The Use of Visual Cues and Metaphors in Advertising
Journal Title: International Journal of Marketing and Technology - Year 2011, Vol 1, Issue 7
Abstract
By evoking profound thoughts and emotions, visual cues grab a reader‟s attention. It allows them to interpret the image in a literal and metaphorical way. Visual cues are used ubiquitously in advertising in the form of graphic designs and pictures. To make the most out of an advertisement, the advertiser must use visual elements effectively. This paper highlights how the visual cueing process works in the development of the viewers‟ interpretations in areas such as metaphoric meanings with real-world Television advertisements. Mere symbolic meanings are primarily culturally derived and dependent on learned meanings. Hence, these ideas are loosely fastened and less anchored in iconographic representation and are not devoid of personal and idiosyncratic interpretation.
Authors and Affiliations
Vikram Kapoor
Keywords
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