The psychosociology of advertising. About visual ads. Pro Universitaria Publishing House, Bucharest, 2021. Septimiu Chelcea

This publication follows nearly a decade of a second edition of the book entitled: „The Psychosociology of Advertising. About visual aids”. Today, when it comes to visual advertising, a revision of the text is required. The pace of knowledge in all fields is accelerating: new theories are constantly emerging, hypotheses are being put forward and a wealth of observational facts and results of scientific experiments is being disseminated through books and journals in print and online. It is nearly impossible for any single human being to understand the universe of knowledge. What we can expect is to get as clear a picture as possible of our area of research, but never a complete understanding of it.

AESTHETICIZATION OF ARTISTIC IMAGE IN DESIGN BY MEANS OF ARTISTIC AND AESTHETIC INTERPRETATION

The purpose of the article is to substantiate the concept of using the possibilities of artistic and aesthetic interpretation in the process of artistic design activities for the аestheticization of the artistic image.Methods. The following scientific methods were used to solve the tasks and ensure the reliability of the provisions and conclusions: study and generalization of theoretical and practical scientific experience, analysis, synthesis, comparison, classification, artistic and aesthetic interpretation of works of art.Results. The essence of the concept of “artistic image” in its broad and narrow scientific sense is substantiated in the article. The author analyzes the dialectical relationship of the main components of the artistic image, such as: external form, internal form and content. The article describes the specific features of the artistic image, which constitute its nature as a whole. In the article the author highlights the features and specifics of understanding the “aesthetic” in works of art in the Middle Ages, the Renaissance, modern times and postmodern society. The author focuses on the relationship between the purposeful formation of the artistic image of the subject environment and the peculiarities of the request of the target audience. The author reflects the distinctive features of the artistic aesthetic image from the visual advertising image. The article describes the tendencies of transformation of the value picture of the personality under the influence of the visual advertising image. In the article the author analyzes various samples of modern design products. The author compares the aesthetic visualizations and semantic content of artistic images of the XXI century with analogues in the history of art and design on the example of the artistic image of man. The article describes the negative influence of quasi-values of postmodern society on the formation of the artistic image of design products designed for different gender and age groups. In the article the author highlights the examples of competent use of artistic and aesthetic interpretation in the design of artistic images of design products. The article describes the main possibilities of artistic and aesthetic interpretation in design and in the development of the designer’s personality.Conclusions. The author argues that the use of artistic and aesthetic interpretation is effective in the aestheticization of the subject environment. The article identifies its main capabilities in art and design activities and in the development of the designer’s personality.Key words: artistic and aesthetic interpretation, artistic image, visual advertising image, design, aesthetics of the subject environment.

Discursive Approaches of “Space,” “Place,” and “Land” in Touristic Audio-Visual Advertising

Tourism at large represents a massive exchange of signs that are meant to represent and stand for a signified place as a totemic recognition of identity. In our paper we envisage to debate on the relocation of the anthropological notions such as ‘space’, ‘place’ and ‘land’ that shape identities in a semiotic approach on the media map of tourism advertising. We shall demonstrate that local identity is still submerged to postcolonial intrusions, while the techniques of promotional language are deployed in a ubiquitous understanding of the tourist’s gaze.

Pengaruh Celebrity Endorser dan Iklan Vidio terhadap Brand Image Produk Pembersih Wajah Garnier pada Mahasiswi Universitas Negeri Padang

The purpose of researche is to know the effect of celebrity endorser and video advertising on brand image face lightening product of Garnier Lingh Complete Super Foam. This research used causative form, the population in this research were students of State University of Padang. Number of samples were decided base on hair et. As many as 100 people and were chosen by using proportional sampling method and purposive sampling technic. Data were used is primer data were provided through questionnaire shared to students of State University of Padang based on predetermined criteria. Analysis method was used is multiple regression by using spss 2. The result of this research shows (1) celebrity endorser and video advertising any significant effect to brand image, (2) celebrity endosrser have no significant affect on brand image, (3) audio visual advertising have significant effect on brnad image Keywords: celebrity endorser, video edvertising, brand image

The Influence of Different Levels of Musical Fit on the Efficiency of Audio-Visual Advertising

Music acts as a prominent element of advertising, but its simple presence does not automatically improve the effects of advertising. The concept of musical fit was developed more than 25 years ago to address the question of how music can be used effectively in advertising. However, existing empirical research on this concept has yielded inconsistent results. Recently, we developed an instrument to determine musical fit systematically in audio-visual advertising (Herget et al., 2018). To test this instrument empirically, we created six advertising stimuli (“commercials” or “ads”) representing six types of musical fit on four levels of musical fit, which varied only in terms of how many advertising reference points (spot narration, product, and/or target group) matched the background music. The findings of our between-subjects laboratory experiment (participants: 178 students, 74% female) reveal that the stimuli at different levels of musical fit differed sharply in terms of the intuitively perceived degree of musical fit (η2 = .33). In addition, increasing the level of musical fit improved advertising efficiency in terms of participants’ attitudes toward the ad (η2 = .12) and product (η2 = .12), as well as their purchase intentions (η2 = .06) and memory performance (η2 = .06). If other researchers were to use the instrument described, which defines and operationalizes musical fit systematically and transparently, results of future empirical studies would be more consistent. The results of the present study indicate that advertisers are well advised to select music to fit the commercial’s reference points as closely as possible, to intensify the music’s efficiency.

Visual Literacy and Visual Rhetoric

Advertising imposes ways of seeing, thinking, feeling and acting; it leads consumers to act without them noticing; it creates an ideal social imaginary of a “perfect world” or “happy ending” for the daily needs and problems of consumers. Advertising does this by formulating a proposal for a collective and ideal good. Following a theoretical strategy and a critical analysis, it is an approach intended to relate rhetoric, ideology, and literacy of advertising image, exploring the implied ways of the seen and the unseen (i.e. what visual messages say and show). Advertising is a public and massive myth-poetic and logo-poetic device and an increasingly multiform, omnipresent, seductive and visually persuasive. It is important to understand the elements of (explicit or implicit) meaning and the corresponding processes and mechanisms through which the meanings produce effects. This chapter assumes itself as a contribution to a desideratum that may be called visual advertising literacy.

Practice of applying visual advertising to Lithuanian contemporary art

Visual advertising has become common part of our daily life in the past few decades. It is not only used for commercial, political or social purposes, but also for the implementation of artistic strategies. Specific constructed artworks, exhibitions and art projects situated in a special/unconventional public spaces (context or semiosphere) are used as a tool to seek more spectators and spread different messages with critical, ironical, social connotations which leads to the deeper communication with spectators. They cannot avoid them because the messages interrupt their minds accidentally passing by the streets and so involve in the active interaction process. Art full of advertising strategies criticises the consumerist society created by advertising, and provokes the subject to take on an active position with respect to raised problems, i.e., it acts in the ideological field of contemporary/postmodern art.

Impact of Visual Merchandising on Sales in Retil Store

The basic point and determinationof the examination is to definevisual advancing impactcustomerattention.The investigate paperemphases on sixkeydimensionof visual advertising and preliminary of theory are based on these i.eof thing appear, window appear, shading, lighting, store structure and thing show and how it sway the thought buyers.The stratified reviewing technique is used.The diagram was driven in picked retail stores at Vijayawada. A composed Questionnaires of Likert’s five point scale is used for the survey. Where 200 Questionnaires were distributed to the respondents who were identified shopping in picked retail stores. It found that the theories for thing appear, window show and shading assortment have been recognized that they have a confident and important impact on buyerbuying conduct. Research express that the retail storer should concentrate on visual advertising methods for pulling in new customers and rise the walk of store which may moreover prime to achievement influence over contenders.