莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_11.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 11Visual CommunicationCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 3Principle: Great Creative Communicates a Truth about a Brand Key ObjectivesDefine the role of visual communication.Explain the basics of design.Name the essentials of production for print media.Identify the essentials of video production.Describe basic web design considerations. Chapter Opener: Fearless Girl Stands up to the Bull“Fearless Girl” is all about delivering a powerful message about gender equality.Commissioned by State Street Global Advisors, the Wall Street installation quickly trended on social media and became a viral sensation. What is the Role of Visual Communication? Why is Visual Communication Important?In effective advertising, it’s not just the words that count -- the visuals must communicate too.Visuals do some things better than words, such as demonstrate something.The image can be powerful and even shocking. Often, Visuals can Say more than Words (1 of 2)Visuals do some things better than words. How would you demonstrate a sense of adventure found in discovering a new place?Nebraska’s “Visit Nebraska” campaign created this through strong illustrations and strong copy. Often, Visuals can Say more than Words (2 of 2)Subaru demonstrates its “go-everywhere” capability in a single image. Visual ImpactThe effective use of visuals can be related to the Facets Model of Effects:Grab attentionStick in memoryCement beliefTell interesting storiesCommunicate quicklyAnchor associations Coca-Cola Ties it all Together with Visuals and WordsCoca-Cola uses the brand’s signature script and colors to create a unified visual identity. Brand Image and PositionMarketing communication plays a major role in creation of a brand image.Much of this is conveyed through visual elements.A logo is the imprint used for immediate identification of a brand or company.Brand image is also prominent in package design.