Psychology of Communications - Assignment Example

? ID Lecturer Visual communication is the most persuasive medium in mass communication Mass communication describes the academic research which studies the diversified means through which individuals and varied entities provide information through the tangents of mass media towards larger segments of the population base, all at the same time. Mass communication does take in media vehicles like newspapers, magazines, radio, television, film – all of which have a definitive role to play within the news propagation and advertising realms. Mass means large volume and communication stands for interacting with the people in a two-way format. The mass element derives its basis from recipients of the media products which include within it the people from different segments of life and are essentially undifferentiated individuals living within a society or varied societies globally. Within mass communication, the visual form of communication is indeed the most persuasive form that could possibly be derived. This is because the visual form of communication encloses the art and design elements that are deemed significant to the human eye which in turns let the brain notice the said artwork (Vuruskan, 2011). Visual communication is all the more necessary to understand because it depicts a meaning which is different from others. It adheres to the policy of bringing about a solid notion of long-lasting effect on the minds of the audience. This indelible impression is one that does more good than any harm for the sake of mass communication and specifically for the field of advertising. It would be a fact if stated that visual communication is the success criterion upon which communication ranks are based (Ritterbush, 2008). Within the fields of marketing and advertising, the aspect of visual communication has attained greater heights than any other field imaginable. This is because visual communication has exponentially increased the chances of making the product more visible and apparent to the end consumers. They feel satisfied that their product is coming along in a reasonable way and the extent to which success could be achieved as far as its sales dynamics are concerned is something that holds a great amount of value for the marketers and advertisers. It is because of such tangents that the discussion on visual communication has been greatly increased with the passage of time, and same shall be the case in the times to come (Bassett, 2006). What is most essential here is an understanding that visual communication does bring in the eye impressions when it is sought after the most. It also fathoms the fact that visual communication is the end result that a marketer or an advertiser would like to have, and which shall be the cornerstone of his success when he is about to sell a product or a brand to the intended target markets. How these marketers and advertisers shape up their communication message is now a totally different proposition altogether. How they fix in the right words, visuals and the combination of other aspects and features used in visual communication is something that paves the way for the perfect blend of all these factors – a fact that is understood in hand by the people who matter the most within the realms of marketing and advertising. Also the manner under which these marketers and advertisers are trying to get their respective messages across to the target audiences is something that paves the way for coining and developing the visual form of communication at the end of the day. One shall agree with the perspective that the communication which is facilitated in terms of visuals is indeed the one that has the most mileage and value. It is for this reason that the psychology of communications banks strongly on the premise of visual communication, a promise that delivers for the sake of mass communication in the long run. What is even more important is the fact that visual communication does not hinder in the light of the comprehension of the end user perspective but what it does in essence is to push the message forward and make its point clear to the relevant target audiences (Macdowall, 2000). These are some of the most significant reasons as to why visual communication is appreciated left, right and center, and more so within the realms of communication in essence. The agreement to the visual form of communication is all the more necessary because it touches upon the significant pointers of communication and has a keen look at the way marketing and advertising of a particular brand or product is done. The communication that is being undertaken through visual aid is highlighted by the conveyance of ideas as well as information which has a set vision to attain certain objectives that are in the mind of the communicator or the marketer which has prepared the visual communication in essence. This is because visual communication expresses and puts forward a number of pointers through the art that has been depicted (Berry, 2006). The images, signs, drawings, graphic design, typography, colors, electronic resources and illustrations, all represent the significant elements of communication which is being understood in the visual sense. Persuasive element of mass communication is essentially given significance by the visual tangent, which has been used upon at great length by the artists and designers, all over the world. It is for this reason that the mass society as a whole has understood the due role of the visual form of communication and embedded the same within the communicative ranks to extract maximum value and mileage for the products and services, news items and so on. Psychologically speaking, consumers connect with what is there on the electronic and/or print media for them in the form of a message that says a lot about their preferred brand and lists down the details as to how it could benefit the same person if he or she uses it (Guha, 2007). Without visual communication, marketers can only think of their product lying on the retail outlets waiting for angels to come and satisfy themselves. People need to be told the plus points of their brands (by the company) so that they actually go out and make the eventual purchase which in all fairness, not an easy job for the company, say that is producing a shoe polish which does not stick on to the shoes as much as do the other competitor shoe polishes already available in the market (Lange, 2010). If the customers do not know or are not given the liberty to comprehend the different features of the brand which is being advertised by the company, they would not make that valued effort on their part and hence the company will be the one to suffer in the end and no one else. For the company to see their brand thriving big time in the market with competitors having little or negligible business, it needs to build upon a base that it can erect its structure so that when the wind blows, it does not hamper the smooth business of this brand at all. Therefore, one pivotal role is played by persuading these very customers and consumers through visual communication mechanisms into making that vital purchase and for that they need to be given the space that they want and more importantly so the insight and understanding and not to forget the knowledge about this very brand that would make their brand sell and competitors’ brands to stay on the shelves when the moment of truth hits the retail chains all around the globe. This moment of truth is the eventual moment when the consumer goes out to a retail chain and makes a purchase. Visual communication is a part of the social psychology that must be understood within the proper light. Hence the branch of human psychology that deals with the behavior of groups and the influence of social factors on the individual is indeed the social psychology. One seems to agree with the stance that indeed the most persuasive form of communication is the visual communication because it sparks a great deal of interest amongst the people as they want to witness newer forms of media and the manner in which the message comes out in the open through creative and innovative approaches. The different advertisements are so drawn to ask for creativity at their very best and the creative executioners have been significant under such settings nonetheless. The persuasion elements is steadfast within the visual communication folds and this has been proven with the passage of time by the marketers and advertisers as they aim to touch down upon the finer aspects of communicating with the chosen markets and segments within any society of the world (Powers, 2003). The media plays a very vital role at instigating the link that is present between the visual communicators and the people who are related with mass communication. The mass communication domains are always appreciated by the people because they know that its different tangents are being developed to satisfy their own whims and it is only natural to think of such realms in the same vein. What is even more significant is the fact that mass communication will always deliver results for the sake of the communicative ranks and visual communication is indeed the most essential metaphor when taken into proper consideration. The study on persuasion takes an even more important role when there are a number of products that are being advertised or marketed across a number of channels. This is because persuasion will pave the way for an individual who wants to be amongst the chosen few (target market) to make that purchase. The intention of the advertiser or marketer under such realms remains an important one to be seen. It is his development of the message which will be given significance at the end of the day. If he believes that the aesthetic elements need to be used, then the visual communicative regimes will be aligned and planned as such. However, if he feels there are ambiguities within the relevant ranks, then this would mean choosing an alternate route altogether. This alternate route could be in the form of usage of other media vehicles or channels which would leverage the brand or the product under question. This is important but one must not forget that the development of the message in terms of the visual communication is the most pertinent under such discussions (Note, 2011). The persuasion can sometimes be taken for granted as well, especially in the cases where it has taken over the minds and hearts of the audiences. What this implies is the fact that sometimes persuasion can mean much more than mere advice and suggestion. It could mean that the message which is being transferred through the visual form of communication is being hammered down the line to the end consumers, which is fatal on certain occasions. How the marketers and advertisers derive value out of visual communication is something that is of essence here and more so to comprehend. This is brought under close coordination by the people who believe in the dictum of visual communication in the first place. They see the tangents of extracting maximum impressions for the brands if the visual communication mechanisms are employed to good effects (Block, 1984). What is important here is an understanding that is reached upon within the realms of realizing that the artists and designers of today are ever so reliant on the visual communication regimes because they know that their respective pieces of art (and work) would be displayed for the mass segments of the society. Thus these artists and designers find news ways and means through which their work realms could be deciphered by the people at different levels and on a number of platforms. The artists and designers always find reasons to move ahead with visual form of communication because this is something that paves the way for the entire discussion on hand about the mass communication and how the same brings in immense success for the people at large, spread in varied locales of the world. All said and done, visual communication will continue to leave an indelible impression on the minds of the people since it persuades like no other mechanism or tool. References Bassett, K., 2006. The role of communication and visual identity in modern organizations. Corporate Communications: An International Journal, 11(2) Berry, C., 2006. The relationship of the visual element of an advertisement to service quality expectations and source credibility. Journal of Services Marketing, 20(6) Block, E., 1984. 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