Advertising - Merging Visual Presentation with Sound Effects - Research Paper Example

Introduction In itself, advertising refers to conveying information on the existence of a given product or an improved aspect of the same, with the intention of affecting consumer behavior. This consumer behavior may include increasing the volume of sales or ensuring that the product maintains a sustainable stay in the market. Though there are many types of advertising, persuasive advertising is the commonest. Like any other organization, S. C. Johnson and Son Company has also had to advertise its product, Baygon spray. S. C. Johnson specifically produces insecticides. This piece of print advertisement for Baygon spray has been shot against a background that is prone to insects such as cockroaches and moths. The poorly lit background that is graced with a shoe rack guarantees these types of vermin with an ideal hiding place. In the middle of this print advertisement is Spiderman’s arm sprawling across the floor. At the foreground of the piece is Baygon spray. Position Statement So picturesque is the piece of advert that it invokes the issue question on whether a visual argument can be as effective as a verbal one. However, without any controversy, it is true that visual arguments are equally effective as their verbal counterparts, if not more. Audience analysis The nature of the advertisement makes it obvious that the target audience is the general public. This is because the general public is susceptible to unwanted household insects and therefore serves as both the potential and prospective market for Baygon spray. Again, the audience being the general public is a matter that is well underscored by the fact that the message appeals to both sexes and all ages. Claim Seeing that this Baygon insect spray advertisement has conveyed complete meaning on its own; just as people say that a picture is worth a thousand words, so it is that visual arguments and modes of communication can surpass their audio counterparts. Reasons There are several factors that cogently support the claim of visual arguments surpassing audio means of communication. First, visual presentation only orchestrates the elements that are necessary for human interpretation. For instance, since the shoe rack is pitted against a poorly lit background while the Baygon spray is placed in the foreground, one can know that the problem is that of indoor insects. The brilliantly web-patterned red hand in the middle of the picture is unmistakably that of Spiderman. Since people associate the mythical figure of a crime-busting Spiderman with heroic deeds and ingenuity, the marvel at the spray that is potent enough to kill Spiderman is instantly invoked. This means that there cannot be any room for mistaking visual arguments and presentation. In another wavelength, the strength of visual arguments is bolstered by the notion that human beings are intelligent beings with higher cognitive ability. To this effect, there can be no denying that human beings have a way of correctly interpreting the advert under discussion. This ability is always shaped by man’s interaction with the environment. For instance, because of the superhero concepts, many people have come to be acquainted with Superman, Spiderman and Batman, among other crime-busting heroes. Therefore, by merely seeing the hand, one is able to identify the identity of the owner of the hand as the Spiderman. On the other hand, the sprawling of Spiderman’s hand on the floor passes on the idea of death or unconsciousness. This leaves the audience wondering at the potency of visual presentation Because of this, many people have the power to accurately interpret visual arguments or presentation. There are others who maintain that understanding the information being targeted by the communicator is easier and does not demand a lot of requirements such as education, on one hand. On the other hand, it is a fact that interpreting verbal communication may require some education since the need to determine differences among locutionary, illocutionary and perlcutionary forces of words still remain of great importance. Again, the fact that visual ideas or arguments are used and accessed everywhere helps matters further. Walls, billboards, websites and WebPages, and even magazines, newspapers are some of the areas that can be used to air visual ideas or arguments. Qualifiers and Exceptions Visual arguments are always effective, unless its creator leaves room for ambiguities, or the target population is not skilled enough to objectively interpret the argument or message. Objection/Rebuttal As opposed to words that have clear meaning, visual presentations lack conventional and systematic structures or formulae necessary for standard interpretation. This inadequacy leaves a lot of room for subjectivity. Whims, misinterpretation and misconceptions are therefore to set in and thereby defeating the meaning of the visual presentation. For instance, while children are only likely to get excited by Spiderman’s hand in lieu of the entire message, some are to be left wondering about the relationship between Baygon spray and Spiderman. This is because, the spray is supposed to be lethally tough on insects, but gentle on humans. Common Ground That both visual and audio arguments are very powerful modes of communication is a matter that is totally beyond gainsay. In the same way that a very small symbol can pass a complex visual message, so can a simple single word convey complex meaning. Solution It is true that a visual mode of communication is very effective in persuading or communicating. This therefore underscores the dictum that a picture is worth a thousand words. However, the power of words can also not be underestimated. The perlocutionary force of a word for instance gives words the ability to perform very many functions. It is against this backdrop that it emerges clear that arguments are best presented when the visual and the audio are fused. Fusing the two to bring about an audiovisual approach to arguments is bound to guarantee the best results. Particularly, should S. C. Johnson and Son Company have merged Baygon spray’s visual presentation with sound effects, highest results could have been attained. Nonetheless, it suffices to acknowledge instances where visual arguments must stand alone. Such is the case with facts of print media such as billboards, magazines and newspapers. In these instances, systematic and picturesque presentations will be enough. Works Cited Retrieved from: http://www.eface.in/wp-content/uploads/2009/11/baygon-ad-photo-dead-hand-spiderman.jpg Read More