Abstract
In upcoming time, media science will be more rapidly growing and developing than today in almost every field whether it will be communication, marketing, advertising, finance or arts. These developments and advancements in technologies make things much easier, cheaper and effective for the people. In present time, the marketing and advertising of products, goods and services has become necessity for everybody’s daily life whether it be the customer, producer or trader but in near future, the standard way of product advertising will be transformed from visual communication to digital visual communication. This digital visual communication will have great impact on marketing and advertising and would have many beneficiaries for the marketers and advertisers. Nowadays, the key elements used in visual communication for advertising of products are line, color, shapes, images, typography, space, size and scale. The latest trends of visual communication are composed of combination of images and text. As in visual communication, images are more powerful communicator than text so, the trends of today’s advertisement design are composed with more images and short text. The evolution of digital visual culture has all the aspects of visual culture but with higher quality and improved level of communication. With the help of improved visual content quality and short texts, advertisers gain more publicity, attraction and acceptance of wider audience toward the product advertisement. Currently the main problem that marketers and advertisers are facing in communication process at international level in marketing and advertising of products are cross cultural effects like language, literacy, religion, arts etc. This research is conducted for the purpose to analyze the effect of digital culture on visual communication through qualitative content analysis. Here the question arises in almost everyone’s mind that can digital visual culture overcome cross cultural effects on marketing and advertising of products?
Highlights
Visual communication is an essential component of any nation
Before the transformation of digitization, advertising was a one-way communication process that directly came from advertisers to target audience and the audience has nothing to do with advertisements but after the digital conversion the audience is able to give feedback and remarks on advertisements which will help the advertisers to improve their ads according to audience needs and desires (Kevin, Sarah, Christopher., 2011)
From the above research, researcher concludes that before digital era, international advertising has gone through many difficulties like language, literacy, religion etc. in the communication process
Summary
Visual communication is an essential component of any nation. Its main purpose is to communicate and promote products, business, culture, art, media and many other things through different visuals both at national and international level. Digital advertising helps the advertisers to communicate with their consumers online by taking their feedbacks on advertisements of their products, goods and services with the help of social media (Warren, 2018) This kind of conversation between advertisers and consumers make the advertising as a two-way communication which is beneficial for both parties and it helps to overcome many cross-cultural issues occurred in visual communication advertisements. Before the transformation of digitization, advertising was a one-way communication process that directly came from advertisers to target audience and the audience has nothing to do with advertisements but after the digital conversion the audience is able to give feedback and remarks on advertisements which will help the advertisers to improve their ads according to audience needs and desires (Kevin, Sarah, Christopher., 2011) In this modern era, there are many social media platforms that are used for advertising and business expansion purposes such as Facebook, Twitter, Instagram, LinkedIn, Snapchat, Pinterest, Tumblr, Spotify and Foursquare. The principles of design are: balance, proportion, harmony, color interaction and rhythm (Ken & Heather, 2015)
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