This document discusses the importance of visual communication in effective advertising. It notes that pictures capture more attention from readers than headlines alone. Some key types of visuals mentioned include drawings, graphics, colors, signs, symbols, and illustrations. Overall, visuals are generally better than words at initially grabbing and holding attention. The document also provides some examples of how visuals can distinguish products and appeal to different target audiences.

2.  In Effective Advertising , its not just words
that are needed to be communicate ideas
and feelings , it’s the visuals too.
 Researchers have found that a picture in print
Ad captures more than twice as many readers
as a headline does.
 Types of visual communication include:
drawing, graphic
design, colors, signs, symbols, illustration, ty
pography, etc.

3.  Generally visuals are better than words
at getting and keeping attention .

4.  Visual story telling is engaging and maintains interest.
This WWF one is meant to convey that 15 square kilometer of rain forest
disappears every minute.

5.  To distinguish undifferentiated products
, advertisers use visual associations
representing lifestyle and type of users.
 Nike shoes are faster than competing brands
 The advertisement reads “Run with the Heart”, and is
clearly aimed at an audience who love running for the
personal joy it brings them, rather than those who
wish to outrace their opponents.
 “Skateboard” shoe advertisement to appeal to young
urban consumers who enjoy skating and are fans of
the fashionable Converse All Star brand.

7.  Seeing is Believing .

8.  Ambient advertising refers to intrusive ads in public places.
 Cars, bicycles, taxis and buses have become moving commercials.
Ambient ads appear on store floors, at gas pumps, in washrooms
stalls, on elevator walls, park benches, telephones, fruit and even pressed
into the sand on beaches.