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Nonverbal Communications in Advertisement
- 1. Nonverbal Communications in Advertisement AHS24101 – Group 1 2018 2nd semester Effective Communication | Prof. JinYoung Kim
- 2. Contents Both oral and written communication have non-verbal communication. What We Learned in Class? Introduce the nonverbal elements and it’s importance. Elements of Nonverbal Communication and Importance Many Advertisement uses Nonverbal Communication Advertisement Examples Verbal & Nonverbal Harmony Summary & Conclusion 01 02 03 04
- 3. Review : What we learned? Both oral and written communication have non-verbal communication.
- 4. Written Non-Verbal Communication Oral Non-Verbal Communication Volume, Rate, Pitch, Gestures… ♨100%합법※교양강의★UNIST 순위★※1위※§§최고의◐교수 님◑강의§§☞부담감NO☜※누구 나※§참여§가능§효.과.적.커.뮤. 니.케.이.션♠♠어서▷▷수강☞신 청♣♣학사팀에문의♬☎052-217- 1302
- 5. Non-Verbal Elements Introduce the nonverbal elements and it’s importance.
- 6. Mehrabian’s Studies In Interpersonal communication - From his book Silent Messages Please note that this and other equations regarding relative importance of verbal and nonverbal messages were derived from experiments dealing with communications of feelings and attitudes (i.e., like-dislike). Unless a communicator is talking about their feelings or attitudes, these equations are not applicable. Limitation 7% 55% Total Liking = 7% Verbal Liking + 38% Vocal Liking + 55% Facial Liking 38%
- 7. Nonverbal Element Studies In Advertising Fields Melodies, Sounds Visual Aids Physical Characteristic Vivid Colors ADS Music in advertising can have numerous roles, from attracting attention, bringing product information, to waking the state of arousal or relaxation etc. (Hecker, 1984) Static images contain sufficient nonverbal elements for consumers to form accurate impressions (Walker Naylor, 2007) In a study titled “Impact of color on marketing,” researchers found that up to 90% of snap judgments made about products can be based on color alone, depending on the product. People can also form strong and reliable impressions about a target’s character based on physical appearance. (Walker Naylor , 2007)
- 8. Advertisement Examples Non-Verbal things are everywhere!
- 9. Example 1 YouTube Channel dxyz Focusing on “Communication” Customer is persuaded by Employee This advertisement focus on ‘Interpersonal communication between customer and employee’. During the communication customer is persuaded by Employee. Many Nonverbal things are used! Facial expression, Gesture, Changing Music tempo, Environmental Structure Settings etc… Between their communication, we could observe many nonverbal elements. Let’s take a look.
- 10. Example 2 Shampoo Commercial - Elastin Traditional Shampoo Ads Using women’s long hair Traditional shampoo ads utilize the physical characteristic of beautiful women’s gorgeous long hair. Break the Tradition! Give Some Visual Impact
- 11. Conclusion Verbal & Nonverbal Harmony
- 12. Summary & Conclusion Appropriate usage of nonverbal communication Verbal Nonverbal Synergy The role of nonverbal communication is supporting the verbal component! To be effective, their synergy should be recognized and appropriately used.
- 13. References Walker Naylor, R. (2007) “Nonverbal Cues-Based First Impressions: Impression Formation through Exposure to Static Images”, Marketing Letters, 18(3), 165-179. Hecker, S. (1984) “Music for Advertising Effect”, Psychology and Marketing, 1, 3-8. M. Pleše, J. Dlačić (2015) “Creating A Promotional Message: Exploring The Role Of Nonverbal Communication In Advertising” 41,43
- 14. Thank you
Editor's Notes
- Hello, We are Group 1 and we’ll talking about Nonverbal Communications in Advertisement
- This is our contents.
- Okay first, Let’s review the in-class material.
- We learned that both oral and written communication has nonverbal communication. Volume, Rate, Pitch, Gestures are kind of oral Nonverbal communication. And Sorry for this ‘bad words’ but this is a good example in written nonverbal communication. Or may be you received this kind of spam message also this is good example.
- Okay next, lets’ take a look at nonverbal elements!
- Nonverbal communication for the majority of people is the communication that is accomplished with other means besides words According to Mehrabian’s Studies, It is regarded as a critical component in interpersonal communication carrying 93 percent of meaning in meassage.
- Then let’s take look at other communication case, especially in the mass communication (advertisings) We are overinformed by many information, So, it is becoming more and more important how to successfully deliver a message to the target audience. In advertisements companies combine different media which uses Physical Characteristic, vivid colors, melodies, sounds, Visual Aids and other elements of communication.
- we prepare some ad examples here.
- This is our first example from YouTube Channel dxyz. This ads focus on ‘Interpersonal Communication between customer and employee’ . During the communication customer is persuaded by Employee. And viewer may be also persuaded.
- Okay, this is other example, this picture shows the traditional shampoo advertisement,
- As you see, the advertisement including nonverbal communication gives us big impact. In an advertisement equal attention should be addressed to both verbal and nonverbal communication components. The role of nonverbal communication is repeating, and highlighting or support the verbal component. Although both verbal and nonverbal communication components are often used and stressed separately, their synergy should be recognized and appropriately used.
- As you see, the advertisement including nonverbal communication gives us big impact. In an advertisement equal attention should be addressed to both verbal and nonverbal communication components. The role of nonverbal communication is repeating, and highlighting or support the verbal component. Although both verbal and nonverbal communication components are often used and stressed separately, their synergy should be recognized and appropriately used.
- Thanks for our presentation!