This document discusses visual communication and advertising. It describes the basic elements of the communication process including the context, transmitter, message, receiver, encoding, channel, and noise. It then discusses visual communication, noting that advertisements can include text and images in print or audiovisual formats. The typical structure of an advertisement is described as including an image, motto, small text, and trademark or logo. Finally, the document outlines some common advertising strategies such as being objective, comparative, aesthetic, or spectacular. It also briefly discusses subverting advertisements to convey a political message.

1. VISUAL COMMUNICATION AND ADVERTISING
Elements of the communication process
context
transmiter receiver
message
Encoding
Noise
Channel

2. Refers to the conditions that precede
context or surround the communication
Agent who wants to express
transmiter something to someone.
Those information that transmitter
wants to express ( ideas, information,
message feelings....)
Agent who receives the information.
receiver
Signs and rules thar are known by
both agents ( transmiter and receiver)
Encoding in order to encode and decode the
information.
It's the mean of communication that
Channel is used to send the message by
trasmitter (e.g. Newspaper,
walls,cinema,etc)
Refers to the conditions that
Noise precede or surround the
communication.

3. VISUAL COMMUNICATION
Text + image
There are different fields on visual advertising, so depending on wich
channel is used by designers there are advertisements, advert or
only ad, on paper with still images (magazines, papers, posters, etc)
and commercials on audiovisual media (TV, video, etc).
ADVERTISING
ADVERTISEMENT
An advertisement has a basic
structure:
Image
+
Motto
+
small text
+
trademark or logo

4. Motto is the sentence wich support the image.
The relationship between image and motto is
very important to get a good advertisement.
Image is the most importan element because it
is responsible of catching customer's attention.
Small text is the text which give more
details ( properties of the product, prices,
etc.)
Trademark is the official brand's image that
everybody knows.
This structure can be changed to reinforce the message and sometimes one or two elements are
removed.

5. Advertising Strategy
There are many strategies to develop an advert but basically
they are: Objective, comparative, aesthetic and spectacular
Objective. The object is shown clearly and quality is the most important property to
highlight. The small text usually gives interesting and accurate extra information. This
kind of ads are thought for experts and people really interested in good quality.

6. Comparative. Advertiser makes a comparison between the product or
service and other object which has some interesting properties.

7. Aesthetic. Object or service is not directly shown because it is imposible or very
difficult to do it ( e.g. An insurance). So the image symbolize an object or idea
( usually abstract ones). It is a kind of comparison.

8. Spectacular. The ad just looks for catching customers' attention using
shoching images. Visual metaphors and other resources are used to
catch attention.

9. Subverting ( subvert+advertising)
The use of techniques of advertising without a trade purpose. It is used to protest against
something related with social issues. In Subverting advertisements the message
contained is changed to reflect the political beliefs of the activists. Care is taken to retain
the original look of the advert so that the message has more impact once people have
done a double take.