This document discusses visual communication and advertising. It outlines the basic elements of the communication process including the transmitter, message, channel, receiver, noise, and context. It then discusses different types of visual advertisements including those on paper with still images and commercials on audiovisual media. The basic structure of an advertisement is described as having an image, motto, small text, and trademark or logo. Different advertising strategies are also outlined such as objective, comparative, aesthetic, and spectacular ads. The document concludes by discussing subverting advertisements which use advertising techniques to protest social issues by changing the message while retaining the original look.

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

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

3. Text +image
ADVERTISING
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).
ADVERTISEMENT
An advertisement has a basic
structure:
VISUAL COMMUNICATION
Image
+
ADVERTISEMENT
An advertisement has a basic
structure:
Motto
+
small text
+
trademark or logo

4. Image is the most importan element because it
is responsible of catching customer's attention.
Motto is the sentence wich support the image.
The relationship between image and motto is
very important to get a good advertisement.
Trademark is the official brand's image that
everybody knows.
Small text is the text which give more
details ( properties of the product, prices,
etc.)
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.