Impression(S) of Connotations in Advertising: Prospects of Creative Visualisation

Abstract

The primary task of advertising is to formulate a powerful sales message which is all about satisfying consumer needs, protecting the larger and establishing a long-term relationship with the product. Any creative strategy in advertising involves a crucial decision in adoption and choice of an appropriate visualization for catching the attention of the consumer. Visual images play a very important role in capturing the attention of the public which promotes selling of a product through advertising, where illustration and photographs are the key elements required to carry that message to the target audience. But these visual elements sometimes cannot make the desired persuasion due to lack of definite advertising connotations. The selection of appropriate denotative and connotative ideas is the key to any advertising campaign, which has the power to attract the attention of consumers, arouse their underlying desires or influence feelings, and thus speak of human needs or wishes that can be met by the advertised product, service and idea and build the brand image. The study aimed to analyze the print advertisements based on the descriptive visual analysis about the prospects of connotative approaches involves in the creative visualization techniques in any advertising message which inculcates among the mass, the sense of awareness through the use of appropriate visuals, direct, indirect or suggestive gesture in order to reduce, remove and bring out motivational possibilities in accepting the product which is perhaps more appropriate in a more creative and connotative manner, rather than literary meaning or direct articulation of the message. It aims to analyse the print advertisements using the theoretical frameworks and different aspects of advertising techniques on the basis of visual structures-illustrations, photographs, layout, body copy, headlines. intends to look into the connotative.