Visual Elements of Advertising: Pragmatic Research Cover Image

Vaizdiniai reklamos elementai: pragmatinis tyrimas
Visual Elements of Advertising: Pragmatic Research

Author(s): Rūta Kazlauskaitė , Romena Liakaitė
Subject(s): Language and Literature Studies
Published by: Lietuvos edukologijos universitetas
Keywords: advertising; visual element; textual element; sender; receiver.

Summary/Abstract: In the present article the advertisements of cosmetics and perfumery published in the Cosmopolitan magazine in 2005–2007 have been analysed. The research interest has been focused on how and where visual elements are placed, how the most important information is highlighted. The following textual elements have been analysed: titles, subtitles, main texts, slogans, also typography elements: fonts, font and background colours, illustrations. 214 advertisements have been found. In the majority of them the title, the picture of an advertised product and a picture of a human are present. Approximately every second advertisement has main text, subtitle and slogan. In all of the advertisements the brandmark is presented. Titles, subtitles and slogans are characterized by condensation: usually they are very short simple sentences and statements. Such simple sentences are easily perceived, not insistent, and therefore, more effective. Longer sentences are divided into 2–5 lines containing 1–3 words: interference of consistency attracts attention and increases tension. The form of the language of the main text is also simple and laconic. The frequent place of verbal elements is the right side and the bottom of the page. The picture of an advertised product is also presented here. The photograph of a human in 1/3 of the advertisements covers the whole page. A smaller picture of a human is placed in front of the text on the left: in this way verbal information is consolidated by an image. For the main text the most easily read ordinary font is chosen. Titles, subtitles and slogans must be distinguished from the surroundings, therefore, capital, large, bold and italic letters are most often used. Colours are not overused: 2–3 contrasting colours are taken for font and background. The most popular colours are white, black and blue. Visual elements are employed to make the receiver buy the advertised product.

  • Issue Year: 11/2009
  • Issue No: 1
  • Page Range: 35-44
  • Page Count: 10
  • Language: Lithuanian