ADVERTISING, n. 1. the action of attracting public attention to a product or business 2. The business of preparing and distributing advertisements. 3. Printed or spoken advertisements collectively.
ADVERTISE n. 1. To make public announcement of, to proclaim the qualities or advantages of (a product or business) so as to increase sales.
If advertising is the act of communicating information to the public, in an effort to expose the public a view to adopt and act upon, it seems reasonable the thought processes of the public need to be examained. Knowing the beliefs and attitudes held by an individual or group make communication easier. Research plays an important part in defining the motivations of the consumer but the knowledge needs to be taken a step further into action.
Nonverbal communication is about using other than verbal means to send a message. Design and color of a print ad or timing and Advertising can use the subjective nature of nonverbal messages to communicate on many levels at once. An article on resonance relates two or three nonverbal elements of an ad to a combined meaning, one that wouldn't be apparent if an element were missing. Click to read full text of article by Edward F. McQuarrie and David Glen Mick (1992). It discusses the forced metaphors two graphics can produce and a viewer's tolerance for ambiguity. High tolerance can arouse the intellect into a positive/pleasurable state. Low tolerance can arouse at the same level of activity but in a negative/unpleasurable state. Either way, the resonance produces information processing at a deeper level. This processing (Kardes, 1988) leads to enhanced recall of the product, a goal for most advertisers.
This communication manipulates several nonverbal elements. Many studies have been done to monitor viewers reactions to these stimuli. These reactions, or lack of, were found to indicate the use of stable communication tools available to the advertiser. The tools include:
One study by Cahner's Researchers examained the role size, frequency and color of a print ad played in the impression viewers had about a company. The study found definite perceptions were formed. The more frequent, larger, and with color an ad ran, a more favorable view of the company was held by the viewer. This could come from a cultural viewpoint of the 'bigger the better.'
Color taps into several levels of meaning from association (red=stop sign) to subconcious (blue=calm). Click to test your basic reactions to color, Color Tutorial. Several websites on the uses and meanings of color follow.
Fonts take words to another level as well. The following links provide lists of typefaces and insight on one man who used type as a communication tool.
Symbols represent a great chunk of the nonverbal tools. A symbol can represent an idea, company, or attitude. Symbols can be a color or font. Much study has gone into the subconcious reactions an individual has to a symbol. Sigmund Freud and Carl Jung are two well known psychologists who spent much time on the subject. Click on the following URL's to access some of their thoughts or check out dream interpretation and access some of your own.
A short historical perspective on advertising shows the growth of the industry and points out the lessons learned along the way, Greystock Ltd.: Advertising in History.
Click here to access a list of websites related to nonverbal communication.
* NVC: What Is It? * Main Theory-NonVerbal Expectancy Violations Model
* Other Components of NonVerbal Expectancy Violations Model Theory * *Importance of NVC * Consumer Research * Relation to Advertising * Related Links * references.