Abstract

CHATTERJEE, Sushantika  and  PARIHAR, Tasha Singh. Vizualizing Branding: Metamorphosis of Advertising, Visual Strategies and Their Cultural Significance. Vista [online]. 2023, n.12, e023014.  Epub Dec 31, 2023. ISSN 2184-1284.  https://doi.org/10.21814/vista.4891.

The complicated interrelationship between advertising and visual culture is the subject of this research paper. It demonstrates the significant influence of visual culture on advertising and vice versa by investigating the history, theoretical foundations, and modern advertising practices. This research study offers important insights into the comprehensive nature of advertising and its role in influencing current visual culture through an exhaustive analysis of case studies and academic literature. The paper navigates through the evolutionary trajectory of advertising, spanning historical roots to contemporary paradigms, elucidating its symbiotic association with visual culture. The exploration encompasses an array of visual tools wielded by advertisers - ranging from imagery, symbols, aesthetics, and semiotics - highlighting their strategic deployment to engage audiences and manipulate cultural perceptions. Examining the moral issues raised by the persuasiveness of visual communication in advertising is at the heart of this study. This research examines visual persuasion's ethical ramifications and societal effects, critically evaluating its influence on forming collective awareness. Resorting to an extensive array of scholarly works and case studies, this study sheds light on the ever-changing advertising landscape. It examines cases in which advertising campaigns have left a lasting impression on visual culture with great care, demonstrating these media's significant impact on modern society. Essentially, this work unravels the complex relationship between advertising and visual culture, operating as a complete storehouse of information. It provides a deeper knowledge of how advertising shapes and is shaped by the visual world of our times, laying the groundwork for understanding the complex dynamics.

Keywords : advertising; visual culture; semiotics; aesthetics; images.

        · abstract in Portuguese     · text in English | Portuguese     · English ( pdf ) | Portuguese ( pdf )