<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-1284</journal-id>
<journal-title><![CDATA[Vista. Revista de Cultura Visual]]></journal-title>
<abbrev-journal-title><![CDATA[Vista]]></abbrev-journal-title>
<issn>2184-1284</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-12842023000202003</article-id>
<article-id pub-id-type="doi">10.21814/vista.4891</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Vizualizing Branding: Metamorphosis of Advertising, Visual Strategies and Their Cultural Significance]]></article-title>
<article-title xml:lang="pt"><![CDATA[Visualização da Marca: Metamorfose da Publicidade, Estratégias Visuais e o Seu Significado Cultural]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chatterjee]]></surname>
<given-names><![CDATA[Sushantika]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Parihar]]></surname>
<given-names><![CDATA[Tasha Singh]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Galgotias University School of Media and Communication Studies ]]></institution>
<addr-line><![CDATA[Gautam Buddh Nagar ]]></addr-line>
<country>India</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<numero>12</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-12842023000202003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-12842023000202003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-12842023000202003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O tema do presente trabalho de investigação é a relação complexa entre a publicidade e a cultura visual. Este estudo demonstra a influência significativa da cultura visual na publicidade e vice-versa, investigando a história, os fundamentos teóricos e as práticas modernas da publicidade. Também oferece interpretações importantes sobre a natureza variada da publicidade e do seu papel na influência da cultura visual atual, através de uma análise exaustiva de estudos de caso e da literatura académica. Abrangendo desde as raízes históricas até aos paradigmas contemporâneos, este artigo percorre a trajetória evolutiva da publicidade, elucidando a sua associação simbiótica com a cultura visual. A exploração engloba uma série de ferramentas visuais utilizadas pelos agentes publicitários - desde imagens, símbolos, estética e semiótica -, destacando a sua utilização estratégica para envolver as audiências e manipular as perceções culturais. A análise das questões morais da utilização da persuasão da comunicação visual na publicidade está no centro deste estudo. Esta investigação examina as ramificações éticas e os efeitos sociais da persuasão visual, fornecendo uma avaliação crítica da sua influência na formação da consciência coletiva. Utilizando uma vasta gama de trabalhos académicos e estudos de caso, este estudo lança luz sobre a paisagem em constante mudança da publicidade. Examina cuidadosamente os casos em que as campanhas publicitárias deixaram uma impressão duradoura na cultura visual, iluminando o impacto significativo que estes meios de comunicação têm na sociedade moderna. Essencialmente, esta obra desvenda a complexa relação entre a publicidade e a cultura visual, atuando como um depósito de informação e proporciona um conhecimento mais profundo da forma como a publicidade molda e é moldada pelo mundo visual dos nossos tempos, lançando as bases para a compreensão da sua complexa dinâmica.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[visual culture]]></kwd>
<kwd lng="en"><![CDATA[semiotics]]></kwd>
<kwd lng="en"><![CDATA[aesthetics]]></kwd>
<kwd lng="en"><![CDATA[images]]></kwd>
<kwd lng="pt"><![CDATA[publicidade]]></kwd>
<kwd lng="pt"><![CDATA[cultura visual]]></kwd>
<kwd lng="pt"><![CDATA[semiótica]]></kwd>
<kwd lng="pt"><![CDATA[estética]]></kwd>
<kwd lng="pt"><![CDATA[imagens]]></kwd>
</kwd-group>
</article-meta>
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