Today the nonverbal communication overwhelms the means that day to day to adapt more to this type of tendencies. A visual idea extends the geographic borders, its languages and linguistic particularities. An image commits less errors than a written text and mainly it transmits a message immediately “at first”. Now, That images sell better. Four types of images.
1. The image of the product.
2. The image of how the product is used.
3. The image of people using the product.
4. The image that shows the benefits of to have used the product.
Personally support 3 type, based on the identification that generates the publicity in the people who see the announcement.
After to realize a good segmentation, we can work graphical elements exclusively oriented that group of consumers. The search focuses in obtaining that the consumer becomes jumbled emotionally. When it is identified with the user of the product is seen itself in the situation of the publicity, it feels that I am a person “like”, or is somebody that I admire and I would like “to be like El/Ella” One looks for to reach the credibility and conviction of the consumer. “I Am like”, as the consumer sees itself. Him people of adult age see and she thinks to ten years outside younger itself as if. The children identify themselves with infants who own three or four years more of the real ones, and if you must choose between children or children, uses children better men give resultants2.
The adolescents yearn for themselves and think like successful young people among 18 to 23 years. The adult prefers to see itself more with two or three years. The adult consumer directs his attention to images related to people of his same sex and as he commented previously identify themselves with people with years more of age, now if he wishes use images of opposed sex, prefer that he is with a pair of years less than they. Dressed good people and fixed immediately accentuate the values of the amiability, the honesty, sophistication, talent and intelligence. If young people appear and are contiguous she assigns the characteristic to him to have an active sexual life. But taken care of at the time of using beautiful women and sexual stereotypes for his announcements, she remembers that to draw attention of the consumer she does not mean that this is going to buy its product. She recommends herself to use erotic models and sexual images/when the product this relating directly to the romance, the love, the passion and the beauty. Simply she presenters I want that the values that the consumer gives a beautiful woman him assign product to him. The image segments. A publicity must be oriented a determined public, but in the case of wanting to include a little more does not use own characteristics of a geographic place, culture or some element that identify a group of specific people so that automatically the rest not only was not identified, but it will feel displaced. The consumer identifies itself with the image of the publicity for that reason he is not recommended to use models that represent a ethnic minority. Taken care of with the film actors and model top. Taken care of at the time of choosing an actor or model like face of our product, all individuals, bad and good they will be associated to our product. Today he can be the best tennis player, tomorrow a drug addict and in the mind of the consumer the association is for always, or until he campaigns advertising very or managed to relate his product to another thing or person. The force and intelligence of the Tony Tiger (Tone). Payday of McDonald’s so loved by the children of the United States, in hates it here to Latin America and until it is scared to him. Like when selecting an actor, must have much taken care of when creating comic or cartoon of an animated personage who identifies our product. criterion the tiger Tony DE Carita’s is an example of the good use of this tool, not thus Herb the EB RD (Herb, pasta) of Burger king. Another problem that arises with the use of personages to identify the product is that the mark in front of the personage will Accra and if in a while we stopped using this animation we can lose great number of clients, without counting the incarnates ones with the personage. In order to finalize on the work with graphical personages. When they are animated or drawn they arrive quickly at the children and like Old Joe, the animated camel of the Camel cigarettes this can bring critics and until legal problems. Photos, drawings or text? Again, using the identification as main factor in this decision we chose the photographers. Now, if you orient his publicity to a select group of women or men whose aspirations are placed in the fashion, glam our and the seduction, wishes to show situations with sense of humor or to exaggerate face expressions is recommendable to use the graph. And What we do with texts. We used them without images whenever it is wanted to give the seriousness sensation, and accompanied to explain, to make the message superfluous of the image or simply to say something very important. The texts in the form of data no longer are used, nobody Lee really the specifications of a product, only by all means, when this directed to a retailer or mechanic, engineer or specialist. Personally I believe that a good image and a good slogan are more than sufficient to send the message correctly. The photographers, are honest. In a previous article it commented on the importance of being honest in front of an informed market that knows of photographic adjustments and tricks of image. The consumer is ample connoisseur and can leave shutdown very badly to his company if he discovers that this deceiving. As Annex to this article I leave to an example of tricks sublimates him used by the most important companies of means. The colors and their influence. The colors are interpreted long before that the words and therefore it generates reactions that soon will not be able to modify with the text accompanies that it. The colors offer to the image Valdez, brightness, hardness to him or smoothness, prestige, purity, force, virility, feminized, etc. transmit scents or pleasures to Us. By this and much more it must give sum attention to the correct use of the colors. The colors have an apparent movement, weight and depth, as well as visibility and impact. The colors define tradition or innovation can obtain that a same image has been identifying a place in the world for 70 years or the vacations more brilliant than imagines. The reader rarely registers the elements separately therefore well-taken care of with the grouping of colors. Combinations that the consumer will relate immediately, like for example, green and yellow exist with the flag of Brazil, or blue and yellow with Mouth Juniors, a football team Argentine, or green with the Heineken beer. This last one illustrates the force that has the color: beer with nature does not have many things common, but to the same I give packaging him green and we bombed with “green” publicity I will catch the attention of that mass ecological-young person who takes beer. What is that. … curiosity killed the cat, and it helps us to sell. Luckily, the man is extremely peculiar and he is astonished easily. We aim at these so human characteristics and develop images with actions that fence against the current and images known in an unusual situation. It comments it above, it considers that to draw attention is not to sell and the fundamental aim of a publicity is to sell. Other forms to draw attention are to give movement him to the image, either with a sequence of technical photo grams or using of blurred bottoms with images in first plane clear to cause that the reader analyzes and looks for to include/understand what this happening. We are not complicated… The simplicity, the resistance, the geometric images and the redundancy (by different means) are the means. Thus it is, the mind of the reader hopelessly looks for familiar forms related to geometric images and em base of detergent is enchanted with elements in resistance like great products of cleaning and small. Finally, the redundancy facilitates the learning and the retention.
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