Vizualizing Branding: Metamorphosis of Advertising, Visual Strategies and Their Cultural Significance

Sushantika Chatterjee; Tasha Singh Parihar

doi:10.21814/vista.4891

Authors

Sushantika Chatterjee School of Media and Communication Studies, Galgotias University, Gautam Buddh Nagar, India https://orcid.org/0009-0003-9588-8857
Tasha Singh Parihar School of Media and Communication Studies, Galgotias University, Gautam Buddh Nagar, India https://orcid.org/0000-0003-2103-0500

DOI:

https://doi.org/10.21814/vista.4891

Keywords:

advertising, , visual culture, semiotics, aesthetics, images

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 historical 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.

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Author Biographies

Sushantika Chatterjee, School of Media and Communication Studies, Galgotias University, Gautam Buddh Nagar, India

Sushantika Chatterjee is a post-graduate student. She is currently pursuing her master's in Journalism and Mass Communication from Galgotias University. She is currently in her last year of a post-graduation course. She has quite wide-ranging experience in educational qualifications. She did her bachelor of technology in Biotechnology and pursued Pure Science in her 10+2 curriculum. She has previous experience in in-depth research and penned a publication in a Springer journal. Her area of research was microbiology and fermentation technology. She also worked as a research intern at Indian Statistical Institute for a brief period. She was awarded two times for the best overall performance of the year in her graduation years. She was also the head coordinator and the head of the cultural club in her college.

Tasha Singh Parihar, School of Media and Communication Studies, Galgotias University, Gautam Buddh Nagar, India

Tasha Singh Parihar is a PhD in Social Media. She is currently a Professor at Galgotias University, India. She worked as an assistant professor at Amity University (Noida) and a project associate for Nanyang Technology University (Singapore). Her expertise is in information and communications technology, game studies and social media. Her latest contribution is the development of three scales: social ethos scale, cultural ethos scale and educational ethos scale. She is an honorary member of the editorial board of IJBST Journal Group and many research journals of communication studies. In 2021, she was commended as Best Media Research Educator of the Year by the Media Federation of India and Exemplary Academician of the Year Award by Eureka Publications. She is an invited author of the London Journal of Press and Ethics International Press.

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