Analysis of Visuals Communication

Question: Discuss about the Analysis of Visuals Communication. Answer: In the advertising world the means to an end notion is motivated. The end is higher attention drawn and means are the advertisements. The advertisers have utilized both the stereotypes and the countertypes of gender for a very long time; this is done to draw attention, challenge stereotypes, accept stereotypes, present countertype elements etc. (Ferrel Hartline, 2010) In the given image the visual and textual elements are: An average Joe wearing womens clothing Child in his arms is held in a way that is not comfortable The text message is written in plain white with Women highlighted in pink The entire picture is grey tonnes The traditional roles of the women are reinforced; i.e. child bearing and household roles. The aim of the advertiser was to ask questions and stimulate thinking. In this particular advertisement the advertiser has highlighted the simplest biological fact that without women reproduction would be challenging. The men holding the child is not very convenient for the child himself symbolizing that the men do not have motherly skills. The motherly nature of the women is evident here, may be the advertiser wanted to empower the women but the idea that is generated here is that the world without women would be depressed. The written woman words highlighted in pink is an element that reinforces the fact that girls are pink and boys are blue (Scott, 2010) (Stocchetti Kukkonen, 2011). The aim of the advertiser was definitely to highlight that the women are essential for life. Without women there is bound to be no life and thus intended to highlight the importance of the women gender. The mothers are the ones who ensure the growth of the next generation. This advertiser is a clothing brand thus it can be said that the advertiser wanted to target women and state that they are critical for life and irreplaceable, and very important. The choice of the image do seems provocative and the intension behind was to attract customers serene attention. This technique of using provocative imaging has been used by advertisers to gain uninterrupted attention and retain it. It has been stated that use of provocative images lays a lasting impact on ones mind (Solomon, Hughes, Chitty, Marshall, Stuart, 2013) This has been the intention and though it was effective in getting the uninterrupted attention of the customers the advertisers failed to clearly send out their message becaus e they have focused on traditional roles of women and such imaging provokes culturally biased views on women. References Ferrel, O. C., Hartline, M. (2010). Marketing Strategy. Cengage Learning. Scott, D. H. (2010). Poetics of the Poster: The Rhetoric of Image-text. Liverpool University Press. Solomon, M., Hughes, A., Chitty, B., Marshall, G., Stuart, E. (2013). Marketing: Real People, Real Choices. Pearson Higher Education AU. Stocchetti, M., Kukkonen, K. (2011). Images in Use: Towards the critical analysis of visual communication. John Benjamins Publishing.