I am involved with creative projects - visual communication. Subtle clue based ads - especially the thematic concepts - can cut the digital clutter and can appeal to the audience more effectively. At the same time, many marketers are yet to understand that this visual clue based ads are the best way to appeal to a multicultural base of audience that are increasing prevailing in markets like the UK, US. Attached a recent ad of ours - have been using for academic and research purposes as well. Any focused research group on such creative visual clue based communication projects? There are lot to explore.
Personally, my opinion is that whether unicultural or multicultural, visuals are a basic component that drives the effectiveness of advertisement to their audience. Because we are focusing on multicultural audience, whatever visual that is adopted both in terms of graphics, colour, texture and orientation must considered the various range of cultural relativity of the target audience and devoid of being offensive to others With this, the visuals would greatly influence the audience creatively.
Many contemporary ads do not directly ask us to buy a product. Often they seem to be more concerned with amusing us, presenting us with a puzzle or demonstrating their own sophistication. The aim of this development in advertising is to engage us in their structure of meaning, to encourage us to participate by decoding their linguistic and visual signs, codes and social myths, and to enjoy this decoding activity. At the same time as we are decoding the signs we are participating in the structures of meaning that the ads represent.
Attached herein.
This is a tricky question. Tricky because the target audiences’ response to attempts at decoding an advertisement will be heavily influenced by their cultural, and demographic backgrounds among other parameters related to their socialisation. The advertisements’ message may not be universal. Respondents will perceive, interpret and synthesize their personalised version of the message through a cultural lens. As stated, the audience come from a multicultural background, which may translate to a variety of versions of their truth, which may not be the message the marketer intended to convey. This may be what the marketers are wary of. Subtle cues also involve time and motivation to decode. Maybe the target audience is not willing to invest the time to engage with the advertisement. In all it is a novel idea, but it needs more research as you are engaged in.
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