The verbal and the visual in advertising language: a cross-cultural analysis

• Autores: Ekaterina Eynullaeva, Elizabeth Woodward-Smith
• Localización: Relational designs in literature and the arts: page and stage, canvas and screen / Rui Carvalho Homem (ed. lit.), 2012, ISBN 978-90-420-3581-2, págs. 199-212
• Idioma: inglés
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• Resumen

  • Modern adverts, which are primarily aimed at influencing the viewer, are a combination of text and images, although the verbal and the visual can also be complemented by music in audiovisual commercials. In successful advertising, textual and graphic elements combine together to form a type of discourse which has the power to provoke feelings and actions, shape values, expectations and life-styles, and which is addressed to a particular audience.

    This paper examines the complex interdependence betwen verbal and visual representation in different versions of adverts for the same makes of cars intended for sale in different countries. An attempt is made to ascertain whether the text or the image plays the primary role in creating the advertising message. The paper also examines the universal and culture-specific clements in the verbal and the visual means of making an impact on the viewer of an advert and analyses the differences and similarities both in the verbal and the visual components of advertising messages. It is argued that the culture-specific differences in audiovisual adverts are more important in the verbal message than in the visual image, since the aesthetic feelings that adverts appeal to through images are more universal than the verbal information that humans interpret rationally.