The
use of language in visual art was in the past very restricted till the early
twentieth century, when Braque and Picasso started using language in
their works (paintings) and since then photographers and artists started adopting
the concept of language in visual images. Nowadays, images either in the media or
TV, or ads, the use of words has become a very crucial component that helps encouraging
the viewers for products and to admit the ad images.
David Galenson says that language has an essential impact in
Ruscha throughout his works. He became famous for his images such as standard
gas station California’s icons, Fox Logo in the 20th century. Then,
he increasingly moved to painting single words, often are portrayed as three dimensional
objects. He sees that becoming interested in words is a result of printed media
influence. For Ruscha, books, magazines, newspaper-words- could be more
meaningful.
In
other words, language played a crucial role in the development of art
such as Ruscha’s paintings, Braque and Picasso as well. Galenson here gave us
the example
of Ruscha’s paintings and he talked about the importance of language in images, thus, the words in images take visual interests among the people of
the community. Visual rhetoric can be a manifestation of communication that creates meaning or constructs an argument. In addition to that,
the main function of the advertisement is to give us the most persuasive message to buy the right
prospect, the usage of visual rhetorical figures by advertisers for developing and creating the convincing advertisement's message is not a random case.
The function of language in
advertising is to express feelings, offer advice, inform and persuade, describe
or create. Advertising language can either follow “a prescribed path of advertising
clichés” or have the freedom to “deviate from it and from the rules of the
language itself” (Leech, 1972, p. 4). Moreover, the fact of advertising
different kinds of products “means making
different choices of language and in particular different choices of
vocabulary” (Leech,
1972,)
Conclusion
No can deny that using language in advertising has a huge
influence on consumers. Thanks to a smart using of language, companies can make
the happiness of people depend on purchasing products. There is always that
bright that touches the receiver’s feelings. I am sure you have been exposed to
such experience. This does not apply to adults but also to kids. However, most
people are not aware how much they are affected by the use of language in
media. That brings us back to the article psychology in advertising and Connotation and Denotation,
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