Seventeenth International Conference on New Directions in the Humanities

Abstract

Media science will grow more rapidly in the future in almost every field. These developments and advancements in technologies make things much easier, cheaper, and effective for people. Currently, the advertising of products, goods, and services has become necessity for everybody’s daily life. In the near future, the standard way of product advertising will be transformed from visual communication to digital visual communication. This digital visual communication will have great impact on advertising and would have many beneficiaries for the advertisers. The main problem that advertisers are facing in communication process at international level today in marketing and advertising of products are cross cultural effects like language, literacy, religion, arts. Here the question arises in almost everyone’s mind that can digital visual culture overcome cross cultural effects on marketing and advertising of products? The answer is yes, it will overcome many cross-cultural issues occurred in today’s visual communication process. This research is conducted for the purpose of analyzing the effect of digital culture on visual communication through qualitative content analysis. As in visual communication, images are more powerful communicator than text, so, the trends of today’s advertisement design are composed with more images and short text. The evolution of digital visual culture has all the aspects of visual culture but with higher quality and improved level of communication. With the help of improved visual content quality and short texts, advertisers gain more publicity, attraction, and acceptance of wider audience toward the product advertisement.