Abstract
The power of connotation of words and strength of expression are enhanced with the appropriate use of typography in visual media literacy. It is hypothesized that typefaces are the communicative forms that creates psychological associations in the viewer’s mind upon visualization. The characteristics of fragrances influence the customer’s attitude through the emotional associations it evokes. This research study examines the associations between the usage of images of postscript typefaces, concerning language and visual space, and fragrances of the perfumes in global print advertisements of magazines as the typographic medium for media literacies. A 3 (typefaces: Serif, Sans Serif, Display) x 5 (fragrances: Floral, Oriental, Woods, Aromatic, Fresh) descriptive and inferential analysis was undertaken. The study relied on purposive and convenient sampling methods using a research tool designed and developed for the purpose of the study to gather the data from the respondents (N=175) who were surveyed and the content analysis of different magazine’s (N=3) perfume advertisements (N=20) was analyzed. The assumption that postscript typefaces in global print advertisements can have a positive effect on the customer’s cognitive perception of fragrances was put to test through correlations. Results demonstrated that the typefaces created a positive effect due to the congruence [0.129, 0.655] between the most associated typeface by the respondent and the typeface used to denote the name of the perfume in the global print advertisements of magazines and in turn promote the need for media literacy among advertisers.
Presenters
Mathew Martin PoothullilMedia Officer and Adjunct Professor, Communication and Journalism, AYJNISHD(D), & University of Mumbai, India, Maharashtra, India Juhi Shah
Research Scholar, Department of Mass Media, K.C. College, Affiliated to University of Mumbai, India.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
MEDIA LITERACY, FRAGRANCE, TYPEFACE, IMAGE, PERCEPTION, PERFUME, PRINT ADVERTISEMENT, DIALOGUE
