Abstract
The strength of expression, motivation, and power of meaning can be enhanced with the appropriate use of typography when treated as an image concerning language, space, gesture, and object. Typography can stimulate psychological associations to sensation and fidelity in the viewer’s mind in the process of visual communication. This paper is an attempt to demonstrate various typography representations of various fragrances, their characteristics, and influence on customer’s attitude through the emotional associations. The study examines the usage of an image of typefaces concerning language, space, and perfumes as a modality for communicating the characteristics of perfume advertisements in print, and as it exists as an image in relation to the English language is the point of departure. The print English language advertisements from magazines, having the typefaces Serif and Sans Serif, as juxtaposed with five fragrances, such as Floral, Oriental, Woods, Aromatic, Fresh, were selected for descriptive and inferential analysis. Respondents (N=175) were surveyed, and the content of advertisements (N=20) was analysed. The assumption that typefaces of dialogues in global print advertisements can have a positive and negative effect on the customer’s cognitive perception of characteristics in fragrances was put to the test. Results revealed that the typefaces created a positive effect due to the congruence between the most associated typeface by the respondent, and the typeface used to denote the brand name of the perfume through an image of the typeface in relation to language, space, and perfumes used in global print advertisements.
Presenters
Juhi ShahResearch Scholar, Department of Mass Media, K.C. College, Affiliated to University of Mumbai, India. Mathew Martin Poothullil
Media Officer and Adjunct Professor, Communication and Journalism, AYJNISHD(D), & University of Mumbai, India, Maharashtra, India
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2020 Special Focus: Visual Pedagogies: Encounters, Place, Ecologies, and Design
KEYWORDS
Image, Language, Space, Fragrance, Typeface, Perception, Perfume, Advertisement, Multimodality
Digital Media
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