Pictures in Advertisements

As the saying goes, a picture speaks a thousand words. The employment of pictures in advertisements, especially those in colour, is a very effective method that can bring across a certain point and attract viewer attention at the same time. Very often, pictures are used to give viewers a visual idea of the product itself or the positive effects of the product. This is essential to the sales of products or services that emphasise on the effects of the product.

The main reason why pictures are so effective is the fact that they do not require a lot of thinking on the viewer's part. With one brief glance at the advertisement, the viewer is able to process the message the picture is trying to bring across, removing the hassle of reading. Put a picture into a mass of words and the effect will be that the viewer's attention will be drawn towards the picture. The power of pictures therefore lie in the initial impression the viewers form of the advertisement as pictures are more eye-catching and require less hassle to understand and interpret the message conveyed in its entirety.

Pictures can also stimulate and imitate the viewer's senses, for example in the case of food. The picture of a particular delicacy might stimulate the viewer's taste buds which will in turn affect his thought processes, steering his brain towards accepting the product and purchase the delicacy. Even if the viewer does not do so, the image of the advertisement will still linger in the viewer's mind, giving a chance for the viewer to remember the product and buy it eventually, achieving the original intent of the advertisement.

One other example of the application of pictures can be to influence the viewer to stay away from a certain product or service. One such example is the vivid use of images to discourage people from smoking that is employed as part of the anti-smoking campaigns in Singapore. Disgusting and shocking images are used in anti-smoking advertisements, like in our case study of a recently seen advertisement in Singapore that contains a woman with horribly destroyed teeth. The advertisement which sparked off many a debate is undoubtedly impactful due largely to the picture selected.