Print Media Communication Essay Example | Topics and Well Written Essays - 1500 words

Print Media Communication - Essay Example Studies conducted in this area of marketing, for instance, have encompassed other areas such as psychology and linguistics, which advanced further the scope and influence of print media advertising. In addition, print media continues to attract attention brought about by the fact that human beings are overly visual, and as aforementioned, the advent of new technology in print, bringing forth innovative approach to printing of full glossy colors, utilization of catchy copy as well as bigger production and wider distribution. Hence, the influence and appeal of print media cannot be discounted even if it faced threats from electronic media, as consumers still read, touch and hold print materials. This paper will analyze theories with regards print media communication and how these appeal to consumers in general. Moreover, three print advertisements from different sources will be evaluated based on the communication theories and psycho-linguistic studies conducted in the recent decades. The effectivity of these materials in attracting audience will also be assessed. The contribution of advertising and promotion in the evolution of language and popular culture cannot be discounted. ... Similar contentions are brought forth by Mitchell (1983) who observes that repetition within the text of a reading improves recollection of the text. Mitchell (1983) contends that a 'rhyme' and other innovations in the use of language strengthen the efficiency of the text as well as increases its memorability. Moreover, Mitchell has shown that specialized language utilized in advertisement is more memorable that literal language. This is supported by the research conducted by Craik and Tulving (1975) on the processing and retention of words. Craik and Tulving (1975) observe that the instruction of the text to 'form images from wordsleads to excellent retention.' The aforesaid is reminiscent of Hall's (1980) theory found in his article 'Encoding/Decoding' in which the author contends that viewers employ the process of 'negotiation' in their treatment of the text. Moreover, Warlaumont (1995) observes that 'ambiguity' 'contributes to involvement, polysemy, and oppositional decoding' which can further aid experts recognize the correlation with regards the design of the advertisement or how it persuades the viewers. The theory on covert and ostensive communications can also be utilized to further assess if the characteristics of the brand contribute in widening its scope and effectuality (Hackley 2006). These theories are crucial in the appraisal of the efficacy of advertising materials. III. CANON CAMERA ADVERTISEMENT Source: National Geographic Magazine, March 2006 Issue Many corporations during the past decades undertook environmental or species protection and awareness project as a part of their advertising policy. Canon employed the same strategy dubbed as Canon Evirothon. The efficacy of