Perhaps many of you may already know that a large part of our interaction with others takes place through non-verbal communication. And this is true for people of all ages, whether you are a toddler still learning to express yourself, or an insecure teenager desperately trying to seek attention, or even a mature adult who is articulate and well-mannered; We are all constantly expressing our feelings and opinions via different non-verbal signals, like a nonchalant shrug or a look of surprise. More often than not, these non-verbal cues reflect our emotions more accurately than carefully constructed words. Such non-verbal cues can be used to enhance our verbal speech or may let slip our disdain for someone veiled by polite words.
Many print advertisements convey their messages to their target audience through non-verbal cues of the spokesperson or model. Like in the above print advertisement, although there isn't any verbalized exchange of words, it is able to give light on the situation based on the usage of various types of non-verbal communication. From the body language(kinetics) of the woman on the bed, to the furious look on the man's face(oculesics), and also most importantly, the exposure of the man's feet from behind the curtains(physical appearance), it's probably safe to say that we can all give a fairly accurate guess on what is happening in the picture.
Below is another print advertisement of a fabric softener that emphasizes on the effectiveness of its product with a great sense of humour. For the uninitiated, the puppets are made of fabric. The displeasure on the female puppet is depicted clearly from her upset glare(oculesics) and crossing of her arms(body language), a usual indication of anger when coupled with an infuriated look. Similarly, the frustration of the male puppet is also shown by his facial expression and body language. The tension between the two puppets is exhibited in a more subtle way with the distance(proxemics) between them.
We are constantly being surrounded by a myriad of print advertisements, but the success of these advertisements depends largely on how well it conveys its message with the use of both explicit and subtle non-verbal cues and also its ability to relate to the masses.
Like this latest advertisement from L'Oreal, what exactly is it trying to portray then? Apart from the obvious, I believe it is open for our interpretation.
Glitter, Glamour, Sheerness, dreamy, effortless beauty. All of these comes to mind when I look at the advertisement.
ReplyDeleteOther vibes radiating (pun unintended) from the ad however are that of airbrushed, photoshopped and unnatural. This is at least a better effort than their last attempt with Beyonce, where they almost "bleached" her to at least 5 tones lighter.
a lot of advertisements which appeal to the masses is actually the use of humour. as I read before, 'laughther is the shortest distance between two persons.'
ReplyDeletenon-verbal communication in real life, is the real tool in gauging whether someone is lying. the eyes give it all away, we can fake a smile, arch our eye brows, cross our arms, but its ultimately our eyes which betray us most of the time.
this is apparently the reason why most people are uncomfortable with others looking into their eyes while talking.
You-G: Thanks for your comments.
ReplyDeleteThough the L'Oreal ad still looks quite airbrushed, but at least Beyonce looks more like herself in this ad. I believe the previous ad where they lightened her skin tone considerably received much criticism that she looks more like a tanned Caucasian than a African-American. Probably due to that, they decided to toned down on the lighting effects this time round.
But she sure still exudes much glamour and sex appeal.
mJ: Thanks for your comments.
ReplyDeleteYes, I agree with you that it is hard to look someone straight in the eyes to lie as most of us would give off some non-verbal signal - probably that of guilt - with the look in our eyes, whether we realise it or not. Though it's not a big secret, it's still a pretty accurate way to see if someone is telling the truth.
Humour is indeed a very effective way to convey our message, whether verbal or non-verbal(think: mr bean).
To add on to mJ's comments, it has been analyzed that you can tell the insincerity of a smile from the person's eyes, where the teeth do the work of distracting from 'unsmiling' eyes.
ReplyDeleteShawn: Thanks for your comments.
ReplyDeleteI agree with this that people sometimes give a patronising smile to hide their genuine emotions. But for many celebrities, they seem to be able to overcome this and smile with both their eyes and lips all the time. They do look like they are really happy. Perhaps we can all be like that if we're raking in as much money as they do.
Print advertisments is there convey a message...right?
ReplyDeleteHowever, there are too many ways we can intepret a message. If you do remember, not too long ago, the HPB actually came out with a poster of a hand full of scary look germs. While it had conveyed the message that we ought to wash out hands often, it also scared the daylights out of many kids.
For the L'Oreal ad, its to sell the product aint it. By having Beyonce in the ad, it opens up a whole new spectrum to this ad. Maybe this product is designed for the Blacks but not people of other skin colour? Who knows what other nitty gritty details may come under the scrutiny of critics...
But for me, im just gonna look at the ad at face value, and learn the best way to convey a message to the general public using print ads. (:
Nonverbal communication proofs to be more effective than verbal communication when print ads are used. Clearly in the L'Oreal advertisement, it cannot be only about promoting the products and portraying how gorgeous Beyonce looks. Beyond these obvious, it gives people room and space to wander in their thoughts about the uniqueness and attractiveness of the products which eventually lead the consumers to buy the products simply by an advertisement without the need for a salesperson. This is truly the power of nonverbal communication.
ReplyDeleteIt's amazing how affected we are by celebrity endorsements. That's how celebs such as David Beckham got popular (not just his football skills!)
ReplyDeleteWe look up to these people that's why we are fooled into thinking that by purchasing this product, we are one step closer to looking like Beyonce (yeah right!).
I know countries like the UK are beginning to see if they need to make up policies regarding air brush and photoshop edits because they are exaggerating a lot of advertisements.
Nice post. The advertisements that you have shown really focuses a lot on the non-verbal cues and the effects it can have on us. Many a times, words are redundant. The non-verbal cues have spoken most of what needs to be communicated.
ReplyDeleteI agree that non verbal communication is more effective than verbal ones. Action speaks louder than words and so a print ad that could bring across its message through pictorial presentations is more effective in communicating its meaning.(both overt and subtle). Like in the Loreal ad print, showing Beyonce as the epitome of beauty as a result of her choice for the product is certainly better than merely writing in big bold words or using bombastic vocabularies to describe beauty.
ReplyDeleteBut at the same time, subtlety bloodies more than it cuts as opinions of viewers are very much subjective.
Picture does tell a thousand word but provided that both the receipient and the converyor are on the same wavelength or else it might caused unwanted misunderstanding. Hence I feel it is very important to choose the right picture when conveying a message.
ReplyDeleteYen Ling: Thanks for your comments.
ReplyDeleteI agree that all print ads have their own unique message to convey to the masses, and it's often open for interpretation. The method used also vary from the use of humor to endorsement by celebrities. Making the advertisement controversial also means that the advertisers have succeeded in making a deep impression on their target audience.
Charlene: Thanks for your comments.
ReplyDeleteI believe having Beyonce as their spokesperson for their new product is quite fair. She does have a reputation of being very glamorous, furthermore, using a popular African-American woman will definitely help to increase its target audience, especially among the African-American pupulation in the States.
Nina: Thanks for your comments.
ReplyDeleteI agree that using a celebrity as a spokesperson for a commercial product is a very effective way to promote the product. Indeed, like what you mentioned, fans may just buy the product, whether the need it or not, just to be a step closer to their idol. It alters consumer's view on the product in a way.
Clouds: Thanks for your comments.
ReplyDeleteYes, Non-verbal cues certainly depicts what we want to say more accurately and truthfully. As we get older, we tend to hide our feelings or opinions sometimes, usually for the sake of being polite. Therefore, it is important for us to be able to read these non-verbal cues people are giving constantly.
Cheekiemaniac: thanks for your comments.
ReplyDeleteIt is no doubt the advertiser's intention to show its target audience how beautiful they can be if they use their product, perhaps just as gorgeous as Beyonce. I do agree that in some print ads, the result or views on it can vary from one person to another as it is very much subjective. It's a common trait of non-verbal communication I guess, as many signals can mean differently when decoded by people from different background.
CZJ: thanks for your comments.
ReplyDeleteAs I mentioned in the earlier, I agree with you that the person decoding the signal has to have the same wavelength as the person giving the non-verbal cue, if not misunderstanding can easily occur. This is perhaps why non-verbal cues are mostly used together with verbal communication. But such misunderstanding often creates hilarious situations, which bring about some fun to our daily lives.
Hey, Trevor here, I feel that non-verbal cues may provide accurate reflections of how people are feeling and what they are thinking of most of the time, but sadly, people nowadays are very shrewd, cunning and manipulative, gone are the days when people were simple-minded, naïve kampong-living creatures, due to the evolution of the society into a cold, power-driven and cynical one.
ReplyDeleteThus it’s no surprise that people will use these non-verbal cues on purpose to manipulate people around them. Though this might take great thespian skills and effective usage of the mind, but don’t deny it, many of us can do that disturbingly well.
Aside from society, that is also precisely what advertisements are meant to do, manipulate the masses so that they will be wildly tantalised and will be making a mad rush to grant the greedy advertisers their wishes.
Having said that, it would definitely be great if these skills and advertisements could be used for good instead for example to make someone’s day (simply with a genuine smile perhaps, which are rare nowadays) or helping people who are in need (through advertisements), don’t you agree?
Trevor: Thanks for your comments.
ReplyDeleteI do agree with you that non-verbal cues can be utilized, and probably already is, as a tool for manipulation or for other purposes to benefit oneself. But I believe that non-verbal cue is just a way in which we can express ourselves, or feelings we do not wish or know how to verbalize. Whether it does good or bad, still depends very much on the individual's intention.
I feel that as long as an advertisement manages to capture the attention of its target audience, be it a commercial ad or a public notice ad, it is a successful one.
Hey hey, Gerald here. In real life, I am of the opinion that non-verbal cues are not an effective manner by which people express themselves. Concurring with Trevor, I think that, nowadays, people tend to hide behind another facade. Perhaps if we were talking about real people interacting, micro-expressions would be a better indicator, though that would require an insanely intuitive, or extremely experienced person to identify. It's just an opinion I hold, though.
ReplyDeleteBut for adverts, I do like the choice of prints chosen. Admittedly, I don't think adverts that rely mostly on expressions are particularly effective. Initially, I failed to realize that there was someone behind the curtains in the first picture. It just seemed that they were exasperated at the dog chewing up the curtains. Perhaps it would be effective, if there were words too, to guide the consumers, to point them in the direction of the adverts intention. People these days (like myself =D) are incredibly stupid.
Again, these are just my thoughts. I like expression, but I just don't think they can be the focus in a particular settins
Gerald: Thanks for your comments.
ReplyDeleteBut isn't micro-expressions still a part of non-verbal cues? But I do agree with you that it takes a person of experience to read these sometimes overly-subtle signals from others.
It's true that print ads usually require accompanying text to help get its message clearly across. But in the case of the Comfort Ad above of the fabric dolls, I believe the humor lies mainly due to the presence of non-verbal cues.
By non-verbal, it actually prompted me to think of very traditional means of communication in the past. Say smoke signal, Morse Code, or the simple letters, SOS. How about telegram? The way we choose to communicate actually determines how well information is brought across to the intended recipient. For eg. if you are stranded on an island and could either send a smoke signal, or use your lovely voice to seek help. Which would you be using? Kind of obvious. But my point is, it is choosing the right means of communication for the right occasion. Clearly, the example you have chosen to speak of is of a visual means of communication. This appears to be the best way to bring out the underlying message in this case. It is similar to the use of celebrities to promote new products, because the advertisement leverages on the mass appeal that celebrities have. Let us also remember the use of slogans and tag line. "Just do it", "Impossible is nothing". Very effective and yet simple form of representing a human spirit, presented both visually as well as verbally. Indeed, non-verbal communication is effective when used appropriately in the right context. I think the key takeaways would be that effective communication has to be simple, able to capture attention and receiver is able to retain the information brought across, and ultimately, thought provoking.
ReplyDeletenon verbal advertisement is cost saving and efficient, it can be print on magazine, bus-stop, public transport etc. it's easy to get public awareness.it may look simple yet skin-deep. it takes alot of hard work and brain storming behind it to make it really work.
ReplyDeleteI like adverts that use non-verbal cues! They just stands out better than wordy adverts as at times, we have to decipher what the adverts are trying to convey through their words.
ReplyDeleteA picture tells a thousand words! Its just how well you brings out your idea to the audience.
Thanks for your recap on non-verbal cues! :)
non-verbal adverts if projected well to the mass will definitely have a great impact on its audiences. But verbal adverts might not lose out either. For example Singapore's Jia Xiang Mian? Despite it being a visual tv commercial, its catchy verbal sounds are ingrained so deeply into everyone!
ReplyDeleteAnd while a picture tells a thousand words, Loreal's airbrushing of its ambassadors have been associated as an act of racial discrimination, not to make beyonce look better in fact.
check out
ReplyDeletehttp://www.brandrepublic.com/BrandRepublicNews/News/915787/youre-not-worth-it-LOreal-found-guilty-racism/?DCMP=EMC-DailyNewsBulletin
Lenon: Thanks for your comments. =)
ReplyDeleteIt's true that non-verbal communication relies largely on the context and is most commonly used in conjunction with verbal communication methods. I believe that one of the reason why non-verbal communication is often chosen as the means of communication is because it's subtle but yet conveys the message clearly, and usually with a greater impact than verbal speeches.
Dixon: Thanks for your comments.
ReplyDeleteI believe that it's surely not easy to come up with a print advertisement that successful bring out the message of the advertisers. But when a great non-verbal advertisement appears, be it on television or prints, it usually captures the attention of target audience very effectively. Like the Comfort advertisement in my entry, which bring forth the message with a great sense of humor.
Kester: Thanks for your comments.
ReplyDeleteIndeed, a great print advertisement does speaks volume, especially when the masses can related to it. It's like in many comedies, whereby the actions of the comedians can sometimes be more hilarious than their conversations. Mr Bean is definitely one of the most classic example of that.
Alison: Thanks for your comments.
ReplyDeleteYes, I believe that the L'Oreal advertisement that Beyonce did previously caused much of an uproar among the African-American community in the United States, which is probably why they tone down on the air brushing in her latest advertisement shown above.
It's true that both forms of communication, verbal and non-verbal, have their own advantages, which is why they are usually used concurrently when we try to communicate with others. The importance of verbal conversation and presentation have always been known to many, but non-verbal cues should probably also be given its own stage in order for one to express himself in a way that is both convincing and genuine to others.
Print ads really allow us to examine all the different forms of nonverbal communication involved. Sometimes actions do speak louder than words. The L'Oreal ad simply states the importance of celebrity endorsements. From the view of an advertiser, people would want to use products that are also used by their favourite celebrities in order to achieve some "wow" factor or level of sexiness that the celebrity possesses. For this particular ad though, I think the idea of racism was not quite carefully considered when the advertisers decided to use Beyonce for the projection of the gorgeous bronze colour of her skin. That could surely spark off some debate and unrest.
ReplyDeleteHi chris! I like your point whereby you pointed out that :
ReplyDelete"We are constantly being surrounded by a myriad of print advertisements, but the success of these advertisements depends largely on how well it conveys its message with the use of both explicit and subtle non-verbal cues and also its ability to relate to the masses."
this is very true and I personally feel that non-verbal cues play a huge role in any sort of advertisement, any that aims to capture the attention of others. I mean, would you rather watch a 2 hour play consisting of dry lines with mediocre acting or a dance show with no lines at all?
we are more visual than any other and therefore, we tend to feel lazy to read/listen to large amount of texts (read: textbook haha). hence, i feel that non-verbal aspect is very crucial aspect in any advertising campaigns!
Audrey: Thanks for your comments.
ReplyDeleteUsing celebrity as spokesperson certainly is an effective way to get those products flying off the shelves. If not, I believe advertisers wouldn't be giving those celebrities such huge paychecks for their endorsements.
Having Beyonce in the advertisement campaign sure widens up the target audience, as she probably appeals to people of all races in the United States.
26thhour: Thanks for your comments Addy.
ReplyDeleteUsing non-verbal cues in advertisements allows advertisers to capture the attention of the masses very quickly as most people have a really short attention span or are simply too busy. They would most likely only give a quick scan to the advertisements that may be present at the bus stop or a magazine, thus, it is essential to convey the message clearly across within that short time span.
Non-verbal cue is definitely one of the most effective ways to achieve that, which explains its importance in most advertisements, especially print ads.