The use of abstract images in advertising design requirements & impact Essay

The use of abstract images in advertising design requirements & impact - Essay Example Hence, the advertisers are taking keen interest in improving the credibility of their advertisements to attract customer attention and influence their purchase decisions by changing their attitudes and perception of the products through effective advertising. The use of abstract images is significant owing to its manifold benefits. It is used by companies as a part of their cognitive message strategy, affective message strategy, conative message strategy, or brand message strategy. The cognitive message strategy strives to rationalize arguments and promote a unique selling point of the products and dismiss competition by attacking the competitor’s product by influencing direct advertising. Affective message strategy is more inclined towards emotionally targeting the customers and establish a link to its products by facilitating the target audiences to recall their personal experiences which influence them in making the ultimate purchase decision. Conative strategies offer huge discounts and free gifts as a means of attracting their target customers while brand building strategies largely focus on enhancing and elevating the brand image of their products (Masterman, Wood, 2006, Pp.143). Visualization is the key to capturing the early attention of the consumers since it has immense potential of enchanting and mesmerizing the consumer’s psyche which lead to the ultimate purchase decision. This tactic is now been increasingly used by advertisers in both digital as well as print media. In terms of advertising – visualization refers to the interpretation of realistic or abstract images which depict a specific set of data. The abstract advertisers have often embraced the use of highly abstract visual metaphors and symbols in various advertising campaigns to put across their point clearly and diligently. According to Goldman and Montagne, (1986), the advertisers today mostly focus on structuring their advertising campaigns which are built