Advertising on products body, a convergent media

Document Type : Research Paper

Authors

1 Master of Arts Research, Faculty of Arts and Architecture, Yazd University of Science and Technology, Yazd, Iran

2 Associate Professor of Industrial Management, Faculty of Economics, Yazd University, Yazd, Iran

Abstract

In today's world, advertising is considered a prerequisite for provision of goods and services. Due to the multiplicity of the tools in this kind of products presentation, it can be investigated singly. It can be evaluated in terms of structure in order to classify the advertising theoretical topics for advertisers to achieve the best possible choice in accordance with the elements. One of the advertising tools is the designs engraved on the body of products packaging. This text specifically explains about these designs. The common convergence and alignment in conveying the message is essential in integration of elements. In this particular case, the cultural convergence is concerned. This has been studied in elements such as color, images, text and form of packaging.
According to findings, selecting a color which is of paramount importance in the field of packaging requires many assessments. The use of visual signs along with the color elements has a great impact on acceptability of the packaging design. The convergence of the entire elements is of great importance. The elements congestion must be avoided. In other words, the negative and breathable spaces must be valued in this communication and advertising tool in order to display the concept of integration and convergence in this media. In this regard, by using descriptive-survey method and collecting the material through library method, the required elements in this tool were analyzed under common convergence.

Keywords

Media Studies
Volume 13, Issue 2 - Serial Number 41
September 2018
Pages 115-128

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