Issues in Brand Communication in Visual Discourse and its Operational Mechanisms in Food Commodity Designs

Abstract

When designing an advertisement for the promotion of food commodities that meet the needs and desires of the consumer, the graphic designer tries to create a visual discourse based on an idea that crystallizes according to a design system that can influence and be affected through mental production to express the design action. From the above, the idea of the advertisement crystallized in the mind of the researcher. By conducting a survey study, he revealed images of advertisements designed to promote food commodities and the signs and symbols they contain in their contents that can carry communication messages that affect the consumer and are affected by his reactions to the design. Therefore, the researcher posed the following question:

What is the problem of brand communication in visual discourse and the mechanisms of its operation?

Food commodity designs?

The current research aims to:

1- Revealing the problem of brand communication in the visual discourse of print advertising designs.

2- Access to the work of the scientist in the designs of advertisements directed to food commodities.

Therefore, the researcher adopts the descriptive analytical method, as it is the most appropriate method to achieve the research goal.

The research community consists of advertisement designs directed to promoting food commodities, which are a feature of social communication by introducing the consumer to the advertised food item. The researcher obtained a group of advertisements for food commodities through the Information Network (Net), so he considered it a community for his research. The research community was chosen. A random sample from the research community amounted to (3) design models. The most important results are:

1- There is an interest by the designer in the graphic representation of the colors used in the sample models, which showed a kind of color consistency that attracts the consumer’s attention towards the material presented in the advertisement.

The most important conclusions are:

1-The sample models adopted in the current research were distinguished by their use of appropriate signs from the companies sponsoring the advertisement, which achieved the desired goal.