Visual Communication as used in a Business Context

Visual & Oral Visual & Oral Communication Communication as used in a as used in a business contextbusiness context

A report by A report by

Mr. Raymund N. SanchezMr. Raymund N. Sanchez

Coverage of the ReportCoverage of the Report

Review of Communication FundamentalsReview of Communication Fundamentals Visual CommunicationVisual Communication

DefinitionDefinition HistoryHistory Uses / Purpose / Practical business applicationsUses / Purpose / Practical business applications Advantages & DisadvantagesAdvantages & Disadvantages

Oral CommunicationOral Communication DefinitionDefinition Uses / Purpose / Practical business applicationsUses / Purpose / Practical business applications Advantages & DisadvantagesAdvantages & Disadvantages

Communication Communication Fundamentals, a recapFundamentals, a recap

CommunicationCommunication: the process of : the process of exchanging informationexchanging information



Communication can be seen as processes of Communication can be seen as processes of information transmission governed by three information transmission governed by three levels of semiotic rules:levels of semiotic rules:

SyntacticSyntactic (formal properties of signs and (formal properties of signs and symbols)symbols)

PragmaticPragmatic (concerned with the relations (concerned with the relations between signs/expressions and their users) between signs/expressions and their users)

SemanticSemantic (study of relationships between signs (study of relationships between signs and symbols and what they represent)and symbols and what they represent)


Communication

Verbal Non - Verbal

visual visual oraloral

Spoken languageWritten language Pictures Wordless Sounds

Symbols

Sensory Inouts

Body Languages

others

I. History of Visual I. History of Visual CommunicationCommunication

History of Visual History of Visual CommunicationCommunication

““Expression of the Expression of the Emotions in Man and Emotions in Man and AnimalsAnimals“ by Charles “ by Charles Darwin was the first Darwin was the first scientific study on scientific study on nonverbal nonverbal communicationcommunication

History of Visual History of Visual Communication Communication (continued…)(continued…)

Visual Visual Communication has Communication has been around since been around since the dawn of manthe dawn of man

(Top Right Picture) Hieroglyphs typical of (Top Right Picture) Hieroglyphs typical of the Greco-Roman periodthe Greco-Roman period

(Bottom Right Picture) Image of a horse (Bottom Right Picture) Image of a horse from the Lascaux caves in Francefrom the Lascaux caves in France

History of Visual History of Visual Communication Communication (continued…)(continued…)

Visual Media has Visual Media has been in use in been in use in advertising since advertising since ancient timesancient times

(Top Right Picture) Black-figured lekythos (Top Right Picture) Black-figured lekythos with the inscription: “buy me & you’ll get with the inscription: “buy me & you’ll get a good bargain” was dated at 550 BCa good bargain” was dated at 550 BC

(Bottom Left Picture) Edo period advertising (Bottom Left Picture) Edo period advertising flyer from 1806 for a traditional flyer from 1806 for a traditional medicine called Kinseitanmedicine called Kinseitan

II. Definition of II. Definition of TermsTerms

Definition of TermsDefinition of Terms

Verbal communication:Verbal communication: the the process of communication through process of communication through sending and receiving messages with the sending and receiving messages with the use of wordsuse of wordsWord: Word: a unit of language that carries a unit of language that carries

meaning and consists of one or more meaning and consists of one or more morphemes which are linked more or less morphemes which are linked more or less tightly together, and has a phonetical value.tightly together, and has a phonetical value.

Definition of Terms Definition of Terms (continued…)(continued…)

Nonverbal communication:Nonverbal communication: the process of the process of communication through sending and receiving communication through sending and receiving wordless wordless messagesmessages GesturesGestures Body languageBody language PosturePosture Facial ExpressionsFacial Expressions Eye ContactEye Contact AppearanceAppearance IntonationsIntonations HandwritingHandwriting Etc.Etc.


Visual communication:Visual communication: the conveyance the conveyance of ideas and information in forms that can of ideas and information in forms that can be read or looked uponbe read or looked upon

Oral communication:Oral communication: the conveyance of the conveyance of ideas and information in forms that can ideas and information in forms that can be listened to or spokenbe listened to or spoken


Cognition:Cognition: information processing view information processing view of an individual's psychological functionsof an individual's psychological functions

Media:Media: beginning of human beginning of human communication through artificial channels communication through artificial channels

III. Uses / PurposeIII. Uses / Purpose

Guess the Logo?Guess the Logo?

AppleApple


WikipediaWikipedia


New Line CinemaNew Line Cinema


Yellow PagesYellow Pages


James BondJames Bond


Unreal Unreal TournamentTournament


United ArtistsUnited Artists


United NationsUnited Nations


AOL (America AOL (America on Line)on Line)


PixarPixar


nVidianVidia


BluetoothBluetooth


Sony EricssonSony Ericsson

““A picture is worth a A picture is worth a thousand words” thousand words”

- -

Juicy TurkeyJuicy Turkey

1.1. Various forms of visual-nonverbal Various forms of visual-nonverbal communication techniques are communication techniques are invaluable in advertising, promotions, invaluable in advertising, promotions, product placement, endorsements, product placement, endorsements, sales promotion, public relations, trade sales promotion, public relations, trade shows as attention gettersshows as attention getters

http://www.youtube.com/watch?v=nhqDi322s_Q

Life-size stickers of people were stuck on Life-size stickers of people were stuck on automatic sliding doors at a mall in automatic sliding doors at a mall in Mumbai , India . When someone Mumbai , India . When someone

approaches, the doors move apart and it approaches, the doors move apart and it feels like the people on the door are feels like the people on the door are

moving away. The person entering finds moving away. The person entering finds the message, the message, "People move away "People move away

when you have body odor".when you have body odor".

An advertisement found in Malaysia. An advertisement found in Malaysia. A sticker was placed on the high voltage A sticker was placed on the high voltage

box depicting that powerful Duracell box depicting that powerful Duracell batteries were used. batteries were used.

An ambient exercise to promote Eatalica burgers. An ambient exercise to promote Eatalica burgers. A "Caution - Wet Floor" board was placed near A "Caution - Wet Floor" board was placed near an Eatalica burger signboard. The copy on the an Eatalica burger signboard. The copy on the

board reads: board reads: "Ogling at the burger may involuntarily cause "Ogling at the burger may involuntarily cause

drooling, which may in turn lead to a wet drooling, which may in turn lead to a wet floor. Issued for your safety by the floor. Issued for your safety by the

management of Eatalica Restaurant".management of Eatalica Restaurant". (Eatalica is an American-Italian food joint in (Eatalica is an American-Italian food joint in

Chennai , India .) Chennai , India .)

A giant mirror was built that allowed A giant mirror was built that allowed passers-by to stop and look at passers-by to stop and look at

themselves wearing clothes at a themselves wearing clothes at a shopping mall in Tokyo , Japan . shopping mall in Tokyo , Japan .

Advertisements for a job-recruiting Advertisements for a job-recruiting company in Berlin, Germany depict company in Berlin, Germany depict

people working in vending machines and people working in vending machines and ATMs. It delivers the message: ATMs. It delivers the message:

"Life is too short for the wrong job"."Life is too short for the wrong job".

Stickers were placed in selected car park Stickers were placed in selected car park locations and car workshops where M-locations and car workshops where M-

Tech Plasma HID lights are sold in Tech Plasma HID lights are sold in Malaysia It delivers the message that Malaysia It delivers the message that

these headlights are 300% brighter than these headlights are 300% brighter than regular headlights. The burn-effect regular headlights. The burn-effect

sticker from the headlights really leaves sticker from the headlights really leaves an impression. an impression.

In another creative idea by The Fitness In another creative idea by The Fitness Company, "dumbbells" were placed at Company, "dumbbells" were placed at

various subways in New York City , various subways in New York City , which create an illusion that the person which create an illusion that the person holding the safety bar is doing weights. holding the safety bar is doing weights.

A very cost-effective advertisement in A very cost-effective advertisement in Hong Kong for a yoga school showcases Hong Kong for a yoga school showcases the prowess of a yoga practitioner on the the prowess of a yoga practitioner on the

flexible stems of drinking straws flexible stems of drinking straws Enquiries and enrolment went after up Enquiries and enrolment went after up

this promotional stunt. this promotional stunt.

A creative ad by Mini Cooper placed at the A creative ad by Mini Cooper placed at the Zurich , Switzerland train station, shows Zurich , Switzerland train station, shows

people climbing into or out of the car, people climbing into or out of the car, when they are actually entering or exiting when they are actually entering or exiting

stairs. stairs.

2.2. Visual-nonverbal is also commonly Visual-nonverbal is also commonly used developing name recall & brand used developing name recall & brand recognitionrecognition

3.3. Picking up subtle clues from facial Picking up subtle clues from facial expressions, mannerisms, tone of expressions, mannerisms, tone of voice, etc. is invaluable in transactions voice, etc. is invaluable in transactions involving negotiationsinvolving negotiations

4.4. Symbols, which are a form of visual-non Symbols, which are a form of visual-non verbal communication, are one verbal communication, are one cornerstone of building a strong cornerstone of building a strong corporate culturecorporate culture

5.5. Actions, which are also a form of visual-Actions, which are also a form of visual-non verbal communication, sets non verbal communication, sets examples for imitation & can build good examples for imitation & can build good moralemorale

The chief executive of General Motors (GM), Rick Wagoner, is to take a 50% pay cut to help the struggling carmaker save money.

IV. Advantages & IV. Advantages & DrawbacksDrawbacks

AdvantagesAdvantages

Transcends language barriersTranscends language barriers


Transcends language barriersTranscends language barriers Attention gettingAttention getting

http://www.2advanced.com/

http://www.leoburnett.com

http://www.dstrict.com/


Transcends language barriersTranscends language barriers Attention gettingAttention getting Ability to pick up information while in a Ability to pick up information while in a

passive state of listeningpassive state of listening It exhibits both phylogenetic and It exhibits both phylogenetic and

ontogenetic primacyontogenetic primacy

In the development of In the development of human communication, human communication, nonverbal behavior nonverbal behavior predated the predated the development of verbal development of verbal communicationcommunication


Transcends language barriersTranscends language barriers Attention gettingAttention getting Ability to pick up information while in a Ability to pick up information while in a

passive state of listeningpassive state of listening It exhibits both phylogenetic and It exhibits both phylogenetic and

ontogenetic primacyontogenetic primacy It seems to be trustableIt seems to be trustable

Although the written word can contain more complex lines of thought, it is generally thought of as devoid of emotion & the human element, & thus, more difficult to trust…

Non-verbal communication on the other hand is an opposite of the written language. Since people see a face, an emotion, an instance in which then can relate with, the are able to sympathize & connect to the sender of the message. People tend to not believe a verbal message when a nonverbal message contradicts it.

DisadvantagesDisadvantages

Imprecise & difficult to convey complex Imprecise & difficult to convey complex ideasideas



Except for pictures/symbols, it can only Except for pictures/symbols, it can only communicate for limited distances, and communicate for limited distances, and only in the present moment only in the present moment

Except for pictures/symbols, it doesn't Except for pictures/symbols, it doesn't come across phone lines or in written text come across phone lines or in written text



Except for pictures/symbols, it can only Except for pictures/symbols, it can only communicate for limited distances, and communicate for limited distances, and only in the present moment only in the present moment

Except for pictures/symbols, it doesn't Except for pictures/symbols, it doesn't come across phone lines or in written text come across phone lines or in written text

Often cannot transmit factual information Often cannot transmit factual information

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Imprecise & difficult to convey complex ideasImprecise & difficult to convey complex ideas Except for pictures/symbols, it can only communicate Except for pictures/symbols, it can only communicate

for limited distances, and only in the present moment for limited distances, and only in the present moment Except for pictures/symbols, it doesn't come across Except for pictures/symbols, it doesn't come across

phone lines or in written text phone lines or in written text Often cannot transmit factual information Often cannot transmit factual information Is open to multiple interpretations -- easy to misread Is open to multiple interpretations -- easy to misread Can possibly distract from the original intent of the Can possibly distract from the original intent of the

messagemessage

SummarySummary

Visual, Non-Verbal communication is an Visual, Non-Verbal communication is an essential part of businessessential part of business

Visual, Non-Verbal communication has several Visual, Non-Verbal communication has several uses in the field of commerce, mainly: uses in the field of commerce, mainly: Improving a message by enhancing ideasImproving a message by enhancing ideas Improving the chances of getting the message Improving the chances of getting the message

through by avoiding noisethrough by avoiding noise Adjust attitudes & behavior of people better as Adjust attitudes & behavior of people better as

compared to verbal messagescompared to verbal messages

SummarySummary

Visual, Non-Verbal communication is not Visual, Non-Verbal communication is not limited to external information sending but also limited to external information sending but also internal messaging as wellinternal messaging as well

Most common external usage includes:Most common external usage includes: AdvertisingAdvertising Public RelationsPublic Relations NegotiationsNegotiations Etc.Etc.

Internally, it is used to convey broad ideas & Internally, it is used to convey broad ideas & messages to the employeesmessages to the employees

SummarySummary

Visual, Non-Verbal communication is not Visual, Non-Verbal communication is not limited to external information sending but also limited to external information sending but also internal messaging as wellinternal messaging as well

Most common external usage includes:Most common external usage includes: AdvertisingAdvertising Public RelationsPublic Relations NegotiationsNegotiations Etc.Etc.

Internally, it is used to convey broad ideas & Internally, it is used to convey broad ideas & messages to the employeesmessages to the employees

SummarySummary

Visual, Non-Verbal communication is can also Visual, Non-Verbal communication is can also be disadvantageous because:be disadvantageous because: Imprecise & difficult to convey complex ideasImprecise & difficult to convey complex ideas Except for pictures/symbols, it can only Except for pictures/symbols, it can only

communicate for limited distances, and only in the communicate for limited distances, and only in the present moment present moment

Except for pictures/symbols, it doesn't come across Except for pictures/symbols, it doesn't come across phone lines or in written text phone lines or in written text

Often cannot transmit factual information Often cannot transmit factual information

Visual Communication as used in a Business Context

Business

process of communication

human communication

recap communication

visual oral communicationas

right picture image

unit of language

information processing

conveyance of ideas