VISUALISATION

  

Meaning : Visualisation is the process of seeing through one‟s mind,s eye about the construction of it. It is forming initially a mental picture of the idea that would appear in the Advertisement. Visualisation is a process of creating ideas about overall construction and contents of the advertisement i.e. the layout, the contents, the size of headlines, the colours etc.

 

VISUALISATION IS A MENTAL PROCESS.  

Visualisation means seeing in the mind‟s eye the form of the idea as it would appear in the advertisement‟. It is communicated to the prospects by way of an advertisement. Fundamentally, visualisation is the process of playing with different ideas.

 A visualiser must possess fertile mind so as to develop worthwhile ideas. Later, these ideas are transformed into effective advertising message.

Advertisement comprises of several component parts like headline, sub-headline, slogan, body-text, illustration etc. 

 Visualisation is the skill to determine which elements an advertisement should contain and also how they should be featured. Through a gradual process, a visualiser imagines how his advertisement will appear when it takes the final form. Visualisation is generally undertaken by copywriters and art directors.

Visulation helps in converting abstract ideas into concrete forms or shape of layout of an advertisement. Visulation thus, deals with language of vision which is also a very powerful means of communication of one‟s thoughts, emotions, feelings, ideas etc.

 However, it differs from layout because it is an abstract form whereas layout is a concrete physical arrangement of things in the advertisement. Visualisation precedes layout and layout is the result of visualisation.

PROCESS OF VISUALIZATION :

The process of visualisation is a team work of copy writers, artists, producers etc. who work together to develop ad copies not only for press media but even for Radio, TV. and other media. Because of the importance of visualisation in introducing creativity in ad copies, the process of visualisation has become a specialised profession of some people who offer expertised services in visualisation.

The visualiser may follow the following steps to conceptualise an idea for advertisement :

1. Study the product / service to be advertised i.e. its features, merits, uses, etc.

2. Study advertising objectives - the objective may be to influence the consumer or it may be to influence the dealers to stock the product or the objective may be to counter competitive advertising.

 3. Collect relevant information - about the product, competitors products, prospects and other relevant information.

4. Conceptualise ideas by adopting various techniques such as brain storming, juxtaposition and association, divergent thinking, etc., talking into account the relevant information.

 5. Analyse the ideas from various angles-as to how the prospect would view it and interpret it, how far it will be effective, what impact it will make and so on.

6. Select two or three version or ideas which requires further probing. The visualiser than passes on the ideas to the copywriter and the artist.

 

TECHNIQUES OF VISUALISATION :

The well-know techniques of visualisation are as follows :

1. Identifying or Pinning Down the Problem : The matter to be advertised must be in co-relation with the problem. Thus, the problem must be first clearly laid down so that the advertising copy can be accordingly prepared.

 2. Forming Pool of Observations Facts Collected and Information Gathered : Before preparing an advertising copy and its construction, the several types of information has to be collected. This collection should be properly arranged in sequence, so that the entire amount of information can be used when needed.

3. Generating Brain Waves : This involves thinking on the part of the copy-writer. In this process, the information collected is thought over and a tank of storage collection is formed in the mind.

 4. Brain Storming : It means group thinking and generating cross currents of ideas, thoughts and imagination. Group discussions are arranged in which exchange of thoughts takes place and ideas of each other are know.

 5. Mediation : Then follows the analysis and synthesis of the ideas. In this stage, the search for tranquillity and calmness of mind takes place, where a quiet churning of ideas after waves and storms would lead to the obtaining of vision.

6. Rough Layout : A sketch of a rough work out is prepared of final vision which is the preliminary stage of visualisation.

 6. Giving Final Shape : Copy, art work, layout design and illustrations are the products of final touches given to the vision that is the idea is given the final form. All these techniques of visualisation are time-tested