Aesthetic or Communication? 2

By: M. Ismail
This article is a continuation of Estetika or communication? (1). In the previous article we discussed about the difference between aesthetics and communication in general. On this article we will further discuss the relationship and communication with the aesthetic graphic design and advertising.


In business and marketing, a business owner to pay the expensive an advertising agency to design the concept of marketing communications and creative with the expectation that the products can be recognized by the target consumer, demand, and behavior in the market.

After obtaining the client's brief, the marketing and creative advertising agency in the search for hard to think of creative and marketing communications that are appropriate for the product.

You can see there are two main elements in the sentence above are the concept of marketing communications and creative concepts. I tell you….

The concept of marketing communications and creative concepts related to each other, each can not stand on its own. The concept of marketing communications is WHAT TO SAY and creative concept is HOW TO SAY.

What to say about the marketing communication is what, to whom, how, when and where the product will be directed.

What are the benefits of the product and weaknesses? Products for whom? How competitive conditions and opportunities in the market? When the product is communicated to the appropriate target consumers? And how to build a brand strategy for the short and long term?

What to say when it is finished, turn the creative people who say what to pour into strategi and creative concepts.

Within the strategy and creative concept of this very influential aesthetic elements. Moreover, what to say when it is complete and all of the channels in use. So, visual aesthetics, aesthetics of music, film aesthetics, aesthetic elements of a sound in the execution of creative materials such as ATL (Above The Line) that print ad, television commercial, radio spot and BTL (Below The Line), namely posters, brochures, banners, billboards, and so forth.

Many elements that can be a source of inspiration and creative ideas that fit with what to say, such as culture, character and consumer habits, technology, history, movies, hot issues, and more. And all this must be packed in with the creative execution of the aesthetic elements in accordance with the product and target market.

After what to say and how to say is complete, then we will know whether the concept of communication and creative work to reach the target means that when all the creative materials already appear on the TV media, radio, newspaper, magazines and the media below the line if you can make the target consumers are interested in product, try and buy products tersebuit. How do consumer perceptions of product next. What brand can continue to be remembered among other brands. Whether the results of the "campaign" through various media products can influence the behavior of consumers in the purchase of a product similar to.

Moreover, communication and creative impact on consumers can influence and create new habits or culture in the society of that ad impression, especially tv ads. Although not the goal, but the impact is affecting the popularity of this brand and would also better if the line with the increase in product sales and consumer loyalty.

So if you want to create promotional materials such as print ad or brochure, for example even though the products do not only think of good or does not matter the color, shape, or location of governance but also to think a communication. Ok, we are equally learn ...

So, that's the combination of two main elements, namely the concept of advertising in marketing communications and creative.Communication and aesthetics.

There are other comments or opinions please ...

Source: estetika atau komunikasi 2

To read previous articles click here: Aesthetic or communication 1

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