Exploring the Role of Nonverbal Communication in Effective Transmission of Promotional Message in an Advertisement

Abstract

The paper expresses the study of the influences of diverse nonverbal elements, which are associated to both products and individual characteristics, on individuals sensitivity of products advertised. Nonverbal elements nurture the message that particular product or service aims to convey to its objective audience. Empirical research is carried out using two different sets of commercials, i.e. comparing video and stationary commercials for three dissimilar products in a rapid consumer moving goods category. The research outcomes indicate that the function of nonverbal communication is repeating, conflicting, replacing and prominence or mitigating the verbal component of a communication message. In an advertisement identical attention should be paid to both verbal and nonverbal communication components. Depending on the product category, non-verbal communication contributes to a grand or a fewer extent, but always in positive way in appraising characteristics of the person that uses the advertised product. Non-verbal message therefore can be used to enhance the preferred brand perception. Managerial connotations are also considered.