"Beyond Words: The language of Visuals in Artistic Expression and Marketing in India"

Sumana Mitra; Abhishek Das

doi:10.36948/ijfmr.2025.v07i02.37840

"Beyond Words: The language of Visuals in Artistic Expression and Marketing in India"

Author(s)	Sumana Mitra, Abhishek Das
Country	India
Abstract	This study explores the profound role of visual language as a medium of communication in artistic expression and marketing, moving beyond the conventional use of textual narratives. Employing a qualitative research methodology, the study examines how visual elements convey complex emotions, messages, and brand identities that resonate deeply with audiences. Central to this research is the application of content analysis, enabling a systematic examination of visual components such as colors, imagery, typography, and composition in both artistic and marketing contexts. By narrowing the research focus to the interplay between artistic and marketing visuals, the study highlights their mutual reliance on symbolism, cultural context, and semiotics. Artistic visuals are analyzed to uncover how they transcend linguistic barriers, fostering universal understanding through creative expression. Similarly, marketing visuals are scrutinized for their ability to craft compelling brand narratives, influence decision-making, and establish emotional connections with target audiences. The thematic content analysis method is applied to a diverse selection of visual artifacts, including advertisements, and social media campaigns. The analysis reveals recurring patterns, themes, and techniques, shedding light on the shared principles underlying effective visual communication. Key findings suggest that both domains rely heavily on the strategic use of symbolism, cultural narratives, and audience-specific tailoring to achieve their communicative goals. This study contributes to the growing body of interdisciplinary research bridging art and marketing, offering insights into the transformative potential of visual language. It underscores the importance of understanding visuals as a dynamic and powerful tool for storytelling, capable of transcending linguistic and cultural barriers.
Keywords	Visual language, artistic expression, marketing, qualitative research, content analysis, semiotics, consumer behavior, emotional response, brand perception.
Field	Sociology > Journalism / Media
Published In	Volume 7, Issue 2, March-April 2025
Published On	2025-04-09
DOI	https://doi.org/10.36948/ijfmr.2025.v07i02.37840
Short DOI	https://doi.org/g9fb5v

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"Beyond Words: The language of Visuals in Artistic Expression and Marketing in India"

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