Photography as a key element in tracking message to targeted customer groups

Shaip Vehbi Bytyçi


Photography is an integral part of our daily life. Every day, among other things, we pass on numerous commercials that contain proper visualizations as part of different objectives. In marketing practice this requires the right design options. When it comes to the question of how information aspects of an advertisement are transmitted, for an understandable and memorable message, the image - text combination has proven the essential effects.

Psychological studies support this finding, particularly the cognitive theory of multi-media information. However, the relevant external circumstances need to be carefully studied before designing media advertisements. Overloading the information and increasing the interchangeability of products and content from the saturated markets have a greater meaning. Therefore, successful contact by activating measures often appears more important than informational content.



marketing, photography, advertising, message.


Baddeley, A.D. (2002). Is Working Memory Still Working? European Psychologist.

Bruhn, M. (2010). Kommunikationspolitik: Systematischer Einsatz der Kommunikation für Unternehmen (6.Aufl.). München: Vahlen.

Cook, L. K. & Mayer, R.E. (1988). Teaching Readers About the Structure of Scientific Text. Journal of Educational Psychology.

Edell, J.A. & Staelin, R. (1983). The Information Processing of Pictures in Print Advertisement. Journal of Consumer Research.

Held, D. & Scheier, C. (2013). Wie Werbung wirkt: Erkenntnisse des Neuromarketing (2.Aufl.). Freiburg: Haufe.

Homburg, C. & Krohmer, H. (2009). Marketingmanagement (3.Aufl.). Wiesbaden: Gabler.

Kroeber-Riel, W. & Esch, F.-R. (2011). Strategien und Techniken der Werbung: Verhaltens- und neurowissen-schaftliche Erkenntnisse (7.Aufl.). Stuttgart: Kohlhammer.

Levie, W.H. & Lentz, R. (1982). Effects of Text Illustrations: A Review of Research. Educational Communication &Technology Journal.

Mayer, R.E. & Anderson R.B. (1992). The Instructive Animation: Helping Students Build Connections Between Words and Pictures in Multimedia Learning. Journal of Educational Psychology.

Mayer, R.E. (2005). Introduction to Multimedia Learning. In R.E. Mayer (Hrsg.), The Cambridge Handbook of Multi-media Learning, New York, NY: Cambridge University Press.

Mayer, R.E. (2005). Cognitive Theory of Multimedia Learning. In R.E. Mayer (Hrsg.), The Cambridge Handbook of Multimedia Learning, New York, NY: Cambridge University Press.

Schmid, S. & Blau, P. (2009). Gute Visualisierungen statt vieler Worte. In P. Strahlendorf (Hrsg.), Jahrbuch Health-care Marketing 2009, Hamburg: New Business.

Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.