Using Non-Verbal Cues in Advertising

Nonverbal aspect of communication plays a significant role in advertising production, especially in the sphere of perfume advertising as its commercials are formed mainly by nonverbal component. The present study is aimed to establish effective ways of the influence on the future customers` choice by using various nonverbal cues in the perfume commercials. Also, this paper is to shed light on the process of transferring perfumes` smell “through the screen”. Theoretical part of this paper is to define the main concepts of nonverbal communication. For example, it is considered that actor`s body language and its interpretation has a significant impact on perfume`s perception. Moreover, speaking about nonverbal signals that can affect the audience it is crucial to prove that advertising is a part of audiovisual culture, so it should also take into account such factors as voice, color and background music influence. In the empirical part the most effective nonverbal mechanisms which have an impact on the commercial` audience were figured out by analyzing commercials of both male and female fragrances on the basis of their content and nonverbal cues that were used. As a result of this research all the mechanisms were classified according to the fragrances` characteristics. This classification is useful in the sphere of perfume advertising. It is expected that it will help those specialists who have to use nonverbal cues effectively.