The Potential of Photo Manipulation as Visualization Technique in Advertising Campaign

Abstract

This paper describes visualization technique in using photo manipulation for advertising campaign. This technique allowed audience to view photorealistic examples of proposed design prototypes that were seamlessly placed into photographic images of the specific case study. With differences in advertising execution, photo manipulation is one of the solutions to recall the consumer’s attention. In order to achieve a higher awareness about the book village, the researchers proceeded to investigate the possible approaches most effective in delivering the messages. The finding of this research shows that photo manipulation is the preferred method of execution. This study will observe the potential of photo manipulation as the chosen technique in advertising campaign for Book Village in Langkawi as case study. The Book Village in Langkawi hit a snag a year after its launch. Now closed because of lack of funds and revenue, this village was investigated to study its promotional efforts and activities. It is found that the village has low awareness amongst teenagers and low presence online. Photo manipulation is related with photography techniques using models, backgrounds, lighting and others that are applied by using photo editing software [1]. The research is a visual communication design study taken to investigate previous promotional activities, then seeking new concepts and delivering it the unconventional way. The utilization of different media in creative advertising ideas can get the audience’s attention anywhere through media planning. Concerned with the research, the thesis is about to study the potential of using photo manipulation as a visualization technique in advertising campaign.