Online ISSN: 2515-8260

Keywords : advertising


LED Facade as an art form of visual aesthetics and communication in branding

Santo .

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 3, Pages 810-819

Malls and shopping buildings are part of public spaces, where communication is established, buildings and shopping centers in the capital city of Jakarta are developing, accompanied by increasingly modern technological developments. Monotonous appearance has now changed drastically and significantly. Technology and design take an crucial role in this stage of development, from the use of standard lamps which are now completely changing with the presence of urban screens, Light Emitting Diodes or LED, electronic components that emit monochromatic light.
Light Emitting Diode takes an important role in changing the appearance of buildings and shopping centers, now has a function as an advertising medium other than as aesthetics in Jakarta and other big cities. Nowadays shopping centers not only offer products but have turned into a gathering place for urban communities as a lifestyle, shopping centers are becoming meeting places and promotional events. Buildings and shopping centers now have a reciprocal (causal) relationship with urban spatial planning, architecture, and design that characterize urban society. In addition, Light Emitting Diode as an urban screen changed its function to become advertising communication media and create a metropolitan building that shines and has aesthetic value in the touch of technology.

Ravana In Advertising: Contemporary Interpretations Of The Mythological Evil

Dr. Manavpreet Kaur Arora; Dr. Kirandeep Singh; Dr. Pavitar Parkash Singh

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 7, Pages 6345-6355

Religion and mythology has been ubiquitous to the development of cultural ideas and their representations in various mediums.The idea of god as a personification of abstract values has fascinated the creative mind for generations. In India, the popular pantheon of Hindu gods and goddesseshas been worshippedforestablishing and upholding these positive valuesby subduing the negative characters in various narratives.Within this broad spectrum is the dominant character of Ravana who has varied literary descriptions and visual representations. This paper while investigating into the dichotomy that exists between the neutral literary portrayal of Ravana and his preferred negative visual depictions, will elaborate on the various cultural notions that are signifiedwith him in the context of contemporary India.
It is a qualitative enquiry for which Indian print advertisements published in the last two decades depicting Ravana have been analysed for their content and form.Formal analysis reveals that the visual representation of Ravana can be broadly categorized as realistic, illustrated or symbolic, wherein the realistic is the least preferred style. Though maximum advertisers have preferred an illustrated version, a growing trend towards its symbolic representation can be seen in the end of the current decade. Content analysis unveils that safety while travelling and unhealthy eating or hunger in India is two prominent evilsthat have been visually associated with Ravana. Maximumreference to Ravana in advertising is during the festival of Dussehra but there are a few brands which use his iconography for promotion at any time of the year.