Advertising has been the oldest method in history to further an idea into minds. From word-of-mouth strategies to catchy jingles selling detergent, the idea behind advertising has always been to grab eyeballs. And with the different forms of media at their disposal namely print, electronic and broadcast; reaching out to people with a persuasive idea has never been difficult. The challenge that the advertising industry must constantly answer is reinvention in the face of changing times. Gone are the days when people would collect in swarms to watch the successful young women in Santoor soap ads turning out to be older than expected, humming the jingle along. Time is a precious commodity and the Generation Y knows too well, to waste it. With changing times advertising industry must revamp their strategies to keep up.

In the recent times, keeping up with the advents of virtual marketing, the advertising industry has managed to tap the throbbing vein of the generation and has paved its way to maintain their stronghold over the minds. Now “likes”, “tweets” and viral videos sell products much faster than the other traditional methods.

Advertising entails understanding the audience thoroughly and by employing the what, why, when, how and where in their strategies they are reaching out to wider mass appeal. Selling a brand has transcended the usual “buy my product” theme, now ‘advertainment’ is the mantra of the game.  To this end new media has emerged as the savior of advertising methods, reaching out to people across various socio-economic layers at once.

The use of ultra targeted campaigns with relevant customized messages along with launching initiatives to build a natural viral scenario has been the contemporary strategy, in a nutshell.

On the economical level modern day advertising methods has been banking on money making strategies using the Internet as the modus operandi. Pay per click advertising and Ad Sense are making use of referral advertising to propel its outreach and earn revenue. With the advent of new media, traditional media however has had to take a step back. With interactive satellite television companies making their technology better, viewer can skip ads with just a touch of a button on their remote. The challenge, now for the electronic media would either be to make their ads crisp and even more eye catching, or abandon ship and target the same audience on a different platform. At the end of the day no two ads are the same. They target a different audience, a different mindset and a different appeal. The advertising industry has a bright future catering to mass consumerism and adapting to new socio-cultural and technological changes.

Visual rhetoric is an art of communicating with images and visuals as opposed to other forms such as audios and written words. The form though has present since time immemorial, has gained recent success because of the advent of digital media. The form of communication has touched a number of aspects including business, arts, philosophy, science, spirituality, religion, culture, socialism as well as technology.

It is not easy to define visual rhetoric in a sentence or two. For it is not limited in its essence. Moreover it is rapidly expending its reach and quickly making an impact on a number of worldly (and superficial) aspects. The basic aim or objective of visual rhetoric is to use communication tools such as imagery and words to bring a concept to life. It is not easy as it may sound because each and every element that goes into its development has to have an emotional impact. If its not worthy of giving goose bumps, it is dumped.

Through visual rhetoric concepts such as relationships, beauty, consciousness, social discrimination gain much more power and impact than solely written words could have lent them. The process of writing through a picture is almost as similar to as writing about one, but with a different motive. A visual rhetoric does not aim at explaining a picture but on elaborating its mood and expression. So each and every word is linked to explaining a theme or a concept and not a fact. Even though the image will have an identity of its own, it shall not fail to explain the reason behind why that particular picture is perfect to explain that particular theme.

The concept of visual rhetoric in its classical form has a number of concepts such as arrangement, emphasis, clarity, tone and ethos. These concepts individually or in synchronization are capable of making a marvelous impact. While words give us an answer in hand, visual rhetoric makes us understand it thoroughly.

With the mushrooming of various types of businesses in the scenario of globalization, there arises a separate need for creative experts. These creative experts have the requisite skill and knowledge to carry out and design a innovate concept that can be made into a base to establish the product in the market. An organization handling the advertising and conceptualization aspect of the product or services offered by a company is known as a creative agency or an advertising agency. The sole purpose of an ad agency is to create and plan the concept of promotion, through which a company will market its products. Promoting a product in the right manner is important for its survival in the cut throat competition. With new forms of social Medias coming up in this technologically advanced society, agencies constantly device new methods to reach out the consumers.

A Creative agency works at various levels to create an advertising campaign fit for the product. The main sole of any ad agency is the team of copywriters and art directors who formulate a concept and intelligently develop the content for the advertisement. After the concept team get an idea about the product from the account department the creative team generates ideas that can be worked on further. All the creative writing services work in tandem with the several production houses and production studios that further shape the concept. The production department is the next step of the process which is responsible for formulating the idea into a proper advertisement.

The main clients of a creative agency generally include private firms, NGO’s, multinational companies and government companies as well. These companies hire the ad agencies based on their requirement. There are various types of creative agencies in India such as, Specialist Advertising agencies, In-house Advertising Agencies, Limited-Service Advertising Agencies and even the new form of agencies called the SEO agencies and Social Media Agencies. The need is growing manifold and so is the output in terms of strategy.