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Nonverbal Communication in Advertising Industry Essay

Life is all about communication. Positive feedback is when the intended reaction happens from transmitted message. A negative feedback is when the message spurs an opposite reaction from the intended one. Communication can be verbal. However, it can also be non-verbal. Nonverbal communication results from the body language like shaking the head, eyes contact, and hands motion. Nonverbal communication affects the media and film industry in an impeccable way. It causes people to go for makeover cosmetics so that they can impact changes. It has resulted in employment creation for the stylists and beauty therapists.

When people do not say a word, it is still assumed that they have communicated. It is because non-verbal communication goes on even when people do not say anything. For any relationship to become successful, communication must be an ongoing thing on a personal and professional level (Featherstone, 2010). People would rather concentrate on the non-verbal signals because it is the one thing that a person cannot hide from anyone (Featherstone, 2010).

Trade and business are one area that does not escape the value of communication. Consumerism is the increasing consumption of goods and services. It is healthy for the economy. Many organizations have developed the art of conversation around this theory. Manufacturers have discovered the best way to promote their products (Featherstone, 2010). They have to include the nonverbal aspect of their advertisements. The media and film industry has become crucial for the people seeking to showcase their talents.

The realization that nonverbal communication has power has affected the advertising industry (Featherstone, 2010). Many of the advertising agencies and marketers would use images that attract the buyers. Products that men love using would have beautiful images of women. As a result, a majority of the products sell quickly because of the image they portray.

Consumerism has caused many people in the media industries to start programs that help shape the thinking of citizens. The reality shows have taken up a greater percentage of the programs on the main Televisions. They concentrate and emphasize the importance of keeping a particular figure or image and face. It has led to competitions among participants on keeping themselves beautiful based on the traditionally accepted meaning of beauty (Featherstone, 2010).

The society has come to accept that tall, super thin and those under the age of 25 years are the most beautiful among other women. The blacks, the South Americans, Africans and Asian models are now included in the list of beautiful models (Featherstone, 2010). Due to this, the Botox treatment became famous among the celebrities. Many of those in the film and media industries have had to use it. One had to get injections every six months.

However, one would not have all his or her expressions displayed because the treatment had its down syndromes. It slowed down the affected thresholds and developed new inappropriate lines in unexpected places. In as much as it helped to eliminate the stigmatization of aging and wrinkles, it also made one to develop fake nonverbal expressions. Women started using the silicone implants to enlarge their breasts and hence enhance their self-image of beauty (Featherstone, 2010).

Many ladies have gone as far as signing up for the face uplift through plastic surgeries to help improve their image (Featherstone, 2010). There is so much concentration on the body because psychologists and beauty therapists believe that once the body looks good, the person feels good and becomes motivated. What one can see and touch becomes the motivating factor for one’s image.

It is interesting how nonverbal communication can shape the cultural ideals. If people believe that facial and body enhancements can improve one’s image and make one a star, then it becomes a source of inspiration (Featherstone, 2010). What is terrifying is that the whole process of makeover may go wrong and cause someone to regret. Nonverbal communication can be so interesting that one can communicate an idea and without saying anything. It only gets frustrating when one gets the wrong message or translates the message in a different way than was intended.

Face to face interaction makes one to get an instant answer. One can also monitor the non-verbal signals and react to it with immediate effect. Computer-mediated interaction does not give one the pleasure to know what the respondent is thinking (Burgoon, Guerrero & Floyd, 2010). It also keeps the two parties separated and therefore not able to control the words depending on the emotions. There is a historical record for the computer generated interaction but not for the face to face communication.

The computer also uses the recorded information. Computers do not have feelings. They do not show any signs of anger, remorse or happiness while face to face communication shows emotion (Burgoon, Guerrero & Floyd, 2010). One of the similarities is that communication is ongoing. The informant has to encode the message in the way that one can understand it and the receiver has to decode it to give a response. Face to face communication is better than computer-mediated interaction.

Nonverbal communication is an excellent resource for relationships. One can use the signals to understand the other party. One also learns to understand what one means when they have a particular posture, head movements, the eyes, and facial expressions (Burgoon, Guerrero & Floyd, 2010). One can easily know when the other person is angry, happy, and uncomfortable.

The haptics and vocalics may provide the best way to understand a person’s feelings and be able to control communication. One knows how to keep the personal space, social space, and intimate space in check. Verbal communications give direct answers that may not necessarily be true. The nonverbal communication is, therefore, essential to any discussion. It gives meaning to words (Burgoon, Guerrero & Floyd, 2010). It can support the verbal communication or supplement it. It can also replace the verbal communication. Another importance is that it can act as the best way to interact with people since it does not give false information.

Culture is the way of life of a given people or community. It is the customs and beliefs that people adopt and incorporate in their livelihood. In some cultures, a node signifies that he or she agrees to the conversation (Burgoon, Guerrero & Floyd, 2010). But in other areas it is a form of greetings. In America, when one shows thumbs up, it means one is asking for a parking space or merely congratulating one for achievements (Featherstone, 2010). The same kind of nonverbal expressions may mean entirely different and or give the opposite meaning in a different community (Burgoon, Guerrero & Floyd, 2010).

It has become the way of life since it affects almost every industry. The television programs and magazines have developed because of the remodeling of the programs and articles in the magazines. It has also showcased how people have risen from poverty to riches because of the extreme makeovers. Nonverbal communication makes people express their views in a unique way. When any medium is available to pass information like the computers, it does not relay the message with the nonverbal aspect. The body language becomes crucial in conveying the most valuable information.


Burgoon, J., Guerrero, L., & Floyd, K. (2010). Nonverbal communication. Boston: Allyn & Bacon.

Featherstone, M. (2010). Body, image and affect in consumer culture. Body & Society, 16(1), 193-221. Web.

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IvyPanda. (2020, August 13). Nonverbal Communication in Advertising Industry. Retrieved from https://ivypanda.com/essays/nonverbal-communication-in-advertising-industry/

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"Nonverbal Communication in Advertising Industry." IvyPanda, 13 Aug. 2020, ivypanda.com/essays/nonverbal-communication-in-advertising-industry/.

1. IvyPanda. "Nonverbal Communication in Advertising Industry." August 13, 2020. https://ivypanda.com/essays/nonverbal-communication-in-advertising-industry/.


IvyPanda. "Nonverbal Communication in Advertising Industry." August 13, 2020. https://ivypanda.com/essays/nonverbal-communication-in-advertising-industry/.


IvyPanda. 2020. "Nonverbal Communication in Advertising Industry." August 13, 2020. https://ivypanda.com/essays/nonverbal-communication-in-advertising-industry/.


IvyPanda. (2020) 'Nonverbal Communication in Advertising Industry'. 13 August.

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