“Smize”, a term coined by super model Tyra Banks, encourages people to smile with their EYES.
I bet many of you don’t realize that you don’t have to literally smile to express that you’re happy. You can do it through your eyes. Portraying emotions in your eyes is a subtle yet impactful non-verbal cue. The way you look at someone can communicate many things, including interest, affection, hostility, or attraction.
I chanced upon this video during Sociology class and I thought it was interesting to see how Tyra Banks demonstrate “smizing” in various ways and that every model should be equipped with this skill.
It is true to a large extent as commercial models make use of non-verbal communication to make a special connection with the audience, Aside from eye contact, non-verbal cues also consist of body movements, posture, gestures and even the tone of the voice. Print advertisements can be tricky to capture audience’s attention where there are no words being verbalized from the mouth itself. They also lack elements like body motion and tone of the voice. Thus to make a print advertisement influential, it depends on how the advertisers play up on the other elements.
Some print advertisements are pretty straightforward in its non-verbal communication. Take for instance, F&N Fruit tree Collagen Plus advertisement.
With one look, the audience can tell that the advertisement is trying to promote the radiance that comes out within oneself from the collagen intake in the drink. I am not exactly a fan of straightforward advertisements as I feel they can be quite cheesy and overused.
On the contrary, there are some print advertisements that are not so straightforward in their non-verbal communication, especially advertisements from high-end brands. There is usually a theme to it which triggers your mind to think about the story behind the advertisement.
I personally like Gucci advertisements as they always have a story behind them and this makes it more exciting to look at.
The Gucci advertisement for its fragrance, “Flora by Gucci” has an emotional appeal to it. Although analyzing such an abstract advertisement is pretty subjective, I feel that the model’s facial expression highlights that the dreaminess and attractiveness a woman would feel after using this fragrance. The idea of dressing the model to resemble like a flower moving in wind is brilliant as it also portrays the floral notes found in the perfume itself.
This unspoken aspect of non-verbal communication makes it an intriguing and mysterious way of communicating. Next time when you interact with people, be sure to notice their eyes, facial expressions and body gestures! You never know what you would find out.