THE ROLE OF ILLUSTRATION IN SHAPING VISUAL NARRATIVES IN INDIAN ADVERTISING
DOI:
https://doi.org/10.29121/shodhkosh.v7.i5s.2026.7401Keywords:
Illustration, Visual Narratives, Indian Advertising, Visual Communication, Consumer Perception, Brand Identity, StorytellingAbstract [English]
Visual communication has become predominant in capturing consumer attention and perception in the fast-changing environment that is Indian advertising. Illustration is among other visual elements that contribute to crafting interesting stories that can easily convey the brand messages. This paper discusses the importance of illustration in Indian advertising through the lens of brand identity, emotional appeal, cultural representation, and how it affects the audience perception. A thorough examination of theoretical frameworks, literature knowledge and formal data displays, the study illuminates the role of illustrations in storytelling by making complex concepts simple and producing a visually stimulating content. The paper also explores the application of illustration in shaping consumer behavior with measures like recall, engagement and purchase intention. It also covers the prevailing trends, including digital and motion illustration and issues of cultural sensitivity and integrating AI-generated images. The results indicate that illustration is not just a form of aesthetic but a strategic means of communication that enhances brand differentiation and an effective way of advertising in a diversified market such as India. The paper ends by highlighting how novel, culturally sensitive and technologically combined illustration practices can be used to address emerging consumer demands and increase the effectiveness of advertising stories.
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Copyright (c) 2026 Rajeev Sharma, Dr. Khushboo Chaturvedi, Dr. Pooja Jain
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