Vol. 54 No. 1 (2026): Published March 30, 2025
DOI https://doi.org/10.18799/26584956/2026/1/2110
Feeling of the future in visual advertising imagery
Images of the future in visual advertising are constructed from symbols and markers that reflect ideas about the future, futuristic technologies, lifestyles, social trends, and innovations. These images stimulate interest in and demand for innovative products and services, pushing companies to develop new technologies and solutions. They play a key role in shaping the perception and expectations of a product. The authors' work is dedicated to the sociological study of feelings related to the future evoked in viewers of advertising products. Aim. To understand the meanings of symbols and the resonance of impressions that images of the future in commercials have on viewers. Methods. Visual analysis is the primary method, with its central focus being the interpretation (decoding) of symbolism. This is a synthetic method incorporating techniques of semiotic, reflexive, structural, dramaturgical, and discursive analysis of commercial videos containing elements of the future. Results are based on the understanding that stereotypes used in advertising serve to simplify communication through well-known templates. They shape mass consciousness standards of a "normal" life that people aspire to achieve. A deeper reflection generates feelings, desires, and experiences regarding the possibility of owning a purchase in the future. This is the "feeling of the future" that creators of advertising images target. The distinction between original and stereotypical images of the future and their use in visual advertising is key to creating effective advertising products capable of not only informing but also inspiring, motivating, and influencing the behavior of potential buyers. Conclusions. Advertising utilizes visual and emotional strategies. Futuristic visual images resonate with the emotions of potential buyers, forming a feeling of the future.
For citation: Logunova L.Yu., Mazhenina E.A., Utkina A.N. Feeling of the future in visual advertising imagery. Journal of Wellbeing Technologies, 2026, vol. 54, no. 1, pp. 253–247. https://doi.org/10.18799/26584956/2026/1/2110
Keywords:
feeling of the future, sociology of emotions, visual images of the future in advertising, visual analysis, visual image marker
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