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1. Idea of advertising.
Advertising is said to be with a potential consumer everywhere, we are so familiarized with it, that we do not even think about its form or nature. We may notice its presence while walking down the street, travelling by public transport or simply at home watching TV, reading a newspaper or on the internet. But what is it after all? How should we define it?
„Advertising to me, is really one of the mysteries of American business. I can inventory my stock can calculate the cost of my factories. I can figure my taxes, estimate my deprecation, determine my sales cost, derive my earnings per share. Yet there are Times when I spend as much as $18 million a year on advertising-and have no idea of what I am really getting for my money”.
1.1. Definition of advertising and the notion of an advertising slogan.
Generally speaking, advertising is seen as an act of communication which main aim is to promote branded products and to encourage people to consume more than they really need.
According to the dictionary, we can describe it as:
1.” the act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.: to get more customers by advertising.
2. paid announcements; advertisements.
3. the profession of planning, designing, and writing advertisements.”
While talking about advertising, it is also worth mentioning what a slogan in advertising is, because for many people it is the slogan that creates a given advertisement. Taking into consideration, the definition from Oxford Advanced Learner’s dictionary:
” A slogan is a word or phrase that is easy to remember, used for example by a political party or in advertising to attract people people’s attention or to suggest an idea quickly”
And according to the dictionary, it is:
1.” a distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase.
2. a war cry or gathering cry, as formerly used among the Scottish clans.”
By making it more clear, according to Kochan, the word originates from Gaelic: sluagh-ghairm [from sluagh army + gairm cry], which was first used in 1514.
Discussing the notion of a slogan, we should mention about its types:
a) Without a name of a brand e.g ”Just do it”
b) A name of a brand functions as an integral part e.
In conclusion, The Hard Sell: Advertising in America shows us how advertisement has evolved over the 100 years. The industry has developed into more than just slogans, commercials or special offers. Over the years advertisement has been faithful in manipulating costumers. Advertisement over the years has transformed into a manipulative business. It shows consumers exactly what they want to hear and allows them to only see the positive in the product. Many times they feel that without the product they may be missing out on an
Advertising is an effective and important tool for companies to bring awareness to their product. According to the Advertising Education Foundation, on average, a normal person is flooded with over 3,000 advertising messages a day (Boykin, n.d.). Advertising can be defined in multiple ways, one being that its main purpose is to solve problems without entertaining or potentially inspiring its audience. In some instances this definition may be appropriate; however, overall, I respectively disagree with this. Advertising is used to creatively persuade its consumers by using rhetorical strategies such as pathos, logos, and ethos.
Postman states, advertisements were created to “appeal to understanding, and not to passion” (60). It is also stated that producers would make the assumption “that potential buyers were illiterate, rational, and analytical.”(58) Though Neil Postman makes it apparent that advertisers are not always truthful about what they say. Advertisers also tried to appeal to the masses by coming up with catchy slogans to lure people in.
Advertising is a form of marketing communication used to persuade or manipulate an audience. Advertising is the best way to drive consumer behavior. Companies try to get the best designer to create an advertisement that grabs people attention and makes their product look the desirable to customers.
Advertising is a $125 billion industry that attracts the attention of the public. Advertising is used as a tool of persuasion in television, magazines, radio, billboards, and in-store displays. The incredible amount of money, artistic ability, and intellectual energy spent on advertisements helps us understand the great power of the media and the advertiser's ability to control their viewers.
A concept that surfaced in the early 1920’s, advertising is a tactic that has been used to influence and persuade the people to participate in consumerism. Advertising in the 1950’s was mainly displayed by the use of the television, newspapers, billboards, and the radio. At the turn of the twenty-first century, advertisers began to rely more on the Internet and technology to share and provide information based on their products. Many relied on the usage of electronic billboards, sporting events, and even video
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
Slogans are the main tool used by advertisers today to influence our behavior. In addition, after reading Brave New World, it is apparent that the slogans used today are no different than the slogans created by the World State leaders. Slogans are everywhere, but what exactly is a slogan and why are they so effective? Advertising slogans are intentionally short, memorable phrases used in advertising campaigns (Talabi 31). Simply noted by author Dave Lakhani, "short sentences and simple words sell" (146). So it is no mistake, that "slogans are designed to be that sticky, catchy repeatable copy or phrase that actually then starts to evolve into visual mnemonics and tremendous shortcuts" (Soat par. 8). According to author, Felix Talabi, the shorter the better (31) so advertisers need to be clever with the few words they will combine to make that slogan. A slogan must be concise in order to be effective, the less words, the easier to remember (Talabi 33). That is the reason why slogans can easily persuade and manipulate people on a subconscious level. According to advertising expert, Melissa Tracey, "good slogans are notorious for getting stuck in your head" (par. 4). Those who read Brave new World observed the frequent use of slogans and how they worked, and as of today, "the slogan still maintains its prominence as an important advertising technique" (Reece et al. 41). No one
It is imperative to understand what does advertising do, before undertaking any research in the field of advertising. Advertising is a form of communication. It attempts to send a message to the target audience in order to elicit a desired
In 2010, five major industries spent a whopping $4.2 billion in ad expenses. Since then, the cost of advertising has skyrocketed (Teixeira 2014). With such a massive amount of money, comes an elaborate strategy to make these ads effective. While slogans give an iconic message, methods such
Advertising in the business is a marketing communication used to persuade, encourage and manipulate an audience (reader or listeners, viewers or some specific group of people) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering.
According to the Economic Times, advertisement is a way to communicate with the users of a specific product or service. In a simpler way, advertisement is a message that has been paid for the intention to inform and influence those who receive it.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Advertisement is a type of marketing communication used to attract or encourage an audience to take or continue some action. Usually advertisement contains commercial offering, or conscious messages and information. Advertisements have ancient history. In early ages Egyptians used papyrus to make sales messages and wall posters. Later commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Advertisements became hugely popular when it as carried over to commercial television in the late 1940s and early 1950s (Campbell and Thomas, 2014).
Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.