How Does Advertising Work?
INTRODUCTION
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Definition
· The original definition of advertising was “to draw attention to
something” or to notify or inform someone of something (Branston
1996).
· A modern definition is the publication (in various forms) of facts
or opinions concerning goods or services, to awaken the public’s
interest and persuade them to purchase.
· Advertising is now big business – an industry with extraordinary
cultural and economic impact.
· This is funded through the cost of the goods that consumers buy.
· Advertising is now the media form most often encountered, and is
perhaps the most powerful and pervasive form of propaganda in
history.
· It is found in various forms including on billboards, websites,
“junk mail”, and commercially funds most television, newspapers and
magazines.
· Advertising has the power to create brand awareness and loyalty as
well as stimulating demand.
Advertising is not a science
· It is important to realise that advertising is not a science.
· An individual will interpret an advertisement using their own social
networks, their own backgrounds and their own motivations.
· The way an advertisement is interpreted cannot be controlled or
monitored by an advertiser, therefore it is important to realise that
they do not contain a single meaning for all audience members.
· Advertising is much more effective when an advertiser understands
their audience’s background and social networks as well as their
ability to select media and advertisements that appear in those
media.
· Therefore the challenge for advertising is to create a message that
ultimately connects with a select group of people.
WHAT DOES ADVERTISING DO?
· It has already been stated that advertising is created to help sell
something.
· Therefore the ultimate goal of advertising is to increase the
advertiser’s sales no matter who the advertiser is or the target
audience, what the product is, or how the ad is delivered.
Advertising Goals
· The ultimate goal of advertising is to increase sales.
· However, in terms of functional aspects a more specific advertising
goal is required.
· There are various advertising objectives, which can largely be
generalised into the following eight areas:
. To provide ...
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...nt methods and models.
· Consumers go through a complicated mental process when they make a
decision about even simple purchasing which helps explain why
advertising can be such a complicated subject and difficult to
perfect.
· Consumers learn from advertising by acquiring knowledge about
products that are available and figuring out which products can
satisfy their needs.
· Consumers base their decisions on rational, informational aspects of
advertising based on logic, as well as emotional aspects based on
feelings and attitudes.
· All adverts stimulate these responses to some extent.
· It is the job of the advertiser to create an advert which will make
the best use of these possible responses to affect an increase in
sales.
· All brands have functional attributes, personality and salience as
underlying brand dynamics.
· However, any given piece of advertising will only stimulate one
primary response and one driving brand dynamic.
· Methods of and responses to advertising have changed much over the
last 100 years and will continue to do so in the future as society
continues to change, and new technologies are developed.
On which they would scratch the name of the person that represented a threat.”(Doc E)This demonstrates why Athens was a democratic society since not only did civilians get to decide on who is in office and who is not. Furthermore, because democracy means rule by the people, and male citizens of ancient Athens voted laws and officials into place.(doc c) This exemplifies how salient the majority's opinion was instead of opinions of just a few rich men .In addition, Athens “....constitution favors many instead of few.”(doc a) Also Athenians had the freedom to do whatever they desire a long as they did not disrupt any other citizen or violate a law. “The freedom which we enjoy in our governments also to our ordinary life…...we do not feel called upon to be angry with our neighbor for doing what he likes. But all this ease in our private life does not make us lawless as citizens.”(doc A) Therefore, this exhibits that this is a democratic government because this is a characteristic that can be seen in democratic governments today. To summarize why Athens was a democracy.Citizens were free to do what makes them jubilant as long as it did not interfere with the laws or fellow citizens. Male citizens could vote and elect the rulers and vote laws into place. These aspects all demonstrate why Athens
"UCLA Language Materials Project: Language Profile." UCLA Language Materials Project: Main. UCLA. Web. 23 Oct. 2011. .
Herodotus believed that freedom from tyranny, democracy, had a positive effect on Greek cultural identity because tyranny’s are inevitably and fundamentally weak. Tyranny weakens the city state by corruption in high offices with in the city state and suppressed new ideas and growth with in the city state. Herodotus’ opposition to tyranny is deduced from the fact that no Greek state lasted long in tyranny. As for democracy having a positive effect on Greek cultural identity, Herodotus praises the democratic system, because he sees equality as a good thing each man is able to achieve for himself while strengthening the city state. If the people are prospering and achieving then the city state prospers and grows. Democracy allowed for people to have a voice and effect change. Through democracy Greeks were able to control their own destiny, and their own success.
The march towards developing a democratic society is often obstructed with societal unrest due to the influence of the status quo on the instruments of power. Before the rule of Solon, Athens underwent this same rule, as there was much discontent among the social classes in Athens. The society suffered financial disparity that often was the trigger for the war among the rich and poor in the society. This was a major factor that forced Solon into power to institute policies that would see a reformed Athens. By so doing, the society was looking for an avenue that would guarantee democracy and a society that is fair for everyone. The city-state of Athens was the epicenter of the revolution for the Athenian democracy during the fifth century BC. In the Athenian democracy, the electorate voted for the legislation of bills instead of a direct democracy where the electorates are tasked with electing representatives who later developed the bill. Among the first people who made significant contributions to the development of the Athenian democracy were Solon (594 BC), Cleisthenes (508/7 BC), Pericles (495 – 429 BC) and Ephialtes (462 BC). Pericles was the longest serving democratic leader who contributed much development in democracy in the city. This paper will give an account of the age of the Pericles.
Leicester, Jr., H. Marshall. "Of a fire in the dark: Public and Private Feminism in the Wife of Bath's Tale." Women's Studies 11.1-2 (1985): 157-78.
Are advertising companies out of control now a days? Do they play on the average Americans fears about certain events in life to sell their products? Do they try to attack events that are one and a million to sell us useless things? Advertising companies use all of those tactics to sell things to the average everyday concerned American. This is especially evident in security systems, new cars, and also in equipment. This aspect of advertising is also apparent in commercials trying to stop Americans from buying things such as cigarettes and drugs. These advertising companies have been very successful in using this tactic to sell their goods.
However, Plato now describes the Democracy that has been implemented by the lower classes with the aim of leading onto the democratic character. With new freedom and liberty, the average individual will arran...
Cerjak ,The English Journal, Vol. 76, No. 5 (Sep., 1987), pp. 55-57 Published by: National Council of Teachers of English
Many critics throughout the years have given the Wife of Bath a title of that of a feminist. She is a strong-willed and dominant woman who gets what she wants when she wants it, by manipulating her husbands into feeling bad for things that they didn’t do, or by saying things that put them to utter shame. No man has ever been able to give an exact answer when she asks to know how many husbands a woman may have in her life...
ad creators are trying to portray towards the audience. By combining the previous elements, the
One of the most interesting and widely interpreted characters in The Canterbury Tales by Geoffrey Chaucer is the Wife of Bath. She has had five different husbands and openly admits to marrying the majority of them for their money. The wife appears to be more outspoken and independent than most women of medieval times, and has therefore been thought to symbolize the cause of feminism; some even refer to her as the first actual feminist character in literature. Readers and scholars probably argue in favor of this idea because in The Canterbury Tales, she uniquely gives her own insight and opinions on how relations between men and women should be carried out. Also, the meaning of her tale is that virtually all women want to be granted control over themselves and their relationship with their husbands, which seems to convince people that the Wife of Bath should be viewed as some sort of revolutionary feminist of her time. This idea, however, is incorrect. The truth is that the Wife of Bath, or Alisoun, merely confirms negative stereotypes of women; she is deceitful, promiscuous, and clandestine. She does very little that is actually empowering or revolutionary for women, but instead tries to empower herself by using her body to gain control over her various husbands. The Wife of Bath is insecure, cynical towards men in general, and ultimately, a confirmation of misogynistic stereotypes of women.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
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.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.
In this essay we are going to study the translation equivalents and the gaps raised from the non-equivalence at word level; then we will analyze some useful strategies for the translation process.