Nature 0f advertisement

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ktmagalia's profile pic

ktmagalia | High School Teacher | (Level 2) Assistant Educator

Posted on

Your statement, nature of advertisement, leaves me with questions about the intent of your query. Since your statement isn't specific, I'm taking a guess that you are looking for information regarding the nature of advertisement.

First one must consider the purpose of advertisement.  Advertisements attract an audience to behave in an intended manner: to react, to buy, to agree, to disagree, and the list goes on.  Advertisements are created around this purpose.

The subjectof the advertisement depends on the intended audience.  Is the audience old? Young? Does the audience have a specific need or concern.  The audience is key to the effectiveness of the advertisement.  Think about a Super Bowl commercial and the products advertised. Think about who watches the Super Bowl and their interest. Do you see a connection? It wouldn't make financial sense for advertisers to advertise women's perfume in between touchdowns would it?

As with the Super Bowl, advertisements can be influence by the particular occasion for marketing purposes.  Father's Day is just around the corner, and there is an onset of home improvement advertisements on the television and in the newspaper ads.

Finally, one can not escape the manipulative nature of advertisements through use of emotional, logical, and credibility appeals.  These are termed appeals to pathos, logos, and ethos.  Emotional appeals include the "tug at the heartstrings" type of advertisements.  Logical appeals include the statistics and other evidence based support to persuade an audience.  Last, but not least, advertisements take advantage of appealing to ethos, or creating credibility for the product (having a spokesperson back the product, therefore promoting the product through a well-known and respected person).  Why do you think Tiger Woods lost a few endorsements during his personal crisis? Right or wrong, it happened. Why? Because the "nature of advertisement."

krishna-agrawala's profile pic

krishna-agrawala | College Teacher | (Level 3) Valedictorian

Posted on

Advertising is any paid non-personal communication by a person or organization to an intended audience. An advertisement may be released through a wide variety of communication channels such as print media, broadcast and telecast, motion pictures,  hoardings and bill boards, and point of purchase displays.

Companies use advertising to achieve different marketing objectives such as building-up long-term image of a product, or to create immediate purchase response from the target audience. Advertising is a cost effective means of achieving geographically dispersed buyers. Advertisement allow a company to repeat an advertisement or a message many times without appearing to be insistent. At the same time it provides to the buyers information about different sellers. As advertisements are non-personal communication they are non-intrusive on time and attention of the audience, as they are not obliged to pay attention to the advertisement if they do not want to. Also the as there is no face to face communication, there is less inhibitions for companies as well as buyers about the nature of subjects presented in the advertisement. For example, perhaps it may be embarrassing for a sales person to suggest to a buyer that he should use mouthwash because he or she has a bad breath. But subjects lie these can be presented in advertisements without the inhibition of face-to-face communication.

Advertisements also help their points more clearly and force fully because culturally people accept amplified expressiveness in advertisements, which in face-to-face communication, is likely to be rejected outright as highly exaggerated and unrealistic.

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