Advertising And Advertising : Different Types Of Advertising

The use of an owl to sell glasses is perhaps an influence to grab people’s attention. Many ads today use animals, and as a result intrigue people to obtain products that companies are demonstrating in their ads. Moreover, the “America’s Best” ad uses one fact, the $69.95 price, but supports it with evidence to impress people about their glasses and how the company constructs them. The current television advertisement is depicting an owl promoting “America’s Best” glasses to a lady, which conveys the use of rhetoric in prosperous ads.

There are thousands of ads in today’s social media driven society. Each ad is directed to a different group of people with a different type of message. There are some not so serious ads for things such as food, shopping, or services. Then, there are some for more serious subjects such as bullying, safe driving, drug abuse, and many others, these are usually labeled as a public service announcement. The purpose of this paper is to look at a particular ad in depth and discuss the different aspects of it. Ads have more meaning behind them than people normally realize, so that is the goal of this paper.

There has inevitably been a controversial debate on whether Advertising is powerful or not and how effectively semiotics contributes towards an advertisement. The term ‘Advertising’ is a form of marketing communication (visual or audio) that sells a product or service to a consumer (En.wikipedia.org, 2017). The main purpose of advertising is to persuade an audience into purchasing a product/service they neither wanted nor needed (Rothenberg, 2017). What’s particularly engaging about ad campaigns is that many only include imagery but still persuade their target audience without text. As Leo Burnett, a former advertising executive, once said “Make it simple. Make it memorable. Make it inviting to look at” (Bihl, 2017) which contributes to my point that the simplest visuals still make an impact. Arguably, some may say that advertising is purposeless as on a day-to-day basis, we are bombarded with advertisements using the same psychological pressure effect so we as the audience no longer take interest in them (En.wikipedia.org, 2017).

A public service announcement is an ad that portrays a message in hopes to raise awareness and educate the masses on certain important social issues, to hopefully change the actions and the attitude of the public towards that specific issue.

Advertisers use a variety of appeals to convince the viewer’s to buy certain products or bring a topic to the awareness of the viewer. The anti-child abuse announcement that San Francisco Human Services Agency released is no different. A public service announcement is designed to publicize a problem the nation is facing. Advertisements can appeal to the audience through a variety of elements such as images and speech. In this advertisement pathos and ethos are represented through the sounds and visual content while logos is presented through the statistics given at the end of the advertisement. With this advertisement it is also important to consider the

Many examiners of behaviors will say that PSAs are notharitable groups, corporations, and nonprofit organizations usually create public service announcements to change actions, raise awareness, or change the attitude of the public using a televised ad worth the cost of making and have no effect in changing behaviorTV channels will air PSAs for no charge, which is a great help to the group who spends time and money to make the PSAA public service announcement is an ad used to display a message to the public. The goal of the PSA is to raise awareness of a subject, change the attitude of the public, or change actions in regards to The overall goal of the PSA is to be memorable and to change actions. MADD (the Mothers Against Drunk Driving group)

In today's world, advertisements have become a huge part of our everyday lives. Advertisements are considered persuasive, powerful, and manipulative tools that many businesses use to persuade consumers into buying or using their products or services. So, it's no surprise that no matter where we look, we see them everywhere; newspaper, magazines, billboards, buses, online, television, and etc. It seems as though the whole world is drowned in them. Similar to how writers explain their purpose through rhetoric, advertisers use the same effective techniques to persuade their consumers.

Advertisements are public marketing announcements in the form of television commercials, radio broadcasts, or printed posters with the objective of selling a product or service. (“Advertising,” n.d., para. 2) Advertisements can change the way you feel about anything including yourself. As a child when you were watching TV and a commercial for the “coolest” new toy came on, you immediately wanted to go to the store and buy that new toy essentially because the commercial had fun music, flashy colours and it showed other kids playing with it and having fun and enjoying it.

“Advertising typically is defined as a media-based line of communication used by a business to call the public’s attention to its products or services. Advertising is a major marketing technique” (Advertising, 2018). “An advertising message usually focuses on the key benefits of the product that are important to a prospective buyer in making trial and adoption decisions. The message depends on the general form or appeal used in the ad and the actual words included in the ad” (Kerin & Hartley, 2017).

We seek often to tar advertising as propaganda, something we have labeled an almost “dirty word”, but at it’s core what is propaganda? Propaganda is the propagation of ideas, a concept so basic that it exists everywhere in our society. We do this in our kindergartens and our high schools (Source C) - we use this to teach. We need a way to communicate with large groups of people, to spread ideas. People should have a way to know where to buy the most affordable homes, the healthiest drink, the most suitable car (Source C). Advertising is a way of bring information directly to the consumer, a way of mass communication to the masses. We need a way to make our voices heard. It is not the medium itself that causes the pain the darker side brings, but the ideas that lie behind it that shape the impact of advertising. Despite the ability of advertising to put us in the dark, it can also shine a light. Advertising doesn’t only have the potential to make life easier, it has the ability to make us better. It can hammer message we might not want to hear or easily forget, let people know the dangers of drunk driving, not using a seat belt, or doing drugs (Source D). With the same pervasive nature that drives us to do silly frivolous things, it can motivate us to do something useful for our society, give us a

Everywhere a person looks, they will see some type of advertisement. Fliers, posters, billboards, commercials, and magazines, humans are constantly bombarded with ads of all types each and every day. Every advertisement aims to inform the consumers about the existence of a specific product or service. Advertisers use two ways to inform consumers of their products or services, and they are a cognitive approach or an emotional approach. What approach they take is completely up to the company, but what all advertisements seek to do is carry out and communicate a certain message to society. This message is associated with the marketing objective of the sponsor, and most of the time that objective is to affect the consumers purchasing decision.

Advertisements are used all over the world to depict a company's merchandise that they are trying to sell to their targeted audiences. By the way a company illustrates an advertisement it can either push someone into purchasing the item or by turning them away, it all depends on how the company represents the advertisement. In the United States the estimated cost of advertising is about 220.55 billion (Statista). However, companies alone can spend up to one million-plus on ad’s (Business Insider). In the BMW advertisement, there needs to be strategizing involved so the ad can influence people to not drink and drive, have an emotional attachment, and have the ideal image of someone healthy and being to function properly.

Advertisements work in such a way that we grow to envy those we are not; they exploit our perceived flaws by displaying a person who is the living and breathing version of who we wish to be. John Berger in his book, Ways of Seeing, explains that publicity works by convincing his reader that advertisements use envy to entice the public to buy products: “Publicity persuades us...by showing us people who have apparently been transformed and are, as a result, enviable” (131). Though Berger published his book in 1972, his arguments about envy and publicity still hold truth, perhaps now more than ever. Furthermore, the more present advertisements are in our everyday life, the more envious our society becomes. With the power of envy, those who fall under its spell become choiceless, and therefore powerless. Berger also argues in his book that there is a correlation between the number of advertisements we see and the less freedom Americans possess. However, Berger believes that capitalism hides this powerlessness with the illusion of choice: “Publicity helps to mask and compensate for all that is undemocratic within society” (149). This idea Berger has relates not only to the advertisement of products, but also to present-day politics. Withheld information creates power using envy which is used in both advertisements and the US government. As more envy is created with modern day technology, and we become more immersed into social media, the further we stray from democracy.

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.

But first, we should give a useful definition of advertising. According to the Encyclopedia Britannica (2015), advertising are ‘‘the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised’’. Meanwhile, Belch and Belch (2009, p.18) describe advertising as ‘‘any paid form of impersonal communication about an organization, product, service or idea by an identified sponsor’’.