By Learning English

I am sure that you usual hear the word ADVERTISING in expressions such as media advertising, advertising marketing, advertising campaign and so on.  But, have you ever wondered what is the meaning of ADVERTISING. In this article, you will be introduced deeply to what ADVERTISING means.    


 Advertising is the most influential media tool in our world. It shapes our ideas and affects our look and behavior. It can also affect the beliefs and attitudes of people. There are many definitions that differ from one author to another. First of all, advertising is limited to give beneficial information about a particular product with informing the consumers about the necessity and the importance of the commodity advertised According to Dyer (1982, p. 17), in its simplest sense, the word ‘advertising’ means “drawing attention to something”, or notifying or informing somebody of something. You can advertise by word of mouth, quite informally and locally, and without incurring great expense. But if you want to inform a large number of people about something, you might need to advertise through using the more familiar sense of the word, by public announcement. If you put up a notice in a local news agent’s shop (preferably near a bus stop), design a poster or  buy some space in a local newspaper, you are likely to attract the attention of more people to the information you wish to communicate than if you simply pass the word around friends and neighbors. You could go further and distribute leaflets as well, get someone to carry a placard around, even broadcast on local radio or organize a publicity stunt. There are many travel agencies that do that job depending on the quality and the target of your advertisement.

Also, he suggests that Advertisements do not simply manipulate us, inoculate us or reduce
   us to the status of objects; they create structures of  meaning which sell commodities not for
themselves as useful objects but in terms of ourselves as social beings in our different social
relationships. Products are given ‘exchange-value’: ads translate statements about objects into
statements about types of consumer and human relationships (Dyer, 1982, p. 107).

   We can conclude here that advertising means  informing somebody about something through
not only the means of words of mouth but also design a poster of the product to attract the
attention of more people to the information you want to communicate. Hence, the manipulation
in ads creates some structures of meaning and value for ourselves.

   Besides, according to Brierley (1995, p. 190), advertising  is  perceived  as  one  of  the  many
influences  affecting  the consumer’s perception of the brand “To modify or re-enforce that
perception we send out advertising ‘stimuli.”  This is different from having a fully rational
message received. The focus changes from looking at the content  of  the  message  (the
persuasive  reason)  to  looking  at  the  form  of  the message (the emotional involvement).

   Moreover, Brierley (1995, p. 43) suggests that advertising  is  often  used  to  try  to
increase  sales  of  a  product  or  the  use  of  a service. However,  this  is  not  always  the  most
important  objective  of  a  firm; it may  conflict  with  long-term  profit  goals.  In  one  famous
case  (though  not confirmed  by  the  company),  Chanel launched  an  ad  campaign  to
discourage sales to consumers from a lower social grouping. Chanel’s long-term profitability
relied on sustaining its upmarket image. It wanted to sacrifice short-term sales to safeguard the
upmarket brand image.

  In addition to his definitions, he defines advertising  as  a  source  not  only  of  extra
revenue  for  media  owners  but  also  of  extra costs.  The  costs  of  gaining  advertisers  in  a
publication  can  be  prohibitive  to  a new medium. Media owners need to promote heavily to
keep ratings up. TV has increased  public  relations  and  on-air  marketing  of  programs,  heavily
selling bank-busters  such  as  The  Camomile  Lawn,  to  generate  tabloid  newspaper interest.
Hiring  a  sales force,  advertising  to  advertisers  in  the  trade  press, producing  documents  such
as  media  packs  and  running  conferences  and exhibitions and awards, as well as a separate
production team to produce the ads —these  are  all  substantial  costs  to  media  owners.  Radio,
cinema and TV contractors provide material for local advertisers to produce commercials
(Brierley 1995, p. 79).

          From this definition, we can sum up that to advertise means to influence the consumers
about the product as well as persuading and convincing them to purchase this particular product.
Moreover, it tries to increase public relation and on-air marketing of programs.


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