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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