Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Audience and Purpose This paper is intended to provide anyone interested in gaining a deeper knowledge of advertising with a clear understanding of the term advert and the role it plays in the process of advertising. The information presented here will be clear and easily comprehensible. Therefore, obtaining a full grasp of the information in this paper will not require of the audience any special skills or previous knowledge of the topic. Definition and History Advertising is the business of using promotional strategies to draw public attention to various goods and services that are performed through a variety of media (newspaper, magazine, television, radio, internet, etc.). Most times in advertising, the promotional strategy used by advertisers involves promoting a company’s advert in an effort to gain consumer support (in the form of a purchase) for a particular product. An advert is the personal message a company sends its customers in order to provide them with an understanding of what they are buying and why they should buy from that particular company. In ancient times, the most popular form of advertising was through word of mouth. Commercial messages however, have been dated as far back as the ruins of Pompeii where political campaign displays and other commercial messages were found. It wasn’t until the economic expansion that tock place during the 19th century that classified ads became popular. Classified ads later led to the development of mail-order advertising (Catalogs) and in 1943 Volney Palmer established the first advertising company in Philadelphia. The scientific approach to creative advertising that is used today was a product of the 60s and since then the process has continued to grow and advance. Expansion Techniques/Examples 1 As stated above, an advert is the message that a company wants to send out to its customers. This message, if administered honestly and fairly can be used in what is called a comparative advertisement. In a comparative advertisement, an advert is used to identify, either plainly or by implication, a product that serves as a competitor for their goods and services. This type of an advert is only allowed if it is not misleading and meets certain conditions, some of which include the following: It compares goods/services on a like-for-like basis It objectively compares representative features for products (including price) It doesn’t create confusion in marketing for the other competitors (i.e. competing trademarks, trade names, or goods and services) It doesn’t exploit the reputation of a trademark or name for a competitor or the place of origin for that product It doesn’t represent goods/services as imitations or replicas of a particular good or service with a protected trademark or name. An example of a comparative advertisement with the proper use of an advert is seen in the Quiznos commercials where they are comparing the new Quiznos prime rib cheesesteak sub to the cheese stake sub from Subway. In these ads, the advert used does not create a misleading argument about Subway, but instead uses Subway to make a fair comparison about the amount of meat provided in each sub. Whenever an advert is used to deceive consumers in a way that affects their economic decisions or if it is likely to harm a competitor it creates what is known as a misleading advertisement. The most common example of these types of advertisements is seen in the campaign ads used during political elections that are often used to spread negative propaganda 2 about a political opponent. Often times the information in these ads is exaggerated or misleading and paints a picture that depicts a candidates opponent in a way that is meant to make he or she look dishonest or unreliable while at the same time making themselves seem like the trustworthy candidate. This can be seen today in the ad campaigns for such political candidates as Republican Michael Steele and Democrat Ben Cardin. Adverts can also be used in advertisements that are not comparative in nature. One such example can be found in the recent ads for the Dove campaign. In Dove’s current campaign, the advert it uses is “Campaign for Real Beauty.” Dove uses this advert to send the message to customers that contradicts the messages that are sent by many other beauty/health products that real beauty is dependent on wearing the right type of makeup, having the right size body, and being wrinkle free. In Dove’s campaign, they are sending the message that real beauty comes from within and goes deeper than simply what is on the outside. In sending this message, Dove is providing its customers with a clear understanding of their message and what is most important to them. 3 Definition Paper The Advert in Advertising By: Cathryna Brown Submitted to: Linda Harris, English 393 October 17, 2006 4