Advertising

Materie:	Appunti
Categoria:	Inglese
Voto:	2 (2)
Download:	57
Data:	15.06.2007
Numero di pagine:	2
Formato di file:	.doc (Microsoft Word)

What is advertising?
Advertisements can be used to give
Information, to persuade
New customers to buy new products,
Or to remind existing customers about the product.
What types of advertising do exist?
There exist three kinds of advertising:
1. Informative advertising – used to give potential customers
details about the new product. In this type of advertising there are many pictures of the product and it also encloses some details like where the product can be bought and its price.
2. Persuasive advertising – this type of advertising is more
emotional than the informative advertising. Companies use this type of advertising when they want to compete with the products of rival Companies.
3. Reminder advertising – it is made to remind existing clients about
a determinate kind of products. Companies use this type of advertising to revive their products, and the importance to use them.
How do Companies choose their type of advertising?
A company that wants to design an advertisement first selects the objective it wants to achieve. It decides whether the purpose of advertisement is to inform, to persuade or to remind its products.
The next step is to select the advertising message and the execution style of the advertisement.
Some typical examples of execution style are:
• The slice of life advertisement it is used for products which are often used. For this advertisement Companies choose an ordinary family and an ordinary situation. The intention of the company is that the target audience will identify with the family and the situation, and will be persuaded to buy the product as a result.
• The lifestyle advertisement this example of execution style is the opposite of the slice of life style, because the products used in this type of advertisement are a little richer or more elegant. The intention of this type of advertisement is to associate the hopes and dreams of the target audience with the product.
• Fantasy advertisement this kind of advertisement shows the product in a desirable, but fantastic, setting. The company shows a romantic setting or makes use of humor. The intention is to make a communication that is memorable. Sometimes it happens that the audience remembers the advertisement, but not the product that is being advertised.

• The mood or image advertisement this type of advertisement is similar to the lifestyle advertisement. Companies often use this type of advertisement for young people’s clothing underlining their image appeal.
• The scientific appeal In this form of advertisement some scientific facts are presented by someone who seems to be a doctor or a scientist and who uses a technical language during the presentation.

• The testimonial advertisement Companies sometimes decide to promote their products in a spot where a celebrity appears and talks about this product. Some testimonial advertisements use ordinary people, the intention of this example of execution style is that the target audience will identify with the ordinary person.