Advertising
is how a
company
encourages
people to buy their
products
, use their
services
, or adopt their
ideas
. Advertising is one element of
marketing
, which also includes
design
,
research
, and
data mining
.
[1]
An advertisement (or an "ad" for short) is usually designed by an advertising agency for a sponsor or
brand
and made public by various
media
. Ads appear on
television
,
radio
,
newspapers
,
magazines
, and
billboards
in
streets
and
cities
. Advertisers use methods that attract attention.
Advertisers influence our
emotions
by techniques that include stereotyping and targeting the
audience
: who we are. Emotions are influenced by our occupation, beliefs,
personality
,
self-esteem
,
lifestyle
, relationships,
friends
, how we look, and what we wear.
Commercial messages and political campaign displays have been found in the ruins of
Pompeii
and ancient
Arabia
.
Lost and found
advertising on
papyrus
was common in
Ancient Greece
and
Rome
. Wall or rock painting for commercial advertising is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian
rock art
paintings that date back to 4000 BC.
[2]
Londoner
Thomas J. Barratt
(1841?1914) has been called "the father of modern advertising".
[3]
[4]
[5]
He worked for the
Pears Soap
company, eventually becoming its chairman. Barratt created an advertising campaign for the company products. It used targeted slogans, images, and phrases. One of his slogans, "Good morning. Have you used Pears' soap?" was famous in its day and into the 20th century.
[6]
[7]
Barratt introduced many of the crucial ideas that lie behind successful advertising, and these were widely circulated in his day. He constantly stressed the importance of a strong and exclusive brand image for Pears and of emphasizing the product's availability through saturation campaigns. He also understood the importance of constantly reevaluating the market for changing tastes and mores, stating in 1907 that "tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different ? it hits the present taste."
[4]
As the economy expanded across the world during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.
Very important was the growth of
mass media
, with mass circulation illustrated newspapers in the later 19th century followed by
movies
,
radio
and
television
.
Advertising happens in many different ways. Many products are advertised on
television
, although not all channels permit advertising. The advertisements usually appear during breaks between a
television show
. They are usually for products, other television shows, or movies. These ads are not normally much longer than 30 seconds. Some
radio stations
have
audio
advertisements that play between programmes.
An advertisement for a
movie
is called a
trailer
. It shows a short collection of clips from the movie, and shows the date it will be released in
cinemas
.
Advertising also takes place on
websites
. These may appear as "banner ads" or "popups". They are often non-moving
images
or
flash
animations
[
needs update
]
. The owner of the website will get
money
when a user clicks on the advertisement. Sometimes they will get a
percentage
of the money if they buy a
product
.
Billboards
advertise products on highways and city streets. These may simply be freestanding billboards or may be part of street furniture such as a bus shelter. Buses and taxis are often covered in adverts, while budget airlines sometimes allow advertising inside their planes. Adverts also appear in newspapers, magazines, and sports programmes. Many sport
stadiums
have adverts set around them. Sports teams, tournaments, television programmes and public events may have a
sponsor
who is the main or, sometimes, only advertiser.
Nowadays,
online advertisement
are increased rapidly. Compare to print media & other advertisement types, digital online advertisement is winner. This 2023 huge people join on social media and max advertising market are overflow.
Advertisers use many different techniques to get people to notice their adverts, often using shocking or sexy images on purpose. Once advertisers have managed to make people notice their advert, they need to 'sell' the product or brand. They may try to make the product look appealing, however, often, advertisers use humor in such a way that gets people to remember the brand without actually promoting the product. Poor adverts can damage sales or spoil a brand's identity.
Advertising is often strictly regulated, for example, in the
United Kingdom
it is illegal to advertise tobacco, except in the shop where it is sold and this is also restricted. In
France
, it is illegal to advertise alcohol, meaning that when many European football teams play in France, they cannot play in their usual shirts as breweries often advertise on sports shirts. It is also illegal to advertise on some television channels, the
BBC
in the United Kingdom and
RTE
in the
Republic of Ireland
are not allowed to permit advertising and instead make their revenue from selling a compulsory
television licence
. Some countries, such as
Canada
, regulate misleading advertising and labelling to try to prevent deceptive practices and protect consumers.
[8]
- ↑
"Marketing vs. Advertising: What's the Difference?"
. 13 July 2020.
- ↑
Bhatia (2000).
Advertising in Rural India: Language, Marketing Communication, and Consumerism
, 62+68
- ↑
He was first described as such in T.F.G. Coates September 1908. Mr Thomas J Barratt, "The father of modern advertising".
Modern Business
, pp. 107?15.
- ↑
4.0
4.1
Matt Haig 2005.
Brand failures: the truth about the 100 biggest branding mistakes of all time
. Kogan Page. pp. 219, 266.
- ↑
Nicholas Mirzoeff 2002.
The visual culture reader
, Routledge, p. 510.
- ↑
"Obituary, Thomas J. Barratt dead: Chairman of the firm of A. & F. Pears: an advertising genius"
.
New York Times
. 1914-04-27. p. 11
. Retrieved
2014-04-06
.
- ↑
Eric Partridge, Paul Beale 1986.
A dictionary of catch phrases: British and American, from the sixteenth century to the present day
, Routledge, p.164.
- ↑
"Competition Bureau Canada - Home"
. 25 April 2005.