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What is advertising?
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Advertising is more and more present in our daily life, but do we know exactly what it is?
Advertising is a form of communication whose purpose is to influence consumers to adopt the desired behavior. It can influence the consumer for the consumption of a goods or service but also promote an individual for, for example, the election of a political personality, or even an association. Advertising can also evoke norms and values such as drug prevention or road safety.
Advertising knows the criticism and its drifts are sometimes denounced. Advertising can be likened to a form of propaganda and certain products perceived as harmful are banned from advertising in certain countries, this is the case of tobacco. These regulations want to protect children from advertising, so they frame it so that it does not spread obscene advertising containing, for example, pornography.
Advertising is a form of communication, so it has a strategy to reach its targets because an advertising campaign must target a category of the population. The advertiser will have to define his target. In addition, she must also formulate a clear message, a strong and powerful idea. The understanding of advertising by the consumer is made simpler and this and becomes effective. To encourage people to consume, the advertiser will present the benefits of the company compared to its competitors and finally, it will also look after the image of this company. These communication criteria are essential for a successful advertising campaign.
There are four different types of advertising: Persuasive and informative advertising, projective or integrative advertising, mechanistic advertising and suggestive advertising. Persuasive and informative advertising aims to convey a message using rational arguments. She will inform and explain to the consumer who will be invited to the reflection. Next, projective or integrative advertising assumes that the individual who will be encouraged to consume belongs to several social groups who each have their own norms. By consuming a product, the consumer will be valued and can refer to a social group. Mechanistic advertising has the theory that the consumer is conditioned by society. This one will use the hype advertising so that to consume a product becomes a reflex. Finally, suggestive advertising is like the opposite of persuasive advertising. Indeed, it does not appeal to the consumer's reason but to his senses, his emotions. This form of advertising will not boast about the merits of a product, but rather played on the wishes of the consumer. |
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