Advertising in our Life
Advertising in our Life
Essay
Applicant: Anna Puchnina
The student of the 10 “A” form
Grammar School
Tambov 2004
CONTENTS
Introduction
The History of Advertising
Types and Functions of Advertising
Advertising in mass media.
Advertising agency
Domestic advertising
Conclusion.
It is impossible to imagine our television,
newspapers, radio, Internet and even streets without advertisements. Nowadays
advertising plays an important role in modern life and in the life of every
person. We can’t imagine our life without advertising because every day we hear
or see advertising, we try to find information we need in hundreds of
advertisements. Even when we go for a walk or just shopping we see a lot of
different advertisements in the streets. I think that “Advertising” is a very
interesting topic, because in the XXI century every minute of our life is
connected with advertising. It is hard to believe but the origins of
advertising antedate the Christian era by many centuries. One of the first
known methods of advertising was outdoor display, usually an eye-catching sign
painted on the wall of a building. From this unsophisticated beginnings in
ancient times advertising has turned into a worldwide industry.
The word “advertising” comes from the French word
"reclame". Advertising if to speak a simple language, serves to
notify in various ways (sometimes all available) the new goods or services and
their consumer properties, and is directed to the potential consumer, paid by
the sponsor and serves for promotion of its production and ideas. Advertising
is a part of communication activity of a firm, alongside with publicity and
stimulation of selling. Advertising unessentially imposes the goods on the
buyer. Sometimes it simply forces to recollect the last concrete mark or the
name of the goods or service when the customer makes the choice. At the
beginning the consumer decides to choose from what, and already then what mark
to prefer, on the basis of the representation about it, a stereotype or a
developed image of concrete mark of the goods or service. There are a lot of
definitions of the word “advertising”. For example, advertising is collective
term for public announcements designed to promote the sale of specific commodities
or services. Advertising is a form of mass selling, employed when the use of
direct, person-to-person selling is impractical, impossible, or simply
inefficient. It is to be distinguished from other activities intended to
persuade the public, such as propaganda, publicity, and public relations.
Advertising techniques range in complexity from the publishing of simple,
straightforward notices in the classified – advertising columns of newspapers
to the concerted use of newspapers, magazines, television, radio, internet and
other communication media in the course of a single advertising campaign. In
the US alone in the late 1980s approximately $120 billion was spent in a single
year on advertising to influence the purchase of commodities and services.
Advertising has achieved the greatest blossoming in
the United States of America. American advertising leads the world not only in
volume of business but in the complexity of its organization and of its
procedures. Modern advertising is an integral segment of urban industrial
civilization, reflecting contemporary life in its best and worst aspects.
Having proved its force in the movement of economic goods and services,
advertising since the early 1960s has been directed in increasing quantity
toward matters of social concern. The continuing cancer and antidrug abuse
campaigns are only two examples of the use of the advertising industry as a
means to promote public welfare.
The basic underlying advertising idea is the idea of
human needs. Need is the feeling of shortage of something experienced by the
person. If the need is not satisfied, the person feels like destitute and
unfortunate. Unsatisfied person will do one of the following things: either
will be engaged in search of the object, capable to satisfy his or her need, or
will try to muffle it.
The second initial idea of advertising is the idea of
human requirements. Requirement is the need which has accepted the specific
form according to a cultural level and the personal features of the individual.
Requirements of people are practically boundless,but resources for their
satisfaction are limited. So the person will choose those goods which will give
him or her the greatest satisfaction within the framework of his or her
financial opportunities.
The inquiry is the requirement supported by purchasing
capacity. So, for example, in Europe automobile " Volkswagen "
personifies an elementary automobile, a low purchase price, and
"Cadillac" - high comfort, luxury and prestige. Russian people choose
"Zhiguli" as they have no opportunity to buy such expensive cars and
"Zhiguli" gives them the greatest satisfaction for money available
for them.
And, at last, human needs and requirements and
inquiries suggest about the existence of the goods for their satisfaction. The
goods are everything, that can satisfy requirements or needs and they are
offered to the market with the purpose of gaining the attention of the
consumers, purchasing, using or consuming.
The structure of advertising contains the following
five basic moments:
The first one, it possesses the ability to draw
attention. It is very important to draw attention of readers by headings and
televiewers by a video series. It is necessary to find out whether advertising
influences those categories of potential consumers for which it is designed.
The second one, the force of influence of advertising
on the emotions of consumers. It is necessary to know what feelings are born in
them under the influence of advertising, whether the advertising argument is
successful and whether it is made correctly.
The third one, how strong is the force of influence.
We should admit whether the consumer will run to buy these goods after viewing
advertising or will continue sitting in an armchair in spite of the fact that
he or she likes advertising it and there is a necessity to purchase the
advertising goods.
The fourth one is its informative value. We must be
sure that the advertising is stated clearly, the utility of promoted thing is
shown correctly and profoundly.
And the last, the fifth one, we should know for sure
whether the person will want to read the message or to see an advertising
roller up to the end. We must know how effectively advertising gains attention
of the people.
Nevertheless, we should admit that advertising
actually enriches our lives. Commercial television is able to provide us with
free programmes thanks to its advertising revenues, local newspapers and
magazines derive also much revenue from advertising, which allows them to
exist. At least, advertising makes people mind go far in their creativity,
generating over and over new interesting ideas.
At first when trade began to develop wide and fast
advertising was oral. Traders, dealers and vagrant handicraftsmen offered their
highly praised goods and various services in eager rivalry filling with shouts
the streets of their cities and towns. The early advertising was carried out by
the city heralds or town/city criers. "Golden Age" of ancient Greece
saw many heralds who went along the streets of Athenes, proclaiming about sales
of slaves, cattle and other goods.
One more early version of advertising was a brand
which handicraftsmen put on their goods, such, as pottery. As rumours brought
information of a skilful handicraftsman, buyers started to search for the goods
with his brand. Today for the same purpose trade marks and branded names are
used. In the process of centralization of manufacture value of a brand
constantly grew.
We can see advertisements in the early documents of
written history. During excavations on the territory of the countries belonging
to the Mediterranean region archeologists found the signboards informing on
various events and offers. The Romans painted walls with announcements of
gladiatorial fights, and the Phoenicians painted rocks on routes of different
trade processions, in every possible way praising to the skies their goods. One
of the inscriptions on the walls of the house in Pompeii highly praised one
outstanding politician and called people to give their voices for him voting
that time. All these things are predecessors of modern outdoor advertising.
The first advertising in written form is considered to
be information on Egyptian papyrus which tells about the sale of the slave and
nowadays this papyrus is kept in the British Museum in London.
Advertising began long before the Christian era. One
of the first known methods of advertising was the outdoor display, usually
eye-catching signs painted on the wall of a building. Archaeologists found many
such like signs, in the ruins of ancient Rome and Pompeii. An outdoor
advertisement excavated in Rome offers property for rent, and one more found
advertisement painted on a wall in Pompeii calls the attention of travellers to
a tavern situated in another town.
Messages of commercial character were drawn on rocks
along trading ways. Greeks engraved advertising messages on stones, copper,
bones and they cut them out on wooden columns. The stone column with the
inscription on it: “Here I live, Minos, from the island Cyprus. On favour of
Gods I am allocated with the ability to interpret dreams for a very moderate
pay” was found in the ruins of an ancient Egyptian city Memphis. A fine example
of announcement: brevity and market capacity.
In medieval times word-of-mouth praise of products
gave rise to a simple but effective form of advertising, the use of so-called
town criers. The criers were citizens who read public notices aloud and were
also employed by merchants to shout the praises of their wares.
A turning point in the history of advertisement was
1450 when a printing press was invented that allowed to multiply advertisements
quickly and qualitatively. The advertizer did not need to produce extra copies
of the advertisements. The first printed announcement in English appeared in
1478.
In 1622 advertising received powerful stimulus as the
first newspaper in English began to be printed. It was called "Weekly News
". Later Edison and Stel started to issue a newspaper
"Tatler",and they did a lot for spreading advertising. Edison printed
the following advice to advertisers: " Great art of correctly written
advertisement consists in searching correct approach in gaining the attention
of the reader giving him the right kind of sales message, creating preference
for it, persuading him to buy the advertising thing".
A major mark in the development of Russian advertising
was 1703 when under Peter’s I decree the edition of the first Russian newspaper
began. Many newspapers were published and a lot of advertisements were written
in them. In 1878 in Moscow a businessman Mettsel put forward a slogan
“Advertisement is a motive force and power of trade”. And he established the
first advertising office.
In volume and technique, advertising made its greatest
advances in the United States of America. In the early stages of American
advertising nationwide promotion was impractical because the nation itself was
underdeveloped and lacked transcontinental transportation, distribution, and
communications systems. Eventually, however, certain types of manufacturer
conceived the idea of bypassing wholesalers and retailers and reaching the
consumer through direct advertising, mainly by means of catalogs. The pioneers
in this field were seed companies and book and pamphlet publishers. Mail-order
houses appeared in 1870s. To the present day they have continued to expand
their business through direct-mail catalog and flyer advertising, although some
of the biggest houses sell also through retail outlets.
Railroads and steamship lines were also among the
early users of advertising in the United States, not only to praise the luxury
and comfort of their ways of travel but also to publish their schedules and
rates.
In the 19th century two types of
advertisement dominated: printed (calendars, lists, price-lists) and external
(signboards of shops, taverns and warehouses).
In Soviet times such outstanding persons as V.
Mayakovsky and V. Kustodiyev were engaged in advertising.
Here are some examples of advertising texts by
Mayakovsky.
Всё, что
требует желудок,
Тело ил ум, -
Всё человеку
предоставит Гум.
Тому не страшен
мороз зловещий,
Кто в Гуме
купит теплые вещи.
Кооператор!
Торгуй книгой!
Свет и знание в
деревню двигай!
In 1925 in Paris Mayakovsky and Rodchenko were awarded
with silver medals for advertisements at the International Art Industrial
Exhibition.
After World War I advertising developed into a
business so big that it became almost a trademark of America itself in the eyes
of the world. This expansion was stimulated by many technical improvements.
The increased use of electricity led to the
illuminated outdoor poster. Advertising was used increasingly by
public-relations specialists as an important means of communication. The
invention of radio in 1920s stimulated the development of a new technique of
selling by voice.
The most significant development was television, a
medium that forced the advertising industry to improve its techniques of
selling by the use of visual devices as well as by voice.
Advertising is a kind of activity which purpose is
realization of marketing or other industrial tasks of enterprises and public
organizations by distribution of the information paid by them, generated so
that to render influence on mass or individual consciousness, causing the
reaction of the chosen consumer audience.
In the USA and other industrially advanced countries
the word "advertising" means advertisements in mass media (in press,
by radio, TV, on panelboard advertising) and is not distributed to the actions
promoting sales, - “sales promotion ”, the prestigious actions aimed at a gain
of goodwill of the public, - “public relations”, and also on specific area of
advertising activity roughly developing recently, which essence in the directed
communications of the manufacturer with the consumer -
"direct-marketing".
In domestic practice the concept of advertising is
wider. Exhibition actions, commercial seminars, packing, printed products,
distribution of souvenirs and other means of stimulation of trading activity is
included in it.
It is necessary to give the following definitions of
advertising activity:
International - modern activity of firms of
industrially advanced countries, focused on the foreign markets in view of
their features;
External economic - activity of the domestic
enterprises and the organizations in the foreign markets, reflecting modern
practice;
Internal - activity of the domestic enterprises and
the organizations serving a home market.
Proceeding from definitions of advertising, it is
possible to allocate its main elements :
1. Advertising is paid.
2. It is carried out with the use of mass-media or
special announcements.
3. The advertizer is precisely established.
4. Advertising informs and agitates for the goods or
services.
Advertising has two basic functions:
Transfer information about the goods and services to
consumers and acquaint potential clients with it.
Any advertising gives information about the promoted
goods or service, a place of sale, the price to its customer. In the market the
opportunity of choice of the most favourable offer is given to the buyer.
Possessing this choice advertising has essential advantage.
For example:
The buyer has received a certain sum of money as an
unexpected premium. He enters a market and searches for the goods or service
which he can obtain for the money (or searches for a place where money can be
put on storage). Having seen advertising in the morning paper he decides to buy
the TV set. From advertising of the enterprises engaged in manufacturing of TV
sets, he receives information on TV sets of this or that brand, their
advantages. We admit the buyer has already chosen what he wants to buy. Having
read a local morning paper, he can find out advertising about the existence and
whereabouts of those shops which sell TV sets which are interesting for the
buyer and about the prices for them. Having compared all the conditions of
sale, guarantee repair, etc. he comes to the shop he has chosen and buys its
brand of the TV. Thus it is possible to see that advertising is a very important
source of information for the buyer.
Propaganda of the given goods or service for the
benefit of buyers. This function consists of the influence on mentality of the
person with the purpose to call in him a desire to buy the given goods or
service. With the help of advertising the advertiser achieves that the consumer
has a desire to buy such a thing, to make such charges which would not take a
place under normal conditions, i.e. the latent requirements wake up.
Any advertising to some extent carries out the first
function because always gives the information to the customer about the goods
or service. Partly advertising is designed for propaganda of the goods or
services, but this advertising also carries the information of the existence of
the advertiser, his or her goods or service and the information for the benefit
of the given goods or service.
Practically, all advertising is designed for such
subject of the market, as housekeeping. It certainly does not mean, that only
housekeeping use advertising because the object of the advertisement can be not
only the user of the goods or services, but also industrial enterprises, and
also the state. However advertisement most of all is used in housekeeping.
Advertising gives the information to the consumer
about the seller or his goods, the prices for these goods, information about
the place of sale. For many consumers local advertising became the assistant
and the guidebook on shops. Also advertising often "tells" about
improvements of the goods, changes in quality, etc.
In each market there are new buyers who know nothing
about existing sellers, their goods, a place to sale, etc. These buyers require
the information about sellers and their goods. Feeling necessity in the goods
or service buyers begin searching for such information. Advertising represents
for him value because it betrays already listed above information. "Having
met" advertising, the buyer receives the message about the seller and his
goods or service. It reduces uncertainty for the buyer and helps him to make
the correct decision on purchase.
Division of advertising into three kinds is standard:
informative, competitive and reminding. These kinds of advertising I will use
as the example of advertising Non state pension fund "SOUTH".
1. Informative or initial. This advertising acquaints
the possible buyer with the new goods in the market, a place of its sale. For
example: "NSP" the SOUTH ” renders the following kinds of
services:....................... The address:........ ”
2. Competitive, convincing or agitating. The
advertiser with the help of various means and ways (skilful drawing up of the
text, selection of expressive words, etc.) influences mentality of the person
with the purpose to call, generate or wake up in him requirement for the given
goods or service. He allocates the promoted goods from all similar goods and
convinces the buyer to get these goods. For example: “ Having used services NSP
"SOUTH" you will get confidence of tomorrow's day, you can save up
the significant sums on the contribution, you will get additional education and
a floor space........ Think of tomorrow's day. ”
3. Safe or reminding. Advertising reminds of earlier
promoted goods, supports adherence to the brand, i.e. gives the repeated
information on the goods because the consumer can quite "forget"
about the existence of the goods and anew begin to search for the information
necessary for him. “Confidence of tomorrow's day - NSP "SOUTH".”
Each kind of advertising carries out both functions of
advertising, but everyone has the different purposes. So informative and safe
advertising carries out mainly the first function as it is aimed first of all
at transferring the information. Agitating advertising is created for
propaganda of the goods, therefore it carries out mainly the second function,
but also gives the information.
Therefore they also differ in each kind these
functions are combined in different proportions. Such classification can be
used by consideration of interaction of advertising and life cycle of the goods
or service, development and the analysis of an advertising campaign,
consideration of the process of formation of the consumer's requirements , but
it is not absolutely approaches at the analysis of the contents of the
advertisement because reminding advertising is inherently only brief
information. Therefore classification of advertising is necessary for the
analysis of the contents of the advertisement on the basis of its basic
functions: Informing and Propaganda.
Informing advertising is advertising which overall
objective is producing knowledge about the product or service.
Propaganda is agitating advertising, which overall
objective is propaganda of the goods or services, belief in necessity to get
promoted goods or service.
It is impossible to carry out the precise side between
these kinds (as well as in the prevailing classification) because each kind
carries out not the basic function as well.
In the basis of any advertising lays elementary
information sent so that the buyer first of all has believed it and has chosen
the promoted goods from all sets of goods.
While writing the essay I have made a public opinion
polling among schoolmates and in the streets. The result of it you can see in
this table.
Questions
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