Changes in Use of Advertising

The use of advertising to sell products has been part of man's culture since the ancient times of Rome and Greece. Today it permeates society at all levels through the medium of print, radio, television, film, video and billboard, attempting to seduce and manipulate the consumer in order to secure or make a sale. The purpose of this paper will be to analyze just what is this specifically designed "language" of advertising, its effect on the buyer, and how it utilizes such elements as the written word, symbols, colors, status appeal, typeface, setting and implied messages,

The 1986-1987 Advertising Red Book lists 3562 advertising agencies in the United States.1 This figure includes the big ten New York agencies down to the two-person shops. All handle three elements within their business: client relations, creative production and buying/placement of ads in the media. What began as a middleman business, placing merchant's notices in newspapers and charging a 15 percent fee, has turned into a very sophisticated marketing operation controlling billions of dollars.

Advertising in the United States began with serious intent in the 1800s when it heavily supported the nearly 1,000 magazines that were being published with a circulation of about one million.2 Newspapers were already working hand-in-band with advertisers by this time, but it vas the national distribution of periodicals that saw the beginnings of what is known today as the advertising agency.

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seduction and manipulation, the product itself should be the hero of the ad. A problem copywriters face today is that so many products are the same and marketing researchers use the same procedures to determine consumer preferences for color, size, design and so on. It then becomes important to explain the virtues of your product better and to differentiate it from the others by the style of the ad. This is known as "added value."9 Other considerations that go into creating an ad include implying the brand is "positively good" as opposed to better than its competitors; rendering that the intent is to sell the product not necessarily producing something creative and original that doesn't work; making sure the elements used in the ad are relevant to the product; keeping in mind that advertising reflects the mores of society but does not influence them; and avoiding the committee approach to its creation. Print advertising has become a dying art thanks to the heavy emphasis on television. However, for certain clients such as cigarette manufacturers who are not allowed to advertise on television it becomes a serious problem. Some of the known winning language elements of print include an emphasis on the headline of the ad s

Category: Psychology - C