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What makes a good advertisement..?
Posted November 7, 2006
A picture may be mute but it could convey a thousand things.. and this was proved right
when i saw a couple of print advertisements in a website.
It is not the picture alone but also the text (headline, sub head, body copy) which appears
alongside that make it relevant. One may argue about the importance of each and debate
as to which preceedes over the other- whether it is the picture or is the text? One needs to
keep in mind that both are to some extent bound by the appeal which the adveritsement
seeks to generate!
But nevertheless both these aspects contribute in their own way. A picture in an
advertisement could convey several messages. In the absence of the text, this could
lead to some amount of confusion. The presence of the text provides the framework
within which the message is to be interpreted as is evident in the adjacent Times of
India print advertisement. It also guides the viewer or the reader of the advertisement on
how to make sense of the message which the conceiver of the message intends to convey.
The other aspect one needs to keep in mind is the social context. Advertisements
combine semiotics and text, as a result they are to be placed within a relevant social
context. This could be related to the product and also the audience receiving the message.
By social context I mean, language and at times the regional or local nature of the
content. If the product is for a specific region, then an advertisement could use some
regional appeal in the advertisement which again is upto the advertising agency.
There are numerous examples where the picture in an advertisement has carried the
message to the viewers. The print advertisement by Economic Times is a classic
example where the picture in the advertisement does the talking. There are advertisments
where a good headline steals the show and makes the impact. The Times of India’s
advertisements- A day in the life of India, is one which augurs the above case.
The debate will go on as to whether it is the text or the pictorial representation of

the idea that makes an advertisement.But the bottom line is that it should make an
indelible impression in the mind which lingers around for a while!
Sphere: Related Content
7 Comments so far
1. SAN on November 10th, 2006
Excellent. I will add this link to our Resource centre website - you’ve done a great
job.
2. jansenkoe on November 16th, 2006
Dear sir with respect to i want to say some words of your advertisement
blogs your blogs is very nice,and i also give a small types of a seagation-
http://www.cityfly.net
3. Amor Rodriguez on February 23rd, 2007
Muchissimas gracias for the article.. It really heped us in devloping the

advertisement we are making for our school!
4. Murty on March 9th, 2007
Very interesting post. This will help us a lot in planning our publicity about our
new project wwww.vyass.org
5. Dawid from Poland on April 6th, 2007
this post helped me in my exam. I had a topic about Advertisement
6. mimi on August 14th, 2007

Interesting ads in this post.
Thanks, it helped me a bit with my homework for an advertising class.
7. Cheyenne on October 1st, 2007
yo
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Many companies are prepared to pay thousands of dollars on advertising, but they aren't
interested in having a good website.
I recently asked people who were in marketing the following question:

"What is a good ad?"
Here are some responses I got from people who know their business:
- one that catches the eye;
- one that stands out and that you will remember;
- a good ad must be funny;
- an ad gives brandname recognition;
- an ad that makes people talk about it.
But what about effectiveness? How good is an ad if it doesn't result in more sales, profits, etc?
Well, isn't that a interesting issue? In fact, an ad can be very good and effective, without resulting
in higher sales. If the adds helps to make people trust and like a particular company or
organization more, then its asset value will increase. Even just making people more aware of the
company or organization will be positive, as long as people associate it with good things. If your
logo is displayed at events that make people happy, then such exposure may be very valuable.
Goodwill, brandname recognition, reputation and public relations can benefit hugely from
promotion, even if such promotion doesn't appear to directly result in more profits, like targeted
advertisements do.
A good marketing strategy will consider a variety of promotional avenues and may well conclude
to focus more on sponsorship. Consider having a small logo or icon in a publication with the
words "sponsored by" added. This can be much more effective than taking up the full space of
advertisements. Similarly, a link on a popular webpage can be more valuable than an expensive
advertisement in a newspaper.
That doesn't mean that any publicity is good. If you set up an affiliate program that makes
spammers push your ad down the throat of people who don't want it, you're paying the spammers
to give yourself a bad name. Instead of using email as a marketing tool, it's better to focus on
having a good website and display the information on the web to people who are looking for it,
rather than to email the information to people who may not be interested.
A website is one of the most important pieces of the puzzle. It allows you to make information
available at different levels of detail, so that those who want more detail can click through to a
page with more details on specific aspects they may be interested in. But how can people find
your site in the first place? Search engines are vitally important, but what is often under-estimated
is the importance of having other sites link to you. Once you get more sites to link to you, your
own site's profile and ranking will increase in search engines as well.
Contact | XeniNet | XenJapan | XenKatana | XenVideo Search

| XenMobile
Home | Animation | Anime | Arts | AutoMobiles | Celebrities | Cool |

Fashion | Gadgets | Games | News
Creative Advertisements Around The World

October 15, 2006 · Filed under Advertisements
An advertisement by Jung von Matt/Alster for watchmaker IWC. Bus straps have been
fashioned from images of IWC’s Big Pilot’s Watch to allow bus travellers near the
airport to try before they buy at Berlin, Germany. 16 more advertisements after the jump.
A print of a cup of Folgers coffee was placed on top of manhole covers in New York
City, USA. Holes on the print allows the steam to come out. Wordings around the cup
reads ‘Hey, City That Never Sleeps. Wake up.” from Folgers.
An innovative idea on a large billboard in Amsterdam, Netherlands. It really makes you
want that ‘Heineken’.
This is a great advertisment campaign at Unicenter Shopping Mall in Buenos Aires,
Argentina for Valentine’s Day. It magnifies the romantic ambience with a simple idea.
Life-size stickers of people were stuck on automatic sliding doors at a mall in Mumbai,
India. When someone approaches the doors move apart and it feels like the people on the
door are moving away. The person enters to find the message ‘People Move Away When
You Have Body Odour’.
A sticker has been placed on the high voltage box depicting that Duracell’s batteries were
used. Cool advertisement found in Malaysia.
An ambient exercise to promote Eatalica burgers. A ‘Caution Wet Floor’ board was
placed near an Eatalica burger signboard. The copy on the board reads ‘Oogling at the
burger may involuntarily cause drooling which may in turn lead to a wet floor. Issued for
your safety by the management of Eatalica restaurant’. Eatalica is an American-Italian
Food Joint in Chennai, India.
A life size sticker for the horror movie ‘The Maid’ in Singapore placed near the toilet
round the corner. The kind of advertisement that makes you pee in your pants.
A giant mirror was built that allowed passersby to stop and look at themselves wearing
Indivi clothes at a shopping mall in Tokyo, Japan
An advertisement for a job recruiting company in Berlin, Germany. Depicting people
working in the vending machines, ATMs, it delivers the message that ‘Life is too short
for the wrong job’.
Stickers were placed in selected car park locations and car workshops where the product
is sold in Malaysia. It delivers the message that M-Tech Plasma HID Lights are 300%
brighter than regular headlights. The burn effect sticker from the headlights really leaves
an impression.
This controversial idea was done in Dubai by Sandeep Fernandes and Husen Baba Khan
for the male deodorant, Axe. The mouse pad that every guy needs.
This is an advertisement found in Vancouver during the National Non-Smoking Week.
The car was placed at the Vancouver Art Gallery and the message reads ‘Death from car
accidents: 370, Death from smoking-related causes: 6,027, Quit now before it kills you.’
Life size images were stuck on glass doors at shops, airports in South Africa for the
advertisement of glass and window cleaner I.C.U. The expression on the face is priceless.
Another creative idea by The Fitness Company. Heavy Weights were placed at various
subways in New York City which creates an illusion that the person holding the safety
bar is doing weights.
A very cost-effective advertisement in Hong Kong for a yoga school. It showcases the
prowess of a yoga practitioner on the flexible stems of drink straws. A surge of enquiries
and enrollment went after up this promotional stunt.
This is a creative ad by Mini Cooper placed at the Zurich, Switzerland train station. It
gives the perception that the Mini Cooper has a large space.
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 Creative Toyota Commercial - It’s A Trap
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324 Comments »
personal finance advice said
October 16, 2006 @ 6:11 am
With so many boring and unoriginal ads that exist, its good to see that there is still
creativity out there…
Jeffrey Seely said
October 16, 2006 @ 6:28 am
Very nice collection, thanks for posting.

My favorite is the yoga straw
Creative Advertisements at Daily.Phirebrush said
October 16, 2006 @ 6:42 am
[…] […]
Mae said
October 16, 2006 @ 7:10 am
Very funny I liked the one for axe even though I’m a woman… it’s slightly
offensive but creative xD
Amusing advertisement by Australian Post delivering the message that ‘If you really
want to touch someone, send them a letter’. In this digital age, email has taken over much
over post mail and writing a letter would definitely be more touching.
This Intel sprinter ad sparked controversy when it depicts six black men bowing down to
a white man. Intel has issued an official apology on its web site.
Intel’s intent of our ad titled “Multiply Computing Performance and Maximize the
Power of Your Employees” was to convey the performance capabilities of our
processors through the visual metaphor of a sprinter. We have used the visual of
sprinters in the past successfully.
Unfortunately, our execution did not deliver our intended message and in fact proved to
be insensitive and insulting. Upon recognizing this, we attempted to pull the ad from all
publications but, unfortunately, we failed on one last media placement.
We are sorry and are working hard to make sure this doesn’t happen again.
No one should doubt what magic the little blue pill can really do. Disturbing yet another
genius viral ad.
A creative pantene poster advertisement.
BBC outdoor advertisement campaign found around New York City was definitely a
creative one. 3 more pics after the jump.
Ads by jewelry companies always put a quirk on the before and after handing someone
a piece of jewelry. This advertisement by Natan, a famous jewelry company shows that
even ugly people can become good looking. 2 more pics after the jump.
The top advertisement by Sony’s PSP where two people representing two handheld
video game console stands out to be pretty offensive at the first glance however this
advertisement is campaigned over in Europe only where they are less sensitive to this
kind of issues. Sony stated that their goal in the advertisement was to focus on the
contrasting colors. Ctl Alt Del created a Nintendo parody of the advertisement where
they announced that the Nintendo Dual Screen Lite is coming. Link and 1 more pic after
jump.
Source: Ctrl Alt Del
Interesting ads by Panasonic about its new wireless DVD theater machine using animals
to depict the extinction of wires. 4 more pics of Panasonic wireless advertisement after
the jump.
Great advertisements by Heinz which delivers the perfect message that everything is
pretty much tasteless without it. 3 more advertisement pics after the jump.
Over a century ago, Harper’s Weekly commented that advertisements were “a true mirror of life, a sort of fos
history from which the future chronicler, if all other historical monuments were to be lost, might fully and
graphically rewrite the history of our time.” Few if any historians today would claim that they could compose
complete history of an era from its advertisements, but in recent years scholars have creatively probed
advertisements for clues about the society and the business environment that produced them. The presence of
many excellent online collections of advertisements provides learners as well as established scholars the
opportunity to examine these sources in new ways. The experience can be tantalizing and frustrating, since
advertisements don’t readily proclaim their intent or display the social and cultural context of their creation. Y
studying advertisements as historical sources can also be fascinating and revealing.
Most of us—avid consumers though we may be—pride ourselves on being able to “see through” advertiseme
We can interpret this phrase in several ways. Most simply, we “see through” ads when we are oblivious to the
—when we look right past them, as we do with most ads we encounter daily. Much of what advertising
professionals do is aimed at “cutting through the clutter,” overcoming our propensity to ignore most ads. In
another sense of “seeing through,” we dismiss ads because we judge them to be misleading or dishonest. As
historians, however, we need to focus on ads and see or hear them. As Yogi Berra put it, “You can observe a
by watching.”
Despite or because of its ubiquity, advertising is not an easy term to define. Usually advertising attempts to
persuade its audience to purchase a good or a service. But “institutional” advertising has for a century sought
build corporate reputations without appealing for sales. Political advertising solicits a vote (or a contribution)
a purchase. Usually, too, authors distinguish advertising from salesmanship by defining it as mediated persua
aimed at an audience rather than one-to-one communication with a potential customer. The boundaries blur h
too. When you log on to Amazon.com, a screen often addresses you by name and suggests that, based on you
past purchases, you might want to buy certain books or CDs, selected just for you. A telephone call with an
automated telemarketing message is equally irritating whether we classify it as advertising or sales effort.
In United States history, advertising has responded to changing business demands, media technologies, and
cultural contexts, and it is here, not in a fruitless search for the very first advertisement, that we should begin.
the eighteenth century, many American colonists enjoyed imported British consumer products such as porcela
furniture, and musical instruments, but also worried about dependence on imported manufactured goods.
Advertisements in colonial America were most frequently announcements of goods on hand, but even in this
early period, persuasive appeals accompanied dry descriptions. Benjamin Franklin’s Pennsylvania Gazette
reached out to readers with new devices like headlines, illustrations, and advertising placed next to editorial
material. Eighteenth- and nineteenth-century advertisements were not only for consumer goods. A particularl
disturbing form of early American advertisements were notices of slave sales or appeals for the capture of
escaped slaves. (For examples of these ads, click here for the Virginia Runaways Project site.) Historians hav
used these advertisements as sources to examine tactics of resistance and escape, to study the health, skills, an
other characteristics of enslaved men and women, and to explore slaveholders’ perceptions of the people they
held in bondage.
Despite the ongoing “market revolution,” early and mid- nineteenth-century advertisements rarely demonstra
striking changes in advertising appeals. Newspapers almost never printed ads wider than a single column and
generally eschewed illustrations and even special typefaces. Magazine ad styles were also restrained, with mo
publications segregating advertisements on the back pages. Equally significant, until late in the nineteenth
century, there were few companies mass producing branded consumer products. Patent medicine ads proved t
main exception to this pattern. In an era when conventional medicine seldom provided cures, manufacturers o
potions and pills vied for consumer attention with large, often outrageous, promises and colorful, dramatic
advertisements.
In the 1880s, industries ranging from soap to canned food to cigarettes introduced new production techniques
created standardized products in unheard-of quantities, and sought to find and persuade buyers. National
advertising of branded goods emerged in this period in response to profound changes in the business
environment. Along with the manufacturers, other businesses also turned to advertising. Large department sto
in rapidly-growing cities, such as Wanamaker’s in Philadelphia and New York, Macy’s in New York, and
Marshall Field’s in Chicago, also pioneered new advertising styles. For rural markets, the Sears Roebuck and
Montgomery Ward mail-order catalogues offered everything from buttons to kits with designs and materials f
building homes to Americans who lived in the countryside–a majority of the U.S. population until about 1920
By one commonly used measure, total advertising volume in the United States grew from about $200 million
1880 to nearly $3 billion in 1920.
Advertising agencies, formerly in the business of peddling advertising space in local newspapers and a limite
range of magazines, became servants of the new national advertisers, designing copy and artwork and placing
advertisements in the places most likely to attract buyer attention. Workers in the developing advertising indu
sought legitimacy and public approval, attempting to disassociate themselves from the patent medicine hucks
and assorted swindlers in their midst.
While advertising generated modern anxieties about its social and ethical implications, it nevertheless acquire
new centrality in the 1920s. Consumer spending–fueled in part by the increased availability of consumer cred
on automobiles, radios, household appliances, and leisure time activities like spectator sports and movie goin
paced a generally prosperous 1920s. Advertising promoted these products and services. The rise of mass
circulation magazines, radio broadcasting and to a lesser extent motion pictures provided new media for
advertisements to reach consumers. President Calvin Coolidge pronounced a benediction on the business of
advertising in a 1926 speech: “Advertising ministers to the spiritual side of trade. It is a great power that has b
intrusted to your keeping which charges you with the high responsibility of inspiring and ennobling the
commercial world. It is all part of the greater work of regeneration and redemption of mankind.” (This addres
can be found online at a Library of Congress site on “Prosperity and Thrift,” which contains many documents
consumer culture in the twenties.) Advertisements, as historian Roland Marchand pointed out, sought to adjus
Americans to modern life, a life lived in a consumer society.
Since the 1920s, American advertising has grown massively, and current advertising expenditures are eighty
times greater than in that decade. New media–radio, television, and the Internet–deliver commercial message
ways almost unimaginable 80 years ago. Beneath the obvious changes, however, lie continuities. The triad of
advertiser, agency, and medium remains the foundation of the business relations of advertising. Advertising m
and women still fight an uphill battle to establish their professional status and win ethical respect. Perhaps the
most striking development in advertising styles has been the shift from attempting to market mass-produced
items to an undifferentiated consuming public to ever more subtle efforts to segment and target particular gro
for specific products and brands. In the 1960s, what Madison Avenue liked to call a “Creative Revolution” al
represented a revolution in audience segmentation. Advertisements threw a knowing wink to the targeted
customer group who could be expected to buy a Volkswagen beetle or a loaf of Jewish rye instead of all-
American white bread.
Usually the ad is trying to sell a product, but this is only an initial response to the question. Does it aim to
persuade readers to buy something for the first time or to switch brands? The tobacco industry, for example, h
consistently maintained that its ads are aimed at maintaining brand loyalty or inducing smokers to switch. (He
a prominent campaign a generation ago for a now-forgotten cigarette brand featuring models with bruises and
black eyes saying “I’d rather fight than switch.”) Yet critics have noted the themes of youth, vitality, and plea
in these ads and have exposed documents in which marketers strategize about attracting new smokers.
What group did the advertisement try to reach? What publication did it appear in, with what kind of readershi
Perhaps the most famous instance of a shift in target audience came in 1955, when the Leo Burnett agency
revamped advertising for Marlboro cigarettes, formerly a minor brand marketed for their mildness and aimed
women smokers. Burnett introduced the Marlboro Man, models of rugged cowboys on horseback, smoking “
cigarette designed for men that women like,” in the words of the manufacturer’s ad director. Sales shot up
immediately. Marlboro eventually became the world’s best-selling cigarette brand. And the Marlboro Man
became one of the most widely-recognized (and reviled) advertising icons.
What does the ad want the reader to do? Ultimately, of course, commercial advertising aims to win sales, but
some advertisements seek primarily to gain the reader’s attention or stimulate interest in hopes that purchases
will follow. On the other hand, repetitive ads for familiar products often aim to short-circuit the conscious
consideration of purchase decisions. They try to stimulate the consumer to pick up the soft drink or the toothp
or the detergent as she moves down the shopping aisles.
Match the ad to its larger purpose (there may be more than one correct answer)
Purposes:
Cultivating brand identity
Convincing consumer to switch brands
Introducing a new product
Lobbying for a political issue
Life, 1971
[click to enlarge or read text]
Purposes:
Convincing consumer to switch
brands
Time, 1984
Purposes:
St. Nicholas Magazine, December

1900
Purposes:
Saturday Evening Post, 1920

Purposes:
Time, 1978
In the first half of the twentieth century, most national advertising portrayed and promoted a world of mass
produced, standardized products. Advertising and mass consumption would erase social differences. “We are
making a homogeneous” people out of a nation of immigrants, proclaimed agency executive Albert Lasker in
1920s. In more recent decades, however, marketing’s emphasis has been on segmentation—fitting a product a
its marketing strategy to the interests and needs of a distinct subgroup. The historian Robert Wiebe has even
suggested that the divisions—by economic, social, cultural and even psychological characteristics—now mar
the United States as a “segmented society.”* Few advertisers try to sell the same thing to everybody today; to
often that has meant selling to nobody.
If segmentation is the norm in advertising, then it is crucial to ask for whom an advertisement or a campaign
intended. In the 1950s, the automobile industry was a stronghold of mass production and “follow the crowd”
conformist marketing. The Doyle Dane Bernbach agency’s campaigns for the Volkswagen, introduced in 195
broke out of the mold. Most frequently applauded for their visual and verbal wit and dramatic, uncluttered lay
the Volkswagen ads also stand as a triumph of segmentation marketing. (Click here for a sample of the ads at
Center for Interactive Advertising’s Volkswagen Gallery.) To sell the VW in the late 1950s was a challenge.
Volkswagen was a brand that Adolf Hitler had touted only two decades before as the German “people’s car.”
was small and spartan as American cars grew, sprouted tail fins and ornamentation, and added comfort featur
Rather than reach for a broad market, the ads emphasized Volkswagen’s difference from the then-reigning “lo
priced three” of Chevrolet, Ford, and Plymouth. Bold headlines proclaimed it ugly and small and boasted that
design had barely changed in years. The campaign depended on a devoted minority to make Volkswagen a
marketing triumph. The Volkswagen buyer, in the eyes of marketers, shunned ostentation and took pride in
practicality. One famous ad invited buyers to “Live Below Your Means,” presenting a car for people who cou
afford to spend more but chose restraint.
Selected by Advertising Age magazine as the greatest advertising of the twentieth century, the Volkswagen
campaign accelerated a trend toward segmentation marketing. It is worth noting that the advertising did not e
in a marketing vacuum. Sociologist Michael Schudson pointed out that Volkswagen registrations in the Unite
States grew more rapidly the year before the campaign began than in its initial year.* To some extent, the veh
not its promotion, appealed to a certain class of auto shoppers. Nevertheless, advertising both aims at market
segments and helps to shape those segments. A recent example of what can happen when a manufacturer
attempts to redraw the boundaries of those communities can be seen in the anger of some Porsche owners at t
sports car maker’s introduction of an SUV. In what must be one of the most vehement reactions, Mike Dini to
the New York Times, “Every S.U.V. I’ve seen is driven by some soccer mom on her cellphone. I hate those
people, and that Porsche would throw me into that category made me speechless. Just speechless.”*
Cosmopolitan
Saturday Evening Post
Our Navy
Good Housekeeping
American Journal of Nursing
Parents’ Magazine
Vogue
[click to enlarge]
Cosmopolitan
Our Navy
Good Housekeeping
[click to enlarge]
Parents’ Magazine
Vogue
Cosmopolitan
Saturday Evening
Post
Our Navy
Good Housekeeping
American Journal of
Nursing
Parents’ Magazine
Vogue
[click to enlarge]
Cosmopolitan
Our Navy
Good Housekeeping
Parents’ Magazine
Vogue
[click to enlarge]
Cosmopolitan
Our Navy
Good Housekeeping
Parents’ Magazine
Vogue
[click to enlarge]
After we have a sense of what the advertiser is trying to accomplish, we can ask how they go about achieving
their marketing goals. Does the advertisement offer a “reason why” to buy the product? Or is it oriented more
emotional appeals? Does the ad feature the product or does it focus on the people using it? Does it address the
reader directly with suggestions or commands? Does the ad offer a reduced price or a premium? Does a celeb
provide an endorsement? Does it play on fear or anxiety or make positive appeals?
Most of the ads you examine will contain both illustrations and text. Advertising researchers devote large sum
testing consumers’ responses to different colors, shapes, and layouts. Especially in recent decades,
advertisements often have been composed with minute attention to detail and extensive pre-testing, so even th
smallest facet of an ad may reflect a marketing strategy. But deliberate or unintentional, details of an
advertisement may reveal something about the assumptions and perceptions of those who created it. A hairsty
a print font, a border design all may have something to teach us.
How does the ad attract the reader’s attention? What route do your eyes follow through the ad? How do styles
with cultural trends? What are the implications, for instance, of the stark black-and-white photographs in man
Depression-era ads that mimicked the tabloid newspapers of the day? Does the rise of “psychedelic” graphic
styles in the late 1960s and 70s support Thomas Frank’s contention that “counter cultural” values of personal
fulfillment and immediate gratification fit post-industrial corporate marketing needs? Do earth tones in recent
advertising support “green” marketing strategies of companies hoping to appeal to environmentally-consciou
buyers?
Virtually every advertisement provides opportunities for this kind of analysis. Following Roland Marchand’s
masterful interpretation of a 1933 gasoline ad, we can examine the poses of father and son. (Click here to see
advertisement in the Roland Marchand Collection at A History Teacher’s Bag of Tricks, Area 3 History and
Cultures Project.) The father looks fearful, fatigued, and aged. Marchand sees the boy’s clenched fist as a sym
of advertisers’ implicit claim that will, determination—and consumption—could overcome the Depression, b
his face also shows worry and shame. The relation of the two images—the son foregrounded, the father behin
him and set against a darker-colored background—suggests that the father is not only falling behind in life’s r
but is also failing to provide patriarchal leadership and control.
The advertisement’s words complement the image. The boy’s alarm—“Gee, Pop–They’re all passing you”—
in a cartoon “balloon.” Depression advertising, stripped of the subtleties of more prosperous times, often adop
the blunt, lurid style of comic strips. The text below directly addresses those who “must make your old car do
little longer” in “these days when we have to do without so many things.” Taken as a whole, the language,
design, and image of this advertisement evince the fear and humiliation of hard times and try to convert these
worries into motives to buy.
In examining ads as historical documents, we also should look at what the ad seems to take for granted. Inferr
social conditions from advertisements is not straightforward. Ads are highly selective in their depiction of the
world. Notably, historical and contemporary studies abound showing that advertising’s depiction of American
society has been highly skewed in its portrayal of race, class, and gender.
Until a generation ago, African Americans and other people of color were virtually invisible in mainstream
advertising, except when they were portrayed as servants or as exemplifying racially stereotyped behavior. N
for example, the frequent portrayal of African Americans as children, or, tellingly, as childlike adults. (See so
examples at a University of Illinois exhibit and the Authentic History Center and follow the successive pages
Images of women in advertising have hardly been uniform, but several themes recur: the housewife ecstatic o
a new cleaning product; the anxious woman fearing the loss of youthful attractiveness; the subservient spouse
dependent on her assertive husband; the object of men’s sexual gaze and desire. (Click here for a 1951 cosme
ad featuring one of these themes.) Advertising also gives false testimony about the actual class structure of
American society. Advertising images consistently show scenes of prosperity, material comfort, even luxury
beyond the conditions of life of most Americans. The advertising industry prefers to picture the world that
consumers aspire to, not the one they actually inhabit.
David Ogilvy, one of the icons of mid-century American advertising, perhaps knew better than anyone how to
use snob appeal for mass audiences. His campaigns for Hathaway Shirts, for example, presented a sophisticat
White Russian aristocrat mysteriously wearing a patch over one eye. For Schweppes Tonic Water, Ogilvy no
only coined the term “Schweppervescence,” but linked the product to a dignified British naval officer,
Commander Whitehead, who extolled the mixer at elegant soirees and descended from jets onto a red carpet t
associate the beverage with the heights of cosmopolitan sophistication.
Even in the striving, materialistic climate of the post-World War II boom, consumers no doubt saw the Ogilv
campaigns as something other than hard-nosed realism. Middle-class Americans would not see a shirt or a so
brand as their ticket to high society. The advertisements were not dishonest in any direct sense. But David
Ogilvy’s ads presented a distorted image of society and did so in the service of selling his clients’ products.
Advertising, in Michael Schudson’s phrase, is “capitalist realism,” an art form that abstracts from and
reconfigures the world as it is to fit the marketing needs of the business system. He concludes, “Advertising i
capitalism’s way of saying ‘I love you’ to itself.”*
The ads below were designed to sell a variety of products, but they all reveal specific assumptions about wom
and their social roles. See if you can match each advertisement to the year it was produced and analyze what
ad tells you about women’s roles and gender identities in that time.
1914
1943
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1914
1943
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1977
[click to enlarge or read]
1914
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[click to enlarge or read]

1914
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[click to enlarge]
1914
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[click to enlarge]
As we see the ads, we may also be able to “see through” them to broader social and cultural realities. We can
note three contexts for these documents. First of all, they are selling tools and reflect the business needs of the
corporations that pay for them. Posing the questions about purposes and methods will give us insights into the
role of advertising in business. Second, advertisements are cultural indicators, though distorted ones. Finally,
bear in mind that ads emerge from a professional culture of the advertising industry and suggest the aspiration
and anxieties of the men (and sometimes women) who create them.
To see through ads, we should also look at these creators. For about a century, major national advertisers of
brand-named goods and services have employed advertising agencies to plan out their campaigns, write and
design the ads, and follow a media strategy to reach targeted buyers with their sales messages. Although
advertising men (and women–from early in the 1900s, the industry employed a small but significant number o
women in copywriting and art design positions) have long been the butt of cynical jokes about their subservie
to advertising clients, advertising took on the trappings of professionalism quickly. As Roland Marchand and
others have pointed out, those who created advertisements designed them with the “secondary audience” of th
peers in mind. Especially before the 1960s, when agencies diversified ethnically and opened more doors to
women, the industry was socially distant from its audiences.
Viewing consumers as irrational, ill-informed, and uncultured, advertising agencies often created ads that
reflected their own surroundings rather than those of the buyers they wanted to attract. The subculture of the
advertising industry is an intense one. In part this follows from the enormous difficulty of judging the
effectiveness of advertising. Without clear-cut measures, advertising workers turn to their peers for validation
The fact that agencies can lose accounts (and workers lose jobs) overnight also makes Madison Avenue an
anxious place where fads and gurus may shape campaigns.
If you are using the web for a comprehensive historical analysis of advertising, you will likely face a significa
problem. Ads on the web are usually separated from the editorial matter and the other advertisements that
surrounded them. For example, in the Model Interpretation that follows, a researcher examining a print ad in
issue of the Ladies’ Home Journal could compare its themes with the short stories in the same magazine, cou
judge whether its style differed from other soap and beauty ads in the issue, and could evaluate its impact by
considering its size and location in the magazine. Some sites (such as the online collections of Duke Universi
Digital Scriptorium, Ad Access and Emergence of Advertising in America) provide information about the
placement and production of the images they feature, but others present ads without captions about the media
they appeared in, their size, the date of their appearance, etc.
This seemingly technical problem emphasizes a broader reality that you should bear in mind. While we can g
a lot from the visual and verbal elements in advertisements, advertisements are almost always designed to be
of a media context. The placement of a print ad in a newspaper or magazine, the station, time of day, and
program where a commercial appears, the traffic flow past a billboard are all intimately related to the messag
the advertisement itself. Understanding advertising thus entails more than just studying advertisements,
illuminating as the ads themselves can be. The web is not–at least not yet–an ideal way to put ads in their
marketing and media context.
In a few cases, however, we can find websites that provide background information for our advertising analys
The Library of Congress’s American Memory site, “Fifty Years of Coca-Cola Television Advertisements,” of
not only a selection of the commercials in streaming video but an essay on the agencies, advertising strategies
and technologies that Coke has used since the 1950s. The site also gives detailed attention to the making of on
of the most famous television commercials ever made, 1971’s “Hilltop,” where young people congregated to
sing, “I’d like to buy the world a Coke.” One truth that emerges from the “Hilltop” material is that producing
television commercial for a major campaign is a complex undertaking indeed. An ad agency creative director
vision that an invitation to share a Coke “was actually a subtle way of saying, ‘Let’s keep each other company
a little while,’” led to a song, “I’d like to buy the world a Coke” and then to grandiose plans for a massive cho
of youth from around the world performing the song on a dramatic hillside. The travails of casting, locating, a
filming reveal that commercial production is hardly an exact science. (For example, the female lead was
discovered pushing a baby carriage down a street in Rome.) They also indicate the lengths to which major
advertisers and their agencies will go to “get it right.”
This television advertisement, known as the “Daisy” ad, ran only once during the 1964 presidential election, b
it became one of the most famous political commercials of all time.
Does this ad make sense to you? It doesn’t spell out its message specifically, and indeed it assumes a certain
amount of knowledge. Here’s some basic information that might help. The spot was created by the advertisin
firm Doyle Dane Bernbach for President Lyndon Johnson, a Democrat, who was running against Senator Bar
Goldwater, a Republican. The ad never used Goldwater’s name or image, yet viewers understood its central
message: that Goldwater might use atomic weapons. The ad ran once, on September 7, 1964, during NBC’s
“Monday Night Movie.” Republicans protested, and the Johnson campaign pulled the ad, but the following ni
all three network news broadcasts showed the ad in its entirety. Does this information change or enhance you
understanding of the Daisy ad?
During the Republican primary, Goldwater’s opponent Nelson Rockefeller sent a mass mailing to California
Republican primary voters asking “Who Do You Want in the Room with the H Bomb Button?”
Yes No
The Johnson campaign favored so-called “spot” advertising, the kind of short political ads familiar today, as
opposed to buying half-hour blocks of television time, a method used more often by the Goldwater campaign
Yes No
On August 31, 1964, the Johnson campaign notified Democratic party fundraisers that they would be holding
additional fundraising dinners to raise an additional three million dollars for local television and radio adverti
time.
Yes No
On May 24, 1964, Goldwater told a television interviewer that one strategy for winning the war in Vietnam m
involve “defoliation of the forests by low-yield atomic weapons.”
Yes No
President Johnson resisted even mentioning his running mate, Hubert Humphrey, in advertisements. He even
ordered one ad featuring Humphrey’s voiceover narration re-cut to eliminate Humphrey’s voice entirely.
Yes No
Eight years after the Daisy ad first ran, a New York Times writer asserted that the ad’s tagline was “Whose fin
do you want on the trigger?”
Yes No
Conclusion
The Johnson campaign’s advertising strategy worked: Johnson won in a landslide, and post-election polls
indicated that many people voted less in favor of Johnson and more out of fear of Goldwater. To learn even m
about the Daisy ad and the election of 1964, check out the sources for the information above: Tony Schwartz,
The Responsive Chord (Doubleday, 1974) and Kathleen Hall Jamieson, Packaging the Presidency: A History
and Criticism of Presidential Campaign Advertising (New York: Oxford University Press, 1992, 2nd ed.).
Advertising
From Wikipedia, the free encyclopedia
(Redirected from Advertisements)

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"Advert" redirects here. For other uses, see Advert (disambiguation).
"Advertiser" redirects here. For the Australian newspaper, see The Advertiser
(Adelaide).
For advertising on Wikipedia, see Wikipedia:Advertisements.
Advertising is paid, one-way communication through a medium in which the sponsor is

identified and the message is controlled by the sponsor. Variations include publicity,
public relations, etc.. Every major medium is used to deliver these messages, including:
television, radio, movies, magazines, newspapers, video games, the Internet (see Internet
advertising), and billboards.
Advertisements can also be seen on the seats of grocery carts, on the walls of an airport
walkway, on the sides of buses, heard in telephone hold messages and in-store public
address systems. Advertisements are usually placed anywhere an audience can easily
and/or frequently access visuals and/or audio.
Advertising clients are predominantly, but not exclusively, profit-generating corporations

seeking to increase demand for their products or services. Some organizations which
frequently spend large sums of money on advertising but do not strictly sell a product or
service to the general public include: political parties, interest groups, religion-supporting
organizations, and militaries looking for new recruits. Additionally, some non-profit
organizations are not typical advertising clients and rely upon free channels, such as
public service announcements. For instance, a well-known exception to the use of
commercial ads is Krispy Kreme doughnuts which relies on word-of-mouth.
The advertising industry is large and growing. In the United States alone in 2005,
spending on advertising reached $144.32 billion, reported TNS Media Intelligence. That
same year, according to a report titled Global Entertainment and Media Outlook: 2006-
2010 issued by global accounting firm PricewaterhouseCoopers, worldwide advertising
spending was $385 billion. The accounting firm's report projected worldwide
advertisement spending to exceed half-a-trillion dollars by 2010.
While advertising can be seen as necessary for economic growth, it is not without social
costs. Unsolicited Commercial Email and other forms of spam have become so prevalent
as to have become a major nuisance to users of these services, as well as being a financial
burden on internet service providers.[1] Advertising is increasingly invading public spaces,
such as schools, which some critics argue is a form of child exploitation.[2][3]
Contents
[hide]
• 1 History
o 1.1 Branding
o 1.2 Mobile Billboard Advertising
o 1.3 Product advertising
o 1.4 Public service advertising
• 2 Types of advertising
o 2.1 Media
o 2.2 Covert advertising
o 2.3 Television commercials
o 2.4 Newer media and advertising approaches
o 2.5 Measuring the impact of mass advertising
• 3 Optimization
• 4 Effect on memories and behaviour
• 5 Public perception of the medium
• 6 Negative effects of advertising
• 7 Regulation
• 8 Future
o 8.1 Global advertising
o 8.2 Integrated marketing communication (IMC)
o 8.3 Other
• 9 See also
• 10 References
• 11 Bibliography
• 12 External links
o 12.1 Vintage archives
[edit] History
Black-figured lekythos with the inscription: “buy me and you'll get a good bargain”,
ca. 550 BC, Louvre
Commercial messages and political campaign displays have been found in the ruins of
ancient Arabia. Egyptians used papyrus to create sales messages and wall posters, while
lost-and-found advertising on papyrus was common in Ancient Greece and Ancient
Rome. Wall or rock painting for commercial advertising is another manifestation of an
ancient advertising form, which 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 BCE.[4] As printing developed in the 15th and 16th century, advertising
expanded to include handbills. In the 17th century advertisements started to appear in
weekly newspapers in England. These early print advertisements were used mainly to
promote: books and newspapers, which became increasingly affordable due to the
printing press; and medicines, which were increasingly sought after as disease ravaged
Europe. However, false advertising and so-called "quack" advertisements became a
problem, which ushered in the regulation of advertising content.
Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan
As the economy expanded during the 19th century, advertising grew alongside. In the
United States of America, classified advertisements became popular, filling pages of
newspapers with small print messages promoting various goods. The success of this
advertising format eventually led to the growth of mail-order advertising.
In 1841, the first advertising agency was established by Volney Palmer in Boston. It was
also the first agency to charge a commission on ads at 25% commission paid by
newspaper publishers to sell space to advertisers. At first, agencies were brokers for
advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency
to assume responsibility for advertising content. N.W. Ayer opened in 1875, and was
located in Philadelphia.
At the turn of the century, there were few career choices for women in business;
however, advertising was one of the few. Since women were responsible for most of the
purchasing done in their household, advertisers and agencies recognised the value of
women's insight during the creative process. In fact, the first American advertising to use
a sexual sell was created by a woman – for a soap product. Although tame by today's
standards, the advertisement featured a couple with the message "The skin you love to
touch".
A print advertisement for the 1913 issue of the Encyclopædia Britannica
When radio stations began broadcasting in the early 1920s, the programs were however
nearly exploded. This was so because the first radio stations were established by radio
equipment manufacturers and retailers who offered programs in order to sell more radios
to consumers. As time passed, many non-profit organizations followed suit in setting up
their own radio stations, and included: schools, clubs and civic groups.[5] When the
practice of sponsoring programs was popularised, each individual radio program was
usually sponsored by a single business in exchange for a brief mention of the business'
name at the beginning and end of the sponsored shows. However, radio station owners
soon realised they could earn more money by selling sponsorship rights in small time
allocations to multiple businesses throughout their radio station's broadcasts, rather than
selling the sponsorship rights to single businesses per show. This practice was carried
over to television in the late 1940s and early 1950s.
A fierce battle was fought between those seeking to commercialise the radio and people
who argued that the radio spectrum should be considered a part of the commons – to be
used only non-commercially and for the public good. The United Kingdom pursued a
public funding model for the BBC, originally a private company but incorporated as a
public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were
likewise able to persuade the federal government to adopt a public funding model.
However, in the United States, the capitalist model prevailed with the passage of the 1934
Communications Act which created the Federal Communications Commission.[6] To
placate the socialists, the U.S. Congress did require commercial broadcasters to operate
in the "public interest, convenience, and necessity".[7] Nevertheless, public radio does
exist in the United States of America.
In the early 1950s, the Dumont television network began the modern trend of selling
advertisement time to multiple sponsors. Previously, Dumont had trouble finding
sponsors for many of their programs and compensated by selling smaller blocks of
advertising time to several businesses. This eventually became the norm for the
commercial television industry in the United States. However, it was still a common
practice to have single sponsor shows, such as the U.S. Steel Hour. In some instances the
sponsors exercised great control over the content of the show - up to and including
having one's advertising agency actually writing the show. The single sponsor model is
much less prevalent now, a notable exception being the Hallmark Hall of Fame.
The 1960s saw advertising transform into a modern, more scientific approach in which
creativity was allowed to shine, producing unexpected messages that made
advertisements more tempting to consumers' eyes. The Volkswagen ad campaign--
featuring such headlines as "Think Small" and "Lemon" (which were used to describe the
appearance of the car)--ushered in the era of modern advertising by promoting a
"position" or "unique selling proposition" designed to associate each brand with a
specific idea in the reader or viewer's mind. This period of American advertising is called
the Creative Revolution and its poster boy was Bill Bernbach who helped create the
revolutionary Volkswagen ads among others. Some of the most creative and long-
standing American advertising dates to this incredibly creative period.
Public advertising on Times Square, New York City.
The late 1980s and early 1990s saw the introduction of cable television and particularly
MTV. Pioneering the concept of the music video, MTV ushered in a new type of
advertising: the consumer tunes in for the advertising message, rather than it being a
byproduct or afterthought. As cable and satellite television became increasingly
prevalent, specialty channels emerged, including channels entirely devoted to advertising,
such as QVC, Home Shopping Network, and ShopTV.
Marketing through the Internet opened new frontiers for advertisers and contributed to
the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising
revenue, offering everything from coupons to free Internet access. At the turn of the 21st
century, the search engine Google revolutionized online advertising by emphasizing
contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This
has led to a plethora of similar efforts and an increasing trend of interactive advertising.
The share of advertising spending relative to GDP has changed little across large changes
in media. For example, in the U.S. in 1925, the main advertising media were newspapers,
magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of
GDP was about 2.9%. By 1998, television and radio had become major advertising
media. Nonetheless, advertising spending as a share of GDP was slightly lower -- about
2.4%.[1]
A recent advertising innovation is "guerrilla promotions", which involve unusual

approaches such as staged encounters in public places, giveaways of products such as
cars that are covered with brand messages, and interactive advertising where the viewer
can respond to become part of the advertising message. This reflects an increasing trend
of interactive and "embedded" ads, such as via product placement, having consumers
vote through text messages, and various innovations utilizing social networking sites (e.g.
MySpace).
Paul McManus, the Creative Director of TBWA\Europe in the late 90's summed up
advertising as being "...all about understanding. Understanding of the brand, the product
or the service being offered and understanding of the people (their hopes and fears and
needs) who are going to interact with it. Great advertising is the creative expression of
that understanding."[citation needed]
Don Sheelan, Regina CEO argues that; "the most important objective of any advertising
is building brand awareness."
[edit] Branding
Although advertising has existed for a long time, explicit "branding" is a product of the
late 1800s. Due to the prevalence of dangerous products and unregulated industries of the
Industrial Revolution, brands were introduced to increase the reputation and value of a
particular manufacturer. An identified brand often meant safety and quality and led to
popularity.
[edit] Mobile Billboard Advertising
Mobile Billboards are flat-panel campaign units in which their sole purpose is to carry
advertisements along dedicated routes selected by clients prior to the start of a campaign.
Mobile Billboard companies do not typically carry third-party cargo or freight. Mobile
displays are used for various situations in metropolitan areas throughout the world,
including:
• Target advertising
• One day, and long term campaigns
• Convention
• Sporting events
• Store openings or other similar promotional events
• Big advertisements from smaller companies
[edit] Product advertising
Certain products use a specific form of advertising known as "Custom publishing". This
form of advertising is usually targeted at a specific segment of society, but may also
"draw" the attention of others. The lists are presented in the following box:
[hide]
v•d•e
Product advertising
Alcohol advertising · Cosmetic advertising · Fast food advertising · Gambling advertising ·
Mobile phone content advertising · Tobacco advertising · Toy advertising
See also: Advertising regulation
[edit] Public service advertising
The same advertising techniques used to promote commercial goods and services can be
used to inform, educate and motivate the public about non-commercial issues, such as
AIDS, political ideology, energy conservation, religious recruitment, and deforestation.
Advertising, in its non-commercial guise, is a powerful educational tool capable of

reaching and motivating large audiences. "Advertising justifies its existence when used in
the public interest - it is much too powerful a tool to use solely for commercial purposes."
- Attributed to Howard Gossage by David Ogilvy
Public service advertising, non-commercial advertising, public interest advertising, cause

marketing, and social marketing are different terms for (or aspects of) the use of
sophisticated advertising and marketing communications techniques (generally associated
with commercial enterprise) on behalf of non-commercial, public interest issues and
initiatives.
In the United States, the granting of television and radio licenses by the FCC is
contingent upon the station broadcasting a certain amount of public service advertising.
To meet these requirements, many broadcast stations in America air the bulk of their
required Public Service Announcements during the late night or early morning when the
smallest percentage of viewers are watching, leaving more day and prime time
commercial slots available for high-paying advertisers.
Public service advertising reached its height during World Wars I and II under the
direction of several governments.
[edit] Types of advertising

[edit] Media
Paying people to hold signs is one of the oldest forms of advertising, as with this Human
directional pictured above
A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular
mediums for advertisers.
A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Commercial advertising media can include wall paintings, billboards, street furniture
components, printed flyers and rack cards, radio, cinema and television ads, web banners,
shopping carts, web popups, skywriting, bus stop benches, human directional, magazines,
newspapers, town criers, sides of buses or airplanes ("logojets"), taxicab doors, roof
mounts and passenger screens, musical stage shows, subway platforms and trains, elastic
bands on disposable diapers, stickers on apples in supermarkets, the opening section of
streaming audio and video, posters, and the backs of event tickets and supermarket
receipts. Any place an "identified" sponsor pays to deliver their message through a
medium is advertising.
Another way to measure advertising effectiveness is known as ad tracking. This

advertising research methodology measures shifts in target market perceptions about the
brand and product or service. These shifts in perception are plotted against the
consumers’ levels of exposure to the company’s advertisements and promotions.The
purpose of Ad Tracking is generally to provide a measure of the combined effect of the
media weight or spending level, the effectiveness of the media buy or targeting, and the
quality of the advertising executions or creative. Ad Tracking Article
[edit] Covert advertising
Main article: Product placement

Covert advertising is when a product or brand is embedded in entertainment and media.
For example, in a film, the main character can use an item or other of a definite brand, as
in the movie Minority Report, where Tom Cruise's character John Anderton owns a
phone with the Nokia logo clearly written in the top corner, or his watch engraved with
the Bulgari logo. Another example of advertising in film is in I, Robot, where main
character played by Will Smith mentions his Converse shoes several times, calling them
"classics," because the film is set far in the future. I, Robot and Spaceballs also showcase
futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of
the vehicles, respectively. Cadillac chose to advertise in the movie The Matrix Reloaded,
which as a result contained many scenes in which Cadillac cars were used. Similarly,
product placement for Omega Watches, Vaio, BMW and Aston-Martin cars are featured
in recent James Bond films, most notably, Casino Royale.
[edit] Television commercials
Main article: Television advertisement
The TV commercial is generally considered the most effective mass-market advertising

format and this is reflected by the high prices TV networks charge for commercial airtime
during popular TV events. The annual Super Bowl football game in the United States is
known as much for its commercial advertisements as for the game itself, and the average
cost of a single thirty-second TV spot during this game has reached $2.7 million (as of
2007).
Virtual advertisements may be inserted into regular television programming through

computer graphics. It is typically inserted into otherwise blank backdrops[2] or used to
replace local billboards that are not relevant to the remote broadcast audience[3]. More
controversially, virtual billboards may be inserted into the background[4] where none
existing in real-life. Virtual product placement is also possible[5] [6].
[edit] Newer media and advertising approaches
Increasingly, other mediums such as those discussed below are overtaking television due
to a shift towards consumer's usage of the Internet as well as devices such as TiVo.
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based

advertising space are dependent on the "relevance" of the surrounding web content and
the traffic that the website receives.
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is

known as "spam".
Some companies have proposed to place messages or corporate logos on the side of
booster rockets and the International Space Station. Controversy exists on the
effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass
messages (see propaganda).
Unpaid advertising (also called word of mouth advertising), can provide good exposure at
minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or
achieving the feat of equating a brand with a common noun (in the United States,
"Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" =
vacuum cleaner and "Band-Aid" = adhesive bandage.) -- these are the pinnacles of any
advertising campaign. However, some companies oppose the use of their brand name to
label an object. Equating a brand with a common noun also risks turning that brand into a
genericized trademark - turning it into a generic term which means that its legal
protection as a trademark is lost.
SMS (Short Message Service) text messages have taken Europe by storm and are
breaking into the USA. The addition of a text-back number is gaining prevalence as a
www address of yesterday. Used as part of your companies 'how to contact us' these can
be very effective. These can be a (rented) keyword on a short-code or your own system
on a standard number (like Mojio Messenger). The benefit of SMS text messages is
people can respond where they are, right now, stuck in traffic, sitting on the metro. The
use of SMS text messages can also be a great way to get a viral (word-of-mouth)
campaign off the ground to build your own database of prospects see Viral marketing.
Interstitial advertisement is a form of advertisement which takes place while a page loads.
From time to time, The CW airs short programming breaks called "Content Wraps," to
advertise one company's product during an entire commercial break. The CW pioneered
"content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero 2,
Cover Girl, and recently Toyota.
[edit] Measuring the impact of mass advertising
The most common method for measuring the impact of mass media advertising is the use
of the rating point (rp) or the more accurate target rating point (trp). These two measures
refer to the percentage of the universe of the existing base of audience members that can
be reached by the use of each media outlet in a particular moment in time. The difference
between the two is that the rating point refers to the percentage to the entire universe
while the target rating point refers to the percentage of a particular segment or target.
This becomes very useful when focusing advertising efforts on a particular group of
people. One of the reasons advertising is successful, is due to the way in which it
endorses a particular audience, to build awareness of what the advertiser has to offer.
[edit] Optimization
In an effort to improve messaging, and gain audience attention, advertisers create
branding moments that will resonate with target markets, and motivate audiences to
purchase the advertised product or service, advertisers copy test their advertisements
before releasing them to the public. (Young, pp.15-21)
[edit] Effect on memories and behaviour

This article needs additional citations for verification.
Please help improve this article by adding reliable references. Unsourced material may be challenged and
removed.(July 2006)
"Half the money I spend on advertising is wasted; the trouble is, I don't know
which half." - popular quote generally attributed to either John Wanamaker or
William Lever.
Billboard, New York City, (2005).The ad says, "60 days of daylight for Apartment 6F."
The impact of advertising has been a matter of considerable debate and many different
claims have been made in different contexts. During debates about the banning of
cigarette advertising, a common claim from cigarette manufacturers was that cigarette
advertising does not encourage people to smoke who would not otherwise. The
(eventually successful) opponents of advertising, on the other hand, claim that advertising
does in fact increase consumption.
According to many sources, the past experience and state of mind of the person subjected
to advertising may determine the impact that advertising has. Children under the age of
four may be unable to distinguish advertising from other television programs, while the
ability to determine the truthfulness of the message may not be developed until the age of
8.
Over the past fifteen years a whole science of marketing analytics and marketing
effectiveness has been developed to determine the impact of marketing actions on
consumers, sales, profit and market share. Marketing Mix Modeling, direct response
measurement and other techniques are included in this science.
[edit] Public perception of the medium

As advertising and marketing efforts become increasingly ubiquitous in modern Western
societies, the industry has come under criticism of groups such as Adbusters via culture
jamming which criticizes the media and consumerism using advertising's own techniques.
The industry is accused of being one of the engines powering a convoluted economic
mass production system which promotes consumption. Recognizing the social impact of
advertising, Mediawatch-uk, a British special interest group, works to educate consumers
about how they can register their concerns with advertisers and regulators. It has
developed educational materials for use in schools. The award-winning book, How
Advertising Works and Why You Should Know, by former Mediawatch (a feminist
organization founded by Ann Simonton not linked to mediawatch-uk) president Shari
Graydon, provides context for these issues for young readers.
iPod advertisement wrapped around a train. Minneapolis, Minnesota, US, (2005).
Public interest groups are increasingly suggesting that access to the mental space targeted
by advertisers should be taxed, in that at the present moment that space is being freely
taken advantage of by advertisers with no compensation paid to the members of the
public who are thus being intruded upon. This kind of tax would be a Pigovian tax in that
it would act to reduce what is now increasingly seen as a public nuisance. Efforts to that
end are gathering more momentum, with Arkansas and Maine considering bills to
implement such a taxation. Florida enacted such a tax in 1987 but was forced to repeal it
after six months, as a result of a concerted effort by national commercial interests, which
withdrew planned conventions, causing major losses to the tourism industry, and
canceled advertising, causing a loss of 12 million dollars to the broadcast industry alone.
Billboard in Lund, Sweden, saying "One Night Stand?" (2005)

[edit] Negative effects of advertising
An extensively documented effect is the control and vetoing of free information by the
advertisers. Any negative information on a company or its products or operations often
results in pressures from the company to withdraw such information lines, threatening to
cut their ads. This behaviour makes the editors of the media self-censor content that
might upset their ad payers. The bigger the companies are, the bigger their relation
becomes, maximising control over a single piece of information.
Advertisers may try to minimise information about or from consumer groups, consumer-
controlled purchasing initiatives (as joint purchase systems), or consumer-controlled
quality information systems.
Another indirect effect of advertising is to modify the nature of the communication media
where it is shown. Media that get most of their revenues from publicity try to make their
medium a good place for communicating ads before anything else. The clearest example
is television, where broadcasters try to make the public stay for a long time in a mental
state that encourages spectators not to switch the channel during advertisements.
Programs that are low in mental stimulus, require light concentration and are varied best
for long sitting times. These also make for much easier emotional transition to ads, which
are occasionally more entertaining than the regular shows. A simple way to understand
objectives in television programming is to compare the content of programs paid for and
chosen by the viewer with those on channels that get their income mainly from
advertisements.
In several books, articles and videos, communication professor Sut Jhally has argued that
pervasive commercial advertising, by constantly reinforcing a bogus association between
consumption and happiness and by focusing on individual immediate needs, leads to a
squandering of resources and stands in the way of a discussion of fundamental societal
and long-term needs.
[edit] Regulation
Main article: Advertising regulation
There have been increasing efforts to protect the public interest by regulating the content
and the influence of advertising. Some examples are: the ban on television tobacco
advertising imposed in many countries, and the total ban of advertising to children under
twelve imposed by the Swedish government in 1991. Though that regulation continues in
effect for broadcasts originating within the country, it has been weakened by the
European Court of Justice, which had found that Sweden was obliged to accept foreign
programming, including those from neighboring countries or via satellite.
In Europe and elsewhere, there is a vigorous debate on whether (or how much)
advertising to children should be regulated. This debate was exacerbated by a report
released by the Kaiser Family Foundation in February 2004 which suggested that food
advertising targeting children was an important factor in the epidemic of childhood
obesity in the United States of America.
In many countries - namely New Zealand, South Africa, Canada, and many European
countries - the advertising industry operates a system of self-regulation. Advertisers,
advertising agencies and the media agree on a code of advertising standards that they
attempt to uphold. The general aim of such codes is to ensure that any advertising is
'legal, decent, honest and truthful'. Some self-regulatory organisations are funded by the
industry, but remain independent, with the intent of upholding the standards or codes
(like the Advertising Standards Authority in the UK).
Naturally, many advertisers view governmental regulation or even self-regulation as

intrusion of their freedom of speech or a necessary evil. Therefore, they employ a wide-
variety of linguistic devices to bypass regulatory laws (e.g. printing English words in
bold and French translations in fine print to deal with the Article 12 of the 1994 Toubon
Law limiting the use of English in French advertising); see Bhatia and Ritchie 2006:542.
The advertisement of controversial products such as cigarettes and condoms is subject to
government regulation in many countries. For instance, the tobacco industry is required
by law in most countries to display warnings cautioning consumers about the health
hazards of their products. Linguistic variation is often used by advertisers as a creative
device to reduce the impact of such requirements.
[edit] Future
[edit] Global advertising
Advertising has gone through five major stages of development: domestic, export,
international, multi-national, and global. For global advertisers, there are four, potentially
competing, business objectives that must be balanced when developing worldwide
advertising: building a brand while speaking with one voice, developing economies of
scale in the creative process, maximising local effectiveness of ads, and increasing the
company’s speed of implementation. Born from the evolutionary stages of global
marketing are the three primary and fundamentally different approaches to the
development of global advertising executions: exporting executions, producing local
executions, and importing ideas that travel. (Global marketing Management, 2004, pg 13-
18)
Advertising research is key to determining the success of an ad in any country or region.

The ability to identify which elements and/or moments of an ad that contributes to its
success is how economies of scale are maximised. Once one knows what works in an ad,
that idea or ideas can be imported by any other market. Market research measures, such
as Flow of Attention, Flow of Emotion and branding moments provide insight into what
is working in an ad in any country or region because the measures are based on the
visual, not verbal, elements of the ad. (Young, p.131)
[edit] Integrated marketing communication (IMC)
In practice, the goal of Integrated Marketing Communications is to create and sustain a

single look or message in all elements of a marketing campaign. “[It] permeate[s] every
planned and unplanned communication at every contact point where the customer or
prospect may receive an impression of the company.”
http://www.octgroup.com/articles/im.htm.
[edit] Other
This article may require cleanup to meet Wikipedia's quality standards.

Please improve this article if you can. (August 2007)
With the dawn of the Internet come many new advertising opportunities. Popup, Flash,
banner, advergaming, and email advertisements (the last often being a form of spam)
abound.
Each year, greater sums are paid to obtain a commercial spot during the Super Bowl,
which is by most measures considered to be the most important American football game
of the year. Companies attempt to make these commercials sufficiently entertaining so
that members of the public would actually want to watch them.
Another phenomenon is the recording of shows on DVRs (ex. TiVo). These devices
allow users to record the programs for later viewing, enabling them to fast forward
through commercials. Additionally, as more seasons of pre-recorded “Boxed Sets” are
offered for sale of Television show series; fewer people watch the shows on TV.
However, the fact that these sets are sold, means the company will receive additional
profits from the sales of these sets. To counter this effect, many advertisers have opted
for product placement on TV shows like Survivor.
Particularly since the rise of "entertaining" advertising, some people may like an
advertisement enough to wish to watch it later or show a friend. In general, the
advertising community has not yet made this easy, although some have used the Internet
to widely distribute their ads to anyone willing to see or hear them.
Another significant trend regarding future of advertising is the growing importance of

niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail,
advertisers will have an increasing ability to reach specific audiences. In the past, the
most efficient way to deliver a message was to blanket the largest mass market audience
possible. However, usage tracking, customer profiles and the growing popularity of niche
content brought about by everything from blogs to social networking sites, provide
advertisers with audiences that are smaller but much better defined, leading to ads that
are more relevant to viewers and more effective for companies' marketing products.
Among others, Comcast Spotlight is one such advertiser employing this method in their
video on demand menus. These advertisements are targeted to a specific group and can
be viewed by anyone wishing to find out more about a particular business or practice at
any time, right from their home. This causes the viewer to become proactive and actually
choose what advertisements they want to view.[8]
In freelance advertising, companies hold public competitions to create ads for their
product, the best one of which is chosen for widespread distribution with a prize given to
the winner(s). During the 2007 Super Bowl, Pepsico held such a contest for the creation
of a 30-second television ad for the Doritos brand of chips, offering a cash prize to the
winner. Chevrolet held a similar competition for their Tahoe line of SUVs. This type of
advertising, however, is still in its infancy. It may ultimately decrease the importance of
advertising agencies by creating a niche for independent freelancers.[citation needed]Embedded
advertising or in-film ad placements are happening on a larger scale now than ever
before. Films like Krrish had over a dozen placements including Lay’s, Bournvita,
Samsung, Faber Castell and Hero Honda.
[edit] See also

Advertising: Mass communication or direct-to-purchaser communication that is non-
personal and paid for by various firms, nonprofit organizations, and individuals identified
in the advertising message who hope to inform or persuade members of a particular
audience. While the general public frequently views advertising as encompassing all
forms of promotional communication, most advertising practitioners limit what they call
advertising to paid communications conveyed by a mass medium. The latter definition
distinguishes advertising from other forms of marketing communications, such as sales
promotion, public relations, and direct marketing.
Advertising principles are condition-action statements. That is, they specify what should
be done in each type of situation. Ads that follow the principles are expected to be more
persuasive.
Advertising principles can be used to: 1. Aid creativity in developing advertising

campaigns 2. Evaluate ads to determine which ad is most effective 3. Show what actions
can be taken to improve the ads
There are over 300 evidence-based principles that could possibly be used to develop
a persuasive ad. Each principle depends on the situation:
• The principles are presented by starting with strategy issues:
-information -influence -emotions -mere exposure-
• Then tactical principles are presented, divided into those that focus on:
-reducing resistance -gaining acceptance -crafting the message -attracting attention-
• Then there are principles that are specific to media, grouped as

still media: print (e.g. magazines, newspapers, flyers, billboards) motion and sound
media: TV, streaming video and radio
To learn more about persuasion through advertising as a set of evidence-based principles:

visit http://www.advertisingprinciples.com
• Armstrong, J. Scott. [1], "AdPrin".
Retrieved from "http://en.wikipedia.org/wiki/Advertising_Principles"
Interactive Advertising is the use of interactive media to promote and/or influence the
buying decisions of the consumer in an online and offline environment. Interactive
advertising can utilise media such as the Internet, interactive television, mobile devices
(WAP and SMS), as well as kiosk-based terminals.
Interactive advertising affords the marketer the ability to engage the consumer in a direct
and personal way, enabling a sophisticated and dimensional dialogue, which can affect a
potential customer's buying decisions particularly in an e-commerce environment.
Perhaps one of the most effective implementations of interactive advertising is so-called

Viral marketing. This technique uses images, texts, web links, Flash animations,
audio/video clips etc., passed from user to user chain letter-style, via email. A notable
example of this is the Subservient Chicken, a campaign by Burger King to promote their
new line of chicken sandwiches and the "Have It Your Way" campaign.
Interactive advertising is also assuming other avatars, such as online directories for
brands. These directories presently perform a complementary role to conventional
advertising, helping viewers recall and compare brands primarily seen on television.
Response is mediated usually through forms and click-to-call technologies. A good
example of this is indibiz.tv[1]that presently hosts a number of successful brands in the
Indian market.
The Internet as a Marketing tool

This brief guide discusses the Internet as a Marketing tool and how it compares to
other media. To learn more about the online marketing opportunities available on
Sympatico / MSN, Contact Us or take a look at both our Ad Products and Channels
pages.
Printer-friendly page
The rise of the Internet has been the first truly new, big opportunity for marketers in many
years, offering a wide range of marketing functions, some of which were simply unavailable in
the past.
The Internet as a Marketing tool:

When you look at the Internet as a marketing tool, many advertisers often wonder how to
effectively use it to accomplish their goals. The Internet is currently being used for a number
of marketing purposes, such as:
• Advertising company products & services (branding, direct response)
• Sales channel for new products
• Building customer loyalty with email marketing (engaging post transaction with the
customer)
• Generate leads/drive traffic online and offline
• Shortening the sales cycle by providing purchase information, where & how to buy,
what to expect to pay, etc.
• Collecting customer information (clickstream, data surveys, registration data)
• Communicating company information (brochureware)
• Performing and enhancing customer service with the potential to upsell products
How does the Internet compare to other media?
Depending on the application and the creative, Internet ads can simulate many of the benefits
of other media.
Consider the following when considering the Internet as an advertising medium:
1. Environment: What is your Creative message, desired surfing environment, content?
2. Purpose: What is the consumer there for?
3. Format: The Internet cannot be defined simply by ad types as they relate to other
media. Think of ad types according to marketing goals and not in terms of what is
possible on other media.
4. Creative: What does the ad need to do or look like? What depth of information needs
to be communicated? What emotional reaction is desired?
How to create an effective advertisement.

(Management of an Accounting Practice.)
by Granat, Jay P.
Abstract- Accounting firms are increasingly turning to print advertisement as a

marketing tool. For an ad campaign to be effective, it must be created and implemented
in accordance with basic marketing, advertising, and communications rules. The
campaign should seek to get readers' attention, interest them, make them desire to learn
more about the firm, and make them act on their desire by contacting the firm. A print
campaign will generate leads which partners and other employees will have to follow up
on. The headline is the most important part of a print ad, and the body copy of the ad
should explain the main idea the headline presents. Visual images reinforce the
effectiveness of an ad, and the tone of the ad should reflect both the clientele desired and
that of the firm itself.
While it is difficult to accurately predict the impact that a printed message is going to have on its
target audience, there is a simple formula that can help CPAs determine if their advertisements
are likely to be effective.
One of the oldest models that advertising experts rely on to assess the general appropriateness
of a print advertisement is known as A-I-D- A. This acronym, which may remind you of Verdi's
opera, stands for Attention-Interest-Desire-Action. If your message can grab the reader's
attention, create an interest in your firm, produce a desire to learn more about your services, and
compel people to "act" by attending a seminar, asking to be placed on your mailing list, or by
calling one of your partners, you have probably created an effective and persuasive message.
Advertising Objectives
While some practitioners hope that their advertisements will generate an abundance of new
clients in a short time, it is unrealistic to think that executives, professionals, and individuals with
substantial net worth will move their business to your firm solely on the basis of your print
advertisements.
However, your advertisement can inform potential clients about a number of important facts,
including your firm's areas of expertise, the quality of your staff, your affordable fees, the
seminars you offer, your monthly newsletter, your firm's victory in an important tax case, your
international capabilities, or your new computer technology that expedites audits, income tax
preparation, and financial planning.
Your advertising campaign can also highlight your relationships and collaborative efforts with
prominent business leaders, politicians, law firms, insurance companies, investment bankers, and
actuarial firms.
A Two-Step Approach
While your firm may develop some business directly from print advertisements, it is more likely
that a print campaign will generate leads and contacts, which senior partners, rainmakers, and
marketing directors will have to follow up on with personalized marketing efforts.
The Headline
The headline is the most important component of any print advertisement. Eighty percent of the
people who see your ad will only read the headline. If your first line does not stand out from all the
other pieces of communication on a printed page, and "stop the reader in his or her tracks," your
advertising dollars will have gone to waste.
Headlines that show people how to make money and save money are naturals for accounting
firms. Headlines that refer to a new tax law or a monumental tax decision also should be very
effective. Similarly, headlines that refer to a solution to ?n auditing or pension issue should catch
interest of the key financial decision makers you are trying to persuade to switch over to your firm.
Headlines that describe concrete advantages and compelling reasons to select your firm are apt
to be very powerful. In addition, headlines that show people the kinds of problems they are likely
to encounter if they don't choose the right firm can also be very, effective communication tools.
The Body Counts, Too
The body copy should expand on the main idea presented in the headline. You might include
facts, case histories, examples and detailed descriptions of the actual accounting and consulting
services that you provide to your clients.
Photographs and Illustrations
Visual images significantly increase the number of people who read your advertisement,
remember its content and your firm's name.
While many firms tend to use the traditional photographs of the partners in the firm's
headquarters, pictures that show accountants working with clients in interesting industries or at
interesting locations are apt to be more appealing and more effective. These active photographs
and illustrations convey a story to the reader.
What's Your Tone?
The tone of your advertisement should reflect the nature of your target audience as well as your
firm's personality and orientation.
For example, if you are trying to attract physicians, your message should be written the way
doctors think and speak. If your are trying to attract clients in a particular industry, use phrases,
images, and language that is germane to the businesses comprising that field. Try to let your
advertisements speak from your clients' perspective. After all, they are the people to whom you
are trying to promote your services. In brief, you want potential clients to know that you speak and
understand their language.
Since CPAs deal with serious financial and business matters, many advertisements tend to have
a straightforward, often stiff, tone. However, accountants can develop print advertisements that
sell accounting services by incorporating a bit of levity into the message's content.
You must realize that recall scores tend to be quite high for commercials and advertisements that
the reader finds entertaining. Moreover, an entertaining but dignified advertisement that is
carefully planned and well-executed may help to set your firm apart from your competition.
Slogans, Logos, Type and Layout
A unique and memorable slogan that summarizes and highlights your firm's special capabilities
can strengthen the impact of your message, increase your firm's name recognition and enhance
your firm's image. An effective slogan can also act as a powerful closer or summary statement for
your advertisement.
Likewise, a distinctive and attractive logo can help to increase your firm's name recognition and
communicate something about the personality of your firm and the nature of your corporate
environment. Some firms like to portray a traditional, highly formal image; others like to convey
the idea that their firm's culture is rather informal and somewhat more casual.
Like your slogan and logo, the type and layout that is selected for your advertisement should
reflect your firm's personality and the image you want to project to existing clients, potential
clients, your employees, and the general public. In most instances, you will want to utilize a
simple layout that is direct and to the point. A busy and chaotic layout can make people feel that
your firm is poorly organized and inefficient.
An Advertisement That Works
When advertising account executives, copywriters, or art directors see a powerful advertisement,
they often say "It works!" What they are really referring to is a communications tool that is unified,
in which all of the elements work together to convey an informative and complete message.
If your firm's advertising campaign is to be successful, you must strive to create advertisements
which form an accurate and full picture, conveying a powerful and persuasive message about
your professional services to your target audience.
How Advertising Works
There are many different ways that advertisers research and find out what products will
sell to what audiences. The way that advertisers find out this information is they go on
“cool hunts” to find out what the age group they are trying to sell to would think of the
ad. Then the companies use propaganda (jingles, slogans, and logos) to make the viewer
remember the product. Advertisers use basic models to see if the ad will hold, capture,
and convince the viewer of what they are seeing. With these tools advertisers can
essentially predict whether or not the advertisement is effective.
Advertisements play on emotions with different techniques. By looking at what children
want advertisers can aim products at specific types of kids. In the film “The Merchants of
Cool” we see “market research” these researchers and trend watchers are able to study a
group of people and survey them about what they want, who they look up to, and what
they think is cool. By figuring out these things they are better able to show us ads that we
will relate to and buy into. By targeting pleasure, satisfaction, happiness, and joy
advertisers can hit their goals close to what we emotionally want. They know our human
needs and wants which make up persuasion and they aim for it (G). By studying kids and
what kids want advertising companies can make ideal commercials, which target what
the kids in test groups have told them about what they want. Kids are paid by many large
organizations to sit and talk about what they think is cool and what they would buy.
These ideas are then put into production.
Another way that companies use children to help them with their advertising is that they
find these vital kids who set trends. Companies have these kids do what advertisers call
“viral” advertising. This is in short having kids go to their peers and verbally telling them
which products they need. Now, instead of saying “no” to the TV ad these kids have to
also stand up to their peers. There are so many ways that advertisers try to get children to
buy their products / use tools against them.
Everything that these market researchers and kids have told companies now can be used
and put into production. The other thing that advertisers have to take into consideration is
that when looking at these ads our brains go through a basic and general outline of how
they respond to what they see.
How advertising works:
• Attention- the advertisement grabs the viewer’s attention with something catchy,
it draws the viewer in to the ad. This would be something like a funny picture
somebody saying something alarming.

• Interest- it grabs the viewer’s interest and makes them think about their life, it
helps them visualize themselves with the product it creates a spark in the
consumer that makes them think about the ad deeper. This would be something
like kids playing with a toy and their friend.
• Decision- does this ad make the viewer feel anything? The viewer makes their
decision about the product. Do they think the ad is stupid or well done? Do they
want the product? Do they need the product? They make up their mind. This is
when the viewer decides if they like the product.
Action -the viewer decides if this product is going to help them or not, to buy or not
(Propaganda)?
These basic steps are how our mind reacts to ads. It is a general outline, however, in our
minds if we are ignoring these ads do not think about each ad individually or
subconsciously. Our minds don’t think out what every ad is saying and pick it apart but
our minds do go through steps to create our opinions on the product. So if advertising
companies put what they know about what kids want and what they know about how kids
will react to ads they can use different types of propaganda to make sure the ads convince
kids to buy their product.
Advertisers have many ways of creating ads to make our brains go through the four-step
process of Attention Interest  Decision  Action but there are eight main types of
propaganda, which sell products the best. These different types of approaches are used on
their own as well as together to make up the advertisements we see on TV and see in
print. There are eight types of propaganda used in the majority of advertisements. These
techniques help advertisers control our emotions about the products. These approaches
are so important to know because they are so hard to avoid, and discuss. Discussing
advertisements is one of the only ways that they will not have a large mainly negative
impact on society.
The first of these types is the bandwagon approach, the bandwagon approach
convinces people by telling them that “everybody else is doing it” (Ray) to make the
person feel like if they don’t buy the product they are somehow different from their
friends.
Another type of propaganda used is testimonial this is when a famous or
influential person sells a product or endorses it (Ray). This is like in many toothpaste
commercials where somebody stands up and says, “4 of 5 dentists recommend this
toothpaste.”
Another type is transfer this is when a famous person is next to the product but no
words from the person or thing are used to describe it (Ray). This is when the person
talking about the product is in no way connected to the product but they use their
popularity to sell the unconnected product.
The fourth type is repetition is when the products symbol or name is repeated at
least four times in the ad (Ray). This would be something like Target Company ads
where they use symbols over and over again for different products to make a pattern.
The fifth is when the ad uses words that will make a consumer feel strongly about
someone or something (Ray).

The sixth technique is what is called the name-calling technique. In these ads the
advertisement is bad mouthing its competing product, which puts a negative view into the
consumers mind (Ray). This would be an ad for paper towels or something where it
shows their product being more successful than the competitors.
Another technique is the faulty cause and effect technique; this is when the ad claims that
the product does this positive thing even if the product and claim are unrelated (Ray).
This shows two things that are completely unrelated and tries to relate the two.
The last technique is the compare and contrast one, this is when the viewer of the ad is
told that one product is better than another even when no proof is shown in the ad (Ray).
This ad doesn’t show the proof that one product is better than another it just says it and
expects the viewer to take it as a truth.
With all of these types of ads there are also direct and indirect ads. In schools for
example direct advertisements are: billboards and signs around school and its
surrounding facilities, product displays, logos on equipment and other school related
materials. These are all examples where the kid can see their logos and know that the
company is advertising to them but the real issue comes in when there are indirect forms
of advertising. Indirect forms include: personal hygiene products with companies’ names
on them that are complimentary and materials that promote views specifically expressed
by that company (Commercial Activities in Schools 98).
What Advertisements do...

Create unrealistic norms- Most ads have the same situations in them over and over again.
We see the ads with the two boys playing with the cars, trucks, and action figures. We see
the ads with the little girls quietly playing with a friend with their dolls. We see cars
driving fast racing around town. We see the soccer mom picking up the gang from soccer
practice in her new mini-van. All of these ads create norms for the kids seeing them. But
life isn’t about soccer moms and dolls for a huge chunk of the population. These ads give
kids unrealistic norms for what life is. In almost no ads do we see not at least upper-
middle class people in nice safe neighborhoods. Ads create these norms that aren’t really
the norm.
Create Stereotypes- In advertising children often see the same images or situations
repeated over and over again this creates stereotypes. Often commercials show African
Americans as sports and music stars, women as sex symbols, men as serious business
people, and everybody as either the middle or upper class (“The Culture of
Commercialism: A Critique” 28). As children get older these affects tend to get worse.
Teenage boys tend to have sexist views that come from advertising (Gunter and Furnham
30). In looking at the average magazine there are tons of ads portraying women as
objects. What needs to be done is to discuss how women are used to sell products. This is
a widespread issue that goes overseas and back home to us in America. Women sell, sex
sells, and women are used to sell sex. Is there a way to avoid this? What are the affects
that we as an economic society would face? Non-sex selling ads are very hard to make
for products like clothes, perfume, and many other things that women are a staple in
selling. Society needs to weigh the pros and cons of kids being exposed to these images
and see what it impact it would have on the economic world in America. Part of the
reason for this also is that advertisers are marketing more grown up products to a younger
age group. There have been reports of marketing padded push-up bras and high-heeled
shoes to very young kids. This changes how they view sexuality from a young age.
A stereotyping company is MTV. MTV is available in 400 million plus homes in
166 countries around the world (Haig 53). This might just seem like a statistic but the real
impact is much deeper. Music stars affect kids opinions and what they buy. This is
proven by the fact that fast food restaurants such as McDonalds have paid music stars to
put in lines about Big Macs (Childhood For Sale) MTV has five different channels that
appeal to different age, social, demographic, and other groups creating a wide audience
that they can affect (Haig 53). MTV also has such a high rate of product placement many
of their programs flow together as advertisements. This is a problem because one key
characteristic of ads is that the viewer must be able to tell the difference between an ad
and the actual programming. Most likely how they get past this is that the audience who
they claim is a higher age than who in reality actually watches their programming.
Another issue that many people see with MTV is how women and sex are
portrayed. Most music videos that MTV plays, when they do actually play music feature
half-naked women dancing around rap stars. MTV plays music videos and have
programming which is not actually suitable for younger teens, which is a main age group
of viewers. MTV also uses techniques to be that ever-changing trend-setting channel.
MTV has many sub-channels that appeal to different audiences so that they can target all
teens at once while still claiming to be different on each of these channels. All of these
sub-channels use basically the same tactics to sell their products.

Spend billions of dollars shaping where children spend their money- In America where
80% of all kids watch TV after school (Linn 131) it might be obvious that television and
advertising play a big role in our children’s lives. During these after-school hours kids
rack up their average 1,150 hours of TV each year. Within these 1,150 hours of television
1 in 5 minutes is advertising (Evra 133). This time is mostly unsupervised and kids aren’t
necessarily watching age-appropriate material. But exactly how big is advertising’s role?
The short answer is big. Advertisers admit that 50% of all advertising is wasted
(Propaganda), but since they can’t identify which exactly 50% of the ads are wasted and
ineffective for selling their product our TV’s and radios are flooded with advertisements.
They clearly are doing a good job of advertising because the American market today is so
heavily dictated by kid’s disposable incomes. These disposable incomes are spent on
everything from CD’s to clothing to toys. For the most part kids have nothing that they
need to buy so it is essentially all money that is going to go from the kids' pockets over
into the economy. While this is a generalization there are kids who spend their pocket
money (babysitting, allowance, etc) on staples. These figures are based off middle class
kids.

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!

dEa Beginning of the end

What makes a good advertisement..?

Posted November 7, 2006

The debate will go on as to whether it is the text or the pictorial representation of

2. jansenkoe on November 16th, 2006

3. Amor Rodriguez on February 23rd, 2007

Muchissimas gracias for the article.. It really heped us in devloping the

4. Murty on March 9th, 2007

5. Dawid from Poland on April 6th, 2007

this post helped me in my exam. I had a topic about Advertisement

6. mimi on August 14th, 2007

7. Cheyenne on October 1st, 2007

email ( will not be shown ) (required)

Copyright © 2006 !dEa

I recently asked people who were in marketing the following question:

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Home | Animation | Anime | Arts | AutoMobiles | Celebrities | Cool |

Creative Advertisements Around The World

 A Valuable Lesson To Be Learnt

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(18 votes, average: 4.28 out of 5)

personal finance advice said

October 16, 2006 @ 6:11 am

Jeffrey Seely said

October 16, 2006 @ 6:28 am

Very nice collection, thanks for posting.

October 16, 2006 @ 6:42 am

October 16, 2006 @ 7:10 am

St. Nicholas Magazine, December

Saturday Evening Post, 1920

[click to enlarge or read]

(Redirected from Advertisements)

Advertising is paid, one-way communication through a medium in which the sponsor is

Advertising clients are predominantly, but not exclusively, profit-generating corporations

o 12.1 Vintage archives

Public advertising on Times Square, New York City.

A recent advertising innovation is "guerrilla promotions", which involve unusual

[edit] Mobile Billboard Advertising

[edit] Product advertising

[edit] Public service advertising

Advertising, in its non-commercial guise, is a powerful educational tool capable of

Public service advertising, non-commercial advertising, public interest advertising, cause

[edit] Types of advertising

Another way to measure advertising effectiveness is known as ad tracking. This

[edit] Covert advertising

Main article: Product placement

[edit] Television commercials

Main article: Television advertisement

The TV commercial is generally considered the most effective mass-market advertising

Virtual advertisements may be inserted into regular television programming through

[edit] Newer media and advertising approaches

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based

E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is

[edit] Measuring the impact of mass advertising

[edit] Effect on memories and behaviour

[edit] Public perception of the medium

iPod advertisement wrapped around a train. Minneapolis, Minnesota, US, (2005).

Billboard in Lund, Sweden, saying "One Night Stand?" (2005)

Naturally, many advertisers view governmental regulation or even self-regulation as

Advertising research is key to determining the success of an ad in any country or region.

In practice, the goal of Integrated Marketing Communications is to create and sustain a

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