CHAPTER 1INTRODUCTIONAn Advertisement is aform of communication. Ads are anything that draws attention towards theproduct and public. Advertising is the action of calling public attention tosomething, especially by paid announcements. Advertising is communicatedthrough various mass media networks like newspaper, magazine, television,radio, new media, blogs etc. Advertising is an audio or visual form ofmarketing communication that employs an openly sponsored, non-personal messagesto promote or sell a product, service or idea.
Advertising plays a necessaryrole in the growth of economy. Advertising is increasingly invading publicspaces, such as schools, colleges, etc. Nowadays, advertisement is the toolwhich many companies and initiatives use to inform prospective customers abouttheir products and services.
Advertising has evolved into avastly complex form of communication, with literally thousands of differentways for a business to get a message to the customer. Today’s advertisershave a vast array of options at their disposal. The internet alone offers manyof these, with the start of branded viral videos, banners, advertorials,sponsored websites, branded chat rooms and so much more. Advertising plays a vitalrole in today’s society, more than it ever has before. There is not just animportance placed on objects as products, but as yourself as a product. Advertisingforms and mirrors culture. Advertisements use music from popular songs or createjingles with beats and rhythms that reflect the top hits. Commercials also usestylistic elements of blockbuster movies including camera angles, lighting andone-line puns or slogans.
The main attitude and beliefs of society are alsoreflected in ads. Customers are not always passive in receiving the messagesand goals of advertisers. In some cases, people spur a criticism against theaims of advertisers, specifically when the marketing is geared towardssusceptible children. Purveyors of unhealthy food are particularly susceptibleto societal outcry. Many concerned citizens state companies offering unhealthyfood should be regulated with regard to their advertising tactics. (FrankTrentmann 2010,)Advertising is the paid campaignthat uses strategy and messaging about the benefits of a product or service toinfluence a target audience’s attitudes and/or behaviors .Advertisements play aprominent role in shaping opinions about everything from products to politics.
A Forbes article (2012) stated: “Advertising plays the same role in your mediadiet that vegetables play in your regular diet; most of us would prefer to skipthat course and go straight to dessert. But, just like veggies, advertisingplays an important role in sustaining a body; in this case, a diverse body ofcontent.” Advertising heavily supports many organizations, including news mediaoutlets, the television industry, search engine companies, and social mediawebsites. For example, advertising contributes up to 80 percent of revenue fornewspapers and therefore is critical to maintaining the circulation of thepress (Newspaper Association of America, 2014).About a third of that figurewent to television advertisements, and another third went to digitaladvertising. With its economic and cultural function in society, theadvertising industry has an expansive reach.
HISTORY OF ADVERTISING .The history of advertising can betraced to early civilizations. It became a major force in industrial economiesin the mid-19th century, based primarily on newspapers and magazines. In the20th century, advertising grew rapidly with new technologies such as directmail, radio, TV, the internet and mobile devices.
Egyptians used papyrus tomake sales messages and wall posters. Wall or rock painting for commercialadvertising is another appearance of an ancient advertising form, which ispresent to this day in many parts of Asia, Africa, and South America. Advertising has experienced somemajor milestones – think the emergence of the printing press in the 1440s, orthe huge impact of television.Since its very first beginnings,which are thought to date back to steel carvings made by the ancient Egyptians,advertising has constantly had to adapt and change to suit new means and anincreasingly practicality audience.But there’s been one medium that’shad a bigger impact on advertising than anything before it, i.
e “The greatWorld Wide Web.”The internet has revolutionizedadvertising in the most amazing way. Not only has it changed the way ads arebroadcast, but it’s changed the way customers act towards them. Advertising hasbecome one main part of our daily lives.
We come across thousands ofadvertisement in a day. Advertisements shapes the mind sets of the people.Advertisements play an important role both in political and socio-economicalfields.HISTORY OF ADVERTISING IN PRINT ADSIn one form or another, print adshave been around since the 15th century. However, it’s the last 100 years thathave contributed most to what we now think of as the current print advertisementAdvertising both mirrors culture,and helps create it.
Just as the needs and desires of the customer changes, thestyle of the print ad evolves to accommodate these changes. Below is anexploration of the ever-evolving style of print ad design. 1910sPrint advertisements in the 1910sstill resembled the visually crowded and copy-heavy ads of the 19th century.However, we see the seeds of the current print ad being planted here: thoughthese ads rely on long body copy, the decade did manage to produce some iconicimages. 1920sThough print ads in the 1920s still trustedheavily on long bodies of copy, images begin to play a larger role. We begin tosee a better use of negative space which makes the ads appear less messy thanin previous decades.
1930sThe stock market crash of 1929 andthe subsequent Great Depression had a great impact on the advertising industry.Advertising generally slackened down and we see little change in style from the1920s.1940sPrint ads in the 1940s begin todepend more on imagery – some even avoiding block copy altogether in favor ofimages and slogans. We start seeing less and less copy and a better use ofnegative space.1960sAdvertisements such as Volkswagen’s”Think Small” ad were the first of what would later be called the’Creative Revolution’ of the 1960s and 1970s. These ads rely more on big ideasthan in earlier decades, and we begin to see the more modern style combining abalance of headline and body copy.
1980sThe ads of the 1980s are much more naivethan we have seen thus far. We now see even less copy and a focus on the femaleas the primary consumer.2000sIn the 21st century, easiness andminimalism is key. Advertisements these days are often extremely image basedwith a reliance on digital manipulation. There is commonly an nonappearance of,or very little, copy, and an employment of neat, simple ideas.
2010sThe 2010s has further comprised theminimalist use of copy, focusing to an even greater extent on high resolutionimagery to sell the message. There is a slant towards surrealist imagery, improvingstrong elements that focus more on contrasts, as well as positive and negativespaces.This platform of print advertisingshows the evolution of the medium over more than 100 years – and it has evolveda lot.
The coherence of copy and design, and the balance therein, has variedconsiderably.From the copy heavy ads of the early20th century to the progressively new and image driven ads of today, it isobvious that both the standards and the trends in print advertising areever-changing. BRANDS A brand is a name, term, design,symbol, or other feature that distinguishes an association or product from itsrivals in the eyes of the customer. Brands are used in business, marketing, and advertising.
Branding is a set of marketing and communication methods thathelp to distinguish a company or products from opponents, aiming tocreate a lasting impression in the minds of customers. The key componentsthat form a brand’s toolbox include a brand’s identity, brand communication(such as by logos and trademarks), brand awareness, brandloyalty, and various branding (brand management) strategies. Namebrands are sometimes distinguished from generic or store brands. It istherefore not just the physical features that create a brand butalso the feelings that consumers develop towards the company’s product.
This combination of physical and emotional cues is triggered when exposedto the name, the logo, the visual identity, or even the message communicated. Aproduct can be easily copied by other players in a market, but a brand willalways be unique. For example, Pepsi and Coca-Cola taste very similar, howeverfor some reason, some people feel more .Branding is the process of giving a meaningto specific products by creating and shaping a brand in consumers’ minds. It isa strategy designed by companies to help people to quickly identify theirproducts and organization, and give them a reason to choose their products overthe competition’s, by clarifying what this particular brand is and is notconnected to Coca-Cola, others to Pepsi.All the works related to a product,service, company, or person is “brand identity.
” Some of these items are thename, logo, tone, tagline, typeface, and shape that create anappeal. Brand identity is a separate category from brand image.Brand identity is the message theconsumer receives from the product, person, or thing.
The brand identity willconnect product recognition. The essential thing in branding isclarity of what is being offered, whether it is a product, service or person.Image and consistency play a huge role in branding. Branding is the big plan.It describes the expected results of a product or individual.
If a brand is therelationship, then a logo is a projection of that relationship. In other words,a logo works to point a customer back to the larger organization on the wholeand reflect the relationship that organization has with their audience.Although logos are common, they are just a single expression an organizationcan use towards this effort.
There has a growingstream of research focusing on the application of rhetorical figures inadvertising. Rhetoric is an interpretive theory that frames a message as aninterested party’s attempt to influence an audience. The sender’s theory thatframes a message as an interested party’s attempt to influence an audienceintention is understood to be manifest in the argument, the evidence, the orderof argumentation, and the style of delivery. The formal elements are selectedaccording to the sender’s expectations about how the audience will approach thegenre, the speaker, and the topic (Burke 1969; Corbett 1965)For in depthresearch I have taken 10 brands with its topmost selling product.
Another important factor is that classic rhetoric considers the whole humannature and soul as sources of persuasive appeals. Aristotle, one of the ancientand most important rhetoric theorists, named three rhetoric appeals or proofswhich can be used in order to influence other people: Ethos, pathos and logos.Ethos – ethos is an attempt to catchsomeone’s attention by using ethics or moral appeal.Pathos – is an emotional appeal tosomeone’s feelings, like fear or love. Logos –is a logical appeal thattries to persuade the reader with facts and statistics.