Advertising refers to the marketing communication that businesses use to persuade, encourage or manipulate audiences to get them to take some sort of action. The most common desired outcome is to make a purchase or follow some other dictate of consumer behavior, although advertising for ideological and political purposes is also popular. Commercial advertisers use "branding," or associating an image or name with specific qualities in the consciousness of the consumer, while affective advertisers attempt to get people to feel a certain way or believe a certain line.
The word "advertisement" comes from the Latin word "ad vertere," which means "turn toward." Sponsors pay for the placement of advertising messages, and they appear to viewers through a variety of media, ranging from radio, television and print ads to direct mail and outdoor postings as well as websites, text messages, blogs and other sources.
Modern advertising began to appear in the 1920s, as tobacco companies created ads to promote their business. The first company to advertise in this way was Edward Bernays, the company that is thought to have founded the Madison Avenue style of advertising. The use of advertising has grown rapidly since then, with advertising spending in 2010 estimated at approximately $143 billion in the United States alone.Learn More
Advertising directs the public’s attention to a particular product or service and is intended to prompt a person to take action. It is designed to be memorable and persuasive.Full Answer >
Advertisers use a variety of persuasion techniques to convince people to buy products and services, vote for political candidates or donate to nonprofit organizations. Basic persuasive techniques employed in advertising include association, bribery, fear, explicit claims and repetition.Full Answer >
As the media grew in its ability to reach more households, the role of advertising increasingly changed into a vehicle through which Americans were introduced to all the modern conveniences available to them and the ways in which attaining them were within reach. Advertising took on the role of showing Americans all the possibilities as opposed simply to announcing prices and availabilities of necessities.Full Answer >
Bandwagon advertising refers to campaigns that attempt to convince individual consumers to purchase a product or service based on the idea that many others are purchasing it, making it tempting for the individual to do so as well too. The notion that making the suggested purchase gives the consumer a particular experience or feeling is key to the bandwagon experience. This is one of the most popular advertising techniques.Full Answer >