The Purposes of Advertising

Activity One: Effective Ads In pairs, go through your magazine and select three ads that you like. For each ad, write down three things that you think the ad does well. (You may use the handout as a guide). Be prepared to share your answers with the class.

Purposes of Advertising What purposes can you think of ‘off the top of your head?’

The 4 main purposes: To sell a product/service To highlight a cause/issue To promote a lifestyle To establish/promote a corporate image (branding)

Product Advertising By far the most common form. Most ads encourage the target audience to buy a particular product / service. However, the product being sold may not be an actual object. These ads might encourage people to: Listen to a particular radio station Go to a particular shop Use a particular insurance company Example?

Example of product advertising:

Causes/Issues Some ads seek to encourage support for causes such as charities or environmental issues. Some forms of political advertising also all into this category. Fundraising advertisements fall into this category. Example?

Example of causes advertising

Lifestyle advertising Seeks to change people’s behaviours. Seeks to highlight the negatives of certain lifestyle choices and promote positive change. Reflects key social values and attitudes (dominant ideologies) Example: anti-smoking advertisements; ‘Find thirty’ ads. Examples?

Example of lifestyle advertising

Corporate Image Advertising Often called ‘branding’ advertisements. Still sell product/service, but single ads are part of a whole branding context…the brand becomes the product. Creates a positive image of a specific organisation or ‘brand’. Benefits: Attract investors Create positive attitude towards products / services Help organisation to win support from public as a way of influencing govts to pursue policies the organisation supports.

Example of corporate image ads

Activity Two Exchange magazines with another group. Find examples of each of the above forms of advertising.