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Advertising is mass communication which is directly paid for, by the minute, the line or page area, foot, the hit or click etc. Advertising therefore can be in print, on the radio, on television, the Internet or on some kind of static display. Advertising is basically used commercially to send a message to a target group of people. An advert might attempt to persuade the target group to buy something though such a direct message (price and availability) is rare with companies preferring obscure informative or amusing styles of message designed to try to break through the noise of competing messages. The basic core purpose of paid advertising is this communication of a specific message, to inform, or persuaded a target audience. Advocates argue that commercial advertising gives consumers the information to choose. Advertising is however not only used in a commercial context. At election time political parties are heavy advertisers seeking to win votes, and charities advertise. In most markets advertising is regulated in some way or other, for example the UK has the advertising standards commission which attempts to ensure that claims made in advertising are not misleading or false. Some sectors get more regulation than others. Political billboard advertising, for example in the 2001 UK election, was not regulated as UK politicians had already excluded themselves from the censoring checks they had subjected on commercial advertisers. Advertising differs from editorial in that advertising is directly paid for by the advertiser and this is usually obvious to the recipient. Corporate sponsorship (because it is paid) can be described as a form of advertising especially where recognisable brands, or logos, or product information or a clear message is apparent. See also advertising agency, agency commission 03/08/2001 Use your browser back button or |
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