Advertising is a form of communication that typically attempts to
persuade potential customers to purchase or to consume more of a
particular brand of product or service than competing brands or services –
or if the advertising in not on behalf of a brand but for instance a public
service – to change their behaviour.
Modern advertising developed with the rise of mass production in the late
19th and early 20th centuries and has now developed as an essential part
of influencing behaviour – across a wide spectrum of interest groups.
Many advertisements are designed to generate increased consumption of
those products and services through the creation and reinvention of a
“brand image" . For these purposes, advertisements sometimes embed
their persuasive message with factual information. Every major medium is
used to deliver these messages, including television, radio, cinema,
magazines, newspapers, video games, the internet, direct mail,
billboards, outdoor posters and sponsorship (the list is getting longer as
new media are developed).
Advertising is often placed in these media by an advertising agency acting
on behalf of the client company or other organization, therefore they are
acting as agents.
Organizations that frequently spend large sums of money on advertising
that sells what is not, strictly...
...Decoding an Advertising Campaign
In this following essay I will be discussing and analysing the advertisement
campaign of Rhonda and Ketut created by AAMI car insurance. I will go over
the strengths and weaknesses involved, the use of propaganda and further
advertising and it’s benefits.
In 2011 AAMI launched a campaign which would soon become one of
Australia’s most loveable story lines. AAMI decided to take a different approach
when releasing this campaign, as it needed to be something Australians can be
entertained by, relate to and can contribute and remember for 52 weeks of the
year. The aim of the campaign was to stand out from all the other Australian
insurance companies. Each insurance company are all competing for the same
customers, however they all offer the same thing. Therefore consumers are left
confused when deciding to stay or change brands. However, AAMI have
recognised those customers who do not make insurance claims and have safer
driving record and therefore have developed the Safe Driver Rewards. Which
rewards safe drivers who do not claim on their insurance and gives them a
15% discount off their insurance as well as other benefits. In order to
differentiate themselves AAMI created the Rhonda and Ketut campaign which
follows the love story of Rhonda and Ketut and how Rhonda was able to afford
a luxurious holiday thanks to how much she has saved while being with AAMI.
The campaign has continued for over 3 years...
...make enough money and the RE60 would, with its high fuel efficiency and low-maintenance costs will offer a more viable option.
Women who are working would want to buy a car of their own so I would want to target them.
People living in the city
30% media weightage
Programs on selected general entertainment channels and a special measure of channels like star plus, star world as many women watch serials on these channels
Also tie up with news channel for car
30% media weightage
Advertisements in the weekly supplements of the newspaper
Magazines , women magazines
20% media weightage
Online advertising on car review websites
Search engine optimization (SEO)
Ads on leading forums , autocar, carsforum.com, team-bhp.com
10% media weightage
Tie ups with outlets
Posters in Malls
Innovate on consumer connect initiatives for a high impact launch
Using online (social medias) to share the trip stories of the existing users with the prospect customers
Launch during the festive season
Marketing Onion Model of Quadricycle
...PolysemyPolysemy comes from Neo-Latin polysemia, which comes from Greek polusemous [poly- (many) + sema (sign)] giving us a linguistic term, "having many meanings" or multiple meanings.
Most of lex. items in English are polysemantic.
- family - She lost both of her parents.
- parent - Envy is the parent of all evils.
My family comes from Scotland.
The cat family includes lions & tigers. (семейство кошачьих)
A family of languages, etc.
There are monosemantic words:
Ex.: a lorry, a loudspeaker
Different meanings of one & the same word are closely interrelated.
Polysemy is a result of:
1. Shifts in application (сдвиг в употреблении) Ex.: adj. red: red ink (is really red), red hair, red deer, red cabbage, red Indian
2. Specialization: Ex.: partner
Basic meaning; a type of relationship between 2 or more people.
- business partner
- marriage partner
- partner in crime
3. Metaphorical extension (a fundamental feature of any language) Ex.: leaf of a tree – leaf of a book,
hands of a person – hands of a clock
Polysemy has been complicated by the tendency of words to pick up the meanings from other dialects, languages & slang.
BrE – one who acts under the direction of somebody – исполнитель
AmE – a manager
now: AmE meaning is more widely used.
New & old meanings become interrelated, form a hierarchy.
They have some common semantic features,...
...being attempted in the modern times such as personal canvassing, advertising through media, television, e mail and in the web sites to attract the attention of all sorts of consumers both existing and the prospective.
The effective marketing communication is evaluated by all sorts of persons such as the external stakeholder who include the consumers and the commercial who propagates about the product. The internal stake holders are the employees and management team who also speak for the products of the establishment.
Main reasons for selecting the proper Advertising agency
The reason and purpose of advertising is to present the message about the product and the goodness of the same and how it is going to help and serve the consumers at a reasonable cost in the required time with quality and with the specifications they desire (Scammon and Mayer, 1995). The message to be seen heard and felt by the consumers of all walks of life and takes decision to go for the product. The formats employed for advertising are radio, television, news bulletins, e mails, websites, handbills, posters, banners oral canvassing and so on. The agency which is capable of availing all these avenues in a fitting and profitable manner and has gained experience in this line will have to be entrusted for giving the required publicity for the product and service in a proper manner and regular phase. Finding an advertising agency...
...Question - “Advertising is a nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media." Explain.
Meaning of Advertising - Advertising is an activity of attracting public attention to a product, service, or business as by paid announcements in the print, broadcast, or electronic media.
Definition of Advertising - "Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media." Now let's take this statement apart and see what it means.
Basically sales is done either personally or non-personally. Personal selling requires the seller and buyer to get together. Personal selling has its on advantages and disadvantages. Whereas advertising is non-personal selling. Personal selling has many advantages over advertising like direct communication, bargaining, enough time to discuss in detail about the product, seller can easily locate potential buyer. Advertising has none of the advantages of personal selling, very little time to present sales message, message is cannot be changed easily.
But, advertising has its own advantages which is not found in personal selling:...
...Polysemy. Semantic Structure of the Word
The semantic structure of the word does not present an indissoluble unity (that is, actually, why it is referred to as "structure"), nor does it necessarily stand for one concept. It is generally known that most words convey several concepts and thus possess the corresponding number of meanings. A word having several meanings is called polysemantic, and the ability of words to have more than one meaning is described by the term polysemy.
Two somewhat naive but frequently asked questions may arise in connection with polysemy:
1. Is polysemy an anomaly or a general rule in English vocabulary?
2. Is polysemy an advantage or a disadvantage so far as the process of communication is concerned?
Let us deal with both these questions together.
Polysemy is certainly not an anomaly. Most English words are polysemantic. It should be noted that the wealth of expressive resources of a language largely depends on the degree to which polysemy has developed in the language. Sometimes people who are not very well informed in linguistic matters claim that a language is lacking in words if the need arises for the same word to be applied to several different phenomena. In actual fact, it is exactly the opposite: if each word is found to be capable of conveying, let us say, at least two concepts instead of one, the expressive potential of the...
In the recent years, shaping body seems to be increasingly popular to people who are busy working or studying and have no time to go to the gym. Due to the fast pace of life, obesity tends to be an alarming problem. According to the research carried out by Ogden et al. in 2006, there are more than 60% adults in America were considered overweight or obese (cited in Neighbors & Sobal, 2007). Therefore keeping fit is being more and more concerned, advertisements about fitness centres and gyms are turning up in high frequency on the Internet and in our everyday life. It is necessary to interpret relevant advertisings correctly. The following advert will be analysed in this paper.
This advertising of Companhia Ahletica, which is a fitness planning company of Brazil, is consists of two parts. It puts two pictures into comparison, which are in similar surroundings. Looking at the ground being covered with sands and stones, and the settings of white fences, garden arts, water pipe and pouring kettle, along with those two women wearing pink blouse and denim overalls with a pair of pruning shears in their hands, it feels like in a garden, but the background is a green wall, which makes it feels like indoor. However, these two images are obviously different. One of the differences between them is that the one on the left is mainly occupied with a large elephant garden art which is surrounded by small fences, while...