The main objective of advertising is to make us buy, to pay for a product or service. This is something that almost everyone knows.
We open parentheses.
The word “propaganda” is still often used when it is really “advertising”. Let’s get this straight. Propaganda and advertising are similar, we agree. The difference is subtle and causes confusion, which is why they are used interchangeably. When someone tells us something like “I saved a very funny advertisement to show you”, we know that they are probably referring to advertising. And when the neighbour comments, in the middle of elections, that he has thrown away all “political party advertising”
It's not the same. And there's nothing more common than hearing a neighbor complain about the amount of "propaganda in the mailbox," and in reality it's not a pamphlet from a political party or a religious entity, but rather brochures from supermarkets and neighborhood businesses.
We would like to help distinguish between them: advertising wants you to buy a product or service, and/or prefer one brand over another, and propaganda wants you to know austria mobile phone number about a movement (activist, political, social), a line of thought or ideology, a concept... and support it.
They use common means and methods to reach the population, both work on communication in depth, require dissemination, are strategic, use design... but the objective differs in terms of content and the final objective of the communication. The semantics are also usually very different.
And here comes a surefire way to distinguish them: if the message comes from a company or commercial brand, it is advertising, because companies do not advertise .
After this preamble that we wanted to share, let's go to the advertising announcements.
We close parentheses.
An advertisement is a type of communication that seeks to promote a brand, a service, a product . It is a message, usually brief and concise, designed with graphic and/or audiovisual elements, in order to impact the consumer.
It has a wide variety of formats and can be transmitted through many channels. Knowing what the primary objective is will be the starting point for its construction.
Let's look at four key features:
1. One-way : communication is transmitted in one direction (brand to consumer).
2. Promotional : highlights the service or product by focusing on a few relevant factors (price, quality, innovation, etc.).
3. Paid : you pay for its development, design, and implementation. If you don't pay, we'll call it by other names, but not advertising.
4. Customizable: but be careful, it can be customized or not (social networks allow it, but a magazine or newspaper doesn't).
From this definition, we can add others that will make the advertisement a more or less effective tool: creativity, complexity or simplicity, originality, means used, etc.
In general, advertising has three functions: to inform, to persuade and to remind .
1. Informative advertising: its objective is to provide accurate information about a product or service, about an existing or newly launched brand.
It is used to increase the consumer's level of knowledge about an existing product, giving them more information about it to create a climate of trust and transparency.
Also to "educate the customer" about the benefits or virtues of a product (new or not). In the pharmaceutical or food industry, this is very common.