Untitled

12 advertisements, format of
surrounded by symbols of luxury in a foreign
setting envy them to the point of wishing to
exchange places with them and, in their desire,
create self-envy. This technique is frequently
employed in hotel and resort publicity.
See also: promotion, place
GRAHAM M.S. DANN, UK
advertisements, format of
In tourism marketing, format relates principally to
the positioning, size, shape, content and structure
of advertisements appearing in newspapers and
brochures. Of these considerations, structure has
received the most attention, focusing as it does on
the appellative function of language and the
general AIDA format of advertising �capture
attention, maintain interest, create desire and get
action).
advertising
GRAHAM M.S. DANN, UK
Advertising is commercial or paid communication
using one or more media other than personal
selling, face-to-face meetings of salespersons and
customers. Media used to transmit advertising
include broadcast �such as television, radio, and
movie theatre commercials), print �newspaper and
magazine advertisements, catalogues, information
guides or brochures, and direct mail literature),
electronic �computer websites and telephone marketing),
signs �in-store displays, outdoor billboards),
and speciality advertising �brand names/symbols
on merchandise, premiums or free merchandise,
sky-writing and ads on blimps). Among other
objectives, advertising is used to gain customer
awareness of a product, service, brand or idea;
to increase customer knowledge about how to go
about buying and using the product or service; to
generate a positive image, as well as positive
attitudes and preferences for buying the product or
service, among customers; and to cause purchases
of the same during the current time period and in
the future by new and repeat customers �see also
marketing).
Tourism advertising may be categorised into five
types: image advertising only, image advertising
with a linkage-advertising offer, offers focused on
linkage-advertising, linkage-advertising materials,
and direct-response advertising. Image advertising
is advertising that attempts to build a three-way
association among the behaviour being advertised,
one or more benefits and target market customers.
Image advertising usually includes both an illustration
and ad copy to gain comprehension and
acceptance of the three-way association: the image.
Image advertising includes the headline and some
of the copy of a magazine advertisement promoting,
for example, leisure travel to Cyprus:
800 bc. What is Aphrodite doing in Cyprus?
Loving it. On the Island of Cyprus, the Goddess
of Seduction is said to have emerged from the
waves at Aphrodite's rock. Her passion was
shared with many others, including Cleopatra
and Leonardo da Vinci. Now you can share it,
too! Fly back nine millennia to a land of
sunshine, Greek temples, Roman amphitheatres,
and some of the best hotels and food in the
Mediterranean.
The above quote is actually the contents of two
full-colour photographs �published in Conde Nast
Traveler in March 1997) included in this one-third
page ad. One shows Àphrodite's rock', and the
other a tourist in a bathing suit on the beach facing
the rock. A primary objective of such an image ad
is to cause automatic retrieval from memory of the
three-way association ad promoting Cyprus as a
leisure destination.
After being exposed to this image message,
might Cyprus be retrieved automatically when
next time one hears or reads the name Àphrodite'?
Building such automatic retrievals is a major
objective of image advertising. Achieving automatic
retrieval of a brand's name when thinking
about another object or a benefit causes the brand
to be more available for thinking. Because a brand
is more likely to be purchased if a customer is
thinking about the brand versus brands not being
thought about, increases in availability in customers'
minds are often goals of advertisers �see
branding; product positioning).