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Publication sends out messages to multiple receivers (buyers, consumers) and
attempts to convince people.It provides them with information about the product and
afterwards it stimulates their purchasing needs. In order to become more successful
the publication should be determined specific goals before the promotion, in order to
evaluate the effectiveness of the mean. Advertisement is able to use a variety of
means in order to fulfil its assignment (which is the recognition of the product)
depending on the goal market, the effectiveness and the cost that the company is
willing to make. The varieties of means that can be used are: television, radio, press
(newspaper and magazines) and the internet. Advertising messages can be
broadcasted using humour, sex, emotional pictures, and references to the product and
anything that would assist the consuming of the product.
It is important to mention that if we look over a volume of advertisements, we
will realise that most of them are based on coherent ideas. The image has a
fundamental role, through a picture certain products or services are presented. People
understand the product and are more influenced. Language is equally important in an
advertisement and some times is more important than the optical part, usually simple
and direct language is used in order to is attracted the attention. Some of the linguistic
characteristics that are used in an advertisement are: the repetition, the metaphor, the
exaggeration, the opposition and the rhyme. Colour is a means of communication
which causes different optical irritation and expresses various emotions. All colours
have positive and negative effects. The advertiser tries to create the right combination
of colours so that it causes positive sentiments to the consumers. The television,
additional to three common elements (voice, music sound effects) has also movement,
action and depiction. It provides higher capabilities to create a better advertisement,
despite the fact that many people believe that it is more complex and difficult, due to
the variety of factors that are included. A type of advertisement is also the playful
advertisement, which does not simply inform but also assist the promotion of product
and simultaneously amuses the viewers. The difference between advertisement and
propaganda lies in the objective that they want to achieve; propaganda tries to
convince a person about the ideas and not the product.
The company that advertises its products seeks an advertisement with the
lowest possible cost and the best results. The effectiveness of advertising messages is
difficult to be estimated due to many factors that influence it. Annually are carried out
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