NGHIÊN cứu SO SÁNH GIỮA NGÔN NGỮ QUẢNG cáo TRUYỀN HÌNH TIẾNG ANH và TIẾNG VIỆT

Nowadays, under the influence of the explosive growth of products and services production, business and enterprises are under great pressure of highly competitive business environment. Simultaneously, the development speed of mass media is significant. By the way, manufacturers and services providers make the most of mass media at the aim of competing with other opponents in terms of introducing and advertising their products and services to customers and clients. It can be clearly seen as advertisement.

Nowadays, under the influence of the explosive growth of products and services production, business and enterprises are under great pressure of highly competitive business environment Simultaneously, the development speed of mass media is significant By the way, manufacturers and services providers make the most of mass media at the aim of competing with other opponents in terms of introducing and advertising their products and services to customers and clients It can be clearly seen

as advertisement

TABLE OF CONTENTS

ACCEPTANCE PAGE………

ACKNOWLEDGEMENT……… i

ABSTRACT………ii

TABLE OF CONTENTS……… iii

LIST OF ABBREVIATIONS vi

Ad: Advertisement vi

Ads: Advertisements vi

TV: Television vi

vi

CHAPTER I: INTRODUCTION 1

Rationale 1

3 Research questions 2

4 Methods of the study 3

3

.3

CHAPTER 2: LITERATURE REVIEW 4

2.1 An overview of advetising and TV brand advertising 4

2.1.1 Definition of advertising 4

2.1.2 The Principle of Advertisement 6

2.1.3 Types of advertising 7

2.1.4 Impacts of advertising 12

2.1.4.1 Economic impacts 12

2.1.4.2 Social impacts 16

2.1.4.3 Political impacts 18

2.1.5 Classification of advertising 19

2.1.5.1 Function-based classification 19

2.1.5.2 Region-based Classification 20

2.1.5.3 Targeted market-based classification 21

2.1.5.4 Company demand-based classification 22

2.1.5.5 Desired responses-based classification 23

2.1.5.6 Media-based classification 23

2.2 Definition of TV brand advertising 24

2.3 The use of Vietnamese and English language in TV advertising and its efficiency 25

2.3.1 Weaknesses of using aspects of languages in TV Ads 25

2.3.1.1 Lengthiness and unimpressiveness 25

2.3.1.2 Culturedness – aestheticism 27

2.3.1.3 Copy, hackneyed cliché 27

2.3.1.4 Overuse of exaggeration 28

CHAPTER 3: RESEARCH METHODOLOGY 30

3.1 Introduction 30

3.2 Research method 30

3.3 Selection of subject: 31

3.4 Procedures of data collection 32

3.5 Procedures of data analysis 34

3.6 Summary 35

CHAPTER 4: RESULTS AND FINDINGS 35

4.1 Introduction 35

4.2.1 Comparison between strengths and weaknesses of English and Vietnamese TV Ads 36

4.2.1.1 Lengthiness and impressiveness 36

4.2.1.2 Culturedness and aestheticism 38

4.2.2 Remaining Weaknesses of both languages TV Ads 40

4.2.2.1 Hackneyed cliché 40

4.2.2.2 Overuse of exaggeration 40

CHAPTER 5: CONCLUSION 42

5.1 Summary 42

5.2 Limitations 42

5.3 Suggestions for further research 43

REFERENCES……… 44

LIST OF ABBREVIATIONS

Ad: Advertisement

Ads: Advertisements

TV: Television

CHAPTER I: INTRODUCTION

Rationale

In a world full of products and services, customers and clients are overwhelmed with advertisements in which the implicit purposes by producers are represented with a view to persuade more people to pay for their products and services One of major and popular types of advertisement that attracts statistically the largest number of audiences as well as brings back the best effectiveness of all

is TV brand advertising Thanks to TV brand advertising, consumers and clients can easily take the necessary information about products and services and decide to choose what to pay for Conversely, producers can introduce their products and services to consumers and clients, by that they persuade customers and clients to use their products and services Undoubtedly, TV brand advertising has a two-way efficiency Therefore, it must certainly contain secrets

For that reason, linguistically, this study is going to partly “reveal” that secret

by analyzing language used in TV ad As the maker of this study is a English language learner, so the study will focus on English and Vietnamese Through analyzing “secrets” of TV advertising language of the two languages, the study will make comparison between the two so that readers can have a better understanding

of this document

1 Aims of the study

The study deals with the employment of languages in TV advertising This

work is going to approach good and not good aspects, what advertisers achieved and not achieved through using language in advertising It will exploit directly advertising language in Vietnamese and English To find out the comparison and

contrast, the success and failure in advertising language, research will be done as following:

(i) Qualitatively identifying the characteristics of languages applied in TV advertising and to what extent it brings back success to the producers

(ii) Investigating the success and failure of language use in advertisement This task will be done by analyzing samples advertisement collected from the language respect

(iii) Drawing conclusion and giving some recommendation for choice of

language use in advertisement for kinds of products and services

2 Significance of the study

This research, together with other researches of the similar topics, is designed with a view to partly contribute to the better use of language in advertising That is

to say, this research will, to a certain extent, help advertisers recognize their faults, mistakes, shortcomings in their own designed advertisements

Besides, the research result also contributes to the academic knowledge of languages (English and Vietnamese) in terms of comparison between strengths and weaknesses of each language)

3 Research questions

Dealing with similarities and differences in the characteristics of the two languages in advertising, the study is not aiming at giving a full answer which covers all the matter in TV brand advertisement language It is because that here is just a student study, and then its scope must not “go to far” Basing on what searched and experienced, the maker of this study should like to go to find out the answers for two big questions, which has been established as the focus of the study:

1 What are the comparison and contrast between English and Vietnamese TV Ads?

2 What are strengths (or weaknesses, if any) of the language use in TV brand advertising in both languages?

4 Methods of the study

•Subjects of the study: subjects of the study include 58 Vietnamese TV Ads and 50

English ones

•Data collection instruments: for the sake of variety of samples, TV Ads are

collected from as many sources as possible Mainly, they are taken from: TV channels, Internet, online websites, foreign and abroad mates, previous studies, friends, teachers, experienced people in TV Ads field and my own experience

CHAPTER 2: LITERATURE REVIEW

2.1 An overview of advetising and TV brand advertising

2.1.1 Definition of advertising

There are many definition of advertising, such as:

“The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media” (Arens, Wei gold, Arens 2010)

“Any paid form of non-personal communication about an organization, product, services, or idea from an identified sponsor” (Blech & Blech 1998)

“Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience” (Wells, Burnett, & Moriaty 1998)

“The element of the marketing communication mix that is non personal paid for an identified sponsor, & disseminated through channels of mass communication to promote the adoption of goods, services, person or ideas” (Bearden, Ingram, & Laforge 1998)

“An informative or persuasive message carried by a non personal medium & paid for by an identified sponsor whose organization or product is identified in some way” (Zikmund & D'amico 1999)

“Impersonal; one way communication about a product or organization that is paid

by a marketer” (Lamb, Hair & Mc.Daniel 2000)

“Advertising is any paid form of non personal presentation and promotion ideas, goods or services, by an identified sponsor” – A.M.A (American Marketing Association) defined

As recorded in scientific document, ancient Egyptians were the first people who used advertisement It was an Egyptian man in Thebes town who attached a

Nowadays, as the fast growth of production, advertisement is more and more

popular and developed According to the website Wikipedia.com, “advertising is a

form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.”

It has 6 major characteristics as follow:

+ Advertisement is the communication media which must pay a fee to be broadcast

+ The fee payer is an identified agent (person, organization, group, etc)

+ The advertisement content differs the products, which are being advertised, from others Main purpose of advertisement is to persuade customers and clients to buy

or use products or services

+ it is conveyed to people in various media means

+ It approaches to a major part of potential customers

+ It is a collective media act

Advertisement is categorized into 9 main kinds including: brand advertising, local advertising, political advertising, directory advertising, direct-respond

advertising, business-to-business advertising, institution advertising, public service advertising and interact advertising.

There are several means of advertising including 4 main popular means which are TV, Press, Internet and Radio Others are less popular and used like advertisement on vehicle (buses), leaflets, affiche, package of products or post-office (sending letters to households)

2.1.2 The Principle of Advertisement

Advertisement is an encapsulated communication about a product (good/services), a clearly designed, concise, aesthetically appealing and content-wise accurate communiqué intended to effectively persuade the target audience(viewers/listeners/readers) to arrive at a decision as desired by the advertiser often concerning the product (goods/service) Usually the aim of an advertisement is to increase the sales of a product introduced into the market The advertisement will speak about the salient features of the product on offer and the benefit the customer/consumer can derive out of the product It can also educate the target audience about the various other details such as the products cost, availability, usage modalities, problems that may arise whiles using it and the probable solutions to those problems etc

Advertisement also is used to inform a mass of audience about various socially relevant factors such as employment, upcoming events, contests or elections or a host of other such events Now newer media of advertisements are emerging and growing Internet based media like social networks, web portals, trade portals etc are some of those Marketing managers conceptualise special event simply to coercively communicate product related sales communications Normally the advertisements are prepared in such a way that they attract the attention of the intended parties easily Thoughtfully constructed copy (words/diction of an advertisement), interesting visual or pictures, attractive

colours and designs, a uniquely arrived at theme, the central steam of thought, etc arouse interest of the customers, and help to retain the interest Persuasive elements

of the advertisement drive the customers towards a strong desire to possess the product This finally leads them toward buying or possessing the product Professional managers don’t construe this as the final point in advertising They proceed for an extra mile to ensure the initial trial becomes a success and ensures repeated clientele

2.1.3 Types of advertising

Virtually any medium can be used for advertising Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web pop-ups, sky-writing, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo jets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section

of streaming audio and video, posters, and the backs of event tickets and supermarket receipts Any place an "identified" sponsor pays to deliver their message through a medium is advertising

Television advertising / Music in advertising

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events The annual Super Bowlfootball game in the United States is known as the most prominent advertising event on television The average cost of a single thirty-second TV spot

during this game has reached US$3.5 million (as of 2012) The majority of television commercials feature a song or jingle that listeners soon relate to the product Virtual advertisements may be inserted into regular television programming through computer graphics It is typically inserted into otherwise blank backdrop or used to replace local billboards that are not relevant to the remote broadcast audience More controversially, virtual billboards may be inserted into the background where none exist in real-life This technique is especially used in televised sporting events Virtual product placement is also possible

Infomercials

An infomercial is a long-format television commercial, typically five minutes

or longer The word "infomercial" is a portmanteau of the words "information" &

"commercial" The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals

Radio advertising

Radio advertising is a form of advertising via the medium of radio Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device Airtime is purchased from

a station or network in exchange for airing the commercials While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage Radio is an expanding medium that can be found not only on air, but also online According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S population

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers Online ads are delivered by an ad server Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including-mail spam

Product placements

Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front Blade Runner includes some of the most obvious product placement; the whole film stops

to show a Coca-Cola billboard

Press advertising

Press advertising describes advertising in a printed medium such as

a newspaper, magazine, or trade journal This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service Another form

of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper

Mobile billboard advertising

Mobile billboards are generally vehicle mounted billboards or digital screens These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes The billboards are often lighted; some being backlit, and others employing spotlights Some billboard displays are

static, while others change; for example, continuously or periodically rotating among a set of advertisements Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies.

In-store advertising

In-store advertising is any advertisement placed in a retail store It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POP—Point Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays

Coffee cup advertising

Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop This form of advertising was first popularized in Australia, and has begun growing in popularity

in the United States, India, and parts of the Middle East

Street advertising

This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces

Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or

products Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products The use of celebrities to endorse a brand can have its downsides, however One mistake by a celebrity can be detrimental to the public relations of a brand For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana.

2.1.4 Impacts of advertising

As can be easily seen, it is not difficult for people to approach to information these days Therefore, there are lots of ways for them to do that Some typical ones are TV, newspaper, magazines, Internets or even leaflets By those ways, information of products and services are sent to customers and clients Advertisements are designed to convey ideas and intention of “sellers” to “buyers” Advertisements must show people good points of the products and/or services which is being advertised That is the reason why it must influence buyers’ psychology to persuade them that their choice is the best The following session will analyze impacts of advertisements on distinct respects

2.1.4.1 Economic impacts

The first and foremost benefit of TV Ads that can be easily seen is the funding for media All sorts of advertisement took a huge budget from manufacturers and services’ providers The expense for advertising products and services takes a large

proportion in the production line Especially, because of its effectiveness, TV Ad is being considered the most expensive advertising form of all We can refer to a HTV TV Ad price list 2011 to see the high price of TV Ads:

PRICE LIST OF TV Ads2011

7A9TG-Sau HH, Trước ending

Thế giới mẹ và bé (T7) 5 9 1509g20 - 09g

Sau HH, giữa, sau CT

Phim Việt Nam - 45' (T2

-T6)

5 9 1509g30 - 11g

00

7A10DA 7A10DA-G,7A10DA-

50

7A11P 7A11P-G, 7A11P-S

Sau HH, giữa, sau CT

Phim Việt Nam - 45' (T2

-6)

5 9 1511g00 - 11g

30

7A12 7A12-S

Sau HH, Trước ending

Vui khúc đồng dao (T7) 5 9 1511g35 - 11g

50

7A13NC 7A13NC-S

Sau HH, Trước ending

Nuôi con khỏe (T7) 5 9 1511g50 - 12g

7B1 7B1-S

Sau HH, sau CT

Phim nước ngoài - 45' (T2-T7) 6 12 207B

Sau HH, sau CT

Phim Việt Nam - 45' (T2-T7) Phim Ca nhạc VN - 45' (CN)

6 12 207B

Sau HH, sau CT

Phim nước ngoài - 45' (T2-CN) 6 12 207B

Sau HH, Sau CT

18g00 - 18g

10

7B9-

Sau HH, sau CT

Muôn mặt chuyện nghề (T2)Nhật ký không độ (T3)Gạch nối yêu thương (T4)Chắp cánh tương lai (T5)Nét đẹp Việt (T6)

6 12 20

18g40 - 18g

50

7B10GN 7B10GN-S

Sau HH, sau CT

Góc nhìn tuổi thơ (T6) 6 12 2018g50 - 18g

55

7B10TT 7B10TT-S

Sau HH, sau CT

Những điều trông thấy (T5) 6 12 2018g50 - 18g

57

7B10NV 7B10NV-S

Sau HH, sau CT

Người Việt hàng Việt(T2,3,6,CN) 6 12 2018g53 - 18g

7D1KM-S

Trước ending

10 21 3519g00 - 19g

30

7D1CN Sau HH Chuyện nhỏ (T

5)

9 18 307D1CN

-G,

Giữa, sau CT

10 21 3519g00 - 19g 7D1SQ Sau HH Siêu quậy Tí hon (T 9 18 30

7D1SQ-G,

Giữa, sau CT

10 21 3519g30 - 19g

45

7D2BA, 7D2VN, 7D2VH

7D2NS, 7D2OC,

Sau HH Biếng ăn không phải chuyện n

hỏ (T2)Những người bạn vui nhộn (T3,T5)

Vui học Tiếng Anh (T

9 18 30

7D2BA-S, 7D2VN-S, 7D2VH-S

Trước ending

Sau HH, trước endi

Câu chuyện ước mơ (T2)

14 27 4521g00 - 21g

30

7T2MN 7T2MN-G

Sau HH, giữa

Muôn nẻo đường đời (T2 tuần 1,3)

14 27 457T2MN

-S

Trước ending

12 24 4021g30 - 22g

00

7T2CT 7T2CT-G

Sau HH, giữa

Chúng tôi muốn biết (21g30 T2 tuần 1,3

14 27 457T2CT-

S

Trước ending

12 24 4020g30 - 22g

00

7T2AV 7T2AV-S

Sau HH,trước endi

THTT Album vàng (T2 tuần 2) 15 30 507T2AV-

G1/2

Giữa P1/

2

18 36 6020g30 - 22g

00

7T2HN 7T2HN-S

Sau HH,trước endi

THTT Hòa nhịp bạn trẻ 15 30 50

economy by stimulating demand and supply as well as promoting the sale of goods and services Additionally, the stimulation of demand pulls the production or supply

up, that is to say, it helps society produce more goods and services to fulfill the needs

By the way, those earn profits and enrich the whole economy in general Moreover, the expansion of production created by advertisement also requires more employment and creates more jobs By the way, it contributes to drop the unemployment rate and lessen social evils Besides, the effectiveness of advertisement also enhances the competitiveness amongst business leading to lowering price and raising quality of products and services As a result, that benefits consumers and clients and then the whole economy

Additionally, advertising is considered the connection between consumers and producers, clients and services providers People are informed of information and functions of what they are purchasing It is totally much more convenient for customers to choose amongst products and services Consequently, the competition of businesses becomes cutthroat than ever By the way, to satisfy customers’ demand, products’ and services’ quality must be enhanced Simultaneously, the prices must be cut down In other words, quality rises and price falls as well Therefore, it is undeniable that to a certain extent, advertising stimulates production and regulates the whole economy through intervention into price and quality of goods and services It raises the competitiveness among enterprises and brings benefits to consumers

2.1.4.2 Social impacts

“There are two sides to everything A right one and a wrong one” (Dirty Greek)

Advertisement is no exception Regarding social impacts of advertisements, we can categorize it into negative and positive sides

As the development of advertising technology is growing faster day by day, people are overwhelmed by more and more various kinds of advertisements which are

abundant in terms of both contents and forms In a research by Cohen, he concluded that in America, by the time you get twenty – one years old, you have been already received between one and two million messages through advertisements Though there

is no statistic for TV ads, we all know that most of those are TV ones What does this number tell us? It tells us that during a person’s life, he or she has been being formed vision, updated trend through advertising channels By the way, advertisement unostentatiously reflected and shaped the social trend Also, it contributes to identify the social identity by cultural belief and values included in advertisements Advertisements may contain images, sounds which symbolize national icons Consequently, those are advertising not just goods or services but nation’s cultures, characteristics, make their identity well-known to other cultures, to the whole world Moreover, advertisement plays an educational role to public, too Advertisers state that customers are “capable enough to set their mind and no one can force them to buy anything which they dislike or which they think is not a necessity” (Maaz Iqbal) Then, advertisement is educator in the sense that it helps people to know what to buy as well

as not to buy according to their needs and on ground of products’ characteristics or functions They also know what “goods” to buy and vice versa

However, due to today’s fast pace of growth, advertisements are sometimes in the situation of “too fast, too furious” Advertisers put upon gender attraction to increase the number of viewers of their advertisements In other words, there are more and more sexy, foxy images or sensitive words appeared in advertisements these days It is easily understandable that the ultimate purpose of advertisement is to fascinate people

by all the effects within the advertisements from sounds, images to words Hence, advertisers must apply all techniques as much as possible to enhance their products’ quality Nevertheless, the abuse of sensitive elements with a view to fulfill the requirements of “Ad hominem” is clearly having bad impacts on society In most cases, women are exposed as a “tool” for appealing viewers in advertisements Beautiful women, especially the ones with well-proportioned body and a beautiful

face, wearing slinky or scanty clothes or sometimes bikini, frequently appear on TV ads Even if the products being advertised have no relation to such images, sounds or words Here rises the matter of ethics, culture and humanity also

2.1.4.3 Political impacts

Politics is not out of the sphere of influence of TV Ads It can be stated that, TV Ads has been nowadays not limited in advertising only products and services but also human The most visible thing that connects TV Ads and human is the political canvass Especially in the United States, in each presidential term, candidates are to

“advertise” themselves through TV channels for more support from people It is estimated that $467 million was spent on election campaigns and that amount of expenditure placed political spending in the rank of the country’s third top advertisers that year (Cohen, 2005)

Evidently, advertising is an effective medium for candidates to convey their necessary personal information and messages to people It contributes to the success of

a politician in his career by improving his or her influences, important and keeping a good image in people’s eyes Especially, it is undeniable the necessary, importance and effectiveness of TV Ads in operating national and state office because it can be broadcasted to a large number of people in a very tiny amount of time

Besides, through TV channels, candidates are able to respond to people as well as

to their opponent in elections They can “borrow” TV channels for expressing their ambition, declaration, commitments and their ability as well Conversely, TV channels help people to give wiser choice of brilliantly deserved candidates who will lead them the better way

In short, TV advertising plays a very important role in daily life It touches every aspect of life

2.1.5 Classification of advertising.

Advertising is the paid, non-personal communication of information about products or ideas by an identified sponsor through the mass media in an effort to manipulate customer behavior Advertising is non-personal because it's a fantasy created by a computer that selects one part of the target audience It communicates information about products or ideas

Advertising can be classified on the basis of Function, Region, Target Market,

Company demand, Desired response and Media

(http://wikieducator.org/CONCEPT_OF_ADVERTISING)

2.1.5.1 Function-based classification

Advertising performs some functions such as:

+ It can inform the customers about a product, service, or idea

+ It can persuade the consumers to buy products, services, and ideas

+ It can remove cognitive dissonance from the minds of the customers to reinforce the feeling that they have bought the best product, service, or idea and their decision is right

+ It can remind existing customers about the presence of the product, service, or idea

in the market till now

+ It can dissuade the public at large from buying certain products or services that are harmful for them

Let us discuss some important types of advertising based on the functional aspect of advertising.

Informative advertising: This type of advertising informs the customers about the

products, services, or ideas of the firm or organization Examples: Vishal Megamart is offering 2 kg sugar for every Rs 1,000/- purchase every day

Persuasive advertising: This type of advertising persuades or motivates the

prospective buyers to take quick actions to buy the products or services of the firm Example: “Buy one, get one free”

Reminder advertising: This genre of advertising reminds the existing customers to

become medium or heavy users of the products or services of the firm that have been purchased by them at least once This type of advertising exercise helps in keeping the brand name and uses of the products in the minds of the existing customers

Negative advertising: This type of advertising dissuades target audience from

purchasing such products and services which would not only harm them but also the society in general Examples: Advertisements of various civic authorities against alcohol, tobacco, and narcotics

2.1.5.2 Region-based Classification

We can also classify advertising according to the region

Global advertising: It is executed by a firm in its global market niches Reputed

global magazines like Time, Far Eastern Economic Review, Span, Fortune, Futurist, Popular Science Cable TV channels are also used to advertise the products throughout the world Supermodels and cinema stars are used to promote high-end products Examples: Sony, Philips, Pepsi, Coca Cola, etc