La publicité (document en anglais).

Advertising is an activity, which aims to encourage people to consume company’s products or services in order to increase sales. The advertisement is a way to make things public as it fixes the attention of targets. Its circulation is made possible thanks to the media such as TV, radio, press, Internet and through posters in the street, the subway and in public places. Toscani Oliver said about advertising: "Advertising is the richest and most powerful form of communication in the world. We need to have images that will make people think and discuss ".

Firstly, its goal is to fix the attention of individuals to influence their behavior. Their comportment can be for instance the purchase of a product, and, or the subscription in a political party etc. The goal is to attract members of Society. To do this, companies invest a lot of money in creating ads. This is one of the best means of communication; it reaches a lot of person by being spread everywhere, even sometime all around the world. When well thought, it can be very powerful. The good ads target all lot of individuals whom then are attracted by the products for sale or by the expressed messages. Individuals are eager, so they are keen on buying the promoted goods or joining the recruiting political parties. Somehow, we can consider that advertising seeks to manipulate us; designer said it "colonizes our brain." It is indeed by this way that it demonstrates its power.

In addition, the efficiency of advertising can also come from its diversity as individuals can remark and compare it. This is the reason why the creativity is essential. The advertising often uses stereotypes and myths to focus minds. It must provoke reflection of an individual. Addressed people must identify themselves to the products and realizes that they must acquire it. The consumer can be a rational and, or, an irrational individual whose purchasing is maturely reflected, so ad must makes them think about how much they need a product. The goal is to mark the mind of the individual whom will want to consume the item. To attract the minds but also encourage people to think and discuss about the advertisement, image can be provocative.

In fact, the provocations cause a better memorizing of advertising. Moreover, it encourages individuals to share their views on some advertising. It also leads to compare pub, which can help to know some of the advertising previously unknown by another individual Word of mouth can disclose so much publicity that can make a product known by many individuals. One key objective is to ensure that people talk about an advertisement; this can encourage people to consume, to not say to consume more. That's why Oliver Toscani made people talk when he published this chocking ad where we can see Barak Obama kissing his Venezuelan counterpart Hugo Chavez. He wanted to do something different which is provoking, to make people think about “tolerance”. He succeeded to attract a lot of people, who criticized positively or negatively his message, but as a consequence of this, they discovered or remembered a brand promoting its products.

In conclusion, being exposed almost everywhere, advertise is indeed very powerful to influence individuals. But the most important objective is that an image that is fairly diffused, forces people to keep it in mind, to think about it and to share around

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