L'importance de la publicité

SOMMAIRE

INTRODUCTION…………………………………………………………….P1

I- THE COMPONENTS OF ADVERTISING……………………………...P2

II-ANALYZING AN ADVERTISING POSTER……………...……………P3

 III-THE ADVANTAGES OF ADVERTISING…....………..……………..P4

CONCLUSION……………………………………………………………….P5

INTRODUCTION

Advertising is a form of mass communication, the purpose of which is to fix the attention of a targeted target (consumer, user, user, voter, etc.) in order to encourage him to adopt a desired behavior: purchase of a product, election of a political personality, incentive to save energy, etc...

Advertising gains visibility or notoriety for a product, service or business via the media. It is the publicist who advertises, while public relations is the strategic management function that helps an organization communicate, establish and maintain communication with the public. This can be done internally without using any support.

From a marketing point of view, advertising is an element of promotion and marketing. The other elements of the promotional mix are advertising, sales promotion, direct marketing and personal selling. Here are some examples of promotional tactics:

I- THE COMPONENTS OF ADVERTISING

1- Image

The image clearly represents the concept attracts the eye

The grip

 This is a phrase usually located at the top of the poster. Its function is to attract the attention of the recipient, it is often related to the image. It can be introduced by a point of attachment that brings the eye into the message.

 The slogan

 It is a shock sentence, a short, easy to memorize formula that summarizes the qualities of the product, or takes the reader to task.

The message (thesis)

 This text can be explanatory or informative. Its wording is a kind of address to the addressee. It is often found in ads where it is necessary to persuade the consumer of the technical performance of the product. Signature / Logo: This is a graphic representation of the brand name.

 It is necessary to wonder about: Functions of the text compared to the image. Choosing the form of address to the recipient (target) The ways in which the text informs about the qualities of the product.

II-ANALYZING AN ADVERTISING POSTER

II-1-The status of the image and the text

• Early 20th century: classic approach: the image is at the service of the text. She must

Draw attention

To arouse interest

To provoke desire

Trigger the purchase.

• 1950: We are interested in the action of the image on the unconscious and we work on the complementarity text image.

The text: gives the information, explains.

The image: acts on the unconscious, the memory.

Notion of Denotation / Connotation. What I see / what I interpret

Sense of reading and analysis of the organization ... keys for construction ...

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