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| Advertising (Essay-With outline) |
Advertising (Essay-With outline)
Outline:
- An integral part of modern society
- Evolution of advertising
- Scope of advertising
- It’s commercial and psychological aspects
- A handy media of convincing others
- Main sources of advertising in Pakistan
- Conclusion
“Advertising is the means by which we make known what we have to sell or that what we want to buy”. The emphasis is primarily on the communication of ideas, on the message and on making known the product that is to be sold. It is today the most essential link in the chain of activities that constitutes modern advertising. Its value is to create new demands to cultivate new tastes and requirements, to promote the role of new kinds of goods and to explain their uses to the customers. There may be private individuals who fill the advertisement columns with run-on classifieds, offering to sell houses, cars etc. There may be employers seeking staff or eligible bachelors seeking brides, or manufacturers of goods advertising on a regional or national scale. As a commercial venture the target of advertising is fairly obvious – to place eventually at the disposal of the consumer cheaper and better goods. Allied to it is a psychological dimension. Unless people are told often enough in a convincing manner, they will not know and they will not make the effort to look or enquire and perhaps order or buy.
At present, advertising holds a great significance and has become an essential part of modern society. Without advertising we should not know the wide range of products available in different fields, to buy or not as we choose. Far from being “an evil thing” it ensures a claim that advertising is a cornerstone of any free society. Until the coming of print the town crier was the main source of ads to spread tidings of wares, wars, disasters, auctions and wrestling bouts. Even today we come across those relies of a bygone age proclaiming their message to the beat of a drum.
If we cast a glance at any one of the dozens of newspapers and magazines published in Pakistan alone will show that a very large number of people are advertisers. An advertisement may exaggerate but it seldom lies. It employs skills using words, pictures, colours, size, movement, position and timing to entice the reader, viewers, listeners or passer-by to stop, look, listen, read, take interest and act. The ways and means employed in modern times to convey the modern advertising message are as numerous as they are varied. The press, commercial television, outdoor advertising, transportation, cinema screen, sales literature and sponsorship – not to mention lapel buttons, neon signs, book matches and box matches, telephone directory, cassettes – are all parts of the huge apparatus.
“Words have a magic and mystery … language is capable of affecting our attitudes and idea”, Donald Adams says: the telling phrase is the essence, the impact, the lure of advertisement. While advanced countries are using many more, Pakistan is using four major methods of advertising. At the top is the press --- newspapers, magazines, weeklies, and monthlies. Newspapers especially Urdu, have the largest circulation and reach the remotest comers of the country. They are the cheapest means of actual scenes, people and products have a realism about them which only the cinema can match. Radio listening is quite common and it is perhaps the only medium which permits people to work and listen at the same time. Outdoor advertising is also popular. No important road and shopping centre is without its hoardings, bill boards, neon signs and also the electronic ones. It has stabilized business, increased volume of trade, helped the consumer, and improved both the general quality of living and the standard of public taste.
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At present, advertising holds a great significance and has become an essential part of modern society. Without advertising we should not know the wide range of products available in different fields, to buy or not as we choose. Far from being “an evil thing” it ensures a claim that advertising is a cornerstone of any free society. Until the coming of print the town crier was the main source of ads to spread tidings of wares, wars, disasters, auctions and wrestling bouts. Even today we come across those relies of a bygone age proclaiming their message to the beat of a drum.
Want to read more essays? Click Here.
If we cast a glance at any one of the dozens of newspapers and magazines published in Pakistan alone will show that a very large number of people are advertisers. An advertisement may exaggerate but it seldom lies. It employs skills using words, pictures, colours, size, movement, position and timing to entice the reader, viewers, listeners or passer-by to stop, look, listen, read, take interest and act. The ways and means employed in modern times to convey the modern advertising message are as numerous as they are varied. The press, commercial television, outdoor advertising, transportation, cinema screen, sales literature and sponsorship – not to mention lapel buttons, neon signs, book matches and box matches, telephone directory, cassettes – are all parts of the huge apparatus.
“Words have a magic and mystery … language is capable of affecting our attitudes and idea”, Donald Adams says: the telling phrase is the essence, the impact, the lure of advertisement. While advanced countries are using many more, Pakistan is using four major methods of advertising. At the top is the press --- newspapers, magazines, weeklies, and monthlies. Newspapers especially Urdu, have the largest circulation and reach the remotest comers of the country. They are the cheapest means of actual scenes, people and products have a realism about them which only the cinema can match. Radio listening is quite common and it is perhaps the only medium which permits people to work and listen at the same time. Outdoor advertising is also popular. No important road and shopping centre is without its hoardings, bill boards, neon signs and also the electronic ones. It has stabilized business, increased volume of trade, helped the consumer, and improved both the general quality of living and the standard of public taste.
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