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We explain what an advertisement is, its characteristics and the types that exist. Also, what is its function and various examples.

What is an advertisement?

An advertisement or advertising spot is a short message that has commercial or promotional purposes that is, it seeks to encourage the consumption of a specific good or service. It can be broadcast through different media (sound, audiovisual, written, etc.).

The advertisement is a very common resource in the marketing industry, and companies invest significant sums of money in competing with their commercial rivals, through more striking, original or attractive advertisements. The basic idea is that its existence makes the promoted product or service visible gives it a greater presence in the consumer market and, therefore, it is traded better.

Strictly speaking, advertising They have existed since capitalism emerged and its consumer market, since at that time the need to capture the consumer's attention was born. These messages have been adapted to the different mass media that humans have created: newspapers, magazines, radio, television and, more recently, the Internet, taking advantage of the advantages that each format allows.

For example, the first television advertisement was broadcast in 1941, during halftime of a baseball game during the American season, and consisted of an advertisement for the Bulova watch brand.

See also: Advertising

Characteristics of advertisements

Advertising advertisements are characterized, broadly speaking, by the following:

• They consist of small narratives or descriptions of the product or service in question, highlighting its attributes and inviting the consumer to buy it or take it into account.
• Usually contain nice images attractive and seductive, that seek to associate positive emotions with the consumption of the product. It is also common to use trendy songs or catchy phrases (slogans). The idea is that the consumer remembers the product as much as possible.
• In the case of printed media, they usually use bold letters and bright colors or attractive photographs, to capture the reader's attention.
• are persuasive That is, they try to convince the consumer, either through arguments or through subjective and emotional resources.
• They are usually found under the specialized regulations contemplated by the law in order to protect consumers from misleading advertising, scams and other similar crimes.

Types of advertisements

In principle, advertisements can be classified according to the medium in which they are found: print, radio, television, digital, etc. However, a more detailed classification is the one that addresses the construction of the advertising message, classifying them into:

• talking heads: from English talking headsare those advertisements in which a figure (generally a celebrity or some professional authority) promotes and recommends the product.
• Problem-solution: These are ads that address an existing or future dilemma, and then offer the product or service offered as a solution.
• Testimonials: those advertisements in which one or more consumers (real or fictitious) share their experience of consuming the product and recommend it.
• everyday scenes: These are advertisements in which ordinary life situations are recreated, emphasizing the presence and, above all, the convenience of the promoted product.
• Of character: These are advertisements in which a fictional character, usually a caricature, invites consumers to buy the product.
• Comparatives: those in which the promoted product is compared with competing brands, openly or discreetly, to demonstrate its superiority.
• Emotional: in this case the advertisements do not resort to any logical convincing strategy, but rather to the consumer's emotions, through images, sequences or moving stories, to associate their brand with these feelings.

Function of an advertisement

As we have said, the general function of every advertising advertisement is invite the consumer to try the product or service offered or ensure that when making purchases, the consumer is aware of the existence of the product. These are persuasive type messages.

Examples of advertisements

Below are some examples of advertisements:

• Subliminal advertising
• Advertising text

References

• “Advertisement” on Wikipedia.
• “What is an advertisement and what are its characteristics?” in Creative Trends.
• “The advertisement: types and functions” (video) in SM México.
• “What is an advertising spot and what types are there?” in Digital Transformation Hub.