An advertisement is essentially a piece of persuasive communication – persuasive because it seeks to influence public opinion by coaxing people into accepting what it has to offer.
An advertisement is also a paid announcement intended to promote the sale of a product or service, to advance an idea or bring about some other effect desired by the advertiser.
It is a general message, not forcing anyone to buy anything, but inviting everyone to identify, understand and adopt the use of goods, services and ideas. The advertiser pays the medium (press, radio, television, etc.) to deliver the message.
He chooses the paper, or a number of papers simultaneously, or the issue of a magazine that will publish his message.
If the medium chosen is TV or radio, he enjoys the freedom to select even the timing of the broadcast. But he has to pay heavily for exercising his choice.
In this sense, newspapers, if not the other media, owe their existence to advertisers.
The product advertised may vary from matches and toothpaste to farm houses and automobiles. The services may range from restaurants and laundries to foreign tours.
The ideas may be as simple as personal integrity and love-thy-neighbor themes, or they may be issues that affect society at large, such as fire prevention, afforestation, rehabilitation, of the old and disabled, traffic rules, drug abuse, crime control and universalisation of elementary education.
Whatever the product, service or idea advertised, the advertisement seeks to point out its qualities so that it becomes attractive to the group of consumers whom the advertiser wishes to influence.
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