User:Eli bubo4ka/sandbox

Advertising is an inevitable part of our consumer society whose outstanding feature is its competitive fight. “...advertising is not some external curiosity which we examine, from which we are separate and superior, but something of which we are part, and which is part of us...”. It is everywhere around us: in newspapers, in magazines, on billboards along the streets, on television, in radio, in means of public transport and any place the sponsor pays to distribute their message.

Definition of advertisement
There are many definition of the term “advertisement” in modern linguistic literature. All these definitions have in common the fact, that advertising is a means of promotion the product, idea, or organization on the market with the aim to give information and to persuade people of the advantage of the product and induce them to take and action (e.g. buy it).
 * 1) The American Heritage Dictionary says that the advertising is:
 * 2) *The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.
 * 3) *The business of designing and writing advertisements.
 * 4) Pride and Ferrell defined advertising as a beneficial kind of non personal communication executed to promote and publicize an organization and its products.
 * 5) Advertisement is a concrete manifestation of advertising.
 * 6) According to the Investorwords glossary advertisement is a description or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it.
 * 7) E. Romat believes that advertising can be seen as a specific field of social communication between advertisers and the target audience of the advertising message to actively influence the audience and make them buy the promoted product..

History of advertisement
Advertising traces its history back to ancient times. The first forms of advertising messages were transferred by word of mouth, however, in the ruins of Pompeii commercial messages and election campaign displays have been found. V. Uchenova states that "shouts" of those who announced the main events have become the Latin verb «reclamare», which means "shouting" and derives from the verb and the name of the phenomenon of advertising. J. Lapsanska adds that Egyptians used Papyrus to create sales messages and wall posters, while in Greece and Rome lost-and-found advertising on papyrus was common. Wall or rock painting for commercial advertising is another manifestation of an ancient media advertising form, which is present to this day in many parts of Asia, Africa and South America. With the form of advertising, we could meet in the marketplaces, where the sellers used to shout and extol their products. In the course of time, people more and more tried to differentiate their products and began to find out new ways of presenting. They started to accentuate the visual aspect of the advertisement. With the expansion of colour printing and colourful posters the streets began to revel in colours. These posters were ancestors to our modern billboards. As the economy and the trade were expanding during the 19th century, the need for advertising grew. Gradually, advertising transformed into a modern, more scientific and sophisticated conception. New visual techniques have been launched. Not only the content of the message is important, but also the form. The creativity of copywriters, who are finding new ways, leads to the richness of various forms of advertising.

Functions of advertisement
The goal of advertisement (to make audience buy the product) defines its functions. The main functions of the social communication are informative, pragmatic, economic, aesthetic and communicative.
 * 1) informative function:
 * advertising supplies the necessary information to consumers so that they know what is available and where to buy it. It broadcasts information on products, services and ideas sold on the open market through a variety of media portals. It reveals the special features being sold, what color and size the product is and which stores carry it.


 * 2)pragmatic function:
 * advertisement is not only a text, but it is a communicative means which is used by a producer of the product in order to persuade the audience to buy the product. In other words pragmatic function is realises in a certain impact on the recipient via language and provokes his to react (imperative, exclamation, question.)


 * 3)economic function:
 * economic function proves that effective advertising enhances the sales level and increases profits;


 * 4)aesthetic function:
 * views the advertisement as a kind of art, because it uses the most effective means of the latest;


 * 5) communicative function:
 * advertisement is a process of communication between a customer and a manufacturer; in such a way the information is transmitted.

Types of advertisement
There are many ways to classify advertisement. This classification is based on the purpose of advertisement.
 * 1) According to Geoffrey Leech most frequent and important type of the advertising is ‘commercial consumer advertising’: advertising directed towards a mass audience with the aim of promoting sales of a commercial product or service. It is the kind which uses most money, professional skill, and advertising space.” Most of the TV commercials belong to this category.
 * 2) Another type of commercial advertising is ‘prestige advertising’. Here the name and the positive image of the company are advertised rather than a product or a service.
 * 3) In industrial or trade advertising a company advertises its products or services to other firms, so the communication is between equals. They both (copywriter and the reader) have as an interest as a particular knowledge about the product advertised. Therefore, “industrial advertising typically lays greater emphasis on factual information than prestige and consumer advertising and less emphasis on the persuasive elements.”
 * 4) A special type of advertisement are non-commercial advertising, which represents purposes of associations and societies and is usually related to charity or political propaganda.

Advertising slogan as communicative phenomenon
Advertising slogan has many definitions. Slogan plays the most important role in the advertisement. Being the last part in the commercial utterance, it not only concludes everything which was stated in the body of the advertisement, but also repeats the main idea compactly and is the most memorable part of the advertisement whose function is to catch the recipient's attention.
 * 1) Oxford Advanced Learner’s Dictionary defines it as a word or phrase that is easy to remember, used for example by a political party or in advertising to attract people’s attention or to suggest an idea quickly.
 * 2) It is “short, memorable advertising phrase: "Just Do It," when a product or company uses a slogan consistently, the slogan can become an important element of identification in the public’s perception of the product.”
 * 3) Greg Myers uses the term "slogan" for any catchy phrase.