We explain what advertising messages are, how they are classified and what their elements are. Also, its characteristics and examples.
What are advertising messages?
An advertising message or advertisement is a type of message transmitted through graphic media, audiovisual or auditory, generally of short duration. Its objective is to publicize a product, service, institution or topic, usually for commercial purposes.
They are popularly known as “commercials”, “advertising”, “ads” or “propaganda”.
Advertising messages integrate most of the promotion and communication mechanisms today. They have a huge presence in the urban environment, the media (print, radio and audiovisual), and also on the Internet.
Generally apply convincing strategies that operate at rational, emotional and subjective levels.
This type of advertising is controlled by the laws of the State and is considered an economic activity in itself. Those who study and prepare advertising messages are called advertisers.
See also: Visual pollution
Function of advertising messages
First of all, its objective is make a product, service or topic visiblethus bringing it closer to its consumer or interest audience.
Its ultimate purpose is motivate to purchaseconvincing the public to buy the product, want it or need it.
Types of advertising message
Advertising messages can be classified according to the medium they use to promote themselves:
- Textual. They consist of compositions with written text, using typographic styles and other verbal resources, such as jingles, witty phrases, narrations, etc.
- Mixed. Typical of billboards and printed newspapers, they display still images (photographs, illustrations, etc.) and text, to express an existing relationship.
- Audiovisuals. They take advantage of modern technology to use sounds and moving images, like on television.
- Radials. Radio-transmitted audio pieces.
- Digital ads. Typical of the Internet, incorporating the digital possibilities that networks offer to all the previous variants.
Effect on consumers
The effect of advertising on consumers It is always unpredictableeven for specialists on the subject.
Generally the advertising message seeks to arouse sympathy, focus on the memory or highlight the benefits of the productas well as convincing the potential buyer that it would be better for him to buy it. Ideally, this is what happens.
However, there have been numerous cases of advertising messages that generate the opposite effect: they offend the buyer or alienate him from the product, hurt sensibilities or transmit the wrong message regarding what is offered.
Elements that make up the advertising message
Advertising messages generally have the following elements:
- Shot. Of bullet (“bullet”) in English, is a short, striking phrase that illustrates or condenses the message.
- Referential image. They are images that reflect the emotional tenor of the advertisement, whether they are of the product itself, or images that allude to it more or less directly, that provide sensations or suggest emotions that wish to be associated with the product: models, famous actors, celebrities, imaginary characters, etc. .
- Text. The words, phrases or typographic elements that provide specific information.
- Call to action. It is a final phrase that invites the viewer to act in a certain way, generally emphatically: “Buy it!”, “Find it now!”, etc.
- Slogans. Playful, witty or catchy phrases that remain associated with the product and serve to give it a certain personality.
- Contact. The data needed to contact advertisers or manufacturers. This is usually the last thing that appears.
- Music and accompaniment. Applies only to audiovisual or radio advertisements, giving the message a memorable tone, feeling or rhythm.
Structure of the advertising message
It generally has a structure of four areas or lines:
- Headline or heading. The top and most visible part of the advertisement, generally in the center, where the viewer’s attention is captured.
- Image body. The set of photographs, images or drawings (or sequences of them) give shape to the advertising message, and are usually central to the message, without overshadowing the headline.
- Body of text. It is about the textual content of the message, that is, what it has to say. It usually occupies a secondary region within the advertisement, once the viewer or reader’s attention has been captured.
- Signature. The last thing that is perceived are the “personalized” elements of the company being advertised: contact information, logo, slogan or other elements that make up its corporate image.
Advertising message styles
By styles we mean the way a message in question persuades or attracts, that is, the strategies it uses to accomplish its purpose. Thus, we have:
- Emotional messages. Those that appeal to the emotionality of the public, that is, to move them through their feelings, and not with logical or rational arguments. Among them, the exploitation of sex and desire is extremely common.
- Rational messages. Those that appeal to the consumer’s logic and rationality, providing information, data, reasoning or arguments in favor of their position, in a frontal manner, although not necessarily frank.
- Subliminal messages. Those that hide information or content in inner layers of the message, which cannot be perceived by the conscious human mind, but which are fixed in the depth of the mind. They are normally prohibited by law.
History of advertising
Advertising is an invention of the consumer societybut it existed as a governmental function since ancient times. For example, kings communicated their edicts or new laws through messages posted (or recited) in public places.
The Industrial Revolution caused the growth of markets and the invention of new and more powerful means of communication written and audiovisual.
This made it possible to satisfy a growing need among producers and marketers: become visible and attract the public to their brands. This is how the promotion of products, goods and services was born, and it evolved to become what it is today.
Marketing or marketing
Companies have marketing departments (also called marketing) that are made up of specialists in the advertising world.
They are responsible for creating messages in the most competitive way possible. To achieve it, They take into account factors such as local culturethe target audience, the competition’s messages, etc.
In addition to the data they consult, these departments often have people with a creative component. In this way, creative commercial promotions are achieved.
Follow in: Marketing
Analysis of the advertising message
Analysis of advertising messages It can occur at various levelsand involve different techniques or knowledge.
The aspects analyzed They can be strictly commercial or contextualsuch as the colors associated with the product or company, positioning relative to the competition, etc.
But also the most semiotic features can be included (cultural meaning), anthropological or sociological. They can uncover the deepest layers of meaning within a seemingly innocent advertising message.
Examples of advertising message
Some examples of advertising messages are:
- Nikesportswear brand