BuInspiration

Everyday life we come across with many different kinds of advertising. Have you ever feel surround by advertisements ? when you read newspaper, flip the magazine , look at the billboards , go online and even turn on the radio you will hear the advertisement of some certain product/service.

Is there any ads that stuck in your mind which is so remarkable ? what make it unforgettable?

Personally i think Yes for visual, that can always capture attention but important is the slogan/tagline of an ads that people will remember it. But before that, how do visuals and words can influence the audiences ? This is the role of an advertising as a system of persuasive techniques with message designed to promote a product / service / idea.

Type of mass communication.

Advertising texts in print media a.k.a (multimodal static texts)

- images , written words, different fonts, creative layouts, colours etc..

-newspaper, magazine , billboards

Advertising dynamic texts (multimodal dynamic texts)

- moving images , contain soundtrack

- music , noises, gestures , facial expressions, spoken words replace written words.

- radio, cinema , tv

When say about how ads persuade, i found online there is a concept called AIDA.

In the article, it stated that " Advertisements target specific demographic or audiences. Their use of persuasive language - both words and images - has to be matched to their purpose and audience, otherwise the ad will lack impact and effectiveness".

AIDA means :

A- Attention. The first job of any advertisement is to gain your attention. This might be achieved by the use of bold colours, an arresting image or an intriguing phrase.

Attention, more to design. The element and principle of design that apply to an ad to attract people attention

I - Interest. The ad needs to hold your interest long enough to tell you about its product or service.This might be done, for example, through the visual appeal of the ad, through asking questions through creating suspense. Humour or surprise can also grab and hold the reader's interest.

Interest, as it mentioned by asking question or creating suspense, it creates the hidden meaning of the ad. What the ad actually want to tell the audience ? or it want audiences to interprete the meaning itself ?

D - Desire. Positive associations of words and images make the product seem attractive- but the reader also needs to be convinced that owning the product will improve or enhance their life. Emotional appeals are commonly used to provoke desire, as in ad ad for insurance that urges you to 'secure your family's future', which is an appeal to the desire to ensure the security of those closest to you.

Desire ... the ideology of the whole ad?

A - Action. The advertisement must prompt the audience to take action and buy the product. Often this is done by creating a sense of urgency by the use of phrases such as "Pick up the phone today!" and " Free gift for the first 100 callers"

Action, this remind me of the transmission model of communication. The company (transmitter) promote " free gift for the first 100 callers" (information) on ad advertisement (channel) promote to the audiences (receiver). The first 100 callers will become the feedback of this transmission. It might have some line problem due to everyone might called in at the same time and created noise to the signal.

source from : http://www.insightpublications.com.au/pdf_preview/Persuasive-Language-in-Media-Texts-10-pages.pdf