Theories of Advertising Language (soft-skill assignment)

A. definition of Advertising
The word "advertising" comes from the Greek, which means less is more is the 'lead people to the idea'. The ad seeara comprehensive understanding was that "all forms of activities to present and promote ideas, goods, or services paid for by sponsors impersonal certain ..." Generally speaking, advertising intangible impersonal presentation of information about a product, brand, company, or a store that is run by compensation for certain expenses. Thus, advertising is any form of communication that is intended to motivate potential buyers and sellers to promote a product or service, to influence public opinion, to win public support in order to think or act in accordance with the wishes of the advertisers.
According to Paul Copley, "advertising is by and large seen as an art - the art of persuasion - and can be defined as any paid for communication designed to inform and / or persuade". Explained that advertising is an art of persuasion and can be defined as the design of communication to inform and financed or persuade.
Ads can also be interpreted as a notice to the audience / people crowded about the goods or services sold and installed in the mass media, like newspapers / newspapers, magazines and electronic media such as radio, television and the internet.


B. Terms of Advertising 
1. Ad language:
  • Use appropriate word choice, attractive, polite and logical
  • The expression or figure of speech that are used to lure and suggestions
  • Prepared brief and highlight the parts that are necessitated 
2. Content:
  • Objective and honest
  • Brief and clear
  • Not to offend a certain group or other producers
  • Attract the attention of many people

C. Advertising Principles
The existence of a specific message
Advertising would not exist without the message. Without the message, the ad will not be tangible. The message conveyed by an advertisement, can form a combination of verbal and nonverbal messages.
Verbal message is the message delivered either orally or in writing. In the verbal messages, advertising is a series of words composed of vowels and consonants that make up a particular meaning. Oral forms of verbal messages can be delivered through audio visual media. While writing conveyed a verbal message through print and audio visual.
All messages that are not verbal messages are non-verbal messages. Throughout the form of non-verbal means, then he can be called as a message communication. Non-verbal messages can be either non-verbal visual, non-verbal auditory and visual non-verbal. Visual non-verbal messages are messages that can be received through the senses, especially eyes. Visual non-verbal messages in general there are three types, namely the form of kinesthetic, proksemik and artifactual.


D. structure of words in the advertaising :

1. Evocative: look at consumer needs, provide solutions, and give attention.
2. Informative: the words must be clear, friendly, communicative. Do not beat around the bush let alone to ignore the duration of exposure.
3. Persuasive: a series of sentences to make consumers comfortable, happy, peaceful, comforting.
4. Powerful motion: the composition of the words appreciate the time during the offer / promotion period.
   To convey the idea of mind in a language an ad writer must know the rules of that language, like grammar, its maxims, idioms-idiomnya, nuance or connotation of a word, and so on. This provision is an absolute requirement.

E. Based on the media used, advertising is divided into two, namely: 

* Print Ads

Print ads are ads that spread through the print media. Examples of print advertising, among others; posters, banners, billboards, advertisements, classified ads in newspapers, flyers or leaflets.

• Press Advertising :

Press advertising describes advertising in a printed media, such as, newspaper, magazine, and lots of more. it covers everything from the media with a very large readership base such as, national newspaper or magazine. here are the examples that i took from the newspaper that i found inside my house :

 

advertising a coffee shop in the newspaper

existing product offering advertisements in newspapers

• Billboard Advertising :

Billboard is a large structure that are located in public places. displayed in places where motorist and pedestrians used to pass by. Most often, they usually located in main roads. However, they could be located in any places. Such as, mass transit vehicles and in stations, or maybe shopping malls, even office buildings and stadiums. here are some examples of billboards advertising :

* Electronic Advertising
Electronic ads are ads that spread through electronic media. Examples of electronic advertising, among others; ads on TV, on radio, advertising on the Internet.

• Celebrity branding:

this type of advertising focuses on using the celebrity power, fame, money, and popularity. To gain recognition for their product and promote specific stores or products. Advertisers often advertise their product. For example, when a celebrity share their favorite product or wear clothes by specific brands or designers.

this type of Advertising is really useful and it actually works. I've seen lots of people wanting to buy a product because their favorite idol also wears the product. Usually this type of advertising is on the television. here are some examples of celebrity branding:

http://ayukartikawati.blogspot.com/2011/03/teori-bahasa-iklan.html
http://izanagi004.wordpress.com/2010/11/14/pengertian-bahasa-iklan/
http://izanagi004.wordpress.com/2010/11/14/pengertian-bahasa-iklan/