11 person hears himherself speak or feels himherself move. The second is
interpersonal communication. It occurs when a person communicates directly with another person in a one-to-one relationship. The third is called public
communication. It takes place in situations where many people receive messages largely from one source, for example: a movie, a TV and political speech. The last
type is mass communication. It is also public communication that is transmitted electronically or mechanically such as via television, a radio, and a newspaper. In
addition to mass communication, Littlefield Kirkpatrick 1970: 28 state that “the purpose of mass communication is simply to change or to reinforce the
attitudes of the many individuals and, if possible, to cause them to take action favorable to the communicator.”
2. Advertising
a. The Nature of Advertising
“Advertising is the structured and composed communication of information, usually paid for and usually persuasive in nature, about products
goods, services and ideas by identified sponsors through various media Arens, 2006: 7.” Another linguist, Weilbacher 1984: 9, mentions that “advertising is a
social tool that encourages public support of various governmental and other non- profit institutions by conveying accurate and compelling information to
consumers about the needs and goals of these institution and entities.” Thus, it can be inferred from the two definitions that advertising can be both persuasive and
informative.
12 According to Bovee and Arens 1986: 8, there are five basic functions of
advertisements. The first is to identify products and differentiate them from others. The second is to communicate information about a product, its features
and its sale location. The third is to induce consumers to try new products and to suggest reuse. The fourth is to increase product usage. The fifth is to build brand
preference and loyalty.
b. Advertising Media
Advertising is always delivered to the public through a medium. Arens 2006: 127 mentions “the medium that carries the advertiser’s message is the
vital connection between the company that manufactures a product or offers a service and the customer who may wish to buy it.” Subsequently, he classifies
advertising media into six major categories: print, electronic, digital interactive, out-of-home, direct mail, and other media.
1 Print Media
The term print media refers to any commercial published, printed medium - such as newspaper and magazines - that sells advertising space to a variety of
advertisers. Printed media also includes directories such as the Yellow Pages; school or church newspaper and yearbooks; and program used at sporting events
and theatrical performances. 2
Electronic Media The electronic media of radio and television used to be called the
broadcast media. With the advent of cable TV, many programs are now transmitted electronically through wires rather than broadcast through the air.
13 3
Digital Interactive Media It allows the audience to participate actively and immediately. The internet
for example, suddenly gives tiny companies with scant resources instant access to customers worldwide by creating marketplace in which they can swap advertising
space on their own sites for space on others. 4
Out-of-Home Media The major categories of out-of-home media are outdoor advertising and
transit advertising. Outdoor advertising includes billboard and transit advertising includes bus, taxi and subway advertising. Out-of-home media also include
posters in the bus shelters and train stations, billboard in airport terminals, stadium scoreboards, flying banners and lights, skywriting, and kiosk posters.
5 Direct Mail
When companies mail or e-mail their advertising directly to the prospective customers without using one of the commercial media forms, it is
called direct-mail advertising. The ad may be a simple sales letter, or it may be a complex package with coupons, brochures, samples, or other devices designed to
stimulate a response. 6
Other Media Technology has spawned a host of new advertising media that can
confound even the most knowledgeable media planner and buyer. Advertising appears on videocassettes and computer disks. Computer dials telephones and
deliver message by stimulating speech or playing a prerecorded message.
14 Computer can also put callers on hold and play prerecorded sales messages until a
customer service replies answers.
c. The Types of Advertisements
