Definitions of Advertising and Advertisement

persuasive information about a product, service, organization or idea” Clemente, 1992: 8. Here, he sees advertising as an action of communication in the marketing world. The action is persuasive and needs a paid media to inform about a product, service, organization or ideas. Persuasion is the key of advertising as he adds in his sentence, “the key benefits of advertising are providing product information and influencing attitude changes among consumers” Clemente, 1992: 8. He also adds that “advertising can be targeted to consumers in either narrow or broad geographic areas” Clemente, 1992: 8. It has three basic objectives: a to inform consumers about new items, products uses, services available, or other useful information; b to persuade an audience to buy an item, change brand preferences, or perceive an item or service differently; c to remind consumers about the need for an item or service as where it can be bought. Meanwhile, advertising decisions fall into two basic categories as follows Clemente, 1992: 8: 1 Message development It refers to what is to be said. Messages may be intended to create awareness of a brand that favorably predisposes consumers to the product. It may convey product benefits, built familiarity of the brand while reinforcing a unique selling proportion in the minds of consumers. 2 Media selection This refers to determining where advertising communications will appear. Kelley 1967: 404 adds that the means of advertising may be in words, pictures, diagrams, sounds, music, color, shapes, and symbols on two levels of significance, which are the rational and the emotional. Advertising is an act of communication the purpose of which is to convey concepts about companies, goods, and services by means of words, pictures, diagrams, sounds, music, color, shapes, and symbols on two levels of significance; the rational and the emotional. Kelley, 1967:404 If Clemente and Kelley see advertising as an act, Weilbacher 1984: 8 in the businessman’s perspective sees advertisement as a tool. Weilbacher says the businessman defines advertisement as “a marketing tool that helps sell brands of products and helps to build confidence in companies and institutions by conveying accurate and compelling information to consumers about the brand or company or institution” 1984: 8. Clemente specifies the media of advertisement, which is in print, in order to distinguish advertisement from commercial breaks. They are similar, but not the same. Advertisement is a paid announcement appearing in a print media outlet that is designed to reach a large audience. The goal of an advertisement is to promote a product, service, organization, or idea. It is designed to persuade, inform, or otherwise influence consumer attitudes. Space for an advertisement is purchased by an advertiser who controls what information will appear. However, advertisement content is often subjected by the medium in which it appears. Clemente, 1992:7 From the theories presented, it is obvious that advertising and advertisement are different, yet have the same aim. Advertising is an act of persuasive communication conveying about a product, service, organization, or ideas; whereas advertisement is a tool of the act of advertising.

b. Copy Parts of an Advertisement

Advertisements are made up of numerous elements or components. These elements may be moved, enlarged, reduced, reversed, changed, or eliminated in order to achieve a new look or approach. According to Bovee and Arens 1986: 262-274, “the key elements in print advertisements are the headline, illustration, subhead, body copy, boxes and panels, slogans, logotypes logos, seals, and signatures”. 1 Headline Arens 2006: 417 states headline is the words in the leading position in the advertisement – the words that will be read first and are situated to draw the most attention. Thus, headlines usually appear in larger type than other parts of the ad in order to be eye-catching. 2 Subheads The size of the subhead is smaller than the headline but larger than the body copy or text. Subhead may appear above the headline or below it. A subhead above the headline is called a kicker or overline and may be underlined. Subheads may also appear in body copy. Like a headline, the subhead transmits key sales points fast. 3 Body copy Body copy or text tells the complete sales story. It is a logical continuation of the headline and subheads. The body copy is set in smaller type than headlines or subheads. 4 Boxes and panels Boxes and panels are usually used in advertisements that contain coupons, special offers, contest rules, and order blanks. The boxes and panels are used to set these features apart from the rest of the advertisement. Specifically, a box is copy around which a line has been drawn. A panel is an elongated box that