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Advertisements: Definition, Characteristics, Structure, Types, and Examples
A product needs advertising to help promote it. The more intensive the promotion, the faster the product will be known. We can easily find various types of advertisements. Starting from advertisements on television, social media, and advertisements on the streets. Advertisements contain information that is made as attractive as possible, this is done to make consumers interested in buying or using the services offered. Below are the definitions, characteristics, structures, types, and examples of advertisements.
Definition of Advertisement
An advertisement is a message about goods or services made by the manufacturer of the goods that is conveyed through the media (print, audio, electronic) aimed at the general public. Here are the opinions of several experts regarding the definition of advertisement:
- Big Indonesian Dictionary (KBBI)
Advertisement is news or messages to support, persuade the general public to be interested in the goods and services offered, notification to the public about the goods or services sold, posted in the mass media or in public places.
- Gilson & Berkman (1980),
Advertising is a persuasive communication media that is created in such a way as to generate responses and help achieve marketing objectives or goals.
- Wright (1978)
Advertising is a communication process that has the power as a marketing tool that helps sell goods, provide services and ideas through certain channels in the form of persuasive information.
- Lee (2004)
Advertising is commercial and non-personal communication about an organization and its products aimed at the general public through mass media such as radio, television, magazines, newspapers, or direct mail, outdoor advertising.
From the definition above, it can be concluded that advertising is a communication with commercial value that is created to persuade and persuade the audience to be interested in the goods or services offered, advertising media include newspapers, magazines and electronic devices (gadgets).
Characteristics of Advertising
- Use of Short Words
The first characteristic of advertising is the problem of using diction or word choice. As a prospective copywriter or prospective advertiser, you must know that making advertisements is very selective about diction. Writing an advertisement is not like writing a heartfelt message. However, you must pay attention to the effectiveness of the words and pay attention to the length of the advertising material.
A good and appropriate advertisement is an advertisement that is made using interesting, appropriate, polite and logical words. To realize a product like this, creativity is needed from the creator of the advertising material.
- Suggestive Diction
Another characteristic of an advertisement can be seen from the choice of words (diction) that influences people. In other words, the choice of words is in the form of an invitation. Although the form of the invitation is not directly visible. Because in writing the advertising material itself there is something called soft selling and hard selling. So it depends on what method you want to use.
- Informative
Advertisements must still highlight information. Be it information about the product, information on community services and much more information that can be embedded. It can also contain moral message information, even though it is actually a product advertisement. All is possible and can be done, as long as the advertising writer has creativity.
- Targeted
The last characteristic, the advertisement is made according to the target audience. for example, an advertisement about UHT milk, then the advertisement is targeted at children who are in the process of growing. Or an advertisement for laundry soap, then the target is housewives.
Advertisement text structure
In general, there are three advertisement text structures, namely:
- Orientation: the initial part that contains an introduction to the product or service
- Body of the advertisement: discusses the core of what is being promoted or offered in the advertisement
- Justification: the final part that contains an explanation that makes it easier for the public to access the goods or services offered. Generally equipped with information such as telephone numbers, social media accounts, email, website, address, or the like.
Types of Advertisements
Types of Advertisements Based on Their Content
- Offer advertisements (Commerce)
Advertisements that are often found are offer advertisements or commercial advertisements. Offer advertisements contain offers of goods or services to the wider community. For example: advertisements for food, drinks, clothing, electronic goods and so on.
- Public service advertisements
This advertisement comes from an agency or institution. Contains information on socialization or enlightenment to the public about a particular issue or topic. For example: Election advertisements, advertisements for healthy living, family planning advertisements, and so on.
- Announcement or notification advertisements
This advertisement aims to attract certain people only. The content is a notification of something like an event, an advertisement of mourning news and others.
- Request advertisement
A request advertisement is often considered a job vacancy advertisement. This is because this advertisement contains the party advertising to offer and invite people who want to work with the advertiser.
Types of Advertisements Based on Media
- Print media advertisement
Print advertisements are advertisements that are made by printing. Usually print advertisements are often found in newspapers, magazines, newspapers, billboards, posters, stickers and so on. In print advertisements there are provisions in making them based on where the advertisement will be placed.
- Electronic advertisement
This advertisement uses electronic media in delivering and displaying its advertisements. Electronic advertisements are widely found, including television advertisements, radio, advertisements in films, and advertisements on social media.
Types of Advertisements Based on Purpose
- Commercial advertisements (business)
This commercial advertisement is placed with the aim of gaining economic profit because the main advertisement is to increase sales. There are three parts to commercial advertising, namely:
Consumer advertisements, types of advertisements that are aimed directly at consumers.
Business advertising, a type of advertising aimed at a manager, either an individual, agency or company coordination, which then sells products or services to consumers.
Professional advertising, a type of business advertising aimed at professional business people who can properly manage the advertisements submitted to business people.
- Non-commercial advertising
Non-commercial advertising does not focus on material or economic benefits. Non-commercial advertising instead aims to gain social benefits. Namely so that the public gets additional insight, self-awareness and changes the behavior and attitudes of the community towards the problems presented in the advertisement.
Example of Advertising Text
Here is an example of advertising text:
Now Chiko shampoo is here. Smooth, soft, and fragrant hair all day long. Chiko shampoo is your family’s choice! Keep your hair healthy and shiny with Chiko shampoo!
