The word “advertise” comes from the Latin word “advertere”, which means to “turn toward”. Advertisements are everywhere: buses, TV, cinema, Internet, radio, newspapers, magazines, etc. Advertisements are created to make potential customers aware of a product or service. It is impossible to avoid advertisements, and you are influenced by them even if you do not realise it. There are different types of advertisements:

Direct advertisements that convey their message directly to their target group through, for example, posters or promotion films.
Disguised advertisements that are hidden in, for example, TV series and films.

Devices used in advertisements

A variety of devices are used in advertisements to reach the target group and to convince them that what you are advertising is the best. Here are some of the most important devices:

Eye-catchers

Eye-catchers are used to capture the interest of the target group. These could be, for example, a picture or a text with a special type of writing that catches the eye of the viewer.

Scientific proof

Scientific proof is one of the most persuasive elements one can have in an advertisement. “Nine out of ten women reduced their wrinkles after using Nivea Anti-Wrinkle” is a catch phrase that sells. It is easier for the target group to believe in something when there is proof that the product works. If the product has had the best results in a test, this is important to emphasise in an advertisement. The target group will know that the product has been compared with other similar products.

Experts

If the product that should be sold is toothpaste, detergent or vitamins, it could be a good idea to use an expert who knows a lot about the product and what it is going to be used for. We see this often in advertisements for toothpaste, where the product is often recommended by dentists. Famous figures are also used in advertisements, especially when products for children or teenagers are being sold. This is the group that admires celebrities most and buys the articles that they have seen their idol promoting.

The body and sex

Playing on the body and sex has also become more usual, but one needs to be careful with this. Several advertisements where women have been presented as sex objects have been withdrawn.

Hidden advertising

Hidden advertising is advertising that is not direct. This type of advertising is not found on advertising posters or filmed commercials, but is hidden within other media.

Coca-Cola can, for example, pay a TV series for showing that the actors drink Coca-Cola products, or for hanging advertising posters in the background of a scene in a film. In hidden advertising the advertiser is not visible, and the message does not appear as clearly as it does in direct advertising.