ADVERTISING COMMUNICATION PROCESS
ADVERTISING COMMUNICATION PROCESS
Advertising as
communication has often been studied from information processing view i.e. how
audiences process information encoded in an advertising message. There are Various
information processing models, that have
described the communication between the advertisers and audiences through mass
media.
1. St
Elmo’s AIDA model.
Attention – Interest – Desire – Action The model explains how the audience or recipient of advertising processes information and responds to the advertising product in his/ her decision making process.
American advertising and sales pioneer Elias St. Elmo
Lewis created
THE PHRASE AIDA IN1899.
1. The
AIDA Model Lewis talked about “catching the eye of the reader to inform him.”
2. The
model explains how the audience or recipient of advertising processes
information
3. and
responds to the advertising product in his/her decision making process.
4. The
advertisement is created with the intention to gain attention of the audience.
After catching the eye, the advertisement through mascots(symbols),
celebrities, stories aims to attract the interest of the audiences so that
benefits, attributes of the product can be conveyed to build desire for the
product in the advertised mind which will prompt an action.
ADVERTISING
COMMUNICATION PROCESS:
a. Advertising
suffices to inform, persuade and remind people about a good or a service.
Through advertising, a sponsor (a manufacturer/producer) aims to communicate
with large number of audiences,
b. mass
media serves as the channels of communication whereas for a niche group or set
of audiences,
c. interactive
media acts as the channel.
Therefore, advertising is both mass
communication and interactive communication depending upon the nature and
extent of audience reach. Advertisers use channels of mass communication to
diffuse deliberately constructed messages in order to persuade the audiences
and gain AIDA from them.
ADVERTISING AS PERSUASIVE COMMUNICATION:
As opposed to all communication is
persuasive, G.R. Miller recognized specific communicative acts that lead to a
pre determined element in persuasion.
Advertising falls under the definition
of persuasive communication as the ad messages intend to shape, reinforce or
change the responses of others (Stiff & Mongeau, 2016).
Advertising as persuasive
communication underlines the deliberate intention behind creation of message.
ADVERTISING AS SOCIAL COMMUNICATION:
Advertising is social communication
as it recognises the interplay between society, audiences and ad messages.
Advertising mirrors a society when it employs
symbols, words and visuals to portray prevailing societal values and norms. The
audiences are not an aggregate of individual consumers without any social
context but are in fact immersed in their social setting
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