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.1. American advertising and sales pioneer Elias St. Elmo Lewis coined the phrase AIDA in1899. 

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