1.2 MEANING AND SIGNIFICANCE
For the common men advertising means television commercials, radio jingles and print advertisements.
Advertising can be defined as a paid dissemination of information through a variety of mass communication media to motivate adesired action.
According the ‘concise oxford dictionary’ the verb, ‘to advertise’means: to make generally or publicly known.Jeremy Bullmore defines advertising as ‘
Advertising is any paid –forcommunication intended to inform and /or influence one or more people’
.Here, the first element paid for distinguishes advertising from free publicity. Thesecond element communication indicates transmission of messages and the use of amedium. The third element intentional is about advertisements being goal-oriented.Fourthly, inform and/or influence indicates about the persuasive nature of advertising.One of the earliest definitions of advertising was: ‘
The dissemination of information concerning an idea, service or product to compel action inaccordance with the interest of the advertiser’.
This definition tells us about advertising being a kind of communication about a product, service or idea, and is being goal-oriented. However, it does not includemany important aspects of advertising.Thus, Advertising can be best defined as:
‘any paid for non-personalcommunication used with persuasive intent by identified sponsors thoughvarious media to promote goods, services and ideas, etc.’
Today advertising is a part of our everyday life. It is all around us. We cannotescape looking at it or listening to it. Even if we are not consciously looking at it or listening to it, the message of advertising reaches and influences us. It is oftenrecorded somewhere at the back of our minds and is recalled when we are buyingsomething or looking for a particular service.