Definition of advertising discourse
Advertising discourse
Advertising discourse is a discourse used to influence individuals based on the use of available media , which helps to convey this discourse to a particular category or to a large number of people. It is considered a type of advertisement. [1] The publicity discourse is also defined as the declaration of a set of information that contributes to the description of a commodity in order to connect it to as many individuals as possible in the commercial market . [2] Another definition of an advertising discourse is the use of spoken or written words, and a method of addressing, in order to communicate with the public and introduce it to the idea of what may have been unknown in the past. [3]
Foundations of the public discourse
There are a number of foundations on which to build the discourse of publicity: [4]
Effects : One of the first foundations of an advertising discourse; it contributes to attracting individuals, either through acts or words to identify the product. The types of effects used in the advertising discourse vary, some of which are to clarify the advantages of the product, or the benefits it offers to its users, or to provide it at a price acceptable to all. The success of these impacts depends on two main factors:
Psychological and physiological factors are those that affect individuals through the use of the forms and colors of products made by advertising. The more it affects the physiology of the individual, the more it encourages him to obtain it.
Natural psychological factors: They affect individuals through the special nature of the products; when the product achieves a basic need in individuals, then they buy it.
Simulation applications and individual tastes : rely on the drafting of the speech Alachhara in accordance with the requests of individuals, which constitute a means of affecting publicity ; it is important to include all the information that contribute to the provision of individual requests, which leads to their interaction with the speech Alachhara.
The use of persuasion : An important basis in the discourse of advertising; because persuasion is one of the means affecting individuals, it is important to use sentences, words and vocabulary that contribute to enhance their conviction in obtaining the product, or service offered through the discourse of advertising.
Application of marketing offers : a series of presentations that are considered a partner for publicity in the publicity ; it is also keen to advertise new products, it is important to provide marketing offers with them contribute to encouraging individuals to get them.
The objectives of the public discourse
The speech aims to achieve a set of goals, namely: [5]
To secure the necessary publicity in order to obtain the right consumers and customers to successfully provide services or sell the goods produced by the company , and put them on the market.
Contribute to reducing the costs of advertising, through the formulation of a set of innovative ideas that help to attract consumers by relying on many new and innovative means of marketing products.
The use of the opinions of managers and experts in the field of marketing and advertising , which contributes to the development of appropriate strategic plans for the implementation of public discourse, and help in achieving its goal.
Support the development of enterprises and companies, and establish a set of alliances between them. This helps to increase the volume of investments and develop their job performance which is reflected positively on the consumer demand for goods and services.
Enhancing the credibility of the company in competition with other companies because public speaking speeches are supported by plans of action that are planned in advance over a certain time period. When the company announces real and applicable ideas, it can succeed in its work.
Obstacles to advertising discourse
Affecting the success of the public discourse in achieving its objectives is a set of obstacles, the most important of which are: [6]
Political crises are the crises affecting the various sectors of business, especially those that result from internal or external wars, and prevents the application of any ideas aimed at promoting the discourse of advertising; as the productive companies stop manufacturing new goods, and service companies lose the ability to put a group of New Services.
Employee dissatisfaction : Obstacles caused by internal factors in the company's environment. A group of employees may invoke a particular idea, or there may be no consensus between the production and management department of ideas about the new product, With its main function.
Influence on rumors : It is one of the obstacles that depend on the role of the media in promoting competition between companies. Some of these means may spread false news or information about a company, which leads to its failure to deliver its advertising speech; The community has been affected by these rumors and circulated among the people intensively.
The means of public discourse
The publicity discourse is used to apply correctly a variety of means, including: [7]
Posters are a group of papers that are attached to billboards or walls, which contain the content of an advertising discourse. It is also one of the most important means of advertising . It is used extensively in many places to advertise certain things, such as Real estate advertisements for rent or sale, or special ads in candidates for parliamentary elections.
Billboards are very large paintings that are placed in the main roads and areas to be viewed by as many people as possible, and contain more details about the discourse of advertising. These paintings often include pictures and animated scenes that contribute to increasing people's interaction with them.
Websites News : is a collection of sites that exist within the network of the Internet , most companies use to keep up with recent developments in the announcement of the new goods and services offered in the market; it is possible that these sites offer many of the methods and tools that help in the deployment of the various ads, or Directly to customers, and this contributes to the success of advertising discourse in increasing the rate of financial revenues of the company.
References
1- ↑ "Publicity" , Business Dictionary , Retrieved 26-12-2016. Edited.
2- ↑ "publicity" , Oxford Dictionaries , Retrieved 26-12-2016. Edited.
3- ↑ "publicity" , Dictionary.com , Retrieved 26-12-2016. Edited.
4- ↑ Omar Kush, "The Advertising Image" , Al Jazeera.net , read it on 26-12-2016. Acting.
5- ↑ Laura Lake (19-12-2016), "What is Publicity and Why Is It Important?" , The balance , Retrieved 26-12-2016. Edited.
6- ↑ "Publicity" , Encyclopedia.com , Retrieved 26-12-2016. Edited.
7- ↑ "Types of Publicity" , Baylor University , Retrieved 26-12-2016. Edited.
By Dana Alwahdine