YES, YOU'VE FOUND IT!!!!
NICK'S AMAZING ADVERTISING WEBSITE...
This website is designed to supplement Chapter 8 of Essentials of Business Communications by Guffey
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YES, YOU'VE FOUND IT!!!! NICK'S AMAZING ADVERTISING WEBSITE... This website is designed to supplement Chapter 8 of Essentials of Business Communications by Guffey
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|
Advertising is persuasion. And persuasion usually uses the indirect strategy or AIDA.
| A | = | Attention (you must get the reader's attention) | |
| I | = | Interest (you maintain the reader's attention) | |
| D | = | Details (this is your explanation/ your reasons/ your logic) | |
| A | = | Action (what's the next step that you want to have happen?) |
Advertisements can be written, aural, visual or a combination depending on the medium. For example, written and visual advertisements are found in magazines, billboards, posters etc. Aural advertisements are broadcast daily by radio. Television and web-based advertisements often incorporate written, aural and visual techniques.
Regardless of whether an advertisement is written, aural and/or visual, all advertisements are forms of persuasion; that is, they attempt to convince you to part with your money to buy a product or service. Consequently, they all use a version of the indirect strategy.
As Guffey says, the
| Opening | (beginning of the advertisement ) captures the attention of the target audience. | |
| Body | appeals to the target audience; emphasizes a central selling point; creates a desire for the product; | |
| Closing | stimulates the target audience to act. |
