Contemporary Advertisement

Advertising Language: Targeting, Branding and Language.

Targeting

One of the main buzzwords in advertising and marketing companies is niche marketing, which is a strategy in advertising that labels consumers by segmenting them into groups. Instead of trying to reach a mass audience, a business will try to identify a target audience. For example, The Discovery Channel targets upscale, educated adults aged 25 - 54. Moreover, they have identified a number of smaller, specific audiences within that group. By doing so, the television company can tell advertisers in what show time to best place their ad.

Another example of niche marketing occurs during televised sports, which target young, single males. A large quantity of the advertising during sports programming is about beer, cars, and computers. For example, if a car manufacturer is selling a sleek new sports car, they might choose to advertise when the Grey Cup is on. This advertising has been targeted to the 25 to 45-year-old male, the demographic most likely to watch the Grey Cup.

When advertisers assess their target market, they ask the following questions:

• Who is your target audience?

• What is their gender?

• What is their age?

• What is their socio-economic status?

• What is their education?

• What are their hobbies/interests?

• What do they read?

• What shows do they watch?

• Where is your target audience located?

• What products are they already devoted to?

Yes, advertisers are after you! Most businesses with products to launch will first complete extensive market research to determine what you, the consumer, want. Then they will spend large amounts of money to convince you to buy.

Branding

Branding is the result of a combination of influences: the company name, regularly used design features, logo, advertising campaigns, and even product characteristics that become generally recognizable.

A well-known brand is generally regarded as one that people will easily recognize, even if they do not know about the company or its products.

Just do it! - An example of branding. Nike's signature slogan, "Just do it!," is from a highly successful and long-lasting advertising campaign. Its curved check mark logo (the "swoosh") and its powerful association with running shoes and athletics are all part of the company's brand. The Nike brand evokes a sense of fitness and health. It also makes people think about big sports stars like Tiger Woods and Michael Jordan who live the Nike lifestyle and live in the Nike clothes and shoes.

No matter where you go in the world, Nike is easily recognizable for these features. Even in impoverished nations and circumstances, wearing the Nike brand isn't uncommon-so powerful is the appeal of the brand, that some will fight to get the Nike look even before they buy much needed food.

Branding is also an elaborate use of something loosely called imagery. Imagery in advertising tends to appeal to a certain lifestyle. Promises of adventure, success, admiration, sexual conquest, physical strength, and even immortality are promoted in advertising imagery.

"I'm lovin' it! says McDonald's.

"Think Different!" exclaims Apple Computers.

The language of advertising is crucial. With their carefully selected words, businesses communicate not only the important information about what they are selling, but also their brand, the lifestyle image, and the emotional appeal.

Analyze the influence of an ad by examining its language or words. Many ads use carefully chosen words to make certain claims. The claim is the verbal or print part of the ad that uses some statement about the product's superiority.

Look through the slideshow to learn about specific advertising language.

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