What Does Advertising text Mean
The advertising is the state or quality of public, although the concept often referring to the disclosure of commercial ads . Advertising is what belongs to or is related to advertising.
A text , on the other hand, is a composition of signs encoded in a system , which forms a unit of meaning and has a communicative intention.
These two notions allow us to define the advertising text , which is one that tries to attract the attention of potential consumers regarding the product or service that you want to promote .
Specifically, we can say that an advertising text has two objectives: to publicize a product and encourage the public to purchase it.
The advertising text can be developed from argumentative texts (since they state the reasons that should lead the consumer to buy the product or contract the service), descriptive texts (with the details and characteristics of what is intended to be commercialized) and narrative texts (when a short story is told with the intention of presenting what was announced).
In addition to these characteristics, it is necessary to underline the fact that all advertising text is based on two fundamental principles: proximity to the receiver and the economy. This is how it manages to attract the attention of the citizen, in a short, direct and interesting way.
In the same way, it should not be overlooked that the message that shapes this type of text can fulfill one or more functions:
Complementary. This work is carried out by the advertising text when it provides information or meanings that the accompanying image does not have.
Of intrigue. It occurs in cases in which it is giving by successive deliveries various data. In this way, it is possible to have the attention of the receiver monopolized as curiosity is aroused.
Locator. This is the function carried out by the text which is intended to fix certain images.
Identifier. In this case, it is what it performs when it simply proceeds to present the product in question.
Many are the resources that are used when making an advertising text because basically what is sought is to get the attention of the public and "get into" their head. For this reason, elements such as metaphor, hyperbole, synaesthesia, phoneme games, the exhortative tone or neologisms are frequently used.
The purpose of an advertising copy is always persuasion . For example: "Buy this chocolate made with cow's milk" is a text that, if it pretends to be an advertisement, has little persuasive power. Different would be a text that mentions "Buy the richest chocolate, made naturally with cow's milk from our own farm and subjected to the most rigorous quality controls . "
The ad copy is likely to include a tagline or tagline . It is a phrase that is used repeatedly to identify a brand or fix an idea. An example of a catchphrase is "Think different" by Apple or "Impossible is nothing" by Adidas .