U N I T 3 ADVERTISING COMMUNICATION In this Unit we will introduce some more concepts about advertising. Through the analysis of different kinds of advertising communication, we will learn about brand, corporate and product advertising. Meanwhile, we will examine how advertising for social purposes works and which authority investigates the Codes of Advertising. A. COMMERCIAL AND NON-COMMERCIAL ADVERTISING When it comes to advertising, we generally think of a communication of a commercial nature, aimed at the promotion of consumption, at the development of sales and which, in a systematic way, will affect the behaviour and choices of individuals with regard to the consumption of goods and use of services. The purpose of advertising is to stimulate a disposition for consumption and, before that, an intention to buy. Effective advertising is the ability to create benevolence, friendship, sympathy toward the product (good will), to evoke the desire and the conviction that the product may be the only viable answer and the best possible solution. However, when considering the different objectives that advertising is intended to achieve, it is first necessary to make a, fundamental distinction between commercial advertising and noncommercial advertising. Commercial advertising is aimed at achieving economic objectives through the promotion of goods or services. GLOSSARY Non-commercial advertising intends to pursue aims considered to achieve: raggiungere useful to the public, through the promotion of ideas, opinions and attitude: atteggiamento attitudes considered to be of collective interest. consumption: consumo/i When speaking of commercial advertising, we usually think of the disposition: predisposizione promotion of a product; but as the goals may be different we can to evoke: evocare divide commercial advertising into product advertising, corporate goal: obiettivo advertising and brand advertising: good will: benevolenza product advertising is a particular product or company s product goods: merci is meant: è inteso line. it comes to: si tratta di corporate advertising is an institutional advertising, aimed at to pursue: perseguire promoting the company. sales: vendite brand advertising is meant to develop positioning and to increase toward: verso the value; it s a long-term advertising campaign, aimed at the viable: praticabile construction or maintenance of the image or brand. 104