35 Search the web to find three claims of public service advertising and then compare them with your classmates to decide which is the most effective. ADVERTISING CATEGORIES AND STYLE Depending on the focus and the aim of an advertising campaign, it is possible to identify different types of adverts. Ad categories See unit 2.2. Product advertising focuses on a product or service on sale. Its objective is to promote the benefits of the product and build the reputation of the manufacturer s product. In particular, pioneering advertising refers to the launch of a new product on the market; reminding advertising recalls the known product to the mind of customers; competitive advertising aims at asserting the superiority of a product or service over competition; comparative advertising happens when a competitor product is mentioned by name and two brands are explicitly compared. Institutional advertising focuses on establishing confidence and generating reliability on the organisation as a whole. In particular, enhancing corporate identity advertising aims at maintaining a favourable attitude towards the brand and its goods or services; advocacy advertising supports a matter of common interest, gives the company s opinion on it and thus, indirectly, improves the company s reputation; to assert: affermare consistent: coerente enhancing: migliorativo 80 Public service advertising is used to promote social welfare and raise awareness among the audience about social causes or health problems. MArKeting And Advertising Advertising styles Each ad campaign must be consistent and decide on a common approach, so it must focus on choosing: a line of appeal, which consists of using or making reference to the motifs that talk directly to customers desires or fears (such as rich and luxurious lifestyles, happy families, successful careers, or guilt); a technique, which can be, for example: common sense: challenging the consumer to think of a good reason why not to buy the product; humour: making the customer laugh and therefore making the company more likeable; repetition: making the customer remember the product by repeating key elements; facts and statistics: using numbers, proof points, and real examples to show how good the product is.