The world of advertising is worth billions of pounds every year and is used by all types of businesses, from small one-person shops to franchises or large multinationals.
The secret to advertising success starts with knowing how to create advertisements and then learning which platforms to choose and how to achieve maximum exposure.
Advertisements: a definition
In today's world, where information is constantly flowing, advertisements act as bridges between businesses and consumers.
Advertisements present products, ideas or services in an attractive and persuasive way.
But what are advertisements really and what is their main purpose?
What are advertisements and what is their purpose?
Advertisements are messages designed for the purpose of informing or persuading readers or viewers about products, services, ideas or events.
They not only serve as vehicles of information, but are also marketing tools that aim to capture audience attention, evoke an emotional response and prompt action.
Making an impression
The main purpose of an advertisement is to influence public perception or behavior.
For businesses, this translates into:
- Boosting sales
- Improving brand recognition
- Positioning a product in a specific way in the market
However, not all advertisements are meant for commercial purposes.
Some advertisements raise awareness about social, health or environmental issues.
To achieve their purpose, advertisements rely on creative strategies, market research and psychological techniques that try to connect with the desires, needs and values of the target audience.
Whether through images, sounds, texts or a combination of these, an effective advertisement must be memorable and linger in the minds of its audience.
Related: The complete video marketing guide
Types of advertising
There are many types of advertisements, but below we show you 10 of the most common ones and their main characteristics:
- Print ads: Published in magazines, newspapers or brochures. They are distinguished by their static and tactile format.
- Television advertisements: They are broadcast on TV and are usually dynamic, with audio and video.
- Radio ads: These are broadcast on radio stations and are based exclusively on audio.
- Digital banners: These appear on websites. They are visual and often interactive.
- Social media ads: Designed for platforms like Facebook, Instagram, Twitter or TikTok, they are usually visual and target a specific group of people.
- Email announcements: Sent directly to the user's inbox.
- Outdoor ads: Like billboards, they are designed to attract attention in public spaces.
- Native ads: These are integrated into digital content, such as articles or videos, and are less intrusive than other types of ads.
- Online video ads: Short clips shown before, during or after videos on platforms like YouTube.
- Point-of-sale ads: Located in physical stores, they promote products directly where they are purchased.
Related: Get inspired with these digital design trends
Examples and outstanding cases of advertising
Throughout history, there have been advertisements that have left their mark and have become iconic.
- For example, Apple's '1984' ad, which aired during that year's Super Bowl, is widely recognised for its creativity and boldness. Using a dystopian aesthetic, this ad presented the Macintosh as a tool of liberation from conformity.
- Another notable case is Dove’s ‘Real Beauty’ campaign. This campaign challenged traditional beauty standards by showcasing women of different ages, sizes and ethnicities, celebrating diversity and authenticity. Not only did it resonate with many people around the world, but it also sparked a significant debate about representation in the media.
- Department store John Lewis excels at advertising, especially at Christmas. Its 'Long Wait' ad clocked up 400 million YouTube views alone.
- Finally, public service announcements have also had a profound impact. The ‘Think’ campaign in the UK, which was designed to raise awareness of road safety and issues like speeding, has reduced child road deaths by 90% since records began in 1979.
These examples highlight the power of commercials to not only promote products, but also to change perceptions and affect behaviors.
Whether for marketing or awareness-raising purposes, commercials are essential tools in modern communication.
Advertising to children: considerations and responsibility
Advertising aimed at children requires a special approach due to the vulnerability and impressionability of this audience. Minors do not have the same ability as adults to discern the commercial intent of an advertisement or to question its veracity.
Therefore, advertisers' responsibility is greater when their target audience is children.
- First, it is essential that advertisements aimed at children are transparent and not misleading. Exaggerations can be interpreted literally by children, which can lead to unrealistic expectations. For example, if a toy is shown flying in an advertisement it should be made clear that it cannot do so in real life.
- Additionally, it is vital to consider the ethics behind promoting certain products to children. Advertising unhealthy foods has been a controversial topic, given the rise in childhood obesity. Brands need to be aware of the long-term effects of their messages and consider the social and health implications.
- Finally, the content of the ads must be appropriate for their audience. This means avoiding images, words or concepts that may be harmful or inappropriate for children.
Although advertising for children can be a powerful tool for brands, those responsible for it must be aware of their great ethical and social responsibility.
Images in advertising: importance and visual effectiveness
We live in an era dominated by images. Photos and illustrations in advertising play a crucial role in capturing the public's attention and transmitting messages.
A powerful image can say more than a thousand words.
When used correctly, it can be the determining factor in the success of an advertising campaign.
Why? Images have the ability to evoke emotions quickly. Whether it's happiness, sadness, nostalgia or excitement, a carefully selected image can connect with the audience on an emotional level. This can result in a more effective ad that is also more memorable.
Furthermore, in an information-saturated society, where consumers are constantly bombarded with messages, images offer a quick and direct form of communication.
An attractive visual design can make an advertisement stand out from the crowd, capturing the viewer's attention and motivating them to take action.
Of course, the effectiveness of an image also depends on its relevance and authenticity. Images that feel forced or don’t align with the ad’s message can have an adverse effect. However, when chosen and presented appropriately, an image can be an ad’s most valuable asset.
Editor’s note: Attention-stealing visuals are essential for getting noticed online. Use GoDaddy Studio to design professional-quality images for ads, social posts and more.
Advertisements: Utility and structure
Advertising is an omnipresent element in British society and in the rest of the world, with commercials being its most visible and direct representatives.
These are the way in which brands and organisations communicate their value propositions to their target audience, but how do they work and what is their basic structure?
What are advertisements for and how are they composed?
Advertisements have two main objectives: to inform and to persuade.
- They inform the public about a product, service or idea, offering details, benefits or features.
- At the same time, they seek to persuade or influence the decisions and perceptions of the public by motivating them to act, whether by purchasing a product, adhering to an idea or adopting a specific behavior.
As for what advertisements are made of, their basic structure is usually divided into three essential components:
- Headline: This is the first impression, the hook that captures the viewer's attention. Its job is to intrigue or generate interest so that the reader wants to know more. A good headline is direct, relevant and evocative.
- Body or content: This is the informative section of the ad. The features of the product or service, its benefits and sometimes testimonials or evidence to support the proposal are detailed here. The key is to be clear, concise and persuasive, presenting the information in a way that resonates with the needs or desires of the people most likely to buy.
- Call to Action (CTA): This is the motivational end of the ad, where the audience is encouraged to take a specific action, such as buying, subscribing or contacting. It should be clear and direct, telling the audience exactly what they are expected to do next.
Together, these components work in harmony to create a cohesive and effective promotional message.
While the basic structure is often consistent, the creativity and strategy behind each ad varies widely depending on the brand, audience, and medium in which it is presented, offering endless possibilities to communicate and connect.
However, if the intention of the advertisement is to direct the public to a website, do not forget to hire a quality web hosting service that guarantees full availability and the best possible loading speed. You don't want to drive people to a website that loads slowly or not at all.
In addition, registering an attractive domain for your business is essential to occupy a prominent place in the memory of your clients. So remember to take care of these types of technical details!
Related: How to choose a domain name