Unwin in 1974 said 'advertisements are unique composites of words and pictures, sounds and movement, and symbols and slogans' in essence Unwin is right, all advertisements are composed of these things, but now in 2015 I think advertisements have more, they have the ability to evoke emotion and change behaviour, that is not merely as result of the things its composed of but the thought and effort that go into it.
Fill, C (2013) describes advertising as 'big business, it helps to drive economies, provide employment, circulate cash and enable growth'. Richards and Curran (2002) define it as 'a paid, mediated form of communication from an identifiable source designed to persuade the receiver to take some action, now or in the future.' I agree with this definition, although advertising can be used in other ways that does not necessarily need an action, such as raising brand or product awareness and brand values.
Advertising proves to be a difficult subject to define as the world and the people in it changes,
you can see this from the difference in the 1974 definition compared to the 2002 one, the former
definition doesn't account for the outcome of the advertising or its reasons, its more of a mechanical definition. In 1974 they didn't have as many platforms for communications that are available now. Technological advances has meant that brands now have an digital method of engaging with consumers and a clearer understanding that they need to make proper use of this. WARC (2014) research states 'always-on customers demand authenticity and utility, want to share and collaboratively consume, they have a voice and they demand to be heard – now.' They believe the future of marketing should be about customer experience, which does change the role of advertising from what Unwin thought it was in 1974, advertising now is not just simply about the advertisement it is about involving, engaging and entertaining customers.
Fill, C et al (2013). Advertising strategy, creativity and media. Essex: Pearsons education limited.
Richards, J and Curran, C (2002) Oracles on 'advertising': searching for a definition, Journal of Advertising. 63-77
Richards, J and Curran, C. (2002) Oracles on 'advertising': searching for a definition, Journal of Advertising,. 2, 63-77
Unwin, S (1974) How culture affects advertising expression and communication style, Journal of Advertising. 24-7
WARC. (2014). How to design the marketing organisation of the future: Organising around the customer experience. Available: http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=2de02575-8585-4bde-b475-8ee1f2d7d68a&q=integrated+marketing+best&CID=A103959&PUB=WARC-RESEARCH
Fill, C (2013) describes advertising as 'big business, it helps to drive economies, provide employment, circulate cash and enable growth'. Richards and Curran (2002) define it as 'a paid, mediated form of communication from an identifiable source designed to persuade the receiver to take some action, now or in the future.' I agree with this definition, although advertising can be used in other ways that does not necessarily need an action, such as raising brand or product awareness and brand values.
Advertising proves to be a difficult subject to define as the world and the people in it changes,
you can see this from the difference in the 1974 definition compared to the 2002 one, the former
definition doesn't account for the outcome of the advertising or its reasons, its more of a mechanical definition. In 1974 they didn't have as many platforms for communications that are available now. Technological advances has meant that brands now have an digital method of engaging with consumers and a clearer understanding that they need to make proper use of this. WARC (2014) research states 'always-on customers demand authenticity and utility, want to share and collaboratively consume, they have a voice and they demand to be heard – now.' They believe the future of marketing should be about customer experience, which does change the role of advertising from what Unwin thought it was in 1974, advertising now is not just simply about the advertisement it is about involving, engaging and entertaining customers.
Fill, C et al (2013). Advertising strategy, creativity and media. Essex: Pearsons education limited.
Richards, J and Curran, C (2002) Oracles on 'advertising': searching for a definition, Journal of Advertising. 63-77
Richards, J and Curran, C. (2002) Oracles on 'advertising': searching for a definition, Journal of Advertising,. 2, 63-77
Unwin, S (1974) How culture affects advertising expression and communication style, Journal of Advertising. 24-7
WARC. (2014). How to design the marketing organisation of the future: Organising around the customer experience. Available: http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=2de02575-8585-4bde-b475-8ee1f2d7d68a&q=integrated+marketing+best&CID=A103959&PUB=WARC-RESEARCH