Communication is a process in which a sender transmits a symbolic message to a receiver who attaches meaning to the message he/she receives while advertisement is a form of mass communication through the media, used to persuade certain potential customers to purchase a particular product of a company. So, is advertisement a communication tool? The answer will be absolutely positive.
In the field of communication, people had started to recognize the importance of advertising which has become a communication tool in the field of all types of business. Although advertising might be just one of the pillars of communication, it is hard to deny that advertising is seen as the primary tool to develop a business. Advertisement lends the target customers through stages such as awareness, conviction and the last but not the least, action. When customers are aware of an advertisement of a certain product, and are mentally convinced by the advertisement to purchase the product, they will take an action.
As a consumer, have you ever wonder what are the tasks of communication in an advertisement? Advertisement is used to alter consumers’ thoughts with pleasing ideas or information about the product. Besides that, advertisement is also communicating customers about the properties of the product. In an advertisement, there is verbal communication as well as non-verbal communication. Non-verbal communication is a powerful communication tool used for advertisement as compare to verbal communication and it brings out a better effect.
Non-verbal communication provides information to the customers and indirectly influences the customers’ beliefs and decisions. For instance, an advertisement showing a sexy girl holding a “body shaping cream” will capture the attention of its target customers, and boost up its sales figures.
In conclusion, verbal communication and non-verbal communication are simple and easy to understand communication technique used in an advertisement. Besides that, they are also the most effective approach to capture the attention of the customers.
Posted by E-hua