The Creative Media Sector: The Sector Edition: Advertising

Advertising is the creative outlet for a brand or company to promote their products or services onto the public to gain a wider audience and success. It's done in a way that will stick in the minds of the consumer, to persuade and advise them into thinking their way is the best way.

As well as being a promotional tool as well as being a promotional tool to sell something, it can also be a public service to inform the public of useful information about health, global issue, dangers etc.

The majority of content distributed today heavily relies on the use of advertising. Magazines are partially funded by the adverts they place within the publication, ie, Vogue usually has around 150 pages per issue that are solely brand and company advertising images, some brands will have a 4-6 page spread whilst others may have multiple 2 page spreads throughout the issue. In March 2014's issue of Vogue (432 pages), 243 pages were actually outsourced adverts, that's without what the publishers Conde Nast were actually advertising from the rest of their publications. Suddenly you realise that you're actually spending £3.99 per month for adverts that more than cover the cost of producing this actual magazine.

That being said, once the collection and obsession has started, it's hard to refrain from continuing to purchase it! Maybe those Céline and Chanel spreads are worth it.

Handbag brand Mulberry's advert

Céline advert

Not only is advertising vital to magazines, most television channels survive off the money provided from companies wishing to show their adverts during the breaks in between programmes. Especially if shown during prime time, it's considerably more expensive to have your short clip shown because of the higher rating of audience. The same goes for radio.

The BBC is the exception to the advertising industry as it is funded by license fees from the public.

Back during the World Wars, propaganda was used to recruit men for the army, it was very powerful and useful in raising awareness. (See famous propaganda below)

In the opening image (above), you can see McDonald's used a powerful form of advertising by painting an iconic fries carton on an American road, using the yellow crossing lines as the actual fries. Immediately you know it's for the fast food restaurant and this most probably indicated that there is a nearby McDonald's restaurant due to the major advertisement. It's clever and would no doubt have you telling your friends about it, bringing the company to the forefront of your mind and convincing you you're hungry enough for a big Mac or a McChicken Sandwich.

Advertising comes in many forms;

- Newspapers

- Magazines

- Online advertisements

- Television commercials

- Outdoor advertising (billboards, posters etc)

There are five different advertising departments;

- Account services

- Creative

- Productions

- Media

- Other services