Explanatory Synthesis of Readings, Essay Example

How Language and Communication Strategies are used in Advertising

Introduction

In a world controlled by the strong forces of media and developmental commerce, advertising is considered to be one of the most definite tools that identify well with the desire of organizations and business operations to influence the market and become more effective in their desire to sell out their products to such individuals. Relatively, this is why the birth of strategic marketing has been considered one of the most important developments in persuasive communication that has been introduced to the world during the onset of the 19^th century. People had developed an inkling to do more than just sell to the people, business developers have been eager to influencing the perception and the thinking process of the buyers in the market thus giving themselves a better chance to actually sell their products in a more effective way. Nevertheless, embracing the aspects of development in marketing is not that easy; it takes effective strategy in communication to be able to create a specifically influential piece of advertisement that the public would be able to respond to. In this discussion, a relative examination on the ideas of William Lutz, Charles O’Neill and Joseph Turow shall be given attention to as the definition of effective use of communication and language in advertising is being defined.

What is Advertising?

The influential way of a person or a group of individuals working on a particular business or product in defining how the society would be able to appreciate what they do or what they offer; this is the primary foundation of advertising. O’Neill specifically identifies this element of business operations as the core source of competence of any business organization that defines their capacity to make an impact to the society and how the people in it would respond to their call for attention. Joseph Turow supports this idea by considering the fact that humans respond to particular communication messages differently; thus, if an organization knows how to utilize strategic language to communicate their message to the public, then they would likely be able to get their attention and bring them into a realization of wanting to buy the products or appreciate the services given by particular organizations.

William Lutz on the other hand simply defines advertising as the art of selling through words, actions and other elements that constitute the foundation of effective and persuasive human communication. True to its sense, marketing and advertising go hand in hand; with the utilization of concise but highly impacting messages, most organizations are able to create an image for their business, their products and/or services, and have the society give attention to what they have to say and what they have to offer. Turow further points out in relation to this that the art of selling has already changed through the years due to the changing attitude in the market. For this reason, marketing strategies vary from one generation to another and business organizers and operators should be able to go with the flow of such adjustments accordingly.

To communicate to the market, business owners need to know what the market needs, what they desire and what they demand from the businesses surrounding them. Market surveys and interviews as well as market observation operations are only among the strategies used by business organizers as they take into account the proper communication approach that the market they are targeting would likely respond to. Undeniably, both Lutz and O’Neill give a defining indication that such approach to advertising is the core source of success among most business organizers and operators at present.

Conclusion

The practical ways of defining the market’s reaction towards a particular advertisement is a very important concern for business owners at present. Without the existence of such definition, the proper way of communicating to the market may not be established as strongly as desired by most business organizations today. Knowing what the people being addressed want to hear is a particular edge for specific businesses to improve their status in the field of market competition. However, undergoing such research is not that easy. As discussed herein, business organizers need to know more than just having a few information about their product and what it provides; they must be able to identify the factors that make their products practically connected with the lives of the people they want to serve in the market. Knowing such connection shall allow them to embrace practical ways of communication that could help them spur out a good sense of direction that could actually give them a better chance of determining their success in the industry.

Sellers all have one thing in common as mentioned by Lutz, and that is the desire to get as much profit from their efforts of business operation. In this case, every business operator should know that the competition is tough and engaging in it would require one’s strategic eye for him to get the attention of the market and influence the way they are to accept whatever the business may want to offer through the effective use of language in communicative advertising approach. Businesses that know their goal often define their advertisements based on such purposes of existence in the market. With such strategy, they are able to create communicative pieces of advertisement that does entice the attention of the people in the market they specifically want to influence and convince in relation to how they would accept he products that these organizations offer.

References

Lutz, W. “With These Words, I Can Sell You Anything”.

O’Neill, C. “The Language of Advertising”.

Turow, J. “Targeting a New World”.