NGHIÊN cứu SO SÁNH GIỮA NGÔN NGỮ QUẢNG cáo TRUYỀN HÌNH TIẾNG ANH và TIẾNG VIỆT

ABSTRACT
Nowadays, under the influence of the explosive growth of products and services
production, business and enterprises are under great pressure of highly competitive
business environment. Simultaneously, the development speed of mass media is
significant. By the way, manufacturers and services providers make the most of mass
media at the aim of competing with other opponents in terms of introducing and
advertising their products and services to customers and clients. It can be clearly seen
as advertisement.
i
TABLE OF CONTENTS
ACCEPTANCE PAGE………………………………………………………………
ACKNOWLEDGEMENT…………………………………………………………… i
ABSTRACT……………………………………………………………………………ii
TABLE OF CONTENTS…………………………………………………………… iii
LIST OF ABBREVIATIONS vi
Ad: Advertisement vi
Ads: Advertisements vi
TV: Television vi
vi
CHAPTER I: INTRODUCTION 1
Rationale 1
3. Research questions 2
4. Methods of the study 3
3
3
CHAPTER 2: LITERATURE REVIEW 4
2.1. An overview of advetising and TV brand advertising 4
2.1.1. Definition of advertising 4
2.1.2. The Principle of Advertisement 6
2.1.3. Types of advertising 7
2.1.4. Impacts of advertising 12

2.1.4.1. Economic impacts 12
2.1.4.2. Social impacts 16
2.1.4.3. Political impacts 18
2.1.5. Classification of advertising 19
2.1.5.1. Function-based classification 19
2.1.5.2. Region-based Classification 20
2.1.5.3. Targeted market-based classification 21
iii
2.1.5.4. Company demand-based classification 22
2.1.5.5. Desired responses-based classification 23
2.1.5.6. Media-based classification 23
2.2. Definition of TV brand advertising 24
2.3. The use of Vietnamese and English language in TV advertising and its efficiency 25
2.3.1. Weaknesses of using aspects of languages in TV Ads 25
2.3.1.1. Lengthiness and unimpressiveness 25
2.3.1.2. Culturedness – aestheticism 27
2.3.1.3. Copy, hackneyed cliché 27
2.3.1.4. Overuse of exaggeration 28
CHAPTER 3: RESEARCH METHODOLOGY 30
3.1. Introduction 30
3.2. Research method 30
3.3. Selection of subject: 31
3.4. Procedures of data collection 32
3.5. Procedures of data analysis 34
3.6. Summary 35
CHAPTER 4: RESULTS AND FINDINGS 35
4.1. Introduction 35
4.2.1. Comparison between strengths and weaknesses of English and Vietnamese TV Ads 36
4.2.1.1. Lengthiness and impressiveness 36
4.2.1.2. Culturedness and aestheticism 38

4.2.2. Remaining Weaknesses of both languages TV Ads 40
4.2.2.1. Hackneyed cliché 40
4.2.2.2. Overuse of exaggeration 40
CHAPTER 5: CONCLUSION 42
5.1. Summary 42
5.2. Limitations 42
5.3. Suggestions for further research 43
REFERENCES……………………………………………………………………… 44
iv


v
LIST OF ABBREVIATIONS
Ad: Advertisement
Ads: Advertisements
TV: Television

vi
CHAPTER I: INTRODUCTION
Rationale
In a world full of products and services, customers and clients are
overwhelmed with advertisements in which the implicit purposes by producers are
represented with a view to persuade more people to pay for their products and
services. One of major and popular types of advertisement that attracts statistically
the largest number of audiences as well as brings back the best effectiveness of all
is TV brand advertising. Thanks to TV brand advertising, consumers and clients
can easily take the necessary information about products and services and decide to
choose what to pay for. Conversely, producers can introduce their products and
services to consumers and clients, by that they persuade customers and clients to
use their products and services. Undoubtedly, TV brand advertising has a two-way

efficiency. Therefore, it must certainly contain secrets.
For that reason, linguistically, this study is going to partly “reveal” that secret
by analyzing language used in TV ad. As the maker of this study is a English
language learner, so the study will focus on English and Vietnamese. Through
analyzing “secrets” of TV advertising language of the two languages, the study will
make comparison between the two so that readers can have a better understanding
of this document.
1. Aims of the study
The study deals with the employment of languages in TV advertising. This
work is going to approach good and not good aspects, what advertisers achieved
and not achieved through using language in advertising. It will exploit directly
advertising language in Vietnamese and English. To find out the comparison and
1
contrast, the success and failure in advertising language, research will be done as
following:
(i) Qualitatively identifying the characteristics of languages applied in TV
advertising and to what extent it brings back success to the producers.
(ii) Investigating the success and failure of language use in advertisement. This
task will be done by analyzing samples advertisement collected from the language
respect.
(iii) Drawing conclusion and giving some recommendation for choice of
language use in advertisement for kinds of products and services.
2. Significance of the study
This research, together with other researches of the similar topics, is designed
with a view to partly contribute to the better use of language in advertising. That is
to say, this research will, to a certain extent, help advertisers recognize their faults,
mistakes, shortcomings in their own designed advertisements.
Besides, the research result also contributes to the academic knowledge of
languages (English and Vietnamese) in terms of comparison between strengths and
weaknesses of each language).

3. Research questions
Dealing with similarities and differences in the characteristics of the two
languages in advertising, the study is not aiming at giving a full answer which
covers all the matter in TV brand advertisement language. It is because that here is
just a student study, and then its scope must not “go to far”. Basing on what
searched and experienced, the maker of this study should like to go to find out the
answers for two big questions, which has been established as the focus of the study:
2
1. What are the comparison and contrast between English and Vietnamese TV
Ads?
2. What are strengths (or weaknesses, if any) of the language use in TV brand
advertising in both languages?
4. Methods of the study
• Subjects of the study: subjects of the study include 58 Vietnamese TV Ads and 50
English ones
• Data collection instruments: for the sake of variety of samples, TV Ads are
collected from as many sources as possible. Mainly, they are taken from: TV
channels, Internet, online websites, foreign and abroad mates, previous studies,
friends, teachers, experienced people in TV Ads field and my own experience.



3
CHAPTER 2: LITERATURE REVIEW
2.1. An overview of advetising and TV brand advertising
2.1.1. Definition of advertising
There are many definition of advertising, such as:
“The non-personal communication of information usually paid for & usually
persuasive in nature, about products (goods & services) or ideas by identified

sponsor through various media”. (Arens, Wei gold, Arens 2010).
“Any paid form of non-personal communication about an organization, product,
services, or idea from an identified sponsor”. (Blech & Blech 1998)
“Paid non-personal communication from an identified sponsor using mass media to
persuade or influence an audience”. (Wells, Burnett, & Moriaty 1998)
“The element of the marketing communication mix that is non personal paid for an
identified sponsor, & disseminated through channels of mass communication to
promote the adoption of goods, services, person or ideas”. (Bearden, Ingram, &
Laforge 1998)
“An informative or persuasive message carried by a non personal medium & paid
for by an identified sponsor whose organization or product is identified in some
way”. (Zikmund & D'amico 1999)
“Impersonal; one way communication about a product or organization that is paid
by a marketer”. (Lamb, Hair & Mc.Daniel 2000)
“Advertising is any paid form of non personal presentation and promotion ideas,
goods or services, by an identified sponsor” – A.M.A (American Marketing
Association) defined.
As recorded in scientific document, ancient Egyptians were the first people
who used advertisement. It was an Egyptian man in Thebes town who attached a
notice on the wall in about 3000 BC that was considered the first advertisement.
4
Nowadays, as the fast growth of production, advertisement is more and more
popular and developed. According to the website Wikipedia.com, “advertising is a
form of communication used to persuade an audience (viewers, readers or
listeners) to take some action with respect to products, ideas, or services. Most
commonly, the desired result is to drive consumer behavior with respect to a
commercial offering, although political and ideological advertising is also
common. Advertising messages are usually paid for by sponsors and viewed via
various traditional media; including mass media such as newspaper, magazines,
television commercial, radio advertisement, outdoor advertising or direct mail; or

new media such as websites and text messages.”
It has 6 major characteristics as follow:
+ Advertisement is the communication media which must pay a fee to be
broadcast.
+ The fee payer is an identified agent (person, organization, group, etc)
+ The advertisement content differs the products, which are being advertised, from
others. Main purpose of advertisement is to persuade customers and clients to buy
or use products or services.
+ it is conveyed to people in various media means
+ It approaches to a major part of potential customers
+ It is a collective media act
Advertisement is categorized into 9 main kinds including: brand advertising,
local advertising, political advertising, directory advertising, direct-respond
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advertising, business-to-business advertising, institution advertising, public service
advertising and interact advertising.
There are several means of advertising including 4 main popular means which
are TV, Press, Internet and Radio. Others are less popular and used like
advertisement on vehicle (buses), leaflets, affiche, package of products or post-
office (sending letters to households).
2.1.2. The Principle of Advertisement
Advertisement is an encapsulated communication about a product
(good/services), a clearly designed, concise, aesthetically appealing and content-
wise accurate communiqué intended to effectively persuade the target
audience(viewers/listeners/readers) to arrive at a decision as desired by the
advertiser often concerning the product (goods/service). Usually the aim of an
advertisement is to increase the sales of a product introduced into the market. The
advertisement will speak about the salient features of the product on offer and the
benefit the customer/consumer can derive out of the product. It can also educate the
target audience about the various other details such as the products cost,

availability, usage modalities, problems that may arise whiles using it and the
probable solutions to those problems etc.
Advertisement also is used to inform a mass of audience about various
socially relevant factors such as employment, upcoming events, contests or
elections or a host of other such events. Now newer media of advertisements are
emerging and growing. Internet based media like social networks, web portals,
trade portals etc. are some of those. Marketing managers conceptualise special
event simply to coercively communicate product related sales communications.
Normally the advertisements are prepared in such a way that they attract the
attention of the intended parties easily. Thoughtfully constructed copy
(words/diction of an advertisement), interesting visual or pictures, attractive
6
colours and designs, a uniquely arrived at theme, the central steam of thought, etc.
arouse interest of the customers, and help to retain the interest. Persuasive elements
of the advertisement drive the customers towards a strong desire to possess the
product. This finally leads them toward buying or possessing the product.
Professional managers don’t construe this as the final point in advertising. They
proceed for an extra mile to ensure the initial trial becomes a success and ensures
repeated clientele.
2.1.3. Types of advertising
Virtually any medium can be used for advertising. Commercial advertising
media can include wall paintings, billboards, street furniture components, printed
flyers and rack cards, radio, cinema and television adverts, web banners, mobile
telephone screens, shopping carts, web pop-ups, sky-writing, bus stop
benches, human billboards, magazines, newspapers, town criers, sides of buses,
banners attached to or sides of airplanes ("logo jets"), in-flight
advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof
mounts and passenger screens, musical stage shows, subway platforms and trains,
elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in
supermarkets, shopping cart handles (grabertising), the opening section

of streaming audio and video, posters, and the backs of event tickets and
supermarket receipts. Any place an "identified" sponsor pays to deliver their
message through a medium is advertising.
Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market
advertising format, as is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The annual Super
Bowl football game in the United States is known as the most prominent
advertising event on television. The average cost of a single thirty-second TV spot
7
during this game has reached US$3.5 million (as of 2012). The majority of
television commercials feature a song or jingle that listeners soon relate to the
product. Virtual advertisements may be inserted into regular television
programming through computer graphics. It is typically inserted into otherwise
blank backdrop or used to replace local billboards that are not relevant to the
remote broadcast audience. More controversially, virtual billboards may be
inserted into the background where none exist in real-life. This technique is
especially used in televised sporting events. Virtual product placement is also
possible.
Infomercials
An infomercial is a long-format television commercial, typically five minutes
or longer. The word "infomercial" is a portmanteau of the words "information" &
"commercial". The main objective in an infomercial is to create an impulse
purchase, so that the consumer sees the presentation and then immediately buys the
product through the advertised toll-free telephone number or website. Infomercials
describe, display, and often demonstrate products and their features, and commonly
have testimonials from consumers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcast as radio waves to the air from a transmitter to an

antenna and a thus to a receiving device. Airtime is purchased from
a station or network in exchange for airing the commercials. While radio has the
limitation of being restricted to sound, proponents of radio advertising often cite
this as an advantage. Radio is an expanding medium that can be found not only on
air, but also online. According to Arbitron, radio has approximately 241.6 million
weekly listeners, or more than 93 percent of the U.S. population.
8
Online advertising
Online advertising is a form of promotion that uses the Internet and World
Wide Web for the expressed purpose of delivering marketing messages to attract
customers. Online ads are delivered by an ad server. Examples of online
advertising include contextual ads that appear on search engine results
pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online
classified advertising, advertising networks and e-mail marketing, including-mail
spam.
Product placements
Covert advertising, also known as guerrilla advertising, is when a product or
brand is embedded in entertainment and media. For example, in a film, the main
character can use an item or other of a definite brand, as in the movie Minority
Report, where Tom Cruise's character John Anderton owns a phone with
the Nokia logo clearly written in the top corner, or his watch engraved with
the Bulgari logo. Another example of advertising in film is in I, Robot, where main
character played by Will Smith mentions his Converse shoes several times, calling
them "classics," because the film is set far in the future. I,
Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-
Benz logos clearly displayed on the front of the vehicles. Cadillac chose to
advertise in the movie The Matrix Reloaded, which as a result contained many
scenes in which Cadillac cars were used. Similarly, product placement for Omega
Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James
Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver

Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade
Runner includes some of the most obvious product placement; the whole film stops
to show a Coca-Cola billboard.
9
Press advertising
Press advertising describes advertising in a printed medium such as
a newspaper, magazine, or trade journal. This encompasses everything from media
with a very broad readership base, such as a major national newspaper or
magazine, to more narrowly targeted media such as local newspapers and trade
journals on very specialized topics. A form of press advertising is classified
advertising, which allows private individuals or companies to purchase a small,
narrowly targeted ad for a low fee advertising a product or service. Another form
of press advertising is the Display Ad, which is a larger ad (can include art) that
typically run in an article section of a newspaper.
Billboard advertising
Billboards are large structures located in public places which display
advertisements to passing pedestrians and motorists. Most often, they are located
on main roads with a large amount of passing motor and pedestrian traffic;
however, they can be placed in any location with large amounts of viewers, such as
on mass transit vehicles and in stations, in shopping malls or office buildings, and
in stadiums.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens.
These can be on dedicated vehicles built solely for carrying advertisements along
routes preselected by clients, they can also be specially equipped cargo trucks or, in
some cases, large banners strewn from planes. The billboards are often lighted;
some being backlit, and others employing spotlights. Some billboard displays are

10
static, while others change; for example, continuously or periodically rotating

among a set of advertisements. Mobile displays are used for various situations in
metropolitan areas throughout the world, including: Target advertising, One-day,
and long-term campaigns, Conventions, Sporting events, Store openings and
similar promotional events, and Big advertisements from smaller companies.
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye level, at the
ends of aisles and near checkout counters (aka POP—Point Of Purchase display),
eye-catching displays promoting a specific product, and advertisements in such
places as shopping carts and in-store video displays.
Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is
distributed out of an office, café, or drive-through coffee shop. This form of
advertising was first popularized in Australia, and has begun growing in popularity
in the United States, India, and parts of the Middle East.
Street advertising
This type of advertising first came to prominence in the UK by Street
Advertising Services to create outdoor advertising on street furniture and
pavements. Working with products such as Reverse Graffiti, air dancer's and 3D
pavement advertising, the media became an affordable and effective tool for
getting brand messages out into public spaces.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific stores or

11
products. Advertisers often advertise their products, for example, when celebrities
share their favorite products or wear clothes by specific brands or designers.
Celebrities are often involved in advertising campaigns such as television or print
adverts to advertise specific or general products. The use of celebrities to endorse a

brand can have its downsides, however. One mistake by a celebrity can be
detrimental to the public relations of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, China,
swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did
not want to associate with him after he was photographed smoking marijuana.
2.1.4. Impacts of advertising
As can be easily seen, it is not difficult for people to approach to information
these days. Therefore, there are lots of ways for them to do that. Some typical ones
are TV, newspaper, magazines, Internets or even leaflets. By those ways,
information of products and services are sent to customers and clients.
Advertisements are designed to convey ideas and intention of “sellers” to “buyers”.
Advertisements must show people good points of the products and/or services
which is being advertised. That is the reason why it must influence buyers’
psychology to persuade them that their choice is the best. The following session
will analyze impacts of advertisements on distinct respects.
2.1.4.1. Economic impacts
The first and foremost benefit of TV Ads that can be easily seen is the funding
for media. All sorts of advertisement took a huge budget from manufacturers and
services’ providers. The expense for advertising products and services takes a large

12
proportion in the production line. Especially, because of its effectiveness, TV Ad is
being considered the most expensive advertising form of all. We can refer to a
HTV TV Ad price list 2011 to see the high price of TV Ads:
PRICE LIST OF TV Ads2011
I

–HTV7 CHANNEL
UNIT PRICE: 1,000,000 VND
TIME TIME CODE POSITION PROGRAM NAME DURATIO

N
A.

From

5:00

till

12:00
5” 15” 30"
06g00 -
06g
20
7A3T 7A3T-S Sau HH, sau CT Thế giới ngày qua 2 4 6
06g20 -
06g
30
7A3N 7A3N-S Sau HH, sau CT Năng động du lòch Việt 2 4 7
06g30 -
07g
00
7A4 7A4-S Sau HH, sau CT Chào ngày mới 3 5 8
7A4-G Giữa CT 3 6 10
09g00 -
09g
30
7A9TG
7A9TG-
S

Sau HH, Trước
en
ding
Thế giới mẹ và bé (T7) 5 9 15
09g20 -
09g
30
7A9W-S Sau CT Dự báo thời tiết 3 5 8
09g30 -
10g
15
7A10
7A10
-G, 7A10-S
Sau HH, giữa,
sau
CT
Phim
Việt Nam - 45'
(T2
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5 9 15
09g30 -
11g
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7A10DA
7A10
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c end
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Điện ảnh NN -
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5 9 15
11g00 -
11g
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7A11P
7A11
P-G, 7A11P-S
Sau HH, giữa,
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Phim
Việt Nam - 45' (
T2
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5 9 15
11g00 -
11g
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7A12
7A12
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Vui khúc đồng dao (T7) 5 9 15

11g35 -
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7A13NC
7A13
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Sau HH, Trước
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Nuôi con khỏe (T7) 5 9 15
11g50 -
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7A14 Sau HH Món ngon mỗi ngày
(T2
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5 9 15
7A14-S Trước ending 6 12 20
Trước
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7B1HT Trước CT HTV hôm nay 6 12 20

13
B.

From 12:00till 19:00
12g00
7B
1

Sau CT DB Thời Tiết và Chuyện hôm

nay
6 12 20
12g10 - 13g
00
7B1

7B1-S
Sau HH, sau
C
T
Phim
nước ngoài - 45' (T2-T7)
6 12 20
7B
1-
Giữa 1,2 8 15 25
13g00 -
14g
00
7B2

7B2-S
Sau HH, sau
C
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Việt Nam - 45' (T2-T7)
Phim

Ca nhạc VN - 45' (CN)
6 12 20
7B
2-
Giữa 1,2 9 18 30
17g00 -
17g
50
7B8

7B8-S
Sau HH, sau
C
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nước ngoài - 45' (T2-CN)
6 12 20
7B
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17g50 -
18g
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7B9A

7B9A-S
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CT
Bữa cơm gia đình 6 12 20

18g00 -
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7B
9-
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18g10
7B
9
Sau CT Dự báo thời tiết 6 12 20
18g10 - 18g
40
7B10MM
7B10MM-S
7B10NK
7B10NK-S
7B10YT

7B10YT-S
Sau HH, sau
CT
Muôn mặt chuyện nghề (T2)
Nhật ký không độ (T3)
Gạch nối yêu thương (T4)
Chắp cánh tương lai (T5)
Nét đẹp Việt (T6)
6 12 20
18g40 -
18g
50

7B10GN
7
B10GN-S
Sau HH, sau
C
T
Góc nhìn tuổi thơ (T6) 6 12 20
18g50 -
18g
55
7B10TT

7B10TT-S
Sau HH, sau
C
T
Những điều trông thấy (T5) 6 12 20
18g50 -
18g
57
7B10NV

7B10NV-S
Sau HH, sau
C
T
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18g53 -
18g
55

7B11SS Sau HH Sống lâu - sống khỏe 6 12 20
Trước
19g0
0
7D1HT Sau HH HTV hôm nay 6 12 20
C.

From 19:00 till 20:00
19g00 -
19g
30
Sau HH (T2 4 6 CN)
Khi mẹ vắng nhà (T
9 18 30
7D1P-S,
7D1KM-S
Trước
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ding
10 21 35
19g00 -
19g
30
7D1CN Sau HH Chuyện nhỏ
(T
5)
9 18 30
7D1CN
-G,
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sau
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10 21 35
19g00 -
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7D1SQ Sau HH Siêu quậy Tí hon
(T
7)
9 18 30

14
7D1SQ
-G,
Giữa,
sau
CT
10 21 35
19g30 - 19g
45
7D2BA, 7D2VN,
7D2VH
7D2NS, 7D2OC,
Sau HH Biếng ăn không phải chuyện n
hỏ (T2)
Những người bạn vui nhộn (
T3,T5)
Vui học Tiếng Anh (T
9 18 30
7D2BA-S,

7D2VN-S,
7D2VH-S
Trước en
ding
10 21 35
19g45 -
20g
00
7D3 Trước CT Thế Giới 24G 12 24 40
7D4 Sau CT 14 27 45
D.

from

20:00

till

24:00
20g05 -
20g
30
7T2CC
7T2
CC-S
Sau
HH, t
rước endi
Câu chuyện ước mơ
(T

2)
14 27 45
21g00 -
21g
30
7T2MN
7T2
MN-G
Sau
HH,
giữa
Muôn nẻo đường đời (T2 tuần
1,
3)
14 27 45
7T2MN
-S
Trước
en
ding
12 24 40
21g30 -
22g
00
7T2CT
7T2C
T-G
Sau
HH,
giữa

Chúng tôi muốn biết (21g30
T2
tuần 1,3
14 27 45
7T2CT-
S
Trước
en
ding
12 24 40
20g30 -
22g
00
7T2AV
7T2
AV-S
Sau
HH,tr
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THTT Album vàng (T2 tuần 2) 15 30 50
7T2AV-
G1/2
Giữa
P1/
2
18 36 60
20g30 -
22g
00
7T2HN

7T2H
N-S
Sau
HH,tr
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THTT Hòa nhòp bạn trẻ 15 30 50
( /> Through the table, the lofty expense for TV ads is clearly shown. It takes from at
least 2 million VND at least to 18 million VND at most for a five-minute length TV
Ad. In fact, media earns a lot of benefits from TV Ads. The figures say it all.
Therefore, it is undoubtedly that TV Ad is largely funding the media.
It is undeniable that the ultimate aim of advertising is all about economic
purposes. In other words, it refers to the advertising effective’s contribution to the
market economy by representing a wide range of consumer goods to the public.
Simultaneously, it is clearly that the positive effect of advertising is boosting the

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economy by stimulating demand and supply as well as promoting the sale of goods
and services. Additionally, the stimulation of demand pulls the production or supply
up, that is to say, it helps society produce more goods and services to fulfill the needs.
By the way, those earn profits and enrich the whole economy in general. Moreover,
the expansion of production created by advertisement also requires more employment
and creates more jobs. By the way, it contributes to drop the unemployment rate and
lessen social evils. Besides, the effectiveness of advertisement also enhances the
competitiveness amongst business leading to lowering price and raising quality of
products and services. As a result, that benefits consumers and clients and then the
whole economy.
Additionally, advertising is considered the connection between consumers and
producers, clients and services providers. People are informed of information and
functions of what they are purchasing. It is totally much more convenient for
customers to choose amongst products and services. Consequently, the competition of

businesses becomes cutthroat than ever. By the way, to satisfy customers’ demand,
products’ and services’ quality must be enhanced. Simultaneously, the prices must be
cut down. In other words, quality rises and price falls as well. Therefore, it is
undeniable that to a certain extent, advertising stimulates production and regulates the
whole economy through intervention into price and quality of goods and services. It
raises the competitiveness among enterprises and brings benefits to consumers.
2.1.4.2. Social impacts
“There are two sides to everything. A right one and a wrong one” (Dirty Greek)
Advertisement is no exception. Regarding social impacts of advertisements, we
can categorize it into negative and positive sides.
As the development of advertising technology is growing faster day by day, people
are overwhelmed by more and more various kinds of advertisements which are

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abundant in terms of both contents and forms. In a research by Cohen, he concluded
that in America, by the time you get twenty – one years old, you have been already
received between one and two million messages through advertisements. Though there
is no statistic for TV ads, we all know that most of those are TV ones. What does this
number tell us? It tells us that during a person’s life, he or she has been being formed
vision, updated trend through advertising channels. By the way, advertisement
unostentatiously reflected and shaped the social trend. Also, it contributes to identify
the social identity by cultural belief and values included in advertisements.
Advertisements may contain images, sounds which symbolize national icons.
Consequently, those are advertising not just goods or services but nation’s cultures,
characteristics, make their identity well-known to other cultures, to the whole world.
Moreover, advertisement plays an educational role to public, too. Advertisers state that
customers are “capable enough to set their mind and no one can force them to buy
anything which they dislike or which they think is not a necessity” (Maaz Iqbal). Then,
advertisement is educator in the sense that it helps people to know what to buy as well
as not to buy according to their needs and on ground of products’ characteristics or

functions. They also know what “goods” to buy and vice versa.
However, due to today’s fast pace of growth, advertisements are sometimes in the
situation of “too fast, too furious”. Advertisers put upon gender attraction to increase
the number of viewers of their advertisements. In other words, there are more and
more sexy, foxy images or sensitive words appeared in advertisements these days. It is
easily understandable that the ultimate purpose of advertisement is to fascinate people
by all the effects within the advertisements from sounds, images to words. Hence,
advertisers must apply all techniques as much as possible to enhance their products’
quality. Nevertheless, the abuse of sensitive elements with a view to fulfill the
requirements of “Ad hominem” is clearly having bad impacts on society. In most
cases, women are exposed as a “tool” for appealing viewers in advertisements.
Beautiful women, especially the ones with well-proportioned body and a beautiful

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face, wearing slinky or scanty clothes or sometimes bikini, frequently appear on TV
ads. Even if the products being advertised have no relation to such images, sounds or
words. Here rises the matter of ethics, culture and humanity also.
2.1.4.3. Political impacts
Politics is not out of the sphere of influence of TV Ads. It can be stated that, TV
Ads has been nowadays not limited in advertising only products and services but also
human. The most visible thing that connects TV Ads and human is the political
canvass. Especially in the United States, in each presidential term, candidates are to
“advertise” themselves through TV channels for more support from people. It is
estimated that $467 million was spent on election campaigns and that amount of
expenditure placed political spending in the rank of the country’s third top advertisers
that year (Cohen, 2005).
Evidently, advertising is an effective medium for candidates to convey their
necessary personal information and messages to people. It contributes to the success of
a politician in his career by improving his or her influences, important and keeping a
good image in people’s eyes. Especially, it is undeniable the necessary, importance

and effectiveness of TV Ads in operating national and state office because it can be
broadcasted to a large number of people in a very tiny amount of time.
Besides, through TV channels, candidates are able to respond to people as well as
to their opponent in elections. They can “borrow” TV channels for expressing their
ambition, declaration, commitments and their ability as well. Conversely, TV channels
help people to give wiser choice of brilliantly deserved candidates who will lead them
the better way.
In short, TV advertising plays a very important role in daily life. It touches every
aspect of life

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2.1.5. Classification of advertising.
Advertising is the paid, non-personal communication of information about
products or ideas by an identified sponsor through the mass media in an effort to
manipulate customer behavior. Advertising is non-personal because it's a fantasy
created by a computer that selects one part of the target audience. It communicates
information about products or ideas.
Advertising can be classified on the basis of Function, Region, Target Market,
Company demand, Desired response and Media.
( />2.1.5.1. Function-based classification
Advertising performs some functions such as:
+ It can inform the customers about a product, service, or idea.
+ It can persuade the consumers to buy products, services, and ideas.
+ It can remove cognitive dissonance from the minds of the customers to reinforce the
feeling that they have bought the best product, service, or idea and their decision is
right.
+ It can remind existing customers about the presence of the product, service, or idea
in the market till now.
+ It can dissuade the public at large from buying certain products or services that are
harmful for them.

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Let us discuss some important types of advertising based on the functional aspect of
advertising.
Informative advertising: This type of advertising informs the customers about the
products, services, or ideas of the firm or organization. Examples: Vishal Megamart is
offering 2 kg sugar for every Rs. 1,000/- purchase every day.
Persuasive advertising: This type of advertising persuades or motivates the
prospective buyers to take quick actions to buy the products or services of the firm.
Example: “Buy one, get one free”.
Reminder advertising: This genre of advertising reminds the existing customers to
become medium or heavy users of the products or services of the firm that have been
purchased by them at least once. This type of advertising exercise helps in keeping the
brand name and uses of the products in the minds of the existing customers.
Negative advertising: This type of advertising dissuades target audience from
purchasing such products and services which would not only harm them but also the
society in general. Examples: Advertisements of various civic authorities against
alcohol, tobacco, and narcotics.
2.1.5.2. Region-based Classification
We can also classify advertising according to the region.
Global advertising: It is executed by a firm in its global market niches. Reputed
global magazines like Time, Far Eastern Economic Review, Span, Fortune, Futurist,
Popular Science. Cable TV channels are also used to advertise the products throughout
the world. Supermodels and cinema stars are used to promote high-end products
Examples: Sony, Philips, Pepsi, Coca Cola, etc.

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