Advertising or advertizing in business is a form of
marketing communication used to encourage, persuade, or manipulate an audience
(viewers, readers or listeners; sometimes a specific group) to take or continue
to take some action. Most commonly, the desired result is to drive consumer
behavior with respect to a commercial offering, although political and
ideological advertising is also common. This type of work belongs to a category
called affective labor.[citation needed]
In Latin, ad vertere means "to turn toward The
purpose of advertising may also be to reassure employees or shareholders that a
company is viable or successful. Advertising messages are usually paid for by
sponsors and viewed via various old media; including mass media such as
newspaper, magazines, television advertisement, radio advertisement, outdoor
advertising or direct mail; or new media such as blogs, websites or text
messages.
Commercial advertisers often seek to generate increased
consumption of their products or services through "branding", which
involves associating a product name or image with certain qualities in the
minds of consumers. Non-commercial advertisers who spend money to advertise
items other than a consumer product or service include political parties, interest
groups, religious organizations and governmental agencies. Nonprofit
organizations may rely on free modes of persuasion, such as a public service
announcement (PSA).
Egyptians used papyrus to make sales messages and wall
posters. Commercial messages and political campaign displays have been found in
the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus
was common in Ancient Greece and Ancient Rome. Wall or rock painting for
commercial advertising is another manifestation of an ancient advertising form,
which is present to this day in many parts of Asia, Africa, and South America.
The tradition of wall painting can be traced back to Indian rock art paintings
that date back to 4000 BCE Out-of-home advertising and billboards are the oldest
forms of advertising
As the towns and cities of the Middle Ages began to grow,
and the general populace was unable to read, instead of signs that read
"cobbler", "miller", "tailor", or
"blacksmith" would use an image associated with their trade such
as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a
bag of flour. Fruits and vegetables were sold in the city square from the backs
of carts and wagons and their proprietors used street callers (town criers) to
announce their whereabouts for the convenience of the customers.
As education became an apparent need and reading, as well as
printing, developed advertising expanded to include handbills.[citation needed]
In the 18th century[when?] advertisements started to appear in weekly
newspapers in England. These early print advertisements were used mainly to
promote books and newspapers, which became increasingly affordable with
advances in the printing press; and medicines, which were increasingly sought
after as disease ravaged Europe. However, false advertising and so-called
"quack" advertisements became a problem, which ushered in the
regulation of advertising content.
