1' UNIT 29 ADVERTISING - 1 I Structure

29.0 Objectives 29.1 Introduction 29.2 Advertising

29.2.1 What is an Advertisement? 29.2.2 Who Advertises? 29.2.3 The Best Medium 29.2.4. Types of Advertising

29.3 29.4 29.5 29.6

Headlines in Advertisements A Spedmen Advertisement and Two Possible Replies Some Examples of 'Idea' Advertisements Let Us Sum U p Answers

29.0 OBJECTIVES
In this unit we shall introduce you to another powerful mode of mass communication, namely advertising. Here we shall be chiefly concerned with advertising as it appears in the print media such as newspapers and magazines. With the help of this unit, you should learn the follobing:

I iv) language used in advertising; and ) v) headlines in good advertisements.

I (1

aims and objectives of advertising; i) ii) types of advertising; iii) the social and economic significance of advertising;

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We shall also give you a chance to look at a number of advertisements to read and enjoy as well as to write a suitable reply to one you may have seen somewhere and found worth a reply.

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INTRODUCTION

If you are looking for a suitable small apartment in a big city like Delhi or Madras, what do you do first? Perhaps you go to your friends and colleagues for help, who in turn ask around, talk to apartment owners and finally fix you up in a cosy corner. But what d o you do if this strategy doesn't work? You may think of the advertisement column in the daily newspaper. You look at various advertisements for houses available on rent (the concerned column is entitled 'Accommodation Available, or 'To Let'); you make your choice and reach for the telephone or contact the advertiser in other ways. Given good luck and the right kind of property owner, you do find something to your satisfaction.

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The help that the advertisement column provides is by no means confined to a Selection of houses; it also extends to other spheres of life -jobs, choice of a bride or a bridegroom, sale and purchase of property, business offers, ~onsultancy,etc. Depending upon your needs and requirements, you choose the appropriate item and get in touch with the advertising party. Very often it works. It brings the advertiser a potential customer, and it brings the customer the goods and services he requires. Y o u feel obliged to the whole business of advertising which, in this vast society with its multiplicit5 of problems, comes to your rescue in your hour of need. Advertisements may be short or long, clear or vague, in small or big boxes, spread over half a page or a full page of the newspaper or the magazine. Why do so many advertisements appear every day in newspapers? To whom are they addressed? What colossal amounts of money are spent by advertisers as fees to get their items published and why? These are important and interesting questions, and we shall consider them in this unit.

Mass Media -Print Introduction to the Block

ADVERTISING
Advertising is a powerful form of social and commercial communication through any of the established mass media such as press, radio, television and film. It has developed in modern times as a necessary accompaniment to commerce and industry all over the world. In fact, it has become an industry in its.own right. Consider the large number of professional advertising agencies and the vast sums of money involved in running them or utilising their service. Think of all the space advertisements occupy in the daily newspaper. ~ o o k ' a t the regularity, often irritating, with which advertisements appear on the TV screen. You will begin to realise the magnitude of the advertising industry soon.

29.2.1 What is an Advertisement?

An advertisement is essentially a piece of persuasive communication - persuasive because it seeks to influence public opinion by coaxing people into'accepting what it has to offer. An advertisement is also a paid announcement intended to promote the sale of a product or service, to advance an idea or bring about some other effect desired by the advertiser. It is a general message, not forcing anyone to buy anything, but inviting everyone to identify, understand and adopt the use of goods, services and ideas. The advertiser pays the medium (press, radio, television, etc.) to deliver the message. H e chooses the paper, or a number of papers simultaneously, or the issue of a magazine that Nil1 publish his message. If the medium chosen is TV or radio, he enjoys the freedom to select even the timing of the broadcast. But he has to pay heavily for exercising his choice. In this sense, newspapers, if not the other media, owe their existence to advertisers. The product advertised may vary from matches and toothpaste to farm houses'and automobiles. The services may range from restaurants and laundries to foreign tours. The ideas may be as simple as personal integrity and love-thy-neighbour themes, or they may be issues that affect society at large, such as fire prevention, ajtorestation, rehabilitation of the old and the disabled, traffic rules, drug abuse, crime.contro1 and universalisation of elementary education. Whatever the product, serv!cq or idea advertised,. the advertisement seeks to point out its qualities so that it becomes attractive to the group of consumers (people likely to use it) whom the advertiser wishes to influence.

Check Your Progress 1

1) Mention three or four headings of classified advertisements in the newspaper. D o you find the headings vague or clear?

2) Define an advertisement, as you find it in print, in two or three sentences of your

own.

3)

11, d o you think are some of the broad objectives~ofadvertising? hat

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1 In what sense does a.newspaper owe its existence to. advertisements? )

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What type of 'ideas' are advertised, and what is the purpose of advertising ideas?

29.2.2 Who Advertises?

Who are the possible users of advertising? Let us begin with individuals. You and I can put a small advertisement in any newspaper wishing a friend a happy birthday, or offering our services as teachers, doctors and skilled workmen. Some of us may advertise our qualifications inviting others to consider us for suit'able jobs. Then, a department stoie may advertise to keep its regular customers -informed of the availability of its wares. A restaurant may advertise to build and improve its patronage. The manufacturers of a toothpaste or a soap may wish to motivate consumers to prefer their brand. Big business houses may advertise to prepare suitable markets and to elicit appropriate consumer responses with regard government bodie3 and voluntarv to their products. Hanks. insurance com~anies.

Mass Media -Print Introduction to the Block

organisations may advertise their services and ideas to educate the public, thereby improving the quality of life and in the process making their names well-known and highly respected. The motive in almost all the cases is to awaken the people to the merits of what is being advertised, and to motivate them to make use of it in the long run. The motive is both commercial and educative. It is commercial in the case of products and services and educative in the case of ideas.

29.2.3 The Best Medium

A number of advertising media are available, but it is gifficult to say which one of them is the single best medium for all advertisers. A medium may be good for one advertiser but it may have its limitations for another. Once again newspapers with their varied items of information and entertainment come to mind. On account of their wide circulation, and the growing rate of literacy among people, they are likely to reach the remotest corners of the country. Thus, they seem to have the potential for acting as a good medium for most advertisers. They have also the advantage of combining business with pleasure -advertisements interspersed with news of what is going on in the world and the editor's comments and features of entertainment. An advertisement in a newspaper or a magazine becomes part of the general reading matter. It is printed and permanent. One can't ignore it. If one misses it in the morning, one may glance at it in .the evening. And lastly, depending upon the space the advertisement occupies, newspapers are by and large the most economical medium for advertising and, therefore, are within the easy reach of most advertisers. Look at the following announcenlent about the rates of advertising published in the Times of India of June 29,1989. i t will give you an idea of what types of ads can go into the paper at what cost. (We have shortened the ad by deleting certain portions of it.)
Now! Book your Classified Ad by post. Rates

The Times of India, Delhi

Matrimonial Other categories f i e Times of India all 7 editions (Delhi Bombay Ahmedabad Jaipur Bangalore Lucknow at Superconcessional Rates) Matrimonials Other Categories The Times of India The Economic Times Navbharat Times Sandhya Times Delhi editions (At Superconcessional Rates) Matrimonials Other Categories 16 Words only Patna

24 Words70.00 85.00

Each extra word 5.00 6.00

250.00 350.00

10.00 10.00
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140.00

5.00

All classified ads' are published on receipt of full payment in advance. Remittances can be sent by MOIPODD favouring 'The Times of India'. Advertisers in Delhi can also send local 'AlC. Payee' cheque. Please do not forget to include the forwarding charges for box replies (if applickble) in your remittance.
Note u Pleas'e mail your ad well in advance to avoid postal delays.
u Advertisements of legal nature should be accompanied with legal proof such as

Affidavits.
u To get maximum response repeat your ad several times in The Times of India,

Delhi or utilise our superconcessional packages.

u 'Motor Vehicles', 'To Let', 'Estate and Properties' and other accommodation

related ads advertisers in The Times of India can avail of Special Discount on 2nd & subsequent insertions.

Vel Sit1 offc

e Times classifieds categdries (headings) are Matrimonial. To '.Let, Motor roperties, For Sale, Lost & Found. Kennels & Livestock, uation Wanted, Obituary, Personal, Educational, Business Machinery & Tools. Poultry, any other.

Advertising- l

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Your Progress 2

1)

ention some possible users of advertising. Pick out a few specific names from wspapers and magazines.

2)

two reasons why newspapers can be the most suitable medium for mosk

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3) hich of the two advertisements is likely to be more effective - newspaper vertisement in black and white or an illustrated advertisement in colour blished in a magazine? Why?

4)

uote a line or two from an advertisement you have recently read and liked. Why you like it?

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k at the following headline from an advertisement. an't stop a man on a Hero ~ o t i d a . talking.
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far would you consider this line truthful? Are product advertisements thful?
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M s Medh - Print as Introduction to the Block

29.2.4 Types of Advertising

How many types of advertisements do you find in newspapers and magazines? Are there any differences between the ones published in newspapers and those published in magazines? As you might have noticed, one obvious difference between the two is that a magazine advertisement is generally in colour and therefore more attractive. Very often it is illustrated also. Since magazine paper is of superior quality, the advertisements appear glossy and bold. Most of these are normally large size ads covering the entire page. The typical newspaper advertisements are the ones which occupy, though it may not always be the case, the second page of the paper (except on Sundays when the? run into several pages); they are set in small print and have , nothing attractive or aesthetic about them. They are concerned with utilitarian motives such as announcing jobs, houses to let, motor vehicles for sale, poultry and farming, and other mundane areas of our day-to-day 1ife:It is only the highly motivated reader who would go through them with interest and enthusiasm. Their main purpose is to provide information about opportunities available. . The other types of newspaper advertisement is the one which appears in bold letters arranged in a box. It looks much more prominent than anything else on that page, unless of course there are too many boxes of the same size. It also costs much more than the routine 24 word small-type ad on the second page. There are some still bigger than the box item and occupy half a page, even a full page, of the newspaper. (It is possible, ihough rare, that an ad runs into several pages of the paper. The latest example is the one published by Indian Airlines announcing the launching of Airbus A 320. The announcement runs into four pages with very little reading matter). -Let us now put advertisements in broad categories according to the messages they convey. The following are a few categories: i) - Classified advertisements : These are the 'Want' ads in newspapers. They are short statements set in very small type. Some of them may be larger than others. They appear dull, but they are the ones most sought after. When you complete your studies, you would also want to look at them regularly in the daily paper. The message of these advertisement is : Get in touch with me for what you want. ii) Product advertisements : They are intended to present goods and products, point out their' qualities, and promote their sale. The product may be a soft drink, soap,.or toothpaste. The message is : Buy our product. It is the best in the market. iii) Institutional advertisements : The objective here is not to introduce or sell a particular product but to build up the image of the manufacturing company or firm. The main purpose is to acquaint the public with the name of the institution, and what it is doing, and how its services are better than those of others, thereby stepping up the prestige of the institution or firm. The general message is : Know us and how good and efficient we are. iv) Non-commercial or 'Idea' advertisements : Government bodies, charitable institutions and other voluntary organisations, etc. often publish advertisements in newspapers and magazines. Their main objective is to acquaint the people with the 'cause' or the 'idea'. They wish to inform and educate the public. Sometimes they wish to raise donations also. To follow traffic rules, to avoid smoking and drinking, to keep your city clean, to improve the quality of life : these are Some of the ideas advertised by different agencies. The message of such advertisements is : Accept our idea or help our cause.

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rertising flourishes most in profit-oriented and free market societies (societies re the production and distribution of goods and services is not directly or solely trolled by the state, but is open to private enterprise also). Advertising promotes petition among producers and brings about awareness among consumers. It :kens the pace of distribution and consumption of products and thushelps to raise general standard af living.

ck Your Progress 3
Xead the following lines,published under the heading 'Encounters' in classified ~ d in the Times of India, 3 July, 1989. s 1)- May the heaven's choicest blessings be'showered on you on this special day. Happy birthday.
1)

C must be having a good stock of brain because I never saw her using it. P (names have been omitted.) i) Write a sentence or two to say what you understand by each of the two above.

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ii) Why do you think the advertiser of 'b' got the line published in the paper? Can you make a guess?
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iii)

................................................................................................ What kind of ads are these? . .

Read the following and then answer the questions. I am the senior Partner of a well-known firm of Surveyors and Estate Agents. I cannot think how I can attract a fully-experienced secretary to apply for an arduous and challenging job which calls for a high output of first-class shorthand and typing, responsibility for other secretarial staff and considerable P.A. duties.

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iii) Change this letter into a normal advertisement in the classified column. D o not omit any important point.

) Write two or three sentences to say what you understand by institutional advertising.

Look at the following headlines from two ads: a) Hello! It's time you got connected to more places through direct dialling. b) Good News Travels Fast : Apollo Tyres i) How is 'a' different from 'b'?

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ii) Which one is a product ad?

iii) Which is better from the point of view of language? Justify your answer.

5) Read this, : Nurse a sapling each Ten reasqns why you should.. .... i) What is being advertised?
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ii) What type .of an ad is it?

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iii) How is it different from 4 'a'?

Mass Media Pri~t Introduction to'the Block

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iv) Does the headline bring to your mind something other than trees? If so, what?

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v) What is the connecti.on between the headline and the following line?

29.3 HEADLINES IN ADVERTISEMENTS

-- - -Into how many parts can you possibly divide an advertisement? Generally it consists of three parts - the headline, the copy (reading matter that follows the headline), and an illustration. The illustration may or may not be there, but the headline and . the copy are essential items. The copy is arranged differently in different advertisements. Some o it may be above, and some below, the illustration. Part of f it may be on either side of the illustration. It may be just a phrase, or a sentence, or a few sentences, but it is always there to clarify and reinforce the main idea embodied in the headline.

The most important part of an advertisement is its headline -call it the telegraphic message which the advertiser puts in big print for the public to read. The majority of people, it seems, read little else. That shows the importance of .the headline in an + advertisement. Suppose a publisher wants to advertise a book on how to write good English. The following two headlines are suggested to him by his advertising department: a) Are you afraid of making mistakes in your written English? b) Do you make these mistakes in your written English? Now can you guess which headline is likely to be more effective than the other? Well, they look almost alike with very little to choose between them. It seems to us that the second headline may arrest the reader's attention sooner than the first. The word 'these' in it suggests to the reader that some common, though serious, mistakes in written English are described below - see if you too make these mistakes. Such an .approach will arouse the reader's curiosity and self-interest. Here is information for the asking; let me go through it and see what blunders people make, he would think with self-satisfaction, if not with complacency. The first line does not suggest to the reader that some mistakes in written English are described below. The line is a vague invitation to routine sales talk, and very few - people are favourably disposed to routine sales talk. The line may even put off some readers. Here is confirmation of what they suspect they have always done. It is like, correcting mistakes of pronunciation and grammar of a visitor whom you have invited to tea. That isaeither hospitable norbctful'. You lose a friend as the advertiser loses a customer. NOW we~gh the two headlines mentallionce again and decide which one ~ i l l ' ~ r o v e more effective, and why A cornbindtion of asgood headline and an attractive illustration is what inakes the . advertisement click. The reader will be compelled to read the copy if the headline is catchy and the illustration is attractwe.

i) ii) iii) iv) v) Sir ad7 sel Prc nec Lo onc Prc 1)

appeals to the reader's self-interest -in other words it offers the ~ a d eexactly r hat he wants. gives something new - either a new anglelidea or a new product. In other ords it has news value. arouses the reader's curiosity so that he is compelled to go on to the rest of the atter . suggests a quick and easy way out of the tight spot the reader may be in sldness, failing eyesight, how to invest one's savings. uses simple , direct, interesting and effective language. the purpose of a headline is to make people feel interested in the entire tisement, it is necessary that the headline should appeal to the reader's terest by offering him something new which he may want to possess - a ct or an idea. And in order to impress the offer on the reader's mind, it is also iary to use simple, direct and interesting language. at the following headbnes from some popular advertisements and'assess each .om the point of view of self-interest, curiosity, solution of the consumer's :nl, and language: You can't STOP a man on a HERO HONDA. fill it. Shut it. And forget it From talking. "I spend more week-ends with my family, less at service stations." All said and done ............ You've gotea good thing going!

Advertising-1

- over 800 kilometres. "

2)

illions of people across the country are saying Good Knight to mosquitoes. Are you?
<.

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3)
4)

mosquitoes and cockroaches in my house ............ :INIT them and FINISH them. )w I improved my memory in one evening!

5)

rare course for men and women who want to speak good English in FOUR mths. wish to write headlines for advertisements, keep the following in mind. Put self-interest into every line you write. The line should'suggest the thing the :onsumer is in need of. Wherever possible, get the 'news' - a new product, or a new use of an old ~roduct into your headline in a clear and direct manner. Make the reader curious about what you are about to offer. But curiousity alone s not enough. Combined with self-interest and news, curiosity will be an rresistable component of your headline. The general tone of the headline should indicate a cheerful positive angle. 4void the gloomy or negative side of the picture. Suggest a quick and easy way for the reader to get what he wants. Do not make your headlines so long that the message gets diffused, nor so short :hat it fails t o express the idea properly. orand of soap. It cleans better than other brands. Use it' is a bad line.

If ! i) ii) iii)

, iv)

v) vi) v11, viil

..\ Do not make your headline sound like a mere statement of fact. 'Ours is a good

Avoid the difficult-to-understand type of headline. . .If every wife knows what every widow knows, no husband would be without life insurance.' It can't be a successful line. If offers too much that the reader :an't understand at first glance. Write a number of headlines to express the same idea, and choose the best one. Don't trust your own judgement entirely. Show your lines to your friends for comment. Be receptive to suggestions.

ix) x)

' Mass Media Print Introduction to the Block

Check Your Prekess 4 1). What are the three most important components of a successful headlirie, as discussed in this section.

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2) It has been observed that in advertisements language is often used creatively. Explain in very simple,terms what you understand by a creative use of language.

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3) Comment on the 'news' content in advertisement' 1 given-in this section.

4) Find two examples of 'self-interest' from the headlines given. Rewrite the relevant sentences.

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5) What does 'Good Knight' in advertisement 2 suggest to you?

29.4

POS'SIBLE REPLIES

A SPECIMEN ADVERTISEMENT AND TWO

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What kind of advertisement is most likely to catch your attention when you have finished your studies? Job advertisements, one may suppose! Newspapers are full of job announcements of varying lengths and sizes ranging from a crisp 20-word para to half a page of printed matter. (Look at the elaborate advertisements put in by banks, Air Force, Navy, etc. They advertise not only jobs but the unique advantages of joining their respective organisations; they can thus be called 'service' advertisemknts also.) Then there are box advertisements inviting applications for senior executive positions in business firms and private companies. For a majority of jobseekers it is
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lassified 20-30 word para which holds the promise of a secure future. Yo come across the following advertisement in a newspaper :

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WANTED Junior Secretary, Sales. Age 18-21. Shorthand 80 w.p.m. and typing 40 w.p.m. Knowledge of English and secretarial duties essential. Write for particulars and application form to Box 303, Times.

t do you understand by the above advertisement? Let us paraphrase it in normal ish. pany (name and address not known to you so far) is looking for a Junior ry for its sales department. If you are about 18-21 years of age and hold ates of shorthand at 80 words per minute, and typing at 40 words per minute, good knowledge of English, know what secretarial duties are, you should write her particulars and a prescribed application form to the address given. u want to write a reply to the above advertisement. Remember you are not n application for a job. You are only asking for an application form for a rther details about the job advertised. Your letter will be something like

Let er 1
35, Masoodpur , New Delhi-30. June 25, 1989.

~ e ( CSir, r interested in applying for the post of Junior Secretary which was advertised in Times dated 20th June, 1989. I should be grateful if you wodd kindly send me plication form and further particulars about the job.

Th next mail will hopefully bring you the desired form andfacts. You fill in the form an send it back to the advertiser and hope for the best. ose our original advertisement says nothing about the prescribed application . Instead of 'Write for particulars and application form.. ..', it says: 'Apply to ou are now required to draft an application in reply to the same advertisement. what you want to write. Read it carefully. 35, Masoodpur , New Delhi-30. June 25, 1989.

II

Yours faithfully, (Signature)

sh to apply for the post of Junior Secretary as advertised in The Times of 20th twenty years of age. I was educated at ~ t . - ~ a rSchool for Girls, Kanpur, ~'s e I got a first class at the High School examination. took a two-year Secretarial Course at the All-India Commercial Institute, e I studied commercial subjects and passed examinations in shorthand and -writing at the speed of 80 and 40 words per minute respectively. .
A present I am working as private secretary to the manager of a medium-sized hotel,

Mass Media - Print Introduction to the Block

performing secretarial duties and also doing some work with accounts and records.

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I enclose testimonials from the Headmistress of my school and from the ~ i r e c t o r ;

All-india Commercial Institute. Also, Dr D. Rao and Mrs. N. Prasad have agreed to act as my referees. I can be available for interview only on Saturdays, which is my day off. If you fix the interview on any day other than Saturday, I should require a short notice to make travel and leave arrangements. Yours faithfully, (Signature) Encl:: Two testimonials
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Have yon read the two letters given above carefully? Here are a few important points you might have noticed: The letters represent different levels of application. i) ii) Letter 1is a request for an application form.'The writer knows that details will go on the application form. It is likely that shehe has not had a job before. iii) Letter 2 has been written by someone who has already worked. But hislher . experience is short. The qualifications can be briefly stated in the letter itself. iv) It is also possible to enclose a separate sheet giving bio-data if the writer has a lot to say about himselfherself. If it is said in the letter itself, the letter will become much too long. v) Notice the normal order in which information is given in a letter of application - the post applied for and how you got to know about it; your qualifications and suitability for the post;.experience; names of referees; possible date of . interview, if necessary. (Referees are people who know you personally and can .testify to your suitability for the post you are applying for.) vi) You should not boast about yourself, nor should you try to flatter the prospective employer. /vii) Is there any shortcoming in letter 2? Names of referees are given but their addresses are missing. How will the employer contact the referees? viii) Remember references are different from testimonials. Testimonials can be used for any job application but references are taken up only for the particular job you are applying for.
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Check Your Progress 5

1) Turn the following paragraph into a 50-word advertisement. D o not miss any important detail.
National Labour Institute

We are looking for a Research Assistant for our Project "Conditions of Casual Labour in Jaipur". The appointment will be purely temporary for six months on a consolidated salary of Rs. 20001- per month. Applicants should be of the age group 25-30 years and should have strong aptitude for social science research besides a good Master's Degree in a social science, preferably in Sociology, Psychology or Management. He should be willing to travel in remote areas' for data collection. Applications with complete kio-data should be sent within 15 days of this advertisement to Post Box 102, Times, New Delhi. .

Mass Media -Print introduction to the Block

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4) What are some of the shortcomings in the following letter of application? Point out as many as you can find.

Dear Sir, I have read your advertisement published in Hzndustan Times. I wish to apply for this post.

I am working as private secretary to the manager of a firm of Property Agents based in Delhi. I have a good knowledge of shorthand and typing. I can draft business letters independently, and can also attend to all matters relating to a good conduct of the business your firm is transacting.
I hope my application will be favourably considered. Yours sincerely, (Signature)

5) While applying for a job, which would you consider more important-your suitability for the job or the pay it carries? Why?

29.5 SOME EXAMPLES OF 'IDEA' ADVERTISEMENTS

Given below are some 'idea' advertisements for you to read. They appeared in The Times of India recently. and cbntain very useful ideas for the public. Notice that none of these has an axe to grind (nothing to sell or propagate). There is no sales talk. Yet they are very important from the social point of view. The main objective is to educate the people, to awaken them to some important social issues. We are asking you to read them with attention so that you may understand (a) what 'idea' advertisements are like and (b) what kind of 'ideas' are advertised by different agencies, and how they can be useful. The advertisers are Indian Cancer Society,

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Water Supply and Sewage Disposal Undertaking, and the Ministry of Welfare,

child Iry time you smoke,Are yeu forcing your forcedtotosmoke? in the dangerous air your loved ones are breathe ette smoke contains over 200 deadly chemicals. These poisons slowly destroy mily's health, corroding the lungs, weakening the heart, and bringing on heart , paralytic strokes, and cancer of the throat, lungs, pancreas and bladder. smoking. After all, do you love cigarettes more than your family? Go for a check-up today, and follow it up once a. year. Indian Cancer Society Early discovery, early recovery

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ease donate generously. Donors are exempted from income-tax for the entire . a ount gifted to the society.) (Times of India, 2nd July, 1989.)

$+;titwaste

Water

ere are some ways we'can save water., Check your taps.

- A slowly dripping water wastes

about 4 gallons of water a day.

Close taps during shaving and brushing. : Use a mug instead. : Don't wash the floors with drinking Sweep and mop floors. water.

1 Don't drink water from shallow hand pump.

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Hold back the hose.

: Wash car or scooter with a sponge or a

piece of cloth and a bucket of soapy water:

: Avoid cleaning vegetables under a

Wash vegetables and fruits in a bowl.

Public Hydrants.

running tap. It wastes water unnecessarilly . : Close the tap when it is not in use.

Water Supply and Sewage Disposal Undertaking (Times of India, 30 June, 1989.)

Advertisement 3 By the time you get to the fourth paragraph you're hooked. It begins as a lark. Someone, probably a friend, offers you an experience. It's Smack. You're not too sure, but what the heck, you only live once. It's'pleasurable, you discover, drowsy, dreamy. You do it again. But you're not going to get hooked, you resolve.

- Of course you're not getting hooked. You're only getting to like it more and more.

Smack lulls you into a floating high. You may lose some friends, but so what? You've now got a different gang. If college work or games suffer,.it's okay, you'll get around to them. You need more. The same pleasurable drowsiness needs more Smack. You're listless. Your mouth feels dry all the time. Your body feels warm all the time. You want Smack all the time. It's too late. You crave for the stuff. If you can't get it, ,your body' gives way. You Vomit, Shiver, Sweat. There's an excruciating pain in your bones. Your eyes and your nose water all the time. It feels like a living death. You're hooked, because it's fime

MSSS M d i s Rint introduction to the Block

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It's like sliding quickly into quicksand. You sink deeper and deeper. Life is one fix after the other. Somewhere along the line, you lost your parents, your family, your friends. And what you thought was paradise, becomes a living hell. And the loneliness hits you like a sledgehammer. It's time for a fix. You're doing things you'd never dreamt of doing earlier. Stealing money from home, pawning valuables, borrowing. It's that fix. You need it at any cost. Physically you're a ghost of your former self. You have lost weight, your clothes hang on you. Your mind is screaming at you to have the will. But the voice gets fainter and fainter ..... It's time for a fix. Your muscles are like jelly. You can't walk; you crawl. You mumble incoherently. You urinate in your clothes. Vomit in them. It was only alark; it would be easy to kick the habit. But then, Smack proved you dead wrong. Smack Jt's quicker than quicksand. btay away from drugs. It is never too late, to help yourself or to help'someone afflicted with Smack or any other drug addiction. Contact any of the de-addiction centres for counselling and therapy. Bssued in public interest by the Ministry of Welfare, Government of India. (Times of India, 26th June, 1989.)

2.9.6

LET US SUM UP

In this unit we have discussed the aims and objectives of advertising along with various types of advertisements. We have also discussed the social and economic significance of advertising as well as the importance of headlines in advertisements. We have reproduced three 'idea' advertisements for you to read and think over. Hope . you have enjoyed going through the unit.

ANSWERS

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Check Your Progress 1

1) Times of India, June 30, 1989. (i) Encounters (ii) Personal (iii) Situations Vacant (iv) Estate and Properties (v) Motor Vehicles (vi) Machinery and Tools (vii) Agencies and agents. Except for (i) and (ii) all are fairly clear, (i) covers personaYprivate messages to friends - good wishes, reminders, code announcements, etc. (ii) relates to people who change their names and announce their new names in the newspaper.

2) An advertisement is a group of words published in a newspaper or a magazine to publicise a commodity, a service or an idea. Often words are accompanied by an illustration. 3) i) to produce awareness among consumers, ii) to create a liking and preference for a particular product, service or idea, iii) to stimulate thought and action about it.
4) A great deal of money is earned through advertisements, without which the printing cost of the paper will be impossible to meet. Money paid by advertisements keeps the price of the paper very low, so that everybody can easily but it.

5) The ideas advertised may range from cleanliness and road safety to issues such as continuing education, fire prevention, drug and crime control, taxation, etc. The main purpose is to awaken and educate the people to the relevance and usefulness of those ideas so that the general living conditions and the quality of life may improve. Another possible purpose may be the publicity and regard which the : advertiser gains in the process.
Check Your Progress 2

1) a) individuals; manufacturers of consumer goods; Business houses; Hotels;

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Wimco; Vimal; Vareli; Usha; Bata; Bajaj. They have a wide circulation. Their rates are not as high as those of other media.

Advertising- l

he coloured and illustrated one. It is bigger. It looks better. It stays in one's longer than the usual black-and-white ad. The illustration makes the idea and the ad effective. 4) If you don't remember any at the moment, look through newspapers and magazines again. Then write the answer. 5) The line makes two points: one about speed and the other about the owner's enthusiasm. Both are convineing. The line is truthful, but it gives the truth in a slightly exaggerated way.

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little exaggeration of facts is inevitable and perhaps desirable in publicising oducts. A truthful advertisement does not invent facts. It only exaggerates them.

9 e c k Your Progress 3
1) i) 'a' offers good wishes to someone on hislher birthday. Instead of sending a card or a telegram, the person concerned decided to put a line in the ads column. Let everybody know it is my son's or brother's or friend's birthday. 'b' is friendly teasing, an attempt at being funny. ii) If something is never used, it cannot run out of stock. Is it true of the brain? May be C and P have had a tiff and are not talking to each other. Here is a clever way of wanting to revive friendship. If so, is it likely to be successful? iii) These are not advertisements in the strict sense of the term. These are attempts to get in touch with people through the medium of the newspaper. They appear in the classified ads column, so one may call them personal ads.

2) i)
ii) iii) iv) v)

It is addressed to anyone who is qualified for, and interested in, the post of Secretary in a firm of Surveyors and Estate agents. the job mentioned in ti) shorthand and typing, previous experience as Secretary, managing other secretarial staff, P.A.'s duties, etc. high salary, other benefits, good working conditions, convenient location of office, and perhaps a good boss to work with. a) She was very happy with her work and salary. So will the new Secretary be! b) She is leaving not because of job dissatisfaction but for personal reasons. c) Only someone efficient l ~ k e present Secretary can be appointed. the It is an unusual advertisement. It is very good because it is very clear. It is likely to stimulate good response.

vi)

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c

vii) The sentence about the secretary surviving 8 years and enjoying the work too. It is a very nice way of saying she has successfully completed eight years of service and gets good salary. (You may make your own choice.) viii) Wanted an experienced Secretary for a firm of Surveyors and Estate Agents. Good shorthand and typing-essential. Experience of personnel management and duties of Personal Assistant also essential. High salary, pleasant working conditions and other benefits. Telephone secretary for interview. 3) Institutional advertising is directed mainly at image building. It also seeks to inform the public of what the institution is doing or can do for the betterment of all. Such an advertisement can appear in the form of an appeal or notice also.
4) i) 'a' has news value, whereas 'b' is publicising its product. 'a' is a 'service' advertisement and 'b' is a 'product' one.
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ii) obviously 'b'. Tyres are being talked about so that they should sell better. iii) Both are good. 'b' is more idiomatic. 'Travel' and 'fast' indicate speed. Tyres are also associated with speed. 'News travels fast? followed by 'Apollo Tyres'

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Mass Media Print ' Introduction to the Block

5) i) afforestation, or planting trees. ii) It is an 'idea' advertisement. iii) 4 'a' is announcing service. This one is advancing an idea or a cause. iv) 'to nurse' someone is 'to look after someone with care and'affection'. It also means 'to help someone regain health'. One may think of nurses and patients and health. One may also think of parents looking after their child. The word 'each' may bring to mind the small family consisting of mother, father and one child. v) There is a logical sequencing of ideas. A proposition is presented followed by justification or reasons.

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. Check Your Progress 4

1) self-interest, curiosity and news.

2) In a creative use of language, words are often not used for their literal meanings but for .their connotative meanings. For example, 'rose' is a flower, but in a particular context it can suggest a beautiful, but shortlived, object or the springtime. The images and pictures that a word or a group of words in a given context is capable of evoking is its connotative meaning. 3) economy in fuel consumption: one filling will carry the bike about, 800 kilometres. The bike is trouble-free. You can spend more time at home than at service stations. 4) Head Lines 2 and 4. 'Are you?' 'How I improved my memory in one evening!" 5) 'Good Knight' is the name of the product. . . It suggests a strong man on horseback humbling his enemies. The present product is as effective as the man on horseback. It also suggests 'good night' or farewell to mosquitoes. Check Your Progress 5
1) Wanted an experienced Research Assistant for 25-30 years of six months on Rs. 2000f- per month. Good Master's degree in a social science, preferably Sociology, Psychology or Management, and strong research aptitude essential. Data collection in remote areas will be compulsory. Apply within 15 days with complete bio-data to Box lo?, Times, New Delhi.

2)

Arora Plastics, (Automobile Division) Pate1 Road, Gurgaon. Dear Sir, I have seen your advertisement for a salesman published in The Times of 20thJune, 1989. 1 wish to apply for this job. 1 have a Bachelor's degree in Commerce and 5 years' experience as a salesman for various consumer items in Delhi. Selling automobile items on 30% share of the profits seems an extremely attractive offer to me. If necessary, I can come for a personal interview to your office sometime next week. I enclose a testimonial from my previous employer. I am also giving below names and addresses of-two distinguished distributors who have agreed to act as my referees in this case. 1........................................ 2 ..........................:............. Looking forward to a favourable reply.
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35, Masoodpur, New Delhi-30 June 25, 1989.

Yours sincerely, (Signature) Encl:

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) Copy of B.Com. degrcc:

testimonial is a general letter of recommendation to whosoever it may concern: states the candidate's qualifications and experience. The general tone is omplimentary. It can be used for any job. reference is the letter issued by someone to whom the candidate is personally own. The letter testifies to the candidate's suitability for the particular post he ifferent jobs may require different references. ate not mentioned ddress of the letter-writer not mentioned

ead of short-hand and typing? ualifications not stated o mention of testimonials, certificates. referees. for the job is far more important than anything else. If you are to d o the job, pay and[other benefits will naturally follow. No efficient erson ever suffers in terms of pay and promotion. It is only the ones who get to them that complain always.

ADVERTISING - 2
Structure
30.0 Objectives 30.1 Introduction 30.2 'Direct Mail' Advertising
30.2.1 LRaflets and Letters 30.2.2 Folders and Brochures 30.2.3 Points to Remember

30.3 Let Us Sum U p Answers

. 30.0 OBJECTIVES
This unit, like the previous one, is also about advertising as it appears in print. However, it focusses exclusively on only one kind of advertising, namely 'direct mail' advertising. Some of. the objectives of this unit are to discuss what 'direct mail' advertising means; leaflets, brochures, etc., which are i'ts two important forms; language use in leaflets and brochures; and a few samples of these and their features.

30.1 INTRODUCTION
Have you ever received a letter that was not addressed to you by name? And yet, mind you, there was no mistake about it. The letter was intended to be read by you. Soynds like a funny, if not impossible, situation; but it is a commonplace in the modern society, marked, among other things, by a competitive spirit that p6ssesses producers and distributors of consumer goods and services. You frequently find open neatly typed inland letters pushed under your door by a mysterious messenger early in the morning. Your curiosity mildly aroused, you pick up the letter and glance through it nonchalantly. It is precisely what ybu expected - an announcement, a small piece of printed communication. Someone has set up a laundry in your area, or someone else wants to hold a meeting of the local welfare association, or someone wants to redecorate your house, improve the electric wiring, fix the leaky taps, and give your home an altogether new complexion. 'In order to get us to work for you,' . .the leper implicitly claims, 'you don't have to go out of your way. We are round the comer and our only ambition in life is to be of service to you.' The message is loud and clear. If you have a, leaky tap or defective wiring in the house, you would like to read that letter again although it is not addressed to you by name. The message has been communicated, and the advertiser has got his money's worth. The next morning, maybe, there is no such letter pushed under the front door, only the daily newspaper. You want to know what is hamening in the world, and you open the paper in a leisurely way. You notice a pink, or a yellow, or an orange sheet of paper tucked in the enormous and uncomfortable folds of the newspaper. You p a y c h o s e to let it fall on the floor unnoticed, but it is,there. Again, it is an announcement-not in the form of a letter beginning with 'Dear Sir', but more like la ~lassifiednewspaper advertisement. only bolder and often more elaborate, spread over the full pink, or yellow, o r orange sheet.'It is a leaflet which an ambitious advertiser got the newsboy to shove into each copy of the paper to be distributed in your area. If you put aside these leaflets and letters in a corner to be looked at later, you will collect at least a dozen of them in less than a month. You have received such letters and read such leaflets, haven't you? Suppose you haven't. No one has set up a laundry or an electric shop in your area, nor has anyone persuaded your newsboy to quickly slip in leaflets in your copy of the paper. Have you missed this type of advertising? No, you haven't. You or someone in your family must have bought at some time a transistor radio or a kitchen mixer or a T.V. set. Some printed matter, in the form of a folder, a little booklet, or a couple of loose