Coursework.Info - Inspiration in an Instant

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"The language of advertising" In order to be successful, an advert should not only be seen (or heard - depending on your target market etc), catch and hold your attention, and should not only inform, but it should persuade or influence people along a certain course of action, or to purchase the commodity being advertised. The process may be briefly and simply summarised by the AIDCA formula as described by Friedrich Lund: 1. Catching, focusing and diverting Attention to a particular message; 2. developing Interest in the product, ie a wish to find out more; 3. creating a Desire for the product (ie the benefit the product will accrue); and a 4. Conviction that replaces desire, with a belief in the necessity to possess the product; 5. Action: eg visit the showroom (class notes and lecture: 04/11/03). A variety of means and presentation, are used by advertisers as tools in order to achieve the...

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