No matter how you express the information, the idea is the same: the ultimate  purpose of an advertisement is to convince the prospective consumers to take actions to buy a certain product , service or idea。 The more effective and persuasive advertisement is, the more possible the potential customers will be convinced to buy the advertised product, service or idea。

2。3 The function of advertisements

Advertising is both praised and criticized for its role in marketing products and its effect on society。 For several years, critics have slandered advertising for a wide range of err, some real, and some imagined。 The result has been increasing steadily in plenty of consumers and business organizations。 In any case, advertising does play a very essential role in both reflecting and forming our society。 Five different functions have been concluded for advertising。 They are brief-discussion beneath。

2。3。1 The marketing function

In the wake of sales promotion, public relations and personal marketing, advertising is one of the tools employed by a business or an organization to communicate with its consumers。 While advertising is only one element in a company’s entire promotional progress, it is the most distinct one。

2。3。2 The communicative function

Advertising is a form of universal communication。 It deliver different types of market information to fit buyers and sellers in the market place。 Advertising both informs and transmit the information by creating an image that goes beyond straight direct facts。

2。3。3 The economic function

The two major schools of thought concerning the effects of advertising on the economy are the market power school and the market competition school。 According to the market power school, advertising is a persuasive communication vehicle used by marketers to attract consumers’ attention from the price to the product。 On the contrary, the market competition school regard advertising as a origin of information that stimulate consumers’ price sensitivity and competition。来*自~优|尔^论:文+网www.chuibin.com +QQ752018766*

In fact, we know little about the true nature of advertising in the economy。 An advertising professor, provides a different perspective。 He sees the economic function of advertising as “helping society to achieve abundance by informing and persuading members of society with respect to products, services, and ideas。” On the other side, he declares that advertising assists in “the development of judgment on the part of consumers in their purchase practices” (Wells, 1995:14)。

2。3。4 The social function

Advertising has a quantity of social functions。 It informs us of new products and teaches us how to use these information。 It helps us compare products and characteristic then make decisions。 It is universally know that advertising is the reflection of social culture, scientific and technological level and standards of consumption。