An advertising text seeks to attract the attention of potential buyers or users of what is being promoted.
Advertising is the state or quality of public, although the concept usually refers to the dissemination of advertisements for commercial purposes . Advertising is that belonging to or relating to advertising.
A text , on the other hand, is a composition of signs encoded in a system , which forms a unit of meaning and has communicative intention.
These two notions allow us to define advertising text , which is that which attempts to attract the attention of potential consumers regarding the product or service that we wish to promote . Specifically, we can say that an advertising text pursues two objectives: to publicize a product and to encourage the public to purchase it.
Characteristics of an advertising text
The advertising text can be developed from argumentative texts (since they present the reasons that should lead the consumer to buy the product or hire the service), descriptive texts (with the details and characteristics of what is intended to be marketed) and narrative texts. (when a short story is told with the intention of presenting what was announced).
In addition to these characteristics, it is necessary to highlight the fact that all advertising text is based on two fundamental principles: proximity to the recipient and economy. This is how you get the citizen's attention, in a brief, direct and interesting way.
Advertising texts aim at persuasion.
Some of its functions
In the same way, it should not be overlooked that the message that gives shape to this type of text can fulfill one or more functions:
Complementary . This work is carried out by the advertising text when it provides information or meanings that the accompanying image does not have.
Of intrigue . It occurs in cases in which it gives various data in successive deliveries. In this way, it is possible to have the recipient's attention captured because their curiosity is awakened.
Locator . This is the function carried out by the text that aims to fix certain images.
Identifier . In this case, it is what is done when simply presenting the product in question.
Purpose of an advertising text
There are many resources that are used when creating an advertising text because basically what is sought is to achieve the attention of the public and "get" into their heads. For this reason, it is common to use elements such as metaphor, hyperbole, synesthesia, phoneme games, hortatory tone or neologisms.
The purpose of an advertising text is always persuasion . For example: "Buy this chocolate made with cow's milk" is a text that, if intended to be an advertisement, has little persuasive power. A text that mentions "Buy the richest chocolate, made naturally with cow's milk from our own farm and subject to the most rigorous quality controls" would be different.
Your advertising copy is likely to include a tagline or tagline . It is a phrase that is used repetitively to identify a brand or establish an idea. An example of a slogan is “Think different” from Apple or “Impossible is nothing” from Adidas .