Advertising (in English: Advertising), (in French: Publicité) advertising has its roots in the social life of humans, it is an action in which a seller or producer tries to make a potential buyer aware of the production of this product by doing something. This action is done by various methods is done
Today, advertising has a significant presence in the field of information and is considered the main and important part of media work and one of the important sources of media economy; For this reason, people who are active in the field of ethics in the media constantly state that the reporter should not mix the journalism profession with advertising work and should not accept any direct or indirect rewards from advertisers.

Definition of advertising

There are different definitions of advertising; Some have defined it as doing an organized activity to spread an opinion or draw people’s attention to someone or something, and another collective in cultures means; It has been called “notifying”, “announcing”, “delivering”, “notifying” and “advertising”. In a French culture, advertising is defined as: a set of signs and messages for the audience, which, against a certain amount, introduces the organization, industrial product, or brand, or any other means to the audience, or encourages them for a product or service. It is also written in the “Laros” culture in the definition of advertising: ways to introduce the commercial and industrial apparatus and its achievements.
In another definition, it is stated about commercial advertising; Any form of non-personal communication about an organization, product, service or idea for which money is paid by a recognized sponsor.

All kinds of advertisements

Researchers in the field of media advertising have divided advertising into ten types based on the type of media used for this purpose: newspapers and magazines, photos and movies, cinema, mail, radio, television, posters, books and brochures. Electronic signs in the streets and public places and the Internet.
On the other hand, some advertise in two general categories; Commercial advertising and non-commercial advertising (advertising for idea, ideology and political or social purpose) have been divided.
Also other divisions including; Service advertisement (advertisement that will advertise a specific service), advertisement with music, dramatic advertisement (in the way of displaying a specific product) and government advertisement (in this type of government advertisement in order to support the industry and production, the advertisement costs will take over) is provided.
Guaranteeing high and continuous sales, showing the importance of the product compared to similar products, making it easier for sales distributors, and not forgetting the product by the customer and registering it in their minds are among the things that researchers in this field have listed for advertising purposes.
Attributes
A- Advertising is like the process of mass communication including receiver, sender, message and feedback.
B- The advertisement is published against a pre-specified or agreed amount.
C- Missionaries or advertisers can do it through various tools and mass communication channels.
D- Usually, the advertisement is published for a specific target audience group, and the advertisers already know the political and social characteristics of the target group.
F- The purpose of advertising is to attract the attention of the audience to buy.

Indicators of successful advertising

1- Advertising should be continuous.
2- If the advertisement is published in audio and video media, its broadcast time should not be less than 30 seconds.
3- To be expressed or written in a language that the general public can understand.
4- Before publication, the specific target group and advertisers should consider their full characteristics.
5- Before publishing the advertisement, the market situation, the possible level of acceptance, the sales status of the product and the level of acceptance of the product should be evaluated.

Advantages of advertising

1- Commercial advertising will make the audience receive appropriate information about the product’s features, know the difference in prices, and increase their power of choice.
2- This type of advertising in the media will increase the demand and as a result sell more of a particular product or service, and this will systematically improve the labor market and reduce unemployment.
3- Advertising is a kind of indirect investment and an opportunity to generate income for the media, it lowers the prices because it encourages mass production and thus it causes the prices to decrease.

Disadvantages

Although in general; Commercial companies invest in advertising with the assumption that it will increase sales, but there are criticisms on it. For the first time, advertising was criticized in an academic center in America, then a private society was established under the title “Anti-Advertising Society”. This society had criticisms on commercial advertising, some of which are as follows:
1- The message published in the ad is most likely not true.
2- The advertisement will have a negative impact on the society because it makes claims in cases that are not true and factual;
3-Advertising will have a negative effect on the audience’s taste and mood because it is constantly repeated in the media.
4- Advertising will increase the class gap;
5- Consumerism, fashionism, objectification of life, and objectification will flourish as a result of advertisements.
6- Companies that have more financial power will become more powerful in the advertising process.
7- Advertising causes the exclusive growth of big media. Big media monopolies work to the detriment of smaller media companies by lowering prices on the one hand and increasing coverage and giving space to advertisers.
8- Advertising is viewed as an act that manipulates minds, enters people’s privacy uninvited and encourages people to buy items that they do not need or that are harmful to them.
9- In the process of advertising effectiveness, children are more easily deceived than adults due to their cognitive and social development.
10- Advertising affects value systems and weakens them.
11- Since advertisement is the source of income for the media, by exerting influence and putting pressure on the media and abusing them, they direct the content of the media directly and impartially to their interests, and in case of resistance, Against this media influence, they face the risk of losing their financial support.

General principles of advertising

In 1937, at a congress in Berlin, Germany, principles were approved under the title of basic principles of international regulations on advertising ethics, some of the provisions of which are as follows: – Advertising is a type of media service for the public, the success of which depends on the level and level of trust of the audience, so no issue should deprive the audience of this trust. Considering that one of the main reasons for the success of advertising is the degree of impact of the advertised product on the target audience, therefore, there should be no obstacle to neutralizing or neutralizing this impact. – In order to promote their products, companies and organizations should emphasize the truth and present their products without any exaggeration. – The detailed specifications of the product, such as weight, composition, price and type of after-sales service, should be announced in the advertisements. – Pharmaceutical advertisements should not be presented in such a way that the preparation and consumption of that medicine is considered the main method of treating the disease.

Creating attractiveness in advertising

Mark Twain: By having powerful factors, you will achieve your goal … and rightly so.

The success or failure of your marketing activities depends on the type of words you choose to introduce your products, services and position in advertising. You are free to choose the words. The main problem is the use of absurd and meaningless words. The brain is suddenly emptied of any creative thought. This is when the sets of sentences used to make dramatic changes in advertising lose their magic. Meaning, it is a set of pre-written phrases that, by adding to the ad text, will provide your website with extraordinary power and the possibility of choosing different options. This collection is actually an incredible journey through words that will add charm, color and feel to your ads. You can liven up your ads with phrases containing daily tips.