Advertisement – The advertisement is a text to create an ad or dissemination to the public for commercial, institutional, political, religious, etc.

Advertising is a textual genre that belongs to the domain of advertising language, often found in newspapers, magazines, the internet, television, radio, street signs, and commercial establishments.

Amid the plurality of media we have today; advertising is present in all of them. The ad always follows its fundamental principle of persuasive argumentation and objective language, with some adaptations for the average in which it will be broadcast, be it television, a billboard, etc.

Advertisement Summary

The advertisement is a persuasive text in straightforward language, which uses creative resources to win over its audience.

It can be divided into verbal, non-verbal and mixed.

Its structure consists of the title, body text and call to action.

What is an Advertisement?

Commercial, educational campaigns by NGOs or governments, cultural, religious or political movements, etc. It is fundamentally persuasive; therefore, its main objective is to convince people to buy a certain product or change the public’s behaviour. Form of text aimed at promoting a product The advertisement is a

This type of ad uses playful and aesthetic resources to win over your audience. However, it differs from art, which is also active, as the only purpose of the advertisement is to induce the public to a type of behaviour, usually consumption. Art is geared towards multiple thoughts and can have a much more critical bias.

Types of Advertisement

Advertising can be Divided into Three Types :




In addition, it can be classified as oral or visual. Advertisements in magazines or on the internet are examples of visible advertisements, and advertisements made on radio, television or podcasts can be examples of oral advertisements.

Non-verbal ads :

These are ads that only feature images. In this case, authors must use creativity only to convey their message pictorially. It is prevalent to see this type of advertisement in places with a large flow of people, such as subway stations, where the public does not have time to read texts.

Verbal Ads:

These are usually short and effective phrases. This type of ad is widespread in print media vehicles, such as newspapers and magazines. Unlike advertisements posted at subway stations, verbal advertisements are aimed at an audience dedicated to reading.

Mixed Ads:

As the name implies, mixed ads combine written text and images, which are the most common in mainstream media.

Advertisement Features and Structure

The main characteristic of the advertisement is the use of appealing and direct language. With the liquidity of today’s world, where all information is quickly lost, promotions must fit this logic well and reach their target in the most impactful way possible.

In addition, advertisers need to be increasingly creative since the more advertising “plays with people’s reality”, the greater the chance it will remain in circulation and fulfil its objective, whether of consumption or appeal to a brand. Certain cause.

From a structural point of view, advertising usually has the following characteristics :


text body;

invitation to action.

How to make an Sdvertisement?

First, the advertising copywriter has the AIDA formula (attention, interest, desire, action) as his goal. Thus, with an extensive market study and comparison between competitors, it will be possible to produce a text with creativity, and that meets current trends.

Each step of the primary ad structure meets one or more of the requirements of the AIDA formula:

Title :

  1. It aims to express the recognition of a consumer need or desire, select/delimit your audience, provoke curiosity and inform.

Body of the Text :

  1. It must contain the creative inspiration of the author. In addition, it must present the following reasoning in a guided way: address a desire to be fulfilled, suggest its satisfaction and give evidence that the delight will be accurate.

Invitation to Action:

  1. Briefly, the advertiser must lead the reader to action through imperatives such as “buy”, “acquire”, “subscribe now”, etc. Remember that the advertisement is immediate, and the consumer must be convinced to act as quickly as possible. Phrases like “Why not do it now instead of putting it off for later?” are widespread in this type of text.