Yuliia Oliinyk

Khmelnytskyi National University

Scientific Supervisor: PhD, Davydyuk Yu.B.


The article is aimed at throwing light on therole of advertising as a powerful means of influence on the target audience. Among its main functions there are the following: economic, marketing, communicative, educational, and linguistic. Promotion tools have been analyzed from the perspectiveof different dimensions to indicate what the overall purpose of marketing activities in modern society is.

Keywords: advertising, functions, marketing strategy, language of advertising

With the advent of the 21st century, one can observe a consistent trend of mass media gradually taking root in virtually every aspect of society’s life. Particular focus should be directed towards publicity as one of the key factors contributing to the process of building so-called “contemporary culture”. No matter what form it is expressed in, we inevitably absorb all that information on the subconscious level and keep in memory for further use. By aggressively invading into various spheres of human activity, manufacturers play a major role in shaping our outlook, general opinion on trivial things, therefore, restrict the ability to make our own choices – barely perceptibly, though. Plentiful marketing strategies, elaborated for years, are based on rudimentary anatomical and psychological knowledge, thus, they are bound to be successful in the creation of the effect of brand awareness.

This article is based on the subjective analysis of the growing importance of the promotional aspect in companies’ activities applied through mass media. The object of study chosen to concentrate on in this article is an advertising campaign. The topicalityis determined by the fact that marketing currently is one of the most actively developing fields, making a considerable impact on both domestic markets and global economy.

Mainauthors’ goal before writing a genuinely selling piece to be subsequently published, broadcasted, by and large, conveyed to people via any possible sources of information, is to arise their interest. All other criteria that indicate the effectiveness of a marketing policy are merely consequences of the above mentioned. This will imply that specialists working in this field necessarily take into account the peculiarities and needs of the target group so that the commodity promoted would be in demand. Even an insignificant age gap between several random people might reflect on their consumer baskets, let alone differences in serious behavioral aspects. In view of the stated assumption, through thorough surveys regarding the current situation on the selected market of products, companies have the opportunity to find out what exactly people of any age, sex or even race value and look for at the moment.

Advertising fulfils various functions in modern society, such as economic, marketing, communicative, educational, linguistic, and so forth [1, p. 105]. Let us take a closer look at eachfunction. Speaking of the economic component of the comprehensive promotional process, it is essential to point out that by informing consumers on products’ appearance on the market, advertising, thereby, makes a huge impact on the demand formation and boosts sales. The more a person enquires about certain goods/services they are aimed at ordering or purchasing, the easier it becomes to adopt a conclusive decision. In addition, the use of a variety of promotional tools altogether serving as a pro-competitive factor leads to the introduction of innovations in industries. This, in turn, provides consumers with the production of high quality.

The marketing function is based on constant mutually beneficial communication with the public and, as a result, building a unique strategy that should improve business success rates. Producing high-value commodities, which meet international standards and requirements, unfortunately, is not sufficient for creating own base of customers. Unless a market is characterized by a monopolistic form of economic relations organization, which is unacceptable under conditions of the market economy – basis for normal functioning of any civilized state – manufacturer should pay proper attention to “telling” others about their brand-new merchandise. The overall procedure of making and distributing goods is of no importance in case a proper promotional policy has been implemented. With the help of it, companies inform regular and potential customers about a given offer, encourage them to choose it and discourage them from using the offers of competitors.

The essence of advertising communication is, basically, sharing of information, which makes up a communication process. An advertiser establishes contact with the consuming public, and based on its preferences applies to advertising agencies, with the help of which an appropriate marketing strategy is formed. Through accurate analyses, a commercial offer transforms into a qualitative material before being presented to the public. Plenty of various communication channels including printed and electronic means to disseminate information deliver an advertising message embodied in a certain form from the source to the recipients[3, p. 114-116]. It certainly does not imply that this transmission occurs solely in one direction since shortly after this step has been made, advertisers expect a positive reaction of customers.

Once any innovative product has been put forward on the market, advertisers’ main task is to acquaint people with the instructions of how to utilize it for one’s own good. Marketing campaign thereby fulfils the educational function, as companies are most interested in assuring consumers that they would gain advantage from such purchase. This way, the advertising sphere serves as a mirror of the scientific and technological progress to some extent. Apparently, people would see no point in acquiring anything new provided they were not fully aware of what it was for.

The desired outcomes cannot be achieved without the benefit of a vast range of linguistic means which constitute the language of advertising. Professional copywriters are well aware of the fact that certain expressions, unusual word order and other ‘tricks’ wisely put into the text serve as an impetus for a potential customer to opt for goods or services. Phraseological units, catchphrases, aphorisms – companies representing famous brands do their utmost in order to attract as many clients as possible. Promotional slogans should be attention-getting as well as easy to remember, furthermore, they can entertain or set to thinking. As a rule, a fine piece or perhaps a brief creative video appear to be more than enough to stick in others’ memory.

In the context of product life cycle phases, advertising is resorted to for different reasons, depending on companies’ short- and long-term tasks. Take, for example, the launch or introduction phase, when the manufacturer sets a goal to introduce a new product to the market, consequently, needs to provide information on its features presented in a positive manner to regular and potential buyers. Uniqueness usually comes as a top priority to focus on, in that case, it’s feasible to avoid consumers’ resistance. In the growth stage producers strive to strengthen their positions, which is achieved through stimulating customers to stick to this very brand due to its multiple benefits in comparison with competitors’ products. The maturity phase is characterized by the manufacturers’ need to maintain customers and gain their loyalty by meeting their expectations for a product or service. In the decline stage, the most severe problem companies, both small and large ones, face head-on is a rapid decrease in sales, correspondingly, profits[2, p. 56].

To sum it up, advertising is one of the most extremely effective and all-embracing promotion tools ever invented. It can win the consumer interest, hold it and lead to purchase. Thanks to mass media, advertising reaches nearly every corner of the world. Despite the high costs, companies are still eager to use this form of promotion. They invest in it, especially when introducing new products to the market.


  1. La Ferle C. Enhancing recall and recognition for brand names and body copy: A mixed-language approach. Journal of Advertising. 2008. No.37, P. 107-117. URL:
  2. Cook G. The discourse of advertising. 2nd edition. London, 1992. 272 p. URL:
  3. Jhally S. The Codes of Advertising.1st edition. New York,1982.240 p.