PRINT ADVERTISEMENTS

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FUNCTION OF PRINT ADVERTISEMENTS

by Andrea Johnson

The function of an ad is what the text is intended to do by the senders and addressers, or perceived to do by the receivers and addressees (Cook 4). Print ads perform many different functions. Some see the function of print ads as to sell a product or a service. However such a definition of the function of print ads does not include ads that seek to inform the public of an event, an organization, or something else that might concern them. Thus another function of print ads is to inform. In addition during the time of the Super Bowl it is apparent that many people watch the Super Bowl not only for the game but also for the ads shown during the game. In fact many watch the Super Bowl to see the ads and they are not interested in the game itself. Here we see that another function of ads is to entertain. Similarly, print ads also perform this function. Print ads can also perform the function of being a critical response or comment. The criticism function is usually taken on Adbusters.

Functions of print advertisements:

The functions performed by print ads may at times also be combined in certain print advertisements. For example, an ad might function to both entertain and sell a product, or it may inform and criticize.