NEWSPAPER CONSUMER ADVERTISEMENTS AS A MEANS OF COMMUNICATION
ABSTRACT
Advertising
can be found everywhere around us. We come across advertisements in newspapers,
magazines, on billboards, television, radio, social sites, mobiles, computers,
and the means of public transport and at any place the sponsor pays to
distribute their message. It is performed using various media types, with
different methods and techniques most suited. Newspaper consumer Advertisement
is a kind of structured arrangement of communication in a limited, provided,
and available space. Communication basically involves sharing and understanding
messages and meanings. Successful communication takes place only when there is
an understanding between the sender and receiver of their backgrounds. The
words and pictures used in advertisements will have varieties of meanings. The
most common are denotative, connotative, and contextual. The newspapers
are cheap, easily available, and more reachable than glossy magazines. The
process of communication in reading newspapers exists at the mass level rather
than an individual level or elite group. It also includes non-verbal codes such
as graphics, settings, colours, postures, attire, denotation of the products
and services, and other visuals which may add meaning to the advertisement text
as a whole. The present paper attempts at dealing with how newspaper consumer
advertisements function as a tool of communication to reach and influence
potential consumers.
Keywords: advertisements, media, communication, codes,
readers, consumers