What is the 'information’ in an ad?

This article explores how ads convey information, which need not be simply facts or news. There are two kinds of information: semantic (knowledge-based, scientific, transferable, objective, outer-directed and brand positioning) and aesthetic (subjective, self-referent, emotional, inner-directed and brand image).

What is the 'information' in an ad?

Charles Young

In a meeting at a medium-sized baked goods company, the ad agency realised that the newly minted CEO, promoted from the financial side of the business, was operating with a mental model of advertising that you might call the 'news programme' model. It was evident, he believed, that if you have nothing new to say about a brand, you should not say anything.

The reason to spend money on advertising, he believed, is simply to introduce new products or to announce product improvements. Not surprisingly, the ad team invested a deal...

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