Extended reading read the magazine article about advertising. Advertising, the power of persuading. In just one day, a person can see hundreds of marketing messages. Advertising has become part of modern life. But what is advertising exactly? In short, IT refers to the activity of promoting a product or service. In other words, IT tries to persuade people to buy a product or service. The history of advertising has always been closely linked with that of the mass media, from the ancient simple advertisements painted on outdoor signs to the colorful interactive ones in smart phone apps, advertising and the mass media have developed hand in hand. As media channels have grown in number and type, so have advertisements. Because the mass media reaches so many people, IT is a perfect vehicle for advertisers if an advertisement is placed on a popular website or on T, V at peak times, a huge number of people will know about the product or service. IT is advertising. In addition to making people aware of a product or service, a successful advertisement will also create a desire to buy, thus sting business. That is why when a company wants to promote a product or service, IT often launches a mass media advertising campaign based on the psychology behind creating a desire to buy. Advertisers have developed ways of persuading people into purchasing their products or services. A common technique to make an impact is to create a memorable slogan. Slogans use simple but impressive language to make us remember the product or service being advertised. Some of these slogans may also appeal to our emotions. For example, a slogan may connect to find china tea pot aims to promote with our pride in having good taste. You will hear a variety of slogans anytime you watch T, V, think about your favorite one, what makes IT special, and what message does IT try to get across a slope in which communicates an idea effectively, can boost sales and even become part of popular culture. That is, the power of memorable slogans. Another technique advertisers often employ is to link the company or product to a brand ambassador, a famous actor, a sports star, or even a national character. Think of a popular fast food restaurant. Does IT have a brand ambassador? Is the brand ambassador popular among potential customers? The more we like the brand ambassador, the more we will be attracted to buy the product. Of course, some advertisements are not so obvious. Product placement is typically used in films with huge box office success and T, V shows with high ratings. Some films are now sponsored by leading brands, so that only their products appear in the films like the watches worn by the title character in the James bond films. Other types of mass media use product placement too, including video games. IT is not uncommon for sports video game series to feature different in game equipment with real brand names. We absorb these marketing messages without thinking about them too much, yet they will probably have an effect on us the next time we go shopping. In the past, advertising was all about reaching as many people as possible with the same message. Now advertising is becoming more digital and more personalized. Already, we may see online advertisements for products or services we have previously searched for on the internet, and we are very likely to receive special discounts, promotions targeted specifically at us. In the future, advertising will be even more about understanding individual customers and sending them advertisements that are tailor to specific needs. Not only will this make them feel more valued and enable them to see what they are most interested in, but I will also help companies target their customers more efficiently to have a positive effect on sales.