Communication in Advertising

Paper Summary:

This paper examines how interpersonal communications skills are important in building trust within groups, between people and across differing groups and organizations. It shows how advertisers tap into these types of interpersonal communication techniques in order to forge bonds with their target audiences and how lesser-skilled advertisers will often turn off their audience with ill-conceived messages, poorly delivered and often ill timed. Savvy advertisers know that, at least in the American marketplace where there are multiple companies with similar products competing, developing advertisement that, at least, establishes a common bond with its audience via interpersonal communications, both verbal and non-verbal cues, will be more likely to be successful.

From the Paper:

"Important to any group, organizational, or even individual relationship to keep and maintain cohesion is the element of trust. As an example, in the most basic group unit for many people, the family, trust between parents and children, between siblings, and between mother and father, all play a role in a family's cohesion. Through trust, children learn how to interact with those outside of the family, learn how to communicate with the world around them and develop self-esteem, or lack thereof. Because of the tendency for hierarchical relationships in families, people will often learn differing responses for communicating with those in their own age group, and with those older or younger then they are."

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