By Zieliński Jerzy

Advertising message: the art of persuasion in marketing

In today’s world, where we are bombarded with advertisements at every turn, finding a way to capture the attention of potential customers is crucial to the success of any marketing campaign. This is where the advertising message – the content that is designed to convince people to buy a product or use a service – comes into play.

What is an advertising message?

The advertising message is a key element of any marketing campaign. It is the one that attracts the attention of the audience, convinces them of the product or service and influences their purchasing decisions. An advertising message is the key message or content that a company wants to convey to its customers. It’s not just a slogan or a catchphrase, but the entire message contained in the advertisement that is designed to persuade the audience to take action.

The advertising message can be based on various elements, such as:

  • Benefits of the product or service: An explanation of why the product or service is valuable to the customer and how it can solve their problems.
  • Emotions: Introduce the emotions they have associated with the product or service, such as joy, a sense of security or fulfillment.
  • Social proof: Provide feedback from other customers or evidence that the product is popular and effective.
  • Uniqueness: Highlight what makes a product or service stand out from the competition.

Creating an advertising message

Creating an advertising message is a more complicated process than it may seem at first glance. It’s not just a few words or images, but a well-thought-out strategy to convince customers to buy your product or service. A key element is to understand the target audience and what motivates and engages them. The advertising message should be clear, understandable and unambiguous to effectively convey the benefits of the product or service. It’s also a place where you can use creativity and innovative approaches to capture your audience’s attention. A properly created message can set a brand apart from the competition and influence positive purchasing decisions by customers. So it is worth the time and effort to create it in order to achieve success in the field of marketing.

Structure of the advertising message – elements of an effective advertising message

For an advertising message to be effective, it must meet several key criteria:

  • Clarity: The message should be clear and understandable to the audience. It must leave no doubt about what the company offers.
  • Understanding the target audience: The message should be tailored to the needs and preferences of the target group. It needs to talk about what is important to them.
  • Call to action: The message should include a clear call to action, such as buying the product, visiting the website or contacting the company.
  • Creativity: the advertising message can use creative elements that will catch the attention of the audience and remain in their memory.

Functions of the advertising message

Advertising message features play an important role in creating effective marketing campaigns. An advertising message is not just a tool to inform people about products or services; it has a broader range of functions that affect the effectiveness of marketing efforts.

  1. Informational: The advertising message communicates the existence of the product or service and conveys relevant information about it, such as features, functions or benefits.
  2. Persuasive: The persuasive function of an advertising message is to convince audiences to choose a product or service over competing solutions.
  3. Building brand identity: Advertising messages help build brand identity, create image, values and uniqueness.
  4. Emotional: The emotional function of an advertising message is to elicit positive feelings and emotional reactions in the audience, which can influence their brand loyalty.

Each of these functions plays an important role in creating effective advertising campaigns and has an impact on the effectiveness of the advertising message.

Examples of successful advertising messages

Nike – “Just Do It.” This is one of the most iconic advertising slogans that inspires people to take action and achieve their goals.

Apple – “Think Different.” This slogan emphasizes innovation and the courage to think differently, which is characteristic of the Apple brand.

Coca-Cola – “Open Happiness”: this advertising message focuses on the excitement and joy that drinking Coca-Cola can bring.

Audi – “Vorsprung Durch Technik”: This slogan emphasizes the advanced technologies that set Audi cars apart in the market.


It is worth emphasizing the key role played by the advertising message in today’s marketing world. It’s not just a tool to inform about products and services, but a true art of persuasion to convince consumers to choose a particular brand or solution. Through informational, persuasive, brand identity-building and emotional functions, advertising messages influence purchasing decisions and create relationships between brands and consumers.

Looking for digital marketing support? I’m here to help!

Dodaj komentarz.