No one remembers the date or even the year of birth of the industry. Maybe it takes its roots from the first rake or the wheel created by some fellow from the cave. Thousands of years have passed after simple inventions, bringing us more significant, more advanced technologies. In the twenty-first century, people are surrounded by numerous products and services created to make our lives comfortable and bring pleasure. The commercial world never stops developing and will continue, even if inventions and discoveries stop. What is the “Perpetuum mobile” of trade? Advertising.

A paradox lies in a simple fact; advertising was born before the industry. There were other values to advertise before the wheel or a rake. Ancient society was not less competitive than ours. People were always sure that their land, possessions, women, and resources are the best, the biggest, and the most desirable. Boasting off was an ancestor of advertising that now is a full-forced king of the industry. It isn't easy to choose what’s right out of the hundred products that have the same effect. Advertising helps people understand the difference and shows the strong sides of each. Analyzing information about products, a customer chooses a product that best matches his needs. Before delivering a product to a market, you have to show why it should be bought.

There are dozens of ways to advertise products and services. We see adverts on TV, in magazines, in newspapers, in the form of posters and stickers, billboards, various activities, sponsorship, etc. The twenty-first century is a century of modern technologies and the Internet. The online advertisement is destined to be 10% more effective than a TV advert. Advertising agencies offer a wide range of services for clients, including online work. The creation of a website where all the information could be found is the first step. Next is design and content. People long for quality and beauty and it is within your interest to show it to them. Internet services include copywriting or otherwise methods of writing and editing used to achieve a higher ranking in internet search engines. By placing the right keywords onto web pages, a copywriter reaches the aim of making the product or service more popular among internet users. Outstanding specialists and real sharks also used various pop-ups and other methods in this business. Due to a couple of efforts, a product is at the top of the marketing list. Advertising brings miraculous income and increases the income of companies using advertising agency services. Once the world got acquainted with advertising, cooperation will never stop, the only change will be a change of methods.

What is your reaction to advertising? Well, do not tell me that it annoys or irritates you. I know that. The same goes for me. I’d like to know how you act after reading some advertising pieces. For example, sometimes it makes you just rush to the nearest store and buy the advertised item. Sometimes the name of the product may linger in your mind for a long time, despite your resistance and desire to stop thinking about it. Awful. There are also cases when, on the contrary, you cannot remember the name of the advertised product. Weird. Occasionally, you do like advertising, when it conveys something useful and helpful to you. As you see, it has different or even quite opposite effects. Why? Because the effect of the advertising depends on the type of the advertising text. There are four of them. Persuading texts to emphasize the advantages of the product. Urging texts aim to make the customer memorize the product's name, so they repeat it many times. Informational texts provide us with information about the product. They are clear and short. Reminding texts are very brief.

Though the four types have their own peculiarities, all of them comprise five essential components: title, subtitle, the main text, caption, comments, and slogan. The title should capture the attention of the audience. It is the pivot of advertising and the most powerful appeal to the potential buyer. If the title fails to attract the readers’ attention, they won’t read your message and won’t become your clients. The subtitle connects the body of the advertising with the headline. It is another opportunity to make the reader buy from you. So, do not miss it.

Usually, the headlines sound like promises or bargains. In the body, you should explain how you are going to fulfill them. The body is the essence of the subliminal advertising message. Emotional words and phrases are especially effective in creating the image of the product. They appeal to people and convince them to buy. Make explanations to your audience in simple sentences using clear words.

There is no necessity to stuff your text with specific terms no one except you knows. If people do not understand something about your product, they won’t buy it. You should strive to provide more information with fewer words. All the additional information about the sales is presented in the caption. Comments usually describe some particular product feature or dwell on the included pictures, and photos.

We can divide the diversity of advertising texts into four main groups: informational, reminding, urging, and persuading. Informational texts should be simple and brief. Reminding texts are succinct. Urging texts should repeat the name of the product many times. Persuading texts emotionally concentrates the reader’s attention on the advantages of the product. The key elements of all the advertisements.

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