D - PUGSLEY, MARISTELA.pdf - DSpace - Universidade Federal do ...

12
pointed out the advantages of choosing press advertising.
VESTERGAARD & SCHR0DER (.1986), for example, state that
"printed adverts are easier to store and easier to study
than TV adverts; besides, TV commercials extend in time and
combiné sound and picture which makes it difficult to
reproduce them completely in a book. However, there is no
great disadvantage because TV and press advertising follow the
persuasive methods in the same basic way.LEECH (1966) in
his book English in advertising deals with both press and
television advertisements and just presents the differences
in design and structure between the two types, showing no
í
advantages or
disadvantages.
According to ANTRIM (1973), newspapers are essentially
a means of local publicity. Most national announcers prefer
to advertise their products in magazines which reach a
particular class of customers in an extended geographical
area. Magazines have advantages because: a) they last and are
kept longer than newspapers, therefore the reader has more
opportunities to read the ads and consequently remember them;
b) their layout is usually more attractive than that of
newspapers, which makes the reader pause in front of each page
and pay attention to the
ad(s).
Based on the opinions of the above mentioned writers
we
found at least four reasons for choosing the magazine as our
source of research: a) it is easy to store and study; b) it
reaches a large public; c) it lasts longer than the
newspaper;
d) it is also more attractive than the newspaper.