Management Communication N4- Mass Media and Advertising Revision 2025

Mass Media and Advertising. Management Communication N4.

Question: What is the definition of advertising?
Advertising is a paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. It involves organizations or individuals investing financial resources to communicate a message to a broad audience through mass media channels, without engaging in direct personal interaction with consumers. The primary objective is to inform, persuade, or remind the public about a product, service, or idea.

Study the advert below and answer the questions.
Question: What grabs your attention in this advert? Explain why.

The attention in this advert is immediately drawn by the striking image of a pair of legs, which dominates the entire visual. This bold image stands out, capturing the viewer’s focus and creating curiosity. Additionally, the clever use of text and font further enhances the attention-grabbing effect. The phrase “Get in shape without…gym” is presented in an eye-catching font that emphasizes the message. The combination of the powerful visual and the intriguing text makes the advert compelling, as it promises an alternative to traditional gym workouts, sparking interest in the product or service being advertised.

Question: Comment on the use of language to sustain interest.

The language used in the advert effectively sustains interest by making a bold promise: “Get in shape without… gym. ” This statement immediately captures attention, as it challenges the common notion that getting fit requires a gym membership. The promise of achieving physical condition without the need for a gym creates curiosity and encourages viewers to read further. Additionally, the repetition of the term “shape-up, ” along with the clever play on the product name “Shape-ups, ” reinforces the product’s purpose. This wordplay not only reminds viewers of the product’s core benefit—helping them get in shape—but also strengthens the connection between the product and its intended results, maintaining the viewer’s engagement.

Question: How does the advert create desire or need in the target audience?

The advert creates desire by promising to “tone muscles, ” which directly appeals to individuals who are looking to enhance their physical appearance and build strength. Many people are motivated by the idea of achieving a more sculpted body, and this promise suggests that the product will help them achieve that goal without the need for intense gym workouts. By focusing on muscle toning, the advert taps into a widespread desire for fitness and a lean, toned physique.

Another way the advert creates desire is by promising to “promote weight loss. ” This is a significant motivator for a large segment of the population, especially those who struggle with weight management. The promise of weight loss entices individuals who may be looking for an easier or more accessible solution than traditional weight-loss methods. By offering a product that claims to aid in this area, the advert appeals to people seeking to improve their body shape and overall health.

The promise to “improve posture” further appeals to the target audience by addressing a common concern related to health and well-being. Many people, especially those who sit for long periods or suffer from back pain, are eager to improve their posture. The idea that the product can help with this issue adds to its overall appeal, positioning it as a solution not just for fitness, but for better daily functioning and comfort.

Question: Who is the target market for this advert?

The target market for this advert includes fitness fanatics, individuals who are highly dedicated to improving their physical fitness and seek products that enhance muscle toning and body conditioning. The advert’s promise of muscle toning and weight loss directly appeals to their fitness goals.

Another key audience is fitness enthusiasts, who may not be as intensely committed but are still focused on maintaining a healthy lifestyle. The idea of achieving fitness results without a gym is particularly appealing to those who want convenience in their fitness routines.

Sports people also form part of the target market. Athletes focused on peak performance and physical conditioning are drawn to the product’s ability to improve muscle tone, posture, and overall fitness, which are important for both performance and injury prevention.

Question: Who is the sponsor of this advert?
The sponsor of this advert is Skechers, a well-known brand in the fitness and footwear industry.