The purpose of this text is to inform and argue the advantages of both TV advertising and print advertising. The text is a slightly bias critique towards television advertising but only as print media is on a spiralling decline in audience consumption, while TV is on the rise. This article may even be an unfair match as TV advertising has the upper hand with video representation being a higher advantage than print advertisements. Not to mention, the significant difference between audience demographics.
The author of this article, Eric Dontigney, writes with 10 years of professional experience as well as receiving a Bachelor of Arts in philosophy with a psychology minor. With a clear distinct style of writing, Dontigney communicates his ideas in a lightly formal manner, engaging the audience with easy to understand language for the everyday person.
Business owners, advertising companies and media students are the likely audience for this article as these readers would be interested to learn the different mediums that make the most profit in advertising, and/or learn how media consumption is adapting to a digital age. As a communications and media student, I would be a part of the intended audience as my future goals are in the media business. Articles like this personally concern me as I have an interest to work in print media. However, according to this article circulation in print is declining which consequently means a decline in clientele and profit. The path to print extinction is increasing each day as society becomes more digitally driven.
By giving direct comparisons between television and print advertising to make his point, Dontigney expects the audience to be shocked and concerned for the fate of print media. It seems through Dontigney’s article that print advertising and media is running out of time to make an impact in today’s digital society. While that may be a correct assumption, it is understood that his argument is against print advertising, making it appear as though print is now irrelevant. Although, he doesn’t back up his views with factual statistics, rather just stated points, so how can one be sure?
Dontigney’s structure of the article is broken up into sections to allow easier reading for the intended audience. This provides a much easier way to digest the information given. The headings also allow an insight to the prepared information as well as demonstrate the areas of which TV advertising has an advantage.
Dontigney, E. ‘The Advantages of TV Advertising vs. Print Advertising’, Demand Media, viewed 20 April 2015 http://smallbusiness.chron.com/advantages-tv-advertising-vs-print-advertising-18122.html