Literacy may be defined as the ability to search for knowledge, write rationally, and think perilously about the written word. Literacy is a wide field as it applies in most the walks of life. It usually includes a complex set of abilities to comprehend and apply dominant symbol systems of culture for community and personal development. The most critical path of any literacy is based on reading development, progression of skills that begin with the capability to comprehend spoken words as well as decode written words. This brings in a deep understanding of a certain text. However, literacy varies from one field of life to another. For example, literacy in societal perspective is not the same as career literacy (Elliot and Kritsadarat,1998).This discussion will aim at understanding career literacy with main focus being on the advertising literacy.
Advertising literacy may be defined as the aptitude to obtain, comprehend and understand basic information and services appropriate for concrete advertisements depending on the target customers. Lack of advertising literacy increases chances for poor sales, which may as a result of poor marketing. Proper understanding of the target market would be an extremely critical measure for the level of literacy in advertising.
Advertising literacy is determined by several factors. Proper understanding of this crucial section of the advertising profession is an assurance of improved delivery of services in the marketing field. These factors include level of reading, numeracy level, cultural barriers, language barriers, format and structure, and constructiveness of intervention (Singer and Santa, 2007). These factors would be tremendously influential in how information is understood, interpreted as well as followed on a certain product.
Advert literacy is also extremely crucial among marketers. It is compulsory for marketers to understand some basic information on the marketing field. Research shows that most marketing companies do not understand the role their understanding of the profession would play in making a turn around in marketing (Singer and Santa, 2007).
Advertisement is a truly critical discipline of study. It is defined by various virtues, which any individual willing to take it as a line of study has to comply with for delivery of quality services. While studying this discipline, an individual is expected to have gone through proper understanding of the fundamental principles governing success in the field.
This field in most cases goes along with a lot of reading which must be accompanied by understanding and ability to interpret what has been taught in class to practical work while dealing with clients as one aims to influence a market. Most of the information gathered in a class is built on practicality (Yeshin, 2006). Therefore, every individual hoping for success in this sector has to pay some attention in gaining an understanding in this field.
Advertisement as a study encompasses various terminologies, which have to be understood by students. Therefore, this tool of mastery of language according to the field of study is extremely crucial. Different vocabularies stand for different meanings, and they have to be understood accordingly, matching their meaning with practicality. Advertisement is among professions with most complex terminologies and phrases (Yeshin, 2006). This means that anyone hoping to undertake this profession must be ready for intensive reading, which will result to their understanding on these complexities. Understanding does not mean mere interpretation of this term but practicality of the understanding.
Language is the definition for proper communication in any field. In advertisement, communication is equally relevant. As a profession, it is defined by a given form of communication where courtesy is the main principle in the language among these professionals. Clients do not have equal communication strengths (Yeshin, 2006). It is extremely critical for advertisers to be cautious on the type of language they use in the adverts. Some forms of language would bring in customers while others would reduce clients.
Understanding of different cultural values is the other literacy for advertising. This means that the advertising company cannot conduct an advert that violates the norms and values of the culture within which it has been set (Yeshin, 2006).
Research is a vital tool for advertisement sector. It is through research that the needs for clients are established. Unless the marketer identifies what customers are looking for, it will be hard to develop a quality or eye-catching advert. Research aids the company to measure what their rivals in business are offering. Possession of literacy on how to conduct a valuable research will be an avenue for success for the marketing company.
Proper Company-Client relationship is another trait of literacy that advertising possess. It dictates that there should be proper relationship between the advertising company and the client. This is a sign of quality and collaborative services that are likely to take place. As much as it may bring in massive gains to the company, it will make the company friendly to its clients as well as make it famous among many people. Proper relationship in this sector comes along with respect for decisions made the client. The client is also expected to stand for the decisions that the company makes. He or she should be ready to listen to any advice that the company may offer to the client.
Advertisement as a profession requires people who can easily understand instructions given according to what is expected of them. Different advertisements will be tabled in a marketing company, and it is upon the company to understand how to formulate certain trends necessary for the advert. In this case, understanding of instructions is particularly crucial (Singer and Santa, 2007). Clients will always give instructions depending on what they want to be contained in the advert.
Marketing involves the use of brochures, Posters and billboards which have to be designed according to the preferences of the client. This is a critical point where understanding and interpretation of instructions should be considered.
The other factor that influences advertising literacy is possession of decision making skills. It is at this juncture that knowledge is put into practice. Depending on the recommendations by the client, the advertiser should come up with a concrete decision that will enable the client regain market for his or her product (Singer and Santa, 2007). Among the principal decision making skills, one should possess include proper calculation of costs of making an advert and deciding on charges that one should charge the client.
The other factor that is tremendously influential in advertisement literacy is possession of knowledge on current trends in the advertisements sector. Technology is one of the factors that any sector should not ignore. Advertisement field being one of the most developing sectors, technology is immensely influential (Elliot and Kritsadarat,1998). Therefore, it is upon every individual willing to work in this sector must be ready to undertake research on modern technology and how it should be used in making this field outstanding in service delivery.
Technology can never be ignored in this sector. With almost everything becoming technically influenced, this sector cannot be left behind. With proper understanding of technology in the h sector, activities in advertising companies will be easy to carry out. It will be easy to monitor administration in the sector and maintain quality services.
It would be uncompetitive for any profession in this sector not to understand new arrivals, which would change the face of the sector. Among the current trends in an advertisement is the use of internet for marketing. This moves any business form national competition placing it to global competition. With increasing inventions in social media, it has been easy to take business form a national reach out to international rank (Elliot and Kritsadarat,1998).
Technology comes along with adverse inventions, which every professional in the health sector should understand. With knowledge on new technological systems, the professionals will be able to offer adequate services, which will be of high quality. These will minimize risks which may be due to minor mistakes as a result of lack of proper knowledge or ignorance by practitioners. Therefore, it should made compulsory for all advertisers to possess knowledge on current trends on technology. Technology is a drive force and cannot be ignored in this field (Elliot and Kritsadarat,1998). Every individual willing to undertake this profession should be ready to dig out for inventions that would aid in making this sector achieve its best rank.
Literacy is a wide area with each sector in the walk of life having unique literacy traits. It goes beyond reading, writing, understanding and interpretation of given information. In the advertisement sector, literacy is broad. It ranges form reading, writing, communication, and technology. Since this sector deals with promotion of certain products, with an aim of gaining new clients as well as maintaining the old ones the above virtues must be considered.
Elliot, Richard, and Kritsadarat Wattanasuwan. "Brands as symbolic resources for the construction of identity." International journal of Advertising 17.2 (1998): 131-141. Print.
Singer, Jessica, and Santa Barbara California. A retrospective interview study of literacy sponsorship and first generation Latino college writers. Santa Barbara, Calif.: University of California, Santa Barbara, 2007. Print.
Yeshin, Tony. Advertising. London: Thomson Learning, 2006. Print.