Advertising and Public Relations · M2 · read

Magic of meaning

Unit 2.6 · Advertising theories

M2 notes pp4–5

Definition. The magic of meaning refers to advertising’s association of goods with social or emotional meanings beyond their functional utility.

In simple words. Product ke saath feeling ya social meaning jod diya.

Understand it step by step

  1. Start with the functional product: detergent cleans, a drink refreshes, a watch shows time.
  2. Then identify the added symbolic meaning: fairness, friendship, achievement or belonging. Story, casting and imagery build the association.
  3. In your answer, show the bridge between product and meaning. Do not claim that purchasing the product automatically creates the promised social condition.

See it in use

Practice question. Explain the magic of meaning in advertising. [3 practice marks]

Answer

Advertising can attach emotional and cultural meanings to a product beyond its physical function. Symbols, stories and associations encourage audiences to interpret the product as part of a desired identity or relationship. The symbolic association must be distinguished from the product’s actual functional performance.

Yaad rakho: Function + feeling = added meaning.