Impact of Advertising Context with Reference to Print Advertising

Advertising context refers to the surrounding or the environment within which an advertisement is found. Context in the case of print advertisement includes other advertisement of related or similar products, or of unrelated products, news contents, articles and editorial content etc. A consumer or the reader do not assess the advertisement alone but assesses it along with its context. Thus, it is important that the advertiser take into consideration the role of context and design and place the advertisement in such a way that there are no chances of misinterpretation of the advertisement. Paper tries to find out what influences can a context have on the interpretation of a accompanying advertisements and how can the context be favorably used to ensure that desired result is achieved from the advertisement