Advertising: impelling function of advertising. Almost all advertising is based on some action that the advertiser wants individuals to take. The desired action may be to move people directly to the purchase of a product (direct action), or it can be more subtle-for example, to move individuals toward a new thinking pattern in which the product or service is seen in a favorable light. An example of action-oriented advertising is the political advertisement, where the immediate desired objective is to generate positive feelings about the candidate and where the longer range desired action is to move the public to vote for the candidate. Two other examples are the price-off coupon offer in a print advertisement, where the desired action is the clipping of a coupon by the consumer and his or her subsequent purchase of the product, and the retail store sale advertisement designed to motivate the consumer to come to the store and shop.
Film or television production:
- any motion by performers on the viewing screen that is intended to be transmitted or recorded.
- order to begin movement in filming, as in "Lights, camera, action."
