Using hedonic and pragmatic motives in advertising

One of the most important functions of advertising is to provide information to the consumers about products and services. Underlying the long standing debates over the function of media advertising is the question of whether advertising is designed to provide information to consumers for making them intelligent product choices or not. Critics claim that advertising is essentially persuasive or suggestive and that the provision of information content is secondary importance for advertisers. For this reason, the extent of information that is contained in advertising is an important issue to scholars, critics and target audience of advertising. The purpose of this research is to make a general assessment of magazine advertising messages in terms of informative content. This study has analyzed the content of the sample consisting of advertisements from 5 consumer magazines in the year of 2012. Keywords: Pragmatic, Hedonic, Advertisment.