Institutions and Commercial Advertising

Institutional adverting is when an organisation decide to promote its intention more than their goods and services. This is designed to help spread the brand of the company to the public even more which is good for  the organisations which use this method as it allows them to improve their brand reputation and the good intentions making it a form of brand advertising. An example of a market that uses institutional advertising is cigarette companies who indicate that they do not suggest their consumes to smoke to much, they do this by showing the harm of what too much smoking does to you. This suggest that they advertise the products but show what they intentions are by letting the consumers know by using the package letting their audience understand that they care about cancer and they are suggesting to their consumers to stop smoking. Another, reason that institutional advertising is used by companies is that it allows them to let the public know what they their aims are which is a good way of letting customers know that their favorite store is ethical and cares about their customers. 

This advert suggest that they care about families and that they understand the importance of family which is ethical . this is good as it improves the brand image of Pillsbury as they would be more trusted by families as they would the intentions and aims of the company. Furthermore, at the end of the advert Pillsbury slogan 'Made at home' indicates that they understand the importance of home cocking which they could deliver to people who love home made cookies. The purpose of this advert to spread awareness of the companies brand since they did not focus on the product until the end of the advert which indicates the main purpose of this advert was to spread brand awareness.