Advertising remains as the commercial form of communication to define the key parts of

the product. In recent days, advertising has evolved to three major functions like
identification, information and persuasion to attract the consumers. In this textbook, an
award winning ad for after shave lotion is considered as an example.
Identification: In this function, in older days, it focuses on the brand name and place
where you can find the product. But in recent days, it targets the end user i.e., the
customers to whom the product is made available. The ad intends to say that the product
is suitable for men of all categories. This had a great impact among the buyers and the
distribution level of the product is increased to an extent.