Advertisement [using APA 6th ed.]

Overview

This source is not covered by the APA style manual. Check with your lecturer before using this suggestion which is based on APA style.

We recommend you reference only advertisements that are in some sense recoverable.

Reference the advertisement according to the style for the source, i.e. an advertisement found in an journal, magazine or newspaper should be treated as much as like an article from that source as possible. Use the company name as a corporate author (but not the brand name).

Standard Form

Journal:

Company name. (year). Title of advert (if there is one) or strapline or slogan [Advertisement]. Title of journal, volume number (if there is one) (issue number), start and end page numbers of the advertisement.

Magazine

Company name. (year, month, day). Title of advert (if there is one) or strapline or slogan [Advertisement]. Title of magazine, start and end page numbers of the advertisement.

Newspaper

Company name. (year, month, day). Title of the advert (if there is one) or strapline or slogan [Advertisement]. Title of newspaper, p. page number.

Television

Company name. (year, month day [of transmission]). Title of the advert (if there is one) or strapline or slogan [Television advertisement]. City of origin, i.e. where the programme was made and released: Name of television channel.

Radio

Company name. (year, month day [of transmission]). Title of the advert (if there is one) or strapline or slogan [Radio advertisement]. City of origin, i.e. where the programme was made and released: Name of radio station.

Examples

Disasters Emergency Committee. (2008, May 19). DEC Myanmar (Burma) cyclone appeal. The Times, p. 32.

Societe Generale. (2006, September 22-28). Can you spot the difference? [Advertisement]. Investor's Chronicle, 17-19.

Toyota Motor Corporation. (2006, September 25). [Advertisement]. Time, 67-70.

Unilever UK Foods. (2008, May 5). Squeezy Marmite: you either love it, or hate it [Radio advertisement]. London: Classic FM..

Unilever UK Foods. (2008, May 8). A taste of the Mediterranean [Televison advertisement]. London: Channel 4.

Citation in Text

Charities' advertisements (Disasters Emergency Committee, 2008) often dispense with images, and use text to get straight to the point ...

Societe General (2006) use a variety of images to produce ...

Toyota's promotion of motor sport (Toyota Motor Corporation, 2006) in their advertising, leads one to ...

Much play is made of the Mediterranean image in the Bertolli advertisement (Unilver UK Foods, 2008), which ...

The Marmite advertisement (Unilever UK Foods, 2008) plays on the idea of strong individual taste ...

Notes

  • When citing in the text advertisements in printed sources, it is unnecessary to give a page number, as the page number will be in the reference list.
  • The website http://www.creativeclub.co.uk may be able to help in identifying the company and strapline of television and radio advertisements, but not the channel/station on which it was broadcast.