Linguists as well as media and marketing specialists have attempted to classify advertising into different types. Reason and tickle, hard sell and soft sell, classified, trade and technical, prestige and reminder, national, global and local advertising are the most common classifications. It is necessary to note that there is a great chance of overlap between the categories outlined. Advertising can be seen to fall into three main categories: o Consumer advertising: is directed towards the promotion of some product or service to the general public through all types of media. o Trade advertising: is directed to dealers and professionals through appropriate trade publications and media o Public relations advertising: is directed towards society by citizens or community groups, or SEOPressor by politicians, corporations, in order to promote some issue of social concern. When promoting a particular product like Essays and Dissertations, the main aim of the advertiser is to persuade people to buy this product. This can be achieved either by suggesting motives to buy this and only this product, or by appealing to the reader?s emotion, humour and by mood. Bernstein (1974), describes the two techniques as the central part of the funnel. There is no advertisement without a reason and there is no advertisement without a tickle. Bernstein (1974), argues that some advertisements can be almost reason-oriented while some can be almost tickle-oriented, but no advertisement can be all tickle or all reason. However the proportions of each technique can vary from one advertisement to another.