Introduction to Advertising Communications

Advertising is a form of communication intended to persuade an audience to consider using a product or service. The vast majority of advertising is created to promote specific brands. However, on the Cotton Campus we showcase advertising which was designed to promote the consumption of all things that can be made from cotton.

The goal of Cotton Incorporated's advertising activities is to raise awareness and influence consumer attitudes about cotton that will, over time, influence actual buying behavior.

The four key messages are:

• Cotton can be fashionable; it's more than just t-shirts and jeans
• Cotton is a natural; an environmentally-friendly fiber
• Cotton has easy-care benefits
• Cotton is a desirable alternative to synthetics.

Click around this section and see how Cotton has reached out to the consumer over the past 40 years.