To reclamare or advertise is not just to shout and protest but to do it again, so you become obstinate and, perhaps, even cantankerous. But it is normally not by complaining that organizations advertise themselves and their products. The current meaning of the word ‘reclamare’ should not be traced back to its Latin roots but only to the American word ‘reclaim,’ which means to claim something for gain, that is, to recommend and lure for an ulterior purpose. In the following, we shall look at the particular segment of the world known as the ‘world of advertising’, which is a segment of the communication between the organization and users of its products — with the extra flourish that advertising also has a hidden address to other receivers — for example, the organization’s employees, investors and non-users.
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