Image advertising is directed at creating a specific image for an entity, such as a company, product, or brand. This form of advertising focuses on building a mental picture in the consumer's mind, emphasizing characteristics like sophistication, reliability, elegance, or luxury, rather than highlighting specific attributes.
Institutional advertising is a form of image advertising intended to change the public perception of a company in various dimensions such as environmental issues, health, product safety, or other public matters. It aims to create a positive public awareness of a company and distinguish it from competitors.
