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A welcome is a kind of greeting designed to introduce a person to a new place or situation, and to make them feel at ease. The term can similarly be used to describe the feeling of being accepted on the part of the new person. In some contexts, a welcome is extended to a stranger to an area or a household. "The concept of welcoming the stranger means intentionally building into the interaction those factors that make others feel that they belong, that they matter, and that you want to get to know them". It is also noted, however, that "[i]n many community settings, being welcoming is viewed as in conflict with ensuring safety. Thus, welcoming becomes somewhat self-limited: 'We will be welcoming unless you do something unsafe'". Different cultures have their own traditional forms of welcome, and a variety of different practices can go into an effort to welcome: Making a welcome is not a physical fabrication, though welcome may be embodied and fostered by appropriate physical arrangements. There can be an aesthetics of welcome. What is there when one makes a welcome? No thing really, and yet more than any thing. When one makes a welcome one creates the conditions that promise of home. One makes it possible for the other not any longer to feel outside or out of it, but to feel at home. Indications that visitors are welcome can occur at different levels. For example, a welcome sign, at the national, state, or municipal level, is a road sign at the border of a region that introduces or welcomes visitors to the region. A welcome sign might also be present for a specific community, or an individual building. One architect suggests that "[a] primary distinction between a gateway and a Welcome sign is that the gateway is usually designed and built by an outsider, a developer or architect, while the Welcome sign has been designed and built by an inside member of the community". A welcome mat is a doormat that welcomes visitors to a house or other building by providing them with a place to wipe their feet before entering. Another community tradition, the welcome wagon, a phrase that originally referred to an actual wagon containing a collection of useful gifts collected from residents of an area to welcome new people moving to that area.

Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement, or "ad" or advert for short. Commercial ads often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees or shareholders that a company is viable or successful. Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, considered the founder of modern, "Madison Avenue" advertising.Worldwide spending on advertising in 2015 amounted to an estimated US$529.43 billion. Advertising's projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio. Internationally, the largest ("Big Five") advertising-agency groups are Dentsu, Interpublic, Omnicom, Publicis, and WPP.In Latin, advertere means "to turn towards".


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