" The wide musical content of "The Source" can be used to the advantage of many record companies. They can advertise musical related products and upcoming records from their artists in the magazine to promote their business. Since the magazine, itself, is mainly about music, the consumer who was attracted to the magazine will also be attracted to the music-related advertisement. This is a commonly used technique in "The Source." An example of this is an advertisement for a new album by an artist named Juvenile. This advertisement attracts to the public, not only because of association, but through the attraction of wealth, the attraction of domination and prominence, and the attraction of rebellion.
Without advertising, market sales for all companies would plummet. Advertising is the major way for a company to increase sales or just to have stabilized sales. Advertising is really the only way for businesses to survive, especially smaller businesses. If a company does not promote its product, then how are consumers to ever know about it, let alone buy it? If a company does not publicize any information, the public might not ever be drawn to the product, which could lead to reduced sales or no sales. If record companies did not promote their artists" albums in "The Source" or elsewhere, then how will the consumers be aware that the product is even on the market?.
Advertising concepts are generally the same, whether they are publicized on television, the internet, billboards, or magazines. They all have the same goal: Appeal to consumers. No matter what the product, they all need to catch the attention of the audience. Some advertisements attract more appeal by including ads in programs, magazines, or websites of the same subject. An example of this is a commercial for Nike shoes in between a televised basketball game. This concept is defined by Gloria Steinem as complementary copy.