The six roles for print advertising

In more detail, the six roles are:

Call to action: getting the consumer to do (or not do) something – usually short term but can be long term.
Depth of information: providing new and additional information about a brand, or to show new sides to the brand.
Brand values: bringing the consumer closer to the brand through associations with which they identify.
(Re)appraisal: creating a stir and forcing appraisal or reappraisal of a brand by presenting it in a surprising or shocking way.
Extension: reminding consumers about a brand by repeating or developing established messages seen in other media.
Public agenda: raising the profile of an issue/cause by provoking reaction and thought and by creating ‘talkability’.