Translation guide
In Japanese, the most common word for 'advertisement' is 広告 (こうこく). However, the best choice depends on the medium and context. This guide covers general ads, TV commercials, online ads, and related expressions.
To refer to an advertisement in a broad sense, such as in print, online, or outdoor.
The standard, all-purpose word for 'advertisement' or 'ad'. Used for print, online, billboards, etc.
新聞に広告を出した。
We placed an advertisement in the newspaper.
このサイトは広告で収入を得ている。
This site earns revenue through advertisements.
Short for 'advertisement', borrowed from English. Common in casual or business contexts, especially for online ads.
このアプリはアドが多い。
This app has a lot of ads.
Often translated as 'advertisement' but closer to 'promotion' or 'publicity'. Can refer to the act of advertising or promotional material.
新製品の宣伝に力を入れている。
We are putting effort into promoting the new product.
To refer specifically to a commercial on television, radio, or online video platforms.
The most common term for a TV or radio commercial. Stands for 'commercial message'. Pronounced シーエム.
このCM、面白いね。
This commercial is funny, isn't it?
CMの後でまた戻ります。
We'll be back after the commercial.
Also means 'commercial', but less common than CM in everyday speech. Sometimes used in formal contexts.
テレビコマーシャルを制作する。
Produce a television commercial.
To refer to advertisements on websites, social media, or apps.
General term for online advertisements. ネット is short for インターネット.
ネット広告の効果を測定する。
Measure the effectiveness of online ads.
Specifically web-based advertisements, often used in business contexts.
Web広告の予算を増やした。
We increased the budget for web advertising.
Social media advertising. SNS stands for 'social networking service'.
SNS広告で集客する。
Attract customers through social media ads.
To refer to small advertisements, often in newspapers or online, for jobs, items for sale, or personal messages.
Job advertisement or recruitment ad.
求人広告を見て応募した。
I applied after seeing the job advertisement.
To refer to a physical advertisement distributed by hand or mail.
A flyer or leaflet, often inserted in newspapers or handed out on the street.
駅前でチラシを配っている。
They are handing out flyers in front of the station.
Similar to チラシ, but often implies a simpler, sometimes political or activist leaflet.
選挙のビラがポストに入っていた。
An election leaflet was in the mailbox.
広告 (こうこく) is a paid, non-personal announcement, like a print ad or banner. 宣伝 (せんでん) is broader, meaning promotion or publicity, which can include advertising but also word-of-mouth or PR activities. Use 広告 for a specific ad; use 宣伝 for the act of promoting something.
CM is the default word for TV commercials in casual conversation. コマーシャル sounds more formal or technical. In everyday speech, just say CM.
電車の中で面白い広告を見た。
I saw an interesting advertisement on the train.
この動画は広告が多すぎる。
This video has too many ads.
Literally 'three-line ad', referring to small classified ads in newspapers.
新聞の三行広告欄に載せる。
Place an ad in the newspaper's classified section.