广告英语 重点.docx

广告英语 重点.docx

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广告英语重点

第一章

•Introduction

•Theemergenceofadvertisingiscloselyconnectedwiththeemergenceofmassmedia

•Theresulthasbeenatremendousrevolutionintheshoppingexperience

•Becauseofwidespreadadvertising,modernconsumersenterastorewithawealthofinformationaboutalternativeproducts,styles,qualities,andprices

•Thishaschangedthewaysthatfirmsmarketproducts

•Inturn,thedevelopmentofsophisticatedadvertisinghasaltered

–structureofmarkets

–natureoffirms

•ImpactofAdvertising

•Withoutadvertising

–lackofinformationaboutproducts

–shoppingisgenerallylocalandbaseduponvisualcomparison

–firmscanoperateonasmallscaleaseachcompetesforasmalllocalmarket

•Withadvertising

–comparisonshoppingisconsiderablyeasedasconsumershavebetterinformationaboutrangeofgoodonoffer

–firmshaveanincentivetowidentherangeofgoodstheyofferandtooperateonalargerscale

•UbiquitousAds

•televisioncommercials

•overwhelmingamountsofprintads

•radiospots

•billboards

•coupons

•directmail

•electronicbannerads

•in-programplacements

•AdvertisingAsPartofOurCulture

•BillboardsinShanghai,2001

•publicserviceads（PSAs）.

•Valentine‘sday

•Cybergameads

•NeedforSpeed

•AdvertisingAsPartofOurCulture

•Aswellasbeingpartofthenewsagenda,advertisementsareareflectionofasociety'swantsandneedsatanyparticularpointintime.Theyalso,throughthewaythattheyrepresentgender,age,wealth,success,happinessetcprovideexcellentmaterialforhistoriansandsociologistsresearchingsocialattitudesofaneraoracultureataparticularpointintime.Advertisingreflectsthevaluesofasociety-allthethingsthatpeoplewanttohaveortobe-andcanbeusedasameasureofdominanthopesandfears.Ourownappearance-obsessedculturewillprovideplentyoffruitforfutureinvestigation.

•"DressedtoKill“

Wallisadsshown

•Identifythefollowingadslogans…

•“AskforMore.”pepsi.avi

•“Justdoit.”NIKE

•“Fresh-upwithSeven-up.”（Seven-up）

•“Communicationunlimited.”（Motorola）

•“TheRelentlessPursuitofPerfection.”

•（Lexus）

•Someofthemostfamousbrandsintheworld

•Definition

Definingadvertisingandintroducingtheprofession

Advertising:

adverture→advertise

•Anancientad

•Around1750,acitizenhadadvertisedarewardforthediscoveryofapersonwhohadstolensixtyguineas

•Oncearoundtheturnofthe20thcentury,AlbertLaskerwhoisknownamongtheadvertisersasthefatherofmodernadvertisingdefined“advertising”asthe“salesmanshipinprint,drivenbyareasonwhy”.

•ContemporaryAdvertisingByWilliamF.Arens

•Advertisingisthenonpersonalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts（goodsandservices）orideasbyidentifiedsponsorsthroughvariousmedia.

•WhatisAdvertising?

Definition

•Advertisingpromotes...

•goods,services&ideas

•communicateswithusthroughmedia:

–radio

–TV

–newspaper

–outdoor

–Internet

•WhatisAdvertising?

TypesofMedia

•WhatisAdvertising?

TypesofMedia

•WhatisAdvertising?

TypesofMedia

•WhatisAdvertising?

TypesofMedia

•WhatisAdvertising?

TypesofMedia

•Communication:

HumanCommunicationProcess

•Whatcaninterferewiththecommunicationprocess?

•source-formulatestheidea

•encoding-conceptmadeintomessage

•message-theideatobesent

•channel-mediumcarryingmessage

•receiver-partywhogetsthemessage

•decoding-receiverinterpretation

•CommunicationMakesAdvertisingUnique

•AdvertisersSourceDimensions...

•sponsor-legallyresponsibleforthemessage

•author-individualwhowritesthead

–copywriter

–artdirector

–creativegroup

•persona-imaginaryspokesperson-the‘voice’ortoneoftheadorcommercial

–（in-textspokesperson）

•MessageDimensions

•Drama:

NikeOutdoor,

“YouAreFasterThanYouThink”

•distancerunner

BernardLagat

•ReceiverDimensions…

•impliedconsumers

–addressedinthead’spersona,presumesanaudience

•sponsorialconsumers

–gatekeeperswhodecideiftheadwillrunornot

•actualconsumers

–individualsintheactualtargetaudience

–noisecomplicatesthecommunicationprocess

•TheRoleofFeedback...

•completesthecycle-verifyingifthemessagewasreceived

•inadvertising,itcantakemanyforms

–redeemedcoupons

–phone/Internetinquiries/visits

–storevisits

–increasedsales

–surveyresponses

•ApplyingtheCommunicationProcesstoAdvertising

•TypesofAdvertising

•targetaudiences

•geographicarea

•medium

•functionorpurpose

•TargetAudience

•Inadvertising,theword“targetaudience”referstoaparticulargroupofpeoplethateachadvertisementaimstocommunicate.

•Consumeradvertisingistheadvertisingthattypicallyaimedordirectedtoconsumers,peoplewhobuytheproductorusetheservicefortheirownuseaswellassomeoneelse'spersonaluse.

•Businessadvertisingorbusiness-to-businessadvertisingistheadvertisingthatdirectedtopeoplewhobuyorinfluencethepurchaseofgoodsandservicesusedinvariousbusinesssituations

•GeographicalArea

•localorretailadvertisingistheadvertisingusedbybusinesseswhosecustomerscomefromonlyonecityorlocaltradingarea.

•regionaladvertisingistheadvertisingforproductssoldinoneareaorregion,butnottheentirecountry.

•nationaladvertisingistheadvertisingthataimedatcustomersinseveralregionsofthecountry.

•internationaladvertisingThiskindofadvertisingdirectedatforeignmarkets.

•Media

•Printadvertisingispresentedinallkindofprintmedia,suchasnewspaper,magazines,brochuresandmanymore.

•broadcastadvertisingappearsonbroadcastorelectronicmedia,radio,television,includingwebsites.

•out-ofhomeadvertisingBillboardontheexpressway,advertisingatthebusstops,andallkindsofoutdooradvertising

•directmailadvertisingsentthroughthetraditionalmailorbypost,notincludingelectronicmail

•Purposes

•productadvertisingaimedtopromotethesalesofgoodsandservices

•nonproduct,corporateorinstitutionaladvertisingaimedtosellideas,topromotetheorganisation'smissionorphilosophyratherthanaspecificproduct

•Commercialadvertisingaimedtopromoteproducts,servicesorideaswiththeexpectationofmakingaprofit.

•noncommercialadvertisingaimedatseekingdonations,volunteersupportorachangeinconsumerbehaviour.Itisusedworldwidebygovernments,charitableornon-profitorganisations,civicgroup,orreligiousorganisation.

•actionadvertisementattemptstostimulateimmediateactionbythereader

•awarenessadvertisingattemptstobuildtheimageoftheproductorfamiliaritywiththeproduct'snameandpackage,whichisthelong-termgoal.Itinfluencesthereadersortheviewerstochoosetheparticularbrandthenexttimetheyshop.

•Advertisingbecomesincreasinglyinternational

•Factors:

•Fastermodesofshipping;

•Thegrowthofmultinationalcorporations,

•Risingpersonalincomelevelsworldwide;

•Fallingtradebarriers.⊙

•ImpactofAdvertising

•1.economicimpact

•Proponents:

positive,stimulatedemandforproductsandservices,strengthentheeconomy;increasecompetition,soleadtolowerprices.

•Opponents:

wasteful,addstothecostofgoods;mostencourageconsumerstobuyonebrandratherthananother.

•2.socialimpact

•advertisingpromotesamaterialisticwayoflifebyleadingpeopletobelievethathappinessisachievedbypurchasingproducts.

•advertisingcreatesaconsumercultureinwhichbuyingexcitingnewproductsbecomesthefoundationofthesociety'svalues,pleasures,andgoals.⊙

•3.politicalimpact

•Politicaladvertising.

•In1998,morethan$467millionwasspentonelectioncampaignsintheUnitedStates.

•4.culturalimpact

•encourageaggressiveindividualism.

•overridingculturaldifferences.

•Advertisingbecomesincreasingly“ABigIndustry”

•WorldLeadingAdvertisingMarket（2000）

•1.USA.$147.1billion→350billion

•2.Japan$39.7billion

•3.Germany20.7billion

•4.UK.16.5billion

•5.France10.7billion

•Worldwide,$350billionperyear.

•Cometowheretheflavoris—Marlborocountry

•Marlboro

•Marlboroisthelargestsellingbrandofcigarettesintheworld.ItismadebyPhilipMorrisUSAwithintheUS,andbyPhilipMorrisInternationaloutsidetheUS.ItisfamousforitsbillboardadvertisementsandmagazineadsoftheMarlboroMan.

•ThebrandisnamedafterGreatMarlboroughStreet,thelocationofitsoriginalLondonFactory.Richmond,VirginiaisnowthelocationofthelargestMarlborocigarettemanufacturingplant.

•PhilipMorris,aLondon-basedcigarettemanufacturer,createdaNewYorksubsidiaryin1902tosellseveralofitscigarettebrands,includingMarlboro.By1924theywereadvertisingMarlboroasawoman'scigarettebasedontheslogan"MildAsMay".

•ThebrandwassoldinthiscapacityuntilWorldWarIIwhenthebrandfalteredandwastemporarilyremovedfromthemarket.Attheendofthewar,threebrandsemergedthatwouldestablishfirmholdsonthecigarettemarket:

Camel,LuckyStrike,andChesterfield.ThesebrandsweresuppliedtoUSsoldiersduringthewar,creatinganinstantmarketupontheirreturn.

•Duringthe1950sReader'sDigestmagazinepublishedaseriesofarticlesthatlinkedsmokingwithlungandothercancers.PhilipMorris,andtheothercigarettecompaniestooknoticeandeachbegantomarketfilteredcigarettes.ThenewMarlborowithafilteredendwaslaunchedin1955.Intheearly1960sPhilipMorrisinvented"MarlboroCountry"anddisti