广告英语课文.docx

广告英语课文.docx

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广告英语课文

集团标准化工作小组[Q8QX9QT-X8QQB8Q8-NQ8QJ8-M8QMN]

广告英语课文

Unit1TheDimensionsofAdvertising广告概述

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Advertisingisanyofvariousmethodsusedbyacompanytoincreasethesalesofitsproductsorservicesortopromoteabrandname.Advertisingisalsousedbyorganizationsorindividualstocommunicateanideaorimage,torecruitstaff,topublicizeanevent,ortolocateanitemorcommodity.

Productadvertisingcanbeseenbyeconomistsaseitherbeneficial（sinceitprovidesinformationaboutaproductandsobringsthemarketclosertoastateofperfectcompetition）orasahindrancetoperfectcompetition,sinceitattemptstomakeimaginarydistinctions（suchasgreatersexappeal）betweenmoreorlesssimilarproducts.Specializedadvertisingagenciesoftenhandletheadvertisingofacompany’sproducts,services,orcorporatebrand,althoughsomeaspectsmaybedealtwithwithinthecompany（in-house）.Therearetwobasictypesofadvertising,informativeadvertisingandpersuasiveadvertising.Theeffectivenessofadvertisingishardtomeasure.Marketingdepartments,whichoftentakeresponsibilityforacompany’sadvertisingbudget,cantrytomeasurethesuccessoftheircompany’sadvertisingthroughmarketresearch.

Advertisersuseavarietyofmediasuchasnewspapersandmagazines,televisionandradio,andposters.Innewspapersandmagazines,classifiedadvertisementsaresmalladvertisementsofonlyafewlinesofprintwithoutanyillustration.Theyareoftenusedbyindividualsorsmallcompanies.Displayadvertisementsarelargeradvertisements,usuallyinboxes,whichoftencarryamixtureofpicturesandwords.Largercompaniesoftenemployadvertisingagenciestodeviseanadvertisingcampaign.Theagencywillusuallyundertakemarketresearchinpreparationforthedesignoftheadvertisementstobeusedinthecampaign.Itwillthenbookspaceandtimeontelevision,innewspapers,andsoonfortheadvertisements.

Notalladvertisementsareaimedatallpeople.Toensurethattheiradvertisementswillappealtothosemostsuitedtotheirproduct;advertisersensurethattheyhaveatargetaudienceinmindwhentheydesigntheircampaign.Peoplehavebeengenerallydividedintodifferentpartsofmanytargetaudiences,rangingfromwealthyprofessionalstostudents,theretiredandtheunemployed.Thismeansthatanadvertisercantailortheirappealaccordingtothesocio-economicbackgroundoftheirtargetaudience.

Additionalreading

Theadvertisingcommunicationmodeliscreatedtomakeusunderstandmoreabouttheadvertisingcommunicationprocess.Thisprocessstartswhenoneparty,calledthesource,generatesathought,thenencodesitasamessage,andsendsitthroughsomechanneltoanotherparty,calledthereceiver.Thereceivermustdecodethemessageinordertounderstandit.Afterwards,thereceiverrespondstotheoriginalmessagebyencodingthenewideaandsendsanewmessagebackviaachannel,oramedium.Thatnewmessagerepresentsfeedback,whichaffectsontheencodingstageofthenewmessagebythesource.Letuslookatsomeimportantfactorsonebyone.

Sourcedimensions:

Inadvertising,therearethreekindsofpersonwhoareconsideredthesources.Firstly,itisthesponsorortheonewhopaysforthead.Eventhoughthesponsorspayfortheadvertising,thesponsorsdonotproducethemessagebythemselves.Itisthejoboftheauthorortheoneswhoareresponsibleindesigningthemessages,whichcouldactuallybeacopywriter,anartdirectorormostlyagroupofadvertisingagency.Thesepeopleareconsideredoutsidethetextofthemessage.However,theauthorhimselfdoesnotconveythemessagestotheaudiencesbutthepersonawhoiswithinthetextofthemessage.Thepersonaisthespokesperson,eitherrealorimagined,whousuallygivesvoiceandappearsintheadvertising.Mostofthepersonasarecelebrities,astheyhavetheabilitytoattractconsumers.Asaresult,totheconsumer,theonewhoisthesourceoftheinformationisthepersona.

Messagedimensions:

Messagesthatarecommunicatedintheadvertisingarevariousintermsoftypes.Therearethreemaintypesincludedhereinmessagedimensions.Autobiographicalmessagesarethoseof“I”tellastoryto“you”.Forinstance,in“DoveShampoo”advertising,thewomanasthepersona（source）tellstheimaginaryaudiences（consumers）aboutherpersonalexperienceinusing“DoveShampoo”.Onthecontrary,innarrativemessagesathird-persontellsastoryabouttheotherstoanimaginedaudience.Inaddition,thelasttypeofmessageisdrama,inwhichthecharactersactouteventsdirectlyinfrontofanimaginedaudience.Forexample,theadvertisingifthe“Detergent”,inwhichthesontriestowashthedirtyspotsoutofhisschooluniform,asheisafraidbeingpunishedbyhismother.AndbecauseoftheeffectivenessoftheDetergent,thespothasalreadyfadedoutwhenhismothercheckshisuniform.

Receiverdimensions:

Inadvertising,thereceiversaremultidimensionalaswell.Firstly,thereisanimpliedconsumer.Impliedconsumersarethoseparticulargroupsofpeopleimaginedbytheadvertiserstobetheaudiencesoftheparticularadvertising.Thesecondkindofreceiverissponsorialconsumers.Thesponsorialconsumersarethegatekeepersorthosewhodecideiftheadwillberunornot.Thus,thefirsttaskoftheadvertisingistopersuadethesponsorbeforetherealcustomers.Lastly,thereareactualconsumersoraudiencesintherealworld.Inotherwords,actualconsumersarepeoplewhoreallywatchtheadvertising.Peoplelikeallofuswhoareconsumingadvertisingineverydaylivesareconsideredactualconsumers.

Feedbackisimportantintheadvertisingcommunicationmodelbecauseitverifiesthatthemessagewasreceivedandunderstood.Feedbackcantakemanyformsincluding,butnotlimitedto,redeemedcoupons,telephoneinquiries,andreal-timefeedback.

Unit2TheEvolutionofAdvertising广告历史

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Thehistoryofadvertisingfallsintofoureras,whicharetheancient,period,theageoftheprint,theformativeyears,andmodernadvertising.

TheAncientPeriod.Persuasivecommunicationhasbeenaroundsinceearlytimes.Inscriptionsontablets,wall,andpapyrusfromancientBabylonia,EgyptandGreececarrymessagelistingavailableproductsandupcomingevents.Becauseofwidespreadilliteracybeforetheageofprint,mostmessageswereactuallydeliveredbycrierswhostoodonstreetcornersshoutingthewaresofthesponsor,Stores,andthemerchandisetheycarried,wereidentifiedbysigns.Informationratherthanpersuasionwastheobjectiveoftheearlycommercialmessage.

TheAgeofPrint.TheinventionofmoveabletypebyJohannesGutenbergaround1440movedsocietytowardanewlevelofcommunication–masscommunication,Nolongerrestrictedbythetimerequiredbyascribetohand-letter,asinglemessageadvertisingcouldnowbemassproduced.Theavailabilityofprintmediatoagreaternumberofpeopleincreasedthelevelofliteracy,which,inturn,encouragedmorebusinessestoadvertise.Intermsofmedia,theearlyprintedadvertisementsincludedposters,handbill,andclassifiedadvertisementsinnewspapers.Themessagescontinuedtobesimpleandinformativethroughthe1700sandinto1800s.

TheFormativeYears.Themid-1800smarkedthebeginningofthedevelopmentoftheadvertisingindustryintheUnitedStates.TheemergingimportanceandgrowthofadvertisingduringthisperiodresultedfromanumberofsocialandtechnologicaldevelopmentsassociatedwiththeIndustrialRevolution.Bythelatenineteenthcenturytheadvertisingprofessionwasmorefullydeveloped.Agencieshadtakenontheroleofconvincingmanufacturerstoadvertisetheirproducts.Adshadassumedamorecompleteinformationalandeducationalrole.Copywritinghadbecomeapolishedandreputablecraftintheperiod.

Modernadvertising.Bythebeginningofthetwentiethcentury,theadvertisingIndustryhadbecomeamajorforceinmarketing,andhadachievedasignificantlevelofrespectandesteem.“Soft-sell”advertisingcreatesimagesthroughaslowaccumulationofpositivemessagesthan“hard-sell”approach.WiththeoutbreakofWorldWarI,theadvertisingindustryoffereditsservicestotheCouncilofNationalDefense.ThuswerebornPublicServiceAnnouncementsthatreliedinvolunteerprofessionalsanddonatedtimeandspace.AdvertisingdiminisheddrasticallyaftertheonsetoftheGreatDepressionin1929.Thenthedevelopmentofthemajormedia—radioandtelevisionhastransformedadvertising.Inthe1960s,arevolutioninadvertisingbroughtaresurgenceofart,inspirationandintuition.Asweapproachthetwenty-firstcentury,advertisingisinastageoftremendousfluxandisseekingnewdirectionsthatwillenhancebothcreativityandprofitability.

Follow-up

Modernadvertisingreallybeganinthe1880swhennewmethodsofmanufacturingledtogreatlyincreasedoutputanddecreasedcostsfortheproducersofconsumergoods.Advancesinpackagingtechnologymeantthatproductscouldbepackagedattheplantratherthanshippedtoawholesalerwhotraditionallybrokebulkandputhisownnameonthem.Moreover,thetelegraphnetworkwasinplaceandthecontinenthadbeencrisscrossedbyanetworkofrailroads,bringingitsfarthestreacheswithinthepurviewoftheincipientconsumerculture.

Priortothe1880s,theAmericanmarketingsystemhadbeencharacterizedbyanintricatesetofwholesalers,jobbers,andothermiddlemenwhosemostfunctionwastobuyinlargelotsandsellinsmallerones.Inthisage,thewholesalerwasking.Butintheneweraofthe1880s,theimportanceofthepackagedgoodsmanufacutrergreatlyincreased.Whatmanufacturerscouldpackageattheirownplant,theycouldbrand