广告英语 重点.docx

1、广告英语 重点第一章 Introduction The emergence of advertising is closely connected with the emergence of mass media The result has been a tremendous revolution in the shopping experience Because of widespread advertising, modern consumers enter a store with a wealth of information about alternative products,

2、 styles, qualities, and prices This has changed the ways that firms market products In turn, the development of sophisticated advertising has altered structure of markets nature of firms Impact of Advertising Without advertising lack of information about products shopping is generally local and base

3、d upon visual comparison firms can operate on a small scale as each competes for a small local market With advertising comparison shopping is considerably eased as consumers have better information about range of good on offer firms have an incentive to widen the range of goods they offer and to ope

4、rate on a larger scale Ubiquitous Ads television commercials overwhelming amounts of print ads radio spots billboards coupons direct mail electronic banner ads in-program placements Advertising As Part of Our Culture Billboards in Shanghai, 2001 public service ads (PSAs). Valentines day Cyber game a

5、ds Need for Speed Advertising As Part of Our Culture As well as being part of the news agenda, advertisements are a reflection of a societys wants and needs at any particular point in time. They also, through the way that they represent gender, age, wealth, success, happiness etc provide excellent m

6、aterial for historians and sociologists researching social attitudes of an era or a culture at a particular point in time. Advertising reflects the values of a society - all the things that people want to have or to be - and can be used as a measure of dominant hopes and fears. Our own appearance-ob

7、sessed culture will provide plenty of fruit for future investigation. Dressed to Kill“ Wallis ads shown Identify the following ad slogans “Ask for More.” pepsi.avi “Just do it.” NIKE “Fresh-up with Seven-up.” (Seven-up) “Communication unlimited.” (Motorola) “The Relentless Pursuit of Perfection .” (

8、Lexus) Some of the most famous brands in the world DefinitionDefining advertising and introducing the professionAdvertising: adverture advertise An ancient ad Around 1750, a citizen had advertised a reward for the discovery of a person who had stolen sixty guineas Once around the turn of the 20th ce

9、ntury, Albert Lasker who is known among the advertisers as the father of modern advertising defined “advertising” as the “salesmanship in print , driven by a reason why”. Contemporary Advertising By William F. Arens Advertising is the nonpersonal communication of information, usually paid for and us

10、ually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media. What is Advertising?Definition Advertising promotes. goods, services & ideas communicates with us through media: radio TV newspaper outdoor Internet What is Advertising?Types of Med

11、ia What is Advertising?Types of Media What is Advertising?Types of Media What is Advertising?Types of Media What is Advertising?Types of Media Communication:Human Communication Process What can interfere with the communication process? source-formulates the idea encoding-concept made into message me

12、ssage-the idea to be sent channel-medium carrying message receiver-party who gets the message decoding-receiver interpretation Communication Makes Advertising Unique Advertisers Source Dimensions. sponsor-legally responsible for the message author-individual who writes the ad copywriter art director

13、 creative group persona-imaginary spokesperson-the voice or tone of the ad or commercial (in-text spokesperson) Message Dimensions Drama: Nike Outdoor, “You Are Faster Than You Think” distance runner Bernard Lagat Receiver Dimensions implied consumers addressed in the ads persona, presumes an audien

14、ce sponsorial consumers gatekeepers who decide if the ad will run or not actual consumers individuals in the actual target audience noise complicates the communication process The Role of Feedback. completes the cycle-verifying if the message was received in advertising, it can take many forms redee

15、med coupons phone/Internet inquiries/visits store visits increased sales survey responses Applying the Communication Process to Advertising Types of Advertising target audiences geographic area medium function or purpose Target Audience In advertising, the word “target audience” refers to a particul

16、ar group of people that each advertisement aims to communicate. Consumer advertising is the advertising that typically aimed or directed to consumers, people who buy the product or use the service for their own use as well as someone elses personal use. Business advertising or business-to-business a

17、dvertising is the advertising that directed to people who buy or influence the purchase of goods and services used in various business situations Geographical Area local or retail advertising is the advertising used by businesses whose customers come from only one city or local trading area. regiona

18、l advertising is the advertising for products sold in one area or region, but not the entire country. national advertising is the advertising that aimed at customers in several regions of the country. international advertising This kind of advertising directed at foreign markets. Media Print adverti

19、sing is presented in all kind of print media, such as newspaper, magazines, brochures and many more. broadcast advertising appears on broadcast or electronic media, radio, television, including websites. out-of home advertising Billboard on the expressway, advertising at the bus stops, and all kinds

20、 of outdoor advertising direct mail advertising sent through the traditional mail or by post, not including electronic mail Purposes product advertising aimed to promote the sales of goods and services nonproduct, corporate or institutional advertising aimed to sell ideas, to promote the organisatio

21、ns mission or philosophy rather than a specific product Commercial advertising aimed to promote products, services or ideas with the expectation of making a profit. noncommercial advertising aimed at seeking donations, volunteer support or a change in consumer behaviour. It is used worldwide by gove

22、rnments, charitable or non-profit organisations, civic group, or religious organisation. action advertisement attempts to stimulate immediate action by the reader awareness advertising attempts to build the image of the product or familiarity with the products name and package , which is the long-te

23、rm goal. It influences the readers or the viewers to choose the particular brand the next time they shop. Advertising becomes increasingly international Factors: Faster modes of shipping; The growth of multinational corporations, Rising personal income levels worldwide; Falling trade barriers. Impac

24、t of Advertising 1. economic impact Proponents: positive, stimulate demand for products and services, strengthen the economy; increase competition, so lead to lower prices. Opponents: wasteful, adds to the cost of goods; most encourage consumers to buy one brand rather than another. 2. social impact

25、 advertising promotes a materialistic way of life by leading people to believe that happiness is achieved by purchasing products. advertising creates a consumer culture in which buying exciting new products becomes the foundation of the societys values, pleasures, and goals. 3. political impact Poli

26、tical advertising. In 1998, more than $467 million was spent on election campaigns in the United States. 4. cultural impact encourage aggressive individualism. overriding cultural differences. Advertising becomes increasingly “A Big Industry” World Leading Advertising Market (2000) 1. USA. $147.1bil

27、lion350billion 2. Japan $39.7billion 3. Germany 20.7billion 4. UK. 16.5billion 5. France 10.7billion Worldwide, $350 billion per year. Come to where the flavor isMarlboro country Marlboro Marlboro is the largest selling brand of cigarettes in the world. It is made by Philip Morris USA within the US,

28、 and by Philip Morris International outside the US. It is famous for its billboard advertisements and magazine ads of the Marlboro Man. The brand is named after Great Marlborough Street, the location of its original London Factory. Richmond, Virginia is now the location of the largest Marlboro cigar

29、ette manufacturing plant. Philip Morris, a London-based cigarette manufacturer, created a New York subsidiary in 1902 to sell several of its cigarette brands, including Marlboro. By 1924 they were advertising Marlboro as a womans cigarette based on the slogan Mild As May. The brand was sold in this

30、capacity until World War II when the brand faltered and was temporarily removed from the market. At the end of the war, three brands emerged that would establish firm holds on the cigarette market: Camel, Lucky Strike, and Chesterfield. These brands were supplied to US soldiers during the war, creat

31、ing an instant market upon their return. During the 1950s Readers Digest magazine published a series of articles that linked smoking with lung and other cancers. Philip Morris, and the other cigarette companies took notice and each began to market filtered cigarettes. The new Marlboro with a filtered end was launched in 1955. In the early 1960s Philip Morris invented Marlboro Country and disti