广告英语课文.docx

1、广告英语课文Unit 1 The Dimensions of Advertising 广告概述Text Advertising is any of various methods used by a company to increase the sales of its products or services or to promote a brand name. Advertising is also used by organizations or individuals to communicate an idea or image, to recruit staff, to pub

2、licize an event, or to locate an item or commodity.Product advertising can be seen by economists as either beneficial (since it provides information about a product and so brings the market closer to a state of perfect competition) or as a hindrance to perfect competition, since it attempts to make

3、imaginary distinctions (such as greater sex appeal) between more or less similar products. Specialized advertising agencies often handle the advertising of a companys products, services, or corporate brand, although some aspects may be dealt with within the company (in-house). There are two basic ty

4、pes of advertising, informative advertising and persuasive advertising. The effectiveness of advertising is hard to measure. Marketing departments, which often take responsibility for a companys advertising budget, can try to measure the success of their companys advertising through market research.

5、Advertisers use a variety of media such as newspapers and magazines, television and radio, and posters. In newspapers and magazines, classified advertisements are small advertisements of only a few lines of print without any illustration. They are often used by individuals or small companies. Displa

6、y advertisements are larger advertisements, usually in boxes, which often carry a mixture of pictures and words. Larger companies often employ advertising agencies to devise an advertising campaign. The agency will usually undertake market research in preparation for the design of the advertisements

7、 to be used in the campaign. It will then book space and time on television, in newspapers, and so on for the advertisements.Not all advertisements are aimed at all people. To ensure that their advertisements will appeal to those most suited to their product; advertisers ensure that they have a targ

8、et audience in mind when they design their campaign. People have been generally divided into different parts of many target audiences, ranging from wealthy professionals to students, the retired and the unemployed. This means that an advertiser can tailor their appeal according to the socio-economic

9、 background of their target audience.Additional readingThe advertising communication model is created to make us understand more about the advertising communication process. This process starts when one party, called the source, generates a thought, then encodes it as a message, and sends it through

10、 some channel to another party, called the receiver. The receiver must decode the message in order to understand it. Afterwards, the receiver responds to the original message by encoding the new idea and sends a new message back via a channel, or a medium. That new message represents feedback, which

11、 affects on the encoding stage of the new message by the source. Let us look at some important factors one by one.Source dimensions: In advertising, there are three kinds of person who are considered the sources. Firstly, it is the sponsor or the one who pays for the ad. Even though the sponsors pay

12、 for the advertising, the sponsors do not produce the message by themselves. It is the job of the author or the ones who are responsible in designing the messages, which could actually be a copywriter, an art director or mostly a group of advertising agency. These people are considered outside the t

13、ext of the message. However, the author himself does not convey the messages to the audiences but the persona who is within the text of the message. The persona is the spokesperson, either real or imagined, who usually gives voice and appears in the advertising. Most of the personas are celebrities,

14、 as they have the ability to attract consumers. As a result, to the consumer, the one who is the source of the information is the persona.Message dimensions: Messages that are communicated in the advertising are various in terms of types. There are three main types included here in message dimension

15、s. Autobiographical messages are those of “I” tell a story to “you”. For instance, in “Dove Shampoo” advertising, the woman as the persona (source) tells the imaginary audiences (consumers) about her personal experience in using “Dove Shampoo”. On the contrary, in narrative messages a third-person t

16、ells a story about the others to an imagined audience. In addition, the last type of message is drama, in which the characters act out events directly in front of an imagined audience. For example, the advertising if the “Detergent”, in which the son tries to wash the dirty spots out of his school u

17、niform, as he is afraid being punished by his mother. And because of the effectiveness of the Detergent, the spot has already faded out when his mother checks his uniform.Receiver dimensions: In advertising, the receivers are multidimensional as well. Firstly, there is an implied consumer. Implied c

18、onsumers are those particular groups of people imagined by the advertisers to be the audiences of the particular advertising. The second kind of receiver is sponsorial consumers. The sponsorial consumers are the gatekeepers or those who decide if the ad will be run or not. Thus, the first task of th

19、e advertising is to persuade the sponsor before the real customers. Lastly, there are actual consumers or audiences in the real world. In other words, actual consumers are people who really watch the advertising. People like all of us who are consuming advertising in everyday lives are considered ac

20、tual consumers.Feedback is important in the advertising communication model because it verifies that the message was received and understood. Feedback can take many forms including, but not limited to, redeemed coupons, telephone inquiries, and real-time feedback.Unit 2 The Evolution of Advertising

21、广 告 历 史TextThe history of advertising falls into four eras, which are the ancient, period, the age of the print, the formative years, and modern advertising.The Ancient Period. Persuasive communication has been around since early times. Inscriptions on tablets, wall, and papyrus from ancient Babylon

22、ia, Egypt and Greece carry message listing available products and upcoming events. Because of widespread illiteracy before the age of print, most messages were actually delivered by criers who stood on street corners shouting the wares of the sponsor, Stores, and the merchandise they carried, were i

23、dentified by signs. Information rather than persuasion was the objective of the early commercial message. The Age of Print. The invention of moveable type by Johannes Gutenberg around 1440 moved society toward a new level of communication mass communication, No longer restricted by the time required

24、 by a scribe to hand-letter, a single message advertising could now be mass produced. The availability of print media to a greater number of people increased the level of literacy, which, in turn, encouraged more businesses to advertise. In terms of media, the early printed advertisements included p

25、osters, handbill, and classified advertisements in newspapers. The messages continued to be simple and informative through the 1700s and into 1800s. The Formative Years. The mid-1800s marked the beginning of the development of the advertising industry in the United States. The emerging importance an

26、d growth of advertising during this period resulted from a number of social and technological developments associated with the Industrial Revolution .By the late nineteenth century the advertising profession was more fully developed. Agencies had taken on the role of convincing manufacturers to adve

27、rtise their products. Ads had assumed a more complete informational and educational role. Copywriting had become a polished and reputable craft in the period. Modern advertising. By the beginning of the twentieth century, the advertising Industry had become a major force in marketing, and had achiev

28、ed a significant level of respect and esteem. “Soft-sell” advertising creates images through a slow accumulation of positive messages than “hard-sell” approach. With the outbreak of World War I, the advertising industry offered its services to the Council of National Defense. Thus were born Public S

29、ervice Announcements that relied in volunteer professionals and donated time and space. Advertising diminished drastically after the onset of the Great Depression in1929. Then the development of the major mediaradio and television has transformed advertising. In the 1960s, a revolution in advertisin

30、g brought a resurgence of art, inspiration and intuition. As we approach the twenty-first century, advertising is in a stage of tremendous flux and is seeking new directions that will enhance both creativity and profitability. Follow-upModern advertising really began in the 1880s when new methods of

31、 manufacturing led to greatly increased output and decreased costs for the producers of consumer goods. Advances in packaging technology meant that products could be packaged at the plant rather than shipped to a wholesaler who traditionally broke bulk and put his own name on them. Moreover, the tel

32、egraph network was in place and the continent had been crisscrossed by a network of railroads, bringing its farthest reaches within the purview of the incipient consumer culture.Prior to the 1880s, the American marketing system had been characterized by an intricate set of wholesalers, jobbers, and

33、other middlemen whose most function was to buy in large lots and sell in smaller ones. In this age, the wholesaler was king. But in the new era of the 1880s, the importance of the packaged goods manufacutrer greatly increased. What manufacturers could package at their own plant, they could brand. What they could brand, they could advertise. What the