Unit1Advertising●Section2BackgroundinformationI.AnintroductiontoAdvertising1.Definition:AmericanMarketingAssociation(AMA)definesadvertisingas“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”Today,withthedevelopmentofthetechnologyandthediversityofthemassmedia,advertisinghasinfluenceduspervasivelyinourdailylife.However,whateverthepromotivestrategiesadvertisingtakes,languageisthemaincarrierofmessageallalong,asTheLanguageofAdvertising,byVestergard&Schroder,says,“Advertisingtakesmanyforms,butinmostofthemlanguageisofcrucialimportance.”Advertisinglanguageisastyleofimmediateimpactandrapidpersuasion.Thepointofanadvertisementistopersuadeyouofthemeritsofaparticularproductorservice,inorderthatyouwilltakeoutsomeofyourmoney.2.AdvertisingComponents:Accordingtothedefinitionoftheadvertising,mostoftheadvertisementsshouldhavethefollowingcomponents:(1)AdvertiserTheadvertiseristhesenderofinformationandalltheadvertisingactivitiesshouldbeconsistentwiththepurposeandwillingnessoftheadvertiser.Therefore,theadvertiseristhemainbodyofadvertising,namely,everyadvertisementshouldhaveitsspecificowneroftheadvertisinginformation.Thespecificownershouldbearecognizablegroup,includingcorporation,enterprise,government,organizationandindividual.Therearethreesignificancesofanadvertiser(bothfortheadvertiserthemselves,andforthepublic):firstly,it’seasyforthetargetaudiencetorecognizethecompanyandtheproductsofit,whichwillpromotethepropagandasandthesaleofitsproducts;secondly,itwillestablishahighreputationforthegroup,enterprise,ortheindividualinorderthattheconsumerwilltrustthebrand;finally,itwillpreventtheadvertiserfromcounterfeitinganddeceivingbylegalsupervision.(2)AcertainamountofmoneypaidTheadvertisingfeesarepaidbytheadvertisernomatterit’soperatedbyitselforotheragency.Becauseadvertisingisakindofmarketingaction,anadvertiserhastopayforitsadvertisement.Therearequiteafewpeoplewhoconsiderthattoomuchadvertisingfeewillinevitablyraisethepriceandcostoftheproduct,andtherebywillinfluencethesaleoftheproduct.However,thisconclusionisaone-sidedview.Advertisingcanbringyouahugeprofitbyreasonableplanningandproperoperation.(3)AdvertisingInformationAdvertisinginformationistheprincipalcontentsanadvertisementwantstodisseminate.Advertisingisaseriousofplanningaction,sotheinformationofadvertisingshouldbeaimedatthecertaintargetmarketandconsumers,andshouldavoidaimlessness.The用心爱心专心116号编辑disseminationofinformationshouldbeaccurate,definite,recognizableandmoderateinlength.Aneffectiveadvertisementinvolvesnotonly“whattosay”,butalso‘howtosay”.(4)AdvertisingMediaMediaarethemeansofthedisseminationofadvertising,includingnewspaper,magazine,broadcast,TVprogram,billboardandmail.Thenewspaper,magazine,broadcastandTVarecalledthefourmainmediaofadvertising.Moreover,anykindofobjectsortoolscanbeamediumfortheadvertisement,suchasairplane,train,bus,building,neonlight,movie,package,exhibition,andetc.Differentkindsofmediahavedifferentfeatures,disseminatingarea,targetaudienceandspeed.II．经典英文广告麦斯威尔咖啡Goodtothelastdrop滴滴香浓，意犹未尽。雪碧Obeyyourthirst.服从你的渴望。索尼影碟机Thenewdigitalera数码新时代。理光复印机Welead.Otherscopy.我们领先，他人仿效。佳能打印机Impossiblemadepossible.使不可能变为可能。雀巢冰激凌Taketimetoindulg...
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