Lecture 1 A General Introduction to Advertising En

AGeneralIntroductiontoAdvertisingEnglish•Advertisementisomnipresent（无处不在）inourmodernsociety.Itseemswhereverwego,suchsmalladswillgreetoureyes:thesupermarket,thesubways,thestopsighs,thewallsofpublicbuildings,thegarbagecans,andwhatsoever.Whatisadvertising?•“Advertising”comesfromtheLatinword“adverto”meaning“turnattentionto”.Tocatchyoureyes__advertisementWhatisadvertising•Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.(AdvertisingMarketingAssociation,AMA)3periodsoraladvertisingtrademarkadvertisingModernadvertisingoraladvertising(口头广告）Theworld'sfirstadisconductedbyvoice,calledoraladvertising,alsoknownassellingadvertising,whichisthemostprimitive,thesimplestformofadvertising.BackintheearlyslavesocietyofancientGreece,itisbysellingtheslavetrade,livestock,publicadvocacyandyellouttherhythmicads.Romanstreetsfilledwithcriesofvendors.HighlydevelopedinancientCarthagebusiness.trademarkadvertising（商标字号）Famoustrademarkisoneoftheancientformsofadvertising.StoreoriginatedintheancientfamouscityofPompeii.Trademarksarethesymbolfont,suchasancientRome,amilkfactorymarkingsongoats;amulepull-disc,saidbakery;whileachildisthewhipisusedinaschoolmark.InmedievalEngland,onearmswinghammermill,saidthegoldsmith;threepigeonsandascepterthatspinningfactory.London'sfirstIndiancigarfactorymark,carpenteronboardbytheshipcarvedoutofthemast.ModernadvertisingWiththegrowinginfluenceofmassmedia,manydifferentadvertisinginvadeseveryaspectofourlives.AerialadvertisingOutdooradvertisingPaperadvertisingOtherformsMediaadvertisingnewspapesrmagzinesModernadvertisingTVradiointernetDoyoulikeadvertisements?Advertisinghasmanyadvantages1,Knowlatestinformationaboutproducts2,Alotofjobsarebeingprovided1,greatlypromotessales2.ToimprovetheimagesoftheenterprisesAcceleratethedevelopmentofthemediaindustryToenterprisesOtheraspectsToconsumersI.Aims1.AttractattentionArouseinterestStimulatedesireCreateconvictionGetaction2.SellingpowerMemoryvalueAttentionvalueReadabilityII.Functions•Marketingrole----helpingcompaniesselltheirproductsorservices•Educationalrole----helpingpeoplelearnaboutnewproductsandservices•Economicrole----encouragingcompetitioninproduct/serviceimprovementsandlowerprice•Socialrole----helpingincreaseproductivityandraisethestandardofliving1.NewspaperadsMagazineadsTelevisionadsorTVCommercialsRadioadsInternetadsDirectmailads(postcards/catalogue/salesletter/leaflets)Outdoorads(posters/neonsigns/billboards)TransportationadsPoint-of-purchaseadsIII.Classification2.•Hard-sellad:straightforward,offeringaproductandprovidingtechnicaldataorconcretefactstoshowitsmerits•Soft-sellad:makesthebestuseoflanguageandothervisualaids,appealingtothecustomer’semotionratherthanhislogictobuytheadvertisedproduct.III.ClassificationForexample:(soft-sellad)PETAL-DROPS:FORTHEGIRLWHOWANTSAPETAL-SOFTSKINWithPetal-DropsmoisturizingBath-Essenceyoucangiveyourskinapetal-freshsoftnessandfragrancethatwilllastandlastthewholedaythrough.BecausePetal-Dropsisaspecialblendofmildsoaplessoil,delicatelyperfumedherbalessencesandthegentlestoftoningagents–allcombinedwithlovingcaretogivethatoh-so-good-to-be-alivefeeling.Relax.Petal-Dropsyourwaytoasmooth,silkyskin.Choosefromtwoexcitingfragrances:newPetal-Drops“coriander”–withitsspicedhintofseductiveness,ortheclassicPetal-Drops“lavender”.Forexample:(Soft-&hard-sellad)Fewerwrinkles.Firmerskin.SPF18protection.Allinonecompletemoisturizingtreatment!REVITALIFTCOMPLETEThecompletetechnology:•WiththepowerofEncapsulatedPro-RetinolAtoensurecontinuousall-daydeliveryintoskin’ssurface,RevitaLiftCompletehelpsfighttheappearanceofsurfacewrinklesallday.•WithPar-Elastyl,itnoticeablyfirms.•WiththebroadspectrumUVA/UVBprotectionofSPF18,ithelpspreventprematureskinagingcausedbysunexposure.3.•Commercialadvertising•Non-commercialadvertising/non-profit-makinggovernmentandcharityadvertisement/publicinterestIII.ClassificationForexample(PublicInterest)WebelieveseeingisbelievingStandardCharteredraisesfundstorestorethesightofmorethan56,000people.OurSeeingisBelievingglobalfundraisingcampaignhasraisedUS$1,400,000,enoughtorestorethesightof56,000people,morethanthenumberweemploy.ThemoneyraisedwillbeadministeredbySightSaversInternationalandothermembersofVision2020‘TheRighttoSight’.Wewouldliketothankallouremployees,customers,suppliersandshareholdersfortheirgeneroussupport.•Attention•Interest•Desire•ActionCriteriaofsuccessfuladsFunctionsattractattentioncreateinterestarousedesirestimulateaction•AttentionAgoodadvertisementshouldattracttheconsumertodirecttheirattentiontotheproduct.•Interest•Theintroductionandpublicityofanadvertisementshouldarouse（激起）consumers’greatinterest.•DesireThepublicityofadvertisingshouldstimulateconsumers’desiretobuytheproduct,andmakethemrealizethatthisproductisjustwhattheywant.•ActionTheadvertisingmakesconsumertoresponsetotheadvertisinginformationandevoke（唤起，引起）themtotaketheactionofpurchasing.Advertiser（广告主）-themainbodyo