广告英语 重点.docx
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广告英语 重点.docx
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广告英语重点
第一章
•Introduction
•Theemergenceofadvertisingiscloselyconnectedwiththeemergenceofmassmedia
•Theresulthasbeenatremendousrevolutionintheshoppingexperience
•Becauseofwidespreadadvertising,modernconsumersenterastorewithawealthofinformationaboutalternativeproducts,styles,qualities,andprices
•Thishaschangedthewaysthatfirmsmarketproducts
•Inturn,thedevelopmentofsophisticatedadvertisinghasaltered
–structureofmarkets
–natureoffirms
•ImpactofAdvertising
•Withoutadvertising
–lackofinformationaboutproducts
–shoppingisgenerallylocalandbaseduponvisualcomparison
–firmscanoperateonasmallscaleaseachcompetesforasmalllocalmarket
•Withadvertising
–comparisonshoppingisconsiderablyeasedasconsumershavebetterinformationaboutrangeofgoodonoffer
–firmshaveanincentivetowidentherangeofgoodstheyofferandtooperateonalargerscale
•UbiquitousAds
•televisioncommercials
•overwhelmingamountsofprintads
•radiospots
•billboards
•coupons
•directmail
•electronicbannerads
•in-programplacements
•AdvertisingAsPartofOurCulture
•BillboardsinShanghai,2001
•publicserviceads(PSAs).
•Valentine‘sday
•Cybergameads
•NeedforSpeed
•AdvertisingAsPartofOurCulture
•Aswellasbeingpartofthenewsagenda,advertisementsareareflectionofasociety'swantsandneedsatanyparticularpointintime.Theyalso,throughthewaythattheyrepresentgender,age,wealth,success,happinessetcprovideexcellentmaterialforhistoriansandsociologistsresearchingsocialattitudesofaneraoracultureataparticularpointintime.Advertisingreflectsthevaluesofasociety-allthethingsthatpeoplewanttohaveortobe-andcanbeusedasameasureofdominanthopesandfears.Ourownappearance-obsessedculturewillprovideplentyoffruitforfutureinvestigation.
•"DressedtoKill“
Wallisadsshown
•Identifythefollowingadslogans…
•“AskforMore.”pepsi.avi
•“Justdoit.”NIKE
•“Fresh-upwithSeven-up.”(Seven-up)
•“Communicationunlimited.”(Motorola)
•“TheRelentlessPursuitofPerfection.”
•(Lexus)
•Someofthemostfamousbrandsintheworld
•Definition
Definingadvertisingandintroducingtheprofession
Advertising:
adverture→advertise
•Anancientad
•Around1750,acitizenhadadvertisedarewardforthediscoveryofapersonwhohadstolensixtyguineas
•Oncearoundtheturnofthe20thcentury,AlbertLaskerwhoisknownamongtheadvertisersasthefatherofmodernadvertisingdefined“advertising”asthe“salesmanshipinprint,drivenbyareasonwhy”.
•ContemporaryAdvertisingByWilliamF.Arens
•Advertisingisthenonpersonalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts(goodsandservices)orideasbyidentifiedsponsorsthroughvariousmedia.
•WhatisAdvertising?
Definition
•Advertisingpromotes...
•goods,services&ideas
•communicateswithusthroughmedia:
–radio
–TV
–newspaper
–outdoor
–Internet
•WhatisAdvertising?
TypesofMedia
•WhatisAdvertising?
TypesofMedia
•WhatisAdvertising?
TypesofMedia
•WhatisAdvertising?
TypesofMedia
•WhatisAdvertising?
TypesofMedia
•Communication:
HumanCommunicationProcess
•Whatcaninterferewiththecommunicationprocess?
•source-formulatestheidea
•encoding-conceptmadeintomessage
•message-theideatobesent
•channel-mediumcarryingmessage
•receiver-partywhogetsthemessage
•decoding-receiverinterpretation
•CommunicationMakesAdvertisingUnique
•AdvertisersSourceDimensions...
•sponsor-legallyresponsibleforthemessage
•author-individualwhowritesthead
–copywriter
–artdirector
–creativegroup
•persona-imaginaryspokesperson-the‘voice’ortoneoftheadorcommercial
–(in-textspokesperson)
•MessageDimensions
•Drama:
NikeOutdoor,
“YouAreFasterThanYouThink”
•distancerunner
BernardLagat
•ReceiverDimensions…
•impliedconsumers
–addressedinthead’spersona,presumesanaudience
•sponsorialconsumers
–gatekeeperswhodecideiftheadwillrunornot
•actualconsumers
–individualsintheactualtargetaudience
–noisecomplicatesthecommunicationprocess
•TheRoleofFeedback...
•completesthecycle-verifyingifthemessagewasreceived
•inadvertising,itcantakemanyforms
–redeemedcoupons
–phone/Internetinquiries/visits
–storevisits
–increasedsales
–surveyresponses
•ApplyingtheCommunicationProcesstoAdvertising
•TypesofAdvertising
•targetaudiences
•geographicarea
•medium
•functionorpurpose
•TargetAudience
•Inadvertising,theword“targetaudience”referstoaparticulargroupofpeoplethateachadvertisementaimstocommunicate.
•Consumeradvertisingistheadvertisingthattypicallyaimedordirectedtoconsumers,peoplewhobuytheproductorusetheservicefortheirownuseaswellassomeoneelse'spersonaluse.
•Businessadvertisingorbusiness-to-businessadvertisingistheadvertisingthatdirectedtopeoplewhobuyorinfluencethepurchaseofgoodsandservicesusedinvariousbusinesssituations
•GeographicalArea
•localorretailadvertisingistheadvertisingusedbybusinesseswhosecustomerscomefromonlyonecityorlocaltradingarea.
•regionaladvertisingistheadvertisingforproductssoldinoneareaorregion,butnottheentirecountry.
•nationaladvertisingistheadvertisingthataimedatcustomersinseveralregionsofthecountry.
•internationaladvertisingThiskindofadvertisingdirectedatforeignmarkets.
•Media
•Printadvertisingispresentedinallkindofprintmedia,suchasnewspaper,magazines,brochuresandmanymore.
•broadcastadvertisingappearsonbroadcastorelectronicmedia,radio,television,includingwebsites.
•out-ofhomeadvertisingBillboardontheexpressway,advertisingatthebusstops,andallkindsofoutdooradvertising
•directmailadvertisingsentthroughthetraditionalmailorbypost,notincludingelectronicmail
•Purposes
•productadvertisingaimedtopromotethesalesofgoodsandservices
•nonproduct,corporateorinstitutionaladvertisingaimedtosellideas,topromotetheorganisation'smissionorphilosophyratherthanaspecificproduct
•Commercialadvertisingaimedtopromoteproducts,servicesorideaswiththeexpectationofmakingaprofit.
•noncommercialadvertisingaimedatseekingdonations,volunteersupportorachangeinconsumerbehaviour.Itisusedworldwidebygovernments,charitableornon-profitorganisations,civicgroup,orreligiousorganisation.
•actionadvertisementattemptstostimulateimmediateactionbythereader
•awarenessadvertisingattemptstobuildtheimageoftheproductorfamiliaritywiththeproduct'snameandpackage,whichisthelong-termgoal.Itinfluencesthereadersortheviewerstochoosetheparticularbrandthenexttimetheyshop.
•Advertisingbecomesincreasinglyinternational
•Factors:
•Fastermodesofshipping;
•Thegrowthofmultinationalcorporations,
•Risingpersonalincomelevelsworldwide;
•Fallingtradebarriers.⊙
•ImpactofAdvertising
•1.economicimpact
•Proponents:
positive,stimulatedemandforproductsandservices,strengthentheeconomy;increasecompetition,soleadtolowerprices.
•Opponents:
wasteful,addstothecostofgoods;mostencourageconsumerstobuyonebrandratherthananother.
•2.socialimpact
•advertisingpromotesamaterialisticwayoflifebyleadingpeopletobelievethathappinessisachievedbypurchasingproducts.
•advertisingcreatesaconsumercultureinwhichbuyingexcitingnewproductsbecomesthefoundationofthesociety'svalues,pleasures,andgoals.⊙
•3.politicalimpact
•Politicaladvertising.
•In1998,morethan$467millionwasspentonelectioncampaignsintheUnitedStates.
•4.culturalimpact
•encourageaggressiveindividualism.
•overridingculturaldifferences.
•Advertisingbecomesincreasingly“ABigIndustry”
•WorldLeadingAdvertisingMarket(2000)
•1.USA.$147.1billion→350billion
•2.Japan$39.7billion
•3.Germany20.7billion
•4.UK.16.5billion
•5.France10.7billion
•Worldwide,$350billionperyear.
•Cometowheretheflavoris—Marlborocountry
•Marlboro
•Marlboroisthelargestsellingbrandofcigarettesintheworld.ItismadebyPhilipMorrisUSAwithintheUS,andbyPhilipMorrisInternationaloutsidetheUS.ItisfamousforitsbillboardadvertisementsandmagazineadsoftheMarlboroMan.
•ThebrandisnamedafterGreatMarlboroughStreet,thelocationofitsoriginalLondonFactory.Richmond,VirginiaisnowthelocationofthelargestMarlborocigarettemanufacturingplant.
•PhilipMorris,aLondon-basedcigarettemanufacturer,createdaNewYorksubsidiaryin1902tosellseveralofitscigarettebrands,includingMarlboro.By1924theywereadvertisingMarlboroasawoman'scigarettebasedontheslogan"MildAsMay".
•ThebrandwassoldinthiscapacityuntilWorldWarIIwhenthebrandfalteredandwastemporarilyremovedfromthemarket.Attheendofthewar,threebrandsemergedthatwouldestablishfirmholdsonthecigarettemarket:
Camel,LuckyStrike,andChesterfield.ThesebrandsweresuppliedtoUSsoldiersduringthewar,creatinganinstantmarketupontheirreturn.
•Duringthe1950sReader'sDigestmagazinepublishedaseriesofarticlesthatlinkedsmokingwithlungandothercancers.PhilipMorris,andtheothercigarettecompaniestooknoticeandeachbegantomarketfilteredcigarettes.ThenewMarlborowithafilteredendwaslaunchedin1955.Intheearly1960sPhilipMorrisinvented"MarlboroCountry"anddisti
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