AdvertisementBEC商务英语课堂演讲.ppt

Advertisement13级建筑系4班侯苗苗孙一诺,1.DefinitionandTypes,2.Purpose,3.CaseAnalysis,1.DefinitionandTypes,Definition:Advertisinginbusinessisaformofmarketingcommunicationusedtoencourage,persuade,ormanipulateanaudience(viewers,readersorlisteners;sometimesaspecificgroup)totakeorcontinuetotakesomeaction.Mostcommonly,thedesiredresultistodriveconsumerbehaviorwithrespecttoacommercialoffering,althoughpoliticalandideologicaladvertisingisalsocommon.Anyplaceanidentifiedsponsorpaystodelivertheirmessagethroughamediumisadvertising.,1.DefinitionandTypes,Anyplaceanidentifiedsponsorpaystodelivertheirmessagethroughamediumisadvertising.,1.DefinitionandTypes,TYPESNumerous!,AnyplacethatcanbeseencanhaveadvertisementsInpaperorthroughtechnologydevices,1.DefinitionandTypes,Types,ProductPlacement,1.DefinitionandTypes,Types,MicroFilm,1.DefinitionandTypes,2.Purpose,3.CaseAnalysis,2.Purpose,Thepurposeofadvertisingistoconvincecustomersthatacompanysservicesorproductsarethebest,enhancetheimageofthecompany,pointoutandcreateaneedforproductsorservices,demonstratenewusesforestablishedproducts.,1.DefinitionandTypes,2.Purpose,3.CaseAnalysis,CocaCola,CocaCola,ThetargetconsumersofCocaColaaremainlymadeupofyouths.,CocaCola,USP:Aswecansee,thereisalwaysawaveinCocaColasadvertisement.Thiswaveindicatesthesmoothtasteandtakesonanimageofenergyandenthusiasm.Besides,theenergecticcombinationofred,whiteandyellowbecomesasymbolofCocaCola.AndthatmakesCocaColaoutstandinginseveralbottles.,CocaCola,TheadvertisementsofCocaColaarerelevanttosporteventsandsportstars.Therefore,wehaveanimpressionofCocaColathatwellfeelmoredynamicandenergeticafterdrinkingit.,CocaCola,AIDA:1.Astargetconsumersareyouths,theendorsementmodelsareidols.Meanwhile,CocaColacaterstolocalmarketsandpresentnewproductswithtraditionalChinesefeatures.2.TheredofCocaColanotonlystimulatesappetitebutalsocatchestheconsumersattention.,CanonIXUS,CanonIXUS,CanonIXUSstargetconsumersaremainlyyouths,fashionpeopleandwomen.,CanonIXUS,CanonconnectsIXUSSfeatureswiththeadvertisementsfeatures.Intheadvertisement,severalfashionguyswhoseclothescolorcorrespondingtocamerascolorwalkalongthestreetandtakephotos.Hello,Color,CanonIXUS,AIDA:ATTENTIONFirst,withthedynamicmusic,good-lookingidolswalkintothecolorfulframe,whichattractsaudiencesattention.,CanonIXUS,AIDA:INTERESTThen,thecolorfulandgood-designcameraonthescreenarousepeoplesinterest.,CanonIXUS,AIDA:DESIREMoreover,thewordsHello,coloremphasizethefeaturesofIXUSwhicharefullofenergy,fashionable.Canon,Delightingyoualways佳能，感动常在,CanonIXUS,AIDA:ACTIONThedynamicframesmakepeoplewanttofollowtheirsloganGoandshoot.,Goodadvertisementscaninspirepeopl