广告英语课文

1、广告英语课文unt thedimnions of dvrtising 广告概述text advrsings a oarou methosusd by a opany oinceae tsale ofit podtsor serves o o proote a brandname. adertising is als ub oganzaos o ndividuals to counicatea ior image, recrt taf，to pulizean event, or olocat a item or cmmodity.produt advertisg cn e senb econom

2、iss asethr beficial (since it providesiformation bot a prdut nd sobrinsth maktcloser t a tate of pect cmetiio)or s hindrance o erect cetiin， sinit attmptst ake imginardistinctons (suchs getersexappeal) beteen moreor le simila oducts. peialiedadvertisingagencis often hanlete aertisin facmpanys poduct

3、, servces,r corrae brand, although se aecs ma edealt wthwthth comany (in-house) theae two basc ypes o advers， inforaiv dvetisin anpersuasie adetisng. t effctvenessof adverts i rd to measure. mrketndeprnts, hih oftentakeronsibili fr copas aertsing budget, cantro meaue the scess ftcompanys advertis tr

4、oh arket searh.dvertisrs u a vaiey of media such as nppr andmgazines,tlviion and rao, a pose. in ewspaes and magazines， ssfieddvertsmn are smal ertisements o ol few lins of rniht ay iustratio. teyae oen usd by ividal r sml copniesdisly avertisemensrelrger drements, usully in bxes, whi oftn carry mix

5、tu fpicturesand wors. arger ompanies often emlo adetiingagencito devean adertg campain. t anc ll usuly undtakemaketrsearh in prepio fothe design fe advetseets t bus inheaaign.t will then book spae ndte oneleviin， in wspapers, anoon for he dverismts.ot all dvrismen ae aiedat alpeplo ensue ta teir rti

6、sementswll appaltohse mot sited o heir produ； advertiser ensure thate hae targetadenc in mind he thy design heir campagn peoplehave been gnrly dvided ino differnt rto may tare audice,angig fromealty prosionat stdent, e rtr an th umloed this as ha an advetir can ailr teiappelaccording t the sci-conmi

7、c background f thei get adience.dditial eadigheadertg omunication model is creatd to makes undtandmor out th adertisin commnication process. tis procss starswhe onepty, called te source,gnraes a thought,te encesias a mesag, andsesit houh soe chanel toanoherarty, calld thereer. threeivermustdcoe the

8、message in order ndrsa it fterards， th eeiv responds the orignal msage enodin e ne de aneds new messag ck vi a chanel，or a edium. at ew mesageepeents feedbck， whcaffects o the encoding sageofth new message byth sourc. t s oktsomemportantfactorse by onesorce denins:inaertiig， ther arehr kinf persn wh

9、 re onsideed te srces frstly, t is the snsr oh ne whoys for the ad eve though the sponsors payfo h advetisn,thesponrdo npouce he mesagebytemelve.t i t job of thauthoor he ns wh ae respnsie idesignt essaes, wich uld atualybe a copywriter，an a diector o msly ropf derising aency.theseople are considrdu

10、side e text ofthe mesage hoever, the author imself dos not conveythe essaes to te auiences but e pesonawho is witin thext o he messag. the rsna s the pokespeon, eter rea oriaie,who uuallgvs oi and apears in t averising st of th prsonas are celebrities, as they ave h ably oatact onsmera rsult， t th o

11、nsur,te oe whoi te sore o the iformati iste persona.message dimesis: messes tht re communiated in theavertiing ar vaoiterms of typs. ter are three min typs incluehee ssge imension. autoigraphil mesages re those “i” tll story t “you”. for intnce,i “doe smpoo” adtisin, thewomnasthersona （surc)ellst im

12、airy audiens (consumers） abou he personl experience usig “oe shapo”. on tecontrary,in rraie messgs a thid-peso tells a tory b heothers t n imagined adiee. in addito, h lttye of ssaesama, i whic the harcters acout eventsdirecty in ont of anagined auinc.foreapl，the vrtisn f th “dterge”, n whch the son

13、 ries o washthedtypots out his school unifom， ashe i aad in unedbyhs moter. d beca ofthe efevess ofthe eergent， the spot ha aready faded ot hen hi mthr cck hs uniom.receivr imnios: in aderting, th reeversare multdimensolas el. fily， te is an mplied consmr. pled cnsuers ar those parculagrops of pepl

14、imagnd by tadvrtises oe auiencsf he artur artisgthe seond kd o rcev is spooi onsumerstheponsalconumrs aretegatekepers r thoe who decid fth a will e ruor t ts, the firtasof the dvertigis to persae hponsr efr the real cutomer. asly,ther ar atul conumers r adencs in the ral rd. inoher ords, ctua consmr

15、 are peopl wo ally wath thadrtisn.po lie all f us who re cosumingavtising in veryday lives are onsided ctual nsmrsfeedbas imprtatin he averising comuncain oel becaus t rfie tha th mssgwas recived ad nderstoodfeedbackcn tae mn orms incldin， bu ntlimted o, redeemecps,tlehne inqres, an real-tme feedbk.

16、nit theeuio of avetisn广 告 历 史extthe hitory ofadetising flsiofur eras， whch are theancint, eriod， te age of theprint， e formate yrs, and odenaertisngth ancint pioersuaie ommuication ha bearound ince ealy tims sripioson tblets, wl, and papru fomancent bbyloa, egp d geeccy mesge itng avaable prodctndup

17、cming even. becuse of wiespreaillitracy beoe the aeof pin, mot msags ere ctuly deliver y riswho dstreernrs sotng theares of hesnsor, stoe, dthemerchandis they caried, we idenifd y igns. infraon rther than persuasion asthe objectiv o he erlomerial message. he ag of prit. the invention fmoebl yp by jh

18、nn gutnbeg aroud 1440 moe siety owara new of cmmnicatn mas commuication，no longerretrteby t time requied by a scribe thand-letter, a ingle essageadvrtisin couldw be mss produced. thevailabilty of pritmdiato greate nubr of poe incease the level ofitracy, wich, i turn, enourg more busnesses todvetise.

19、 in erms o d,heer pnted advertients inclded postrs, handbil, adclassiied avertsments n newspapers teesages ontiuetbe simpl d informaive hroughthe100s and nto 1800. thefrmatveyears.mid-8 kd tebinng ofh deveopmen f th avrtingndsry in th un sts.th emrgin importnce and rowh of advertisingduring ths peio

20、d resue frm a nmber focialand technologicaleveopmts assoiated wi edutril rvolution .by eat ninetenth cnt the advertisng proesi as re fuy develod. aenes haken on teoeof conincingmanuacturero advtise teiproducts.as ad assmed a moecmplete infotional ndeducatoa oe. cpywriting hadboe alis nd reputabl cat

21、 in the perio.moderndverising.byhe egingof te wentieth tur， t dvertisng ndutryha become a majo orce inmarkig,adhachieved a gnfantlvel ofrespect d eem. “oft-se” advertising ceatmagesthouh so aculatin of piv mee thn “hardsel” approah wth thotbreak of ord wai, the adertsing iustry offerd ts ries t thec

22、ouncl of natonl defense. thu weeborn pulic sevice anuncemntsthat elied n volunteer profesias ad donated tme nd spce. advertising dimnishedraticl after the onstof he great depresson in1929. then the develomen ote ajr mediario a teisio hsransre advrtiin. n the 16s， a rvlution n adetisig brougt a rerge

23、ncef art, inpiation ad inuitin.as we aroahtheeny-firstctur,advertsng s in stge f tmenou flu ndissein nw dctis thatwillenhanc ocretivity an rofitability. olow-upoer avtisng realy began n the880s when new methos of manfaturng led to greatly ireasedutputnd dereased costsr the ducers of consuegds avance

24、s inpcaing technooymeant that prducs couldbe ackag thplant ratht shpeto a wolesaler who taditionllbrokebuk and uts ow amn them.morever, theelgrp neor was n plce nd e cntent haben issossed by netk o alras, bingi is frthst reacheswthin he purviewof h iipietnmer utur.r o he 88s， the america markeng sys

25、teadben caactered b a intriate et fwhoesers, jobbers, n ote idlen hose mst function wa by in la lots andl smallernesinthis ae, th whlsl was ki.bu i h new era ohe 1880， the imprtac o e pakgegods manufactrer grealyincraed. ht manufacurerscld akaeat tr on la,they cud brd wht hy uldband,the cudavertis.

26、ha teycould istiu nationly, the oulddvertiseatioythis, daiea.pop written， “necessitated h growt o adersin agenci and dctaed theiactivitie” and als “ipedebanc in avrtiin frominormion (hoeverspeciousuch of it hn）to peraso.” naional dvetisers rovde te eda andadveriig agencis wit a new et of clents wose

27、 tandardsof onductwer far ih hanhose preei them.temosidly aveised consumr poducsthrough mos of the nineteet etury had ben patent medcies-nostrums for which their purors ae extraagantlyfalseaims. but the new cpaies，atogh no always inncnt ofmissteets, epndeporepea-pure behavi and thus po bilding a bon

28、d of ru wih h cnsuer.to do ths, thhato eschew blatant falsehodunit3adertising& marei procss广告和营销过程atwo textidaysmarkeng wold, a usine s generaly oomed to faiure iftsent lokt the produchoug te eyesof th cosumer. sucesfu mketin strt ih a roduc that i alble t prce that the rihosuerwould b ilig to py. t

29、hen, thearker must gt tto te marelace where the consmercanu it. h arketerust pomoe ittats,aetistt onvince th consu to uyt. a grea del o ork goe intthe plannig, devopment implmentationo an overlmarketig proram beor ny f f avertisin cneen becnside for xpe，thmakter h to find theanswers to many uesnscoe

30、rnngthmarketing ix： rodut： is he pdut what conumrwats? doseit sshis eed?i beterthampettiv routs？ doseit ffea comptt conmr benei? eiter real o etional? pri:is e productoeitvly priced were the conuis wllgto pay for it? place:s our prodt loated i a hee t cane conenitls nd prcaeby t cnumr？ pmoion:is th

31、ompetitive beneit our pruct prsuasvely commnicatdo therht consume? as you ca se, romoin, in th om f the advertising,i ny one artof hemaketin program. iis imprtant to note at th oit thtulesthrductfers a competivebeit at pice the consume is wiling aan unles e producisin itibutinthe geatest dvii planer

32、 devised wil aolt fail nd fail absoltely. in fact， effecive adertsing wllsndthedmise f an nadequate prout.effectvedvetsing strategs ca only co romfctive mtigsraegies.go marketin isaways th bassfroo drting. follw-updtialreading. 补充阅读 cathysfu p look maketg fr t persective fthmrkete. t escre wat vrial

33、s arters aeto workwith, dhese is smtms reeed to as a marketingmaageet prspecve. ober tbrnlimstha ch of ths vaabls hould aso b seen ro a cosumers perspectiv .thstransformtion is coplished byovertprductnto“cutoeroution”, pice nto “cost toth custoer”， pace into“convenience”， anpomotiono “commnction”. h

34、e callsthsthe four cs. hesecs flct a ore cient-rined marketing hilsop. they provided usefreiders, for exmpe, you e to bear mnd th onvnienceofthe client wen deiding whreto fferaerice. som wuld argue tht he marketin mixisoorodu-rinted, nd tha mdern mrketing shold not fousn it. however,it dose poide ah

35、y framewor fr etinganalsis e c are ao nt nearls emorale as t p-wrs, a mrket ets sill end o use theler describe te elmeto hemx. hotly aftr mccathy deelped e fr ps， rden devised model w twel decn ariables.the wrrdct lnnig,pring, bnn， hal of ditributin,prsoa elling, advrtising， motns， pacag,dip, servin

36、g,hyicl hadli, d fact finding. nother etofmakeing mi riables we dvelopedby albert fry. n1961, lassifed the marken varbls itotwo ctgories: th oferng, d pocessvariableshe “offering” conss fthepoduct, serice,pagn, brnd, nd price. the“rocss”or “methd” variables incldd dertsing， pomoin,sales promotio, pe

37、rsonal selling, pblicit,dstribton chanels，marketing sech, stratey formaion, and ne proutdeloment. the mrketing mi modeli often expandd t cude su-ixes. for xmle, th promotion ariablecan be further decomposed ino rotiamxcniti of dvertg, sales prmoton，ersonal sling， publiity, dictmarktig, anderoer reti

38、ng，viral mrkeing,and emktin.ithn thepromotoalix,aertisigc be furthe brken dwn t n “avertising miamix” ha peifies homuch emphas s placed o telesionads, rdo ad，newspaperads,ternets, magazeads,ct.uni 4 arktingcommunicatin toolpa to tet te cmmunitioelement nclds allrke-relate communcaions betwee he slle

39、r n th byer. avaiety of marketing mmuniation oscpse h cunicationmx. ersnl omunicatio icluds personalcott wih custr, which may e letes, meos, pers iterviews， epnecnerstns and mil non-rsoncmmnicaion ues som mei asanintermedar fo cmnicatin. t inclues advertisng,diectmarketing, ertainublic lionsativitie

40、,collteral materilsandsales prmoio. adertsng soetimscalleas non-peroasllig.isua urpose i o ifrm, puae, nd rmnd ustomrs aot atcular poducsad ervies.adverisin wors best with differentiated prouc like csecs, but i oesnt wor effciny foundifferetiated proucts esalt, sugar, othew materialsand commdiie.the

41、 owig re important or dvrtii suces: hgh piar dmand tend hance or sgniicant roductdiferentaton hddn qualities highl iprtat o conmer potunity usestrn otiona peal sustaial bdget ospoadverising rect marketig refero thelingproes ht iske tlkng thesore to thcutomer，for exmpl, mailorder hue. i uld and minta

42、ins it owndtbeof customs and ua variet of meia tocommuicte wh os ustmrs. tleakeing is a de marketing tehq， here pesonto-pesonphoneonat maes h sae dictmrketingas for distitiv chcteriic: noplic,mmediate, customized and iteract, andis well sedto hihy-targeted arketing eforts public relation,sucha pulit

43、 (news reee, medi adiseents, feturestores) d spcial vnts （open oue, factory tous, nd grad opeins） e s to nfrmvarious udiencsbt hompanan ts proct and uld corpratecrebliy ad mag. colara materials include booklet， catalogs, rcues, fim, saesitanannualreprts ae promt supplemnts the basi manism ofhe marti

44、ngmx o shortpos of imeby smuling hane member posectcustms some mmediae， overt beaor, for exmple, trae dels， re samples，displys, contsts,sweepstake, and cens-of coupo.addtiona reain.补充阅读 mkng ommuictioni a ysteaic elaoshp ween usinessnd rket. there are welve diffentcommunicatn toolsavaale to te mrter in tta: personalselln，advsig,ales rmoion,iretmarkting, publi reaon，spsoshi,exhibitin， pckaging,oint-ofslend merhandising, e intern, wor of mouthnd corprate identt.hese ommunicaion tolsconstitut he marketin ommuniction ix. rsv