Advertisement English 1.ppt

1、Advertisement English,Topic for Discussion,The definitions of advertising are various. Many people defined the word differently as the nature of advertising keeps changing all the time. What is your definition of advertising?,Direction:,Lasker defined “advertising” as the “salesmanship in print”. An

2、d remember that media now encompass more than print with the advent of radio, cinema and television.,As another legendary adman, Raymond Rubicam, once noted, “The only purpose of advertising is to sell. It has no other justification worth mentioning”. Another early titan of advertising, Claude Hopki

3、ns, put it this way: Instead of sales, they seek applause.,Advertising is attempting to influence the buying behavior of your customers or clients by providing a persuasive selling message about your products and/or services.,广告（Advertise ） 源自于拉丁语Adrerere，意思是“唤起大众对某种事物的注意，并诱导于一定的方向所使用的一种手段”,广告定义众说纷纭

4、,概念美国广告时代周刊在1932公开征求的广告定义：个人、商品、劳务、运动，以印刷、书写、口述或图画为表现方法，由广告者出费用作公开宣传，以促成销售、使用、投票或赞成为目的活动。 英国简明不列颠百科全书对广告的解释：广告是传播信息的一种方式，其目的在于推销商品、劳务、影响舆论，博得政治支持，推进一种事业或引起刊登广告者所希望的其他反应。 美国广告协会的广告定义：广告是付费的大众传播，其最终目的是为了传递信息，改变人们对于所广告的商品的态度，诱发其行动而使广告主获得利益。,Function:,Advertising is any of various methods used by a comp

5、any to increase the sales of its products or services or to promote a brand name. Advertising is also used by organizations and individuals to communicate an idea or image, to recruit staff, to publicize an event, or to locate an item or commodity.,广告的功能：,1. 突出优势特点 A whole new way to enjoy the view.

6、 (Sharp) 享受视觉的全新方式。（夏普） Intelligent entertainment discovered. (Philips) 智能娱乐展露无疑。 夏普强调其良好的视觉感，而飞利浦则突出其先进的功能。,2. 增加产品的知名度 Communication unlimited (Motorola) 沟通无极限 Make yourself head (Ericsson) 理解就是沟通,3.树立品牌形象 Things go better with Coca-cola. Cant beat the real thing. 挡不住的诱惑。 Always Coca-cola。 Coke re

7、freshes you like no other can.,Specialized advertising agencies often handle the advertising of a companys products, services, or corporate brand, although some aspects may be dealt with within the company (in-house). There are two basic types of advertising, informative advertising and persuasive a

8、dvertising. Advertises use a variety of media such as newspapers and magazines, television and radio, and posters.,Target Audience:,Not all advertisements are aimed at all people. To ensure that their advertisements will appeal to those most suited to their product, advertisers ensure that they have

9、 a target audience in mind when they design their campaign. People have been generally divided into different parts of many target audiences, ranging from wealthy professionals to students, the retired, and the unemployed. This means that an advertiser can tailor their appeal according to the socio-

10、economic background of their target audience.,按照宣传对象划分 产品广告 product advertising 非产品广告 non-product advertising 商业广告 commercial advertising 非商业广告 non-commercial advertising 行为广告 behavior advertising 认知广告 cognitive advertising,广告的分类,按照目标群体划分,消费者广告 consumer advertising 业务广告 business advertising,按照目标区域划分

11、,地方广告 local advertising 全国广告 national advertising 国际广告 international advertising,按照传播媒介划分,印刷广告 print advertising 电子广告 electronic advertising 户外广告 out-of-home advertising 直邮广告 post advertising,英语广告语欣赏,1.Time is what you make of it. (Swatch) 天长地久。（斯沃奇手表） 2.Make yourself heard. (Ericsson) 理解就是沟通。(爱立信）

12、3.Engineered to move the human spirit. (Mercedes-Benz) 人类精神的动力。（梅塞德斯-奔驰） 4.Start Ahead.( Rejoice) 成功之路，从头开始。（飘柔） 5.A diamond lasts forever. (De Bierres) 钻石恒久远，一颗永流传。（第比尔斯）,6.Fresh-up with Seven-up. (Seven-up) 提神醒脑，喝七喜。（七喜） 7.Intel Inside. (Intel Pentium) 给电脑一颗奔腾的“芯”。（英特尔 奔腾） 8.Connecting People. (No

13、kia) 科技以人为本。（诺基亚） 9.For the Road Ahead. (Honda) 康庄大道。（本田） 10.Let us make things better. (Philips) 让我们做的更好。（飞利浦）,11.Enjoy Coca-Cola. (Coca-Cola) 请喝可口可乐。（可口可乐） 12.Generation Next. (Pepsi) 新的一代。（百事） 13.The Relentless Pursuit of Perfection. (Lexus) 追求完美永无止境。（凌志汽车） 14.Communication unlimited. (Motorola)

14、沟通无极限。（摩托罗拉） 15.Feast your eyes.（Ponds Cucumber Eye Treatment) 滋润心灵的窗户。（庞氏眼贴片）,16.Focus on life. (Olympus) 瞄准生活。（奥林巴斯） 17.Behind that healthy smile, there s a Crest kid. (Crest toothpaste) 健康笑容来自佳洁士。（佳洁士牙膏） 18.Good to the last drop 滴滴香浓，意犹未尽。（麦斯威尔咖啡） 19.Obey your thirst 服从你的渴望。（雪碧） 20.The new digita

15、l era 数码新时代。（索尼影碟机）,21.We lead Others copy 我们领先，他人仿效。（理光复印机） 22.Impossible made possible 使不可能变为可能。（佳能打印机） 23.Take time to indulge 尽情享受吧！（雀巢冰激凌） 24.Poetry in motion, dancing close to me 动态的诗，向我舞近。（丰田汽车） 25.Come to where the flavour is Marlboro country光临风韵之境万宝路世界。（万宝路香烟）,26.To me, the past is black an

16、d white， but the future is always color .对我而言，过去平淡无奇；而未来，却多姿多彩（轩尼诗酒） 27.Just do it. 只管去做。（耐克运动鞋） 28.Ask for more. 渴望无限。（百事流行鞋） 29.The taste is great. 味道好极了。（雀巢咖啡） 30.Feel the new space. 感受新境界。（三星电子）,31.Intelligence everywhere. 智慧演绎，无处不在。（摩托罗拉手机） 32.The choice of a new generation. 新一代的选择。（百事可乐） 33.We integrate, you communicate. 我们集大成，您超越自我。（三菱电工） 34.Take Toshiba, take the world. 拥有东芝，拥有世界。（东芝电子） 35.No business too small, no problem too big. .没有不做的小生意，没有解决不了的大问题。 （