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ID:1969476
大小:56.00 KB
页数:11页
时间:2017-11-14
《广告专业英语课后题及答案》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、专业外语作业一Chapter1FundamentalsofAdvertising²DefinitionofAdvertising1)What’sthedefinitionabout“advertising”?AmericanHeritageDictionary:Theactivityofattractingpublicattentiontoaproductorbusiness,asbypaidannouncementsinprintorontheair.Anotherone:Advertisingisanon
2、-personalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts,servicesorideasthroughvariousmedia.Fivecomponents:non-personalcommunicationofinformationpaidforpersuasivevariousmedia2)Howcanyoucategorizeadvertisinginacademy?Crite
3、ria:targetaudience:consumeradvertising(directuser,enduser)Businessadvertising(professionaljournal,directmailing)Targetarea:localadvertisingNationaladvertisingInternationaladvertisingMedia:printadvertisingElectronicadvertisingOut-of-homeadvertising(Transitad
4、vertising)Purpose:commercialadvertisingNoncommercialadvertising(publicinterestsadvertising)-11-专业外语作业一2.CommonExpressions:Advertising广告,广告业,广告活动Advertisement广告Advertisingaudience广告的受众consumeradvertising消费者广告Businessadvertising企业广告localadvertising地方广告Nationa
5、ladvertising全国广告Internationaladvertising全球广告printadvertising印刷广告Electronicadvertising电子广告Out-of-homeadvertising户外广告Transitadvertising交通广告,移动广告commercialadvertising商业广告,盈利广告Noncommercialadvertising非盈利广告3.英汉互译练习:lWemaydefineadvertisingasacommunicationprocess,
6、amarketingprocess,apublicrelationsprocess,orapersuasionprocess.我们可以把广告定义为沟通过程、营销过程、公关过程、劝说过程。-11-专业外语作业一lInadditiontopromotiontangiblegoodssuchasdetergentsandsoftdrinks,advertisingalsohelppublicizetheintangibleservicesofbankers,lawyers,etc.广告除用以促销洗涤剂、饮料等有形产
7、品外,还用来宣传银行、律师等提供的无形的服务。lMostadvertisingisdirectedtothegeneralpublic.大多数广告的对象是公众。lAdvertisingistobepaidfor.广告是要付费的。lWord-of-mouthpublicationisn’tadvertising.口碑宣传不是广告。lThevastmajorityofadvertisingisintendedtobepersuasive.绝大多数广告是劝说性的。lIdeascanalsobeadvertised.
8、观念也可以广告lAdvertisingreachesusthroughachannelofcommunicationreferredtoasamedium.广告是通过一种叫做“媒介”的传递渠道传播给我们的。lMassmediaarethemostcommonadvertisingchannel.大众传播媒介是最常见的广告渠道(vehicle)-11-专业外语作业一²FunctionsofAdvert
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