AdvertisementBEC商务英语课堂演讲.ppt

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1、Advertisement13级建筑系4班侯苗苗孙一诺1.DefinitionandTypes2.Purpose3.CaseAnalysis1.DefinitionandTypesDefinition:Advertisinginbusinessisaformofmarketingcommunicationusedtoencourage,persuade,ormanipulateanaudience(viewers,readersorlisteners;sometimesaspecificgroup)totakeorcontinuetotakesomeaction.Mostcommonl

2、y,thedesiredresultistodriveconsumerbehaviorwithrespecttoacommercialoffering,althoughpoliticalandideologicaladvertisingisalsocommon.Anyplacean"identified"sponsorpaystodelivertheirmessagethroughamediumisadvertising.1.DefinitionandTypesAnyplacean"identified"sponsorpaystodelivertheirmessagethrougham

3、ediumisadvertising.1.DefinitionandTypesTYPESNumerous!AnyplacethatcanbeseencanhaveadvertisementsInpaperorthroughtechnologydevices1.DefinitionandTypesTypesProductPlacement1.DefinitionandTypesTypesMicroFilm1.DefinitionandTypes2.Purpose3.CaseAnalysis2.PurposeThepurposeofadvertisingistoconvincecustom

4、ersthatacompany'sservicesorproductsarethebest,enhancetheimageofthecompany,pointoutandcreateaneedforproductsorservices,demonstratenewusesforestablishedproducts.1.DefinitionandTypes2.Purpose3.CaseAnalysis①CocaCola①CocaColaThetargetconsumersofCocaColaaremainlymadeupofyouths.①CocaColaUSP:Aswecansee,

5、thereisalwaysawaveinCocaCola'sadvertisement.Thiswaveindicatesthesmoothtasteandtakesonanimageofenergyandenthusiasm.Besides,theenergecticcombinationofred,whiteandyellowbecomesasymbolofCocaCola.AndthatmakesCocaColaoutstandinginseveralbottles.①CocaColaTheadvertisementsofCocaColaarerelevanttosporteve

6、ntsandsportstars.Therefore,wehaveanimpressionofCocaColathatwe'llfeelmoredynamicandenergeticafterdrinkingit.①CocaColaAIDA:1.Astargetconsumersareyouths,theendorsementmodelsareidols.Meanwhile,CocaColacaterstolocalmarketsandpresentnewproductswithtraditionalChinesefeatures.2.TheredofCocaColanotonlyst

7、imulatesappetitebutalsocatchestheconsumers'attention.②CanonIXUS②CanonIXUSCanonIXUS’stargetconsumersaremainlyyouths,fashionpeopleandwomen.②CanonIXUSCanonconnectsIXUS’Sfeatureswiththeadvertisements’features.Intheadvertisement,