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1、AdvertisementEnglishTopicforDiscussionThedefinitionsofadvertisingarevarious.Manypeopledefinedtheworddifferentlyasthenatureofadvertisingkeepschangingallthetime.Whatisyourdefinitionofadvertising?Direction:Laskerdefined“advertising”asthe“salesmanshipinprint”.Andre
2、memberthatmedianowencompassmorethanprintwiththeadventofradio,cinemaandtelevision.Asanotherlegendaryadman,RaymondRubicam,oncenoted,“Theonlypurposeofadvertisingistosell.Ithasnootherjustificationworthmentioning”.Anotherearlytitanofadvertising,ClaudeHopkins,putitth
3、isway:Insteadofsales,theyseekapplause.Advertisingisattemptingtoinfluencethebuyingbehaviorofyourcustomersorclientsbyprovidingapersuasivesellingmessageaboutyourproductsand/orservices.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”广告定义众说纷纭概念美国《广告时代
4、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:Advertisingisanyofvario
5、usmethodsusedbyacompanytoincreasethesalesofitsproductsorservicesortopromoteabrandname.Advertisingisalsousedbyorganizationsandindividualstocommunicateanideaorimage,torecruitstaff,topublicizeanevent,ortolocateanitemorcommodity.广告的功能:1.突出优势特点Awholenewwaytoenjoythe
6、view.(Sharp)享受视觉的全新方式。(夏普)Intelligententertainmentdiscovered.(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Communicationunlimited(Motorola)沟通无极限Makeyourselfhead(Ericsson)理解就是沟通3.树立品牌形象ThingsgobetterwithCoca-cola.Can’tbeattherealthing.挡不住的诱惑。AlwaysCoca-c
7、ola。Cokerefreshesyoulikenoothercan.Specializedadvertisingagenciesoftenhandletheadvertisingofacompany’sproducts,services,orcorporatebrand,althoughsomeaspectsmaybedealtwithwithinthecompany(in-house).Therearetwobasictypesofadvertising,informativeadvertisingandpers
8、uasiveadvertising.Advertisesuseavarietyofmediasuchasnewspapersandmagazines,televisionandradio,andposters.TargetAudience:Notalladvertisementsareaimedatallpeople.Toensurethatt