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1、SkoposTheoryandAdvertisingTranslationChapterIIntroductionThispart,whichservesastheintroductiontothethesis,firstdefinesthekeyterm“advertising”andexpoundsitsessentialfunctions,thenitmovesontoprovideabriefreviewofrelevantstudies,andfinally,itexplainsthenecessityandpurposeoftheresearc
2、h.1.1Definitionandfunctionsofadvertising1.1.1DefinitionofadvertisingThedefinitionofadvertisinggivenbytheAmericanMarketingAssociation(AMA)iscommonlyregardedasthemoststandardone:Advertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutprod
3、ucts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia(ZhaoJing,1992:1).1.1.2FunctionsofadvertisingAdvertisingisbothapplaudedandcriticizedforitsroleinsellingproductsanditsinfluenceonsociety.Foryears,criticshavedenigratedadvertisingforawiderangeofsins—somereal,andsomeimagin
4、ed.Theresulthasbeenasteadygrowthinthenumberofconsumergroups,businessorganizations,andgovernmentbodiesthatnowregulatevirtuallyeverythingthatadvertiserssayanddo(Arens,1996:39).Anyhow,advertisingdoesplayaveryimportantroleinbothreflectingandshapingoursociety.Fivedifferentfunctionshave
5、beenidentifiedforadvertising.Theyarebrieflydiscussedbelow.1.1.2.1ThemarketingfunctionAlongwithsalespromotion,publicrelationsandpersonalselling,advertisingisoneofthevehiclesemployedbyabusinessoranorganizationtocommunicatewithitscustomers.Althoughadvertisingisonlyoneelementinacompan
6、y’soverallpromotionalprogram,itisthemostvisibleone(Wells,1989:9).601.1.2.2ThecommunicationfunctionAdvertisingisaformofmasscommunication.Ittransmitsdifferenttypesofmarketinformationtomatchbuyersandsellersinthemarketplace.Advertisingbothinformsandtransformstheproductbycreatinganimag
7、ethatgoesbeyondstraightforwardfacts.1.1.2.3TheeconomicfunctionThetwomajorschoolsofthoughtconcerningtheeffectsofadvertisingontheeconomyarethemarketpowerschoolandthemarketcompetitionschool.Accordingtothemarketpowerschool,advertisingisapersuasivecommunicationtoolusedbymarketerstodist
8、ractconsumers’attentionfromthepri
