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1、PeopleChangeTheirAttitudestowardsAds Onenight,whentelevisionbeganbroadcastingaboringTVshow,Isaidtomywife,"Theprogrammeisevenlessinterestingthantheadvertisements,orcommercials.Letushaveachange." Mywife,whohappenedtohavearemotecontrolinherhand,consentedimmediately,switchedtoanotherchannelandenjo
2、yedanadvertisementofriceflourwithme.Justatthemoment,Ifoundthatwewerenolongerasdisgustedwiththecommercialsaswehadbeenbefore. ThenextdaywhenItoldmyexperiencetomycolleagues,they,tomysurprise,allhadthesamefeeling.Afewevensangseveralofthecommercialssongs. Afewyearsago,whenadvertisementsbegantoappea
3、rintheChinesemedia,mostpeople,includingmyself,wereagainstthepractice.Somesighed:"ThesocialistTV,newspapershavestartedimitatingtheWesternbourgeoismediatoo!"Whathaschangedtheaudience'smentalityinonlyseveralyears'time? First,Chineseadvertisementshaveimprovedtheiradvertisingtechniques.Atthebeginnin
4、g,thelanguageofadvertisementswassimple,themusicinsipidandtheimagescoarseandcrude.Later,somebetterforeignadvertisementscametoChineseTVandnewspapers. "Wherethereisamountain,thereisaroad;wherethereisaroad,thereisaToyota."ThewordsoftheJapaneseadvertisementpublicizingtheToyotacarareveryabsurdbutimpr
5、essiveandeasytomemorize."Nestlecoffeeistastyindeed."TheAmericanadvertisementpromotingthesaleoftheNestlebrandcoffeehasbecomeanewhouseholdphraseinChina. Gradually,Chineseadvertisementsalsohavelearnedhowtodressthemselvesup.Theyhavestrangeandhumorousassociations,charming,deepmalevoices,colourfulima
6、gesandsongsthatarepleasingtotheearandeasytolearn.Forthesereasons,thecommercialsforSantanacars,FudacolourfilmandOrientbeverageshavesuccessfullyattractedaTVaudience. Second,lifeneedsadvertisements.Everythinginmodernsocietyislinkedtoinformation,whilethemainfunctionofadvertisementsistodisseminatein
7、formationoncommodities,service,culture,employment,studentenrollmentandevenmarriage. Ofcourse,onecanobtainsuchinformationbylisteningtohearsayandmakingon-the-spotinvestigation,buttheinformationprovidedbyadvertisementsindoubtl
