广告专业英语课后题及答案.doc

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1、Chapter1FundamentalsofAdvertising²DefinitionofAdvertising1)What’sthedefinitionabout“advertising”?AmericanHeritageDictionary:Theactivityofattractingpublicattentiontoaproductorbusiness,asbypaidannouncementsinprintorontheair.Anotherone:Advertisingisanon-personalco

2、mmunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts,servicesorideasthroughvariousmedia.Fivecomponents:non-personalcommunicationofinformationpaidforpersuasivevariousmedia2)Howcanyoucategorizeadvertisinginacademy?Criteria:targetaudie

3、nce:consumeradvertising(directuser,enduser)Businessadvertising(professionaljournal,directmailing)Targetarea:localadvertisingNationaladvertisingInternationaladvertisingMedia:printadvertisingElectronicadvertisingOut-of-homeadvertising(Transitadvertising)Purpose:c

4、ommercialadvertisingNoncommercialadvertising(publicinterestsadvertising)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Nationaladvertising全国广告Internationaladver

5、tising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,amarketingprocess,apublicrelationsproc

6、ess,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。lInadditiontopromotiontangiblegoodssuchasdetergentsandsoftdrinks,advertisingalsohelppublicizetheintangibleservicesofbankers,lawyers,etc.广告除用以促销洗涤剂、饮料等有形产品外，还用来宣传银行、律师等提供的无形的服务。lMostadvertisingisdirectedtoth

7、egeneralpublic.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.观念也可以广告lAdvertisingreachesusthroughachannelofcommunicatio

8、nreferredtoasamedium.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）²FunctionsofAdvertising:1.Questions:1)Doesadvertisingincre