AdvertisingEnglishUnitOneTheDimensionsofAdvertisingAdvertisingEnglishUnitOneT1IntroductionTheemergenceofadvertisingiscloselyconnectedwiththeemergenceofmassmediaTheresulthasbeenatremendousrevolutionintheshoppingexperienceBecauseofwidespreadadvertising,modernconsumersenterastorewithawealthofinformationaboutalternativeproducts,styles,qualities,andpricesThishaschangedthewaysthatfirmsmarketproductsInturn,thedevelopmentofsophisticatedadvertisinghasalteredstructureofmarketsnatureoffirmsIntroductionTheemergenceofa2ImpactofAdvertisingWithoutadvertisinglackofinformationaboutproductsshoppingisgenerallylocalandbaseduponvisualcomparisonfirmscanoperateonasmallscaleaseachcompetesforasmalllocalmarketWithadvertisingcomparisonshoppingisconsiderablyeasedasconsumershavebetterinformationaboutrangeofgoodonofferfirmshaveanincentivetowidentherangeofgoodstheyofferandtooperateonalargerscaleImpactofAdvertisingWithouta3Unit-One-The-Dimensions-of-Advertising--廣告英語(yǔ)教學(xué)課件4Unit-One-The-Dimensions-of-Advertising--廣告英語(yǔ)教學(xué)課件5Identifythefollowingadslogans…“AskforMore.”

pepsi.avi“Justdoit.”NIKE“Fresh-upwithSeven-up.”(Seven-up)“Communicationunlimited.”(Motorola)“TheRelentlessPursuitofPerfection.”(Lexus)Identifythefollowingadslog6DefinitionDefiningadvertisingandintroducingtheprofessionAdvertising:adverture→advertiseDefinitionDefiningadvertising7AnancientadAround1750,acitizenhadadvertisedarewardforthediscoveryofapersonwhohadstolensixtyguineasOncearoundtheturnofthe20thcentury,AlbertLaskerwhoisknownamongtheadvertisersasthefatherofmodernadvertisingdefined“advertising”asthe“salesmanshipinprint,drivenbyareasonwhy”.AnancientadAround1750,aci8ContemporaryAdvertisingByWilliamF.Arens

Advertisingisthenonpersonalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts(goodsandservices)orideasbyidentifiedsponsorsthroughvariousmedia.ContemporaryAdvertisingByWi9WhatisAdvertising?

DefinitionAdvertisingis...nonpersonalcommunicationofinformation,...aboutproducts(goods,services,andideas)...byidentifiedsponsors...throughvariousmedia.usuallypaidfor...usuallypersuasiveinnature...structuredandcomposed...WhatisAdvertising?

Definitio10Advertisingpromotes...goods,services&ideascommunicateswithusthroughmedia:radioTVnewspaperoutdoorInternetAdvertisingpromotes...goods,11WhatisAdvertising?

TypesofMediaMassBillboardsNewspapers&MagazinesRadio&TVWhatisAdvertising?

Typesof12WhatisAdvertising?

TypesofMediaAddressableMassBillboardsNewspapers&MagazinesRadio&TVDirectMailE-MailWhatisAdvertising?

Typesof13WhatisAdvertising?

TypesofMediaInteractiveMassBillboardsNewspapers&MagazinesRadio&TVAddressableDirectMailE-MailKiosksWebsitesWhatisAdvertising?

Typesof14WhatisAdvertising?

TypesofMediaNontraditionalMassInteractiveBillboardsNewspapers&MagazinesRadio&TVAddressableDirectMailE-MailKiosksWebSitesShoppingCartsBlimpsTattoosWhatisAdvertising?

Typesof15WhatisAdvertising?

TypesofMediaMassInteractiveNontraditionalBillboardsNewspapers&MagazinesRadio&TVAddressableDirectMailE-MailInteractiveKiosksWebSitesNontraditionalShoppingCartsBlimpsTattoosetc.WhatisAdvertising?

Typesof16Communication:

HumanCommunicationProcessSourceEncodingMessageChannelDecodingReceiverFeedbacktobedecodedbyareceiverCommunication:

HumanCommunica17Whatcaninterferewiththecommunicationprocess?source-formulatestheideaencoding-conceptmadeintomessagemessage-theideatobesentchannel-mediumcarryingmessagereceiver-partywhogetsthemessagedecoding-receiverinterpretationWhatcaninterferewiththeco18Unit-One-The-Dimensions-of-Advertising--廣告英語(yǔ)教學(xué)課件19CommunicationMakesAdvertisingUniqueSourceEncodingMessageChannelDecodingReceiverFeedbackAdvertisingCommunicationModelCommunicationMakesAdvertisin20AdvertisersSourceDimensions...sponsor-legallyresponsibleforthemessageauthor-individualwhowritestheadcopywriterartdirectorcreativegrouppersona-imaginaryspokesperson-the‘voice’ortoneoftheadorcommercial(in-textspokesperson)AdvertisersSourceDimensions.21MessageDimensions“I”tellastoryaboutmyselfto“you,”theimaginaryaudienceAutobiographyThirdpersontellsastoryaboutotherstoimaginedaudienceNarrativeCharactersactouteventsinfrontofimaginedaudienceDramaMessageDimensions“I”tellas22ReceiverDimensions…impliedconsumersaddressedinthead’spersona,presumesanaudiencesponsorialconsumersgatekeeperswhodecideiftheadwillrunornotactualconsumersindividualsintheactualtargetaudiencenoisecomplicatesthecommunicationprocessReceiverDimensions…impliedco23TheRoleofFpletesthecycle-verifyingifthemessagewasreceivedinadvertising,itcantakemanyformsredeemedcouponsphone/Internetinquiries/visitsstorevisitsincreasedsalessurveyresponsesTheRoleofFplet24ApplyingtheCommunicationProcesstoAdvertisingRedeemedCouponsPhoneInquiriesIncreasedSalesSurveyResponsesFeedbackandInteractivityApplyingtheCommunicationPro25TypesofAdvertising

targetaudiencesgeographicareamediumfunctionorpurposeTypesofAdvertisingtargetau26TargetAudienceInadvertising,theword“targetaudience”referstoaparticulargroupofpeoplethateachadvertisementaimstocommunicate.Consumeradvertisingistheadvertisingthattypicallyaimedordirectedtoconsumers,peoplewhobuytheproductorusetheservicefortheirownuseaswellassomeoneelse'spersonaluse.Businessadvertisingorbusiness-to-businessadvertisingistheadvertisingthatdirectedtopeoplewhobuyorinfluencethepurchaseofgoodsandservicesusedinvariousbusinesssituationsTargetAudienceInadvertising27GeographicalArealocalorretailadvertisingistheadvertisingusedbybusinesseswhosecustomerscomefromonlyonecityorlocaltradingarea.regionaladvertisingistheadvertisingforproductssoldinoneareaorregion,ernationaladvertisingThiskindofadvertisingdirectedatforeignmarkets.GeographicalArealocalorret28MediaPrintadvertisingispresentedinallkindofprintmedia,suchasnewspaper,magazines,brochuresandmanymore.broadcastadvertisingappearsonbroadcastorelectronicmedia,radio,television,includingwebsites.out-ofhomeadvertisingBillboardontheexpressway,advertisingatthebusstops,andallkindsofoutdooradvertisingdirectmailadvertisingsentthroughthetraditionalmailorbypost,notincludingelectronicmailMediaPrintadvertisingispre29Purposesproductadvertisingaimedtopromotethesalesofgoodsandservicesnonproduct,corporateorinstitutionaladvertisingaimedtosellideas,topromotetheorganisation'smissionorphilosophyratherthanaspecificproductCommercialadvertisingaimedtopromoteproducts,servicesorideaswiththeexpectationofmakingaprofit.noncommercialadvertisingaimedatseekingdonations,volunteersupportorachangeinconsumerbehaviour.Itisusedworldwidebygovernments,charitableornon-profitorganisations,civicgroup,orreligiousorganisation.Purposesproductadvertisinga30actionadvertisementattemptstostimulateimmediateactionbythereaderawarenessadvertisingattemptstobuildtheimageoftheproductorfamiliaritywiththeproduct'snameandpackage,whichisthelong-termgoal.Itinfluencesthereadersortheviewerstochoosetheparticularbrandthenexttimetheyshop.actionadvertisementattempts31AdvertisingbecomesincreasinglyinternationalFactors:Fastermodesofshipping;Thegrowthofmultinationalcorporations,Risingpersonalincomelevelsworldwide;Fallingtradebarriers.⊙Advertisingbecomesincreasing32ImpactofAdvertising1. economicimpact

Proponents:positive,stimulatedemandforproductsandservices,strengthentheeconomy;increasecompetition,soleadtolowerprices.Opponents:wasteful,addstothecostofgoods;mostencourageconsumerstobuyonebrandratherthananother.ImpactofAdvertising1. econ332. socialimpactadvertisingpromotesamaterialisticwayoflifebyleadingpeopletobelievethathappinessisachievedbypurchasingproducts.advertisingcreatesaconsumercultureinwhichbuyingexcitingnewproductsbecomesthefoundationofthesociety'svalues,pleasures,andgoals.⊙2. socialimpact343. politicalimpact

Politicaladvertising.In1998,morethan$467millionwasspentonelectioncampaignsintheUnitedStates.4. culturalimpactencourageaggressiveindividualism.overridingculturaldifferences.3. politicalimpact35Advertisingbecomesincreasingly“ABigIndustry”WorldLeadingAdvertisingMarket(2000)1.USA.$147.1billion→350billion2.Japan$39.7billion3.Germany20.7billion4.UK.16.5billion5.France10.7billionWorldwide,$350billionperyear.Advertisingbecomesincreasing36MarlboroMarlboroisthelargestsellingbrandofcigarettesintheworld.ItismadebyPhilipMorrisUSAwithintheUS,andbyPhilipMorrisInternationaloutsidetheUS.ItisfamousforitsbillboardadvertisementsandmagazineadsoftheMarlboroMan.ThebrandisnamedafterGreatMarlboroughStreet,thelocationofitsoriginalLondonFactory.Richmond,VirginiaisnowthelocationofthelargestMarlborocigarettemanufacturingplant.MarlboroMarlboroisthelarges37PhilipMorris,aLondon-basedcigarettemanufacturer,createdaNewYorksubsidiaryin1902tosellseveralofitscigarettebrands,includingMarlboro.By1924theywereadvertisingMarlboroasawoman'scigarettebasedontheslogan"MildAsMay".ThebrandwassoldinthiscapacityuntilWorldWarIIwhenthebrandfalteredandwastemporarilyremovedfromthemarket.Attheendofthewar,threebrandsemergedthatwouldestablishfirmholdsonthecigarettemarket:Camel,LuckyStrike,andChesterfield.ThesebrandsweresuppliedtoUSsoldiersduringthewar,creatinganinstantmarketupontheirreturn.PhilipMorris,aLondon-based38Duringthe1950sReader'sDigestmagazinepublishedaseriesofarticlesthatlinkedsmokingwithlungandothercancers.PhilipMorris,andtheothercigarettecompaniestooknoticeandeachbegantomarketfilteredcigarettes.ThenewMarlborowithafilteredendwaslaunchedin1955.Intheearly1960sPhilipMorrisinvented"MarlboroCountry"anddistilledtheirmanlyimageryintotheruggedcowboysknownasthe"MarlboroMen".Thefamoussloganusedonradioandtelevisionduringthemid-'60swas,"CometowheretheflavoretoMARLBOROCOUNTRY",backedbyElmerBernstein'sthemefromTheMagnificentSeven.IntheUSA,inordertocomplywithnewregulationsprescribedbytheFoodandDrugAdministration,MarlborohaduntilJune22,2010torebrandtobaccoproductsmarketedas"Lights","Ultra-Lights","Medium","Mild",oranysimilardesignationthatyieldsanimpressionthatsometobaccoproductsarecomparativelysafe.Duringthe1950sReader'sDige39Functions&EffectsofAdvertisingidentifiesproducts&differentiatesthemfromotherscommunicatesproductfeatures&availabilityinducestrial&repurchasestimulatesproductdistributionincreasesproductusebuildsbrandvalue,preference&loyaltylowersoverallcostsassalesincreaseFunctions&EffectsofAdverti40ExercisesA.Trueorfalse1.Advertisingcanbedefinedasaneconomicandsocialprocess.2.Ormationadvertisingandpersuasiveadvertisingaretwobasictypesofadvertising.4.Inordertoincreasethesalesofaproductorservices,advertisersshoulddotheirbesttoattractasmanypeopleaspossiblewhendesigningtheircampaign.5.Advertisementsappearonvariousmediasuchasnewspaper,magazines,television,radioandpostersExercisesA.Trueorfalse41B.Multiplechoice1.Whichofthefollowingfourstatementsiscorrect?A.Advertisingisusuallyinformativeinnature.B.Advertisingisusuallyfree.C.Advertisinghasnoidentifiablesponsor.D.Advertisingisnonpersonalcommunication.B.Multiplechoice1.Whichof422.Advertisingmessagestypicallyuseoneof,orablendof,thefollowingthreeliteraryforms,whichare___.A.comedy,drama,andnonfictionB.mystery,romance,andnonfictionC.demonstrative,narrative,andhuman-interestD.Narrative,autobiography,anddrama.2.Advertisingmessagestypica43Whatdoyouthink...Howdoesadvertisingdifferfrompublicrelations?Whatcompaniescanyouthinkofthatareengagedinmarketingwarfare?Doyouthinkconsumerssavemoneyatstoresthatdonoadvertise?Howdoyoubelieveadvertisingaffectssocietyingeneral?Whatdoyouthink...Howdoesa44AdvertisingEnglishUnitOneTheDimensionsofAdvertisingAdvertisingEnglishUnitOneT45IntroductionTheemergenceofadvertisingiscloselyconnectedwiththeemergenceofmassmediaTheresulthasbeenatremendousrevolutionintheshoppingexperienceBecauseofwidespreadadvertising,modernconsumersenterastorewithawealthofinformationaboutalternativeproducts,styles,qualities,andpricesThishaschangedthewaysthatfirmsmarketproductsInturn,thedevelopmentofsophisticatedadvertisinghasalteredstructureofmarketsnatureoffirmsIntroductionTheemergenceofa46ImpactofAdvertisingWithoutadvertisinglackofinformationaboutproductsshoppingisgenerallylocalandbaseduponvisualcomparisonfirmscanoperateonasmallscaleaseachcompetesforasmalllocalmarketWithadvertisingcomparisonshoppingisconsiderablyeasedasconsumershavebetterinformationaboutrangeofgoodonofferfirmshaveanincentivetowidentherangeofgoodstheyofferandtooperateonalargerscaleImpactofAdvertisingWithouta47Unit-One-The-Dimensions-of-Advertising--廣告英語(yǔ)教學(xué)課件48Unit-One-The-Dimensions-of-Advertising--廣告英語(yǔ)教學(xué)課件49Identifythefollowingadslogans…“AskforMore.”

pepsi.avi“Justdoit.”NIKE“Fresh-upwithSeven-up.”(Seven-up)“Communicationunlimited.”(Motorola)“TheRelentlessPursuitofPerfection.”(Lexus)Identifythefollowingadslog50DefinitionDefiningadvertisingandintroducingtheprofessionAdvertising:adverture→advertiseDefinitionDefiningadvertising51AnancientadAround1750,acitizenhadadvertisedarewardforthediscoveryofapersonwhohadstolensixtyguineasOncearoundtheturnofthe20thcentury,AlbertLaskerwhoisknownamongtheadvertisersasthefatherofmodernadvertisingdefined“advertising”asthe“salesmanshipinprint,drivenbyareasonwhy”.AnancientadAround1750,aci52ContemporaryAdvertisingByWilliamF.Arens

Advertisingisthenonpersonalcommunicationofinformation,usuallypaidforandusuallypersuasiveinnature,aboutproducts(goodsandservices)orideasbyidentifiedsponsorsthroughvariousmedia.ContemporaryAdvertisingByWi53WhatisAdvertising?

DefinitionAdvertisingis...nonpersonalcommunicationofinformation,...aboutproducts(goods,services,andideas)...byidentifiedsponsors...throughvariousmedia.usuallypaidfor...usuallypersuasiveinnature...structuredandcomposed...WhatisAdvertising?

Definitio54Advertisingpromotes...goods,services&ideascommunicateswithusthroughmedia:radioTVnewspaperoutdoorInternetAdvertisingpromotes...goods,55WhatisAdvertising?

TypesofMediaMassBillboardsNewspapers&MagazinesRadio&TVWhatisAdvertising?

Typesof56WhatisAdvertising?

TypesofMediaAddressableMassBillboardsNewspapers&MagazinesRadio&TVDirectMailE-MailWhatisAdvertising?

Typesof57WhatisAdvertising?

TypesofMediaInteractiveMassBillboardsNewspapers&MagazinesRadio&TVAddressableDirectMailE-MailKiosksWebsitesWhatisAdvertising?

Typesof58WhatisAdvertising?

TypesofMediaNontraditionalMassInteractiveBillboardsNewspapers&MagazinesRadio&TVAddressableDirectMailE-MailKiosksWebSitesShoppingCartsBlimpsTattoosWhatisAdvertising?

Typesof59WhatisAdvertising?

TypesofMediaMassInteractiveNontraditionalBillboardsNewspapers&MagazinesRadio&TVAddressableDirectMailE-MailInteractiveKiosksWebSitesNontraditionalShoppingCartsBlimpsTattoosetc.WhatisAdvertising?

Typesof60Communication:

HumanCommunicationProcessSourceEncodingMessageChannelDecodingReceiverFeedbacktobedecodedbyareceiverCommunication:

HumanCommunica61Whatcaninterferewiththecommunicationprocess?source-formulatestheideaencoding-conceptmadeintomessagemessage-theideatobesentchannel-mediumcarryingmessagereceiver-partywhogetsthemessagedecoding-receiverinterpretationWhatcaninterferewiththeco62Unit-One-The-Dimensions-of-Advertising--廣告英語(yǔ)教學(xué)課件63CommunicationMakesAdvertisingUniqueSourceEncodingMessageChannelDecodingReceiverFeedbackAdvertisingCommunicationModelCommunicationMakesAdvertisin64AdvertisersSourceDimensions...sponsor-legallyresponsibleforthemessageauthor-individualwhowritestheadcopywriterartdirectorcreativegrouppersona-imaginaryspokesperson-the‘voice’ortoneoftheadorcommercial(in-textspokesperson)AdvertisersSourceDimensions.65MessageDimensions“I”tellastoryaboutmyselfto“you,”theimaginaryaudienceAutobiographyThirdpersontellsastoryaboutotherstoimaginedaudienceNarrativeCharactersactouteventsinfrontofimaginedaudienceDramaMessageDimensions“I”tellas66ReceiverDimensions…impliedconsumersaddressedinthead’spersona,presumesanaudiencesponsorialconsumersgatekeeperswhodecideiftheadwillrunornotactualconsumersindividualsintheactualtargetaudiencenoisecomplicatesthecommunicationprocessReceiverDimensions…impliedco67TheRoleofFpletesthecycle-verifyingifthemessagewasreceivedinadvertising,itcantakemanyformsredeemedcouponsphone/Internetinquiries/visitsstorevisitsincreasedsalessurveyresponsesTheRoleofFplet68ApplyingtheCommunicationProcesstoAdvertisingRedeemedCouponsPhoneInquiriesIncreasedSalesSurveyResponsesFeedbackandInteractivityApplyingtheCommunicationPro69TypesofAdvertising

targetaudiencesgeographicareamediumfunctionorpurposeTypesofAdvertisingtargetau70TargetAudienceInadvertising,theword“targetaudience”referstoaparticulargroupofpeoplethateachadvertisementaimstocommunicate.Consumeradvertisingistheadvertisingthattypicallyaimedordirectedtoconsumers,peoplewhobuytheproductorusetheservicefortheirownuseaswellassomeoneelse'spersonaluse.Businessadvertisingorbusiness-to-businessadvertisingistheadvertisingthatdirectedtopeoplewhobuyorinfluencethepurchaseofgoodsandservicesusedinvariousbusinesssituationsTargetAudienceInadvertising71GeographicalArealocalorretailadvertisingistheadvertisingusedbybusinesseswhosecustomerscomefromonlyonecityorlocaltradingarea.regionaladvertisingistheadvertisingforproductssoldinoneareaorregion,ernationaladvertisingThiskindofadvertisingdirectedatforeignmarkets.GeographicalArealocalorret72MediaPrintadvertisingispresentedinallkindofprintmedia,suchasnewspaper,magazines,brochuresandmanymore.broadcastadvertisingappearsonbroadcastorelectronicmedia,radio,television,includingwebsites.out-ofhomeadvertisingBillboardontheexpressway,advertisingatthebusstops,andallkindsofoutdooradvertisingdirectmailadvertisingsentthroughthetraditionalmailorbypost,notincludingelectronicmailMediaPrintadvertisingispre73Purposesproductadvertisingaimedtopromotethesalesofgoodsandservicesnonproduct,corporateorinstitutionaladvertisingaimedtosellideas,topromotetheorganisation'smissionorphilosophyratherthanaspecificproductCommercialadvertisingaimedtopromoteproducts,servicesorideaswiththeexpectationofmakingaprofit.noncommercialadvertisingaimedatseekingdonations,volunteersupportorachangeinconsumerbehaviour.Itisusedworldwidebygovernments,charitableornon-profitorganisations,civicgroup,orreligiousorganisation.Purposesproductadvertisinga74actionadvertisementattemptstostimulateimmediateactionbythereaderawarenessadvertisingattemptstobuildtheimageoftheproductorfamiliaritywiththeproduct'snameandpackage,whichisthelong-termgoal.Itinfluencesthereadersortheviewerstochoosetheparticularbrandthenexttimetheyshop.actionadvertisementattempts75AdvertisingbecomesincreasinglyinternationalFactors:Fastermodesofshipping;Thegrowthofmultinationalcorporations,Risingpersonalincomelevelsworldwide;Fallingtradebarriers.⊙Advertisingbecomesincreasing76ImpactofAdvertising1. economicimpact

Proponents:positive,stimulatedemandforproductsandservices,strengthentheeconomy;increasecompetition,soleadtolowerprices.Opponents:wasteful,addstothecostofgoods;mostencourageconsumerstobuyonebrandratherthananother.ImpactofAdvertising1. econ772. socialimpactadvertisingpromotesamaterialisticwayoflifebyleadingpeopletobelievethathappinessisachievedbypurchasingproducts.advertisingcreatesaconsumercultureinwhichbuyingexcitingnewproductsbecomesthefoundationofthesociety'svalues,pleasures,andgoals.⊙2. socialimpact783. politicalimpact

Politicaladvertising.In1998,morethan$467millionwasspentonelectioncampaignsintheUnitedStates.4. culturalimpactencourageaggressiveindividualism.overridingculturaldifferences.3. politicalimpact79Advertisingbecomesincreasingly“ABigIndustry”WorldLeadingAdvertisingMarket(2000)1.USA.$147.1billion→350billion2.Japan$39.7billion3.Germany20.7billion4.UK.16.5billion5.France10.7billionWorldwide,$350billionperyear.Advertisingbecomesincreasing80MarlboroMarlboroisthelargestsellingbrandofcigarettesintheworld.ItismadebyPhilipMorrisUSAwithintheUS,andbyPhilipMorrisInternationaloutsidetheUS.ItisfamousforitsbillboardadvertisementsandmagazineadsoftheMarlboroMan.ThebrandisnamedafterGreatMarlboroughStreet,thelocationofitsoriginalLondonFactory.Richmond,VirginiaisnowthelocationofthelargestMarlborocigarettemanufacturingplant.MarlboroMarlboroisthelarges81PhilipMorris,aLondon-basedcigarettemanufacturer,createdaNewYorksubsidiaryin1902tosellseveralofitscigarettebrands,includingMarlboro.By1924theywereadvertisingMarlboroasawoman'scigarettebasedontheslogan"MildAsMay".ThebrandwassoldinthiscapacityuntilWorldWarIIwhenthebrandfalteredandwastemporarilyremovedfromthemarket.Attheendofthewar,threebrandsemergedthatwouldestablishfirmholdsonthecigarettemarket:Camel,LuckyStrike,andChesterfield.ThesebrandsweresuppliedtoUSsoldiersduringthewar,creatinganinstantmarketupontheirreturn.PhilipMorris,aLondon-based82Duringthe1950sReader'sDigestmagazinepublished