广告专业英语
mergecells
Advertising English
Chapter 1 Introduction to Advertising
• larisa>硫在空气中燃烧So what is advertising? What can it do? How is it done?
• To answer such questions, this book will look at different steps in the process, different us of advertising ,related fields and the underpinnings（基础）every dog has his day to capitalism (资本主义、资本运营)and consumerism （消费模式）themlves.
• Target markets vary greatly, and so advertising strategies and techniques must be tailored to meet tho needs . When people first think of advertising ,they usually picture consumer advertising—and often national advertising –which is a form of commercial advertising .
• But the array different forms of advertising include :B2B advertising such as industrial advertising; professional advertising ; trade advertising; and local retail advertising generally targeting end-urs of products and rvices. There are even noncommercial advertising forms such as advocacy advertising and institutional advertising ,often called PSA.
疑人偷斧
miracle• The speaker, customer (or to whomever it is the speaker is talking) and the communication process dictate the type of advertising that is required to be effective. Reaching the customer in the most effective manner is one of advertising’s primary goals. However, there are many other concerns related to such an endeavor .
• There are legal restrictions at various governmental levels. Additionally, guidelines from such organizations as the AAAA concerning the u of techniques such as comparative advertising, so as to prevent puffery from becoming deceptive advertising, or to keep people from engaging in subliminal persuasion have been created.
• online是什么意思Working with an agency’s suppliers(制作单位) and the media creates additional challenges. Not to mention the experience of winning business through the pitch and bid process, which is both stressful and riveting.
Chapter2: The Evolution of Advertising
• The history of advertising falls into four eras, which are the ancient period, the age of print ,the formative years , and modern advertising.
• The Ancient Period . Persuasive communication has been around since early times. Inscriptions（书写，铭刻） on tablet, wall, and papyrusadaptive（纸草） from ancient Babylonia, Egypt and Greece carry messages listing available products and upcoming events.
• Becau of widespread illiteracy （文盲）chubby bunnybefore the age of print , most message were actually delivered by criers who stood on street corners shouting the wares（
货物） of the sponsor. Stores, and the merchandi they carried, were identified by signs. Information rather than persuasion was the objective of the early commercial message.
开除英语
The earliest literal advertising in the world:
The man-slave, Shem, having run away from his good master, Hapu the Weaver, all good citizens of Thebes are enjoined to help return him. He is Hittite, 5’2”tall,of ruddy complexion and brown eyes. For news of his whereabouts, half a gold coin is offered. And for his return to the shop of Hapu the Weaver, where the best cloth is woven to your desires, a whole gold coin is offered.
• The Age of Print . The invention of moveable type by Johannes Gutenberg around 1440 moved society toward a new level of communication –mass communication. No longer restricted by the time required by a scribe （抄写员）to hand –letter , a single message advertising could now be mass produced. The availability of Print media to a greater number of people incread the level of literacy（读写能力）.
• Which , in turn , encouraged more business to adverti . In terms of media , the early printed advertiments includes posters, handbills , and classified advertiments in newspapers. The messages continued to be simple and informative through the 1700s and into 1800s.
• The Formative Years. The mid-1800s marked the beginning of the development of the advertising industry in the United States. The emerging importance and growth of advertising during the period resulted from a number of social and technological developments associated with the industrial Revolution.
• By the late nineteenth century the advertising profession was more fully developed. Agencies had taken on the role of convincing manufacturers to adverti the products. Ads had assumed a more complete informational and educational role . Copywriting had become a polished and reputable craft in the period.
• Modern Advertising . By the beginning of the twentieth century, the advertising in
dustry had become a major force in marketing, and had achieved a significant level of respect and esteem.
• “soft-ll” advertising creates images through a slow accumulation of positive message than “hard –ll ”approach. With the outbreak of World War 1, the advertising industry offered its rvices to The Council of National Defen（国防委员会）.
