Chapter 1 Fundamentals of Advertising
✧Definition of Advertising
1) What’s the definition about “advertising”?
American Heritage Dictionary: The activity of attracting public attention to a product or business, as by paid announcements in print or on the air.
Another one: Advertising is a non-personal communication of information, usually paid for and usually persuasive in nature, about products, rvices or ideas through various media.
Five components: non-personal
communication of information
paid for
persuasive
various media
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2) How can you categorize advertising in academy?
Criteria: target audience: consumer advertising (direct ur, end ur)
Business advertising (professional journal, direct mailing)
Target area: local advertising
National advertising
International advertising
Media: print advertising
Electronic advertising
Out-of-home advertising (Transit advertising)
Purpo: commercial advertising
Noncommercial advertising( public interests advertising)
2. Common Expressions:
Advertising 广告，广告业，广告活动
Advertiment 广告
Advertising audience 广告的受众
consumer advertising 消费者广告
Business advertising 企业广告
tornadoes local advertising 地方广告
National advertising 全国广告旅游英语词汇
International advertising 全球广告
print advertising 印刷广告
andrew eley Electronic advertising 电子广告
Out-of-home advertising 户外广告
Transit advertising 交通广告，移动广告
commercial advertising 商业广告，盈利广告
重听Noncommercial advertising 非盈利广告
3. 英汉互译练习：
●We may define advertising as a communication process, a marketing process, a public relations process, or a persuasion process.
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。
●In addition to promotion tangible goods such as detergents and soft drinks, advertising also help publicize the intangible rvices of bankers, 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。
●Most advertising is directed to the general public.
大多数广告的对象是公众。
●Advertising is to be paid for.
广告是要付费的。
●Word-of-mouth publication isn’t advertising.
口碑宣传不是广告。
●The vast majority of advertising is intended to be persuasive.
绝大多数广告是劝说性的。
●Ideas can also be advertid.
观念也可以广告
●Advertising reaches us through a channel of communication referred to as a medium.
广告是通过一种叫做“媒介”的传递渠道传播给我们的。
●Mass media are the most common advertising channel.
大众传播媒介是最常见的广告渠道（vehicle）
✧Functions of Advertising:
1. Questions:
1) Does advertising increa the prices?
It’s not true.
i. Without advertising, people also buy unnecessary things, even though sometimes advertising does influence the human demand.
ii. advertising ---- economy of scale----reduce the price.
2) What’s the functions of advertising?
(1) Advertising----stimulate the consumer’s demand----increa demand and export of a country
(2) advertising ----economy of scale----reduce the price
(3) the unit cost of advertising is lower than personal lling, pyramid lling and others.
(4) advertising ----business cycle. During a recession----maintain advertising scale----perform better afterward.
(5) advertising ----survival and development of the business ----by create the product and corporate identities, realize the differentiation strategy, build the consumer’s brand preference and loyalty, increa the value of the product, win the confidence of consumer.
3) What are the problems of pyramid lling?
The higher sales cost.
Only the persons highest up the pyramid only receive most, while the bottoms receive very little.
I四级报名官网报名入口t’s prohibited by law in America.
外教口语2. Common Expressions:
Corporate image, CI 公司形象
Economy of scale 规模经济
Business cycle 商业周期
Brand preference 品牌偏好
惯性思维 Brand loyalty 品牌忠诚
数据线的英文 Human demand 个人需求
Publicize 宣传
Advertising cost 广告成本，广告花费
personal lling 人员推销方式
the unit cost of advertising 广告的单位成本
prospects 潜在顾客
pyramid lling 传销
recession 萧条，后退
create the product and corporate identities 树立产品和企业形象
realize the differentiation strategy 实现差异化战略
build the consumer's brand preference and loyalty 培养消费者品牌偏好和忠诚
increasing the value of the product. 提升产品价值
win the confidence of the consumer 赢得消费者信任
build the brand 树立品牌
increa the value of its goodwill 提高信誉
3．英汉互译练习：
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●Considering its functions, it’s worthwhile to run an ad to publicize it on Beijing Youth Daily.
