chapter 1A What is advertising.ppt

Chapter 1 : advertising as a process What is it and what it can do 定义功能 Basic model of ad communication传播模式 Classifying audiences for ad 受众分类 The role as a business process 商业作用 The effects in a national economy经济作用 What is advertising? It means different things to different people A business An art An institution Cultural phenomenon A social phenomenon A creative communication process A fundamental ingredient of the free enterprise system Advertising is a paid mass-mediated attempt to persuade The communication must be * Paid for 付费有偿 * Delivered to audiences via mass media大众传媒 * Attempting persuasion 劝服企图 client ------ 客户 sponsor------ 广告主 the company or organization that pay for ad PSA (public service announcements) 公益宣传 They are not commercial because they are not paid for like an ad. It is offered like as information in the public interest. e.g. on the radio “Just Say No ” to drugs. Political advertising政治广告 * Political ads ‘sells’candidates rather than commercial goods( political speech ) E.g. George Bush during the 1992 presidential campaign Promoting a person and ideas ------- paid-for communication ------- placed in mass media ------- has a persuasive intent Advertisements advertising campaign An advertisement 广告指某人或某组织发布的，用于劝服某受众的某一条具体信息 An advertising campaign 广告战役指一系列协调一致的广告作品或宣传，共同传播一个有着内在联系而又统一的主题。 . e.g. Lee casuals-----makes any situation comfortable -----four situation: standing(indoors)/running(streets)/playing(on sand)/sleeping on ground Advertising as a communication process Communication is a fundamental aspect of human existence Advertising is communication. how does advertising work as a means of communication? A model of mass-mediated communication It