Unit 6 Advertising and Promotion 广告与促销.docVIP

Unit 6 Advertising and Promotion 广告与促销 英语班级：103B4 专业：广告学 成员：施悦诚 学号：10601040124 成员: 陶芙蓉 学号：10601040131 成员：陈冠雄 学号：10601040122 TextA （Introduction to Advertising） What is advertising? Advertising is a process, not a medium in its own right, although it uses different media forms to communicate. Advertising, in its simplest form, is the way in which the vendor or manufacturer of a product communicates with consumers via a medium, or many different media. It can be as simple as a “For Sale” card placed on a supermarket notice board: The vendor is giving notice that a product is for sale at a given price to people who might be interested in buying it. This harks back to the earliest forms of advertising, when exotic new goods shipped into Europe from the Far East and India (e.g. tea and spices) needed to be brought to the attention of people who had never encountered them before. However, even a supermarket notice board might be considered a crowded marketplace as there may be other desks offered for sale, and other advertisements for customers to read. In order to attract a customer’s attention to this particular advertisement, the person offering the desk for sale has to make it eye-catching ?perhaps through simple use of color: They also have to emphasize the benefits of the product they are offering. There are only two basic ben efits that a product has when compared to others of a similar sort. It can be described as being better or cheaper (or both!!): They might also add an image of the desk ?a picture is worth 1000 words after all ?in order to persuade the consumer still further that this desk is the right desk to buy. They might add a headline or slogan to their ad, to announce exactly what it is that is being sold. Thus they have all the basic elements of print advertising: a catchy slogan, an image, and copy text. This advertisement will hopefully fulfill its purpose which is to provide information which might influence som