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Advertising English By Belinda Wang 诊氟瘟鹅染较笛庭通奶晨粹勒渴伊雹摔损砌颖睁施蚊亥嘻拒痒欺滔懦皱趾lecture onelecture one Lecture One Introduction 豪些恤妙房谋盛咋焕唆着疯搂揣酷傅制猩疟跪乱裂颗帚莆咱宝获单社紊裂lecture onelecture one 1. Questions? What is advertising? How to classify advertisements? What is the main focus of this course? What is the schedule of the course? 唇腹沸默搭劳粥晶慈孽腺肤贷幌磐触橱扩躲摩祖牡伸油苏闪栽托道刀浮擒lecture onelecture one What is advertising? Definition of advertising According to the Committee of American Marketing Association(美国市场营销协会)，advertising is defined as follows: -----Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. 堂骏汉云允浴锄咕察旋谚狄扶诛苹腰敷幕鲤盖史镣涉辣愁肚焚销跪衣鸡眼lecture onelecture one What is advertising? AIDCA -----The principle of designing advertisement? Can you guess what AIDCI stands for? A--ATTENTION I---INTEREST D--DESIRE C--CONVICTION A--ACTION 鳃械聋远瞧劫睫运秒五瓷腺痴痹醉簇快亦粘同狰央捍茸智倚极谋反掉月瑰lecture onelecture one General Classification of advertising Ads Public Relation Ads Commercial Ads advocate reputation for a social group, whose purpose is to leave a favorable impression upon the potential audience. lead to the act of purchasing the products or using the recommended service Consumer advertising Business Advertising By target audience 诲敢隙募曹谐三襟账侵百换会缅拆分霜糜癌湘又玲季遣夜仗相提瞒躬完沟lecture onelecture one What is the main focus of this course? Language features of advertising English 练南秒荫署适顿坐唇异枣稀宽畅意转蕉骇楔台咯轩盎篷辗浊帐尖料脆剃做lecture onelecture one Why? Usually, advertising communicates information in three types: audio, visual and language. It is a more common case that an advertisement is a mixture of the three. In radio advertisements, music is always accompanied by language; On TV and motion pictures, music and language illustration are mixed with each other; 颜戴仅筏顷理震癌憾钝陶肤照染郑沮瘩乘粉模产询蔽钨茫劳擅够康祖或持lecture onelecture one In magazines and newspapers, advertisements are a comb