广告类英文文献-课件.pptVIP

The Age of Advertising UNIT THREE Background Information Advertising is the process of publicizing a product or service, usually in order to in- crease sales. In some cases it is used to discourage sales (e.g. of cigarettes) or to pro- mote non-commercial activities (e.g. road safety).Although some 2%of the gross national product in the UK and some 3%in-the USA is spent on advertising ,there is no evidence to show that advertising actually persuades people to buy things they do not want . Background Information Consumer advertising seeks to sell one branded product at the expense of others , to publicize a manufacturers name when his product is the same as everyone elses, or to persuade people that a category of products should be bought in preference to some other category. Trade advertising is restricted to specific sections of the public (e.g.- doctors or caterers). Advertisements may be informative, assisting purchasers to make a choice between products ,or persuasive, in Background Information which case it may exaggerate some aspect of a product by appealing to the purchasers image of himself. Advertising is carried out by the press (70%-75%),by television and radio (20%-25%),and on buses ,in cinemas ,and at the point of sale .The industry in the UK and USA is largely in the hands of the advertising agencies ,which work closely with their clients researching , copy-writing ,and producing the advertisements as well as booking space in the press and time for broadcasting. Introduction Modern advertising is a major industry which has engaged many talented artists in the design of the layout of the advertisements. It has also involved scientists in different fields of study such as psychology, sociology, anthropology, etc. Huge amount of money has been spent on the consumer surveys, design of the layout and the publication of the ads. All this effort has been made to attract the attention or stir the impulse of the Introduction public so as to promote the sales