Unit 1 The Dimensions of Advertising 经典广告学英语课件合集.pptVIP

Introduction The emergence of advertising is closely connected with the emergence of mass media The result has been a tremendous revolution in the shopping experience Because of widespread advertising, modern consumers enter a store with a wealth of information about alternative products, styles, qualities, and prices This has changed the ways that firms market products In turn, the development of sophisticated advertising has altered structure of markets nature of firms Impact of Advertising Without advertising lack of information about products shopping is generally local and based upon visual comparison firms can operate on a small scale as each competes for a small local market With advertising comparison shopping is considerably eased as consumers have better information about range of good on offer firms have an incentive to widen the range of goods they offer and to operate on a larger scale Ubiquitous Ads television commercials overwhelming amounts of print ads radio spots billboards coupons direct mail electronic banner ads in-program placements Advertising As Part of Our Culture Billboards in Shanghai, 2001 public service ads (PSAs). Valentine‘s day Cyber game ads Need for Speed Advertising As Part of Our Culture As well as being part of the news agenda, advertisements are a reflection of a societys wants and needs at any particular point in time. They also, through the way that they represent gender, age, wealth, success, happiness etc provide excellent material for historians and sociologists researching social attitudes of an era or a culture at a particular point in time. Advertising reflects the values of a society - all the things that people want to have or to be - and can be used as a measure of dominant hopes and fears. Our own appearance-obsessed culture will provide plenty of fruit for future investigation. Dressed to Kill“ Wallis ads shown Identify the following ad slogans… “Ask for More.” pepsi.avi “Just do it.” NIKE “Fresh-up with