随米文库—2016年上海外国语大学《传播学广告英语》考研资料分享一精选.pdfVIP

上海外国语大学考研传播学广告英语资料分享一 Unit 1 The dimensions of Advertising 1. Definition of advertising: Advertising is any of various methods used by a company to increase the sales of its products or services or to promote a brand name, and it’s aslo used by organizations and individuals to communicate an idea, to recruit staff, to publicize an event, or to locate an item or commodity. So, simply we can define advertising as a process of non-personal communication, process of public relations, an economic and social process of information and persuasion process 2. The aim of Advertising: It’s usually designed to win consumers through persuasion, or promote products which include goods, services and ideas. 3. Two basic types of advertising: Informative advertising and Persuasive advertising. 4. Target audience refers to the people who most suited to the product which can be divided into different parts ranging from wealthy professionals to students, the retired, and the unemployed. 5. Market research is important because it can measure the success of the advertising and it’s a necessary preparation for the design of advertisements. 6. Feedback is the response from the consumer that could verify whether the message was received and understood. 7. Source dimensions: (1)Sponsor: people who pays for the ads. (2)Designer: who designs the advertisement (3)Spokesperson: who gives voice and appears in the ad to convey the message to the audience. 8. Message dimensions: (1)Autobiographical messages: are those of “I” tell a story to “you” (2)Narrative message: a third person tells a story about others to an imagined audience. (3)Drama: characters act out events directly in front of an imagined audience. 9. Receiver dimensions: (1)Implied consumers: particular groups of people imagined by the advertisers to be the audiences of a particular ad. (2)Sponsorial consumers: people who decid