第一单元广告概述.ppt

第一单元-Unit 1 本单元学习目的 掌握广告的概念 掌握广告的基本分类 第二部分 课文Part Two Text 1、广告的定义-the definition of advertising Advertising is any of the various method used by a company to increase the sales of its product or service or to promote a brand name. Advertising is also used by organizations or individuals to communicate an idea or image, to recruit staff, to publicize an event, or to locate an item or commodity. 商业广告：脑白金 公益广告（非商业）：给妈妈洗脚 One definition of advertising is: 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.(Bovee, 1992, p. 7) Now lets take this statement apart and see what it means. nonpersonal? First, what is There are two basic ways to sell anything: personally and nonpersonally. Personal selling requires the seller and the buyer to get together. The various media are the non-personal channels of communication that people have invented and used and continue to use. These include newspapers, magazines, radio, television, billboards（广告牌）, transit cards（过境证）, sandwich boards（背后及胸前所挂之广告牌 ）, skywriting（空中文字 ）, posters, anything that aids communicating in a non-personal way ideas from one person or group to another person or group. . . . paid for . . . is pretty straightforward. If an ad is created and placed in the media, the costs of creation and time or space in the media must be paid for. Identified sponsors means whoever is putting out the ad tells the audience who they are. There are two reasons for this: first, its a legal requirement, and second, it makes good sense. Second, it makes good sense for a sponsor to identify rherself in the ad. If the sponsor doesnt, it is possible for the audience to believe the ad is for a competitors product, thus wasting all the time, creativity and money that went into making and placing the ad. 2、广告的分类-the classification of advertising 按广告的最终目的分为：商业广告和非商业广告commercial advertising