Unit 1 The Dimensions of Advertising 经典广告学英语教材合集.ppt

Advertising English ;Introduction;Impact of Advertising;Ubiquitous Ads;Advertising As Part of Our Culture ;public service ads (PSAs).;Valentine‘s day;;;;;Cyber game ads;Need for Speed ;Advertising As Part of Our Culture ;Dressed to Kill“ Wallis ads shown ;Identify the following ad slogans…; Some of the most famous brands in the world;Definition;An ancient ad;Contemporary Advertising By William F. Arens ;What is Advertising?Definition;Advertising promotes...;What is Advertising?Types of Media;What is Advertising?Types of Media;What is Advertising?Types of Media;What is Advertising?Types of Media;What is Advertising?Types of Media;Communication:Human Communication Process;What can interfere with the communication process?;;Communication Makes Advertising Unique;Advertisers Source Dimensions...;Message Dimensions;Drama: Nike Outdoor, “You Are Faster Than You Think”;distance runner Bernard Lagat ;Receiver Dimensions…;The Role of Feedback...;Applying the Communication Process to Advertising;Types of Advertising ;Target Audience ;Geographical Area ;Media ;Purposes ;;Advertising becomes increasingly international;Impact of Advertising ;2. social impact;3. political impact Political advertising. In 1998, more than $467 million was spent on election campaigns in the United States. 4. cultural impact encourage aggressive individualism. overriding cultural differences. ;Advertising becomes increasingly “A Big Industry”;Come to where the flavor is—Marlboro country ;Marlboro;Philip Morris, a London-based cigarette manufacturer, created a New York subsidiary in 1902 to sell several of its cigarette brands, including Marlboro. By 1924 they were advertising Marlboro as a womans cigarette based on the slogan Mild As May. The brand was sold in this capacity until World War II when the brand faltered and was temporarily removed from the market. At the end of the war, three brands emerged that would establish firm holds on the cigarette market: Camel, Lucky Strike, and