广告学概论双语讲义.docVIP

Chapter one The Dimension Advertising 第一章 广告概述 一、Explore the headstream of ad “广告” 探源： 1、“广告”一词的来历： 广：殿之大屋也。广：大也，阔也，《易经》：“大以配天，广以配地。”所以后来引申为“广大”、“广博”、“广远”的意思。 告：告诉、告知、晓告他人使明己意。 所以广告即“广而告之” Advertere:拉丁文，有“吸引人心”、“引起人们的注意”等意思。公元1300-1475年演变为英语Advertise,其含义是：“一个人注意到某种事。” AIDA说：attention, interest, desire, action. AIDA： Attention, Interest,Desire,Action. ↓ AIDMA： Attention,Interest,Desire,Memory,Action. ↓ AISAS： Attention,Interest,Search,Action,Share (Dentsu电通) 美国市场营销协会（AMA）: Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience. 广告是一种由某个特定出资人发起的，通过大众传媒进行的非个人化的有偿沟通方式，其目的是说服或影响某类受众。 广告是由可识别的出资人通过各种媒介进行的有关产品（商品、服务和观点）的、有偿的、有组织的、综合的、劝服性的非人员的信息传播活动。 《中华人民共和国广告法》：广告是指商品经营者或服务提供者承担费用，通过一定媒介和形式直接或间接地介绍自己所推销的商品或者所提供的服务的商业广告。 二、Advertising characteristic： 1、Nonpersonal 公众性： because advertising is a form of mass communication, it is also nonpersonal. 2、Paid for by Sponsor /Advertiser： 3、Persuasive 说服性 In some cases the point of the message is simply to make consumer aware of the product or company, although most advertising tries to persuade or influence the consumer to do something. 4、Advertising Information (Goods and Services) 广告信息: The message is conveyed through many different kinds of mass media reaching a large audience of potential consumers. 5、Identified Sponsor/Advertiser特定的广告主： Advertiser is the individual or organization that initiates the advertising process. Types of Advertisers: （1）Manufacturers厂商/制造商: Manufacturers actually make the product or service and distribute it to resellers or ultimate users for a profit. They usually build their advertising around a product brand name. （2）Resellers转卖商、转售商: Resellers are wholesalers and retailers who distribute the manufacturers’ products to other resellers or to the ultimate user. （3）Individuals个体广告商: An individual advertiser is a private citizen who wishes to sell a personal product for