advertisingPPT文件格式下载.ppt
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- 上传时间:2022-11-07
- 格式:PPT
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advertisingPPT文件格式下载.ppt
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AdvertisingAdvertisingManyasmallthinghasbeenmadelargebytherightkindofadvertising.-MarkTwainDefinition“广告”一词源于拉丁语advertere,意思是“唤起大众对某种事物的注意,并诱导于一定的方向所使用的一种手段”。
@#@著名的美国市场营销协会给广告下的定义是:
@#@Advertisingisthenonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.Functionv信息功能(InformationFunction)v唤起需要功能(DemandCreationFunction)v说服功能(PersuasiveFunction)v促使行动功能(GetActionFunction)v扶植信用功能(GoodwillEstablishmentFunction)TheStructureofthistextadvertising现状起源发展过程发展前景1Advertisingispartofourdailylives.Tofindproof,youhaveonlytoleafthroughamagazineornewspaperorcounttheradioortelevisioncommercialsthatyouhearinoneevening.Mostpeopleseeandhearamassofadvertisingmessageseveryday.Andpeoplerespondtothemanydevicesthatadvertisersusetogaintheirattention.(afallintopit,againinyourwit)2Advertingisabigbusinessand,tomanypeople,afascinatingone,filledwithattractionandexcitement.Itispartliterature,partart,andpartshowbusiness.MagazinenewspaperVariousmedia4Advertisingisthedifficultbusinessofbringinginformationtogreatnumbersofpeople.Thepurposeofanadvertisementistomakepeoplerespondtomakethemreacttoanidea,suchashelpingtopreventforestfires,ortomakethemwanttobuyacertainproductorservice.wanttobuyacertainproductwanttobuyacertainservice4Atthebeginningofthe20thcentury,advertisingwasdescribedas“salesmanshipinprint”.Ifthisdefinitionwereexpandedtoincluderadioandtelevision,itwouldstillstandtoday.5Themosteffectivewaytosellsomethingisthroughperson-to-personcontact.Butthecostofperson-to-personsellingishigh.Becauseittakesagreatdealoftime,itincreasesthecostoftheproductorservice.Advertising,then,distributesthesellingmessagetomanypeopleatonetime.6Advertisingisveryold.ItcanbefoundasfarbackasthepubliccriersofancientGreece-who,forafee,shoutedoutmessagesaboutacompanysproductstooneandall.crierDowntheroadButitfirstbecameimportantinthelate15thcentury,whenthetraderoftherapidlygrowingcitiesandruraltownsneededawaytotellpeoplewheretheirgoodscouldbebought.7ThefirstprintedadvertisementintheEnglishlanguageappearedin1478,morethanacenturybeforeShakespearesfirstplaywasproduced.ThisearlyadwastheworkofWilliamCaxton,Englishsfirstprinter,whousedittoadvertisereligiousbooksfromhisownstudio.CaxtonpostedsmallprintednoticesalongLondonsmainstreets.Besidesadvertisinghisproduct,heidentifiedhisshopwithacertaintrademarksothatcustomerscouldfinditeasily.8Thissamesortofsimple,informationaladvertisingisstillused.Examplesincludetheroadsidesignsthattelltravelersthattheycanbuyfreshcornjustdowntheroadorthatthereisarestaurantinthenexttown.9TheIndustrialRevolution,inthe18thand19thcenturies,broughtanewkindofadvertising.Largefactoriestooktheplaceofsmallworkshops,andgoodswereproducedinlargequantities.Manufacturersusedthenewlybuiltrailroadstodistributetheirproductsoverwideareas.Theyhadtofindmanythousandsofcustomersinordertostayinbusiness.Theycouldnotsimplytellpeoplewhereshoesorclothorteacouldbeboughttheyhadtolearnhowtomakepeoplewanttobuyaspecificproduct.taketheplaceofLargefactoriesLargefactoriesSmallworkshopSmallworkshopThusmodernadvertisingwasborn.Advertisinghelpedtocreatenewmarketsandtoraisestandardsoflivingaspeoplecametofeelthattheyhadarighttonewandbetterproducts.10AdvertisingagenciesbegantodevelopintheUnitedStatesjustaftertheCivilwar.Atfirst,thechiefobjectiveiftheseagencieswastosellspaceinthevariousmedia(medium),mainlynewspapersandmagazines.Buttheysoonaddedtheserviceofwritingandproducingadvertisements.11Fromthesemodestbeginnings,advertisinghasdevelopedintoahighlyspecializedandprofitablebusiness.Usefulphrases:
@#@leafthroughoneandalltaketheplaceofspecialize(in)vSpecializea.beorbecomeaspecialist成为专家;@#@专门从事;@#@专攻Example:
@#@Hespecializesinorientalhistory.b.giveparticularattentionto(asubject,product,etc);@#@bewellknownfor专注于(某项目、产品等)/因而闻名Example:
@#@Thisshopspecializesinchocolates.UsingtherightwordvThe_ofCollegeEnglishTestsistohelpstudentslearnEnglishbetter,isntit?
@#@A.objectingB.subjectC.objectiveD.aimingvTheyhaveusedthecinemaasaweapon,asa(an)_toexpresstheirviews.A.mediaB.mediumC.aidsD.meanvTheseshopsnormally_inoldandantiqueitems,notinmodernones.A.buyB.makeC.specializeD.sellvThebookisendlessly_andrichlyrewarding;@#@Ihighlyrecommendittoyou.A.boringB.dullC.fascinatingD.expensive广告英语的翻译
(一)译名不雅,发生歧义译名不雅,发生歧义v“五羊五羊”牌自行车牌自行车“FiveGoats”FiveGoats”GoatGoat在英语中可以比喻不正经的男子、色鬼,因此无
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