The influence of Advertisement.docx
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The influence of Advertisement.docx
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TheinfluenceofAdvertisement
TheBenefitsofAdvertisement1
Runninghead:
THEBENEFITSOFADVERTISEMENT
TheBenefitsofAdvertisementYuanyuanWang&MinjiYu
AcademicWriting--D01
MacauUniversityofScienceandTechnology
TheBenefitsofAdvertisement2
Acknowledgements
WewouldliketoexpressoursinceregratitudeandinwardappreciationtosupervisorFuYingnotonlyforthecountlesshoursofroughdraftreadingasitwasinprogress,inspiringsuggestionsencouragementandgreatpatiencewithourseeminglyendlessrevisionsandquestions,butalsofortheimmeasurableintellectualinputandlivelydiscussionthroughoutthedurationofthispaperinheroffice.Withoutherworkwewillignoremanydetailsandcouldnotfulfillthispapersuccessfully.
Besides,wearewritingtoshowoursinceregratitudetothefollowingpersonswhomadethepaperofthisthesispossible:
Firstly,wecouldnever,neverhavecompletedthispaperwithouttheloveandencouragementofourfamily.FortheyhadsentustoMacauUniversityofScienceandTechnologytogetahigheducation.
Secondly,wewouldliketoacknowledgeandextendourheart-feltgratitudetoourlibrarywhichoffersusmanydocumentsdirectlyandaquietenvironment.
Thirdly,thanksshouldalsobegiventothecooperationofourgroup.Asapopularsayinggoes:
Inunitythereisstrength.Foragroupofpeoplewiththesamegoalscanaccomplishmorethanindividualscan.
Finally,wearedeeplyindebtedtoallpeoplethosewhocontributetothecompletionofourpaperdirectlyorindirectly.
TheBenefitsofAdvertisement3
Abstract
Thepurposeofthispaperanalyzedthebenefitsofadvertisement.Asweknown,manycustomersconsiderthatsomeadvertisementgoesagainstthetruth.Foreveryproducerandentrepreneurwanttofullytakeadvantageofthispowerfulmeanstopublicizeandeventuallysellhisorhergoods,theywilldoanything.Thatisthereasonwhysomeinveraciousinformationreallyexists.However,wecan’tignoretheadvantagesofadvertisement.Sothispapershowsfourfunctionsofadvertisementtoexplainthebenefitsofadvertisinginordertohelppeopleeliminatethemisunderstandingofadvertising.Someofthesefunctionsincludingthedisseminationofknowledge,thedevelopmentoftechnology,consumerguideandsoon.What’smore,thepaperalsobrieflyintroducedtheoriginandthetypesofadvertisement.Itisnodoubtthatthereaderswillcometorealizethebenefitsofadvertisementclearlyafterreadingthispaper.
Keyword:
advertisement,benefits,functions
TheBenefitsofAdvertisement4
Introduction
Inmodernsociety,advertisinghasbecomeanindispensableelementofourdailylifeandplaysanimportantroleinallaspectsofsociety.Recently,ipad2hasbeenlaunchedtothemarket.Allofuswanttoknowitspriceandfunction.Atthistime,advertisementplaysasaninformationcarrier.Andforcommodities,suchaswashingpowder,wechoseitthroughadvertisingwhichhelpsusfindtheappropriateone.Maybesomeofuswouldliketheonewashcleaner,andtheotherswouldliketobuytheonewhichwillnothurthand.Inawords,advertisingwillguidesconsumption.Inaddition,imaginethatthebillboardbecamewallwithoutemotion.Asweexpected,ourlifewillbeboring.
However,itisapitythatmanypeoplejustthinktheadvertisementsonlytohelpmanufacturersselltheirgoodsandgaintheprofits.Underthissituation,thepaperwillanalyzetheoriginofadvertisementandthetypesofadvertisement.Andmostimportantly,theauthorspaymoreattentiontofourfunctionsofadvertisement.
LiteratureReview
HuangHeshuiisarisingpsychologistinChina,andoneofhisbestsellingbooksisAdvertingPsychology(2005).Thebookshowsmanydetailsabouttheadvertisingwhichreflectsandshowsmanydiagramsaboutthepublics’attitudesto
TheBenefitsofAdvertisement5
advertising.Allthedataareveryuseful,suchassomesimplechartsandsomegeneralsentences,whichhelpbetterunderstandandleftadeepimpressiononthereader.Overall,thisbookgivesreadersalotofusefulinformation.
Body
1.动词
1.catch
2.grab
3.arrest
4.scratch
5.seize
6.stress
7.takechargeof
8.claw
9.clutch
10.press-gang
11.payspecialattentiontosmth.
Itissaidthatwithoutcommodityproductionandcommodityexchange,withoutadvertising.Thereisastoryaboutadvertising:
AsfarasarchaeologistsknowthattheearliesttextadvertisementwasfoundintheancientEgypt,anditwaswrittenonaparchment.Thedetailsshowthatwhoeverhelpscatchtheescapedslavewouldgetagoldcoin(adoptedfromYuanMili&YuanYueru,2004).Afterthistime,theadvertisementtimehasarrived.Thisistheoriginofadvertisement.
Advertisementhaslotsoftypes.Inthelightofthedifferentgoalsanddifferentrequirements,theadvertisementcanbedividedintodifferenttypes.Ononeside,inaccordancewiththegoalsofadvertisement,itcanbedividedintoprofitandnon-profit.Ontheotherside,advertisementcanbeclassifiedbyitscontents,suchascommercialadvertising,cultureadvertising,entertainmentadvertisingaswellaspublicserviceadvertising.
Broadlyspeaking,thefunctionsofadvertisingasfollows:
(1)Advertisingisthevanguardofmarketing.
TheBenefitsofAdvertisement6
Becauseofthehigh-speedproductivity,scienceandtechnology,allkindsofnewproductsemergedconstantlythatpromptedtheenterprisespaymoreattentiontomarketingactivitiesandmakethecompetitionmoreintensethanbeforeinthemarket.Theeffectofadvertisingisobviouslynotonlyinopeningthemarketbutalsoinkeepingthemarketposition.Ononehand,ithelpstheenterprisesoccupythemarket.Proctor&Gamble,oneofthelargestcompaniesintheUnitedStates.Whenthecompanycreatedanewproduct,theywoulddevelopastrongadvertisement.Forexample,beforethetoothpastebandGrestcameintothemarket,thecompanyhadinput29milliondollarsonadvertising.AnotherexampleisthatHighPointspent24milliondollarsonadvertising(adoptedfromYuanMili&YuanYueru,2004).Itisnodoubtthatbothofthemgotagreatsuccess.Ontheotherhand,inordertomaintainthemarketanddominantnowadaysposition,advertisingisveryimportant.ItistotallyconvincedbyForrestMars,whoisthefamousentrepreneurinfoodindustry,forhehadanexpensivelesson.ItiswellknownthatMarsYieldfoodcansiswellacceptedamongconsumers,anditismorepopularthanothercangoods.SoMarsthinksitisimpeccableandhemadeadecisiontostopadvertise.Oneyearlater,thecompanydidn’tincreasetheirprofitsbutlostmuchmoney.Itwasonthevergeoflosingmoney.TheconsumersnearlyforgotKit-E-Kat(adoptedfromYuanMili&YuanYueru,
TheBenefitsofAdvertisement7
2004).Why?
Obviously,thereisnoadvertisingandtherearenoprofits.Now,thoughthecompanyholdsadvertisingagain,itishardtoregainthepositionofmarket.ThisiswhyWynneWilliamssaid“thatyouneedtousemoneytokeepmoney”(ascitedinElizaWilliams,2004).Inshort,thefunctionsofadvertisementfollowintheseways:
a.Theadvertisementhelpspromotetheproducts;
b.Theadvertisementprovidestheinformationofproductsales;
c.Theadvertisementguidestheconsumption;
d.Theadvertisementhelpsfacilitateretail.
(2)Advertisingurgesenterprisetoimprovethemanagementandtodeveloptheproduction.
Whilesomeadvertisementsfocusontellingtheirqualities,theothersmayconveymoreaboutitsfunctions.Theadvertisementgivesconsumersapromisethatmakessomeofconsumersbelieveitandhaveawishtopurchaseit.Therefore,theroleofadvertisingistohelpthecompanyimproveitstechnologyandthequalityofproducts.Inaddition,forthecostoftheadvertisingisheavily.Thecompanymanagestoeconomizeonrawmaterialsandstrengthenitsmanagementtoreducethecostofproductionandthepriceofcommodity,thenproducesareallyhighqualityandthe
TheBenefitsofAdvertisement8
inexpensivecommodities.Finally,thecompanywilljointhemarketcompetition.JustliketheCarlosBayalasaid“Asaband,thesmarteryouare,themoreattractivetointelligentmindsyouare,themorepowerfulyouwillbe”(ascitedinElizaWilliams,
2010).Inshort,thefunctionsofadvertisementfollowintheseways:
a.Theadvertisementhelpsenterprisesexplorethemarket;
b.Theadvertisementpromotestheproductupdatingandupgrading;
c.Theadvertisementimprovesthecohesiveforceofenterprise;
d.Theadvertisementpromotescompetitionamongenterprise.
(3)Advertisingspreadsthenewknowledgeandnewtechnology.
Theladieswhopayattentiontomasqueradeoftenknowmoreaboutcosmeticsofthisknowledge,andtheaccumulationofthisknowledgecannotbeseparatedwithcosmeticsadvertisingwhichtheyreadfrequently.Mostofnewproductsneedadvertising,foritcaneducateconsumersonnewproducts’features,qualityandmethodsofoperation.Theseelementsarerelatedtonewknowledgeandnewtechnology.Therefore,atthesametimetheadvertisingisnotonlytosellthegoodsbuttospreadthenewknowledgeandnewtechnology.Andtheladieswhonotethecosmeticsadvertising,atthesametimetheymasteredsomeknowledgeofnaturalbeauty.Similarly,someonewhooftenhasacold,whenhefocusesonthe
TheBenefitsofAdvertisement9
advertisementaboutthecoldrex,willlearnmoreknowledgeaboutthecauseofcoldandknowhowtocureit.Inshort,thefunctionsofadvertisementfollowintheseways:
a.Thetimewhenadvertisementprovidestheinformationtoconsumer,alsoincreasetheconsumer’sknowledgeoflife;
b.Thetimewhenadvertisementincreasesthechoic
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