广告专业英语

广告专业英语

Advertising English

Chapter 1 Introduction to Advertising

•So what is advertising? What can it do? How is it done?

•To answer such questions, this book will look at different steps in the process, different uses of advertising ,related fields and the underpinnings（基础）to capitalism (资本主义、资本运营)and consumerism （消费模式）themselves.

•Target markets vary greatly, and so advertising strategies and techniques must be tailored to meet those needs . When people first think of advertising ,they usually picture consumer advertising—and often national advertising –which is a form of commercial advertising . •But the array different forms of advertising include :B2B advertising such as industrial advertising; professional advertising ; trade advertising; and local retail advertising generally targeting end-users of products and services. There are even noncommercial advertising forms such as advocacy advertising and institutional advertising ,often called PSA.

•The speaker, customer (or to whomever it is the speaker is talking) and the communication process dictate the type of advertising that is required to be effective. Reaching the customer in the most effective manner is one of advertising‘s primary goals. However, t here are many other concerns related to such an endeavor .

•There are legal restrictions at various governmental levels. Additionally, guidelines from such organizations as the AAAA concerning the use of techniques such as comparative advertising, so as to prevent puffery from becoming deceptive advertising, or to keep people from engaging in subliminal persuasion have been created.

•Working with an agency‘s suppliers(制作单位) and the media creates additional challenges. Not to mention the experience of winning business through the pitch and bid process, which is both stressful and riveting.

Chapter2: The Evolution of Advertising

•The history of advertising falls into four eras, which are the ancient period, the age of print ,the formative years , and modern advertising.

•The Ancient Period . Persuasive communication has been around since early times. Inscriptions（书写，铭刻）on tablet, wall, and papyrus（纸草）from ancient Babylonia, Egypt

and Greece carry messages listing available products and upcoming events.

•Because of widespread illiteracy （文盲）before the age of print , most message were actually delivered by criers who stood on street corners shouting the wares（货物）of the sponsor. Stores, and the merchandise they carried, were identified by signs. Information rather than persuasion was the objective of the early commercial message.

The earliest literal advertising in the world:

The man-slave, Shem, having run away from his good master, Hapu the Weaver, all good citizens of Thebes are enjoined to help return him. He is Hittite, 5‘2‖tall,of ruddy complexion and brown eyes. For news of his whereabouts, half a gold coin is offered. And for his return to the shop of Hapu the Weaver, where the best cloth is woven to your desires, a whole gold coin is offered.

•The Age of Print . The invention of moveable type by Johannes Gutenberg around 1440 moved society toward a new level of communication –mass communication. No longer restricted by the time required by a scribe （抄写员）to hand –letter , a single message advertising could now be mass produced. The availability of Print media to a greater number of people increased the level of literacy（读写能力）.

•Which , in turn , encouraged more businesses to advertise . In terms of media , the early printed advertisements includes posters, handbills , and classified advertisements in newspapers. The messages continued to be simple and informative through the 1700s and into 1800s.

•The Formative Years. The mid-1800s marked the beginning of the development of the advertising industry in the United States. The emerging importance and growth of advertising during the period resulted from a number of social and technological developments associated with the industrial Revolution.

•By the late nineteenth century the advertising profession was more fully developed. Agencies had taken on the role of convincing manufacturers to advertise the products. Ads had assumed a more complete informational and educational role . Copywriting had become a polished and reputable craft in the period.

•Modern Advertising . By the beginning of the twentieth century, the advertising industry had become a major force in marketing, and had achieved a significant level of respect and esteem. •―soft-sell‖ advertising creates images through a slow accumulation of positive message than ―hard –sell ‖approach. With the outbreak of World War 1, the advertising industry offered its services to The Council of National Defense（国防委员会）.

•Thus were born Public Service Announcements that relied on volunteer professional and donated time and space .Advertising diminished drastically after the onset of the Great Depression in 1929. Then the development of the major media—radio and television has transformed advertising.

•In the 1960s, a revolution in advertising brought a resurgence（复活）of art ,inspiration and intuition. As we approach the twenty-first century, advertising is in a state of tremendous flux