Unit 1 The Dimensions of Advertising 經(jīng)典廣告學(xué)英語(yǔ)課件合集

1、Advertising English Unit One The Dimensions of AdvertisingIntroductionThe emergence of advertising is closely connected with the emergence of mass mediaThe result has been a tremendous revolution in the shopping experienceBecause of widespread advertising, modern consumers enter a store with a wealt

2、h of information about alternative products, styles, qualities, and pricesThis has changed the ways that firms market productsIn turn, the development of sophisticated advertising has alteredstructure of marketsnature of firmsImpact of AdvertisingWithout advertisinglack of information about products

3、shopping is generally local and based upon visual comparisonfirms can operate on a small scale as each competes for a small local marketWith advertisingcomparison shopping is considerably eased as consumers have better information about range of good on offerfirms have an incentive to widen the rang

4、e of goods they offer and to operate on a larger scaleUbiquitous Adstelevision commercialsoverwhelming amounts of print adsradio spotsbillboardscouponsdirect mailelectronic banner adsin-program placementsAdvertising As Part of Our Culture Billboards in Shanghai, 2001 public service ads (PSAs). publi

5、c service ads (PSAs).public service ads (PSAs).Valentines dayCyber game adsNeed for Speed Advertising As Part of Our Culture As well as being part of the news agenda, advertisements are a reflection of a societys wants and needs at any particular point in time. They also, through the way that they r

6、epresent gender, age, wealth, success, happiness etc provide excellent material for historians and sociologists researching social attitudes of an era or a culture at a particular point in time. Advertising reflects the values of a society - all the things that people want to have or to be - and can

7、 be used as a measure of dominant hopes and fears. Our own appearance-obsessed culture will provide plenty of fruit for future investigation. Dressed to Kill“ Wallis ads shown Identify the following ad slogans“Ask for More. pepsi.avi“Just do it. NIKE“Fresh-up with Seven-up. (Seven-up)“Communication

8、unlimited. (Motorola)“The Relentless Pursuit of Perfection . (Lexus) Some of the most famous brands in the worldDefinitionDefining advertising and introducing the professionAdvertising: adverture advertiseAn ancient adAround 1750, a citizen had advertised a reward for the discovery of a person who h

9、ad stolen sixty guineas Once around the turn of the 20th century, Albert Lasker who is known among the advertisers as the father of modern advertising defined “advertising as the “salesmanship in print , driven by a reason why. Contemporary Advertising By William F. Arens Advertising is the nonperso

10、nal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media. What is Advertising?DefinitionAdvertising is . . .nonpersonal communication of information, . . .about products (goods, serv

11、ices, and ideas) . . .by identified sponsors . . .through various media.usually paid for . . .usually persuasive in nature . . .structured and composed . . .Advertising promotes.goods, services & ideascommunicates with us through media:radioTVnewspaperoutdoorInternetWhat is Advertising?Types of Medi

12、aMassBillboardsNewspapers & MagazinesRadio & TVWhat is Advertising?Types of MediaAddressableMassBillboardsNewspapers & MagazinesRadio & TVDirect MailE-MailWhat is Advertising?Types of MediaInteractiveMassBillboardsNewspapers & MagazinesRadio & TVAddressableDirect MailE-MailKiosksWeb sitesWhat is Adv

13、ertising?Types of MediaNontraditionalMassInteractiveBillboardsNewspapers & MagazinesRadio & TVAddressableDirect MailE-MailKiosksWeb SitesShopping CartsBlimpsTattoosWhat is Advertising?Types of MediaMassInteractiveNontraditionalBillboardsNewspapers & MagazinesRadio & TVAddressableDirect MailE-MailInt

14、eractiveKiosksWeb SitesNontraditionalShopping CartsBlimpsTattoosetc.Communication:Human Communication ProcessSourceEncodingMessageChannelDecodingReceiverFeedback to bedecoded by a receiverWhat can interfere with the communication process?source-formulates the ideaencoding-concept made into messageme

15、ssage-the idea to be sentchannel-medium carrying messagereceiver-party who gets the messagedecoding-receiver interpretationCommunication Makes Advertising UniqueSourceEncodingMessageChannelDecodingReceiverFeedbackAdvertising Communication ModelAdvertisers Source Dimensions.sponsor-legally responsibl

16、e for the messageauthor-individual who writes the adcopywriterart director creative grouppersona-imaginary spokesperson-the voice or tone of the ad or commercial (in-text spokesperson)Message Dimensions“I tell a story about myself to “you, the imaginary audienceAutobiographyThird person tells a stor

17、y about others to imagined audienceNarrativeCharacters act out events in front of imagined audienceDramaDrama: Nike Outdoor, “You Are Faster Than You ThinkInsert P1.6 (Discovery Channel, p. 11 here):Position = 3 horizontal, 1.55 vertical Size = 4.6 TALLCanadian hurdler Perdita Felicien distance runn

18、er Bernard Lagat Receiver Dimensionsimplied consumersaddressed in the ads persona, presumes an audiencesponsorial consumersgatekeepers who decide if the ad will run or notactual consumersindividuals in the actual target audiencenoise complicates the communication processThe Role of Fpletes the cycle

19、-verifying if the message was receivedin advertising, it can take many formsredeemed couponsphone/Internet inquiries/visitsstore visitsincreased salessurvey responsesApplying the Communication Process to AdvertisingRedeemed CouponsPhoneInquiriesIncreasedSalesSurveyResponsesFeedback and Interactivity

20、Types of Advertising target audiences geographic area medium function or purpose Target Audience In advertising, the word “target audience refers to a particular group of people that each advertisement aims to communicate. Consumer advertising is the advertising that typically aimed or directed to c

21、onsumers, people who buy the product or use the service for their own use as well as someone elses personal use. Business advertising or business-to-business advertising is the advertising that directed to people who buy or influence the purchase of goods and services used in various business situat

22、ions Geographical Area local or retail advertising is the advertising used by businesses whose customers come from only one city or local trading area. regional advertising is the advertising for products sold in one area or region, but not the entire country. national advertising is the advertising

23、 that aimed at customers in several regions of the country. international advertising This kind of advertising directed at foreign markets. Media Print advertising is presented in all kind of print media, such as newspaper, magazines, brochures and many more. broadcast advertising appears on broadca

24、st or electronic media, radio, television, including websites.out-of home advertising Billboard on the expressway, advertising at the bus stops, and all kinds of outdoor advertising direct mail advertising sent through the traditional mail or by post, not including electronic mail Purposes product a

25、dvertising aimed to promote the sales of goods and services nonproduct, corporate or institutional advertising aimed to sell ideas, to promote the organisations mission or philosophy rather than a specific product Commercial advertising aimed to promote products, services or ideas with the expectati

26、on of making a profit. noncommercial advertising aimed at seeking donations, volunteer support or a change in consumer behaviour. It is used worldwide by governments, charitable or non-profit organisations, civic group, or religious organisation. action advertisement attempts to stimulate immediate

27、action by the reader awareness advertising attempts to build the image of the product or familiarity with the products name and package , which is the long-term goal. It influences the readers or the viewers to choose the particular brand the next time they shop. Advertising becomes increasingly int

28、ernationalFactors:Faster modes of shipping;The growth of multinational corporations, Rising personal income levels worldwide;Falling trade barriers. Impact of Advertising 1.economic impact Proponents: positive, stimulate demand for products and services, strengthen the economy; increase competition,

29、 so lead to lower prices.Opponents: wasteful, adds to the cost of goods; most encourage consumers to buy one brand rather than another.2.social impactadvertising promotes a materialistic way of life by leading people to believe that happiness is achieved by purchasing products. advertising creates a

30、 consumer culture in which buying exciting new products becomes the foundation of the societys values, pleasures, and goals. 3.political impact Political advertising. In 1998, more than $467 million was spent on election campaigns in the United States. 4.cultural impactencourage aggressive individua

31、lism. overriding cultural differences. Advertising becomes increasingly “A Big IndustryWorld Leading Advertising Market (2000)1. USA. $147.1billion350billion2. Japan $39.7billion3. Germany 20.7billion4. UK. 16.5billion5. France 10.7billionWorldwide, $350 billion per year. Come to where the flavor is

32、Marlboro country MarlboroMarlboro is the largest selling brand of cigarettes in the world. It is made by Philip Morris USA within the US, and by Philip Morris International outside the US. It is famous for its billboard advertisements and magazine ads of the Marlboro Man.The brand is named after Gre

33、at Marlborough Street, the location of its original London Factory. Richmond, Virginia is now the location of the largest Marlboro cigarette manufacturing plant.Philip Morris, a London-based cigarette manufacturer, created a New York subsidiary in 1902 to sell several of its cigarette brands, includ

34、ing 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

35、 holds on the cigarette market: Camel, Lucky Strike, and Chesterfield. These brands were supplied to US soldiers during the war, creating an instant market upon their return.During the 1950s Readers Digest magazine published a series of articles that linked smoking with lung and other cancers. Phili

36、p Morris, and the other cigarette companies took notice and each began to market filtered cigarettes. The new Marlboro with a filtered end was launched in 1955. In the early 1960s Philip Morris invented Marlboro Country and distilled their manly imagery into the rugged cowboys known as the Marlboro

37、Men. The famous slogan used on radio and television during the mid-60s was, Come to where the flavor is. e to MARLBORO COUNTRY, backed by Elmer Bernsteins theme from The Magnificent Seven.In the USA, in order to comply with new regulations prescribed by the Food and Drug Administration, Marlboro had

38、 until June 22, 2021 to rebrand tobacco products marketed as Lights, Ultra-Lights, Medium, Mild, or any similar designation that yields an impression that some tobacco products are comparatively safe. Functions & Effects of Advertisingidentifies products & differentiates them from otherscommunicates product features & availabilityinduces trial & repurchasestimulates product distributionincreases product usebuilds brand value, preference & loyaltylowers overall costs as sale