advertising

AdvertisingManyasmallthinghasbeenmadelargebytherightkindofadvertising.--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.Function信息功能（InformationFunction）唤起需要功能（DemandCreationFunction）说服功能（PersuasiveFunction）促使行动功能（GetActionFunction）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)2Advertingisabigbusiness—and,tomanypeople,afascinatingone,filledwithattractionandexcitement.Itispartliterature,partart,andpartshowbusiness.Magazine＆newspaperVariousmedia4Advertisingisthedifficultbusinessofbringinginformationtogreatnumbersofpeople.Thepurposeofanadvertisementistomakepeoplerespond–tomakethemreacttoanidea,suchashelpingtopreventforestfires,ortomakethemwanttobuyacertainproductorservice.wanttobuyacertainproductwanttobuyacertainservice4Atthebeginningofthe20thcentury,advertisingwasdescribedas“salesmanshipinprint”.Ifthisdefinitionwereexpandedtoincluderadioandtelevision,itwouldstillstandtoday.5Themosteffectivewaytosellsomethingisthroughperson-to-personcontact.Butthecostofperson-to-personsellingishigh.Becauseittakesagreatdealoftime,itincreasesthecostoftheproductorservice.Advertising,then,distributesthesellingmessagetomanypeopleatonetime.6Advertisingisveryold.ItcanbefoundasfarbackasthepubliccriersofancientGreece-who,forafee,shoutedoutmessagesaboutacompany’sproductstooneandall.crierDowntheroadButitfirstbecameimportantinthelate15thcentury,whenthetraderoftherapidlygrowingcitiesandruraltownsneededawaytotellpeoplewheretheirgoodscouldbebought.7ThefirstprintedadvertisementintheEnglishlanguageappearedin1478,morethanacenturybeforeShakespeare’sfirstplaywasproduced.ThisearlyadwastheworkofWilliamCaxton,English’sfirstprinter,whousedittoadvertisereligiousbooksfromhisownstudio.CaxtonpostedsmallprintednoticesalongLondon’smainstreets.Besidesadvertisinghisproduct,heidentifiedhisshopwithacertaintrademarksothatcustomerscouldfinditeasily.8Thissamesortofsimple,informationaladvertisingisstillused.Examplesincludetheroadsidesignsthattelltravelersthattheycanbuyfreshcornjustdowntheroadorthatthereisarestaurantinthenexttown.9TheIndustrialRevolution,inthe18thand19thcenturies,broughtanewkindofadvertising.Largefactoriestooktheplaceofsmallworkshops,andgoodswereproducedinlargequantities.Manufacturersusedthenewlybuiltrailroadstodistributetheirproductsoverwideareas.Theyhadtofindmanythousandsofcustomersinordertostayinbusiness.Theycouldnotsimplytellpeoplewhereshoesorclothorteacouldbebought–theyhadtolearnhowtomakepeoplewanttobuyaspecificproduct.LargefactoriesSmallworkshopThusmodernadvertisingwasborn.Advertisinghelpedtocreatenewmarketsandtoraisestandardsoflivingaspeoplecametofeelthattheyhadarighttonewandbetterproducts.10AdvertisingagenciesbegantodevelopintheUnitedStatesjustaftertheCivilwar.Atfirst,thechiefobjectiveiftheseagencieswastosellspaceinthevariousmedia(medium),mainlynewspapersandmagazines.Buttheysoonaddedtheserviceofwritingandproducingadvertisements.11Fromthesemodestbeginnings,advertisinghasdevelopedintoahighlyspecializedandprofitablebusiness.Usefulphrases:leafthroughoneandalltaketheplaceofspecialize(in)Specializea.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.UsingtherightwordThe__ofCollegeEnglishTestsistohelpstudentslearnEnglishbetter,isn’tit?A.objectingB.subjectC.objectiveD.aimingTheyhaveusedthecinemaasaweapon,asa(an)__toexpresstheirviews.A.mediaB.mediumC.aidsD.meanTheseshopsnormally__inoldandantiqueitems,notinmodernones.A.buyB.makeC.specializeD.sellThebookisendlessly__andrichlyrewarding;Ihighlyrecommendittoyou.A.boringB.dullC.fascinatingD.expensive广告英语的翻译(一)译名不雅，发生歧义“五羊”牌自行车“FiveGoats”Goat在英语中可以比喻不正经的男子、色鬼，因此无论男人还是女人都不愿骑这个牌子的自行车”。“紫罗兰”男士衬衫“Pansy”Pansy是没有男子气概的意思。这种衬衣男士就很可能不会购买。译名不符合文化习俗“white”白色表示洁白、纯洁但在英文中有时意思恰好相反。上海产的“白翎”钢笔打入国际市场时，因其译名“WhiteFeather”而无人问津。英语中有句成语“toshowthewhitefeather”，表示软弱胆怯，有临阵脱逃之意，这样的译名肯定不受欢迎。广告英语的翻译（二）Avon—雅芳（化妆品）Sprite—雪碧（饮料）Goldlion—金利来（男士服饰）Colgate—高露洁（牙膏）Canon—佳能（相机）Revlon—露华浓（化妆品）“露华浓”出自李白诗《清平调》“云想衣裳花想容，春风拂榄露华浓”引经据典，音义并重非常贴切，即高雅又具有女性的魅力。Coca-Cola原文中的Coca和Cola只是两种植物的名称，而中文的“可口可乐”却把饮料的特点巧秒地融合在一起。HomeworkDiscussingthemeritsanddemeritofadvertisementsWhatadsdoyoulikebest?Whatadsdoyoudislikemost?Thanksforlistening