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AdvertisementEnglishTopicforDiscussionThedefinitionsofadvertisingarevarious.Manypeopledefinedtheworddifferentlyasthenatureofadvertisingkeepschangingallthetime.Whatisyourdefinitionofadvertising?Direction:Laskerdefined“advertising”asthe“salesmanshipinprint”.Andrememberthatmedianowencompassmorethanprintwiththeadventofradio,cinemaandtelevision.Asanotherlegendaryadman,RaymondRubicam,oncenoted,“Theonlypurposeofadvertisingistosell.Ithasnootherjustificationworthmentioning”.Anotherearlytitanofadvertising,ClaudeHopkins,putitthisway:Insteadofsales,theyseekapplause.Advertisingisattemptingtoinfluencethebuyingbehaviorofyourcustomersorclientsbyprovidingapersuasivesellingmessageaboutyourproductsand/orservices.广告（Advertise）源自于拉丁语Adrerere，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”广告定义众说纷纭概念美国《广告时代周刊》在1932公开征求的广告定义：个人、商品、劳务、运动，以印刷、书写、口述或图画为表现方法，由广告者出费用作公开宣传，以促成销售、使用、投票或赞成为目的活动。英国《简明不列颠百科全书》对广告的解释：广告是传播信息的一种方式，其目的在于推销商品、劳务、影响舆论，博得政治支持，推进一种事业或引起刊登广告者所希望的其他反应。美国广告协会的广告定义：广告是付费的大众传播，其最终目的是为了传递信息，改变人们对于所广告的商品的态度，诱发其行动而使广告主获得利益。Function:Advertisingisanyofvariousmethodsusedbyacompanytoincreasethesalesofitsproductsorservicesortopromoteabrandname.Advertisingisalsousedbyorganizationsandindividualstocommunicateanideaorimage,torecruitstaff,topublicizeanevent,ortolocateanitemorcommodity.广告的功能：1.突出优势特点Awholenewwaytoenjoytheview.(Sharp)享受视觉的全新方式。（夏普）Intelligententertainmentdiscovered.(Philips)智能娱乐展露无疑。夏普强调其良好的视觉感，而飞利浦则突出其先进的功能。2.增加产品的知名度Communicationunlimited(Motorola)沟通无极限Makeyourselfhead(Ericsson)理解就是沟通3.树立品牌形象ThingsgobetterwithCoca-cola.Can’tbeattherealthing.挡不住的诱惑。AlwaysCoca-cola。Cokerefreshesyoulikenoothercan.Specializedadvertisingagenciesoftenhandletheadvertisingofacompany’sproducts,services,orcorporatebrand,althoughsomeaspectsmaybedealtwithwithinthecompany(in-house).Therearetwobasictypesofadvertising,informativeadvertisingandpersuasiveadvertising.Advertisesuseavarietyofmediasuchasnewspapersandmagazines,televisionandradio,andposters.TargetAudience:Notalladvertisementsareaimedatallpeople.Toensurethattheiradvertisementswillappealtothosemostsuitedtotheirproduct,advertisersensurethattheyhaveatargetaudienceinmindwhentheydesigntheircampaign.Peoplehavebeengenerallydividedintodifferentpartsofmanytargetaudiences,rangingfromwealthyprofessionalstostudents,theretired,andtheunemployed.Thismeansthatanadvertisercantailortheirappealaccordingtothesocio-economicbackgroundoftheirtargetaudience.按照宣传对象划分产品广告productadvertising非产品广告non-productadvertising商业广告commercialadvertising非商业广告non-commercialadvertising行为广告behavioradvertising认知广告cognitiveadvertising广告的分类按照目标群体划分消费者广告consumeradvertising业务广告businessadvertising按照目标区域划分地方广告localadvertising全国广告nationaladvertising国际广告internationaladvertising按照传播媒介划分印刷广告printadvertising电子广告electronicadvertising户外广告out-of-homeadvertising直邮广告postadvertising英语广告语欣赏1.Timeiswhatyoumakeofit.(Swatch)天长地久。（斯沃奇手表）2.Makeyourselfheard.(Ericsson)理解就是沟通。(爱立信）3.Engineeredtomovethehumanspirit.(Mercedes-Benz)人类精神的动力。（梅塞德斯-奔驰）4.StartAhead.(Rejoice)成功之路，从头开始。（飘柔）5.Adiamondlastsforever.(DeBierres)钻石恒久远，一颗永流传。（第比尔斯）6.Fresh-upwithSeven-up.(Seven-up)提神醒脑，喝七喜。（七喜）7.IntelInside.(IntelPentium)给电脑一颗奔腾的“芯”。（英特尔奔腾）8.ConnectingPeople.(Nokia)科技以人为本。（诺基亚）9.FortheRoadAhead.(Honda)康庄大道。（本田）10.Letusmakethingsbetter.(Philips)让我们做的更好。（飞利浦）11.EnjoyCoca-Cola.(Coca-Cola)请喝可口可乐。（可口可乐）12.GenerationNext.(Pepsi)新的一代。（百事）13.TheRelentlessPursuitofPerfection.(Lexus)追求完美永无止境。（凌志汽车）14.Communicationunlimited.(Motorola)沟通无极限。（摩托罗拉）15.Feastyoureyes.（Pond’sCucumberEyeTreatment)滋润心灵的窗户。（庞氏眼贴片）16.Focusonlife.(Olympus)瞄准生活。（奥林巴斯）17.Behindthathealthysmile,there’saCrestkid.(Cresttoothpaste)健康笑容来自佳洁士。（佳洁士牙膏）18.Goodtothelastdrop．滴滴香浓，意犹未尽。（麦斯威尔咖啡）19.Obeyyourthirst．服从你的渴望。（雪碧）20.Thenewdigitalera．数码新时代。（索尼影碟机）21.Welead．Otherscopy．我们领先，他人仿效。（理光复印机）22.Impossiblemadepossible．使不可能变为可能。（佳能打印机）23.Taketimetoindulge．尽情享受吧！（雀巢冰激凌）24.Poetryinmotion,dancingclosetome．动态的诗，向我舞近。（丰田汽车）25.Cometowheretheflavouris．Marlborocountry．光临风韵之境——万宝路世界。（万宝路香烟）26.Tome,thepastisblackandwhite，butthefutureisalwayscolor．....对我而言，过去平淡无奇；而未来，却多姿多彩（轩尼诗酒）27.Justdoit.只管去做。（耐克运动鞋）28.Askformore.渴望无限。（百事流行鞋）29.Thetasteisgreat.味道好极了。（雀巢咖啡）30.Feelthenewspace.感受新境界。（三星电子）31.Intelligenceeverywhere.智慧演绎，无处不在。（摩托罗拉手机）32.Thechoiceofanewgeneration.新一代的选择。（百事可乐）33.Weintegrate,youcommunicate.我们集大成，您超越自我。（三菱电工）34.TakeToshiba,taketheworld.拥有东芝，拥有世界。（东芝电子）35.Nobusinesstoosmall,noproblemtoobig.....没有不做的小生意，没有解决不了的大问题。（IBM公司）福特车创意广告这是来自福特（加拿大）的一款最新的创意广告，广告中所展出的福特车型是完全由一群舞蹈演员用自己的身体配合一些必要的汽车零件组合而成的。《GlobeTrotters》杂志广告欣赏自杂志以上，人的脑袋和身体凭空消失了。升华了？投入到杂志当中了？您以为呢？另类饮食广告浓缩精华，助你一臂——玉米粥广告冰住营养，锁定健康——冰冻食品广告使用前后，天壤之别——调味品广告轻松享“瘦”，猫钻鼠洞——dietPEPSI减肥广告冰凉清透，唯我独尊——健力士黑啤广告《冰山》嫦娥奔月，志在月饼——月饼的广告THANKS!