广告专业英语广告专业英语.doc

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, there 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