永远的终结者
这篇文章讲的是广告的三大作用：Advertising is paid, nonpersonal communication that is designed to communicate in a creative manner, through the use of mass or information-directed media, the nature of products, services, and ideas. It is a form of persuasive communication that offers information about products, ideas, and services that serves the objectives determined by the advertiser. Advertising may influence consumers in many different ways, but the primary goal of advertising is to increase the probability that consumers exposed to an advertisement will behave or believe as the advertiser wishes. Thus, the ultimate objective of advertising is to sell things persuasively and creatively. Advertising is used by commercial firms trying to sell products and services; by politicians and political interest groups to sell ideas or persuade voters; by not-for-profit organizations to raise funds, solicit volunteers, or influence the actions of viewers; and by governments seeking to encourage or discourage particular activities, such a wearing seatbelts, participating in the census, or ceasing to smoke. The forms that advertising takes and the media in which advertisements appear are as varied as the advertisers themselves and the messages that they wish to deliver.The word “advertise” originates from the Latin advertere , which means to turn toward or to take note of. Certainly, the visual and verbal commercial messages that are a part of advertising are intended to attract attention and produce some response by the viewer. Advertising is pervasive and virtually impossible to escape. Newspapers and magazines often have more advertisements than copy; radio and television provide entertainment but are also laden with advertisements; advertisements pop up on Internet sites; and the mail brings a variety of advertisements. Advertising also exists on billboards along the freeway, in subway and train stations, on benches at bus stops, and on the frames around car license plates. In shopping malls, there are prominent logos on designer clothes, moviegoers regularly view advertisements for local restaurants, hair salons, and so on, and live sporting and cultural events often include signage, logos, products, and related information about the event sponsors. The pervasiveness of advertising and its creative elements are designed to cause viewers to take note.Although the primary objective of advertising is to persuade, it may achieve this objective in many different ways. An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. Another function of advertising is to communicate information about the product, its attributes, and its location of sale; this is the information function. The third function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function.The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality. One famous example of this is found in the long-running advertising for Ivory Soap. In the late 1800s, a soap maker at Procter and Gamble left his machine running during his lunch period and returned to find a whipped soap that, when made into bars, floated. The company decided to capitalize on this mistake by advertising Ivory Soap with the phrase “It Floats.” This characteristic of Ivory Soap served to uniquely identify it and differentiate it from other bars of soap.The information function of advertising can also be found in advertising for Ivory Soap. For more than one hundred years, advertisements for Ivory Soap have focused on such product characteristics as purity of ingredients, child care, and soft skin. These characteristics, in turn, were often related to key benefits that could be obtained from using Ivory Soap. Thus, various advertisements emphasized “That Ivory Look,” which focused on the relationships between product characteristics and the benefits of obtaining a fresh and healthy appearance.The third and most important function of advertising, persuasion, is also evident in the long-running Ivory Soap advertising campaigns. The advertiser, Procter and Gamble, has linked Ivory Soap with obtaining benefits that are important to customers: a fresh and healthy appearance for women, a mild, nonirritating method for bathing babies, and a novelty for children in the tub (since it floats). The benefits of the product suggest reasons to buy and use Ivory Soap and thus provide a basis for persuading consumers. Different benefits are important to different customers. Thus, to realize its full potential as a persuasive tool, advertising must often be tailored to emphasize those benefits that are important and meaningful for a particular type of customer or a particular use of the product.希望回答对你有帮助。
诗诗2009
Advertisements广告Advertisements can be seen everywhere in modern society. They appear on the TV screen. They occupy a conspicuous place in newspapers and magazines.They are displayed or painted on walls and even on buses.Indeed, it is difficult nowadays to find a public place without advertisements.在现代社会中，广告随处可见，它们出现在电视萤光幕上，在报纸和杂志上也占有显著地位。它们展示或画在墙上，甚至在公车上。说实在的，今天在公共场所，很难没有广告。It is true that in economic activities advertisements play an important role.They tell people about new products and help promote sales.Unfortunately some of the advertisements are not true. They cheat consumers one way or another. So, admitting that advertisements can help us, we should also beware of them from time to time.广告在经济活动中，确实扮演了重要角色。它们告诉大众新产品，并且有助销售。不幸的是，有些广告不诚实，它们千方百计欺骗消费者，因此，我们固然承认广告能帮助我们，但我们也要时常对它们小心。Advertisement广告With the development of material prosperity, advertisements have become more and more important in our daily lire.随着物质生活的日益繁荣，广告在我们的日常生活中变得越来越重要。Advertisements give latest information about products. If there were no advertising, consumers could not know about goods in their local shops.Advertising helps sell to a bigger market. Therefore, as more goods are sold they are cheapper.Advertisements also provide money for newspapers, magazines, radios and TV stations, etc..广告给我们带来关于产品的最新信息，如果没有广告，消费者对当地商店所卖的货物会一无所知。广告可以帮助扩大市场，结果货物卖得越多，价格也就越便宜。广告还可以为报纸，杂志，无线电台以及电视台提供资金。But there are also some opinions against advertising.Some people think that advertisements do not give much information but only try to persuade you to buy.They create a demand for goods that are not really needed.Besides, advertising adds to the cost of goods.Further more, they are ugly to look at and spoil the enviroments.不过也有一些反对广告的意见。有些人认为广告不但不能提供多少信息，而只是一门心思劝你买东西。他们制造出一种人们对商品需求的氛围，而实际上并没有多少人真正需要这些商品。而且广告给商品增加了成本费。再说它们看起来也不美，并且破坏视觉环境。Actually, every coin has two sides. Advertising is without exception.But in today's world, advertising is not only necessary but also helpful.事实上，任何事情都有两个方面，广告也不例外。不过，在今天的世界里，广告不仅必不可少，而且还很有益处。
dream959595
Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. “While now central to the contemporary global economy and the reproduction of global production networks, it is only quite recently that advertising has been more than a marginal influence on patterns of sales and production. The formation of modern advertising was intimately bound up with the emergence of new forms of monopoly capitalism around the end of the 19th and beginning of the 20th century as one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Mass production necessitated mass consumption, and this in turn required a certain homogenization of consumer tastes for final products. At its limit, this involved seeking to create ‘world cultural convergence’, to homogenize consumer tastes and engineer a ‘convergence of lifestyle, culture and behaviours among consumer segments across the world’.”
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