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1、ADVERTISING,DefinitionTypesMediafunctionSlogans&examples,Definition of advertising,Advertising can be defined as nonpersonal commercial message to the public designed to inform both established and potential customers.,Types of advertising,Direct-action advertising(直接控制式广告)Institutional advertising(
2、信誉广告)Primary-demand advertising(产品需求广告)Brand advertising(品牌广告)Comparative advertising(选择性广告),Advertising Media(广告手段),1.Press Advertising 报刊广告2.Television and radio Advertising 电视和无线电广告3.Outdoor and Transport Advertising 露天广告和交通广告4.Window and Point-of-Sale Display 橱窗和销售点陈列广告5.Exhibition and Trade Fai
3、rs 展览会和商品交易会6.Direct Mail Advertising 直接邮件广告7.Cinema 电影广告,Television advertising-Dove德芙,Outdoor and Transport Advertising,Cinema advertising,FUNCTION(广告的功能),1.Information（提供信息）2.Persuasion（争取顾客）3.Maintenance of Demand（保持需求）4.Creating Mass Markets（扩大市场）5.Quality（确保质量）,Features of slogans（广告口号）and cat
4、ch-phrases(广告语句),attractive-catch the readers attention creative-project an imagepersuasive有说服力的-urge the reader to actimpressive-produce an impact,Examples,Spend a dime,Save you time(电器广告)Never late on Fathers Day(礼品广告)Anything is possible.“一切皆有可能”（李宁服饰）No dream is too big.(高级轿车广告),To smoke or not
5、to smoke,that is a question.(香烟广告)With a copy of The Globe in your hand,the world unfolds before you so grand.(全球杂志的广告语)A friend in need is a friend indeed.（速效救心丸广告）,Give me a chance,and youll have a big surprise.“给我一个机会，还你一个惊喜”（嘉亨印务）Only fine medicinal herbs Make fine herbal medicines.中药材广告：“药材好，药才
6、好。”Your everyday life is very busy,Our Long Card can make it easy.建设银行龙卡的广告：“衣食住行，有龙则灵。”,It gives you joy.It gives you fun.It gives you beauty.It gives you love.为您提供美，为您提供乐，为您提供 爱，为您提供趣。（故事会杂志广 告）A special cola.A Special Choice.非常可乐，非常选择（非常可乐饮料广告）She takes over the chores,So you can rest,of course.她
7、工作，你休息。（洗衣机的广告语）,香奈儿5号布拉格皮特广告there you areIts not a journey.Every journey has its ends,but well go on.World turns,we turn with it.Plans disappear,dreams take over,but wherever I go,there you are.My luck,my fate,my future.Channel N.5,inevitable.這不是一段旅程，旅程總有終點，但我們會繼續。世界在轉，我們也隨著轉變，當計劃消逝，夢成為主宰。無論我去哪，都有你，我的幸運，我的命運，我的未來，無可取代。,Thank you,
