advertising广告介绍课件.ppt

ADVERTISINGADVERTISINGwDefinitionwTypeswMediawfunctionwSlogans & examplesDefinition of advertisingwAdvertising can be defined as nonpersonal commercial message to the public designed to inform both established and potential customers.Types of advertisingDirect-action advertising(直接控制式广告)Institutional advertising(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 Fairs 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)w1. 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 catch-phrases (广告语句)wattractive --- catch the reader’s attention wcreative --- project an imagewpersuasive有说服力的 --- urge the reader to actwimpressive --- produce an impactExampleswSpend a dime, Save you time(电器广告)w Never late on Father’s 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 to smoke, that is a question. (香烟广告)wWith a copy of The Globe in your hand, the world unfolds before you so grand. (《全球》杂志的广告语)wA friend in need is a friend indeed. （速效救心丸广告） Give me a chance, and you’ll 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u It gives you joy. It gives you fun. It gives you beauty. It gives you love.u 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）u A special cola. A Special Choice.非常可乐，非常选择（非常可乐饮料广告）uShe takes over the chores, So you can rest, of course.她工作，你休息洗衣机的广告语）w香奈儿5号布拉格皮特广告

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 。