广告专业英语课后题及答案.docVIP

Chapter 1 Fundamentals of Advertising Definition of Advertising 1) What’s the definition about “advertising”? American Heritage Dictionary: The activity of attracting public attention to a product or business, as by paid announcements in print or on the air. Another one: Advertising is a non-personal communication of information, usually paid for and usually persuasive in nature, about products, services or ideas through various media. Five components: non-personal communication of information paid for persuasive various media 2) How can you categorize advertising in academy? Criteria: target audience: consumer advertising (direct user, end user) Business advertising (professional journal, direct mailing) Target area: local advertising National advertising International advertising Media: print advertising Electronic advertising Out-of-home advertising (Transit advertising) Purpose: commercial advertising Noncommercial advertising( public interests advertising) 2. Common Expressions: Advertising 广告，广告业，广告活动 Advertisement 广告 Advertising audience 广告的受众 consumer advertising 消费者广告 Business advertising 企业广告 local advertising 地方广告 National advertising 全国广告 International advertising 全球广告 print advertising 印刷广告 Electronic advertising 电子广告 Out-of-home advertising 户外广告 Transit advertising 交通广告，移动广告 commercial advertising 商业广告，盈利广告 Noncommercial advertising 非盈利广告 3. 英汉互译练习： We may define advertising as a communication process, a marketing process, a public relations process, or a persuasion process. 我们可以把广告定义为沟通过程、营销过程、公关过程、劝说过程。 In addition to promotion tangible goods such as detergents and soft drinks, advertising also help publicize the intangible services of bankers, lawyers, etc. 广告除用以促销洗涤剂、饮料等有形产品外，还用来宣传银行、律师等提供的无形的服务。 Most advertising i