商务英语综合教程Unit 1Advertising.pptVIP

Unit One Introduction In our daily life, we meet various kinds of advertisements every day. They have become an important part of our lives and economy. It’s difficult to say whether ads play good or bad roles in our lives. Text 1 Advertising is a way of bringing information to the public for the purpose of selling a product, a service, an idea, or an event. The information is transmitted by means of the printed word or over the air. It may be presented as a simple statement of fact, or as is more frequently the case, it may be offered in colorful or even emotional language. All advertising is intended to stimulate people to do some specific thing, such as buy a product, order a service, join an organization, attend a meeting, or think sympathetically about a situation. Each advertisement is paid for by a person, a group, an organization, or a business enterprise seeking to advance his or its goals. 9 A department store in a large city has a more complicated problem. It has to draw its customers from areas far beyond walking distance of its location. A much more aggressive advertising program is therefore necessary. Department stores use a combination of advertising methods. They run advertisements in newspapers and other periodicals, mail brochures and catalogues to potential customers, and insert special advertisements in monthly statements to charge-account customers. Many department stores also advertise on the radio and television. 10 A manufacturer does not usually deal directly with the people who use his products. He sells his products to them indirectly through retail outlets. Therefore his selling problem has two aspects: He must convince storekeepers that it will be profitable for them to stock the things he manufactures, and he must induce thousands or millions of unseen people to buy his products from storekeepers in various places. This kind of selling calls for both trade advertising and