关于广告的论文【英文版】

To advertising, are you ready?

Abstract:

With the rapidly improved and developed society, advertising, acting as an essential part of our social life, is now getting more and more stronger. While scores of ads, variously advertised, make our life colorful and wonderful, some mendacious ads, generated by some ad companies, come into being and make a big influence on our daily life. In order to make the most use of ads, we should support public service ads and civilization ads, instead of the unreal and negative ones. Once the ad producers take the initiative to generate more positive ads, which do good to us, advertising, in my view, will be fantastically appealing, and even more than that! Keyword:

Advertising, Commerce, Originality, Civilization, celebrity endorsement 1. Definition of a advertising: 1.1. Origin of advertising

Talking about advertising, it is a long story. It is remarked that advertising was born linked with the beginning of commodity production. Its history can be traced back to ancient times. Including Greek and China, four ancient civilizations, developed from primitive society to a brand new one with two labor divisions(Agriculture and Animal husbandry, Agriculture and Handicraft), gradually formed commerce with the appearance of seller, buyer ,and remaining production, esp. Thus, with goods produced and products exchanged, advertising was then showing up. 1.2. Old statement of advertising

Many kinds of definitions are given to the word “advertising”. In divergent period, advertising got a representative meaning, taking the years before 10 for example when its meaning “News about product or service”, was well-known and commonly accepted by several western countries. At that time, advertising was much more likely to be a channel, transmitting information, just the same with News Report. 1.3. New explanation of advertising

Advertising ,according to the American Marketing Association(AMA), introduces products, services, and concepts through mass media where ad costs must be given, and is described as a kind of communication recognized by others. And simultaneously, it’s very convincing. In the dictionary “Websters”,the various meanings of advertising were proved that it deserved different characteristic in divergent era, due to the changing social environment and human environment. Hence, the comprehension of advertising is changing.

2. Categories of advertising:

Ads ,on the whole, can be classified as following kinds:

On the basis of mass media, ads are presented as newspaper, magazine,

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TV, network and radio. Ads, on purpose, come out in the forms of commerce, firm, brand, conception and public while on transmitted range, ads are classified as global, national, local and regional ones. 3. The original purpose of advertising:

Advertising, endowed with vivid language and deeply-recognizant conception, is similar to our human brain. Once the ads are watched or heard by public groups, even everyone, the first image emerging on their mind will be the enterprise celebrity, directly speaking, the level of estimation to products. Ads, at the same time, make it the first object to get a better benefit, without getting rid of it. No matter what kind of ads it is, without exception, it will always own a meaning or a purpose. That is to remind us of the inner inspirations hiding in our hearts, and to instruct them. Only by this way can ads be the successful ones.

Being a part of commerce behavior, commercials propagandize for products as best as best can be. That’s the original purpose of ads, and final. Substantial results will be seen, on the one hand, if we obey this object with originality in ads planning. On the other hand, how to make a propaganda perfectly will be the touchy issue after that. 4. Problems existing in modern times: 4.1. Investigation

Investigation 1: Purpose of Ads

For productPurpose of AdsBased on this pie chart, we can see Celebrity 87%that the majority number of the

For ainvestigated(87%) consider that relaxingmoodad-producers generate ads for product For othercelebrity so as to earn a profit. Only reasons6, 6%7, 7%6 percent of people guess that ads are

produced for a relaxing mood, while a

little more than it(7%) is given for other reasons.

Investigation 2: Whether products accord with ads or not

The survey describe that Whether products accord with ads or not62%most of the investigated (about 62%) mention it that products can hardly accord with ads which is appealing, while those goods totally accord with ads get a 35%3%minimum with 3%. Besides, 35% of the products are partially

Totally accordPartially accordHardly accordaccord as it can be seen.

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4.2 Celebrity endorsement

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