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Advertising(廣告)
Advertising
Advertising gives useful information about which products to buy. But modern advertising does
more than give news about products and services. Today's advertisements, or ads, try to get consumers to buy certain brands.Writers of advertisements are so skillful they can sometimes persuade a consumer to wear a certain kind of clothing, eat a special kind of cereal, or see a movie. Consumers might neyer even want a product if they did not see or hear advertisements for it.
For example, you probably do not need the newest cereal in the supermarket. There are probably many cereal brands on your kitchen shelves. You may not have space on a shelf for another. But if you see ads about a new cereal that is extra-tasty and has a free prize in the box, you may want it.
Advertising must get attention. To be effective, it must be exciting, entertaining, or provide some pleasure. The secret of writing good advertising copy is to offer a good idea as well as a product. The idea is what the ad is really selling.One example is an ad that says eating a cereal will make a person do well in sports. That cereal brand may sell better if consumers think it offers strength and energy.
廣告
廣告提供購(gòu)買何種產(chǎn)品的有用信息。但是現(xiàn)代廣告不僅僅提供產(chǎn)品和服務(wù)的消息。現(xiàn)在的廣告試圖說(shuō)服消費(fèi)者購(gòu)買某些品牌。廣告創(chuàng)作者很有技巧，以至于有時(shí)能夠勸說(shuō)消費(fèi)者穿戴某種服裝、食用某種麥片粥或觀看一場(chǎng)電影。消費(fèi)者如果沒(méi)有看過(guò)或聽過(guò)某種產(chǎn)品的廣告，他們也許甚至永遠(yuǎn)都不會(huì)想要買這種東西。
比如，你可能并不需要超市中最新出的麥片粥。你廚房的架子上可能已經(jīng)有很多不同品牌的麥片粥。你架子上說(shuō)不定都沒(méi)地方再放別的了。但是如果你看到一種新型麥片粥的廣告，正好是特別喜歡的口味，而且盒子里還有免費(fèi)贈(zèng)品，你也許就想買了。
廣告必須受到重視。有效的廣告必須是激動(dòng)人心的，有趣的或能提供某種愉悅的。創(chuàng)作好的廣告的秘密不僅在于提供好產(chǎn)品還在于提供好想法。這個(gè)想法就是廣告的真正賣點(diǎn)。比如某個(gè)廣告稱食用某種麥片粥可以使人在運(yùn)動(dòng)中表現(xiàn)出眾。如果消費(fèi)者認(rèn)為這種品牌的麥片粥可以提供給人力量和能量的話，就可能會(huì)暢銷的。
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