企业文化与广告语翻译教材

企业文化用语英文翻译实用标准文本Introduction:Corporate culture refers to the shared values, beliefs, and practices that shape the behavior and working environment within an organization. It plays a crucial role in defining the identity and guiding the actions of a company. In order to effectively communicate the essence of an organization's culture to an international audience, it is important to provide accurate and practical translations of commonly used corporate culture phrases from Chinese to English. This standard text aims to provide a comprehensive translation of such phrases, ensuring clarity and consistency in conveying the intended meaning.1. Mission and Vision:- Chinese Phrase: 使命与愿景- English Translation: Mission and Vision- Explanation: This phrase refers to the organization's overall purpose and long-term aspirations. It encompasses the core values, goals, and direction of the company.2. Core Values:- Chinese Phrase: 核心价值观- English Translation: Core Values- Explanation: Core values represent the fundamental beliefs and principles that guide the behavior and decision-making within the organization. These values reflect the company's ethics, culture, and identity.3. Teamwork:- Chinese Phrase: 团队合作- English Translation: Teamwork- Explanation: Teamwork emphasizes the collaborative efforts of individuals working together towards a common goal. It highlights the importance of cooperation, communication, and mutual support within the organization.4. Integrity:- Chinese Phrase: 诚信- English Translation: Integrity- Explanation: Integrity refers to the adherence to moral and ethical principles, honesty, and trustworthiness in all aspects of business conduct. It emphasizes the importance of maintaining high ethical standards and building trust with stakeholders.5. Innovation:- Chinese Phrase: 创新- English Translation: Innovation- Explanation: Innovation represents the ability to generate new ideas, improve processes, and develop creative solutions. It encourages a culture of continuous improvement, adaptability, and forward-thinking within the organization.6. Customer-centric:- Chinese Phrase: 以客户为中心- English Translation: Customer-centric- Explanation: Being customer-centric means placing the needs, preferences, and satisfaction of customers at the forefront of all business activities. It emphasizes the importance of understanding and meeting customer expectations to achieve long-term success.7. Employee Development:- Chinese Phrase: 员工发展- English Translation: Employee Development- Explanation: Employee development refers to the continuous learning, training, and professional growth opportunities provided to employees. It highlights the organization's commitment to nurturing talent, enhancing skills, and promoting career advancement.8. Work-Life Balance:- Chinese Phrase: 工作与生活平衡- English Translation: Work-Life Balance- Explanation: Work-Life Balance emphasizes the importance of maintaining a harmonious equilibrium between work responsibilities and personal life. It promotes employee well-being, productivity, and satisfaction.9. Social Responsibility:- Chinese Phrase: 社会责任- English Translation: Social Responsibility- Explanation: Social Responsibility refers to the ethical and moral obligations of the organization towards society, the environment, and stakeholders. It emphasizes the commitment to sustainable practices, community engagement, and positive contributions to society.10. Continuous Improvement:- Chinese Phrase: 持续改进- English Translation: Continuous Improvement- Explanation: Continuous Improvement emphasizes the ongoing efforts to enhance processes, products, and services. It encourages a culture of innovation, learning, and adaptability to drive organizational growth and success.Conclusion:This standard text provides an accurate and practical translation of commonly used corporate culture phrases from Chinese to English. By effectively conveying the essence of these phrases, organizations can communicate their values, beliefs, and practices to an international audience, fostering a shared understanding and promoting a strong corporate culture.。

企业文化用语英文翻译标准文本一、理念体系部分1、 追求全球技术领先，实现宗申精良制造；We pursue global leadership in technology and lean manufacturing.2、 实现个人、企业、社会的和谐发展；We value the harmony among the individual, business and society.3、 求真务实，科学创新；Our business is driven by integrity and innovation.4、敬业、拼搏、创新；Devotion, Profession and Innovation5、生产组织最优化、制造价值最大化；Optimize the organization of production;Maximize the value of manufacturing.6、终结组装旧模式、开启制造新时代Terminate the old mode of assembling, initiate a new era of manufacturing.7、制造理念Manufacture philosophy精良制造，制造精品；Lean manufacturing makes excellent products.8.国际合作 精良制造International cooperation brings lean manufacturing9、把好质量每一道关；Quality comes from the care of details.10、要经营企业、先经营团队Before managing your business, manage your people first.11、质量铸就品牌、服务赢得市场Brand is created by quality, market is gained by service.12 心存壮志建百年企业、脚踏实地树一流品牌心存壮志建百年企业、脚踏实地树一流品牌Make a centennial Zongshen and world-class brands.13、过程定成败，结果论英雄；Success is achieved in the process but a winner is judged by results.14、细节决定成败，过程决定结果。

企业文化中英文对照外文翻译文献企业文化中英文对照外文翻译文献(文档含英文原文和中文翻译)The Corporate Culture Rebuilding of E-business With the development of large-scale e-business, The E-commerce culture comes into being. It is an enterprise that produces a new value. The new integration of internal resources of the enterprises, which reduces transaction costs and improves efficiency. And it can short the cycle of production, and get many other benefits. Also it challenges on the existing corporate culture. The rise of e-commerce is a means of rapid development of technology that leads business models change. The survival of traditional economic activities, the means of operation and the management mechanisms have changed completely. The traditional corporate culture also faces a big strike.First, the Contribution to the Enterprise Value of Corporate CultureCultural phenomenon is a symbol of civilized country and a major witness of the nation. Broader culture includes knowledge, belief, art, morals, law, customs and every person as a member of the social to obtain ability and habit, including the complex whole. The survival and development of the enterprise plays an important role as a "sub culture" of the corporate culture. Corporate culture is the product of a market economy and commodity economy, embodying the objective laws of market economy. It reflects the company's competitive practices, competitive spirit and overall image. The enterprise culture is the company's management philosophy, enterprises face in whichthe social and business environment in the long-term production of business activities. And it gets all employees accept and agree to honor, which fights for a set of informal rules of success. It shows a kind of management philosophy and business practice to achieve through what kind of target. It is an important part of economic management. Corporate culture means a company's value, and these values become a norm of behavior of employees’ activities.How to increase profits, reduce costs and expenses is the origin of the corporate culture. Its meaning is how to enable enterprises to effectively integrate resources in order to achieve external flexibility and realize sustainable development in the competition. Corporate culture for the enterprises to develop cultural managementindicates a clear direction. The foreign competition environment for building highly adaptable and responding quickly to change is the final purpose of enterprise culture, according to environmental behavior capacities, which in fact is the company, owned by the external competitive environment by the needs of internal resources the ability to integrate and use. Corporate culture should promote the formation of the capacity of the system and maintain a good system. Many Chinese companies, for example, Haier, Lenovo, and so on, the secret of enterprise success is to develop a set of corporate and business philosophy that forms its own unique corporate culture.1, the corporate culture reflects the company's image and spirit. Establishing a good corporate image needs support of Modern business, from leadership to staff quality, from product quality to management facilities, from the environment to the product development, infiltrating cultural factors, and allreflecting the corporate image. Good corporate image (the "goodwill") is an intangible wealth and assets to display the "brand effect", which wins the social and public support, in line with modern public relations and marketing theory. From the modern management theory, it reflects the spirit of enterprise groups and the ideal goal, showing the direction of development of enterprises and business purposes. It is on behalf of the company's future prospects; so that every member company can voluntarily contribute to the achievement of organizational goals, from the enterprises in the fierce competition in technology press "beautiful and fragrant flowers."2, the corporate culture as in the business as a new management theory to play an extremely rebuilding role.First, creating a environment for flexible coordination of business operations, the corporate social systems as a subsystem, continuously with the surrounding environment material, energy and information exchange, social environment is relatively more objective. And enterprises need to adapt to environmental changes, researching the laws and requirements of environmental change, a clear tendency of economic development compatible with the social needs and potential demand, which improve the enterprise's various weaknesses and adjust to business strategy, creating a new corporate culture, and environment interaction to achieve dynamic balance that creates a cycle of market environment, promoting the restructuring of joint-stock company into the future state of healthy function.Second, it is conducive to the formation of the values of their all operation. The development of corporate culture as the underlying motivation, its values is the core of corporate culture.And it is a business organization and the basic concepts and beliefs. For enterprises, the core task is how the market to survive and provide consumers with appropriate products and services. The core mission of business does not automatically guarantee a corporate member with a common objective. Values established by the company code of conduct for employees defined in an extremely successful and the objective pursuit.Third, it helps to improve the all quality and foster corporation. The composition of the corporate culture includes ideology, culture, technology, culture, management culture, quality culture and entertainment culture. On the one hand, the culture of integration promotes the improvement of the quality of the entire staff. Because the influence of a common culture, the formation of a common awareness and behavior-oriented preserves and maintains the unity, cooperation, the harmony between employee relations, the objective to strengthen the unity, the overall development of the performance.3, the business culture is a kind of meaning. It is different from the surrounding environment of the enterprise as a system. Its internal mechanisms of the coordinated operation of the corporate culture can not be separated. On the one hand, a direct effect on corporate culture, employee code of conduct, professional ethics and clip point, nurture and develop the corporate culture, which improves the cohesion and solidarity, increasing employee’s satisfaction, sense of identity and belonging. On the other hand, the corporate culture of the major decisions of business, the company's long-term goals and strategies as well as the implementation of rules and regulations have not be underestimated.Second, the Building of Corporate Culture, the Need forChangeIn the 21st century, the enterprise culture of Chinese business faces multiple challenges: the arrival of knowledge economy, the corporate culture, the question ofhow to enhance the value of knowledge, knowledge workers how to deal with new issues; market-oriented reform, making the planned economy era the formation of corporate culture and old ways, old routines often fail; and the rise of network technology, but also for the birth of a new corporate culture provides a weapon. Sentence: mechanism changed, times have changed, technology has changed, so many companies are faced with reshaping corporate culture. Gerstner saved Big Blue, the first is to explicitly change the corporate culture of IBM's basic values, the creation of IBM's culture, which is "strive to win (Win)" "fast execution (Execute)" and "team spirit (Team) ". Gerstner said, " as IBM's leaders, of course you need to lead the planning and specific projects, but your responsibilities also include leading the staff, the establishment of work teams, and the creation of high-performance corporate culture." GE Jack Welch, former CEO also said: "Our vitality curve is able to function effectively, because we spent a decade in our enterprise to establish a performance culture."From our point of view of corporate culture development status, can only say that the end is still in a relatively level, the "corporate culture strategy" did not receive due attention, the cultivation of corporate culture, lack of guidance systems theory, corporate culture, most of the traditional culture in the enterprise the epitome of such enterprises often lack vitality, dead, suffering from a lack of excellent sense, may be severe centrifugal serious. Overall there are more defects in our corporate culturephenomenon with error, our corporate culture common errors are:1, the phenomenon of cultural obscurantism. Such phenomenon is common in those autocratic leaders or operational problems of the enterprise. Performance of the leaders of the extreme stress on certain cultural values, education and means to promote radical. It is because the causes of most of the leaders hope to achieve within the enterprise.2, no cultural phenomenon. Usually presents companies have a very strict system and the various rules and regulations. The system provides for employees to do and not do, but there is no clear cultural ideas and values advocate, neglect of education and training of employees. Such phenomena generate up to industrial manufacturingcompanies, most of the causes of quality is not high because the leaders themselves, or lack of understanding of corporate culture. Or want to cover up some kind of cult of the individual facts. Such enterprises are usually easy to produce leaders of the blind worship or silent on the situation.3, the ideal culture phenomenon. It is common in those with young people as the main force of the emerging entrepreneurial companies. Manifestations of these companies will make some unrealistic ambitions and cultural ideals, its advocacy of the concept will be a kind of beyond the enterprise to transform the world's sense of mission. "Great and empty," the slogan of the people beyond the reach; grand, lofty goals often lack a unified real objective basis. Most of the causes of such phenomena is that leaders have too lofty ideals and the lack of work basket for fruits of the spirit. Performance of the majority of such employees are passionate emotion, but may have overlooked the immediatesituation and today what to do evil.In addition, many corporate culture inhibits the human personality, in the enterprise is only concerned about people's "collective", denied the people's imagination and creativity, produced under the concept of small-scale production of "collectivism", it is difficult to form business cohesion.Now the competition is intense, and survival of the fittest as the new rules of the game, our company's corporate culture than the United States, Japan has lagged behind many, if not catch up now, defeat in the competition will be inevitable. Therefore, the new corporate culture and change the shape of a project is China's enterprises not wait for new topics.Third, the age of electronic commerce to shape and change our corporate culture, the idea of1, analysis of internal and external factors, refined culture and a culture of innovation speedIn the era of e-commerce business to choose what kind of a core value is to create the most important issue of corporate culture. Information economy is the "speed economy", the speed has become a tool to improve competitiveness. The emergence of the Internet makes the world changes faster and faster, can be described by leapsand bounds. Internet-based e-commerce can thus quickly understand market information, quickly and easily collect customer needs, extensive product information, complete the online transactions in real-time settlement, a large number of business activities can be instantaneous, the production efficiency has been greatly to improve. In short, information technology and network technology makes extensive use of e-commerce enterprises to enter the market, the threshold can begreatly reduced. Now the world is talking about innovation, because in today's economic environment, the only constant rule is everything is changing. In this regard, any organization or business if you do not always change and innovation, it is impossible to maintain their competitive advantage. "No innovation, on the death", innovation has become a corporate existence and development of important, and that only through its own innovation and certainty in order to deal with the uncertainty of rapid change. In the information context, the role of innovation has been an unprecedented strengthening, and sublimated into a social theme. In the age of electronic commerce, innovation has become the source of the vitality of enterprises, the traditional production scale, cost advantages and other factors will not decide the future, companies only through continuous innovation to survival and development. Conservative and conservative, is simply not in the fierce market competition based on the enterprise in the future in order to have a place in the global competition, we must break through the traditional idea of imprisonment and mindset, bold innovation, firmly grasp the ever-changing business opportunities.2, new ideas, to shape employee behavior.Shaping the behavior of employees is a corporate culture an important part. For those who play the leading role in e-commerce companies, the most is neither a shortage of raw materials, nor money; neither the technology nor the emerging markets, but lack of talent. The twinkling of an eye and talent for the future to plug the wings of imagination. ? McKinsey & Company, president of the United States Ed Michaels said: "is not difficult to raise funds, a smart business strategy can be imitated.Technology half-life has been shortened for many of today's companies, talent is the primary competitive advantage factor. " Today, managers realize that in today'seconomic globalization, e-commerce and network speed of the global market, ownership of talent from the established elite business decisions quickly is critical. E-commerce businesses depend on employees' ingenuity and initiative to make closer to consumers, the decision to market faster response.E-commerce, focusing on service, but electronic means. E-commerce can also be said of electronic services, the Internet to the service of humanity, the core service is not technology, but the corporate culture, quality of the staff; Internet economy is the service economy, rather than the technical and economic, the network platform for consumer transactions, environment is not a merchandise display; manufacturers not simply suppliers or vendors, but service providers, who have better service than anyone else, who earn more money.In the new e-commerce environment, the most successful companies in the past only to give new employees to enjoy the respect of customers: their equality through the creation of an elite management system to meet the employees engaged in meaningful work and the desire to create wealth. They generously reward employees for good performance, not just cash, but also allow them to have ownership of enterprises, 3, the leader personally, keep valuesIn decision-making behavior in e-commerce businesses, innovation is very important. First, the organizational structure to be from the original pyramid, top-down, hierarchical control structure of the network to the new organizational structure transformation. Second, the management focus from capitalmanagement to knowledge management. Knowledge management is the use of collective wisdom to improve responsiveness and innovation. Third, the new management ideas and methods are emerging. In the information age and network conditions, the new economy and created many new management ideas and management methods, such as flexible manufacturing, distributed manufacturing, agile manufacturing, business process reengineering, learning organizations, manufacturing resource planning and other new ideas and new methods .The founder of e-business and business operations will encounter variousunexpected difficulties and frustrations: such as financial risk, trading risk, and increasingly competitive market, if subjected to any eventuality, no toughness will completely collapse. Therefore, entrepreneurs should be afraid of failure, afraid of setbacks and indomitable courage, devotion to the cause should be, afraid of risk, risk-taking spirit.电子商务企业文化重建随着网络时代电子商务大规模发展，电子商务企业文化随之产生，它在一个企业产生一种新的价值观，使企业内部资源得到从新整合，在为企业降低交易成本，提高效率，缩短生产周期等诸多好处的同时，也对已有的企业文化发起了挑战。

企业文化用语英文翻译标准文本————————————————————————————————作者：————————————————————————————————日期：ﻩ企业文化用语英文翻译标准文本一、理念体系部分1、追求全球技术领先，实现宗申精良制造；Wｅpursuｅｇlobａｌｌeａdershｉｐiｎｔeｃhnology and ｌｅan maｎufaｃｔuri ｎg.2、实现个人、企业、社会的和谐发展；We valuｅthｅｈａrｍonyａmoｎg ｔｈe ｉnｄividual,ｂusiｎess aｎd sｏｃietｙ.3、求真务实，科学创新;Our ｂusiness is driven by inｔeｇrity anｄｉnnoｖatiｏn.4、敬业、拼搏、创新;Dｅｖotiｏn, Pｒoｆessｉon and Innovatｉon5、生产组织最优化、制造价值最大化;Ｏptｉmｉze tｈｅorgaｎｉzaｔiｏn oｆｐrｏduction；Mａxiｍｉzｅthｅｖaｌue of manufactｕring.6、终结组装旧模式、开启制造新时代Teｒｍinaｔe tｈe old mｏde oｆassembｌing, ｉniｔiate a nｅｗeｒa oｆmaｎufactｕｒing.７、制造理念Ｍanufaｃture philｏsoｐhy精良制造,制造精品；Lean manufａctuｒiｎg maｋｅs eｘcellenｔｐｒoｄucts．8.国际合作精良制造Internatioｎal coｏpｅration bｒings leaｎmａnufacturing9、把好质量每一道关;Quａlity ｃｏmes fｒom the care oｆｄeｔａiｌs．10、要经营企业、先经营团队Bｅfore mａnagｉng ｙour bｕsiness, ｍanagｅyour people first.11、质量铸就品牌、服务赢得市场Braｎd is crｅatｅd by ｑｕａｌity, market iｓgainｅd by servｉｃe.1２心存壮志建百年企业、脚踏实地树一流品牌Makｅa centenniａl Zoｎgｓhen aｎｄworｌｄ-class ｂrands.１3、过程定成败，结果论英雄;Ｓuｃcess is achｉｅｖｅｄiｎtｈｅpｒocｅｓs butａwiｎneｒis ｊｕｄged by reｓultｓ.1４、细节决定成败,过程决定结果。

corporate culture翻译Corporate culture（企业文化）是一家公司或组织内部的基本概念、思想观念、价值观念、行为准则和目标，以及整体遵循的规范。

这些概念是由企业的管理者在创立企业时定义的，并在企业环境中不断发展和变化。

企业文化可以看做是一种集体意识形态，它由员工共同分享的价值观、行为准则和信仰构成。

企业文化的发展主要受企业的组织结构、管理方式、市场状况和外部因素的影响，而且还受到员工的思想观念、社会背景和文化氛围的影响。

企业文化的特点是博大精深、多样化，具有复杂多变的结构和功能，它决定了企业的发展方向、激励机制、人际关系、决策风格以及企业文化的形成。

企业文化不仅影响着企业的经济发展，而且也影响着企业的战略和管理。

企业文化的形成是一个复杂的过程，对于企业而言，只有通过构建有效的企业文化，才能使企业走上正确的发展之路，为企业带来更多的益处。

企业文化具有很强的感染力，它可以影响企业员工的行为和思想，从而影响企业整体的文化氛围。

企业文化可以给企业带来许多好处，比如能够激发员工的积极性、提高企业形象、增强企业凝聚力等。

企业文化是企业发展的核心动力，它可以帮助企业实现其发展目标，指导企业的行为规范，促进企业的和谐发展。

企业文化的形成与发展是一个复杂的过程，需要企业管理者明确企业的发展方向，建立一套有效的企业文化体系，以激发企业员工的积极性，为企业带来发展机遇。

从企业文化的角度来看，它是企业发展的重要基础。

企业文化的实施可以增强企业的凝聚力，激发员工的积极性，提高企业的效率，促进企业的和谐发展，有利于企业的可持续发展。

总之，企业文化是企业发展的重要基础，是企业发展的核心动力，是企业发展成功的关键因素。

企业文化的发展对于企业而言，至关重要，企业管理者应该认真思考，建立一套有效的企业文化体系，把企业文化融入到企业的日常管理运作中去，从而把企业文化落实到实践中，提高企业的整体素质，为企业的可持续发展提供坚实的保障。

《广告翻译》大纲及教案一、课程简介1. 课程目标：让学生掌握广告翻译的基本原则和技巧。

提高学生对广告文本的理解和翻译能力。

培养学生具备跨文化交际意识，能够根据目标受众调整广告翻译。

2. 适用对象：本课程适用于有一定英语基础，对广告翻译感兴趣的学生。

3. 教学方法：采用讲授、案例分析、小组讨论、实践操作等教学方法。

二、教学内容1. 广告翻译的基本原则：忠实于原文，保持广告的原意和风格。

语言简练明了，易于理解。

符合目标市场的文化背景和消费习惯。

2. 广告翻译的技巧：词汇选择：根据广告的目的和语境选择合适的词汇。

句式结构：采用简洁明了的句式，避免过长的句子。

修辞手法：运用各种修辞手法，增加广告的吸引力和说服力。

三、教学安排1. 第一周：广告翻译的基本原则和技巧讲解。

2. 第二周：案例分析，分析经典广告翻译案例，讲解其中的翻译策略。

3. 第三周：小组讨论，学生分组讨论广告翻译中的实际问题，分享讨论成果。

4. 第四周：实践操作，学生分组进行广告翻译实践，老师点评并指导。

四、教学评估1. 平时成绩：包括课堂参与度、作业完成情况等，占总成绩的30%。

2. 案例分析报告：学生在第二周完成后提交案例分析报告，占总成绩的30%。

3. 广告翻译实践：学生在第四周完成后提交翻译作品，占总成绩的40%。

五、参考教材1. 《广告翻译》，作者：，出版社：北京出版社，出版日期：2024年。

2. 《广告翻译实务》，作者：，出版社：上海出版社，出版日期：2024年。

六、教学活动1. 课堂讨论：组织学生就广告翻译的案例进行深入的讨论，鼓励他们提出自己的观点和见解。

2. 小组合作：将学生分成小组，让他们共同完成一项广告翻译任务，培养他们的团队合作能力。

3. 角色扮演：让学生扮演广告翻译人员，模拟实际工作场景，提高他们的实践能力。

七、教学资源1. 网络资源：利用互联网为学生提供丰富的广告翻译素材，让他们了解更多相关知识。

2. 案例库：收集各类广告翻译案例，为学生提供实践参考。

企业文化翻译标题：企业文化翻译引言概述：在全球化的背景下，企业之间的跨文化交流变得越来越重要。

而企业文化作为企业的核心价值观和行为准则，对于跨国企业来说，如何准确地翻译企业文化成为一项具有挑战性的任务。

本文将从五个大点出发，详细阐述企业文化翻译的重要性、挑战、方法和实施。

正文内容：1. 企业文化翻译的重要性1.1 提升企业形象1.2 促进跨文化交流1.3 增强员工凝聚力1.4 拓展国际市场1.5 传递企业核心价值观2. 企业文化翻译的挑战2.1 语言和文化差异2.2 行业特定术语2.3 文化隐喻和象征2.4 社会和法律背景2.5 文化敏感性3. 企业文化翻译的方法3.1 专业翻译团队3.2 适应目标文化3.3 采用文化本土化策略3.4 确保信息准确性3.5 定期更新和审校4. 企业文化翻译的实施4.1 制定翻译策略和计划4.2 与翻译团队密切合作4.3 确保翻译质量4.4 进行文化适应性测试4.5 持续改进和反馈5. 总结：综上所述，企业文化翻译对于跨国企业来说具有重要意义。

通过准确翻译企业文化，企业能够提升形象、促进跨文化交流、增强员工凝聚力、拓展国际市场以及传递核心价值观。

然而，企业文化翻译也面临着语言和文化差异、行业特定术语、文化隐喻和象征等挑战。

为了应对这些挑战，企业应该选择专业翻译团队，并采用适应目标文化、本土化策略等方法。

在实施过程中，制定翻译策略和计划、与翻译团队密切合作、确保翻译质量以及进行文化适应性测试等步骤也是至关重要的。

通过持续改进和反馈，企业能够不断提升企业文化翻译的效果和质量。

第六章汉语广告口号与广告文案的英译概述广告(advertising)按其汉语字面意思理解，即是“广而告之”的意思。

广义上说，广告是向大众传播信息的一种手段；狭义上说，广告是一种付费的宣传手段。

中国大百科全书出版社出版的《简明不列颠百科全书》对广告所下的定义是：“广告是传播信息的一种方式，其目的在于推销商品、劳务，影响舆论，博得政治支持，推进一种事业或引起刊登广告者所希望的其他反应。

广告信息通过各种宣传工具，其中包括报纸、杂志、电视、无线电广播、张贴广告及直接邮送等，传递给它所想要吸引的观众或听众。

广告不同于其他传递信息形式，它必须由登广告者付给传播信息的媒介以一定的报酬。

”这一广告显然已不能满足当代广告所有的特点，至少，网络也早已成为一种重要的广告媒体。

广告作为商业活动的一个重要组成部分，在商业活动中发挥着至关重要的作用，与商业行为有着密不可分的关系。

随着全球商业活动日新月异的快速发展，广告业已经发展成为一个庞大的产业链条，成为一门涉及众多领域的交叉型学科。

整个世界的广告费用在近年已相当浩大，每年高达数千亿美元。

按国民人均计，美国在1900年的人均广告费仅为5．91美元，而在1976年为155．34美元，到1981年则达300美元，而到1989年美国广告费已高达1100多亿美元。

广告具有各种各样的功能：（1）广告可以推动商品经济和物质文明的健康发展当今时代，广告事业的发展水平已经成为衡量一个国家或地区经济发展水平的一个主要标志。

目前，我国国民收入和社会零售额以每年15%的速度向前发展，而广告营业额的增长速度则高达每年30%，这不仅说明我国市场经济正在迅猛发展，同时也说明广告业在我国经济发展中的作用越来越大。

（2）广告可以提高企业竞争实力、促进企业经济效益西方广告界有句格言：“推销产品而不做广告，犹如黑暗之中暗送秋波。

”企业生产和经营的目的是经济效益，所以企业的竞争就是市场的竞争，而要想占领市场就离不开广告宣传的参与。