广告类英文文献

高中英语作文：Advertisements(广告)高中英语作文：Advertisements(广告)（通用35篇）无论在学习、工作或是生活中，大家都接触过作文吧，借助作文人们可以实现文化交流的目的。

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高中英语作文：Advertisements(广告) 篇1nowadays, more and more advertisements appear on newspapers, broadcasts,magazines as well as streets. people have different views on advertisements.some people think advertisements can help people to have a wide choice of goods and they help consumers know the goods and businessmen better. the consumers can gain not only knowledge of goods but also artistic enjoyment.contrary to those people, many others think advertisements are very unpleasant.consumers are often cheated by the false advertisement on which consumers always waste a great deal of time. what is more, consumers fell annoyed to be interrupted when they are watching tv plays. so advertisements should be limited.but whether you like it or not, advertisements have become a part of our life.现在越来越多的广告出现在报纸、广播、杂志甚至街头，人们对此有不同的看法。

When it comes to writing an English essay about types of advertisements,its important to consider the various forms that advertising can take,the impact it has on society,and the strategies used to create effective ads.Heres a structured approach to writing such an essay:Introduction:Begin by introducing the topic and explaining the importance of advertising in todays world.Mention that advertising is a crucial tool for businesses to promote their products and services.Body Paragraphs:1.Print Advertising:Discuss the traditional forms of advertising such as newspapers,magazines,and billboards.Explain how these mediums have evolved with the advent of digital printing and the internet.2.Television and Radio Advertising:Describe the power of visual and auditory elements in TV and radio ads.Discuss the impact of these ads on consumer behavior and the strategies used to capture audience attention.3.Digital Advertising:Explore the rise of digital advertising,including online banners,social media ads,and search engine marketing.Analyze the effectiveness of personalized ads and the use of algorithms to target specific demographics.4.Mobile Advertising:Discuss the increasing prevalence of mobile devices and how advertisers have adapted to this trend.Mention the use of mobile apps and the challenges of intrusive ads on user experience.5.Outdoor Advertising:Describe the use of public spaces for advertising,such as transit systems and public squares.Discuss the environmental and social considerations of outdoor advertising.6.Product Placement and Sponsorship:Explain how brands integrate their products into movies,TV shows,and events. Discuss the ethical considerations and the potential for consumer manipulation.7.Influencer Marketing:Describe the role of social media influencers in promoting products and services. Analyze the trust factor and the authenticity of endorsements by influencers. Conclusion:Summarize the different types of advertising discussed and their impact on society. Reflect on the future of advertising and how technology might shape it.Word Choice and Language:Use descriptive language to paint a vivid picture of each type of advertisement. Employ persuasive language to discuss the effectiveness of different advertising strategies.Include technical terms relevant to the advertising industry,such as clickthrough rates or brand awareness.Citations and References:If youre using specific examples or data,be sure to cite your sources properly. Reference industry reports or academic studies to lend credibility to your essay.Remember,the key to a successful essay is to provide a balanced view,supported by evidence,and to engage the reader with clear and concise writing.。

英语四级作文广告类模板Advertising is a powerful means of communication that reaches out to consumers, informing and persuading them to make purchasing decisions. 广告是一种强大的传播方式，可以触达消费者，向他们提供信息并说服他们做出购买决策。

When done effectively, advertising can create awareness, build brand loyalty, and ultimately drive sales. 当广告做得有效时，可以创造意识，建立品牌忠诚度，最终推动销售。

One of the key components of a successful advertising campaign is the choice of advertising channels. 一个成功广告活动的关键组成部分之一是选择广告渠道。

With the rise of digital marketing, advertisers now have a plethora of options to reach their target audience, whether it be through social media, search engines, or online display ads. 随着数字营销的兴起，广告商现在可以选择多种选项来触及他们的目标受众，无论是通过社交媒体、搜索引擎还是在线展示广告。

However, traditional forms of advertising such as print, radio, and television still hold sway in reaching a wider audience and garnering mass appeal. 然而，印刷品、广播和电视等传统广告形式仍然在触达更广泛的受众和获得大众吸引力方面占据主导地位。

广告论文简要概述英文版Advertising Paper Brief OverviewAdvertising is a form of communication with the goal of influencing or persuading an audience to purchase or take action towards a particular product or service. It is a powerful tool in the marketing mix, helping to increase sales and brand awareness. In this paper, we will examine the various aspects of advertising including its history, laws and regulations, target audience, messaging, and effectiveness.History of advertisingAdvertising has been around for centuries, with its earliest forms traced back to ancient Egypt, Greece, and Rome. These early ads were mostly in the form of public announcements made by town criers or merchants on the streets. In the 19th century, advertising began to take on a more sophisticated form with the rise of newspapers and magazines. The first advertisement in a newspaper was published in 1704, and by the late 1800s, advertising agencies were beginning to emerge.Laws and regulationsAdvertising is subject to laws and regulations in many countries around the world. These laws help to protect consumers from false or misleading claims and ensure that ads are truthful,fair, and not offensive. For example, the Federal Trade Commission (FTC) in the United States oversees the rules and regulations surrounding advertising, including the use of endorsements and testimonials, claim substantiation, and disclosure requirements.Target audienceOne of the key aspects of advertising is understanding and targeting the right audience. By defining the target audience, advertisers can create more effective ad campaigns and reach the people who are most likely to purchase the product or service being advertised. This involves identifying the demographics, interests, and behavior of the audience, as well as the channels through which they consume information.MessagingThe messaging in an ad is also crucial in determining its effectiveness. Advertisers need to create compelling and engaging content that resonates with the target audience. This requires understanding the pain points and desires of the audience and creating messaging that speaks to those emotions. The tone, voice, and visuals used in the ad are also important in creating a memorable and impactful message.EffectivenessThe effectiveness of advertising is measured through various metrics, such as conversion rates, impressions, and return oninvestment (ROI). Advertisers use these metrics to determine the success of their ad campaigns and make adjustments to improve performance. However, measuring the effectiveness of advertising can be challenging, as it is often difficult to attribute sales directly to a particular ad.ConclusionAdvertising is a powerful tool in the world of marketing, helping to increase sales and brand awareness. It has a long history, and is subject to laws and regulations in many countries. To create effective ad campaigns, advertisers need to understand the target audience, create compelling messaging, and measure the effectiveness of their ads. By doing so, they can achieve their marketing objectives and drive business growth.。

广告类型的英语作文In the contemporary era, advertising has become an integral part of our daily lives, influencing our perceptions, choices, and behaviors. Advertisements, ranging from billboards to television commercials and online pop-ups, are designed to promote products, services, and ideas. This essay willexplore the various types of advertisements and their impact on society.Firstly, there are commercial advertisements, which are the most common and are primarily focused on selling products or services. These ads use catchy slogans, jingles, and visualsto create a lasting impression on the consumer's mind. They often employ celebrities or relatable characters to enhance their appeal. The impact of commercial ads can be significant, as they can shape consumer preferences and drive sales.Secondly, public service advertisements (PSAs) are designedto raise awareness about social issues, promote health and safety, or encourage charitable giving. Unlike commercial ads, PSAs do not directly sell a product but instead aim toinspire action or change in public behavior. They can behighly effective in educating the public about important causes and driving social change.Another type of advertisement is political advertising, which is used during election campaigns to influence voters. These ads can take various forms, from television spots to socialmedia posts. Political ads are strategic and often target specific demographics, using persuasive language and emotional appeals to sway public opinion.The advent of digital technology has given rise to a new type of advertising: online and mobile ads. These include search engine ads, social media ads, and mobile app advertisements. Digital ads are highly targeted and can track user behavior to deliver personalized content. They have transformed the advertising landscape, offering greater reach and precisionin reaching specific audiences.However, the pervasiveness of advertising has also raised concerns about its impact on society. Critics argue that advertising can promote materialism, unrealistic beauty standards, and consumerism. Moreover, the invasion of privacy through targeted online ads has sparked debates about the ethical use of personal data.In conclusion, advertising is a powerful tool that shapes our world in various ways. While it plays a crucial role in the economy by promoting trade and services, it also has the potential to influence societal values and behaviors. As consumers, it is essential to be aware of the effects of advertising and to critically evaluate the messages we are exposed to daily.。

Stylistic Analysis of AdvertisementsThis paper gives an overall analysis of advertisements from the aspects ofstylistic analysis (phonology and graphology, elision, sound patterning, onomatopoeia, markers)and lexical choice and contextual analysis (medium of communication and role-relationship) by the application of modern linguistictheory and stylistic analysis pattern in order to find out the general stylistic characteristics of commercialadvertisements. This paper can help readers better understand and appreciate the language of sports advertisements.With the development of globalization and industrialization, more and more goods are produced in the world day byday; as a result, advertisement plays an important role in selling products. It is an art of language using various kinds ofdevices. The advertisements have achieved amazing effects on persuading consumers to buy the products. At the same time, it has also formed its special style and the language used in the advertisements is different from other styles. Its function is to “attract attention, arouse interest, stimulate desire, create conviction and get action.” It is a kind of loadedlanguage with persuasive power. Advertisements can be taken on magazines, newspapers and TV. No matter wherepeople are----on the buses or subways or during the break time or after meal----, they can get whatever information theywant. Generally speaking, the language of advertising, mainly ofso-called loaded languages, must be a language of immediate impact and rapid persuasion. It must bring the advertised products into attention, stress their qualities in the most attractive way, clearly outline the reasons for buying them, and preferably leave a memorable echo of what has been said about the products ringing in the reader’s mind.1.At the Phonology LevelLinguistic Description refers to the exploration and classification of linguistic features of a given text and the linguisticfeatures are reflected by style markers which are linguistic items that only appear, or most or least frequent in a text,representing a particular variety or literary genre .The analysis of stylistics in this level aims at providinga methodology of analysis which includes four aspects: graphology, lexicology, syntax, grammar and semantics. Thedetailed analysis will lead to more accurate understandings of the language in order to let the readers better understandthis variety.1.1Sound PatterningSound patterning: refers to the matching of identical or similar sounds between two or more words. Sound patterning occurs among contents and words which are not far away from each other. English words may consists of one or more syllables. The structure of an English monosyllabic words. The structure of an English monosyllabic word can be represented as CVC, with V standing for vowel, and C for consonant, the number of which varies from 0 to 4 .CVC: AlliterationCVC: AssonanceCVC: ConsonanceCVC: Reverse RhymeCVC: PararhymeCVC: RhymeSound patterning is not only a source of aesthetic satisfaction, but also a phonological means of emphasis, establishing relationship between the patterned words. Chomsky and Halle represent speech sounds as bundles of plus-or-minus valued features (e.g. vocalic, high, back, anterior,nasal, etc.) The phonological component of each lexical entry is considered to be a linear sequence of these feature bundles. A number of context-sensitive rules transform the underlying form of a sequence of words into the final phonetic form that is uttered by the speaker. These rules are allowed access to the tree structure that the syntax is said to output. This access allows rules that apply, for example, only at the end of a word, or only at the end of a noun phrase. And alliteration is widely accepted in the sports advertisement or brand name as a tool to enhance memory.And it also sound very interesting.So, I’ve compiled a list of examples of alliteration used for commercial purposes.American AirlinesBurberryCoca-ColaFedExPolo (by Ralph Lauren)Ted TalksA TailOf Two CitiesDriven To DistractionGood to Great[The] Great GatsbyPride And PrejudiceAlibabaCitySearchGoogleTwitterYouTubeWish You Were HereBaby BoomersBB Gun1.2OnomatopoeiaSome words as bang, hiss, sizzle, moo, are said to be onomatopoeia, or echoic,i.e.,their sounds are imitative of their senses; but the relationship between the sound and sense of a word is weakly iconic, some linguists have rightly pointed out that “onomatopoeia”is actually the mutual reinforcement of sense by sound and sound by sense.2.At the Lexical LevelLinguistic Description refers to the exploration and classification of linguistic features of a given text and the linguisticfeatures are reflected by style markers which are linguistic items that only appear, or most or least frequent in a text,representing a particular variety or literary genre The analysis of stylistics in this level aims at providinga methodology of analysis which includes four aspects: graphology, lexicology, syntax, grammar and semantics. Thedetailed analysis will lead to more accurate understandings of the language in order to letAdvertising language is marked by a wealth of adjective vocabulary, and a poverty of verb vocabulary.” Among the highly frequent key words are：delicious，latest，up-to-date，fragrant, charming, attractive, long-lasting, unique, perfect，etc. In order to stress the uniqueness or novelty of a product advertisers resort toneologism, and improvised adjectival sructures.2.1Using a lot of general and vague wordsIn ordinary daily exchange , clichés and general or vague words are often used when there is no need for saying anything original, or when the speaker doesn’t know how to express exactly what he wants to say, or when he simply wants to maintain the informal atmosphere of a conversation. Common vague or general words are: t hing , stuff, things like that , got , do, nice , thingummy, what-do- you –call-it, what’s-her-name, etc. The vague nouns are substitutes for names not recalled, that is , they are used instead of nouns that one cannot remember.A word is GENERAL when it refers to a group or objects or a class of objects or action. General terms are preferred, when there is no need for specification, or when the user wants to leave things vague for some reason.Such as the BMW advertisement on 2010 London Olympics;SOMETIMES PERFORMANCE WINSSOMETIMES BALANCESOMETIMES AGILITY WINSSOMETIMES CONTROLWHAT ALL WINNERS HAVE IN COMMON iSJOY.On this advertisement,SOMETIMES is a vague, this word can refer to the athletes both the cars have those excellent performance. Using this vague word, can 突出产品的优点。

文献信息：文献标题：Effectiveness of brand placement: New insights about viewers（软广告的效果：观众的新见解）国外作者：Jean-Marc Lehu，Etienne Bressoud文献出处：《Journal of Business Research》, 2008, 61(10):1083-1090字数统计：英文3592单词，19084字符；中文5823汉字外文文献：Effectiveness of brand placement: New insights aboutviewersAbstract Since traditional media have become saturated, the technique of product placement has been attracting growing interest. This research explores new insights concerning viewers' reactions during a second viewing of a movie. A sample of 3532 French viewers of DVDs has been used to link the way the movie was chosen, viewed and appreciated (or not) with a spontaneous brand placement recall, the day after the film was watched at home. Results make a contribution to strengthening professionals' interest in the technique, and to adding to academic knowledge of the topic. A first viewing of the movie at the cinema improves brand placement recall, as does watching the movie at home on a large home cinema screen. Such an improvement also occurs when a DVD movie is chosen either because of the movie director or when the viewer likes the movie.Keywords Consumer; Product placement; Brand placement; Movie; Film; Branded-entertainment; Spontaneous day-after recall1. IntroductionProduct placements (a product and/or a brand intentionally placed in a culturalmedium) are mushrooming in movies nowadays. Those products are part of a so-called product placement deal. Product placement in movies has become a communication technique which is used more than ever by advertisers (Karrh et al., 2003; PQ Media, 2007). A recent Association of National Advertisers (ANA) survey indicates that 63% of the American advertisers who responded already integrated product placement actions in their communication plan, 52% specifying that financing for those actions had been transferred from their TV advertising budget (Consoli, 2005). A great deal of research is already devoted to product placement in all its forms (Nelson, 2002; La Ferle and Edwards, 2006; Gupta and Gould, 2007) and more specifically to product placement in movies (Karrh, 1998).2. Brand placement in moviesSince the first brand placements appeared in novels two centuries ago, they have developed with the movie industry (Turner, 2004; Newell and Salmon, 2004). Product placement is a crossbreed technique, that combines different communication techniques into one, taking place in a cultural and/or entertainment environment. Placing a product consists of putting a product and/or a brand into a movie scene where it can be seen and/or its name heard. The placement can either be paid for by the advertiser or be part of a barter deal concerning products and/or services such as logistics facilities (Karrh, 1998). Mainly since the end of the 1980s, several papers contribute to a better understanding of this communication technique which is dubbed hybrid by Balasubramanian (1994) since brand placement puts an ad message in entertainment medium. Its positive effect on attitude (Fontaine, 2005; Redondo, 2006) and especially its potential impact on brand recall (Brennan et al., 1999; d'Astous and Chartier, 2000) represent the main core of the research knowledge.2.1. The reasons for product placement growthConfronted with the fragmentation of media and their audiences on the one hand (Deloitte, 2005) and with the rise of electronic video devices allowing viewers to skip commercials (O'Neill and Barrett, 2004) on the other, advertisers are increasingly seeking to re-establish the link between products and their consumers. As brandplacement in movies seems to be well accepted (O'Reilly et al., 2005), sometimes less expensive than a 30-second TV spot and also more effective (Jaffe, 2005), this communication technique is becoming more frequently used. Ways of placing the brand may differ, but the main purpose of obtaining brand recall and improving brand image remains (Lehu, 2007). That is why Chief Inspector Clouseau drove a Smart car in The Pink Panther.Movies are not the only medium used for brand or product placement. Some can be found in television series or shows, theatre plays, songs, videogames, novels… (Kretchmer, 2004; Moser et al., 2004). The primary reason remains the same: generating complementary income for the author, the medium or the production on the one hand, while offering an opportunity of branded entertainment to the advertiser (Russell and Belch, 2005). Car makers were among the first to use the technique because of the potentially very large audience for a low cost (Parrish, 1976). Moreover the same movie can now be seen in theatres, on DVD, cable/satellite TV, syndication and reruns. Besides, building a fake car would be too costly for a production and somehow could appear too obvious to the audience (Moseret al., 2004).2.2. Modalities and effectiveness of a product placementResearch into product placement usually focuses on effectiveness or spectators' acceptance of this hybrid technique. Nevertheless, most research in this field explains and gauges effectiveness by the way the placement is made, meaning that most of the results show how the characteristics of the brand placement affect its effectiveness (effects from the placement). Balasubramanian et al. (2006) identify several measures of effectiveness: brand typicality/incidence, placement recognition, brand salience, placement recall, brand portrayal rating, identification with brand/imitation, brand attitude, purchase intention, brand choice, and brand usage behavior. Three placement modalities are usually distinguished: prominence, audiovisual and plot insertion. Prominent placements occur when the product is made highly visible by the virtue of the size and/or position on the screen or its centrality to the action in the scene (Gupta and Lord, 1998). The audiovisual characteristic refers to the appearance of the brandon the screen and/or to the brand being mentioned in a dialogue (Russell, 2002). Finally, plot insertion refers to the degree to which the brand is integrated into the story itself (Russell, 1998). Such research contributes to a better understanding of product placement effectiveness (V ollmers and Mizerski, 1994; Russell, 2002; Karrh et al., 2003; Bressoud and Lehu, 2007b), and more specifically brand communication effectiveness.Several researchers have worked on placement effectiveness, and still do, either in movie theatres (Ong and Meri, 1994) or in TV program, including series (Stern and Russell, 2004). However, even if they recognized that a movie placement has a first life in theatres and a second life in the home (V ollmers and Mizerski 1994), little research has focused on this topic (Brée, 1996). Research into product placement concentrates on placement conditions which can be partly controlled by the advertiser.2.3. Research objectiveBecause the link between a spectator's conditions of exposure and brand placement effectiveness cannot be controlled, less research focuses on this relationship. But a spectator's attitude influences such effectiveness (Johnstone and Dodd, 2000; Fontaine, 2002), and the advertiser could have chosen the movie on the basis of the attitude the story was supposed to generate. This primary analysis leads us to one goal: exploring the influence of the spectator's attitude on the effectiveness of a second life brand placement in a film on DVD watched in the home. This goal is achieved by explaining the effectiveness of the brand placement in terms of the spectator's attitude while watching the movie during this second viewing; the effectiveness is analyzed using an experiment with DVD viewers.3. HypothesesThe extent of spontaneous day-after recall (SDAR) in terms of number of brand placements seen on screen and remembered is used in this research as the measure of brand placement effectiveness. In determining this, the role of the consumer becomes pregnant, discussing how many brands a consumer should remember, given the conditions pertaining when he or she was exposed to the movie. The advertiser'sobjective is obviously to make sure that the consumer recalls the specific brand and that he or she does so regardless of the modalities of the brand placement.Four hypotheses have been formulated to link brand placement and the consumer who has been exposed to this communication technique. The first two hypotheses focus on this aspect, before and during the exposure to the movie. The last two hypotheses concentrate on the spectator's attitude towards the movie before and after viewing the movie in which brands are placed.3.1. Second life of the placementAmong the respondents, some may have seen the movie previously, in cinemas. （Johnstone and Dodd 2000) First test the hypothesis that SDAR might be higher if viewers were watching the movie for the second time. Unfortunately, they conclude that prior exposure has too little impact upon brand salience level to support this hypothesis. Their hypothesis is tested on a sample of 53 viewers. The present research employs a sample of 3532 viewers. A brand placement has several lives (Brée, 1996) which interact through the many viewings of the movie. Consequently: Hypothesis 1a. The extent of brand placement SDAR on DVD viewing is favorably influenced by a first viewing of the movie at the cinema.Consistent with this first hypothesis that links TV and theater, and the wish to focus on the TV second viewing, the difference of size of a TV screen, smaller than that of a theatre screen, must be considered. Two of the three modalities of product placement, plot integration and audiovisual remain the same whether the movie is shown on a theatre screen or on a TV screen. However, the third modality, prominence, may be drastically changed, given the difference in absolute screen size. Depending on the size of the screen, the product placement may appear less prominent on TV than on a cinema screen. Of course, the relative size of the placement in the movie scene always remains proportionally the same. In a cinema all the spectators are seeing the movie on a large screen, but this is not the case when it is viewed at home. However, pre-tests informed us that a certain number of viewers use video widescreen projection instead of a traditional TV set. This is not a problem ifthe size of the placement has no impact on its recall. Nevertheless, several researchers insist on the role of placement prominence (Gupta and Lord, 1998; Brennan et al., 1999; d'Astous and Chartier, 2000). They demonstrate that the more prominent the placement, the greater the impact. Thus the size of the placement in relation to the size of the screen – which is part of the placement prominence definition – influences the placement recall. This led us to question whether the absolute size of the placement could play the same role: that is, whether the larger the screen on which the respondents have been watching the movie, and thus the bigger the brand placement's appearance, would, via this prominence, result in better recognition and recall. Consequently:Hypothesis 1b. Watching the movie at home, on a large home cinema screen, improves the extent of brand placement SDAR.3.2. Spectator's attitude towards the movieThe two following hypotheses concern the choice of the movie and its appreciation.Some movie viewers choose their movie (in movie theatres or on DVD) because of the film's director (Ainslie et al., 2003). Those movie fans may be more interested than the average in the direction, the set and/or the acting, their supposedly higher attention could lead to a greater degree of SDAR for brand placements. The purpose of this hypothesis is not to analyze the impact of the director's contingent fame on the SDAR. All the selected movies could be considered as successful in their domestic market, but the fame of the director was obviously very different from one film to another. So the goal is just to identify the possible impact of the movie director, whoever he or she was. Based on a direct effect due to vigilance:Hypothesis 2a. Choosing a DVD movie because of the director improves the extent of brand placement SDAR.Fontaine (2002) shows that appreciation of a movie has a positive impact on attitude change. This result is still accurate for recall and then, for a viewer who has enjoyed the movie, details might be better perceived and then be better recalled. This hypothesis is also inspired by Johnstone and Dodd's work (2000) stressing the factthat placements could increase brand salience, and particularly so if the audience liked the movie. Consequently:Hypothesis 2b. The more the DVD viewers appreciate the movie, the more they spontaneously recall placed brands.4. Research designThis section presents the original method adopted of collecting data following a second stage viewing of a movie and the methodology used to test the four hypotheses.4.1. Data collectionThe purpose of this research is to innovate by using a large, convenient sample of video viewers questioned the day after watching a movie on DVD, when leaving one of the three French video rental shops chosen for the study. The intention is to collect answers from single respondents only. This means that the DVD viewers are each interviewed about one film only. The final sample includes 3532 video viewers questioned about one of the following 11 American movies: Men in Black II, Minority Report, Analyze That, Banger Sisters, Fashion Victim, Austin Powers in Goldmember, Johnny English, Intolerable Cruelty, Mr. Deed, Hardball and Paycheck. These movies were selected for the research because they were newly released DVDs (meaning heavy rentals during the data collection process), because they were successful and essentially because the placements were easily and clearly recognizable. This research covers a period from 2003 to 2005 partly because the decision to choose real motion pictures meant that they had to be selected carefully to ensure their maximal usefulness. All the brand placements identified and used in the research were strictly isolated, meaning that the link between an SDAR and a specific placement is exclusive, because each brand placement occurs just once in the movie considered. The movies have not been modified in order to control brand placements. This point was crucial to ensure that, during the interview with the respondent, questions were referring to the same brand placement. Furthermore, American movies represented 55% of the 2003 French DVD market by volume, and 69% by value(CNC, 2005).4.2. MeasurementsThe SDAR of each placement was added to calculate the extent of SDAR per movie for one respondent，that is the dependent variable. The previous watching of the movie in a cinema was measured by a dichotomous question. Respondents were asked whether they watched the movie on a TV or on a large home cinema screen. They were also questioned about the reasons for their DVD choice, which were considered as “director: yes or no”. Finally, appreciation of the movie was evaluated on a 0 to 20 scale (0 meaning a total dislike and 20 an absolute liking). The data collection process took place from January 2003 to February 2005 focusing on the selected just released DVDs. The questionnaire was systematically submitted to every person renting one of the DVDs employed in the research. Every respondent freely chose the movie he or she wanted to watch. Owing to the small size of the video clubs, their proximity and the appeal of the research subject, only six individuals refused to answer the questionnaire.4.3. MethodologySince the four hypotheses are not independent, all of them have been tested in the same model rather than individually. Hypotheses are validated using an ANCOV A, which allows us to study the simultaneous impact of each independent variable on the dependent variable. Independent variables are mentioned in each of the four hypotheses presented above. The dependent variable is the number of brands recalled by the respondent (SDAR) in one movie. A hypothesis is validated when the relationship between the studied variable and the dependent variable is significant, that is p-value is less than 5%, and produces the expected mean of the value. Because the number of placements varies from one movie to another (indeed from 4 to 22 in the movies considered), the total number of brand placements in the movie has been included in the model as a control variable.5. Results and discussionOf the respondents questioned, 34% noticed and, the following day, recalled at least one brand placement in the movie they watched. The size of the sample, 3532 DVD viewers, appears sufficiently large compared with the number of respondents surveyed in the reviewed research in this field, from 62 (Sabherwal et al., 1994) to 378 (Fontaine, 2002), to allow us to diversify spectators, movies and placement modalities. This seemed necessary partly to compensate for the constraints arising from the fact that, when using real movies rather than films created especially for the research or simply excerpts, researchers do not have full control of the placement modalities.First of all, according to the ANCOV A results, the control variable – that is the total number of brand placements in the movie –does not explain the degree of SDAR (probability associated is 0.88), which means that a profusion of brand placements does not automatically increase the number of brands recalled.5.1. Extended time potential for product placementBecause of the specific characteristics of DVD viewers, this research took place during a potential second exposure to product placements. Validating Hypothesis 1a (“Shown_Cinema—Yes” parameterN0; pb0.01) means that the respondents who have previously seen the movie in a cinema show more SDAR than respondents who have seen the movie for the first time on DVD. On the one hand, this analysis shows that product recall is stronger among viewers watching the movie on DVD a few months after viewing this same movie in cinemas. On the other hand, because some 15% of the respondents (representing 522 viewers) rented a DVD even after having seen the film in cinemas the previous year, this result supports the product placement professionals' view as well as the academic research which argues that the potential total audience could be far bigger than the one calculated from cinema tickets alone (Brée, 1996).Of the sample 17% saw the movie on a large screen (home cinema). Since the extent of SDAR was significantly greater among these 587 respondents, Hypothesis 1b is validat ed (“Projection—HomeCine” parameterN0; pb0.01). Indeed, the large dimensions of the screen allow the brand placement to appear significantly greater insize, that is more prominent, and hence to be more effective (Brennan et al., 1999; Astous and Chartier, 2000). Considering only the size of the placement, independent of its duration, placements seen for the first time at the movie theatre might be more effective than placements seen for the first time on a regular TV screen.5.2. Benefits from spectators' positive attitudeThe findings relating to choice of a DVD because of the movie's director support Hypothesis 2a (“Choice_Director—Yes” parameterN0; pb0.01). Logically, a movie fan who prefers a specific director is more alert to certain details, and thus to various brand placements. Nevertheless, the 10.4% of respondents who chose their DVD for this reason were knowledgeable about movie directing. They were attracted by the director's name, leading to a direct effect. For advertisers, these results therefore invite them to favor well-known and accomplished directors for their branded entertainment deal. This partly explains why the $25 million global product placement deal for Steven Spielberg's Minority Report appears quite suitable and logical (Lehn, 2005).Hypothesis 2b, about the evaluation of the movie by the respondents, is validated (“Evaluation_Rank” parameterN0; pb0.001). Here, also, such a validation means that the more the viewers liked the movie they watched, the better they recalled the brand placements. The validation of this hypothesis leads us to conclude that a positive environment influences the degree of SDAR for brand placements. Thus, not only are advertisers invited to select the type of movie in which to place their products and brands, bearing in mind their intended target audience, but they are also called upon to evaluate the chances of getting a good movie at the end. Some might hesitate when validating Hypothesis 2b about the liking of the movies, as the success or failure of a movie can rarely be predicted (Bressoud, 2007). Even if its components (theme, story, director, editor, actors…) seem to be a high quality combination during preproduction, numerous movies are ultimately what professionals call a bomb, becoming a real box-office failure.6. ConclusionThe marketing communications environment is increasingly using practicesborrowed from the entertainment business, to try to lure more complex and more marketing-aware targets towards an experiential consumption (Hackley and Tiwsakul, 2006). Recommending that advertisers consider as much as possible the viewer's characteristics in order to conceive their product and/or brand placement operations may sound technically difficult at first sight. But the consumer's identity and specific characteristics are becoming increasingly known, recorded and used. No doubt that, in a near future, producers and advertisers will be able to adapt the placements to the target, especially when the movie is watched on DVD. An interaction already occurs. The DVD main menu already offers the viewer a choice of version (short, long, director's cut…), type of screen (pan and scan or widescreen), language, subtitles… Advertisers sometimes request adaptations relating to areas where the movie is running in cinemas.Considering their real communication potential, product placement and brand placement in movies have become indisputably attractive techniques of branded entertainment. The deeper the research delves into its impact and its modalities of usage, the more product and brand placement is revealed as a sophisticated communication technique. This crossbred technique has been increasingly and legitimately appreciated by movie producers, communication consultants and of course advertisers looking to solve problems of media and audience fragmentation through new efficient ways of contacting and seducing their potential consumers. The new insights offered by this research will confirm the value of the technique for advertisers, as they can obviously count on repeated product exposure with a heightened impact as multiple opportunities to see the movie are offered to the consumer.中文译文：软广告的效果：观众的新见解摘要由于传统媒体趋于饱和，软广告已越来越广泛地被使用。

I. INTRODUCTIONAdvertising is part of the increased globalization of mass media — rapidly evolving into a truly global media village. Nowadays, thousands of firms are spending millions of dollars to influence people all around the world. The growth and expansion of firms operating internationally have led to the rise of the growth in international advertising. However, how to define a successful advertisement? It is generally agreed that an advertisement, if aiming to be successful, should be informative, impressive, and persuasive. Then, how to completely achieve these effects? The answer is: to know consumers’ wants. And how to know consumers’ wants? The answer is that the advertisements should aim to the cultures of target consumers.In most circumstances, we are relatively unaware of the tremendous impact our culture has on us. We automatically drive on the right-hand side of the road, try to arrive on time for appointments, and shake hands when we first meet someone. Without thought we react to our environment in a manner that is socially acceptable because that is how we have been socialized. Edward T. Hall points out, “No matter how hard man tries, it is impossible for him to divest himself of his own culture, for it has penetrated to the roots of his nervous system and determines how he perceives the world… people cannot act or interact in any meaningful way expect through the medium of culture”(Hall,1966: 177).When we move into another culture, we carry our culture with us, responding to the foreign environment in ways that would be acceptable in our own culture but that may or may not be acceptable in different surroundings.If one wants to understand and communicate with a culture, investigation of the values of people in that culture provides a promising starting point. Personal values are values that individuals believe that they hold as motivating factors in their life. Individuals often conceptualize these values as basic principles in their life and may ind eed use the term “value” to describe these basic motivators. Although cultural value orientations are not necessarily salient to an individual as a guiding belief, these orientations do have influences on individual behavior and these influences may be strong and pervasive. A value is a belief that is held very centrally and shapes a person’s attitudes and behaviors. In fact, a value is a standard to guide actions, attitudes, comparisons, evaluations, and justifications to self and others. Values play a key role when advertising.In this case, cultural values are of primary importance ininternational advertising, so knowledge and understanding of cultural values are essential to successful advertising. Failure to understand the cultural environment can lead to misunderstandings, miscommunications, and marketing failures. And trying one’s best to understand the cultural values better can lead him to be a successful businessman. Although there have been a great deal of interests in recent years in the relationship of consumer values to consumption, most of situations have dealt with personal values — consumer characteristics.With what stated above, we can easily summarize that cultural value influences advertising, and meanwhile, advertisements reflects the values of people in that culture. Many researchers have said that advertising shapes the way people live. Since we have contiguity with many products that were made in America, and American advertisements are widely known throughout the world, this thesis, therefore, would show how American advertisements reflect the American people’s characteristics or values.Chapter two will simply introduce the characters or values of the people in the United States, namely, pioneering spirit, materialism, individualism, asking questions, informality, less social distinction, honesty, frankness, and directness. And chapter three, with concrete examples of American advertisements from a variety of sources, discusses in details the reflection of the values of American people in the advertisements. Chapter four concludes the paper.II. AMERICAN CHARACTERS AND VALUES—A GENERAL REVIEWHistorically, because American people have come from so many nationalities, people of different races and of different sections in the United States have their own customs and attitudes. For example, the New Englander is described as stern and self-reliant, the Southerner as gracious and leisurely, and the Westerner as casual and friendly, most regional distinctions, however, have been gradually erased by modern transportation, communication, and mass production. The following part will summarize some of the main characters and values of the American people:The pioneering spirit of the immigrant is an important part of the American character.Most immigrants came to America voluntarily, and eagerly, in search of greater fortune and freedom. So the desire to become rich and undisciplined is especially noticeable throughout the nation. They are acquisitive and prepared to take the initiative, even when there is a risk in doing so. Americans like to believe that a difficult problem can be solved immediately; they take pride in meeting challenges and overcoming difficult obstacles. This can-do spirit has traditionally given Americans a sense of optimism about themselves and their country.“Success” in American society is often marked by the amount of money or the quantity of material goods a person is able to accumulate. A person accumulates money and goods by means of such valued qualities as hard work, cleverness, and persistence.As we know, the most notable American characteristic is individualism. Each person, Americans believe, has a worth simply because he is an individual. His ideas are important above all else. Americans generally believe that the ideal person is an autonomous, self-reliant individual. Most Americans see themselves as separate individuals, not as representatives of a family, community, or other group. They dislike being dependent on other people, or having others dependent on them.Americans are trained from childhood to question, analyze, and search. “Go look it up for yourself”, a child will be told.(Xu, 1993: 141) School tasks are designed to stimulate the use of a wide range of materials. Even in the primary grades, children are taught to use libraries, and to search for new ideas. And frequently one can find in America that junior staff members dare to challenge older executives or argue points with them. This is not to be considered an insult or loss of face to the older; nor i s it an indication of “no confidence”.American is clearly characterized by much more informality and less social distinction than many other countries. Often people see American men working at office desks in shirt-sleeves, sometimes without their ties. They may lean far back in their chairs and even put their feet on the radiator or desk while they talk on the telephone. This is not meant to be rude in America. And don’t be surprised if Americans do not shake hands. They often just nod or smile instead. A casual “Hi” or “How are you doing?” or “Hello” often takes the place of a formal handshake, but it means the same thing. Americans do not stick to one pattern.Americans have little feeling for “rank”, especially social rank. Most of them do not enjoybeing treated with special difference for age or position; it makes them uncomfortable. Social conventions show that social distinctions are becoming fewer and fewer in America.In the United States truth has a higher priority than politeness. Americans are taught from babyhood that “honesty is the best policy”. With them trust and truth are of paramount importance. If they say of a man “you cannot trust him”, this is one of the most damning statements that can be made about him.The frankness of admitting certain weaknesses is another characteristic of the American people. However, it’s better not to agree with him too quickly. For Americans, they think that it would be quite all right if they admit their weaknesses, but they consider it an insult for them to be pointed out by someone else.Americans may be direct to a point that would seem offensive in many other countries. In the U.S., however, people feel that by asking direct questions and making direct statements, they are demonstrating honesty.III. REFLECTION OF AMERICAN CULTURAL VALUES IN ADVERTISEMENTSIt is critical to be aware of the effects that values have on consumers in order to be successful within a given target market. Understanding values is extremely significant in the field of consumer behavior, and advertising will be based on understanding the values of target consumers. “U.S. advertisers now run up an estimated annual advertising bill of more than $212 billion; worldwide advertising spending exceeds $414 billion.”(Coen, 1999: 126) The following parts will give some typical advertising samples to show how they can reflect the culture value of Americans.3.1 Freedom and IndependenceMountains, an iconic picture of the eternally young and eternally immortal Marlboro Man. Through the political, economic, and religious philosophies there has grown the notion that the individual is important, that he should not be restricted, that in other words, he should have freedom. Without this freedom, the new land would not have been so attractive to the large numbers of them who came to live in it. Historically, America has allowed the freedom to differ, something vital in attracting members of different nationality groups. Without this value the country might still be sparsely settled. Freedom and independence as the absence of conditions which could restrict individual activity. They felt, for example, that there should be no excessive bail, fines, or punishments; that homes should not be searched without warrants; and that the government should not restrict freedom of religion, of speech, of the press, or of assembly. “One American is a free individual.”(Mencken, 1999: 2). T hat’s true. Americans follow their own inclinations and do everything at their pleasure. They also consider that lives are their own, no one can engage themselves to do what they do not want to do — Just like the Marlboro Man!The Sierra Club advertisement displays a man who looks very peaceful and invigorated by exploring a national park. This ad is focusing on two values that are important to most Americans: freedom; mastery and control. The advertisement makes the world look like a beautiful place. It sends a message stating that consumers should respect their freedom by enjoying the world around them. They are trying to get consumers to join the Sierra Club by recognizing the importance of freedom. The ad also focuses on mastery and control through the environment. The ad not only incorporates beautiful scenery to stress the importance offreedom, but the uses the environment to display the value of mastery and control.3.2 Competition and ActivityAlmost all the advertisements ofon the value — competition.Nike uses the famous slogan — “Just do it”, to encourage people not to hesitate to do, and not to fear of competition.Michael Jordan’s slam dunk gave us deep impressions. He flew high with his Nike “Jumpman” shoes to a cloud-capped basket ring to show that he was the winner of basketball. This advertisement challenged all the Americans, and this exaggerated action made millions of young men to be stuck on Nike.today’s society appearance, competition, beauty, and physical well-being are recognized highly by most consumers. The goal of Nike is to connect their product to the value of activity and youthfulness. Activity is defined to most Americans as keeping busy through physical or mental activity. Meanwhile, the advertisement demonstrates youthfulness. Americans focus on youth; they value being young mentally as well as physically. The ad does this by sending a message to the consumer that it is possible to remain youthful and competitive through physical activity and, of course, Nike products.“One American is a free individual; two are a competition;three are a contest.”(Mencken, 1999: 2)The American life is based on competition, and Americans are inherently competitive from an early age. The competitiveness may initially appear overbearing or rude at times to you, but it is an indisputable part of American culture.3.3 Achievement and SuccessThis is an Avery advertisement. It focuses on the value of achievement and success, which individuals have recognized as highly important both historically and presently. Americans strive for success, and historically, Americans admire a winner. Although this value hasdifferent meanings to different individuals it is often used in studying consumer behavior. This advertisement features a middle age businessman. However, to many Americans these characteristics represent a successful individual.3.4 Adventurism This Coca-Cola —n a sling. It says, “Unlike your co-workers, you like it when your butt’s in a sling.” And beside the Diet Coke feature, it says, “Got a taste for adventure? This is the year to discover what you’re make of. Why not baga peak, ski Devil’s Dare or bike your brains out. Do it just for the thrill of it all Diet Coke. You are what you drink.” Literally, this catchline tells us that if you are exploring, bring the Diet Coke with you. It can relax your nerves and can instill courage or energy into your lives. Most Americans seem to have some relationship with nature. In their blood, they like adventuring; they love to be a conqueror. They take almost every chance to adventure with sports and adventure with work.3.5 Open-mindedoriginal button-fly jeans. Among the best reasons for owning 501s, there is Reason No. 002, “That’s a dangerous place to put a zipper.” and Reason No. 031, “They’re even better the second day.” And in a TV spot a young man tooling around the Eastern European city of Prague emerged from the car wearing only a nylon jacket and boxer shorts. Why no Levi’s? Reason No. 007, “In Prague, you can trade them for a car.” Interestingly there was no number -one reason; the numbers and reasons were arbitrarily chosen by the advertising agency.Fido Dido ， of Cool”.One 7Up advertisement starts with a TV screen, which looks like signal-interfered. After several seconds, a 7Up symbolized red spot comes out, treads on the heels of the spot is Fido Dido — the brand icon. After seeing this scene, the signal-interfered screen disappears, instead is rapid flotation of air bubbles — yes, that’s the ai r bubbles in the 7Up clear lemon drink bottle not a signal-interfered screen!Surprise? Each American’s mind is open and wide, so they can make advertisementsdifferent.Traditionally, all the people in American are open-minded. They think differently and have much creativity. This value is also due to their pioneering spirit and informality.3.6 Humor and QuipIn the award-winning “Got Milk?” video advertisement, the agency discovered through inquisitional groups that people never thought of milk until they were about to run out of it, and they only drank it with something else, such as a brownie, cereal, or a cookie. With this premise the agency created one spot in which a young man has just taken a big bite out of a peanut butter sandwich when the phone r ings. “For $10,000, can you name the man who shot Alexander Hamilton?” He reaches for the milk to wash down the sandwich, but there are only a few drops left. He knows the answer — Aaron Burr —but all he can say is, “Awan Baa.”The advertiser indicates the theme exaggeratedly through a humorous and quipped way that if people do not drink their milk, lives may get dejected. The advertisement shows us something inessential about milk instead of using taste character as usual.Another example which can show Americans’ humor and quip is “Foster Farm chickens”, which featured two fugitive hens in the video. In one spot they crossed the California border and were stopped by a highway patrol officer, who shone a flashlight into the car and said, “Foster Farm chickens are never frozen. This looks like freezer burn to me.” “No!” squawked one of the birds, “it’s a curling iron accident.”The humorous dialogue just wants to tell consumers that Foster Farm chickens are never frozen. In the video, two counterfeit hens are debunked by a highway patrol officer also shows that the Foster Farm chickens’ idiosyncrasies are widely known.Americans are known as the optimists by all the people around the world. They are born with a sense of humor. The Americans not only know how to distinguish joke and seriousness, but also advocate carefree environment both in work and in life.IV. CONCLUSIONConsumers' background may influence the process of their cognizing the advertisement. And consumers may have different brandknowledge and familiarity.Advertisements are also cultural products, and culture provides the context in which an ad will be interpreted. Advertisers who overlook the influence of culture are bound to struggle in their attempt to communicate with the target audience.Advertising reflects its "own" culture. Budweiser's advertisement provides good example--"Whassup call waiting." In this ad, a telephone conversation between two TV-watching, beer-drinking friends is interrupted by calls from three other friends. This advertisement does not talk about beer, but only shows people shouting "Whassup!" and laughing. The advertisers only show the brand logo in the last scene. If international advertising is nothing more than a translation of domestic advertising, this translation would be very ineffective. I believe this advertisement would not be as successful in Asian countries as it is in America, because it only reflects young Americans’ culture, which may not be well-interpreted by Asian customers.In this thesis, I have presented some typical American advertisements to show their successful advertising strategies to the target market. Advertisements are a reflection of society. During the past fifty years advertisements have become an inseparable part of the life of consumers--everyone who has ever spent money in order to survive. The phenomenon of advertising exists in all market systems. The way it is regulated and thus is impacting the receivers varies from system to system, but it undoubtedly influences society to behave in a certain way. In a capitalist society, just like the United States of America, advertising creates the need for products and services that could be —rightfully so —indispensable or, more probably, just to enhance your lifestyle.Advertising has infiltrated every sphere of society: arts, culture, sport, fashion, politics and even religion, the reason being that no discipline can survive in a competitive market without advertising itself or being used by products as a vehicle to promote itself. It stands to reason that advertisements yield great economic and cultural power and significance in dictating norms, values, lifestyles and consumer trends.Advertisements have become a mirror of consumer needs and aspirations, but also a generator of higher ideals and wants. Advertisements are no longer just transmitters of functional product information but of social symbolic information that contributes to theshaping of cultural tendencies within society.“Advertising is not just a business expenditure undertaken in the hope of moving merchandise off the store shelves, but is rather an integral part of modern culture.”(Leiss & Jhally, 1986:7)Advertisements of different countries reflect different cultural values and characteristics of their people, therefore, it is important to understand that this difference of cultural connotations is crucial to international advertising. If the cultural differences have not been carefully taken into consideration, the advertisement used without any change in an alien land will have no fruitful results and even cause misunderstandings.BIBLIOGRAPHY1.Bezuidenhout I. A Discursive-Semiotic Approach to Translating Cultural Aspects inPersuasive Advertisements.2.Cirillo, A. The Relationship between Values and Consumer Behavior./John_Drea/values.htm3.Coen, R. J. (1999) Spending Spree. New York: The Advertising Century4.Englis, B. G.. (1994). Global and Multinational Advertising. New Jersey: LawrenceErlbaum Associates5.Graham, S. (1957). American Culture: An Analysis of Its Development and PresentCharacteristics. New York: Harper & Brothers Publishers6./international/handbook/notable-characteristics.html7.Sivulka, J. (1998). A Cultural History of American Advertising.Ji Lin Province: ChinaNorth-east Finance and Economics University Press8.许鲁之. (1993). 新编英美概况. 青岛：青岛海洋大学出版社。

研究广告英语作文Advertising English。

Advertising is a powerful tool that businesses use to promote their products and services. In today's global economy, advertising is more important than ever. It is a way for companies to reach new customers, build brand awareness, and increase sales. Advertising English is a specialized form of language used in advertising campaigns. It is designed to be persuasive and engaging, with the goal of convincing consumers to buy a product or service.The key to successful advertising is to create a message that resonates with the target audience. This requires an understanding of the audience's needs and desires, as well as an understanding of the product or service being offered. Advertising English is designed to appeal to the emotions and desires of the audience. It uses persuasive language, catchy slogans, and memorable images to create a lasting impression.One of the most important elements of advertising English is the use of slogans. A good slogan is short, catchy, and memorable. It should capture the essence of the product or service being offered and appeal to the emotions of the audience. For example, Nike's slogan "Just Do It" is a powerful message that inspires people to take action and achieve their goals.Another important element of advertising English is the use of persuasive language. Advertising copywriters use words and phrases that evoke strong emotions and create a sense of urgency. For example, phrases like "limited time offer" and "act now" are designed to create a sense of urgency and encourage consumers to take action.In addition to slogans and persuasive language, advertising English also relies heavily on visual elements. Images and videos are used to create a powerful impression and convey the benefits of the product or service being offered. For example, car commercials often feature sleek, high-quality images of the vehicle in action, highlightingits performance and features.Overall, advertising English is a specialized form of language that is designed to be persuasive and engaging. It is an essential tool for businesses looking to promotetheir products and services in today's global economy. By understanding the needs and desires of the target audience, and using persuasive language, catchy slogans, and memorable images, businesses can create effective advertising campaigns that drive sales and build brand awareness.。

广告心理学文献以下是一些有关广告心理学的经典文献，供参考：1. Petty, R. E., & Cacioppo, J. T. (1984). The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of personality and social psychology, 46(1), 69-81.2. Heath, R., & Feldwick, P. (2008). Fifty years using the wrong model of advertising. Journal of Marketing Communications, 14(3), 3-13.3. Hoyer, W. D., & MacInnis, D. J. (2008). Consumer behavior. South-Western Cengage Learning.4. Mizerski, R. W. (1982). An attribution explanation of the disproportionate influence of unfavorable information. Journal of consumer research, 9(3), 301-310.5. Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes towards advertising: More favorable than you might think. Journal of advertising research, 38(4), 7-22.6. Zanot, E. J., Pieters, R., & Zanna, M. P. (1977). Non‐verbal communication of affect in advertising. Journal of applied social psychology, 7(4), 322-333.以上这些文献囊括了多个方面的广告心理学研究，如广告对消费者态度和行为的影响、广告中非言语传达的情感效应、消费者对广告的认知加工过程等。