商务英语写作-广告宣传活动商务英语词汇

1、商务英语写作广告宣传活动商务英语词汇英： Advertising is a paid-form of presentation or promotion of goods and services.It is non-personal in nature, and the promoter must be identified. Advertising' s role isto create a positive image of a product or service by influencing the behavior of target customers.When sett

2、ing up an advertising campaign, you mustmake a choice on:FormNational: advertising a copyrighted product or service across the nationalfootprint. Identifies brand name and emphasizes national presence.Retail: advertising by outlet emphasizing image and variety.Direct ： advertising directly to custom

3、ers to avoid middlemen andresponse: delivery costs.Advocacy: public communication that uses a perspective on a recognizedcontroversial issue.StyleHumorous: light-hearted.Comparative: compares one product to another, highlighting strengths andbenefits over a competing product.Emotional: creates a moo

4、d, arouses feelings, tries to meet psychological needs.Lifestyle: associates brand/product/service with the way people live and work.Testimonial: affidavit of support by a customer or celebrity.Reason why: touts the benefit and necessity of a product to avoid adversesituations.Slice of life: typical

5、ly focuses on an average family and everyday or common setting.MediaTelevision: most expensive, audio-visual impact, reaches a mass audience,easily and effectively targeted based on well-knownviewerdemographics.Newspaper: most widely used medium, rapid and flexible coverage, ads easilychanged, less

6、expensive than television. Short attention span,poor reproduction quality, usually no color, not easily targeted.Direct mail: less expensive than TV or newspaper but higher advance costs,audience easily selected, demographics of percentage of seriousrecipients can be predicted in advance.Radio: fair

7、ly inexpensive, massaudience, audiences are largely segmentedand easily targeted. Only audio, brevity doesn' tallow for educatingviewers about complex products, audience less attentive.Magazine: relatively inexpensive, huge variety provides a high level of marketsegmentation, lots of space for d

8、etailed productinformation,excellent graphical reproduction, long life span,repeat exposure tomultiple readers. Not quickly modifiable, long lead time beforeprinting, no guarantee of placement within the magazine.Outdoor: inexpensive, little competition for customer attention, high repeatexposure. L

9、imited information, little control overtarget audience.Internet: potential mass audience, but no controland little targeting capability.Difficult to control reader ' s attention, some delivery problems.中： 广告是一种有偿的产品和服务推介或促销形式。 一 般不是个人行为， 做广告者的身份必须在广告中显示出来。 广告的作 用是通过为一种产品或一项服务创造一个正面积极的形象来影响目 标消费者

10、的行为。要进行广告宣传活动，首先选定以下项目。形式 全国：在全国范围内广告宣传受版权保护的产品或服务标明品牌名称，并强调全国性。 零售：通过经销商来做广告，强调产品的形象及种类。 直接反应广告：直接向消费者宣传从而避免中介和支出运 送费用。辩护：就公认有争议的话题的一个方面， 进行公开辩护和 鼓吹。风格幽默：轻松自然。 对比：把某产品与其他产品相比较， 重点突出所宣传产品 的优势和特点感情色彩：制造一种情绪，唤起人们的情感， 尽量去满足 人们的某种心理需要。生活方式：使品牌/产品/ 服务与人们的生活和工作的方式 联系起来。推荐： 消费者或名流的强力推荐。 广而告之的原因：以宣传产品优点及其必不

11、可缺之重要性 来招揽顾客，避免陷入不利的局势之中。贴近生活： 主要是把焦点集中在普通家庭、日常生活或 普通环境之中。传播媒介电视： 花费最高，有视觉听觉冲击，吸引大量观众。由于更直观，更形象，电视广告更容易更有效地被关注报纸：最被广泛运用的媒介， 快速和灵活的报导， 广告易 更换，花费比电视广告低廉，但受到关注的时间短暂， 重现的机会 小，它们通常不是彩色的，不容易受到关注。直接邮寄： 花费比电视及报纸少， 但预支费用较高， 目标 对象较易被选上，可以事先预测受众所占的比例。广播：花费相当少，有大量的听众，听众较分散，并且容 易被锁定。但广播广告只是一种对听觉的刺激，其简洁明了 的要求 难以制作复杂产品的广告，听众在收听时不会全神贯注。杂志：费用相对低廉， 杂志分类的繁多提供了一个高标准 的市场分割， 有大量的空间介绍有关产品的详尽信息， 可以通过漂亮 的图表宣传产品， 宣传效果长久， 可以对不同读者进行重复宣传。 由 于