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riginated from the Latin word “advertere”, which means to inform somebody of something or to make known to the public. And in LONGMAN Dictionary of Contemporary English, advertising means the activity or business of advertising things on television, in newspapers, etc.
 
   Alexander (1965:55) stated that “Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor”. (Mueller, 1996:55)The Definition Committee of American Marketing Association (AMA) defined “advertising” as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”(方薇，1997：2)
 
 In all above definition, Advertising is a kind of public communication by means of both verbal and nonverbal elements in some place, such as newspaper, television, street wall, and so on, to introduce the information of the products. And the style, format determined by sponsors. With the development of the society, advertising is not only to be used to promote tangible goods, but also some intangible services, and some public announcements about economic, political and social.
 As for the purpose of advertising, why the businesses pay lots of money on advertising their products and services? The purpose of advertising can be generally summarized an acronym, AIDMA, which stands for “Attention, Interest, Desire, Motivation and Action. Firstly, in a market, there are many same products of different manufacturers. In this situation, when customers have difficulty to pick. However,   some advertising of products abstract the attention of customers. The second element is interest. For the business men draw the attention of customers is not enough, they must arouse the interest of them. Only when they are interested in their products, they would buy it. Although, sometimes, customers would choose their products, but when the interest of them changing, they would put their attention on others. So the third element is desire. If the products meet the needs of customers, advertising leads them to have a strong desire to buy the products or choose the service. And motivation, is an important element, after the customers have interest and desire, the products must motivate them, the quality is very important. That is to say, the producer must establish the credibility about their products, because the customers usually believe the fact. Thus, they would choose to buy them. The last but not least, it is the action. At last, when the customers take out the money to buy the products, the sales promotion can be said to have been finished.
 2.2 The Function and Classification of Advertising
 In fact, advertising has both positive and negative effects. The positive aspects of advertising is informing and persuading. However, it also has the negative aspects, including the advertising promote the living cost of the people; it may arouse the waste of human for material and financial resources; advertising may make the people buy some products they do not need, just because the product has an attractive advertising. From all above, advertising not only gives us great much information about products but meanwhile give us some influence. These can be reflected in     the functions of advertising, which can be generally本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。