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从牛津英语词典中广告定义看广告业的发展

论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-07-27编辑:felicia点击率:26458

论文字数:11684论文编号:org201407251345547605语种:英语 English地区:中国价格:免费论文

关键词:牛津英语词典广告advertiseOxford English Dictionarydefinition

摘要:作为一篇澳大利亚广告专业留学论文,本文先从新出版的简版牛津英语词典(1990年)对广告这个词所下的定义出发:“广告就是在公共场合发表一个声明,公开描述或展现商品,以促进销售。”分析广告学的相关知识,探索如何采用有效的广告营销策略才能提升企业的整体销售业绩。

第一章 Chapter 1

1.1 前言 1.1 Introduction

在新出版的简版牛津英语词典(1990年),如果我们查找“广告”这个词,我们就会发现以下定义:“广告就是在公共场合发表一个声明,公开描述或展现商品,以促进销售。”之后,我们发现广告定义为:

公共言论,公开的营销(以前,广告通常出现在沿街贩卖的小贩中间,现在通常应用在报纸、海报、电视等各个方面)。


在20世纪,丹尼尔淀粉(1926)是早期的广告理论先驱之一,追溯到20世纪20年代,它提醒我们,广告是源于拉丁语根。这大致可以解释为“转向”。


lE布恩和d·库尔茨(1998)说,广告是使产品引起消费者注意的一种特定营销类型,可以通过各种媒体渠道,如电视、广播、印刷、广告牌、个人接触和互联网进行推广。


广告是将公司的主要信息或产品概况以一种非常有效的方式传达给它的目标市场。以前,没有这样的广告概念,因为人们只会购买产品。他们只关心产品的效用和实用性。随着时间的推移和营销人员营销策略的有效转换,这种买卖关系已经有了明显的改变,销售市场已经出现了显著的不同。消费者购买产品还会受到他们情绪、生活方式、风格等方面的影响。


If we look up the word ‘advertise' in the New Shorter Oxford English Dictionary (1990) we find the following definition: ‘Make an announcement in a public place; describe or present goods publicly with a view to promoting sales.'; Right after that we find advertisement defined as:

‘A public announcement (formerly by the town-crier, now usually in newspapers, on posters, by television, etc)'


It was Daniel Starch (1926), one of the early pioneers of advertising theory in the twentieth century, who back in the 1920s, reminded us that the Latin root for advertising is advertere. This roughly translates as ‘to turn towards'.


L.E Boone and D. Kurtz, (1998) Advertising is a specific type of Marketing that brings a product to the attention of consumers and may be delivered through a variety of media channels such as television, radio, print, billboards, personal contact and the internet.


Advertising is a very effective method to convey the company's message to its target market. In olden days there was no such concept of advertising because people would only buy products. They were only concerned about the utility of the product. The scenario changed with the passage of time and the marketers started something different. They associated the products with emotions, life style, style etc.


With the passage of time the market got bigger and it was difficult to have one product for all the market so the marketers divided the markets into different groups having different needs and wants. This method is known as segmentation. So the market segment I am going to discuss that's affected by advertising is the youth.


1.2 Impact on Youth

J. M. McGinnis et al (2006); The term youth marketing used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 12 to 34. More specifically, there is the Tween Marketing, targeting people in the 9 to 13 year-old range, Teen Marketing, targeting people age 12 to 18, College Marketing, targeting college-age consumers, typically ages 18 to 21, Young Adult Marketing, targeting young professionals typically ages 22 and above. For this report, "youth" are defined as persons ages 12-21, and "adults" are defined as persons ages 21 and over. Youth marketing strategies commonly include television advertising, magazine advertising and online marketing. 


Today young people expect to be able to learn about, interact and be entertained by with brands or se论文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。

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