专业外语 作业一 - 1 - Chapter 1 Fundamentals of Advertising Definition of Advertising 1) What’s the definition about “advertising”? American Heritage Dictionary : The activ ity of attracting pu blic attention to a produ ct or bu siness, as by paid annou ncements in print or on the air. Another one: Adv ertising is a non-personal commu nication of information, u su ally paid for and u su ally persu asiv e in natu re, abou t produ cts, serv ices or ideas throu gh v ariou s media. Five components: non-personal communication of information paid for persuasive various media 2) How can you categorize advertising in academy? Criteria: target au dience: consu mer adv ertising (direct u ser, end u ser) Bu siness adv ertising (professional jou rnal, direct mailing) Target area: local adv ertising National adv ertising International adv ertising Media: print adv ertising Electronic adv ertising Ou t-of-home adv ertising (Transit adv ertising) Pu rpose: commercial adv ertising Noncommercial adv ertising( pu blic interests adv ertising) 专业外语 作业一 - 2 - 2. Common Expressions: Adv ertising 广告，广告业，广告活动 Adv ertisement 广告 Adv ertising au dience 广告的受众 consu mer adv ertising 消费者广告 Bu siness adv ertising 企业广告 local adv ertising 地方广告 National adv ertising 全国广告 International adv ertising 全球广告 print adv ertising 印刷广告 Electronic adv ertising 电子广告 Ou t-of-home adv ertising 户外广告 Transit adv ertising 交通广告，移动广告 commercial adv ertising 商业广告，盈利广告 Noncommercial adv ertising 非盈利广告 3. 英汉互译练习： We may define adv ertising as a commu nication process, a marketing process, a pu blic relations process, or a persu asion process. 我们可以把广告定义为沟...
