模擬題二

　　23. A) It is usually moderate in length.

　　B) It is a style of immediate impact and rapid persuasion.

　　C) It is easily accepted by the audience.

　　D) It is what the advertisers and audience care about.

　　24. A) The one who sends the information.

　　B) The collector of money.

　　C) The beneficiary of advertising.

　　D) The producer of information.

　　25. A) It should be abstract, reasonable, and short in length.

　　B) It should be accurate, definite, recognizable and moderate in length.

　　C) It should be easy, emotional and moving.

　　D) It should be ambiguous, motivated and ambitious.

　　原文

　　American Marketing Association defines 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.” However, whatever the marketing strategies advertising takes, language is the main carrier of message. Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money. According to the definition of the advertising, most of the advertisements should have the following components.

　　First of all, the advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the advertising information. The specific owner should be a recognizable group, including corporation, enterprise, government, organization and individual. There are three features of an advertiser: firstly, it’s easy for the target audience to recognize the company and the products; secondly, it will establish a high reputation for the group, enterprise, or the individual in order that the consumer will trust the brand; finally, it will prevent the advertiser from counterfeiting and deceiving by legal supervision.

　　Secondly, the advertising fees are paid by the advertiser no matter it’s operated by itself or other agencies. Because advertising is a kind of marketing action, an advertiser has to pay for its advertisement. There are quite a few people who consider that too much advertising fee will inevitably raise the price and cost of the product, and thereby will influence the sale of the product. However, this conclusion is a one-sided view. Advertising can bring you a huge profit by reasonable planning and proper operation.

　　Thirdly, advertising information is the principal contents an advertisement wants to disseminate. Advertising is a serious of planning action, so the information of advertising should be aimed at a certain target market and consumers, and should avoid aimlessness. The dissemination of information should be accurate, definite, recognizable and moderate in length.

　　Lastly, the different media including newspaper, magazine, broadcast, TV program, billboard and mail are the means of the dissemination of advertising. The newspaper, magazine, broadcast and TV are called the four main media of advertising. Different kinds of media have different features, disseminating area, target audience and speed.

　　23. What is the advertising language like?

　　24. What role does the advertiser play in advertising?

　　25. What are the characteristics of the standard dissemination of information?