从关联理论看广告策略-外文翻译

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1、外文翻译原文Title:StrategiesinAdvertising:aRelevanceApproachMaterialSource:GuangdongUniversityofForeignStudiesAuthor:Gaobo1LanguagehasapowerfulinfluenceoverPeopleandtheirbehavior.Thisisespeciallytrueinthefieldsofadvertising.Thechoiceoflanguagetoconveyspecificmessageswiththeint

2、entionofinfluencingpeopleisvitallyimportant.Visualcontentanddesigninadvertisinghaveaverygreatimpactontheconsumer,Butitislanguagethathelpspeopletoidentifyaproductandrememberit.Cleveradvertiserwillnotfailtoconsiderthepowerofthelanguagetheyemploy.Thepresentstudyisresearchin

3、tohowadvertiserstakeadvantageofthepoweroflanguagetoachievetheirpurposeofadvertising.1.1DefinitionofAdvertisingWhatisadvertising?AccordingtoMcCannErickson，theadvertisingageneythathasdevelopedCoca一Cola’snationalcarnpaignsformanyyears，advertisingis“Truthwelltold.”Thisphilos

4、ophy，echoedbyCoke’smanagementinitsannualreport25yearsago，continuestoday:ThatiswhatadvertisingistoCoca-Cola.AlbertLasker,thefatherofmodernadvertising，remarkedthatadvertisingis“salesmanshipinprint.”Butheofferedthatdefinitionlongbeforeradioandtelevision，atatimewhenthenature

5、andscopeofadvertisingwerequitelimited.Thisoften-repeatedsayingindicatesthattheultimateobjectiveofadvertisingistosellwithskills.Today，advertisingisdefinedasacommunicationprocess，amarketingprocess，aneconomicandsocialprocess，apublicrelationsProcess，oraninformationandpersuas

6、ionprocess.In1948，theDefinitionsCommitteeoftheAmericanMarketingAssociation(AMA)developedwhatis，tothisday,themostwidelyquoteddefinitionofadvertising:Advertisingisanypaidformofnon-personalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Thisdefinitionp

7、resentsanexplanationofwhatadvertisingis，whileatthesametimeitoffersinsightsintowhatadvertisingisnot.Thekeywordsdescribing6advertisingarepresentationandpromotion.Presentationreferstoanoffering;promotioninvolvescommunicationandpersuasion.Inadditiontopromotingtangiblegoodssu

8、chassoftdrinks,perfumeandcar,advertisingalsohelpspublicizetheintangibleservicesofbankers，hotelsandtrave