Advertising(广告)

            Advertising
       Advertising gives useful information about which products to buy. But modern advertising does
more than give news about products and services. Today's advertisements, or ads, try to get consumers to buy certain brands.Writers of advertisements are so skillful they can sometimes persuade a consumer to wear a certain kind of clothing, eat a special kind of cereal, or see a movie. Consumers might neyer even want a product if they did not see or hear advertisements for it.
     For example, you probably do not need the newest cereal in the supermarket. There are probably many cereal brands on your kitchen shelves. You may not have space on a shelf for another. But if you see ads about a new cereal that is extra-tasty and has a free prize in the box, you may want it.
     Advertising must get attention. To be effective, it must be exciting, entertaining, or provide some pleasure. The secret of writing good advertising copy is to offer a good idea as well as a product. The idea is what the ad is really selling.One example is an ad that says eating a cereal will make a person do well in sports. That cereal brand may sell better if consumers think it offers strength and energy.

广告
    广告提供购买何种产品的有用信息。但是现代广告不仅仅提供产品和服务的消息。现在的广告试图说服消费者购买某些品牌。广告创作者很有技巧，以至于有时能够劝说消费者穿戴某种服装、食用某种麦片粥或观看一场电影。消费者如果没有看过或听过某种产品的广告，他们也许甚至永远都不会想要买这种东西。
    比如，你可能并不需要超市中最新出的麦片粥。你厨房的架子上可能已经有很多不同品牌的麦片粥。你架子上说不定都没地方再放别的了。但是如果你看到一种新型麦片粥的广告，正好是特别喜欢的口味，而且盒子里还有免费赠品，你也许就想买了。
    广告必须受到重视。有效的广告必须是激动人心的，有趣的或能提供某种愉悦的。创作好的广告的秘密不仅在于提供好产品还在于提供好想法。这个想法就是广告的真正卖点。比如某个广告称食用某种麦片粥可以使人在运动中表现出众。如果消费者认为这种品牌的麦片粥可以提供给人力量和能量的话，就可能会畅销的。