大學(xué)英語綜合教程學(xué)生用書 Advertising

[00:00.00] Advertising [00:03.79]Advertising is part of our daily lives. [00:10.24]To realize this fact,you have only to leaf through a magazine [00:17.29]or newspaper or count the radio [00:22.26]or television commercials that you hear in one evening. [00:28.71]Most people see and hear several hundred advertising messages every day. [00:36.75]And people respond to many devices that advertisers us to gain their attention. [00:46.39]Advertising is a big business [00:50.94]-and,to many people,a fascinating business, [00:56.19]filled with attraction and excitement. [01:01.44]It is part literature,part art,and part show business. [01:08.18]Advertising is the difficult business of [01:13.14]bringing information to great numbers of people. [01:18.60]The prupose of an advertisement is to make people respond [01:25.34]-to make them react to an idea, [01:29.99]such as helping prevent forest fires, [01:34.75]or to make them want to buy a certain product or service. [01:40.70]At the beginning of the 20th century, [01:45.46]advertising was described as"salesmanship in print." [01:52.51]If this definition were expanded to include radio and television, [01:59.67]it would still stand today. [02:04.00]The most effective way to sell something [02:09.57]is through person-person contact. [02:14.50]But the cost of person-to-person selling is high. [02:20.93]Because it takes a great deal fo time, [02:25.97]it increases the cost of the product or service. [02:31.72]Advertising distributes the selling message to many people at one time. [02:39.58]Advertising is very old. [02:44.52]It can be traced back as far as the public criers [02:50.68]of ancient Greece-who,for a fee,shouted out messages [02:57.53]about their clients'products to one and all. [03:03.09]But it first became important in the late 15th century, [03:09.54]when the merchants of the rapidly growing cities [03:14.98]and towns needed a way to tell people where their goods could be bought. [03:22.71]The first printed advertisement in the English language appeared in 1478, [03:31.36]more than a century before Shakespeare's first play was produced. [03:38.80]This early ad was the work of William Caxton,England's first printer, [03:46.04]who used it to advertise religious books from his own workshop. [03:52.78]Caxton posted small printed notices along London's main streets. [04:00.72]Besides advertising his product, [04:05.47]he identified his shop with a red striped shield [04:11.64]so that customers could find it easily. [04:16.78]This same sort of simple,informational advertising is still used. [04:25.14]Examples are the roadside signs that tell travelers [04:31.49]that they can buy fresh corn just down the road [04:37.13]or that is a restaurant in the next town. [04:42.49]The Industrial Revolution,in the 18th and 19th centuries, [04:49.75]brought a new kind of advertising. [04:54.61]Large factories took the place of small workshops, [05:00.64]and goods were produced in large quantities. [05:06.21]Manufacturers used the newly built railroads [05:12.45]to distribute their products over wide areas. [05:18.41]They had to find many thousands of customers in order to stay in business. [05:26.16]They could simply tell people where shoes or cloth or tea could be bought [05:34.52]-they had to learn how to make people want to buy a specific product. [05:41.86]Thus modern advertising was born. [05:47.12]Advertising created new markets and helped to raise standards of living [05:54.87]as people came to feel that they had a right to new and better products. [06:02.42]Advertising agencies began to develop in the United States [06:09.68]just after the Civil War. [06:13.92]At first these agencies merely sold space in the various media, [06:22.35]mainly newspapers and magazines. [06:27.60]But they soon added the service of writing and producing advertisements. [06:35.26]From these beginnings,advertising has developed [06:40.90]into a highly specialized profession.

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