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  • Тема Advertising - Английский язык


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    Размещено: 16 Января 2011 г.

    A peculiarity of the American mass communications system is that advertising pays most of the bills. It accounts for around two-thirds of the revenue of the print media, and nearly all the revenue for broadcasting. Only public radio and television, and occasional special interest programming such as religious shows, manage to get by without advertising support.

    Advertising's influence in the mass media marketplace has both advantages and disadvantages. On the plus side is the fact that the American people get an incredible variety of information, entertainment, and culture at minimal cost. A disadvantage is that nearly all of America's mass communications is heavily overlain with commercial or persuasive messages. Studies indicate that the average American is exposed to hundreds of commercial/advertising message each day.

    All advertising contains both information and persuasion. The classified advertisements in the daily newspaper are almost pure information. So are most of the big supermarket specials. Their primary intention is to advise readers of the availability of a product, telling where, when, and for how much. The audience either want it or they don't. Persuasion is another story.

    To set one myth to rest at the onset, advertising does not sell, and cannot sell anything. Advertising predisposes, tips the scales if you like. In Latin, "ad vertere" means "to turn the mind toward".

    The American Marketing Association (AMA) defines advertising as "any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor." The AMA points out that advertising is a tool of marketing along with the product (and its packaging), price, distribution and personal selling. Unlike public relations, ... остальная часть текста, формулы, таблицы, изображения скрыты


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