大学英语综合教程 学生用书 U10_tB

[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.