Unit 1　Advertising

　　人们每天都会接触到形形色色的广告，广告的目的就是让人们关注。最普遍、最简单的就是分类广告了，报纸上每天都有几页这样的广告，杂志上、电视上的广告也会让你不得不注意。

　　Advertising

　　Advertising is only part of the total sales effort，but it is the part that attracts the most attention.This is natural enough because advertising is designed for just that purpose.

　　The simplest kind of advertising is the classified ad.Every day the newspapers carry a few pages of these ads; in the large Sunday editions there may be several sections of them.A classified ad is usually only a few lines long.It is really a notice or an announcement that something is available.

　　Newspapers also carry a large amount of display advertising.Newspapers generally reach an audience only in a limited area.To bring their message to a larger audience，many who want to put out their ads use national magazines.Many of the techniques of modern advertising were developed in magazine ads.The use of bright colors，attractive pictures，and short messages is all characteristics of magazine ads.The most important purpose is to catch the eye.The message itself is usually short，often no more than a slogan which the public identifies with the product.

　　The same techniques have been carried over into television advertising.Voices and music have been added to color and pictures to catch the ear as well as the eye.Television ads are repeated over and over again so that the audience sees and hears them many times.Commercial television has mixed entertainment and advertising.