Background introduction: advertising

Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement or "ad" or advert for short.

Commercial ads often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as apublic service announcement. Advertising may also be used to reassure employees or shareholders that a company is viable or successful.

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Consumer—person who buy goods or uses services 消费者；顾客；用户

Advertiser—person who advertises 登广告的人

Advertising—[U] action of advertising 广告宣传；做广告；登广告

Shampoo—soapy liquid, cream, etc. for washing the hair 洗发剂，洗发液，洗发膏

Cavity—a hole in a tooth 牙齿中的洞

Motive—that which causes sb to act in a particular way; reason 动机；原因 E.g. a motive for murder

Athlete—person who trains to compete in physical exercises and sports, especially running and jumping 运动员；体育家（尤指跑和跳项目）

Personality—characteristics and qualities of a person seen as a whole 人格；个性

Package—box, etc. in which things are packed 盒、箱等包装用物

Pick—choose or select, e.g. from a group of things, esp. thoughtfully and carefully 挑选；选择；（尤指）精选 E.g. Only the best players were picked to play in the match.

Admit—recognize or acknowledge sth as true, often reluctantly; confess sth 承认，供认，招认（常为不情愿地）用法：admit to sth/ doing sth

E.g. George would never admit to being wrong.

Afford—have enough money, time, space, etc. for (a special purpose)为（某目的）有足够的钱、时间、地方等，通常与can, could 或be able to 连用

Available—(of things)that can be used or obtained （指物）可用的或可得到的

Dissatisfied—not satisfied; discontented 不满意的；不满足的be dissatisfied with sb/sth; be dissatisfied at doing sth

Aggressive—offensive; forceful, self-assertive 好攻击的；强有力的，坚持己见的

On the market—offered for sale; on sale 待售；出售；上市

Laundry detergent 衣服洗涤剂

Brand 牌子，品牌

Specific 特定的；具体的

Commercials on television 电视广告

电视广告兼有报纸、广播和电影的视听特色，以声、像、色兼备，听、视、读并举，生动活泼的特点成为最现代化也最引人注目的广告形式。电视广告是伴随着20世纪中期电视的诞生而兴起的，其发展速度极快，并具有惊人的发展潜力。1979年1月28日上海电视台播出的第一条电视广告，揭开了我国电视广告发展史的序幕。

Q: What influences us when we decide to buy one product instead of another?
  When products are almost same, people will depend on advertisements to decide which one to buy. Although we may not admit, advertisements will lead people to prefer certain brand and buy one instead of another.

 

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informs consumers about 告诉消费者……

Many products are nearly identical to one another in quality and price. 很多产品在质量和价格上差不多一样。Be identical to/with 完全相同，一模一样

The “information” is actually very often misinformation. 这种“信息”实际上常常是错误信息。

It also confuses our sense of reality. 它也搞乱了我们的现实感。

Zoom toothpaste 这里是作者的夸张，实际上没有这个牌子的牙膏。文章中这一段实际上也体现了消费者的从众心理（following the trend）。It refers to the phenomenon that individuals’ opinions and behavior tend to agree with the majority’s under the guidance or pressure of the group they belong to. Consumers tend to follow the majority when they are going to buy goods. For example, people like to go to those shops with more customers inside, and tend to choose famous brands.

A healthy diet 健康的饮食

Q: What is the serious problem of advertising?
  Advertisements can tell everything about this product. However, it always tells the benefits and hides the disadvantages. This will mislead people’s choice.

 

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Out of fear of being unpopular and having no friends 因为害怕不受欢迎和没有朋友，out of 这里是because of 的意思，意为“出于，因为”。

A good self-image 一个良好的自我形象

Q:What method will the advertiser use to sell products?

One of the most successful methods is to make us feel dissatisfied with ourselves and our imperfect lives. Advertisements show us who we aren’t and what we don’t have. Advertisements are always exaggerate people’s shortcomings. Advertisements make us afraid that people won’t like us and we are not perfect enough.

 

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Psychologists have found that certain colors on the package of an attractive a product will cause people to reach out and take that package. 心理学家们发现一种有吸引力的产品外包装的特定颜色会使人们伸出手去购买这种产品。

Q: What role do psychologists play in advertising?
  Psychologists help advertisers study the way consumers think and people’s like. They could find out the reasons why people like this product instead of another.

 

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Q: Do you believe that there are some people that cannot be affected by advertisements?

I think this argument is not very correct. People will always ignore the influence of advertisements. They believe they have the freedom of choice and they think their choices are wiser than others’. However, look around their homes and clothes, the brands of those things can prove they more or less are affected by advertisements.

aggressive competition 强有力的竞争