[00:02.78]Unit 11 The Media Lesson3 The Advertising Game

[00:09.22]The classic advertisement

[00:10.43]is one that gives information

[00:12.18]about finding certain products.

[00:14.83]It is likely to be just the name of a company,

[00:17.32]part of which may be a general location.

[00:20.15]For example, it could be

[00:21.50]"Shanghai Sewing Machine",

[00:22.89]or "Tsing Tao Beer Corporation",

[00:24.75]and you would know what the companies sell,

[00:26.94]where they are located,and the brand names.

[00:29.77]However, this kind of advertising

[00:31.65]might not be suitable when there are products

[00:34.37]and services in direct competition

[00:36.17]with each other in the market place.

[00:38.42]In such situations,

[00:39.99]advertisements need to attract,

[00:41.82]and hold the attention of the public.

[00:43.76]Some advertisements consist

[00:45.42]of pictures or the words of experts

[00:47.49]to show people how good the products are.

[00:50.26]Others try to create advertisements

[00:52.07]that people simply enjoy looking at.

[00:54.70]As present-day advertisers

[00:56.37]often have large budgets,

[00:57.91]a lot of money is spent

[00:59.71]on applying modern techniques of design

[01:01.45]to make these advertisements

[01:02.59]as visually attractive as possible.

[01:04.42]