广告(advertising)

用於推销产品、服务或宣传某种观点以引起公众注意，并诱导公众对广告刊登者作出某种反应的技巧和实践。17世纪伦敦的周报开始刊登广告，到18世纪，这种广告已相当繁荣。19世纪美国率先出现广告代理商，代理的是报纸广告。到20世纪初，代理商开始自己制作广告包括版样和艺术设计。多数广告是用於促销商品，但这种方式也常用於提醒人们公共安全，赞助各种慈善事业，或投票支持政党候选人等。在许多国家，广告是传播媒体最重要的收入来源。除了报纸、杂志和传播媒体之外，其他的广告方式包括邮购、户外广告牌和宣传海报、运输交通工具、网际网路，以及促销手册如纸板火柴（matchbook）和日历等。广告商在选择刊登媒介时会依广告目标受众的喜好而定。见行销（marketing）、推销（merchandising）。

English version：

advertising

Techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way. Weekly newspapers in London first carried advertisements in the 17th century; by the 18th century such advertising was flourishing. The first advertising agencies were established in the 19th century to broker for space in newspapers, and by the early 20th century agencies were producing the advertising message itself, including copy and artwork. Most advertising promotes goods for sale, but similar methods are used in public-service messages, to promote causes, charities, or political candidates. In many countries, advertising is the most important source of income for the media through which it is conducted. In addition to newspapers, magazines, and broadcast media, advertising media include direct mail (see direct-mail marketing), billboards and posters, transit advertising, the Internet, and promotional items such as matchbooks or calendars. Advertisers attempt to choose media that are favored by the advertisers' target audience. See also marketing, merchandising.

参考文章

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