According to textual research, the word advertising is a foreign word. It comes from Latin advertere, which means to pay attention to, induce and spread. In the Middle English era (about 1300- 1475), it evolved into Advertise, and its meaning evolved into "making someone notice something" or "informing others of something to attract others' attention". It was not until the end of 17 that large-scale commercial activities began in Britain. At this time, the word advertising began to be widely popular and used. At this time, "advertising" refers not only to an advertisement, but to a series of advertising activities. The word advertisement, the concept of static things, is endowed with modern meaning and transformed into "advertisement". The word advertisement in Chinese characters originated in Japan.

Merriam-Webster's Dictionary defines advertising as various forms of information activities aimed at directly or indirectly strengthening commodity sales, spreading certain ideas or information, and convening various parties and assemblies (Webster's Dictionary 1977 edition).

In modern times, advertising is regarded as a purposeful form of information spread through the media rather than orally. It aims at arousing people's demand for commodities, generating understanding and affection for enterprises that produce or sell these commodities, telling them to provide some non-profit services, and expounding some meanings and opinions (Webster's Dictionary 1988 edition).

The Concise Encyclopedia of Great Britain (version 15) defines advertising as a way to spread information, with the purpose of promoting goods, services, gaining political support, promoting a certain cause or causing other reactions that advertisers hope. Advertising information is transmitted to the audience or audience it wants to attract through various propaganda tools. Advertising is different from other forms of transmitting information, and advertisers must pay the media.

Ai Jun, a sociologist and critic, expounded the concept of advertisement in Advertising in Contemporary Commerce published by Modern Publishing House 1994. After reading some definitions of advertisements, it is not difficult to find that some can be said to be relatively complete definitions, and some are just simple judgments on advertisements. What is even more debatable is that some definitions do not explain clearly what advertisement is, and the word "advertisement" appears repeatedly in the explanation. Or advertisements appear as modifiers, such as advertising language, advertisers, advertisers, advertising information ... This is like Zhang San asking Li Si: "What is art?" Li Si answered, "Works created or performed by artists ...". People will ask: Without a clear definition of art and knowing what art is, how can there be artists?

Ai Jun believes that before we know the definition of advertising, we should first look at how the advertising activities in our lives work. He interpreted it as an activity that organizations or individuals (advertisers) rely on (pay for) certain media to achieve their goals (image building, product promotion, purchase, announcement, enrollment, job hunting, etc.). ) and really spread information according to the specified time and requirements.

Starting from the laws and procedures of advertisement operation, Ai Jun defined advertising as follows:

Advertising, that is, an organization or individual, for a certain purpose, relies on paying a certain fee to spread true information through the designated media within a specified time and as required. In his view, this definition, in practice, can certainly reflect the essential attributes of advertising, and can also explain some advertising phenomena other than commercial advertising. Such as "personals", "government notice" and "inner-party notice".

In China, commercial advertising has not yet reached its peak, and there are already great bubble components and irrational behaviors; With the maturity of consumers and the standardization of the industry, enterprises will tend to be rational and naturally fall back, and the use of ordinary models will become the mainstream; At the same time, advertising will also appear as a new force and gradually mature, which will inevitably bring challenges. Enterprises may use image spokespersons for various purposes, especially in the case of "substring effect" and hype prevailing. Based on the viewpoint of "precision marketing" and the theoretical summary of image spokespersons, the author found the basic characteristics of image spokespersons in modern market, conveyed the unique and distinctive personality proposition of the brand through advertisements, made the products establish some connection with the target consumer groups, smoothly entered the consumers' lives and horizons, reached in-depth communication with their hearts, established some impression and status in their hearts, and made the brand a meaningful and value-added symbol. He attracts the target audience through certain media or carriers, thus establishing and creating a personalized brand image in the quasi-brand market. He or through the brand founder's unique personality charm image endorsement, to the target audience with distinctive brand personality and self-confidence; Or through the advertising endorsement of film and television stars and social celebrities with great affinity, brand products can quickly affect the purchase of target consumer groups; Or interpret the brand narrative through fictional characters, convey the brand concept and value orientation, and win the recognition of the target audience; Or through the image endorsement of cartoon animals, create a lively and lovely brand image, which makes people have a good association and impression on the brand when they smile at each other. His image endorsement is not completely equal to the image of the enterprise, so his popularity does not mean that the product can become popular. It is very important for enterprises to supervise and cooperate with them. They should also have a sense of self-discipline. Only when they really integrate into this corporate culture and really interpret the concept of product promotion with their heart will they highlight the significance of publicity.

English

The essence of advertising is communication, and the soul of advertising is creativity. Textual research on the word advertising proves that it is a foreign word. It originated from Latin advertere, and its original intention was to guide and spread attention. In the Middle English era (it developed into an advertisement for 1475 in about 1300), its main meaning was to spread Huawei to "make someone notice something" and "inform others or something to attract others' attention". It was not until the end of17th century that Britain began to use personal influence to carry out large-scale commercial activities. At this time, the word advertising is convenient and popular and widely used. But now "advertising" refers not only to an advertisement, but to a series of advertising activities. The concept of static thing noun advertisement is endowed with modern meaning and transformed into "advertisement". This word once came from the Chinese character advertisement Japan. In Webster's Dictionary, advertising is defined as: advertising refers to the growth theory or information that directly or indirectly strengthens the marketing of goods and spreads some open property in an informative and flexible form (Webster's Dictionary means attending various parties and assemblies, etc.). T hesaurus 1977 printed version). In modern times, advertising is a purposeful form inherited as an information form rather than a verbal form. It aims to arouse people's demand for goods and generate familiarity and affection for enterprises that produce or sell these goods, and some of them have increased (Webster's dictionary such as Meaning and Viewpoint and the service application for providing some non-profit uses, printed version 654 38+0988). The Concise Encyclopedia Britannica (version 15) defines advertising as a way to spread information, aiming at promoting commodity sales, labor services, gaining political support, promoting a certain cause or arousing other reflections that people hope. Advertising information is transmitted to the audience or the audience it wants to attract through various means of advertising. Advertising is different from other forms of transmitting information, and it must be paid by advertisers to the intermediary of communication. Sociologist and critic Ai You's Contemporary Business published by Modern Publishing House in 1994 expounded the concept of advertising in this way. After reading some definitions of advertising, it is not difficult to find that some can be said to be relatively complete definitions, while others are simple judgments on the advertising field. What is more debatable is that some definitions fail to explain what advertising is, and the word "advertising" appears repeatedly in the explanation. Or advertising should become a polished term, such as advertising spokesperson, advertiser, advertiser, advertising information, ... This is like Li San asked four questions: "What is art"? Reply to Li: The work is created or performed by an artist. People will ask: without explaining the definition of art, I don't know what art is, why do artists appear? Prince Ai believes that before making the definition of advertising clear, let's look at how the influence of advertising in life works. (Activities such as demand purchase order, organization or specific explanation (advertising host), declaration, enrollment, recruitment and other support (payment) to determine the media for the purpose of establishing image and promoting product sales), estimating time, requirements and disseminating information. Judging from the laws and procedures of advertising communication, Ai defines advertising as such: advertising is an exchange activity in which an organization or an individual decides to pay a fee for a certain purpose and spread the real information according to the requirements and reasons within a certain period of time. He believes that this definition, which comes from the second practice, can certainly reflect the essential attributes of advertising, and can also explain some advertising phenomena except commercial advertising. Such as "marriage advertisement", "government announcement", "party notice" and other non-economic public service advertisements. Before China, commercial advertisements returned to the peak without being impacted, and there was already a huge bubble structure and irrational behavior; With the maturity of consumers and the standardization of the industry, enterprises will tend to be rational, which will naturally be suppressed first and then promoted, and it will become the mainstream to start using the average model; At the same time, advertisements will suddenly appear and the trend will gradually mature, avoiding endless challenges. Enterprises may start to use image spokespersons for various purposes, especially in the era of "sub-brand effect" and speculation. Based on the theoretical summary of the image spokesperson's viewpoint of "quasi-marketing", the author found the basic characteristics and attributes of the image spokesperson in modern market. The unique and distinctive personality advocated to build the brand through advertising, so that the product management and the target consumer groups could establish a certain species connection, smoothly enter the consumer's life and vision, reach deep communication with consumers, establish a certain species impression and positioning with people's hearts, and use the brand to become a magical digital code with significance and added value. He attracts the target audience through certain media or carrier communication, so as to establish and create a personalized brand image in the brand. His image may be replaced by the unique personality charm of the brand founder, and his distinctive brand personality and confidence are used by the target public; Affinity advertising urges brand products to influence the purchase of target consumer groups in time through the very alternative words of film and television stars and social celebrities; Or a fictional character deduces the brand and narrates it with the brand image, concept and value of the gatekeeper to win the acceptance of the target audience; Or replace the characters with cartoon animal images to create a vivid, lovely and refreshing brand image, which makes people have a good association and impression when they smile at each other. His image is equivalent to the corporate image, and does not fully represent the truth of a word. His popularity does not mean that the products will be favored. Enterprise supervision and its composition are very important. They should also have a self-controlled sense of responsibility, really integrate into this corporate culture, and really interpret the product promotion concept with their heart. Only in this way can they publicize the money.