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How a Commercial Advertising make difference on Consumption

Student Name: Enya Li

Student Number: 015FM711

Shanghai Donghua University-Raffles International Design Institute

Course Code: AYEL9001

Joycelin

Oct. 25th ,2012

How a Commercial Advertising Make Difference on Consumption

Advertising is a communication and marketing tool that deliver the information to the audience in public by a specific type of media, so as to change the customers' minds coming up with some new acknowledge, and persuade them to consume with a good brand image. Therefore, the objective of advertising firstly is to convey the information accurately. Secondly it is to establish a good brand image, while persuading the customers to consume. Also it can satisfy the aesthetic needs of customers. Moreover, a commercial advertising is a paid advertising straightly for profit that it also deliver the effective commercial information by a specific type of media, but there is a difference about the commodity-oriented between the audience.

For this study, I chose the sources of information from two books and Internet. One of the books is called "Advertising, the Uneasy Persuasion", written by Michael Schudson. The other is called "You Actually Don't Know about Advertising", written by Liu Wei. And the source from Internet is a article, called "How Enterprise Make Brand Marketing in an Advertising Objectionable Age".

In Advertising, the Uneasy Persuasion, by comparing the messages and appeals of advertising to those found in the socialist realism of Soviet Union, Michael,S. (1984) presented that the realism of advertising promotes as way of life based on private consumption, rather than social,public achievement (1984). It is similar to the general view that connecting the brand or product with the

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