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  3. International Advertising ① International advertising entails dissemination of a commercial message to target audiences in mo

International Advertising ① International advertising entails dissemination of a commercial message to target audiences in mo

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问题                        International Advertising
   ① International advertising entails dissemination of a commercial message to target audiences in more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken.
   ② How the advertising function is organized also varies. In some cases, multinational firms centralize advertising decisions and budgets and use the same or a limited number of agencies worldwide . In other cases, budgets are decentralized and placed in the hands of local subsidiaries, resulting in greater use of local advertising agencies.
   ③ International advertising can, therefore, be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles, and consumption patterns. International advertising is also a business activity involving advertisers and the advertising agencies that create ads and buy media in different countries. The sum total of these activities constitutes a worldwide industry that is growing in importance. International advertising is also a major force that both reflects social values, and propagates certain values worldwide.
   ④ In international markets the process of communicating to a target audience is more complex because communication takes place across multiple contexts, which differ in terms of language, literacy, and other cultural factors. In addition, media differ in their effectiveness in carrying different appeals. A message may, therefore, not get through to the audience because of people’ s inability to understand it (due to literacy problems) , because they misinterpret the message by attaching different meanings to the words or symbols used, or because they do not respond to the message due to a lack of income to purchase the advertised product. Media limitations also play a role in the failure of a communication to reach its intended audience.
   ⑤ The process of communication in international markets involves a number of steps. First, the advertiser determines the appropriate message for the target audience. Next, the message is encoded so that it will be clearly understood in different cultural contexts. The message is then sent through media channels to the audience who then decodes and reacts to the message. At each stage in the process, cultural barriers may hamper effective transmission of the message and result in miscommunication.
   Task 1
   A. Audiences in International Advertising
   B. Steps in Advertising as a Communication Process
   C. The Ways the Advertising Function Is Organized
   D. International Advertising as a Communication Process
   E. Definition of International Advertising
   F. The Author’ s Opinion about International Advertising
Paragraph ⑤______
选项
答案B
解析 最后一段第一句话就表明本段将细介绍交流过程中的几个步骤。故答案为B。
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