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Introduction

Do you discover that you are

surrounded by a number of advertising?

As time goes by, the technology has

greatly improved. Also, the living standard

of people becomes better too, and so,

many products are promoted so as to

satisfy people’s desire and need.

To promote the products, companies

use different kinds of advertisements.

Then there are thousands of

advertisements in the society. Wherever

we go, we can see different types of

advertisements such as posters, leaflets,

banners and TV-advertisements, targeting

around us.

Advertisements become more and

more important in our lives, even become

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part of our lives, advertisements can

affect the public easily. Then how can they

affect us?

Evaluation

In this part, we will introduce the definition of

advertising, the function, types, etc.

A. What is advertising &

advertisement?
Advertising is the way of sending

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advertisement to people. Then advertisement is

the message paid for by an advertiser to

promote products, services or ideas.

B. Functions of advertisement:
Providing information:

-give information to people

Increasing sales:

-encourage consumers to buy more of a

good or service

Promoting image:

-establish goodwill and positive image

towards the Firm

Introducing new products:

-inform the public about new products

Creating brand loyalty:

-establish brand names, so then to

encourage consumer continue to buy

the goods.

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C. Types of advertising:
Informative advertising:

-tell the public what goods and services

are available, eg. Job vacancies in

newspaper

Persuasive advertising:

-place special emphasis on product

brand, persuade consumer to buy a

certain goods or service

D. Types of advertisements:

Posters

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Banners

Leaflets/booklets

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TV

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Radio

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Web Advertising

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Others

-- Building

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-- Bus stop & vehicles

E. Advertising media:

Television:

-the most powerful and effective

medium

-reaches a wide audience

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 -advertisers may sponsor an entire

show or buy a spot time for a single

commercial product during or

between programmes

Radio:

-like TV, advertisements are made in

breaks in programmes

-only audio presentation available

Newspaper:

-it is a popular advertising medium

-it offers a wide range of

advertisements

-used extensively by small-scale firms

since it is relatively cheap (some

pages are expensive)

Magazines & periodicals:

- an effective way for advertisements

to reach a certain group of

customers

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Direct mail:

-advertising materials are sent directly

to customers by post or by fax…etc

Outdoor media:

-advertising messages are placed in

locations which are exposed to

people outdoor.

-they are usually reminder-type of

advertising, like posters and

signboards

Transit advertising:

-all types of advertising signs on or in

public transport vehicles, like car

cards, traveling displays and

advertising panels

Exhibitions & trade fairs:

-firms make use of trade fairs and

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 exhibitions to advertise their products

-they are usually held in HK

Convention and Exhibition Centre,

which provides suitable facilities

Web advertising:

-can link to the company’s website, so

people can easily get the information

of the company.

-use flash movie to attract people

F. Advertising techniques commonly

used:

Life style:

-people like to buy goods that express

their life styles. Some advertisements

try to show how a product fits in with

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 the life style of potential customers

Emotion:
-some advertisements try to create

favourable emotion that will be

associated with the products.

Personality symbol:

-some advertisements try to create a

distinctidentity or personality for the

product.

Technical expertise:

-some advertisements show how the

firm uses its expertise or advanced

technology in making.

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Scientific evidence:

-some advertisements use scientific

evidence or research results to show

that a certain brand is better than

other brands.

Personal appeal:

-some advertisements may use some

well-known or trust-worthy people to

recommend the products.

Success:

-some advertisements appeal to

people’s desire for recognition and

success.

Fear:

-some advertisements use fear to

persuade the consumers.

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Questionnaires
Analysis
Survey
This survey was carried out by our team to try to discover

people’s mind of the topics relates to advertisement. We

drafted a questionnaire of 8 statements to which people were

required to respond either “Yes” or “No”. The survey was

sent to over 30 from different types of people.

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Questionnaire
Here is the questionnaire we gave to people:

Survey on advertising

Ages ： ≦15 ／ 16-25 ／ 26-35 ／ 36-45 ／ ≧46

Sex ： Male ／ Female

1. You always read all the ads everywhere. Yes / No

2. TV ads are creative and clever. Yes / No

3. Many TV ads are fun to watch. Yes / No

4. Internet ads are fun Yes / No

5. Most ads are boring Yes / No

6. You look at ads when you want to buy something Yes /

No

7. Most ads are misleading. Yes / No

8. Ads are necessary for our economy. Yes / No

9. Which ad do you think that is the most creative?

______________________________________________

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 Thank you very much!!!

Results
The table below shows the basic summary of the results of

our survey (questions

30 1 to 8):
25

20
Yes
15
No
10 unknown
5

NO. OF 0
1 2 3 4 5 6 7 8
PEOPLE

STATEMENT NUMBER

Conclusions
From the results above we can clarify that under

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two groups. Firstly, we can clearly see that

many people think advertising are neither fun

nor bored. That means advertising have various

and all-round development. Also, people think

that advertising is very important for our

economy. Next, we can see these advertising at

everywhere. The results of this survey show the

importance of advertising, their functions and

their effect for people. In addition, this implies

that advertising will develop very thriving and

successful in the future.

Discussion

In this part, we will discuss advertising or

message in three main ideas, their

positive effect, negative effect and

creativity.

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Section A --- Positive advertising

Purposes: Some advertisements do not only

used for advertising of a certain product or

service, but also used to give the public a

positive message, like education, advice or

informational.

Education
Some

advertisements are

sending the

educational

messages to the

public like as

directions.

For example:

This advertisement aims at teaching people how

to use fireproof facilities when there is a fire?

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Advice
Some advertisements are

sending the advisable or

persuasive messages to

the public.

For example:

This advertisement

advises people not to take drug.

Information
Some advertisements are sending the

informational messages to

the public.

For example:

This advertisement aims to

give some information to

people about the carnival.

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According to the survey,
Q6. You look at ads when you want to
buy something
although advertising can
Yes
12
give us useful information, No
18

not all people watch them

before they want to buy

something.

Section B --- Negative advertising

Some advertisements give out misleading

messages, so as to gain more benefits. Most of

these advertisements are

Q7. Most ads are misleading
exaggerated, misleading, too
Number of people

20
15
vague or do not match to the 10 17
13
5
0
real situation. Yes No

According to the

interview, 57% of the interviewers agree that

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most ads are misleading
.

Case study 1: Beauty (exaggerated)

Nowadays, there are many beauty

advertisings. But some of them use exaggerate

technique to induce women. The advertisement

states that one could loss 11 pounds in 5 hours.

But lots of them cannot have weight loss at last.

And there is no enough evidence to prove.

Case study 2: Property Business (too

vague)
In the property business advertising, the

information is not enough and too vague. The

advertisement only shows the good points. They

concealed something that is not good to make

the customers believe that house or unit is very

good and buy it.

Case study 3: Model Agency Company

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 (not match to real
situation)
The agency uses the leaflet to induce people.

They always find their targets in the street.

Maybe the targets are slim or beautiful. The

agency will say the targets have intelligence to

become a model and they will say something

good about being a model.

When the target arrives at the company, the

staff of the model agency company will ask the

target to pay money for joining their model

course. After they paid the cost, the company

then closed later. They loss their money and

know that they were being cheated by the

model agency company

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Section C--- Creativity advertising

To become more attractive and then illustrate

the circulation of a certain product or service,

the advertisements nowadays become more

creative than the past.

Q4. Internet ads are fun

Yes
No 1
Unknown
9
Q2. Tv Ad. are Creative

20
5

Yes
3
No
Unknown
22

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 We have interviewed 30 persons about the

creativity of advertisements. From the above

statistics, there are 22 people who think

advertisements are creative. And just a few of

them think there is no creativity in

advertisements. Also, there are 17 persons who

think advertisements are not boring while

almost half of the interviewers think it is boring

to watch advertisements.

Q3. TV ad. are fun to watch

20
Number of people

15
Q5. Most Ads are boring
10
18
5 10 20
17
2
0 Number of 15 12
interviewe
Yes No Unknown 10
r
5 1
From the other statistics, 0 we discovered that
Yes No Unknown

there are differences between the favour of the

TV advertisements and the advertisements on

Internet. Most interviewers think TV

advertisements are funnier than Web

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advertisements.

The way to show the creativity in

advertisements:

In the content of advertisements:

An insurance company, Blue Cross (Asia-Pacific)

Insurance Limited tries to promote their new

plans through TV-advertising. And carry out the

idea that they can provide all sorts of insurance

services.

Recently, there are 4 men

singing national song before

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drinking the beer in a advertisement of a beer

company, to show the importance of the beer.

A telephone service company, Sunday, used the

sense of fear and funny to promote the new

service plan of the company.

The SCMP used the sense of funny to promote a

magazine of the company, and to attract more

people’s attention.

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The advertisement of Vitasoy International

Holdings limited, promotes the new drink by

encouraging Hong Kong people to relax.

Distributing methods:
:

Many internet services company set

up counters in the street.

Some companies

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employ people to distribute leaflets in the

street.

Some

companies would like a star to represent their

companies.

There are advertisements outside buildings.

Olympus, the famous

brand of cameras, uses a

big screen and an active

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camera to attract people’s attention.

McDonalds’ use the MTR train for promotion.

There are graffiti outside the train, and also

some hip-hop pictures inside the train. These

attract the teenagers most.

There are some advertisements on the top of

bus stops, like the pictures company to promote

a new movie.

And also some firms use the top of

a bus stop to promote their new

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products.

Some restaurants employ people

to act their logo, and distribute

leaflets to the public in the street.

This Week Focus :

Advertising of
Telecommunication
Services Companies
Introduction
Nowadays, the business of the

telecommunication is very popular. You

can speak out some of their brands

easily. Also, the development of this

is very fast and diverse. Actually,

the competition is very serious. How

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did these telecommunications service

companies promote their products and

services? We will analyses this situation under

three groups (positive, negative and creative).

A. Positive
The companies go through the advertisements

to give the information to consumers. It is very

detailed and correctly to explain to consumers.

For example, the advertising gives the message

of mobile phone functions or the company

service. The advertising can also protrude the

unique service for the company.

Example:

Cases 1: “3G” is detailed to explain the mobile

phone function, it has a TV function. Its

advertising can let consumers know this

function and up-to-date information. The users

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can have TV channels via their 3G phones. The

consumers can know the mobile phone’s

advantage through the advertisement.

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Cases 2: “1010” promoted a new Nokia 6230.

The advertising explained the mobile phone’s

function. And the information taught the

consumers how to use the mobile phone, letting

consumers understand how to use the mobile

phone’s function.

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Cases 3: “PEOPLES” promoted the company’s

service. The advertising protrudes the unique

service of this company. Consumers can try to

use this function. Advertising can get more

information to consumers; such as how much of

this function, how to get this function and what

songs can be chosen.

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B. Negative
Nowadays, under the vigorous competitio

n,many telecommunications companies want to

protrude their product or service. They use

different ways to promote them. Some ways are

exaggeration, misleading, misunderstanding,

etc. The following case studies encompass the

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advertisement of the telecommunications

companies. We will analyze them very detail.

Example:

Case 1: Sunday Boxing Advertisement (TV)

In these advertisements, the Sunday

Communications Limited uses a boxing

competition and a superman to promote their

service. The advertisements convey a message

of the customers can use the IDD service

cheaply. But it conveys a bad message to

people, because it includes violence, children

may imitate their actions. Moreover, although it

claims that the service fee is very cheap, in fact

the customers need to pay a bit fee of this

service or they need to pay other service

charges.

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Case 2: Sunday Advertisement (TV)

It is an advertisement of Sunday

Communications Limited also. The

advertisement misled viewers into believing

that purchasers of the advertised stored-value

phone card would be given free value-added

services.

Case 3: Services on “3” (Leaflets)

Recently, a brand of Hutchison Telecom, 3

promoted a new service. The customers can buy

a new model mobile phone cheaply and 3 offers

4 simple plans. The purpose of this plan

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fascinates more customers to use their service.

Customers can get more benefits in this plan.

If customers use this plan, they need to sign a

6-12 months contract. And the tariff and service

charges are not cheap. Hence, comparing all of

the fees, this plan is not cheaper.

C. Creative
Nowadays, most of the companies try to

present their products or services in a creative

way, thus to attract more attention from the

public. Except to let people have deeper

memories, to promote in different interesting

ways can also make their products or services

clear and show the unique image to the public.

In this part, we will get a look into the

advertisements of different telecommunication

services companies. In Hong Kong, there are a

number of telecommunication services

companies. They try to promote their services

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and service charges plans in different ways.

They build up stalls to get closer to the public

and to promote their services. Also, they set up

homepages of their companies to let their

customers know more about themselves.

PCCW ( www.hkt.com/ ) CSL (www.hkcsl.com/main_c.html)

Different ways of promotion of the

telecommunication services companies:

The “3” Shop tries to promote their new 3G

mobile phone services, they use leaflets that

are in different colours to promote their

different services, such as blue for sports TV

channel.

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[貼 3G 果堆 leaflets]

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 SUNDAY Communications Limited uses a

colorful and interesting way to promote their

ringtone service.

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CTI promotes their new service charges plans by

a superman and a beautiful girl.

New World Mobility uses a banner printed like a

man climbing on the wall on the building to

promote their new plan.

SmarTone tries to promote their new image by

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the slogan “Simple words, easy to understand”.

Conclusions
According to the result of above analysis, we

know that advertising of telecommunications

service companies is various and manifold. The

companies will put their effort on advertising to

promote their products and services. We can

anticipate that these advertising will have extra

space to develop and improve.

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Conclusion
According to the survey, Q1. Ad. in everywhere

the majority of people think No 11

Yes 19
that advertising is all
0 5 10 15 20
The Number Of People
around them.

Nowadays, people also

have different ideas about advertising. Some

people will support the advertising, others will

object this.

People support to advertising and the

reasons are as follow. First of all, advertising can

provide information. Many advertisements are

designed to inform consumers about the use

and development of products or convey certain

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messages. Also, advertising encourages

competition among companies and consumers

can have wider choices on products.

The reasons that people object to

advertising are as follows: Firstly, many

advertisements in mass media are actually

wasting resources because consumers ignore

most of the advertisements. Secondly,

advertisement (especially persuasive

advertisement) persuades people to spend

money on things they do not really need by

techniques like sense of fear, romance,

temptation, etc. Also, costs of advertising are

passed on to consumer (sale price higher). Next,

some advertisements are deceptive and

mislead the consumer. In general, people object

this.

After our group’s discussion, we have final

idea. We can classify our reason under three

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 main groups.

Firstly, Advertising is good to the society.

Advertising supports mass media like TV, radio,

newspapers and magazines, then the costs of

these mass media can be much lower. They

may also sponsor cultural

Q8.Ads arenecessary for our economy
and entertainment
Unknown
No
3%
7% Yes
activities. Also, advertising
No
Unknown
is good for consumers.
Yes
90%
Consumer can enjoy more

and better goods and at

lower prices. That means the living standard is

increased and living cost is decreased. Finally,

advertising is also good for companies.

According to the interview, most people think

that advertising is important for economy.

Companies can raise their goodwill and raise

the sales through the advertising.

As the conclusion, advertising is important

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to our life. Also this can affect us easily.

Reference

A. Book references

1) Advertising Age Handbook of Advertising

[廣告人 Must Read] --- 2000

Author: Herschell Gordon Ltwis & Carol

Nelson

2) Advertising on the Internet ---1995

Author: Neil Barrett

3) Modern Advertising

[現代廣告概念 ] ---1997

Author: 劉建順

B. Leaflet references

1) TVB Weekly

2) Eat & Travel Weekly [飲食男女 ]

3) Next Magazine [壹周刊 ]

4) From Hong Kong Academy for Performing

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 Arts [HKAPA]

C. Web Site

1) http://www.bluecross.com.hk/b5/aboutus/

tvc.htm

2) http://stripeboy.com/astalk/index.php

3) http://www.hkt.com/chi/

4) http://www.hkcsl.com/main_c.html

Editors’ Comment

Kitty lo

In this society, advertising which give

some information to everyone, play an
important role in life. In this project, I
can learn to unite spirit. We need find
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more information to do this project. And
I feel a project isn’t to do for one
people, because a project is much
information to deal with. So, I think to
do a project is not easy.

Michelle wong

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 When I do the project I know more
about advertising for example positive,
negative and creativity. I learned how to
do a good project. First, we need discuss
what we topic will do and how to organize
our project. Then we have division of
labor, such as search information, take
photos, interview, etc. Last we collected
all of the information and put then in
order.
In process of doing the project, we
encountered some difficulties. Some times
we have different opinion. We cannot
make a decision fast. But we chose a
best way to solve the problem at last.
We can increase our friendship while we
solve the problem.
Through the project we know that
teamwork is very important.
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Bonnie ho

When doing this project, I know more

about advertisement and advertising.
There are more ways to advertise than I
can think of. When doing this project, I
paid more attention to the advertisements
around, not only their way and also the
creativity of them. This made my
creativity seems to be improved also.
This is the first project after I came
to this school. I have to learn to work
with other people. Luckily, our group
worked happily together. And I can really
understand what is division of labour and
work it out in the daily life

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Yvonne ng

Before doing this English project, I

never pay my attention to advertising. I
think advertising just accessorize for the
life. Nevertheless, finish this project
given me some different idea and
message. We find that advertising is
important for our economy and people’s
life.
Although we have many problems when
doing this project, we also have solution
to solve them. In addition, we tried
something what we never do that. For
example, we take the leaflet at street
(majority people, include me, will not take
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 this
EN G L I at
S H Pstreet).
R O J E C T Also we have deep
knowledge
PRODUCER for advertising.
Bonnie Ho (6B04)
Kitty Lo (6B05)
Michelle Wong (6B09)
Yvonne Ng (6B18)

EDITOR IN CHIEF
Yvonne Ng

EDITOR
Bonnie Ho (Creativity)
Kitty Lo (Positive)
Michelle Wong (Negative)

ART DIRECTOR
Bonnie Ho

QUESTIONAIRESES DISTRIBUTION
Bonnie Ho
Kitty Lo
Michelle Wong
Yvonne Ng

QUESTIONAIRES ANALYSIS
Yvonne Ng

PHOTO
Bonnie Ho
Yvonne Ng

REFERENCE COLLECTION
Bonnie Ho
Kitty Lo
Michelle Wong
Yvonne Ng

PUBLISHER
Yvonne Ng

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Additional
Information

Advertisings clippings
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Questionnaires

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