11.1 CATEGORIESOF ADVERTISEMENTS
Based on the different kinds of the advertised，advertisements can be classified into：Product Advertisements，Service Advertisements，Job Advertisements and Business Advertisements.A product advertisement introduces a product to consumers and to persuade them to buy it.A service advertisement is also to promote a product.However，in this case the product promoted is intangible service.The aim of a job advertisement is to find talents for enterprises.A business advertisement is actually an introduction to an enterprise，in which its business line，main products or services and some other important information are described to establish its profile.
Advertisements can also be typed in their different media.They can be carried through the medium of newspapers，magazines，radio，TV，letters or posters.Owing to its popularity，newspaper is an important medium for advertising.Compared with advertisements through other media，newspaper advertisement has advantages in its broad reach，geographical selectivity，flexibility，and immediacy.Magazine，also an important medium for advertising，is powerful in its selectivity，high quality of reproduction，long life，believability and pass-along readership.The main advantage of radio advertisement is the low cost.Besides，it can convey information to the targeted people quickly.TV advertisement is now the most popular kind of advertisements.It has mass coverage，great impact，high prestige and flexibility.Direct mail advertisement is flexible in its format，easy to control and high in response rate.Advertisements on billboard or painted display，posters or neon signs fall into the category of outdoor advertisements.These advertisements are low in cost per message，wide in coverage and high in reach and frequency.(https://www.daowen.com)
In practice，advertisements of different kinds of goods are carried through different media.For example，those goods for daily use are often advertised on TV or radio.
In this unit the advertisements in magazines and newspapers are to be discussed.