学生新编商务英语精读4_unit_1

1、Business English Intensive ReadingUnit One Advertising本课程在专业建设与人才培养中的地位课程类别及性质学分及比例学时学分小计占总学分百分比百分比小计通识教育课程平台公共必修课程模块21421224206+156+5周公共选修课程模块2112305+98+1周学科基础课程平台必修454525.625.6720+138专业课程平台专业必修课程模块25.559.514.533.9356+18+6周专业任选课程模块9：师范5.1162（22：非师范）（12.5）396专业方向课程限选模块专业方向课程限选模块126.8216教师教育课程限选模块137

2、.4172+62+54集中性实践教学平台必修292916.516.541周合计 175.5 2137+472+54 +52周2199+410+52周辅修专业 24.5课程性质与教学目标 高等学校商务英语专业本科教学要求（试行）把商务英语定义为：在经济全球化环境下，围绕贸易，投资展开的各种经济，公务和社会活动所使用的语言，具体包括贸易，管理，金融， 营销，旅游，新闻，法律等。应用型商务人才的培养层次与目标应用型商务人才的培养层次与目标人文素养人文素养跨文化交际能力跨文化交际能力商务知识与技能商务知识与技能语言知识与技能语言知识与技能本课程在专业建设与人才培养中的地位工商导论工商导论商务英语阅读商

3、务英语阅读国际贸易实务国际贸易实务国际市场营销国际市场营销跨文化商务交跨文化商务交际际商务英语写作商务英语写作Corporate GoalsMarketing StrategyThe Marketing MixProduct MixPrice MixPlace MixPromotion MixBrand namePackagesFunctionalitywarrantyDiscount BundlingPriceFlexibilityChannel of distributionInventoryManagementAdvertisingPersonal sellingPublicitySal

4、es promotionCustomerCost ConvenienceCommunicationUnit 1 AdvertisementReading one:1. Pre-reading activities2. Read the text and discuss questions3. Words and ExpressionKey language pointsDifficult sentences Exercises4. Post-Reading为泡泡糖做的杂志内页立体式广告为泡泡糖做的杂志内页立体式广告在前往飞机场或离开飞机场的大巴上，有一些特殊的拉手。说在前往飞机场或离开飞机场的

5、大巴上，有一些特殊的拉手。说到特殊，那是因为它作为一个很常见的广告载体却能够让上面到特殊，那是因为它作为一个很常见的广告载体却能够让上面的广告与受众产生互动。就的广告与受众产生互动。就IWC这款飞行员手表，当乘客使用这款飞行员手表，当乘客使用这个拉手的时候就像是佩戴了这个拉手的时候就像是佩戴了IWC的飞行员手表。的飞行员手表。Pre-reading activities Reflect on some ads Discuss questions 1.What are the elements of advertisement? Whats the purpose of advertising?

6、 What are the features of ads? 2. What do you think makes a good ad? 3. Whats your favorites advertisement? Describe it and tell why you like it.4. How does the Internet differ from other conventional advertising media?Differences among Advertise, Advertising and Advertisement Advertise: v.意为在报纸、广播、

7、电视上为产品等做广告. Eg: Manufactures advertise product that they wish to sell. 制造 商为他们想销售的产品做广告。 Advertising: v-ing. 广告，广告业（不可数,较抽象） Eg. Informative advertising, persuasive advertising, advertising campaign Advertisement: n. 广告本身，比如报纸上、电视里看到的广告实体 (可数，较具体) Eg. display advertisement, classified advertisementW

8、hat is advertising? What is advertising? Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say ) and the medium (how you get your message across).广告定义众说纷论广告定义众说纷论 概念美国概念美国广告时代周刊广告时代周刊在在19321932公开征求的广告定公开征求的广告定

9、 义：义：个人、商品、劳务、运动，以印刷、书写、口述或个人、商品、劳务、运动，以印刷、书写、口述或 图画图画为表现方法，由广告者出费用作公开宣传，以促成销售、为表现方法，由广告者出费用作公开宣传，以促成销售、使用、投票或赞成为目的活动。使用、投票或赞成为目的活动。 英国英国简明不列颠百科全书简明不列颠百科全书对广告的解释：广告是传对广告的解释：广告是传播信息的一种方式，其目的在于推销商品、劳务、影响舆播信息的一种方式，其目的在于推销商品、劳务、影响舆论，博得政治支持，推进一种事业或引起刊登广告者所希论，博得政治支持，推进一种事业或引起刊登广告者所希望的其他反应。望的其他反应。 美国广告协会美国

10、广告协会(AAA)(AAA)的广告定义：广告是付费的大众传的广告定义：广告是付费的大众传播，其最终目的是为了传递信息，改变人们对于所广告的播，其最终目的是为了传递信息，改变人们对于所广告的商品的态度，诱发其行动而使广告主获得利益。商品的态度，诱发其行动而使广告主获得利益。Why advertise?To create awareness, customer interest or desire To boost sales To build brand loyalty (or to maintain it at the existing level)To launch a new produc

11、tWhat to advertise? In general, there are really only two kinds of effective advertising message: - Firstly, does the business/product have a Unique Selling Proposition (“USP”) “A unique selling proposition is a customer benefit that no other product can claim” - Secondly, does the thing that is bei

12、ng advertised “add value” and if so, how? For example, advertising for washing powders will focus on the “added value” created by whitening agents or the fact that a particular formulation will last longer than the competition.Classification of AdvertisingA.按照宣传对象划分按照宣传对象划分 product advertising产品广告产品

13、广告 non-product advertising非产品广告非产品广告 commercial advertising商业广告商业广告 non-commercial advertising非商业广告非商业广告 behavior advertising行为广告行为广告 cognitive advertising认知广告认知广告 Classification of Advertising B.按目标群体划分按目标群体划分 consumer advertising消费者广告消费者广告 business advertising业务广告业务广告 C.按目标区域划分按目标区域划分 local advert

14、ising地方广告地方广告 national advertising全国广告全国广告 international advertising国际广告国际广告 Classification of Advertising D.按传播媒介划分按传播媒介划分print advertising印刷广告印刷广告 electronic advertising电子广告电子广告 out-of-home/outdoor advertising户户外广告外广告 post advertising直邮广告直邮广告 Advertising Components and Features I. Advertiser（广告主）（

15、广告主） - the main body of advertising The advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Corporation（公司）（公司） Enterprise（企业）（企业） Government（政府）（政府）CCTV广告广告 Organization （组织）（组织）联合国儿童基金会广告联合国儿童基金会广告 Indi

16、vidual（个人）（个人）个人广告个人广告Advertising Components and Features2.Advertising Media（广告媒体）（广告媒体）Media are the means of the dissemination of advertisingNewspaperbroadcastMagazineTV programMailBillboard1-4 are called the four main media of advertising.Advertising Components and Features 3. Advertising fees Ne

17、w products tend to need a larger advertising budget to help build awareness and to encourage consumers to try the product. A product that is highly differentiated may also need more advertising to help set it apart from the competition - emphasizing the points of difference. However setting the adve

18、rtising budget is not a easy job- how can a business predict the right amount to spend. Which parts of the advertising campaign will work best and which will have relatively little effect? Advertising Components and Features 4. Advertising information Spending a lot on advertising does not guarantee

19、 success. Research suggests that the clarity of the advertising message is often more important than the amount spent. The advertising message must be carefully targeted to impact the target customer audience. A successful advertising message should have the following characteristics:(a) Meaningful

20、- customers should find the message relevant(b) Distinctive - capture the customers attention(c) Believable - A difficult task. Since research suggests most consumers doubt the truth of advertising in general. What features a successful advertisement should possess?Attention A good advertisement sho

21、uld attract the consumer to direct their attention to the product.Interest The introduction and publicity of an advertisement should arouse（激起）（激起） consumers great interest. Desire The publicity of advertising should stimulate consumers desire to buy the product, and make them realize that this prod

22、uct is just what they want.Action The advertising makes consumer to response to the advertising information and evoke（唤起，引起）（唤起，引起） them to take the action of purchasing.How to Persuade OthersReasoning. Use facts, statistics, expert opinions, and survey results. Make your facts understandable and qu

23、ote the sources of your information.Emotional appeals. Link your problem and your plan to basic human needs such as food, shelter, security, self-esteem, empowerment, shared beliefs and success. Show people how your plan benefits both them and the community. Make your problem and your proposed solut

24、ion seem interesting and possible.How to Persuade OthersGain peoples trust. Tell the truth without exaggerating. Listen to what others have to say about the subject. Show that you believe in what you are doing. Stay calm, people dont trust someone who loses control. Be friendly-you cant persuade any

25、one who doesnt like you.3. Key language pointsglossy: a. smooth and shiny glossy magazines: printed on high-quality glossy paper with many photographs colored illustrations (esp. fashion magazines) gloss: n. brightness or shine on a smooth surface 光泽、亮度 e. g. You can see the gloss on her hair. 2) ex

26、penditure (1) n. the act of spending or using money e. g. expenditure of money on weapons 购买武器的开支 (2) n. the amount of money spent e. g. an expenditure of $500 on new furniture 3) channel (1) n. a way by which news, information, etc. may travel （新闻、信息）传播途径 e. g. Your complaint must be made through t

27、he proper channels.(2) n. a particular television statione. g. Whats your favorite channel? 4) schedule (1) n. a programme of planned events e. g. have a full schedule, i. e. have many things to do a factory production schedule 工厂生产进度表 (2) n. list of items, etc. e. g. a spare parts schedule 零件一览表 Th

28、e attached schedule gives details of the shipment.5) nuisance: n. sth. that is inconvenient, annoying,; a bother (讨厌的物，人或行为） e. g. The noise was so loud that it was a nuisance to the neighbors. You are a confounded nuisance. Stop pestering me. 你真讨厌死了 What a nuisance! Ive forgotten my ticket.6.Confou

29、nded: 糊涂的,困惑的,讨厌的(轻微的诅咒用语) Close that confounded window.把那该死的窗户关起来。 The shock confounded her.那次打击使她惊惶失措。Pester: 使烦恼; 纠缠 7. Legislation laws passed by a governmentAn important price of human right legslationLegislative1)有立法权的A Legislative assembly 立法议会2）法律的，立法的The executive 行政部门The judiciary 司法部门The

30、legislative 立法部门8 poster (1) n. a large notice displayed in a public place 招贴；海报；布告 e. g. a poster advertising the circus 宣传马戏团的海报 (2) n. a large printed picture 招贴画 e. g. Her bedroom is hung with posters. 9 eye-catching: a. striking and noticeable 招眼的，引人注目的 eye-catcher: n. sth. or sb. that is notic

31、eable 引人注目的人或物10. tempt: v. to attract 吸引 e. g. Nothing would tempt me to commit a crime. tempt sb. (into sth. /doing sth. ) e. g. The warm weather tempted us into going for a swim.Tempting adj. 吸引人的，诱人的，动人的Temptation n.劝诱，诱惑，有诱惑力的事物11 sponsor (1) v. (of a person or a firm) to pay for a sporting eve

32、nt, a concert, etc. in order to get publicity for themselves e. g. an athlete sponsored by a bank 由银行赞助的运动员 a government-sponsored cheap textbooks scheme 由政府资助的廉价教科书计划 (2) N. a person, firm, organization, etc. , that finances a project or an event for a radio or television program to advertise a pro

33、duct, etc. 赞助者 sponsorship: n. e. g. We are very grateful for his sponsorship. prominently: ad. prominent a. Well-known and importante. g. a prominent teacher prominence 重要，杰出，著名Come to prominence 成名，崭露头角成名，崭露头角Give sth prominence to sth 把某物置于显著把某物置于显著位置位置13 regulation: n. a rule or restriction e. g

34、. rules and regulations 规章制度 traffic/fire/flood regulations 交通法规/防火条例/防洪条例14) restrict: v. to put a limit on 限制；约束；限定 restrict sb. /sth. to sth. e. g. Speed is restricted to 80 km in towns. restricted: a. having certain limitations e. g. restricted development/potential 受限制的发展/潜力 restriction: n. 限制

35、e. g. place/impose/enforce restrictions 实行限制 speed/price/import restrictions 速度/价格/进口限制比较 limit: the greatest or smallest amount of something that is allowed 限制，限度 The EU has set strict limits on pulltion levels. restriction: a rule or law that limits what you can do 限制，约束 control: There are no rest

36、rictions on the amount of money you can withdraw.控制，支配，抑制 arm control15) maximum: n. the greatest amount or size possible e. g. maximum capacity 最大生产能力 maximum contrast 最大对比度 minimum: (1) a. 最小的，最低的 (2) n. 最小值，最小化16. be exposed to: to be introduced to Almost everyone in Britain and North America is

37、exposed daily to continuous advertising, in the press ,on television and on hoarding.汉译：几乎每个英国人和北美人每天都会不断看到报纸、电视和广告牌上的广告。 expose: v. to uncover to make sth. visible; display 暴露；展示; 使遭受 e. g. expose ones skin to the sun When he smiled he exposed a set of perfect white teeth. The report exposed the we

38、akness of modern medical practice.17 aim to/at: 旨在，目的在于 e.g. She is aiming at (i.e. trying to win) a scholarship. 汉译：在英国，产品服务的广告往往根据服务对象的年龄、社会地位、专业、性别等仔细分类。with the aim of doing sth aim high 胸怀大志，力争上游aim and objectives 目标和目的 18. concentrate on sth. ; to center on sth. 全神贯注于；集中于 e. g. This firm conce

39、ntrates on the European market. We must concentrate our efforts on improving education. devote to (1) to give (ones time/energy, etc.) to sb./sth.致力于，专心于 devote oneself/sth. to e. g. I devote all my efforts to my task. (2) to set aside or apart for a specific purpose or use e. g. The newspaper devot

40、es four pages to the Olympic Games.19. commercial (1) a. of or for commerce 商业的，贸易的 commercial law, commercial activity (2) a. making or intended to make a profit 营利的，以获利为目的的 e. g. commercial theatre, commercial music Her novels are well written and commercial as well. (3) a. (of TV or radio) financ

41、ed by broadcasting advertisements （指电视或无线电广播）靠广告收入的，商业性的 e. g. I work for a commercial radio station. (4) n. advertisement on TV or radio （电视或无线电中的）广告 20 .be subject to sth. /sb. (1) to be obliged to, obey sth. /sb. , under the authority of sth. /sb.服从某事物（某人），受某事物（某人）支配 e. g. We are subject to the l

42、aw of the country. Peasants used to be subject to the local landowner. (2) to often have, suffer or undergo sth. 常有、常遭遇某事 e. g. Are you subject to colds? Trains are subject to delay (s) after the heavy snowfalls. (3) to depend on sth. as a condition 以某事物为条件；取决于某事物 e. g. The plan is subject to the di

43、rectors approval. be obliged to: 感谢（某人） I am much obliged to you. 我非常感谢您。 有义务的；应当的 I feel obliged not to. 我觉得我不能这样。 21. proportion 1) a part or a share if a large amount or number 部分，份儿 Quite high proportion of their incomes are spent on fuel. 2）the relationship between number, amounts, or size of d

44、ifferent things that go together to form a whole 比例 Eating the right food in the right proportions 3) in proportion:成比例成比例 In proportion with sth 与与成比例成比例 Out of proportion 不成比例不成比例22. complain vi. vt 抱怨，不满，发牢骚Complain of ：诉说Hes been complaining of sever headaches recently.Complaint n.Make a complia

45、ntreceive a compliantsubmit a complaintletter of a complaintPost-reading The most effective advertising media Advertisers use various media to convey commercial messages to their target audience. The question they are trying to ask if their ads are reaching the right audience and generating the best

46、 response. unfortunately , there is no simple answer. Understanding the advantages and disadvantages of major advertising media may be of great help. Discuss with your group the ads and disads. of the following advertising media: Newspapers ,magazines ,television, radio, direct mail, outdoor signs ,

47、InternetReading two1. Structure of reading twoPart I (Para. 1) Introduction: Technology is transforming the creation and transmission of traditional advertising.Part II (Para. 24) Advertising benefit from the new technology.1) (Para. 23) Print and broadcast advertising benefit from the new technolog

48、y. (1) Print and broadcast advertising process before. (2) Print and broadcast advertising process now.2) (Para. 4) Television spots benefit from the new technology.Part III (Para. 5) The disadvantage brought by the technology to advertising. If viewers end up in control, advertisers will have to co

49、mpletely rethink the nature of television advertising.2. Difficult Sentences: 1) At the same time, however, advertisers may be unchaining a technological force that will turn much of the advertising business upside down. 英译：Advertisers may continue to develop new technologies, which may greatly infl

50、uence the traditional line. unchain: v. to free from; set free 使自由；释放；解放 chain: v. sb./sth. (to sb./sth.) e. g. chain the dog to a tree workers who were chained to a life of dull routine汉译：与此同时，广告商可能会研发出新的技术力量，使广告业大洗牌。2) . the increased productivity and flexibility that technology brings.英译：The new

51、technology speeds up productivity and makes production more flexible.汉译：新技术提高了劳动效率并使生产形式更为灵活。3) Unlike the old system of splicing bits of film together when youre finished. 英译：With the new technology, when you are finished, there is a broadcast quality on the computer screen. Compared with the old t

52、echnology to splice bits of film together and synchronize the voices, music, and sound effects, that is much easier. 汉译：现代的电视广告制作已经不像过去那么复杂，把胶片一点点剪下来，再与对白、音乐、音效同步配合。现代的工艺系统令你能在电脑上把所有这些一次完成，并达到直接播放的质量。4. Self-study Test: Multiple Choices 1) A word processor is much better than a typewriter in that it

53、 enables you to enter and _ your text more easily. A. register B. edit C. propose D. discharge 2) We dont know why so many people in that region like to wear dresses of such _ colors. A. low B. humble C. mild D. dull 3) The news has just _ that the president is going to visit China next month. A. co

54、me down B. come up C. come out D. come about 4) The _ that exists among nations could certainly be lessened if misunderstanding and mistrust were removed. A. tension B. strain C. stress D. intensity 5) The other day, Mum and I went to St. Jamess Hospital, and they did lots and lots of tests on me, most of them _ and frightening. A. cheerful B. horrible C. hostile D. friendly 6) In the Mediterranean seaweed is so abundant and so easily harvested that it is never of great _. A. fare B. payment C. worth D. expense 7) The writer was so _ in her work that she didnt notic