旅游英语Unit 10 A课件

UnitTenTextA

AdvertisingforTouristPromotionI.OralPracticeII.Pre-readingQuestionsofTextAIII.

Text

Newwords

UsefulexpressionsIV.Exercises

1.Goovereachofthefollowingsentencescarefullyandselecttheanswerthatisclosestinmeaningtotheunderlinedword.

2.Fillineachblankwithonewordintheboxyouthinkbestfit.V.ChineseversionofTextAVI.Notes

1.Leavingamessage

A:ThisistheInformationDesk.MayIhelpyou?B:I'vetriedtospeaktoMr.SmithinRoom1008,butheisnotinatthemoment.ShallIleaveamessageforhim?A:Certainly,sir.Wouldyoupleasetellmeyournameandtelephonenumber?B:Yes.MynameisJimWhiteandmytelephonenumberis535-6421.A:Isthatall?B:Wouldyoupleasetellhimtocallmebackassoonashecomesback?I.

OralPracticeA:Allright,sir.Iwillrepeatyourmessage.ThemessageisforMr.SmithinRoom1008fromMr.White.Pleasecallhimbackat535-6421whenyouareback.AmIcorrect?B:That'sright.Thanksalot.A:You'rewelcome.

I.

OralPractice2.Askingforhelp

A:IsthereanythingIcandoforyou?B:Yes.Ileftmycoathere,butnowIcan'tfindwhereitis.A:Isee.Couldyoudescribeit,please?B:Itismadeofwoolwithgreycheckedlining.A:Isthereanythinginthepockets,sir?B:Letmesee.Maybethereisanamecardinit.ThenameisJohnBrown.A:MayIseesomeidentification,please?B:Allright.Hereismypassport.I.

OralPracticePleasereadthepassagebeforeansweringthepre-readingquestions,andthenyouwillknowmoreaboutthetextbelow.(1)Duringtheancienttime,howdiddealersattractthecustomerstomakepurchasedecisions?(2)Howcanwethrivethetouristindustry?(3)Whatdopeoplethinkthemostimportantmeansintouristbusinessis?II.

Pre-readingQuestions(4)Whichmeansofadvertisingisthemosteffectiveonementionedinthepassage?Why?(5)Moreandmoremarketingmanagerscometorealizetheeffectofadvertising.Whatactionshouldtheytakenext?II.

Pre-readingQuestions3 Beforefurtherdiscussingthefunctionofadvertisingintourism,itsdefinitionshouldbebetterunderstood.Advertisingisanypaidformofnon-personalpromotionalpresentationofideasorproductsbyasponsorwhoseidentityisknown.Itistransmittedinmasscommunicationmedia,notbyindividualsalespeople.Advertisingmediasurroundusnearlyeverymomentofourlives.Weareallfamiliarwithmostpopularones:magazines,newspaperssupplement,networkradio,networkTV,spotTV,cableTVandtransportationvehicleslikebusesandsubways.Thetrendtodayistowardcreatingevenmoreadvertisingmedia.Movietheatersnowshowafewminutesofadsbeforethefeature.Carsarepaintedandtransformedintotravelingbillboards.Andtothemarketingmanagereachadvertisingmediumisameansfor

conveyingamessageto

the

target

audience.III.

Text4Firmsadvertiseforapurpose,andeachadvertisementhasaspecificobjective.Thepurposeofmostadvertisingistosellaproduct,aservice,acompany,andevenanidea.Itistoinform,persuade,andremind;toaffectattitudesandbehavior,anditistohelpthesellerrealizeagreaterprofitthanifithadnotadvertised.5 Advertisingisaveryimportantpartofitspromotional

mix,andnowadaysfewwilldisagreethatadvertisingisaneconomicforceandsocialinstitutionthataffectsthelivesofeveryone.Theex-PresidentoftheU.S.A.FranklinD.Rooseveltisreputedtohavesaid:"IfIwerestartingmylifeagain,I

aminclinedto

thinkIwould

gointotheadvertisingbusiness

inpreferenceto

almostanyother."III.

Text6 Asadvertisingisanimportantelementinthepromotionalprogramsofmostretailersandmanufacturers,theymayspendfourorfivetimesasmuchmoneyforpersonalselling.Thesharpincreaseintraveladvertisingspendingisaconvincingpointintheimportanceoftraveladvertisingforbusinesssuccessinthiscompetitiveworldoftourism.ItisencouragingtowitnesstheincreasingawarenessintraveladvertisinginChinesetourismcircles.7 Advertisingispartoftheoverall

endeavoroftouristpromotion,andisaimedatthefollowingobjectives—(1)toprovideinformation,(2)toincreasedemand,(3)todifferentiatetheproduct,(4)toincreaseproductworth,and(5)tomaintaincurrentsaleslevel.Inordertoachievetheobjectivesofbusinesscommunication,itisnecessarytoadoptanappropriatepromotionalmix,whichentailspersonalsellingandnon-personalselling.III.

Text9-121.Appealtothepotentialcustomer.Theappealofanadisthespecialsignificantbenefittheproductwillprovide.Therearedifferentappealstodifferentgroupsofpeople.Therefore,itisimperativetoselecttherightappeal. 2.Informandmotivate.Aneffectiveadshouldcontainallthebasiccontentthecustomermaywanttoknowabouttheproductorservice.Thecopyshouldbeabletoinduceinterest,andanimpulsetowardthefinalbuyingaction. 3.Becapableofinstantunderstandingbytheaudienceorreceiversaddressed.Theadvertisementshouldbeclearandapparenttoenablethereadertounderstandataglance. 4.Bebelievableandimpressive.Noover-statementsorexcessiveexaggerationshouldtakeplace.Suchpracticewillonlybecounter-effective.III.

Text13

Regardlessoftheexactappealchosen,anadvertisementshouldgainattention,arouseinterest,informand/orpersuade,andeventuallyleadtobuyingaction.Anadvertisementthatfailstogainthereceiver'sattentionandthenholdtheperson'sinterestisineffective.Asitisknownthatadvertisingisanonpersonalsalespresentationusuallydirectedatalargenumberofpotentialcustomers,thetravelindustryhascometorealizethetremendouspotentialofthisformofpromotion,andduringrecentdecades,advertisinghasbecomeincreasinglyimportantinmarketing.Inthissense,advertisingisanexcellentexampleofthecloserelationshipbetweenmarketingcommunicationandpromotionalstrategy.III.

Text(11)objective/[b5dVektIv/n. 目标，目的(12)mix/mIks/

n. 混合(13)repute/rI5pju:t/

v. 认为，称为(14)retailer/5ri:teIl[/

n. 零售商(15)convincing/k[n5vInsIN/

a.

令人信服的，有 说服力的(16)supplement/5sQplIm[nt/

n.

副刊，增刊(17)overall/5[ʊv[rC:l/a. 全面的，综合的(18)endeavour/In5dev[/

n. 努力，尽力(19)evaluate/I5vAljʊeIt/

v.评价，把……定值(20)approach/[5pr[ʊtF/

n.方法，态度NewWords(21)likelihood/5laIklIhʊd/

n.可能性(22)imperative/Im5per[tIv/

a.绝对必要的，迫 切的(23)motivate/5m[ʊtIveIt/

v.促动，激动(24)induce/In5dju:s/

v.诱导，促使(25)impulse/5ImpQls/

n.刺激，推动(26)exaggeration/Ig7zAdV[5reIFn/

n.夸张，夸大(27)strategy/5strAtIdVI/

n.战略，策略

NewWords(1)derivefrom 源出，起源(2)letalone 更不用说(3)consistof 由……构成(4)convey…to 传递，转达(5)beinclinedto 想，有……倾向(6)gointo 加入，从事(7)inpreferenceto 优先选择(8)intermsof 根据，按照(9)regardlessof 不顾，不收Usefulexpressions1. Goovereachofthefollowingsentencescarefullyandselecttheanswerthatisclosestinmeaningtotheunderlinedword.(1)InancientGreektowns,dealersblewhornstoattractcustomers;inRome,agoatsignifiedaschool. A.advertised B.denoted C.simplified D.illustrated(2)Manypeopleinthetouristbusinessconsideritthemostcriticalvariableinthemarketingprocess. A.crucial B.practical C.superb D.symbolic(3)Itistransmittedinmasscommunicationmedia,notbyindividualsalespeople. A.whizzed B.inauguratedC.conveyed D.extendedBACIV.

Exercises(4)Firmsadvertiseforapurpose,andeachadvertisementhasaspecificobjective. A.potential B.practical C.particular D.possible(5) "IfIwerestartingmylifeagain,IaminclinedtothinkIwouldgointotheadvertisingbusinessinpreferencetoalmostanyother." A.beengagedin B.beinchargeof C.beexpertat D.besupportivefor(6) Thesharpincreaseintraveladvertisingspendingisaconvincingpointintheimportanceoftraveladvertisingforbusinesssuccessinthiscompetitiveworldoftourism. A.prospective B.seasonal C.valid D.believableCADIV.

Exercises(7) Advertisingseekstoconditionthecustomertohaveafavorableviewpointtowardtheproductandtopromotethelikelihoodthatthecustomerwillbuyaparticularproductorservice. A.impulse B.evaluate C.convict D.influence(8) Therearedifferentappealstodifferentgroupsofpeople.Therefore,itisimperativetoselecttherightappeal. A.competitive B.essential C.customary D.comprehensive

DBIV.

Exercisespromotestheirproduct/servicestoaresellerwhointurnpromotesittoanother(4)

ortotheconsumers.Thebasicobjectiveofthisstrategyistopersuaderetailers,wholesalersand

(5)

tocarryyourbrand,giveitshelfspace,promoteitbyadvertising,and(6)_________'push'itforwardtotheconsumer.Typical(7)

salespromotionstrategiesinclude;buy-backguarantees,freetrials,contests,discounts,and(8)________advertisingitems.

A'pull'salespromotionstrategyfocusesmoreontheconsumerinsteadoftheresellerordistributor.Thisstrategy(9)

_______gettingtheconsumerto'pull'orpurchasetheproduct/personalspecialtyultimatelytargetsretailersreluctantdistributorscombinationstimulaterefundspushinvolvesincentivesresellerboostdistributorultimatelypushspecialtyinvolvesresellerIV.

Exercisesservicesdirectlyfromthecompanyitself.Thisstrategy(10)______itsmarketingeffortsdirectlyontheconsumerswiththehopethatitwill(11)

interestanddemandfortheproduct.Thispullstrategyisoftenusedwhendistributorsare

(12)

tocarryordistributeaproduct.Typicalpullsalespromotionstrategiesinclude;samples,coupons,cash(13)

_______orrebates,loyaltyprogramsandrewards,contests,sweepstakes,games,andpoint-of-purchasedisplays.A'combination'salespromotionstrategyisjustthat;itisa

(14)

ofapushandapullstrategy.Itfocusesbothonthedistributoraswellastheconsumers,targetingbothpartiesdirectly.Itoffersconsumer(15)

sidebysidewithdealerdiscounts.personalspecialtyultimatelytargetsretailersreluctantdistributorscombinationstimulaterefundspushinvolvesincentivesresellerbooststimulatereluctantrefundscombinationincentivestargetsIV.

Exercises参考译文旅游促销广告

1 “广告”一词源自拉丁语“advertere”，意为“把注意力转向……”。除了叫卖者和小贩，这些符号也被运用到早期的广告中。大多数都是识别产品或服务的象征性符号。在古希腊的集镇上，商人们吹着号角来吸引顾客。在罗马，一头山羊就象征着一所学校。后来，印刷机的发展大大地拓展了广告业的能力。参考译文旅游促销广告2 旅游业作为第三产业，作为促进人与人之间的理解以及赚取硬通货币的服务业，如果不是继续增加的从国外输入的游客量，旅游业就不能生存更不要说兴旺发达。旅游促销由此而发。旅游促销包括广而告知、说服以及影响国内外消费者做出购买的决定。很多旅游业内人士认为这是交易过程中关键的变数。

参考译文旅游促销广告3 在进一步讨论广告在旅游产业中的作用之前，应先理解广告的概念。广告是指由已知的出资人对其观念、商品或服务所做的任何付费的表达与推广方式而不是由人员来执行的。广告的传播介质是大众媒体，而不是某一个销售人员。广告媒体几乎时刻包围着我们的生活。我们都熟悉的非常流行广告媒体主要有：杂志、报纸增页、网络电台、网络电视、现场直播电视、有线电视和交通工具如公共汽车和地铁等。创造出更多的广告媒体是现在的趋势。如今影剧院都在放映电影前播放几分钟的广告。汽车车身被绘成移动的广告牌。对于销售经理来说，每个广告媒体都是向目标观众传递信息的一种手段。

参考译文旅游促销广告4 公司为了一个目的做广告，每个广告也都有一个明确的目标。大多数广告的目的是销售一种产品、一种服务、一个公司甚至是一种观念。广告就是达到告知、说服以及提醒受众，达到影响受众的态度和行为；并且帮助卖家获得比不做广告更多的利润。

参考译文旅游促销广告5 广告是宣传促销综合策略中十分重要的一部分，如今几乎没有人会否认广告是影响每个人生活的一种经济力量和社会习俗。美国前总统富兰克林·罗斯福曾说过一句名言：“如果我再次拥有生命，我将倾向于优先考虑从事广告业而不是其他任何行业。”

参考译文旅游促销广告6 广告是大多数零售商和生产商营销项目中一个重要因素，他们的广告费用通常是人员推销费用的四倍或五倍。旅游广告费用的大幅度增长是在竞争激烈的旅游业中旅游广告业务获得成功的重要性方面的有力地措施。在中国旅游界，令人鼓舞的是业内人士越来越清楚地认识到旅游广告的重要性。

参考译文旅游促销广告7 广告是整个旅游促销计划中的一部分，其目标如下：（1）提供信息；（2）增加需求；（3）区分产品；（4）增加产品价值；（5）保持现有销售水平。为了实现商业交流的目标，有必要采用适当的促销组合策略，通常需要人员亲自销售和非人员销售。参考译文旅游促销广告8传统上，广告的目的是依据直接销售目标陈述的。目标越清晰明确，广告制作和传播就越有效，之后对广告效果的评价就会越满意。可是更好的方法是把广告看作一种交流，其交流的目的是寻求告知、说服和提醒产品和服务的潜在消费者。广告寻求消费者对其产品产生好印象，并促使消费者购买某一产品或服务。好广告不拘泥于形式，但必须完成下列目标：参考译文旅游促销广告9-12 1.吸引潜在顾客。广告的吸引力在于产品能提供的特别的效果显著的收益。广告对不同的人群有不同的吸引力。因此，选择恰当的受众进行宣传是十分重要。

2.告知和激发。一则有效的广告应包含消费者可能想知道的关于产品或服务的基本内容。广告应能激发消费者的兴趣以及最终购买的冲动。

3.能马上被受众理解。广告应该清晰明了，让读者一目了然。

4.可信并让人印象深刻。不能言过其实，过分夸大。否则只能产生负面效果。

参考译文旅游促销广告13 不管是否选择了正确的吸引手段，广告应能吸引注意、激起兴趣、告知或劝说，并最终引导消费者购买。不能引起受众注意以及不能激发观众兴趣的广告是无效的。众所周知，广告是以众多潜在消费者为导向的非人员销售表达方式。旅游业已开始认识到这种促销形式的巨大潜能，而且近几十年来，广告在市场营销中起着越来越重要的作用。从这种意义上来说，广告是营销交流与促销策略之间密切关系的最好见证。1.Signswereusedinearlyadvertisinginadditiontocriersandhawkerstoattractcustomers.Mostofthemweresymbolicintheiridentificationofproductsorservices.InancientGreektowns,dealersblewhornstoattractcustomers;inRome,agoatsignifiedaschool.2. Wecanmakethetouristindustrythrivebytouristpromotion.Promotionconsistsofinforming,persuading,andinfluencingforeignanddomesticconsumers'purchasedecisions.3. Theythinktheadvertisingfortouristpromotionisthemostimportantmeansintouristindustry.4. TVisthemosteffectiveonebecauseitcoversthelargestmultitudeofpeople.5. Theyshouldputmoreeffortonadvertisingfortouristpromotionsuchaslaunchingsomeprojectsaccordingtotheirdifferentproductsandappropriatingmoremoneyonadvertising.Thelaterdevelopmentoftheprintingpressgreatlyexpandedadvertising'scapacity.后来，印刷机的发展大大地扩大了广告业的生产量。printingpress印刷机meatpress肉饼模型oilpress榨油机presscomment报纸评论apressconference新闻记者招待会

cannotsurviveletalonethrivewithoutacontinuedincreaseintheincomingtouristtraffic.如果不是继续增加的从国外输入的游客量，旅游业就不能生存更不要说兴旺发达。

letalone更不用说,如：Wedonothesitatetogiveourlivesforit,letalonesufferfromsomehardships.我们不惜为此而献出生命，更不用说吃点苦了。Englishmenthemselves,letaloneforeigners,areoftenuncertainwhatisslangandwhatisn't.英国人自己也常常不能确定什么是俚语，什么不是俚语，更不用说外国人了。

Andtothemarketingmanagereachadvertisingmediumisameansforconveyingamessagetothetargetaudience.

对销售经理来说，每个广告媒体都是向目标受众传递信息的一种手段。

medium（单数）；media（复数）

"IfIwerestartingmylifeagain,IaminclinedtothinkIwouldgointotheadvertisingbusinessinpreferencetoalmostanyother."“如果我再次拥有生命，我将倾向于优先考虑从事广告业而不是其他任何行业。”

If引出虚拟条件句，表示纯粹假设或实现的可能性不大，如：Ifshewerehere,shewouldlendmeahand.假如她在这儿，她会帮助我的。IfIhadknownhisaddress,Iwouldhavevisitedhim.如果我知道他的地址，我早就去拜访他了。

andtopromotethelikelihoodthatthecustomerwillbuyaparticularproductorservice.

促进顾客购买特别的产品或服务的可能性。句中that是关系代词，引出likelihood的同位语从句，如：Obviously,therewaslittleprobabilitythattheywouldsucceed,buttheydidn'tmind.很显然，他们成功的可能性极小，但他们不在乎。Ican'tsaywithanycertaintythatI'llworkoutthecomplicatedproblemintime.我不能肯定地说，我将及时地解决这个复杂的问题。

Suchpracticewillonlybecounter-effective.这种做法只能产生负面效果。英语中类似"counter-effective"这样的合成形容词很常用，如：noble-minded高尚的large-scale大规模的far-reaching深远的epoch-marking划时代的warm-hearted热心的

alargenumberofpotentialcustomers

大量的潜在顾客

alarge(great)numberof大量的或数量众多的；谓语动词用复数。thenumberof……的数目(或数量）；谓语动词则用单数，如：Therearealargenumberofreasonstoturnoutthatitwasnotmyfault.有大量的理由证明，这不是我的过错。Thenumberofjoblesspeoplegrowsbecauseofthefinancialcrisis.由于金融危机，失业人数增加。

thetravelindustryhascometorealizethetremendouspotentialofthisformofpromotion,……

旅游业已逐步认识到这种促销形式的巨大潜能，…… 动词come与不定式连用构成谓语，意为：逐步……,如：

Ihopewewillbefriendsandcometounderstandeachother.我希望我们将成为朋友并能逐步相互了解。I'msurehe'llcometobeashamedofwhathebehavedyesterday.我相信他会为他昨天的表现感到羞愧的。

hardcurrency,

硬通货币，币值稳定的通货，硬通货是指国际信用较好、币值稳定、汇价呈坚挺状态的货币。由于各国通货膨胀的程度不同，国际收支状况以及外汇管制宽严程度不同，当一国通货膨胀较低，国际收支顺差时，该国货币币值相对稳定，汇价呈坚挺状态。在国际金融市场上，习惯称其为硬通货。blockedcurrency冻结货币appreciatedcurrency增值货币freeconvertiblecurrency可自由兑换货币cashcurrency外币counterfeitcurrency假币

letalonenottomention更不用说Julyistheheightofthetouristseason.Itisnoteasytobuytickets,letalonetogetadiscount.七月是旅游旺季，票都不好买，更不用说打折了。

consistofusedtosaywhatsomethingismadeofwhenitcontainsanumberofpartsorthings由……构成Themainbuildingofthehotelconsistsofnineteenstories,withabuildingareaof49000squaremeters,servingasamulti-functionalcenterforaccommodation,meeting,recreationandshopping.该酒店的主楼有19层，建筑面积49000平方米，集住宿、会议、娱乐和购物于一身。

convey…totocommunicateinformationoramessage传递，转达Theguidescannotbeexpectedtoknowallthewordsinalanguageandinthiscase,theymaygoaroundaboutwayorbeataboutthebushtoconveythemeaningtotourists.不能指望导游知道所有的词汇，在这种情况下，他们可以用兜圈子的方式将意思传达给游客。beinclinedtowantingtodosth.想，有……倾向There’llbetimeforatravelifyouareinclinedtoitnomatterhowbusyyouthinkyouare.不管你觉得自己有多忙，要是想旅游的话，也还是有时间的。

gointotoenteraparticularprofessionorbusiness加入，从事AfterdiscussingwithhiswifeTomdecidedtogointothetourgrouptothedesert.在和妻子商量后汤姆决定加入那个去沙漠旅游的旅行团。

inpreferencetoifyoucho