新编商务英阅读2-unit1 Advertising

1、Unit 1,Advertising,Leaning Objectives,To learn some knowledge about advertising and advertising medium To learn some expressions and terms of advertising To learn how to summarize the main idea of a text,English advertising verbals,Just do it. 只管去做。（耐克运动鞋） Ask for more. 渴望无限。（百事流行鞋） The taste is gre

2、at. 味道好极了。（雀巢咖啡） Feel the new space. 感受新境界。（三星电子） Intelligence everywhere. 智慧演绎，无处不在。（摩托罗拉手机） The choice of a new generation. 新一代的选择。（百事可乐） We integrate, you communicate. 我们集大成，您超越自我。（三菱电工） Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） Lets make things better. 让我们做得更好。（飞利浦电子） No business too small,

3、 no problem too big. 没有不做的小生意，没有解决不了的大问题。 （IBM公司）,English advertising verbals,We lead Others copy 我们领先，他人仿效。（理光复印机） Impossible made possible 使不可能变为可能。（佳能打印机） Take time to indulge 尽情享受吧！（雀巢冰激凌） The relentless pursuit of perfection 不懈追求完美。 （凌志轿车） Poetry in motion， dancing close to me 动态的诗，向我舞近。（丰田汽车）

4、Come to where the flavour is Marlboro Country 光临风韵之境万宝路世界。（万宝路香烟） To me， the past is black and white， but the future is always color 对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒） Money is not everything. Theres Mastercard & Visa. 钞票不是万能的,有时还需要信用卡.,经典广告词,美容院广告：立即下斑，禁止逗留 殡仪馆广告：在烈火中永生 医院广告: 不管你的病有多重，只要能来，包管你腰也不酸了腿也不疼了

5、，想不康复也不行了 电脑专卖店：拥有我，你不再是出土文物 饭店广告：民以食为天，我们以顾客为本，顾客是我们的上帝！OH！MY GOD!,广告也疯狂,有个人爬墙出校被校长抓到，校长问他：“为什么不从校门走？” 他说：“美特斯邦威不走寻常路。”校长又问他：“这么高的墙怎么翻过去的啊？” 他指了指裤子说：“李宁一切皆有可能！”校长又问他：“翻墙是什么感觉？”他指了指鞋子说：“特步飞一般的感觉！” 第二天，他从正门进学校，校长问他：“怎么不翻墙了？”他说：“安踏我选择，我喜欢！” 第三天他穿混混装，校长说：“为什么穿混混装”。他说：“穿什么就什么森马服饰”。 第四天他穿背心上学，校长说：“不能穿背心上

6、学。”他说：“男人简单就好爱登堡服饰。”校长说：“我要记你打过。”他说：“为什么？” 校长说：“动感地带，我的地盘我做主。”,Read and analyze the text,Read the text and finish exercises on P6-P8. Definition of Advertising -nonpersonal commercial messages to the public designed to inform both established and potential customers.,Types of Advertising,Direct-acti

7、on advertising 针对性/直接广告 Institutional advertising信誉广告 Primary-demand advertising 产品需求广告 Brand advertising 品牌广告 Comparative advertising 对比广告,Types of Advertising,Direct-action advertising 针对性广告 Institutional advertising信誉广告 Primary-demand advertising 第一需求广告 Brand advertising 品牌广告 Comparative advertis

8、ing 对比广告,Advertising Media 广告媒体,Television Radio Newspapers Magazines Outdoor billboards Specialty advertising (Calendars,matchbooks,telephone pads,and so on) Public transportation vehicles Yellow pages of telephone directory Direct mail Internet All others(catalogs, samples, leaflets and so on),Adv

9、ertising Media-Outdoor billboards,Advertising Media,Public transportation vehicles,Internet,Considerations in Choosing Media,Dose the advertising medium cover the market? What is the cost per reader or listener in the market? In designing an advertising program, an individual firm or its hired adver

10、tising experts must somehow balance the necessity of advertising against the likelihood that some expenditures will be wasted.(para3),Sentences,This large advertising industry（广告业） offers a wide variety of（各种各样的） jobs to college graduates（大学毕业生）, including such positions（职位） as advertising managers,

11、 layout specialists, artists, copywriters, account executives, media directors, and sales specialists.（para.1) （美国）这个巨大的广告业为大学毕业生提供了广泛的工作机会，包括诸如广告经理、设计专员、艺术家、广告文案撰写人、客户专员、媒体总监、销售专员这类职位。,Sentences,The special challenge that advertising presents can be illustrated（说明） by statement made by the presiden

12、t of a major advertising agency in New York.(para.2) 广告业所面临的特殊挑战可以用一家主要广告公司的老总的话来说明。,Sentences,Individual advertising expenditures vary from more than $ 200,000 for a one-minute nation-wide television commercial during the World Series or Super Bowl to the small cost of printing and distributing 100

13、 announcements to promote sales or service in a neighborhood.(para.3) 个体企业的广告费用可以达到在世界职业棒球锦标赛或美国超级杯赛时段的电视广告每分钟20多万元，也可以是为了提高一个小区内销售或服务而印刷和发放传单的小额花费。,Sentences,Advertising can be defined as （被定义为）nonpersonal commercial messages to the public designed to inform both established and potential customers

14、.（para.4） 广告可以定义为设计来让已有和潜在顾客知晓的公开非个人商业信息。,Vocabulary,College graduates 大学毕业生 Illustrate 说明；描述 Symphony 交响乐 Individual firm 个体企业 Television commercial 电视广告 Automobile 汽车 Sponsor 赞助；赞助商 Audience rating 收视率 Merit 优点 Sales promotion 促销 Established customer 老顾客 Potential customer 潜在顾客,Vocabulary,Assortme

15、nt 分类 Telephone pad 电话本 Public transportation vehicle交通工具 Catalog 目录 Sample 样品 Leaflet 传单 Circulation 发行量 Mass media 大众传媒 Outlet 批发部；店铺,Useful expressions ad words,Advertising industry 广告业 Advertising manager 广告经理 copywriter 广告文案撰写人 Account executive 业务代表 Media director 媒介总监 Sales specialist 销售专员 Advertising agent 广告代理公司 Advertising program 广告计划 Advertising rates 广告费,Reading skills,Summar