商務(wù)英語泛讀PPT課件

1、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第1頁/共30頁P(yáng)re-reading While-readingAfrer-reading 1Lead-in1Background Information 2 Read and analyze3Useful expressions

2、 1 4Assignment7Reading skills and Practice1 6discussion5第2頁/共30頁Lead-in Watch a typical advertising video and answer the following questions: What product is the video advertising? What advertising medium(廣告媒介) is this ad for? TV, radio, newspaper, magazine? What brands do you know from daily advert

3、isements? 第3頁/共30頁Background information Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. Adage= advertising age Phenomenon禁止廣告時間插播連續(xù)劇 Recommendation: Mad Men(廣告狂人)第4頁/共30頁第5頁/共3

4、0頁第6頁/共30頁經(jīng)典廣告詞 美容院廣告：立即下斑，禁止逗留 殯儀館廣告：在烈火中永生 醫(yī)院廣告: 不管你的病有多重，只要能來，包管你腰也不酸了腿也不疼了，想不康復(fù)也不行了 電腦專賣店：擁有我，你不再是出土文物 飯店廣告：民以食為天，我們以顧客為本，顧客是我們的上帝！OH！MY GOD!第7頁/共30頁廣告也瘋狂 有個人爬墻出校被校長抓到，校長問他：“為什么不從校門走？” 他說：“美特斯邦威不走尋常路?！毙ｉL又問他：“這么高的墻怎么翻過去的啊？” 他指了指褲子說：“李寧一切皆有可能！”校長又問他：“翻墻是什么感覺？”他指了指鞋子說：“特步飛一般的感覺！” 第二天，他從正門進(jìn)學(xué)校，校長問他：“

5、怎么不翻墻了？”他說：“安踏我選擇，我喜歡！” 第三天他穿混混裝，校長說：“為什么穿混混裝”。他說：“穿什么就什么森馬服飾”。 第四天他穿背心上學(xué)，校長說：“不能穿背心上學(xué)。”他說：“男人簡單就好愛登堡服飾?！毙ｉL說：“我要記你打過?！彼f：“為什么？” 校長說：“動感地帶，我的地盤我做主?！钡?頁/共30頁第9頁/共30頁A Coca-Cola advertisement from the 1890s第10頁/共30頁An 1895 advertisement for a weight gain product第11頁/共30頁第12頁/共30頁第13頁/共30頁Edo(埃多) period

6、 advertising in Japan.jpg第14頁/共30頁Advertisement for food and cosmetics第15頁/共30頁第16頁/共30頁Read and analyze the textRead 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.第17頁/共30頁

7、Types of Advertising Direct-action advertising 針對性廣告 Institutional advertising信譽(yù)廣告 Primary-demand advertising 第一需求廣告 Brand advertising 品牌廣告 Comparative advertising 對比廣告第18頁/共30頁Advertising Media第19頁/共30頁Advertising Media 第20頁/共30頁Considerations in Choosing Media Dose the advertising medium cover the

8、 market? What is the cost per reader or listener in the market? In designing an advertising program, an individual firm or its hired advertising experts must somehow balance the necessity of advertising against the likelihood that some expenditures will be wasted.(para3)第21頁/共30頁Sentences This large

9、 advertising industry（廣告業(yè)） offers a wide variety of（各種各樣的） jobs to college graduates（大學(xué)畢業(yè)生）, including such positions（職位） as advertising managers, layout specialists, artists, copywriters, account executives, media directors, and sales specialists.（para.1) （美國）這個巨大的廣告業(yè)為大學(xué)畢業(yè)生提供了廣泛的工作機(jī)會，包括諸如廣告經(jīng)理、設(shè)計(jì)專員、

10、藝術(shù)家、廣告文案撰寫人、客戶專員、媒體總監(jiān)、銷售專員這類職位。第22頁/共30頁Sentences The special challenge that advertising presents can be illustrated（說明） by statement made by the president of a major advertising agency in New York.(para.2) 廣告業(yè)所面臨的特殊挑戰(zhàn)可以用一家主要廣告公司的老總的話來說明。第23頁/共30頁Sentences Individual advertising expenditures vary fr

11、om 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 announcements to promote sales or service in a neighborhood.(para.3) 個體企業(yè)的廣告費(fèi)用可以達(dá)到在世界職業(yè)棒球錦標(biāo)賽或美國超級杯賽時段的電視廣告每分鐘20多萬元，也可以是為了提高一個小區(qū)內(nèi)銷售或服務(wù)而印刷和

12、發(fā)放傳單的小額花費(fèi)。第24頁/共30頁Sentences Advertising can be defined as （被定義為）nonpersonal commercial messages to the public designed to inform both established and potential customers.（para.4） 廣告可以定義為設(shè)計(jì)來讓已有和潛在顧客知曉的公開非個人商業(yè)信息。第25頁/共30頁Vocabulary College graduates 大學(xué)畢業(yè)生 Illustrate 說明；描述 Symphony 交響樂 Individual firm

13、 個體企業(yè) Television commercial 電視廣告 Automobile 汽車 Sponsor 贊助；贊助商 Audience rating 收視率 Merit 優(yōu)點(diǎn) Sales promotion 促銷 Established customer 老顧客 Potential customer 潛在顧客第26頁/共30頁Vocabulary Assortment 分類 Telephone pad 電話本 Public transportation vehicle交通工具 Catalog 目錄 Sample 樣品 Leaflet 傳單 Circulation 發(fā)行量 Mass med

14、ia 大眾傳媒 Outlet 批發(fā)部；店鋪第27頁/共30頁Useful expressions ad words Advertising industry 廣告業(yè) Advertising manager 廣告經(jīng)理 copywriter 廣告文案撰寫人 Account executive 業(yè)務(wù)代表 Media director 媒介總監(jiān) Sales specialist 銷售專員 Advertising agent 廣告代理公司 Advertising program 廣告計(jì)劃 Advertising rates 廣告費(fèi)第28頁/共30頁Reading skills Summary skills What is the text mainly about? Wh