Unit-4-Advertisement市公開課一等獎(jiǎng)省賽課微課金獎(jiǎng)?wù)n件

暨南大學(xué)外招生《大學(xué)英語》教學(xué)課件JNUQUALITYCOURSE暨南大學(xué)外國(guó)語學(xué)院CollegeEnglishCourseforOverseasUndergraduates1/63anewlanguagecoursefortomorrow’sbusinessleaders體驗(yàn)商務(wù)英語CourseBook3綜合教程第三冊(cè)intermediateBusinessEnglishMARKETLEADERJNUQUALITYCOURSE暨南大學(xué)外國(guó)語學(xué)院2/63MARKETLEADERBOOKTHREEUNITFOURADVERTISING暨南大學(xué)精品課程JNUQUALITYCOURSE外語學(xué)院大學(xué)英語教學(xué)部外招生教研室制作JNUQUALITYCOURSE暨南大學(xué)外國(guó)語學(xué)院3/63Startingup

Listening

successfuladvertisingcampaignsJNUQUALITYCOURSEMLBookthreeunitfouroverviewReadingnoreadingtasksinthisunitVocabulary

admediaandmethodsLanguagereview

articlesSkills

startingpresentationCasestudyFocusAdvertisingTextbook--page(30-37)暨南大學(xué)外國(guó)語學(xué)院44/63A:Discussthe4advertisements:ColorVisualappealDramaHumorClarityBeautyGlamourReal-lifeStartingup5/63''Forme,always,thecowboycontainstheexpressionofflavor,''hesaid.''IcouldnotthinkofanythingmoreconvincingthanthecowboytoendorsethatMarlboroisthebest-tastingcigarette.Youcouldimaginethatthecowboylikeshiscoffeestrongandhishorsepowerfulandfast.''Mr.Dangooradded:''Evenforwomen,itisn'tthemaleappeal.It'stheflavorendorsement.''MarkGloverwasthewinnerofPrideofBritainAwardin.Andafteryearsofpeacefulcampaigning,notonlyhashechangedpublicattitudes,hehashelpedbringanendtofurfarminginBritain.

Lynxishisorganization.

Lynx'sfamoussloganwasthatittookupto40dumbanimalstomakeafurcoatbutonlyonetowearit.InMark'scase,ittookjustonemantotakeonanindustryandsavethelivesofmillionsofanimals.6/63Startingup:BProductReasonsforlikingtheadvertisementacarLeviStrauss(jeans)RenaultClio(car)DairyBox(chocolate)“It’scolorful,Ilikethemusicandit’schaotic.”“…averygood-lookingboy…agreattune…”“Itwasafunnyad.Itjustappealedtomysenseoffun…”“IjustfeltIhadtohavethosechocolatesandIwentoutandboughtthem…animmediateresponsetoanadvert.”7/63Discussion:

GoodandbadadvertisementsGoodAdvertisements:CleverInteresting…FocusedSimpleCreativesurprisingBadAdvertisements:BoringOut-of-dateConfusingDisgustingOffensiveSubliminaladvertisinginvolvesimagesthatareflashedontoascreensobrieflythattheyarenotedonlybythesubconsciousmind.8/63Discussion:Doyouagree…1.Peoplerememberadvertisementsnotproducts?2.Advertisingraisesprices?3.Advertisinghasabadinfluenceonchildren?9/63Vocabulary:

AdvertisingmediaandmethodsRadioDirectoriesExhibitionPressMailshotsPublictransportBillboardsPostersWord-of-mouthCinemaLeafletstelevisionMedia10/63Vocabulary:

AdvertisingmediaandmethodsJinglesCommercialsPoint-of-saleEndorsementSlogansSponsorshipFreesamplesMethodsashortsimpletune,oftenwithwords,whichiseasytorememberandisusedtoadvertiseaproductontheradioortelevision11/63Vocabulary:

AdvertisingmediaandmethodsPersuadeRunTargetPublicizePromotePlaceLaunchResearchsponsorVerbs:12/63Reading:OutdoorAdvertising:B1segmentsa)aplaceinatelevisionschedule2soaringb)risingquickly3massmarketc)smallopen-frontedshops…4TVslotd)concernedwithnon-luxurygoods5kioskse)partsofalargermarketorcategoryofcustomers13/63Reading:OutdoorAdvertisementCThecostofaprime-timeTVslotissoaring.However,advertisingonkiosksischeap.Outdooradvertisingisoneofthefastestgrowingsegmentsinthemarket.14/63Reading:

Outdooradvertising–AbreathoffreshairVerbs:L4:isworth…值,相當(dāng)于L11:arepromptingclientstoconsideralternatives.

將促使客戶考慮其它廣告形式L39:havebeenreplacedbyentertainment,clothingandfinancialservices.

已被娛樂業(yè)、服裝業(yè)、金融服務(wù)業(yè)所取代L48:accountsfor…占，占據(jù)15/63Reading:

Outdooradvertising–AbreathoffreshairNouns:L9:outdooradvertisingappeal

戶外廣告吸引力L14:thelasttruemass–marketmedium

最終真正大眾市場(chǎng)（廉價(jià)）廣告媒體L20:arevolutioninthequalityofoutdoordisplays

戶外廣告展示質(zhì)量上巨大革新16/63D-1:17/63D-2:whatdothesenumbersinthearticlereferto?6205ApercentageofoutdooradvertisingaccountedforbystreetfurnitureinAmerica.Bpercentageoftheworld’sannualadvertisingspendingaccountedforbyoutdooradvertisingCpercentageofoutdooradvertisingaccountedforbystreetfurnitureinEurope18/63D-2:whatdothesenumbersinthearticlereferto?183060,000100,00090AThecostofplacinganadonabusshelterfortwoweeksBannualvalueoftheworldoutdooradvertisingmarketCthedollarequivalentof?60,000Dthecostofa30-secondprimetimeTVslotEthelengthofaprime-timeTVslot19/63F:TheAdvantagesAndTheDisadvantagesof:

20/63Listening:Successfuladvertisingcampaigns

Vocabulary:1.marmalade橘子醬2classicalmusic古典音樂3costeffective重視成本效益4creamcheesespread涂抹奶酪5bombard轟炸6frontofmind意識(shí)前沿7automaticresponse自動(dòng)反應(yīng)8sponsorship贊助9tie-up親密聯(lián)絡(luò)，合作10nutrition營(yíng)養(yǎng)21/63Listening:Successfuladvertisingcampaigns

A/B:1.Foodproductsincludingbiscuits,dairyproducts,coffee,confectionery.2.Cost-effectiveness;targeting;Theadwassimple,fun.Thekidslikedit.C:1.Olderpeople(marmalade);children(cheesespread).2.Radio(marmalade);TV(children).22/63Listening:

SuccessfuladvertisingcampaignsD/E:Advertisinghelpstokeepaproductatthefrontofconsumers’minds,sotheyaremorelikelytoselectit,ratherthanacompetitor’sproduct,whentheygoshopping.23/63Listening:

Successfuladvertisingcampaignsadvertisingtechniquesmarketingpromotionspublicoutletsretailcampaignpricerelationspromotionalmix24/63Listening:Successfuladvertisingcampaigns1OurnewadvertisingcampaigngetsunderwayinJune.2SoyouknowwhatthefourPsinthemarketingmixare?3Goodpublicrelationsisessentialinthisdayandage.4Wesellthroughawiderangeofretailoutlets.5Pricepromotionsareagoodwayofboostingsales.6Wechoosewhichpromotionaltechniquestousefornewproductsverycarefully.25/63Languagereview:Articles

AnadvertisementforthenewFordPumaattheendoflastmonth(L2)the44thInternationalAdvertisingFestival(L3)the4000-pluscommercials(L5)themultinationaladvertiserideal(L6)asimpleidea(L7)onthesamelevel(L8)theawards((L9)26/63Languagereview:Articles

AnadvertisementforthenewFordPumathe45th(L13)thelate((L17)aFordPuma((L18)thestreetsof…(L18)inthemanner(L19)a1960sFordMustang(L20)thefilm(L21)theuseof…(L22)theFordPuma(L24)Thecar(L24)27/63Languagereview:Articles

AnadvertisementforthenewFordPumatheroutes(L24)TheMustang(L24)thefilm(L25)thecity(L26)thecar(L26)atrafficcop(L28)anattractivewoman(L28)thePuma(L30)theoriginalMustang(L30)28/63Languagereview:Articles

Putaoranbeforethewordsinthebox.

advertcommercialconceptUSP(UniqueSellingPoint)universityVIPhourEuropeanexhibitionMBAemployeeendorsementBanaaaaaanaanananan29/63Languagereview:Articles

Lookattheunderlinedwordsinthetext.Thenanswerthequestionsbelow.Inparagraph4whichstreetsarewetalkingabout?Inparagraph5which:a)filmb)carc)routed)Mustangarewetalkingabout?Inparagraph6which:a)cityb)carc)Pumad)Mustangarewetalkingabout?CThestreetsofSanFranciscoa)Bullitt

b)TheFordPumac)OneoftheroutestakenbytheMustangd)The1960sMustangSteveMcQueendroveinBullitta)SanFranciscob)TheFordPumac)TheoneSteveMcQueenhasbeen‘driving’roundthecityd)TheoneSteveMcQueendroveinBullitt30/63DecidewhethereachsentenceintheUsefullanguageboxisformalorinformal.WriteF(formal)orI(informal).Skills:Startingpresentations

AIntroducingyourself*OnbehalfofmyselfandFocusAdvertising,I’dliketowelcomeyou.Myname’sSvenLarsen.*Hi,I’mDominiqueLagrange.Goodtoseeyouall.Usefullanguage31/63Skills:Startingpresentations

AUsefullanguageGivingbackgroundinformation*I’llgiveyouthebackgroundandtalkyouthroughtheresultsofthemarketstudy.*I’vedividedmypresentationintothreeparts.32/63Skills:Startingpresentations

Introducingthetopic

*Thismorning,I’dliketooutlinethecampaignconceptwe’vedevelopedforyou.*I’mgoingtotellyouabouttheideaswe’vecomeupwithfortheadcampaign.AUsefullanguage33/63Skills:Startingpresentations

Invitingquestions*Ifyouhaveanyquestions,pleasedon’thesitatetointerruptme.*Ifyou’renotclearaboutanything,goaheadandaskanyquestionsyouwant.AUsefullanguage34/63BSkills:Startingpresentations

4.4Listentotheopeningsofoneformalpresentationandoneinformalpresentation.CheckyouranswerstoExerciseA.35/63Presenterscanusedifferenttechniquestogettheiraudience’sattentionatthestartofapresentation.Matchthetechniquesbelowtoexamples.

a)tellapersonalstoryc)askaquestionb)offeranamazingfactd)stateaproblemIwonderifanyofyouhereknowtheanswertothisquestion:What’sthemostpopularholidaydestinationinEuropeforpeopleundertheageof25?WhenIwasonholidayafewyearsagoinGreece,theownerofatavernatoldmethatin20years’time,thelittlevillagewherehelivedwouldbeapopulartouristresort.Letmegiveyouastatistic:92%ofAmericansdonotownapassport.Considertheopportunitythispresentstothetravelindustry.We’refacingacrisiswithourmarketshare.Whatarewegoingtodoaboutit?Skills:Startingpresentations

C36/63Chooseoneofthepresentationsituationsbelow.Preparefourdifferentopeningsusingthetechniquesabove.Practisetheopeningswithapartner.Yourcompanyisdevelopingasmallcaraimedatwomen.Audience:agroupofcardealers.Yourbankwishestoencourageyoungpeopletosavemoney.Audience:agroupofstudents.Yourfirmhasproducedanewlampwhichhasuniquefeatures.Audience:agroupofbuyersatatradefair.DSkills:Startingpresentations

37/63UnitfourAdvertisingLessonfourFocusAdvertisingCasestudy38/63Casestudy:FocusAdvertisingvocabularyFocusReputationCompeteThemanagementAdapttoUnisexUp-marketCuisinePrime39/63Casestudy:FocusAdvertisingvocabularyMortgage

noun[C]

anagreementwhichallowsyoutoborrowmoneyfromabankorsimilarorganization,especiallyinordertobuyahouseorapartment,ortheamountofmoneyitself:

(抵押貸款）Theytookouta￡40000mortgage(=Theyborrowed￡40000)tobuythehouse.

amonthlymortgagepayment

40/63Casestudy:FocusAdvertisingquestions1whereisFocusbased?2Whatisitfamousfor?3WhatwasFocus’problem?3IsthecurrentpresentationimportanttoFocus?41/63Casestudy:FocusAdvertisingSomeinterestingslogansOgilvy’sadforRolls-Royceremainsthemostfamousautomobileadvertisementofalltime.

“At60milesanhourtheloudestnoiseinthisnewRolls-Roycecomesfromtheelectricclock.”42/63Casestudy:FocusAdvertisingSomeinterestingslogansVolkswagen,theGermancarbrand

Slogans:Volkswagen.Driverswanted.(USmarketingcampaign)

Fortheloveofthecar.

Relievesgaspains.

Surprisinglyordinaryprices(UKcampaignforVWPassat,Golf,Polo)43/63Casestudy:FocusAdvertisingSomeinterestingslogansToyotacarbrand

Taglines:TodayTomorrowToyota.(Europe)

Toyota.MovingForward.

Thebestbuiltcarsintheworld.

GettheFeeling.Toyota.

DriveYourDreams.

ThecarinfrontisaToyota.

Ilovewhatyoudoforme-Toyota!

Yournewexperienceofmotoring.44/63Casestudy:FocusAdvertisingSomeinterestingslogansChevroletCars

Slogans:Chevrolet.AnAmericanRevolution.

SeetheUSAinyourChevrolet.

TheHeartbeatofAmerica.

Theroadisn'tbuiltthatcanmakeitbreathehard!

Eyeit-tryit-buyit!

45/63Casestudy:FocusAdvertisingSomeinterestingslogans“BetweenloveandmadnessliesObsession（執(zhí)意，著迷）“:CalvinKlein;(ca.1985)"Herkiss.Herbody.Herperfume.":ChanelN°5"Promiseheranything,butgiveherArpege“:Lanvin46/63Casestudy:FocusAdvertisingSomeinterestingslogansIHOP(InternationalHouseofPancakesrestaurant),chainofrestaurants,USA

Slogan:IHOPrestaurant.

Comehungry.Leavehappy.JasperWhite'sSummerShackseafoodrestaurants

Advertisingslogan:SummerShack.FoodisLove.47/63Casestudy:FocusAdvertisingSomeinterestingslogansCasaRicoMexicanRestaurant,Maryland,USA

Slogan:CasaRico.We'rebetter…We'refresher…We'retastier!SirWalterRaleighInnRestaurant,Maryland

Slogan:

SirWalterRaleigh.Goodfood.Goodcheer.Goodtimes.48/63Casestudy:FocusAdvertisingSomeinterestingslogansYoursTrulyRestaurants,casualdining,Ohio

Slogans:MakePeopleHappy,HaveSomeFunandBeNumber1!

YoursTrulyRestaurant.ForAM&PMpeople.

49/63Casestudy:FocusAdvertisingHowtodescribeasportscarexceptionallyhighdrivingsafetyhigh-techridecomfortsteeringwithsensitivityexceptionalbuildqualityasdistinctiveasitsownerclearviewtotherearmusicpleasuresupremeperformancepracticalutility50/63Casestudy:FocusAdvertisingAdvertisingmediaWhyusetelevisionadvertising?

mostpowerfuladvertisingmediumavailable.theaudienceismassiveandcaptive.repeatingadvertisements.51/63Casestudy:FocusAdvertisingSomepossibleUSPsforsportscarWhyuseradioadvertising?1.TheImpactofsoundThehumanvoiceisapowerfulsellingaid.Itcanconveyemotionandauthorityand,whenbackedbymusic,canattractattentionorcreateatmosphere.52/63Casestudy:FocusAdvertisingSomepossibleUSPsforsportscarWhyuseradioadvertising?2.FlexibilityAradioisportableandcanbelistenedtoanywhereandwhilstdoingotherthings.Radioadvertisingisusuallyquickandeasytoproduce.3.LowcostRadioadvertisingspacecanbepurchasedinpackageswhichofferarelativelyinexpensiveoption.53/63Casestudy:FocusAdvertisingSomepossibleUSPsforsportscarWhyusepressadvertising?1.Flexibility

targetspecificgroupsofreaders;purchasedanddesignedatveryshortnotice;possibletousecolour,illustrationsorphotographs.

54/63Casestudy:FocusAdvertisingSomepossibleUSPsforsportscarWhyusepressadvertising?2.ThePowerofthewrittenword

Itcan

containverypreciseanddetailedinformation.Thespaceisavailabletotellastory,buildupanimageandpresentyourcasetoyourcustomer.

55/63Casestudy:FocusAdvertisingSomepossibleUSPsforsportscarWhyusepressadvertising?3Cost-effectiveness

ahighlyefficientmethodofreachingyouraudienceatwhatisacomparativelylowcost.Readershipfiguresarehigherthancirculationfigures.4.MeasurableResponse

couponsand/ortelephonehotlineswithinyouradvertisementdesigns,judgeaccuratelythesuccessofeachpublication.

56/63Casestudy:FocusAdvertisingBackgroundFocus,alargeadvertisingagencybasedinParis,hasareputationforcreatingimaginativeandeffectivecampaigns.Recentlyhowever,Focus’sreputationwasdamagedwhentwomajorclientschangedtorivalagencies.Focusnowneedstoconvincepotentialclientsthatitstillhasplentyofcreativeideastooffer.Atpresent,Focusiscompetingagainstsomewell-knownagenciesforseveralcontracts.Ithasbeenaskedtopresentideasforadvertisingcampaignstothemanagementsofthecompaniesconcerned.Conceptsarerequiredforthefollowingadvertisingcampaigns:57/63AsportscarAhigh-priced,hand-finishedmodelwithaclassicdesign.Thecarwaspopularinthe1950sand60s.AnAmericanfirmnowwantstore-launchit.(Targetconsumerswillbehigh-incomeexecutiveswithasenseoffunandstyle.)Aim:Aninternationalcampaign,withadvertisingadaptedtolocalmarkets.AperfumeAunisexperfume,withbiodegradablepackaging.Producedbyawell-knownup-marketmanufacturer.Thecompanynowwishestoenterthelowerendofthemarket.

Aim:LaunchtheperfumeinanEnglish-speakingcountry.AchainofeightLondonrestaurantsTherestaurants(specialisinginyournationalcuisine)areinprimepositionsandofferextensivemenus.Theyarereasonablypriced,butarenotattractingenoughcustomers.Aim:Acreativecampaigntoimprovesales.Casestudy:FocusAdvertising58/63AmajorbankThebank(inanEnglish-speakingcountry)wantstoadvertisethefollowingnewservices:Competitivelow-interestmortgagesDirecttelephonebankingAforeigntravelserviceIthasalsoaskedyouragencytosuggestothers.Aim:Develoployaltyamongexistingcustomersandattractnewones.Casestudy:FocusAdvertising59/63YouaremembersofanadvertisingteamatFocus.Prepareanadvertisingcampaignforoneoftheproductsorservices.UsetheKeyquestions