學(xué)生新編商務(wù)英語精讀4-unit-1

BusinessEnglish

IntensiveReadingUnitOneAdvertising本課程在專業(yè)建設(shè)與人才培養(yǎng)中的地位課程類別及性質(zhì)學(xué)分及比例學(xué)時學(xué)分小計占總學(xué)分百分比百分比小計通識教育課程平臺公共必修課程模塊21421224206+156+5周公共選修課程模塊2112305+98+1周學(xué)科基礎(chǔ)課程平臺必修454525.625.6720+138專業(yè)課程平臺專業(yè)必修課程模塊25.559.514.533.9356+18+6周專業(yè)任選課程模塊9：師范5.1162（22：非師范）（12.5）396專業(yè)方向課程限選模塊126.8216教師教育課程限選模塊137.4172+62+54集中性實踐教學(xué)平臺必修292916.516.541周合計

175.5

2137+472+54+52周2199+410+52周輔修專業(yè)

24.5課程性質(zhì)與教學(xué)目標(biāo)《高等學(xué)校商務(wù)英語專業(yè)本科教學(xué)要求》（試行）把商務(wù)英語定義為：在經(jīng)濟(jì)全球化環(huán)境下，圍繞貿(mào)易，投資展開的各種經(jīng)濟(jì)，公務(wù)和社會活動所使用的語言，具體包括貿(mào)易，管理，金融，營銷，旅游，新聞，法律等。應(yīng)用型商務(wù)人才的培養(yǎng)層次與目標(biāo)人文素養(yǎng)跨文化交際能力商務(wù)知識與技能語言知識與技能本課程在專業(yè)建設(shè)與人才培養(yǎng)中的地位工商導(dǎo)論商務(wù)英語閱讀國際貿(mào)易實務(wù)國際市場營銷跨文化商務(wù)交際商務(wù)英語寫作CorporateGoalsMarketingStrategyTheMarketingMixProductMixPriceMixPlaceMixPromotionMixBrandnamePackagesFunctionalitywarrantyDiscountBundlingPriceFlexibilityChannelofdistributionInventoryManagementAdvertisingPersonalsellingPublicitySalespromotionCustomerCost

ConvenienceCommunicationUnit1AdvertisementReadingone:1.

Pre-readingactivities2.Readthetextanddiscussquestions3.WordsandExpressionKeylanguagepointsDifficultsentencesExercises4.Post-Reading為泡泡糖做的雜志內(nèi)頁立體式廣告在前往飛機(jī)場或離開飛機(jī)場的大巴上，有一些特殊的拉手。說到特殊，那是因為它作為一個很常見的廣告載體卻能夠讓上面的廣告與受眾產(chǎn)生互動。就IWC這款飛行員手表，當(dāng)乘客使用這個拉手的時候就像是佩戴了IWC的飛行員手表。Pre-readingactivitiesReflectonsomeadsDiscussquestions1.Whataretheelementsofadvertisement?What’sthepurposeofadvertising?Whatarethefeaturesofads?2.Whatdoyouthinkmakesagoodad?3.What’syourfavoritesadvertisement?Describeitandtellwhyyoulikeit.

4.HowdoestheInternetdifferfromotherconventionaladvertisingmedia?DifferencesamongAdvertise,AdvertisingandAdvertisementAdvertise:v.意為在報紙、廣播、電視上為產(chǎn)品等做廣告.Eg:Manufacturesadvertiseproductthattheywishtosell.制造商為他們想銷售的產(chǎn)品做廣告。Advertising:v-ing.

廣告，廣告業(yè)（不可數(shù),較抽象）Eg.Informativeadvertising,persuasiveadvertising,advertisingcampaignAdvertisement:n.廣告本身，比如報紙上、電視里看到的廣告實體(可數(shù)，較具體)Eg.displayadvertisement,classifiedadvertisementWhatisadvertising?Advertisingisattemptingtoinfluencethebuyingbehaviorofyourcustomersorclientsbyprovidingapersuasivesellingmessageaboutyourproductsand/orservices.

Whatisadvertising?Advertisingisintendedtopersuadeandtoinform.Thetwobasicaspectsofadvertisingarethemessage(whatyouwantyourcommunicationtosay)andthemedium(howyougetyourmessageacross).廣告定義眾說紛論概念美國《廣告時代周刊》在1932公開征求的廣告定義：個人、商品、勞務(wù)、運(yùn)動，以印刷、書寫、口述或圖畫為表現(xiàn)方法，由廣告者出費(fèi)用作公開宣傳，以促成銷售、使用、投票或贊成為目的活動?！裼逗喢鞑涣蓄嵃倏迫珪穼V告的解釋：廣告是傳播信息的一種方式，其目的在于推銷商品、勞務(wù)、影響輿論，博得政治支持，推進(jìn)一種事業(yè)或引起刊登廣告者所希望的其他反應(yīng)?！衩绹鴱V告協(xié)會(AAA)的廣告定義：廣告是付費(fèi)的大眾傳播，其最終目的是為了傳遞信息，改變?nèi)藗儗τ谒鶑V告的商品的態(tài)度，誘發(fā)其行動而使廣告主獲得利益。Whyadvertise?

Tocreateawareness,customerinterestordesireToboostsalesTobuildbrandloyalty(ortomaintainitattheexistinglevel)TolaunchanewproductWhattoadvertise?

Ingeneral,therearereallyonlytwokindsofeffectiveadvertisingmessage:-Firstly,doesthebusiness/producthaveaUniqueSellingProposition

(“USP”)“Auniquesellingpropositionisacustomerbenefitthatnootherproductcanclaim”-Secondly,doesthethingthatisbeingadvertised“addvalue”andifso,how? Forexample,advertisingforwashingpowderswillfocusonthe“addedvalue”createdbywhiteningagentsorthefactthataparticularformulationwilllastlongerthanthecompetition.ClassificationofAdvertisingA.按照宣傳對象劃分productadvertising產(chǎn)品廣告non-productadvertising非產(chǎn)品廣告commercialadvertising商業(yè)廣告non-commercialadvertising非商業(yè)廣告behavioradvertising行為廣告cognitiveadvertising認(rèn)知廣告ClassificationofAdvertisingB.按目標(biāo)群體劃分consumeradvertising消費(fèi)者廣告

businessadvertising業(yè)務(wù)廣告

C.按目標(biāo)區(qū)域劃分localadvertising地方廣告

nationaladvertising全國廣告

internationaladvertising國際廣告

ClassificationofAdvertisingD.按傳播媒介劃分printadvertising印刷廣告

electronicadvertising電子廣告

out-of-home/outdooradvertising戶外廣告

postadvertising直郵廣告

AdvertisingComponentsandFeaturesI.Advertiser（廣告主）

----themainbodyofadvertisingTheadvertiseristhesenderofinformationandalltheadvertisingactivitiesshouldbeconsistentwiththepurposeandwillingnessoftheadvertiser.Corporation（公司）Enterprise（企業(yè)）Government（政府）CCTV廣告Organization（組織）聯(lián)合國兒童基金會廣告Individual（個人）個人廣告AdvertisingComponentsandFeatures2.AdvertisingMedia（廣告媒體）MediaarethemeansofthedisseminationofadvertisingNewspaperbroadcastMagazineTVprogramMailBillboard1-4arecalledthefourmainmediaofadvertising.AdvertisingComponentsandFeatures3.AdvertisingfeesNewproductstendtoneedalargeradvertisingbudgettohelpbuildawarenessandtoencourageconsumerstotrytheproduct.Aproductthatishighlydifferentiatedmayalsoneedmoreadvertisingtohelpsetitapartfromthecompetition-emphasizingthepointsofdifference.Howeversettingtheadvertisingbudgetisnotaeasyjob-howcanabusinesspredicttherightamounttospend.Whichpartsoftheadvertisingcampaignwillworkbestandwhichwillhaverelativelylittleeffect?AdvertisingComponentsandFeatures4.AdvertisinginformationSpendingalotonadvertisingdoesnotguaranteesuccess.Researchsuggeststhattheclarityoftheadvertisingmessageisoftenmoreimportantthantheamountspent.Theadvertisingmessagemustbecarefullytargetedtoimpactthetargetcustomeraudience.Asuccessfuladvertisingmessageshouldhavethefollowingcharacteristics: (a)Meaningful-customersshouldfindthemessagerelevant (b)Distinctive-capturethecustomer'sattention (c)Believable-Adifficulttask.Sinceresearchsuggestsmostconsumersdoubtthetruthofadvertisingingeneral.Whatfeaturesasuccessfuladvertisementshouldpossess?AttentionAgoodadvertisementshouldattracttheconsumertodirecttheirattentiontotheproduct.InterestTheintroductionandpublicityofanadvertisementshouldarouse（激起）consumers’greatinterest.DesireThepublicityofadvertisingshouldstimulateconsumers’desiretobuytheproduct,andmakethemrealizethatthisproductisjustwhattheywant.ActionTheadvertisingmakesconsumertoresponsetotheadvertisinginformationandevoke（喚起，引起）themtotaketheactionofpurchasing.

HowtoPersuadeOthersReasoning.Usefacts,statistics,expertopinions,andsurveyresults.Makeyourfactsunderstandableandquotethesourcesofyourinformation.Emotionalappeals.Linkyourproblemandyourplantobasichumanneedssuchasfood,shelter,security,self-esteem,empowerment,sharedbeliefsandsuccess.Showpeoplehowyourplanbenefitsboththemandthecommunity.Makeyourproblemandyourproposedsolutionseeminterestingandpossible.HowtoPersuadeOthersGainpeople'strust.

Tellthetruthwithoutexaggerating.Listentowhatothershavetosayaboutthesubject.Showthatyoubelieveinwhatyouaredoing.Staycalm,peopledon'ttrustsomeonewholosescontrol.Befriendly---youcan'tpersuadeanyonewhodoesn'tlikeyou.3.Keylanguagepointsglossy:a.smoothandshiny

glossymagazines:printedonhigh-qualityglossypaperwithmanyphotographscoloredillustrations(esp.fashionmagazines)

gloss:n.brightnessorshineonasmoothsurface光澤、亮度e.g.Youcanseetheglossonherhair.2)expenditure(1)n.theactofspendingorusingmoneye.g.expenditureofmoneyonweapons購買武器的開支(2)n.theamountofmoneyspente.g.anexpenditureof$500onnewfurniture3)channel(1)n.awaybywhichnews,information,etc.maytravel（新聞、信息）傳播途徑e.g.Yourcomplaintmustbemadethroughtheproperchannels.(2)n.aparticulartelevisionstatione.g.What'syourfavoritechannel?4)schedule

(1)n.aprogrammeofplannedeventse.g.haveafullschedule,i.e.havemanythingstodoafactoryproductionschedule工廠生產(chǎn)進(jìn)度表

(2)n.listofitems,etc.e.g.asparepartsschedule零件一覽表Theattachedschedulegivesdetailsoftheshipment.5)nuisance:n.sth.thatisinconvenient,annoying,;abother(討厭的物，人或行為）e.g.Thenoisewassoloudthatitwasanuisancetotheneighbors.Youareaconfounded

nuisance.Stoppesteringme.你真討厭死了Whatanuisance!I’veforgottenmyticket.6.Confounded:糊涂的,困惑的,討厭的(輕微的詛咒用語)Closethatconfoundedwindow.把那該死的窗戶關(guān)起來。Theshockconfoundedher.那次打擊使她驚惶失措。Pester:使煩惱;糾纏7.LegislationlawspassedbyagovernmentAnimportantpriceofhumanrightlegslationLegislative1)有立法權(quán)的ALegislativeassembly立法議會2）法律的，立法的Theexecutive行政部門Thejudiciary司法部門Thelegislative立法部門8poster(1)n.alargenoticedisplayedinapublicplace招貼；海報；布告e.g.aposteradvertisingthecircus宣傳馬戲團(tuán)的海報(2)n.alargeprintedpicture招貼畫e.g.Herbedroomishungwithposters.9eye-catching:a.strikingandnoticeable招眼的，引人注目的eye-catcher:n.sth.orsb.thatisnoticeable引人注目的人或物10.tempt:v.toattract吸引e.g.Nothingwouldtemptmetocommitacrime.

temptsb.(intosth./doingsth.)e.g.Thewarmweathertemptedusintogoingforaswim.Temptingadj.吸引人的，誘人的，動人的Temptationn.勸誘，誘惑，有誘惑力的事物11sponsor(1)v.(ofapersonorafirm)topayforasportingevent,aconcert,etc.inorde