商務(wù)英語泛讀2-unit1

Unit1AdvertisingLeaningObjectivesTolearnsomeknowledgeaboutadvertisingandadvertisingmediumTolearnsomeexpressionsandtermsofadvertisingTolearnhowtosummarizethemainideaofatextPre-readingWhile-readingAfrer-reading1Lead-in1BackgroundInformation2Readandanalyze3Usefulexpressions14Assignment7ReadingskillsandPractice16discussion5Lead-inWatchatypicaladvertisingvideoandanswerthefollowingquestions:Whatproductisthevideoadvertising?Whatadvertisingmedium(廣告媒介)isthisadfor?TV,radio,newspaper,magazine?Whatbrandsdoyouknowfromdailyadvertisements?

BackgroundinformationAdvertisingisaformofcommunicationintendedtopersuadeanaudience(viewers,readersorlisteners)topurchaseortakesomeactionuponproducts,ideas,orservices.Adage=advertisingagePhenomenon禁止廣告時間插播連續(xù)劇Recommendation:MadMen(廣告狂人)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！MYGOD!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。〞校長又問他：“這么高的墻怎么翻過去的??？〞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：“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。〞校長說：“我要記你打過。〞他說：“為什么？〞校長說：“動感地帶，我的地盤我做主。〞ACoca-Colaadvertisementfromthe1890sAn1895advertisementforaweightgainproductEdo(埃多)periodadvertisinginJapan.jpg

AdvertisementforfoodandcosmeticsReadandanalyzethetextReadthetextandfinishexercisesonP6-P8.DefinitionofAdvertising--nonpersonalcommercialmessagestothepublicdesignedtoinformbothestablishedandpotentialcustomers.TypesofAdvertisingDirect-actionadvertising針對性廣告Institutionaladvertising信譽廣告Primary-demandadvertising第一需求廣告Brandadvertising品牌廣告Comparativeadvertising比照廣告AdvertisingMediaAdvertisingMediaConsiderationsinChoosingMediaDosetheadvertisingmediumcoverthemarket?Whatisthecostperreaderorlistenerinthemarket?Indesigninganadvertisingprogram,anindividualfirmoritshiredadvertisingexpertsmustsomehowbalancethenecessityofadvertisingagainstthelikelihoodthatsomeexpenditureswillbewasted.(para3)SentencesThislargeadvertisingindustry〔廣告業(yè)〕offersawidevarietyof〔各種各樣的〕jobstocollegegraduates〔大學(xué)畢業(yè)生〕,includingsuchpositions〔職位〕asadvertisingmanagers,layoutspecialists,artists,copywriters,accountexecutives,mediadirectors,andsalesspecialists.〔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時機，包括諸如廣告經(jīng)理、設(shè)計專員、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。SentencesThespecialchallengethatadvertisingpresentscanbeillustrated〔說明〕bystatementmadebythepresidentofamajoradvertisingagencyinNewYork.(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。SentencesIndividualadvertisingexpendituresvaryfrommorethan$200,000foraone-minutenation-widetelevisioncommercialduringtheWorldSeriesorSuperBowltothesmallcostofprintinganddistributing100announcementstopromotesalesorserviceinaneighborhood.(para.3)個體企業(yè)的廣告費用可以到達(dá)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)銷售或效勞而印刷和發(fā)放傳單的小額花費。SentencesAdvertisingcanbedefinedas〔被定義為〕nonpersonalcommercialmessagestothepublicdesignedtoinformbothestablishedandpotentialcustomers.〔para.4〕廣告可以定義為設(shè)計來讓已有和潛在顧客知曉的公開非個人商業(yè)信息。VocabularyCollegegraduates大學(xué)畢業(yè)生Illustrate說明；描述Symphony交響樂Individualfirm個體企業(yè)Televisioncommercial電視廣告Automobile汽車Sponsor贊助；贊助商Audiencerating收視率Merit優(yōu)點Salespromotion促銷Establishedcustomer老顧客Potentialcustomer潛在顧客VocabularyAssortment分類Telephonepad本Publictransportationvehicle交通工具Catalog目錄Sample樣品Leaflet傳單Circulation發(fā)行量Massmedia群眾傳媒Outlet批發(fā)部；店鋪Usefulexpressions–adwordsAdvertisingindustry廣告業(yè)Advertisingmanager廣告經(jīng)理copywriter廣告文案撰寫人Accountexecutive業(yè)務(wù)代表Mediadirector媒介總監(jiān)Salesspecialist銷售專員Advertisingagent廣告代理公司Advertisingprogram廣告方案Advertisingrates廣告費ReadingskillsSummaryskillsWhatisthetextm