商务英语泛读.pptx

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1、商务英语泛读商务英语泛读Leaning ObjectivesTo learn some knowledge about advertising and advertising mediumTo learn some expressions and terms of advertising To learn how to summarize the main idea of a text第1页/共30页Pre-reading While-readingAfrer-reading 1Lead-in1Background Information 2 Read and analyze3Useful e

2、xpressions 1 4Assignment7Reading skills and Practice1 6discussion5第2页/共30页Lead-in Watch a typical advertising video and answer the following questions:l lWhat product is the video What product is the video advertising?advertising?l lWhat advertising medium(What advertising medium(广告广告广告广告媒介媒介媒介媒介)is

3、 this ad for?TV,radio,)is this ad for?TV,radio,newspaper,magazine?newspaper,magazine?l lWhat brands do you know from What brands do you know from daily advertisements?daily advertisements?第3页/共30页Background information Advertising is a form of communication intended to persuade an audience(viewers,r

4、eaders or listeners)to purchase or take some action upon products,ideas,or services.Adage=advertising age Phenomenon禁止广告时间插播连续剧Recommendation:Mad Men(广告狂人)第4页/共30页第5页/共30页第6页/共30页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，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

5、！MY GOD!第7页/共30页广告也疯狂有个人爬墙出校被校长抓到，校长问他：有个人爬墙出校被校长抓到，校长问他：“为什么不从校门走？为什么不从校门走？”他说：他说：“美特斯邦威美特斯邦威不走寻常路不走寻常路。”校长又问他：校长又问他：“这么高的墙怎么翻过去的啊？这么高的墙怎么翻过去的啊？”他指了指裤子说：他指了指裤子说：“李宁李宁一切皆有可能一切皆有可能！”校长又问他：校长又问他：“翻墙是什么感觉？翻墙是什么感觉？”他指了指鞋子说：他指了指鞋子说：“特步特步飞一般的感觉飞一般的感觉！”第二天，他从正门进学校，校长问他：第二天，他从正门进学校，校长问他：“怎么不翻墙了？怎么不翻墙了？”他说：他

6、说：“安踏安踏我选择，我选择，我喜欢我喜欢！”第三天他穿混混装，校长说：第三天他穿混混装，校长说：“为什么穿混混装为什么穿混混装”。他说：。他说：“穿什么就什么穿什么就什么森马服饰森马服饰”。第四天他穿背心上学，校长说：第四天他穿背心上学，校长说：“不能穿背心上学。不能穿背心上学。”他说：他说：“男人简单就好男人简单就好爱登爱登堡服饰堡服饰。”校长说：校长说：“我要记你打过。我要记你打过。”他说：他说：“为什么？为什么？”校长说：校长说：“动感地带，我动感地带，我的地盘我做主的地盘我做主。”第8页/共30页第9页/共30页A Coca-Cola advertisement from the 1

7、890s第10页/共30页An 1895 advertisement for a weight gain product第11页/共30页第12页/共30页第13页/共30页Edo(埃多埃多)period advertising in Japan.jpg第14页/共30页Advertisement for food and cosmetics第15页/共30页第16页/共30页Read and analyze the textRead the text and finish exercises on P6-P8.Definition of Advertising -nonpersonal co

8、mmercial messages to the public designed to inform both established and potential customers.第17页/共30页Types of AdvertisingDirect-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 advertising 对比广告第18页/共30页Advertising Media第19页/共30页A

9、dvertising Media 第20页/共30页Considerations in Choosing MediaDose 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 advertising experts must somehow balance the necessity of advertising again

10、st the likelihood that some expenditures will be wasted.(para3)第21页/共30页Sentences This large This large advertising industryadvertising industry（广告业）（广告业）offers offers a wide variety ofa wide variety of（各（各种各样的）种各样的）jobs to jobs to college graduatescollege graduates（大学毕业生）（大学毕业生）,including such,incl

11、uding such positionspositions（职位）（职位）as advertising managers,layout specialists,artists,as advertising managers,layout specialists,artists,copywriters,account executives,media directors,and sales copywriters,account executives,media directors,and sales specialists.specialists.（para.1)para.1)（美国）这个巨大

12、的广告业为大学毕业生提供了广泛的工作机会，包括（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。总监、销售专员这类职位。第22页/共30页Sentences The special challenge that advertising presents can be illustrated（说明）by statement made by the president of a major advertising agency in New

13、 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。第23页/共30页Sentences Individual Individual advertising expendituresadvertising expenditures varyvary from more than$200,000 for from more than$200,000 for a one-minute nation-wide a one-minute nation-wide television commercialtelevision commercial during th

14、e during the World World SeriesSeries or or Super BowlSuper Bowl to the small cost of to the small cost of printingprinting and and distributing distributing 100 100 announcementsannouncements to to promote salespromote sales or service in a or service in a neighborhood.(para.3)neighborhood.(para.3)

15、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段的电视广告每分钟2020多万元，也可以是为了提高一个小区内销售或服多万元，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。务而印刷和发放传单的小额花费。第24页/共30页Sentences Advertising can be defined as（被定义为）nonpersonal commercial messages to the public designed to inform both established and pote

16、ntial customers.（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。第25页/共30页VocabularyCollege graduates College graduates 大学毕业生大学毕业生Illustrate Illustrate 说明；描述说明；描述Symphony Symphony 交响乐交响乐Individual firm Individual firm 个体企业个体企业Television commercial Television commercial 电视广告电视广告Automobile Automobile 汽车汽车Sponso

17、r Sponsor 赞助；赞助商赞助；赞助商Audience rating Audience rating 收视率收视率Merit Merit 优点优点Sales promotion Sales promotion 促销促销Established customer Established customer 老顾客老顾客Potential customer Potential customer 潜在顾客潜在顾客第26页/共30页VocabularyAssortment 分类Telephone pad 电话本Public transportation vehicle交通工具Catalog 目录Sa

18、mple 样品Leaflet 传单Circulation 发行量Mass media 大众传媒Outlet 批发部；店铺第27页/共30页Useful expressions ad wordsAdvertising 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 广告费第28页/共

19、30页Reading skillsSummary skillsWhat is the text mainly about?l lWhat is advertising?What is advertising?l lTypes of AdvertisingTypes of Advertisingl lAdvertising media Advertising media l lConsiderations on choosing advertising mediaConsiderations on choosing advertising mediaThe text introuduce what advertising is and how The text introuduce what advertising is and how to choose advertising way in some to choose advertising way in some conditioins.conditioins.第29页/共30页感谢您的观看。感谢您的观看。第30页/共30页