重庆科创职业学院授课方案商务英语阅读unit3.doc

重庆科创职业学院授课方案（教案） 课名：_ _ 教 师： _ 班级： _ 编写时间： _课题： Unit 3 (2) copywriting and copywriter 教学目的及要求：1. Understand the process of copywriting and copywriter教学重点： 1.to learn the process of copywriting and copywriter 2. to learn how to understand the text教学难点： The process of copywriting and copywriter 教学环节及组织：I Greetings and check the homework II. Fast reading Fast reading and finish Exercise 1 on P 51 III. Teaching processStep 1Introduce the definition of copywriting and copywriter1 Copywriting is writing copy for the purpose of advertising or marketing. The copy is meant to persuade someone to buy a product, or influence their beliefs.2. Copywriters (known as continuity writers in broadcasting) are used to help create direct mail pieces, taglines, jingle lyrics, web page content (although if the purpose is not ultimately promotional, its author might prefer to be called a content writer), online ads, 旁批栏：e-mail and other Internet content, television or radio commercial scripts, press releases, white papers, catalogs, billboards, brochures, postcards, sales letters, and other marketing communications media pages.Step two Copywriting tricks 1. statistics 2. repetition 3. case studies and testimonials 4. easy to read 5. a four letter word Step three Four types of ads in which words are crucial1. If the message is complicated2. If the ad is for a high-involvement product3. Information that needs definition and explanation4. If a message tries to convey abstract qualities copywriter (The person who shapes and sculpts the words in an ad)Step four Advertising Writing Style1. Copy should be as simple as possible2. Should have a clear focus and try to convey only one selling point3. Every word counts; space and time are expensivePractical Tips1. Be succinct（简洁的）2. Be single-minded3. Be specific4. Get personal5. Keep a single focus6. Be controversial7. Be original旁批栏：8. Use variety9. Use imaginative descriptionStep five Copywriting for Print1. Display copyElements readers see in their initial scanning2. Body copyElements that are designed to be read and absorbedThe HeadlineKey element in print advertisingConveys the main messageWorks with the visual to get attention and communicate creative conceptStep six How to Write Headlines?1. A good headline will attract those who are prospects2. The headline must work in combination with the visual to stop and grab the readers attention3. The headline must identify the product and brand, and start the sale4. The headline should lead readers into the body copy Direct-action headlines Indirect-action headlinesStep seven How to Write Other Display Copy Captions（字幕） Have the second-highest readership and serve an information function Subheads（小标题） Sectional headlines used to break up a large block of copy Taglines（宣传词）旁批栏： Short, catchy, memorable phrases used at the end of an ad to complete the creative idea Slogans（口号，标语） Repeated from ad to ad as part of a campaign or long-term brand identity effortStep eight An effective slogan usually states the main benefits of the product or brand for the potential user or buyer implies a distinction be between it and other firms products - of course, within the usual legal constraints makes a simple, direct, concise, crisp, and apt statement is often witty adopts a distinct personality of its own gives a credible impression of a brand or product makes the consumer feel good makes the consumer feel a desire or need step nine Well-known slogans Im Lovin It McDonalds Connecting People Nokia Hello Moto Motorola Impossible is Nothing Adidas Live on the Coke Side of Life - Coca Cola Just do it- Nike The choice of a new generation-Pepsi cola Good to the last drop!-Maxwell House Coffee A diamond is forever DeBeers Have a break. Have a Kit Kat kit katStep ten 旁批栏： Body copy The text of the ad Primary role is to maintain the interest of the reader Lead paragraph The first paragraph of the body copy Where people test the message and see if they want to read it Closing paragraph Refers back to the creative concept and wraps up the Big Idea Call to action Step eleven Print Media Requirements All media in the print category all use the same copy elements The way these elements are used varies with the objective for using the mediumNewspapers Copy does not have to work as hard to catch audiences attention Straightforward and informative Writin