新编商务英语泛读第二册unit1课件

UnitOne

TextAAdvertising

UnitOne

TextAAdvertising

1Talksomethingaboutadvertisingincludingitsdefinition,classification,mediaandconsiderationsinchoosingthepropermedia;Graspthewordsorphrasesrelatedtoadvertising.Teaching

aims

Talksomethingaboutadvertisi2TeachingdifficultyTomakeSstodistinguishcomparativeadvertising,brandadvertisingandprimaryadvertisingTeachingdifficulty3Partone:Lead-inParttwoPre-readingPartthreeVocabularyPartfourAnalysisthedifficultpointsPartfiveFastreading&readingindepthPartsixAssignmentPartone:Lead-in4Just

do

it.

跟着感觉走。Where

there

is

a

way,

there

is

a

Toyota。有路就有丰田车。Tide's

in,

dirt's

out.

汰渍到，污垢逃。Anythingispossible.一切皆有可能。（Nike运动鞋）（丰田汽车）（汰渍洗衣粉）（李宁运动鞋）Let'sreadsomefamousadvertisements,trytoguesstheproducts.

Lead-inJust

do

it.

跟着感觉走。（Nike运动鞋）（丰田5Good

teeth,

good

health.

牙齿好，身体就好。Started

Ahead.

成功之路，从头开始。Can't

beat

the

real

thing.

挡不住的诱惑。Apple

thinks

different.

苹果电脑，不同凡“想”。（高露洁牙膏）（飘柔洗发水）

（可口可乐）（苹果电脑）

Let'sreadsomefamousadvertisements,trytoguesstheproducts.

Lead-inGood

teeth,

good

health.

牙齿好，身6新编商务英语泛读第二册unit1课件7新编商务英语泛读第二册unit1课件8Origin"Advertising"or"advertisement"comesfromLatin“advertere”,whichmeansanapproachtoarousepublicattentiontosomethingandinduceacertaindirection.“广告”一词来源于拉丁文”advertere“，指的是引起公众对某一件东西的关注以及引导其往某一特定方向的方法。Origin起源Pre-readingOrigin"Advertising"or"adver9

Advertisingcanbedefinedasnon-personalcommercialmessagestothepublicdesignedtoinformbothestablishedandpotentialcustomers.Definition广告被定义为将非人员的商业信息传达给公众，目的是为了告知已有或潜在的客户。Pre-reading

Advertisingcanbedefinedas10MatchthewordswiththeirdefinitionadvertiseadvertiseradvertisementadvertisingA.apersonorcompanythatpaysforaproduct,event,orjobtobeadvertisedinanewspaper,ontelevision,oronaposter.B.makepublicityfor;trytosell(aproduct)C.(uncountable)theactivityofcreatingadvertisementsandmakingsurepeopleseethem.

;D.(countable)apublicpromotionofsomeproductorservice

Vocabulary:Matchthewordswiththeirdef11advertise,advertisement,advertising1.advertisevi.&vt.做（登）广告advertiseinnewspapers/magazine“在报纸或杂志上做广告”Vocabulary:advertise,advertisement,adv121.advertisevi.&vt.做（登）广告advertiseon/radio/TV“在广播电台或电视上做广告ChunlanElectronicGroupheavilyadvertiseitsproductonradioandtelevision.Vocabulary:1.advertisevi.&vt.做（登）广告a132.advertisement(countablenoun)做(登)广告;广告E.g.IwishIcouldbuyallthebeautifulthingsIseeinadvertisement.Vocabulary:2.advertisement(countablen143.advertising（uncountablenoun)：〔总称〕广告；广告业advertisingfirm广告公司advertiseadvertizeVocabulary:3.advertising（uncountablenou15Let’sstudymoreadstoday…

Q2:Howmanytypesofadvertisements?

publicads公益广告commercialads商业广告Let’sstudymoreadstoday…

Q216TypesofAdvertisingAnalysisthedifficultpointsTypesofAdvertisingAnalysist17institutionaladvertising

企业广告designedtopromoteafirm'sname言而有信喜之郎，说到做到送大奖；examples:海尔：真诚到永远返回Analysisthedifficultpointsinstitutionaladvertising企业广告18primary-demandadvertising

初级需求广告seekstoincreasethetotaldemandforcertainproductswithoutdistinguishingspecificbrands.examples:“早餐请喝红茶”返回Analysisthedifficultpointsprimary-demandadvertising

初级需19Comparativeadvertising比较广告comparativeadvertising,whichpointstotheadvantagesoftheadvertiser'sproductovercompetingproducts.examples:“宁波老窖，塞外茅台”“林河酒--中国的XO”返回AnalysisthedifficultpointsComparativeadvertising比较广告co20Brandadvertising品牌广告农夫山泉有点甜。examples:一缕浓香，一缕温暖，南方黑芝麻糊。brandadvertising,whichpromotestheuseofaparticularbrandamongcompetingproducts.返回AnalysisthedifficultpointsBrandadvertising品牌广告农夫山泉有点甜。21Lookatthevideosanddecidewhichadsitbelongto?Lookatthevideosanddecide22Brandadvertising

品牌广告/v_show/id_XMzIxMjQxOTIw.htmlBrandadvertising

品牌广告http://v23Primaryadvertising

初级需求广告/v_show/id_XNDY4NDIwNzIw.htmlPrimaryadvertising

初级需求广告http24Comparativeadvertising

比较广告http:///v_show/id_XMjE2NTM1NjA4.html?from=y1.2-1-102.3.8-1.1-1-1-7Comparativeadvertising

比较广告h25Fastreading:Decidewhetherthefollowingsentencesaretrueorfalse.1.direct-action

advertising

triestosellaspecificproduct,while

institutionaladvertising

triestopromoteanorganizationratherthanaspecificproduct.2.Comparative

advertising

triestodevelopthetotaldemandforacertainproducts.3.

Institutional

advertising

emphasizesaparticularproductandplaysdown弱化thenameofthecompany.4.Whenafirm's

advertising

says"ourmotorcycleswilloutperformanyotherbrand,"itisusingcomparative

advertising5.Comparative

advertising

hasbeenbannedbytheFederalTradeCommission.Skimming&ScanningFastreading:Decidewhethert26新编商务英语泛读第二册unit1课件27UnitOne

TextAAdvertising

UnitOne

TextAAdvertising

28Talksomethingaboutadvertisingincludingitsdefinition,classification,mediaandconsiderationsinchoosingthepropermedia;Graspthewordsorphrasesrelatedtoadvertising.Teaching

aims

Talksomethingaboutadvertisi29TeachingdifficultyTomakeSstodistinguishcomparativeadvertising,brandadvertisingandprimaryadvertisingTeachingdifficulty30Partone:Lead-inParttwoPre-readingPartthreeVocabularyPartfourAnalysisthedifficultpointsPartfiveFastreading&readingindepthPartsixAssignmentPartone:Lead-in31Just

do

it.

跟着感觉走。Where

there

is

a

way,

there

is

a

Toyota。有路就有丰田车。Tide's

in,

dirt's

out.

汰渍到，污垢逃。Anythingispossible.一切皆有可能。（Nike运动鞋）（丰田汽车）（汰渍洗衣粉）（李宁运动鞋）Let'sreadsomefamousadvertisements,trytoguesstheproducts.

Lead-inJust

do

it.

跟着感觉走。（Nike运动鞋）（丰田32Good

teeth,

good

health.

牙齿好，身体就好。Started

Ahead.

成功之路，从头开始。Can't

beat

the

real

thing.

挡不住的诱惑。Apple

thinks

different.

苹果电脑，不同凡“想”。（高露洁牙膏）（飘柔洗发水）

（可口可乐）（苹果电脑）

Let'sreadsomefamousadvertisements,trytoguesstheproducts.

Lead-inGood

teeth,

good

health.

牙齿好，身33新编商务英语泛读第二册unit1课件34新编商务英语泛读第二册unit1课件35Origin"Advertising"or"advertisement"comesfromLatin“advertere”,whichmeansanapproachtoarousepublicattentiontosomethingandinduceacertaindirection.“广告”一词来源于拉丁文”advertere“，指的是引起公众对某一件东西的关注以及引导其往某一特定方向的方法。Origin起源Pre-readingOrigin"Advertising"or"adver36

Advertisingcanbedefinedasnon-personalcommercialmessagestothepublicdesignedtoinformbothestablishedandpotentialcustomers.Definition广告被定义为将非人员的商业信息传达给公众，目的是为了告知已有或潜在的客户。Pre-reading

Advertisingcanbedefinedas37MatchthewordswiththeirdefinitionadvertiseadvertiseradvertisementadvertisingA.apersonorcompanythatpaysforaproduct,event,orjobtobeadvertisedinanewspaper,ontelevision,oronaposter.B.makepublicityfor;trytosell(aproduct)C.(uncountable)theactivityofcreatingadvertisementsandmakingsurepeopleseethem.

;D.(countable)apublicpromotionofsomeproductorservice

Vocabulary:Matchthewordswiththeirdef38advertise,advertisement,advertising1.advertisevi.&vt.做（登）广告advertiseinnewspapers/magazine“在报纸或杂志上做广告”Vocabulary:advertise,advertisement,adv391.advertisevi.&vt.做（登）广告advertiseon/radio/TV“在广播电台或电视上做广告ChunlanElectronicGroupheavilyadvertiseitsproductonradioandtelevision.Vocabulary:1.advertisevi.&vt.做（登）广告a402.advertisement(countablenoun)做(登)广告;广告E.g.IwishIcouldbuyallthebeautifulthingsIseeinadvertisement.Vocabulary:2.advertisement(countablen413.advertising（uncountablenoun)：〔总称〕广告；广告业advertisingfirm广告公司advertiseadvertizeVocabulary:3.advertising（uncountablenou42Let’sstudymoreadstoday…

Q2:Howmanytypesofadvertisements?

publicads公益广告commercialads商业广告Let’sstudymoreadstoday…

Q243TypesofAdvertisingAnalysisthedifficultpointsTypesofAdvertisingAnalysist44institutionaladvertising

企业广告designedtopromoteafirm'sname言而有信喜之郎，说到做到送大奖；examples:海尔：真诚到永远返回Analysisthedifficultpointsinstitutionaladvertising企业广告45primary-demandadvertising

初级需求广告seekstoincreasethetotaldemandforcertainproductswithoutdistinguishingspecificbrands.examples:“早餐请喝红茶”返回Analysisthedifficultpointsprimary-demandadvertising

初级需46Comparativeadvertising比较广告comparativeadvertising,whichpointstotheadvantagesoftheadvertiser'sproductovercompetingproducts.examples:“宁波老窖，塞外茅台”“林河酒--中国的XO”返回AnalysisthedifficultpointsComparativeadvertising比较广告co47Brandadvertising品牌广告农夫山泉有点甜。examples:一缕浓香，一缕温暖，南方黑芝麻糊。brandadvertising,whichpromotestheuseofaparticularbrandamongcompetingproducts.返回AnalysisthedifficultpointsBrandadvertising品牌广告农夫山泉有点甜。48Lookatthevideosanddecidewhichadsitbelongto?Lookatthevideosanddecid