学生新编商务英语精读4-unit-1

BusinessEnglish

IntensiveReadingUnitOneAdvertising本课程在专业建设与人才培养中的地位课程类别及性质学分及比例学时学分小计占总学分百分比百分比小计通识教育课程平台公共必修课程模块21421224206+156+5周公共选修课程模块2112305+98+1周学科基础课程平台必修454525.625.6720+138专业课程平台专业必修课程模块25.559.514.533.9356+18+6周专业任选课程模块9：师范5.1162（22：非师范）（12.5）396专业方向课程限选模块126.8216教师教育课程限选模块137.4172+62+54集中性实践教学平台必修292916.516.541周合计

175.5

2137+472+54+52周2199+410+52周辅修专业

24.5课程性质与教学目标《高等学校商务英语专业本科教学要求》（试行）把商务英语定义为：在经济全球化环境下，围绕贸易，投资展开的各种经济，公务和社会活动所使用的语言，具体包括贸易，管理，金融，营销，旅游，新闻，法律等。应用型商务人才的培养层次与目标人文素养跨文化交际能力商务知识与技能语言知识与技能本课程在专业建设与人才培养中的地位工商导论商务英语阅读国际贸易实务国际市场营销跨文化商务交际商务英语写作CorporateGoalsMarketingStrategyTheMarketingMixProductMixPriceMixPlaceMixPromotionMixBrandnamePackagesFunctionalitywarrantyDiscountBundlingPriceFlexibilityChannelofdistributionInventoryManagementAdvertisingPersonalsellingPublicitySalespromotionCustomerCost

ConvenienceCommunicationUnit1AdvertisementReadingone:1.

Pre-readingactivities2.Readthetextanddiscussquestions3.WordsandExpressionKeylanguagepointsDifficultsentencesExercises4.Post-Reading为泡泡糖做的杂志内页立体式广告在前往飞机场或离开飞机场的大巴上，有一些特殊的拉手。说到特殊，那是因为它作为一个很常见的广告载体却能够让上面的广告与受众产生互动。就IWC这款飞行员手表，当乘客使用这个拉手的时候就像是佩戴了IWC的飞行员手表。Pre-readingactivitiesReflectonsomeadsDiscussquestions1.Whataretheelementsofadvertisement?What’sthepurposeofadvertising?Whatarethefeaturesofads?2.Whatdoyouthinkmakesagoodad?3.What’syourfavoritesadvertisement?Describeitandtellwhyyoulikeit.

4.HowdoestheInternetdifferfromotherconventionaladvertisingmedia?DifferencesamongAdvertise,AdvertisingandAdvertisementAdvertise:v.意为在报纸、广播、电视上为产品等做广告.Eg:Manufacturesadvertiseproductthattheywishtosell.制造商为他们想销售的产品做广告。Advertising:v-ing.

广告，广告业（不可数,较抽象）Eg.Informativeadvertising,persuasiveadvertising,advertisingcampaignAdvertisement:n.广告本身，比如报纸上、电视里看到的广告实体(可数，较具体)Eg.displayadvertisement,classifiedadvertisementWhatisadvertising?Advertisingisattemptingtoinfluencethebuyingbehaviorofyourcustomersorclientsbyprovidingapersuasivesellingmessageaboutyourproductsand/orservices.

Whatisadvertising?Advertisingisintendedtopersuadeandtoinform.Thetwobasicaspectsofadvertisingarethemessage(whatyouwantyourcommunicationtosay)andthemedium(howyougetyourmessageacross).广告定义众说纷论概念美国《广告时代周刊》在1932公开征求的广告定义：个人、商品、劳务、运动，以印刷、书写、口述或图画为表现方法，由广告者出费用作公开宣传，以促成销售、使用、投票或赞成为目的活动。●英国《简明不列颠百科全书》对广告的解释：广告是传播信息的一种方式，其目的在于推销商品、劳务、影响舆论，博得政治支持，推进一种事业或引起刊登广告者所希望的其他反应。●美国广告协会(AAA)的广告定义：广告是付费的大众传播，其最终目的是为了传递信息，改变人们对于所广告的商品的态度，诱发其行动而使广告主获得利益。Whyadvertise?

Tocreateawareness,customerinterestordesireToboostsalesTobuildbrandloyalty(ortomaintainitattheexistinglevel)TolaunchanewproductWhattoadvertise?

Ingeneral,therearereallyonlytwokindsofeffectiveadvertisingmessage:-Firstly,doesthebusiness/producthaveaUniqueSellingProposition

(“USP”)“Auniquesellingpropositionisacustomerbenefitthatnootherproductcanclaim”-Secondly,doesthethingthatisbeingadvertised“addvalue”andifso,how? Forexample,advertisingforwashingpowderswillfocusonthe“addedvalue”createdbywhiteningagentsorthefactthataparticularformulationwilllastlongerthanthecompetition.ClassificationofAdvertisingA.按照宣传对象划分productadvertising产品广告non-productadvertising非产品广告commercialadvertising商业广告non-commercialadvertising非商业广告behavioradvertising行为广告cognitiveadvertising认知广告ClassificationofAdvertisingB.按目标群体划分consumeradvertising消费者广告

businessadvertising业务广告

C.按目标区域划分localadvertising地方广告

nationaladvertising全国广告

internationaladvertising国际广告

ClassificationofAdvertisingD.按传播媒介划分printadvertising印刷广告

electronicadvertising电子广告

out-of-home/outdooradvertising户外广告

postadvertising直邮广告

AdvertisingComponentsandFeaturesI.Advertiser（广告主）

----themainbodyofadvertisingTheadvertiseristhesenderofinformationandalltheadvertisingactivitiesshouldbeconsistentwiththepurposeandwillingnessoftheadvertiser.Corporation（公司）Enterprise（企业）Government（政府）CCTV广告Organization（组织）联合国儿童基金会广告Individual（个人）个人广告AdvertisingComponentsandFeatures2.AdvertisingMedia（广告媒体）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（唤起，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光泽、亮度e.g.Youcanseetheglossonherhair.2)expenditure(1)n.theactofspendingorusingmoneye.g.expenditureofmoneyonweapons购买武器的开支(2)n.theamountofmoneyspente.g.anexpenditureof$500onnewfurniture3)channel(1)n.awaybywhichnews,information,etc.maytravel（新闻、信息）传播途径e.g.Yourcomplaintmustbemadethroughtheproperchannels.(2)n.aparticulartelevisionstatione.g.What'syourfavoritechannel?4)schedule

(1)n.aprogrammeofplannedeventse.g.haveafullschedule,i.e.havemanythingstodoafactoryproductionschedule工厂生产进度表

(2)n.listofitems,etc.e.g.asparepartsschedule零件一览表Theattachedschedulegivesdetailsoftheshipment.5)nuisance:n.sth.thatisinconvenient,annoying,;abother(讨厌的物，人或行为）e.g.Thenoisewassoloudthatitwasanuisancetotheneighbors.Youareaconfounded

nuisance.Stoppesteringme.你真讨厌死了Whatanuisance!I’veforgottenmyticket.6.Confounded:糊涂的,困惑的,讨厌的(轻微的诅咒用语)Closethatconfoundedwindow.把那该死的窗户关起来。Theshockconfoundedher.那次打击使她惊惶失措。Pester:使烦恼;纠缠7.LegislationlawspassedbyagovernmentAnimportantpriceofhumanrightlegslationLegislative1)有立法权的ALegislativeassembly立法议会2）法律的，立法的Theexecutive行政部门Thejudiciary司法部门Thelegislative立法部门8poster(1)n.alargenoticedisplayedinapublicplace招贴；海报；布告e.g.aposteradvertisingthecircus宣传马戏团的海报(2)n.alargeprintedpicture招贴画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，诱人的，动人的Temptationn.劝诱，诱惑，有诱惑力的事物11sponsor(1)v.(ofapersonorafirm)topayforasportingevent,aconcert,etc.inorde