《Business Letters》课件-Module 8 Advertisements课件-课件-

AdvertisementsModuleEightGenre-basedBusinessEnglishReadingLearningObjectivesPre-readingReadingPost-readingFurtherReading2learnsometermsaboutadvertisement3getfamiliarwiththeformatandcontentsofadvertisement4knowthebasicsaboutpassivevoice5practicethewritingofadvertisement1knowhowtowriteanadvertisementLearningObjectivesPre-readingReadingPost-readingFurtherReadingWatchtheadvertisementfromtheAppleInc.,thentrytoanswerthefollowingquestions.LearningObjectivesPre-readingReadingPost-readingFurtherReading1.Whycan’tweignorethecrazypeopleaccordingtothespeaker?2.Whatisthepurposeofthisadvertisement?Becausetheychangethingsandtheypushthehumanraceforwad.ToshowtheuniquenessandinnovationoftheAppleproductsandtopromotetheirsales.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartOneGetYourselfPrepared:theBasicsI.Getyourselffamiliarwiththeterms.Thefollowingtermsarefromthepassageyouaregoingtoread.Readthedefinitionstogetyourselfpreparedforthecomprehensionofthepassage.►1.tagline:►2.infographic:►3.customerpersona:ashorttextwhichservestoclarifyathoughtfor,orisdesignedwithaformof,

dramaticeffectgraphicvisualrepresentationsofinformation,

data,orknowledgeintendedtopresentinformationquicklyandclearlya

semi-fictionalarchetype

thatrepresentsthekeytraitsofalargesegmentofyouraudience,basedonthedatayou’vecollectedfromuserresearchandwebanalysisLearningObjectivesPre-readingReadingPost-readingFurtherReading►4.competitiveadvantage:►5.subheading:►6.searchengineoptimization:►7.A/Btesting:afavourablepositionabusinessholdsinthemarketwhichresultsinmorecustomersandprofitstitlethatdividespartofapieceofwritingintoshortersectionstheprocessofimprovingthequalityandquantityofwebsitetraffictoawebsiteorawebpagefrom

search

enginesamethodologyinadvertisingofusingrandomizedexperimentswithtwovariants,AandB,whicharethecontrolandtreatmentinthecontrolledexperimentLearningObjectivesPre-readingReadingPost-readingFurtherReadingII.Testyourselfwiththeterms.FillintheblanksinsentenceslistedinColumnBwiththetermsinColumnA.ABtagline1.Asyoucanseefromthedatainthe__________below,therearestillplentyofbelieversinsocialmediaasabusinessmarketingtool.infographic2.Becausesearchissoimportant,thefieldof

___________________

hasevolvedintoahugeandsomewhatcontroversialbusiness.customerpersona3.Itslargescaleandrespectedbrand,andthehighcostofswitchingtoanothervendor,giveitabig________________.competitiveadvantage4.

_________,alsoknownassplittests,allowyoutocompare2versionsofsomethingtolearnwhichismoreeffective.subheading5.The_____“ChevyRunsDeep”seemstobegettingsomebuzzintheU.S.,wherethebrandoverallis14.4%aheadof2021insales.searchengineoptimization6.Youcanfindthechartinthe“FinancialMatters”chapterunderthe__________“MortgagesandLoans.”A/Btesting7.AccordingtoHubSpot,a_____________is“asemi-fictionalrepresentationofyouridealcustomerbasedonmarketresearchandrealdataaboutyourexistingcustomers.”infographicsearchengineoptimationcompetitiveadvantageA/BtestingtaglinesubheadingcustomerpersonaLearningObjectivesPre-readingReadingPost-readingFurtherReadingPassage1HowtoWriteanEffectiveAdvertisement/career-advice/career-development/advertisement-writing

Advertisingisakeybusinessstrategyformostcompanies.Effectiveadvertisingoftenrequiresthoughtfulandpersuasivewritingtoaccompanyanyimagesorvideos.Knowinghowtowritespecificallyforadvertisingandmarketingcanbenefityourcareerdevelopmentandyourorganization.Inthisarticle,weexplainwhatadvertisementwritingisandprovidealistofstepstowriteaneffectiveadvertisement.Whatisadvertisementwriting?Advertisementwritingisastyleofwritingthatusespersuasionandotherstylistictacticstoengagepotentialcustomers.Advertisementwritingcanbeasshortasataglineforaphotoorvideooraslengthyasanarticleorblogpostforcustomerstoread.Knowingwhatthegoaloftheadvertisementiscanhelpyouwritestrongandeffectivecopy.LearningObjectivesPre-readingReadingPost-readingFurtherReadingHowtowriteanadvertisementUsethesestepsandtipstohelpyouwriteapersuasiveandeffectiveadvertisement:1.DeterminethemediumBeforeyoucanwriteyouradvertisement,youneedtoknowwhatmediumyou’rewritingfor.Intoday’smarket,mostcopywillenduponline,whetherit’savideo,infographicorarticle,soyourwritingfordigitization,regardlessofmedium,isagoodstrategy.2.Reviewcompetitor’sadvertisementsOnceyouknowwhattypeofadcopyyou’llbewriting,researchcompetitor’sadvertisementstoseewhatworkswellandwhatcoulduserevision.Reviewingcurrentadvertisementsinyourindustryisausefulwaytomonitortrendsandmakeinitialwritingdecisionswithoutperformingextensivetesting.optimizing使最优化；充分利用tomakesthasgoodasitcanbe;tousesthinthebestpossiblewayLearningObjectivesPre-readingReadingPost-readingFurtherReadingLearningObjectivesPre-readingPost-readingFurtherReadingReading3.IdentifyyouraudienceEnsureyou’rewritinginawaythatwillconnectwithyourtargetaudience.Ifneeded,establishcustomerpersonastohelpyoubetteridentifyyour

andmakesureyou’retailoringyourcontenttotheirinterests.4.CreateaheadlineWriteaheadlineortitleforyourpiecethatwillengageyouraudienceandprovideusefulinsightintowhatthey’llgetfromthearticle.Includeavalue

ifpossibletoshowreaderswhatthey’llgainfromreadingyourpieceorengagingwithyourcontent.5.IncludeahookThefirstlineofyouradvertisementshouldimmediatelyattracttheattentionofyourreaderandencouragethemtocontinuereading.Usecompellinglanguagethatrelatesdirectlytoyourtargetdemographic.Yourhookcanusewritingdeviceslikeaskingaquestion,presentingascenarioorsharingafacttoengagethereader.同类客户群体

agroupofcustomerswhoareofasimilarage,thesamesex,etc.见解；主张；观点astatementthatexpressesanopinionpropositiondemographicLearningObjectivesPre-readingReadingPost-readingFurtherReading6.UsesecondpersonUsethesecondperson“you”inyourwritingtospeakdirectlytothereader.Thishelpskeepthetoneofyourwritingconversational,anditwillhelpyourreaderfeelasifyouwrotethepiecespecificallyforthem.7.ListaproblemOneeffectivestrategyforpersuadingyourreadertoconsideryourproductorserviceistoidentifyaproblemtheymaybefacingthatyourproductorservicesolves.Clearlydescribethecustomer’spainpointandhighlighttheannoyanceofdealingwiththeissue.8.ShareasolutionAfteridentifyingthecustomer’sproblem,sharehowyourcompany’sproductorservicesolvesthatproblem.Bedescriptiveandhighlightthehappiness,joy,relieforotheremotionsthecustomerwillfeelafterthey’veresolvedtheirpainpoint.LearningObjectivesPre-readingReadingPost-readingFurtherReading9.DescribeyourproductProvideadescriptionoftheproductorserviceforthecustomer.Thissectionshouldsharehighlightsratherthananextensivedescription.Youwanttoencouragethecustomertocontinuereading,soconsidertryingtheproductorservicedescriptiondirectlytothenarrativeoftherestofthewriting.10.HighlightyourcompetitiveadvantageEnsureyousharetheuniquesellingpointyourproductorserviceoffersthecustomer.Youwanttopersuadethemthatyourproductorserviceisbetterthananyothertheycouldpurchase.Insteadofaddressingcompetitors,focusonwhyyouritemisthebestoptionfortheconsumer.11.LinktothewebsiteIfyou'regoingtopostyourpieceonline,ensureyouincludelinkstoyourcompany’swebsiteandproductorservicepageinyourwriting,socustomerscaneasily

totheappropriatepageandpotentiallymakeanimmediatepurchase.navigate（在互联网或网站上）导航tofindyourwayaroundontheInternetoronaparticularwebsiteLearningObjectivesPre-readingReadingPost-readingFurtherReading12.KeepparagraphsshortKeepyourparagraphsshortanduseheadings,subheadings,bulletpointsandotherstylisticelementstohelpyourreaderquicklyparsetheinformationandgatherthemostimportantdetailsandinformationfromyourwriting.13.IncludepersuasivelanguageMakesureyourwritingis

andpersuasive.Thegoalistoconvincereaderstopurchaseyourproductorservice,soyoushouldchoosethespecificwordsandformattingcarefullytomaximizethelikelihoodthattheybecomecustomers.14.AddkeywordsKeywordsareanimportantelementofattractingonlinetraffic.Ifyou’repostingyouradvertisementwritingonline,ensureyou’reincludingkeywordsthataprospectivebuyermightusewhenlookingforasolutiontotheirpainpointwhensearchingonline.有趣的；令人愉快的；迷人的interestingorpleasantinawaythatattractsyourattentionengagingLearningObjectivesPre-readingReadingPost-readingFurtherReading15.UsestatisticsStatistics,metricsandothernumbersaddcredibilitytoyourwritingandincreasevisualinterestinanotherwisetext-heavyarticle.Ifrelevant,includeusefulmetricsaboutyourproductorcompanyinyourwritingtofurtherpersuadeyourreaderstoengagewithyourproductorservice.16.BeconciseKeepyourwriting

anddirect.Youwantyourreadertostayengagedfortheentiretyofthepiece,sotheyreceivealltheimportantinformationaboutyourproductorservice.Conciselanguagecanhelpaccomplishthisgoal.17.ConsideraquoteIfyouhavetestimonialsfromcustomers,consideraddingaquoteabouttheirpurchasingexperience,theirsatisfactionwiththeproductorserviceortheirpositiveinteractionswithcompanyemployeesintoyourwriting.简明的；言简意赅的expressedclearlyandinafewwordssuccinctLearningObjectivesPre-readingReadingPost-readingFurtherReading18.BehonestEnsurealltheinformationyouincludeinyourwritingis

andaccurate.Ifpossible,includelinksorcitationstostatisticsorotherclaimstoillustrateyourcompany’stransparencyandhonesty.19.AddvisualsConsiderincludinganimage,photo,illustrationorvideolinkinyourwrittencontent.Theuseofavisualcanhelpinitiallyattracttheattentionofyourreaderandencouragethemtokeepreadingoncethey’vestartedthepiece.20.OptimizeforsearchEnsureyou’veconsideredsearchengineoptimization,or“SEO”inyourwritingandpreparationforonlineposting.SEOinvolvesboththecontentandthebackgroundcodingandplacement.WithSEOstrategiesinplace,yourpiecewilllikelyperformbetteronlinethanitwouldwithoutthem.可证实的;可检验的abletobecheckedorprovedverifiableLearningObjectivesPre-readingReadingPost-readingFurtherReading21.ProofreadBeforeyoupostorpublishyourwriting,makesureyouproofreadandedityouradvertisement.Consideraskingacolleaguetoreadthroughittohelpfindanyerrors.Onceyou’recertainit’serrorfree,youcansharethepiecewiththepublic.22.PerformtestingConsiderperformingA/Btestingonyourpiecewithasimilaradvertisement.WithA/Btesting,you’llgetopinionsfrompeoplewithinyourtargetdemographiconwhichpiecethey’remorelikelytoreadandrespondto.A/Btestingcanbeusefulforadvertisementswithawidereachtoensureyou’resharingthebestandmostengaginginformation.LearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Decidewhetherthefollowingstatementsaretrueorfalse.WriteTfor“True”andFfor“False”.T/FStatements____1.Asawayofengagingpotentialcustomers,theadvertisementshouldbeaslongasanarticletoachievepersuasion.____2.Extensivetestingisstillnecessaryeventhoughyouhavereviewedthecompetitor’sadvertisements.____3.Aheadlineortitlecanattractyouraudience.Moreover,itmayspecifythebenefitsafterreadingtheadvertisement.____4.Inanadvertisement,youshouldusethesecondperson“you”tomaintainacolloquialtone,thusmovingclosertoyourreader.____5.Whendescribingyourproduct,youshouldprovidemoredetailsinsteadofkeypointstoencouragethecustomertocontinuereading.FFTTFLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Decidewhetherthefollowingstatementsaretrueorfalse.WriteTfor“True”andFfor“False”.T/FStatements____6.Stylisticelementssuchasheadings,subheadings,andbulletpointsarereader-friendlyinanadvertisement.____7.Persuasivelanguageinanadvertisementcanhelpconvincereaderstobuyyourproductorservice.____8.Statistics,metrics,andothernumbersmakeyouradvertisementcredibleandvisuallyattractive.____9.Toattractmorecustomers,itisjustifiabletomodifythedataintheadvertisement.___10.Searchengineoptimizationcangivefullplaytothefunctionofadvertisement.TTFTTLearningObjectivesPre-readingReadingPost-readingFurtherReadingPartTwoSampleAdvertisements1Getyourselffamiliarwiththeterms.Matchthedefinitionwiththeterms.1.slogan2.brand3.purchasing4.goodwill5.flyer6.billboard7.vendingmachine______A.atypeofproductmadebyaparticularcompany______B.alargeboardontheoutsideofabuildingoratthesideoftheroad,usedforputtingadvertisementson______C.ashortcatchyphraseusedinadvertisingtopromotesth.______D.asmallsheetofpaperthatadvertisesaproductoraneventandisgiventoalargenumberofpeople2651LearningObjectivesPre-readingReadingPost-readingFurtherReading______E.theactofbuyingsth.usingmoneyoritsequivalent______F.amachinefromwhichyoucanbuycigarettes,drinks,etc.byputtingcoinsintoit______G.thegoodrelationshipbetweenabusinessanditscustomersthatiscalculatedaspartofitsvaluewhenitissold3741.slogan2.brand3.purchasing4.goodwill5.flyer6.billboard7.vendingmachineLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Therearesomequestionsandunfinishedstatements.BeneatheachofthemtherearefourchoicesmarkedA,B,C,andD.Choosetheonethatbestcompletesthesentenceoranswersthequestion.D1.Whichofthefollowingisnottrueabouttheimportanceofadvertising?A.Ithelpsconsumersdecidewhichproducttobuy.B.TheyoungpeoplecalledGenerationZ.C.Itearnsagoodreputationforthecompany.D.Itcanforegroundtheproduct.2.Whichofthefollowingisnotmentionedinthispassageasatypeofadvertising?A.Outdooradvertising.B.Indooradvertising.C.Videoadvertising.D.Televisionadvertising.B.TheyoungpeoplecalledGenerationZ.A.Outdooradvertising.LearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Therearesomequestionsandunfinishedstatements.BeneatheachofthemtherearefourchoicesmarkedA,B,C,andD.Choosetheonethatbestcompletesthesentenceoranswersthequestion.D3.Nikecreatedthe“JustDoIt.”campaignwithanaimto_____.A.catertomarathonrunnersB.surpassReebokC.createafitnesscrazeD.connectwithconsumersonanemotionallevel4.The“ShareaCoke”campaignwasabighitinthat_____.A.itnarratedabreakingstoryB.itstressedthesenseofindividualownershipC.itenabledcustomerstodesignonCoke’swebsiteD.itpersonalizedpermanentitemsB.surpassReebokB.itstressedthesenseofindividualownershipLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Therearesomequestionsandunfinishedstatements.BeneatheachofthemtherearefourchoicesmarkedA,B,C,andD.Choosetheonethatbestcompletesthesentenceoranswersthequestion.D5.WhatcanwelearnfromtheadvertisementofKFC?A.Theadvertisement“FCK”isusedtoincreasetherevenueofthecompany.B.Theadvertisement“FCK”helpstosolvetheproductshortage.C.Agreatadvertisingstrategyshouldgiveprioritytothebrandidentity.D.Agoodadvertisementcanmitigatethebusinesscrisis.6.Whichofthefollowingisnotincludedinthepassage?A.Thedefinitionofadvertising.B.Thesignificanceofadvertising.C.Thetypesofadvertising.D.Advertisingsamples.D.Agoodadvertisementcanmitigatethebusinesscrisis.A.Thedefinitionofadvertising.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartThreeSampleAdvertisements2Getyourselffamiliarwiththeterms.Thefollowingsentencesaretakenfrompassage3.Therearetwosuggestedmeaningsforthewordsinitalics.Choosethecorrectoneusingthegivencontextandword-buildingskills.1.Next,wehaveloadsofexamplesofinsurance(A.保险B.保障措施)companyads.2.Geicoisalreadyreadytosaveyouabuck(A.美元B.赚钱)andhelpyoustayinsuredonanyoccasion.3.You’llnoticeinthesemobilebanking(A.银行B.银行业务)adsthateveryadwillshowthefactthatyoucantrustthem,andthatitisalwaysaccessible,nomatterwhereyouareintheworld.A.保险A.美元B.银行业务LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartThreeSampleAdvertisements2Getyourselffamiliarwiththeterms.

4.Youdon’tneedtogotoaphysicalbanktoaccessyourfunds(A.基金

B.资金).5.Inanadvertisement,thefinance(A.资助B.金融)papersareblowinginthewind,justlikeyourworrieswillbeblownawayafteryougetincontactwiththisbank!6.Theclever“ByeBuy”statementonthetopofthislease(A.出租B.租期)adissocleverthatithurts.B.资金)B.金融A.出租LearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.Readthefollowingstatements.EachstatementcontainsinformationgiveninoneofthepartsmarkedAtoJinthepassage.Identifythesourceofthestatements.Writedownthecorrespondingletterbeforeeachstatement.______1.Financialadstargetingathomebuyersshouldhighlighthumanness.______2.AmidthecircumstancethatbanksarenottrustworthyamongMillenials,itisurgenttoinspiretrustforcustomersinfinancialadvertisements.______3.ThegenerationwhohasafancyfortheInternetandtechnologyisverylikelytobeattractedbythistypeofadvertisement.______4.Afterbuyingtheproduct,youwillbeprotectedfrommisfortunesanddisasters.BAEDLearningObjectivesPre-readingReadingPost-readingFurtherReadingCheckyourcomprehension.______5.Arelevant,credible,andinnovativeadvertisementcanaddfueltoyourfinancialservicebusiness.______6.Accordingtotheadvertisement,youcantravelforfreebypayingwithcreditcardsonnecessities.______7.Accordingtotheadvertisements,thecompanywillsuggestthatyoushouldleasecarsinsteadofbuyingthem.GCFLearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFourLanguageInformationSelectingPassiveVoiceinBusinessEnglishMostbusiness-orientedcommunicationisquiteformalanditisinformalwritingandspeakingthatpassiveconstructionsaremostcommon.Herearethreeofthereasonswhyweselectthepassiveformsandthesortsofpassiveformswewillselect:ImpersonaltoneCompare“ThedeliveryschedulewillbewithyoubyThursdayofnextweek”with“I’llgetthedeliveryscheduletoyoubyThursdayofnextweek”.Inthefirstsentence,thespeakerhasselectedthepassiveinordertomakeitclearthatshetakesnopersonalresponsibilityforthepromiseaboutThursday.Inthesecondsentence,thespeakerhascommittedherselftothepromiseandthehearerwillknowwhotocontacttocomplainifthepromiseisnotkept.Whichformisselectedisnotagrammaticalorevensemanticissue,itisapragmaticonetodowiththerelationshipbetweentheparticipantsandthetoneoftheinteraction.Neitheris,inotherwords,correctinanysensebutlearnersneedtobeawareoftheeffectofselectingoneformoveranother.LearningObjectivesPre-readingReadingPost-readingFurtherReadingEmphasizingtheagentThetermagentisdefinedtobethepersonorthingthatdoesanaction(expressedasthesubjectofanactiveverb,orina‘by’phrasewithapassiveverb).Eveninthewrittenform,theby-phrasemayservetoemphasiseresponsibilityoftheagent,and,indeed,moveitfromthespeaker/writertoanother.Compare“Thedepartmentmanagerwrotethereport”with“Thereportwaswrittenbythedepartmentmanager”.Inthefirstcase,thediscoursemaynaturallybecontinuedwith“...whichwaspresentedtotheboard”.Butinthesecondcase,amorelikelycontinuation,whichemphasisesresponsibilityoftheagentwouldbe“...whowasnotawareofthepotentialproblems.”Thechoiceofthetypeofrelativepronounclausedependsontheuseofthepassivevoice.PartFourLanguageInformationLearningObjectivesPre-readingReadingPost-readingFurtherReadingOmittingtheagentThepassivevoiceisfrequentlyseeninbusiness-orientatedtextsbecauseofsharedinformationbetweenspeakerandhearerorwriterandreadersotheuseoftheagentorthemakingofanactive-voicesentenceisunconventionalandmaysoundstrange.Forexample,“OurfactoryinStrasburgmadethepackaging”marksthesubject,becauseitisintheThemepositionandmakes

itappearmoreimportantthantheobjectwhereas“ThepackagingwasmadeinStrasburg”ismorelikelyandmorenaturalbecausetheagentiseitherknown,unknownorofnoimportance.PartFourLanguageInformationLearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFiveBusinessCase1.Businessethics:dobusinessintherightwayEthicalStandardsforAdvertising/career-advice/career-development/advertising-ethicsSomeofthekeyethicalstandardsforadvertisingapplytoallbrandsandindustries,requiringthoseinvolvedinthecreationandrolloutofadstocarefullyreviewwhattheyproduceandavoidviolations.ThefollowingfourstandardswereestablishedbytheInstituteforAdvertisingEthics(IAE)andadministeredbytheAmericanAdvertisingFederationinpartnershipwithtwokeyjournalisminstitutionslocatedintheU.S.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFiveBusinessCase1.Businessethics:dobusinessintherightwayShareacommonobjectiveoftruthOneethicalstandardforadvertisingisthatallinvolvedinthecreationofanad,includingthoseintheadvertising,publicrelations,communications,editorialandnewsdepartmentsshouldshareacommonobjectiveoftruth.Consumersvalueethicalandhonestadvertising,somaintaininganobjectivetosharethetruthcanhelpadvertisersbetterappealtoawideaudiencewhilemaintainingtheirethics.LearningObjectivesPre-readingReadingPost-readingFurtherReadingPartFiveBusinessCase1.Businessethics:dobusinessintherightwayClearlydiscloseallmaterialconditionsandendorsementidentitiesAnadvertisementmayo