商务英语视听说（第2册）（第二版）课件 Unit 9 Advertising

Unit9

Advertising商务英语视听说（第2册）（第二版）新视界商务英语系列教材中国人民大学出版社PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkWhatIsOnlineAdvertising1.Watchthefollowingvideoclipandanswerthequestions.PartVIOralPracticedeliver/dɪˈlɪvə(r)/v.totakegoods,letters,etc.tothepersonorpeopletheyhavebeensentto;totakesb.somewhere递送；投递；运送(TEM-4,CET-4)eg.Leafletshavebeendeliveredtoeveryhousehold.promotional/prəˈməʊʃən(ə)l/adj.connectedwithactivitiestomakeaproductoreventpopularorsuccessful,especiallybyadvertising.促销的，推广的(TEM-4)eg.Newrulesonamateurismallowpaymentforpromotionalwork.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkWhatIsOnlineAdvertising1.Watchthefollowingvideoclipandanswerthequestions.PartVIOralPracticebrowser/'braʊzə(r)/n.apieceofcomputersoftwarethatyouusetosearchforinformationontheInternet,especiallyontheWorldWideWeb浏览器(TEM-8,CET-4)eg.Youneedanup-to-dateWebbrowser.segment/'seɡmənt/v.todividesth.intopartsthataredifferentfromeachother分割；划分eg.Theotherchildrenstoodaroundthecircle,oneineachsegment.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkWhatIsOnlineAdvertising1.Watchthefollowingvideoclipandanswerthequestions.PartVIOralPractice(1)Whatdoesonlineadvertisingreferto?(2)Whataretheadvantagesofonlineadvertising?(3)Whatisthemaingoalofonlineadvertising?

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkCross-CulturalAdvertising2.Readthefollowingpassageanddiscussthequestions.PartVIOralPracticeoverwhelming /ˌəʊvəˈwelmɪŋ/ adj.havingsuchagreateffectonyouthatyoufeelconfusedanddonotknowhowtoreact难以抗拒的；令人不知所措的(TEM-4,CET-6)eg.Theoverwhelmingmajorityofthosepresentwereinfavouroftheplan.societal /səˈsaɪətl/ adj.relatingtoaparticularsociety社会的eg.Ifthisprovesfeasible,thesocietalbenefitscouldbelarge.internationalization /ˌɪntəˌnæʃnəlaɪˈzeɪʃn/ n.theactofbringingsth.underinternationalcontrol国际化(CET-4)eg.Finally,weneedtoconfiguretheinternationalizationmanagementpolicies.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkPartVIOralPractice

Cross-CulturalAdvertising2.Readthefollowingpassageanddiscussthequestions.(1)Discussthedefinitionsofinternationalizationandlocalization.(2)Whyisadvertisinginaperson’sfirstlanguagemuchmoreefficient?(3)Whatdoyouthinkisthemostimportantthingwhenadvertisersaretryingtoadvertisecross-culturally?PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationOnePartVIOralPracticeConversationOneConversationTwoConversationThree

telecast /ˈtelikɑːst/ v.tobroadcastontelevision电视广播，用电视播送(CET-4)eg.Theeventwillbetelecastsimultaneouslytonearly150cities.proposal/prə'pəʊz(ə)l/n.aplanoranidea,oftenaformalorwrittenone,whichissuggestedforpeopletothinkaboutanddecideupon（常为正式书面的）提议(TEM-4,CET-4)eg.Yourproposalwillbeputtotheboardofdirectors.PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationOnePartVIOralPracticeConversationOneConversationTwoConversationThree

wrap/ræp/n.thecovering(usuallypaperorcellophane)inwhichsth.iswrapped包裹；外套；包装(TEM-4,CET-4)eg.Itlookedasthoughtheplasticwrapwasmouldedtothefruit.skywriting/'skaɪˌraɪtɪŋ/n.writingformedintheskybysmokereleasedfromanairplane空中文字；空中广告eg.Traditionalskywritinglettersare3,000feethighandtakelongertowrite.PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationOnePartVIOralPractice(1)WheredoesMikewanttotelecasttheadvertisement?A.AttheChinaNetworkTelevision.B.AttheCentralBroadcastingStation.C.AttheCentralTelevisionStation.D.Atthelocaltelevisionstation.

(2)WhendoesMikeplantotelecasttheadvertisement?A.Atthebeginningoftheyear.B.OnthefifthofJune.C.Asearlyaspossible.D.Onemonthlater.(3)Whyisitdifficulttomakethearrangementsimmediately?A.MikehasalreadybegunsellingproductsinChina.B.MikecontactedOrsontoolate.C.Mikewantstoleteveryoneknowabouttheirproducts.D.Orsonplanstomakemanytests.(4)WhatareOrson’sproposalstoadvertiseproducts?A.Advertisementsonbusesandcars.B.Advertisementsonthesideofbuildingsandotherstructures.C.Advertisementsfrombenchadstoskywriting.D.Alloftheoutdooradvertisingoptions.ConversationOneConversationTwoConversationThree

CCBDPartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationTwoPartVIOralPracticeConversationOneConversationTwoConversationThree

shopaholic /ˌʃɒpəˈhɒlɪk/ 

n.someonewhogreatlyenjoysgoingshoppingandbuyingthings,orwhocannotstopthemselvesfromdoingthis购物狂(CET-4)eg.Areyoua“shopaholic”orcanyoucontrolyourshoppingurges?impulse /ˈɪmpʌls/ n.asuddenstrongdesiretodosth.withoutthinkingaboutwhetheritisasensiblethingtodo冲动；突然的欲望(TEM-4,CET-4)eg.Theyglancedateachother,andretreatedastepbyacommonandunconsciousimpulse.PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationTwoPartVIOralPractice

M:So,Melissa,thisweekwe’retalkingaboutbuyingthings.Now,

,areyouoneofthosepeoplethatarelikeshopaholics?Youbuythingsyoudon’tneed?W:Yes,butrecentlyI’vebeentryingto

thathabit.M:So,whatinfluencesyoumosttobuysomething?Isitlikecommercialsorisjust

?W:Ithinkit’skindofjusthavingthemoneyandfeelinglike

.M:So,it’sareward?W:Yeah,it’salwaysarewardforsomething.M:Well,howpersuadedareyoutobuysomethingbycommercialsoradvertisingorthingslikethat?W:Definitely

persuademetobuyit.LikeI’llseeafoodcommercialorevenapictureofdeliciouslylookingfoodandI’llwanttohaveit,soIhavetwoorthree__________overjustthepastmonthwhereIsawanadforfoodandIwentandboughtit.M:Oh,really?Likewhatdidyoubuy?W:

andchocolate,ofcourse.M:Oh,Isee.ConversationOneConversationTwoConversationThree

intermsofshoppingveerawayfromimpulseIdeserveitfoodcommercialsconcreteexamplesFastfoodPartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationThreePartVIOralPracticeConversationOneConversationTwoConversationThree

classifieds /'klæsifaidz/ n.thesameasclassifiedadvertisements;thesectioninanewspaperwithsmalladvertisementsarrangedingroupsaccordingtotheirsubject,thatareplacedbypeopleorsmallcompanieswhowanttobuyorsellsth.,findorofferajob,etc.分类广告(TEM-4,CET-6)eg.It’scommonforcompaniestopostjobopeningsontheirwebsitesandinnewspaperclassifieds.directory /dəˈrektəri/ n.abookcontaininglistsofinformation,usuallyinalphabeticalorder,forexample,people’stelephonenumbersorthenamesandaddressesofbusinessesinaparticulararea名录；电话号码簿；公司名录(TEM-4,CET-6)eg.YoucanuseadirectoryservicetosearchforpeopleontheInternet.substrate/'sʌbstreɪt/n.asubstanceorlayerwhichisundersth.oronwhichsth.happens底物；底层；基底eg.Researchersarebuildingthesurfacesoutofmetallicmaterialsonasubstrate.PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkConversationThreePartVIOralPractice

A:Marketclassifieds,howmayIhelpyou?B:Yes,Iwouldliketofindoutabout____________________inyourdirectory.Canyoutellmealittleaboutyourratesforadvertisements?A:Certainly.Ouradvertisingratesaredividedaccordingtosize,substrate,andlocation.Ifyouareacorporatepartnerwithourpublication,wecanofferyou_____________.Also,ourratesaredifferentaccordingtowhichpublicationyouwishtoadvertisein.Ourfalleditionis_________thespringedition.Whenwereyoulookingtoadvertise?B:Wewouldliketogetinwiththefallpublicationifpossible.A:Wecandothat,timingmightbe__________becauseourpressdayisOctober26th,butitcanbedone.Doyouhaveapredetermineddesign?Youcanuseeither_________________orifitismorethanconvenientforyou,wehaveateamofin-housegraphicdesignersthatcanputsomethingtogetherforyou.B:Thatwon’tbenecessary,wealreadyhave_________.Ifwerunafullpageadinyourfalleditiononanormalglosspaper,tricolor,whatdoyouthinkthatwillrunme?A:Itdependsonthelocationinthematerial.Areyouinterestedinthefrontorbackpagead?Thosewereprimespots.Wealsohave6tabpagespositions___________.B:Ithinkatabspotwouldbenice.A:Foracustomersupplieddesign,fullpagetabpagead,you’relookingatabout705dollars.ConversationOneConversationTwoConversationThree

placinganadvertisementaslightdiscountpricierthanalittletightyourowndesignerstheimageavailablePartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkCovertAdvertisingUsingSocialMediaPartVIOralPracticeNewsOne

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covert/'kʌvət/adj.secretorhidden,makingitdifficulttonotice隐秘的(TEM-8)eg.Hestoleacovertglanceatheracrossthetable.accusation/ˌækjJ'zeɪʃ(ə)n/ n.astatementsayingthatsomeoneisguiltyofacrimeorofdoingsth.wrong控告，指控；指责(TEM-4,CET-6)eg.Idon'twanttomakeanaccusationuntilIhavesomeproof.leak/liːk/n.asituationinwhichsecretinformationisdeliberatelygiventoanewspaper,televisioncompany,etc.透露，泄露(TEM-4,CET-4)eg.Waterhadstartedtoleakintothecellar.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkCovertAdvertisingUsingSocialMediaPartVIOralPracticeNewsOne

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unanimously/juˈnænɪməsli/adv.agreeingcompletelyaboutsth.一致同意地，意见一致地(TEM-4,CET-6)eg.Theboardofdirectorshasapprovedthedecisionunanimously.buzz/bʌz/ n.alotofactivity,noise,andexcitement喧闹；兴奋(TEM-4,CET-6)eg.Thebuzzofconversationsuddenlystoppedwhenshecameintotheroom.backfire/ˌbæk'faɪə(r)/v.tohavetheoppositeeffecttotheoneintended,withbadordangerousresults产生事与愿违的不良（或危险）后果(TEM-8)eg.Scientiststellusthiscanbackfireandactuallyhaveanegativeimpactonourwellbeing.PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkCovertAdvertisingUsingSocialMediaPartVIOralPracticeNewsOne

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Write“T”fortrueand“F”forfalse.(1)Accusationshavebeenleveledagainstaleadingmanufacturerofmusicplayers.(2)Thecompanyhasdeniedtheseclaimssayingtheleakswereinsistent.(3)AleadingexpertfromAmsterdamthinksitdefinitelylookslikeawell-thoughtmarketingtactic.(4)Inthelongtermwedon’tfeelasagroupunanimouslythatyoucannotlietopeoplebecausethatwillruinyourreputation.(5)Allinallwethinkit’saverybadideabothstrategicallyaswellastactically.(6)Youmightgenerateshorttermtechnicallyquitesomebuzz,quitesomeawarenessandattentionforaproductthroughcovertadvertising.

TFTFTTPartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkBBCNewsCliponCommercializationinSchoolsPartVIOralPractice

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guideline /ˈɡaɪdlaɪn/ n.rulesorinstructionsaboutthebestwaytodosth.指导方针，指导原则(CET-4)eg.AwrittenIQtestismerelyaguideline.manipulate /məˈnɪpjuleɪt/ v.tomakesomeonethinkandbehaveexactlyasyouwantthemto,byskillfullydeceivingorinfluencingthem操纵，控制(TEM-4,CET-4)eg.Scientistswouldsoonbeabletomanipulatehumangenestocontroltheagingprocess.sponsorship /ˈspɒnsəʃɪp/ n.financialsupportforanactivityorevent（对活动或赛事的）赞助，资助(CET-4)eg.Industrialsponsorshipisasupplementtogovernmentfunding.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkBBCNewsCliponCommercializationinSchoolsPartVIOralPractice

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TheNationalUnionofTeachersItisatradeunionforschoolteachersinEngland,Wales,theChannelIslandsandtheIsleofMan.ItisamemberoftheTradesUnionCongress.TheUnionrecruitsonlyqualifiedteachersandthosetrainingtobequalifiedteachersintomembershipandcurrentlyhasalmost400,000members,makingitthelargestteachers’unionintheUnitedKingdom.英国全国教师联合会是英格兰、威尔士、海峡群岛和马恩岛学校教师的工会。它是英国工会联盟的成员组织。该教师联合会只招收合格的教师和那些正在接受培训以成为合格教师的人，目前有近40万名成员，是英国最大的教师工会。PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkBBCNewsCliponCommercializationinSchoolsPartVIOralPractice

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NatWestNationalWestminsterBankwasestablishedin1968.ItisalargeretailandcommercialbankintheUnitedKingdom.国民西敏寺银行成立于1968年，是英国一家大型零售和商业银行。

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkBBCNewsCliponCommercializationinSchoolsPartVIOralPractice

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(1)Theattitudeoftheteachinguniontowardadvertisinginschoolsis______.A.trustworthy B.positive C.critical D.skeptical(2)Whatdoestheteachingunionadvocatetopreventstudentsbeingmanipulatedbyadvertising?A.Theywelcometheinvolvementofcompaniesinschools.B.Businessescanoffersomemarketingmessagesinschools.C.Studentsneedclearguidanceonhowtheygeteducationproducts.D.UK-wideguidelinesareneeded.(3)Whatdocompaniessayinresponsetotheteachingunion’sclaim?A.It’saboutbudgets.B.Theyaregoingtodelivertheirmoneysenseprogram.C.Theschoolwasapproachedbythecompanyofferingeducationproducts.D.They’reprovidingschoolswithmuch-neededfinancialhelp.

CDD(4)Teachingunionsthinkschoolsneedclearguidanceon_____.A.howsponsorship,howcommercialcompaniescanbeinvolvedinschools.B.howcompaniescandelivertheirmoneysenseprogram.C.theinvolvementofcompaniesinschools.D.lookingatwaystoplugholesintheirbudgets.APartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkBBCNewsCliponCommercializationinSchoolsPartVIOralPractice

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(5)WhichofthefollowingisNOTtrue?A.Britain’sbiggestteachingunionsaysbusinesseshavetoomuchinfluenceintheclassroom.B.Aroundsixty-fivepercentofschoolsintheUKhavetakenupthebanks’offertocomeintotheirclassrooms.C.Notallschoolsarehappytobeinvolvedwithbusiness.D.Teachersdon’twelcometheinvolvementofcompaniesinschools.

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flair/fleə(r)/n.anaturalabilitytodosth.verywell天赋，天分，才能(TEM-8)eg.Hewasabornmechanicwithaflairfordesign.subsist/səbˈsɪst/v.tostayalivewhenyouonlyhavesmallamountsoffoodormoney维持生活；生存下去(CET-6)eg.Oldpeopleoftensubsistonverysmallincomes.column/'kɒləm/n.anarticleonaparticularsubjectorbyaparticularwriterthatappearsregularlyinanewspaperormagazine（报纸或杂志的）专栏(TEM-4,CET-4)eg.Thiscolumndisplaysthetitleofthemailmessage.throwmoneyaround

大手大脚地花钱

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkPassageOnePartVIOralPractice

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Listentothepassageandanswerthequestions.(1)Whyareadvertisersalwayscominginforcriticism?(2)Whatwouldconsumershavetodoifadvertisingcreatemassmarketsforproducts?(3)Wheredoesourknowledgeabouthouseholdgoodsderivefrom?(4)Whatisthemajorpositivecontributionofadvertisingtoourpockets?(5)Whatcanconsumersdointhe“hatch,matchanddispatch”column?

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkPassageTwoPartVIOralPractice

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coordinate/kəʊ'ɔːdɪneɪt/v.toorganizeanactivitysothatthepeopleinvolvedinitworkwelltogetherandachieveagoodresult协调(TEM-4,CET-4)eg.Theyappointedanewmanagertocoordinatetheworkoftheteam.bang/bæŋ/n.asuddenloudnoisecausedbysth.suchasagunoranobjecthittingahardsurface重击；突然巨响(TEM-4,CET-4)eg.Suddenlytherewasaloudbang.buck/bʌk/n.aUS,orAustraliandollar美元；澳元(TEM-4,CET-6)eg.Thatwouldprobablycostyouaboutfiftybucks.

PartILead-inPartIIConversationPartIIIBusinessNewsPartIVPassagePartVMini-TalkPassageTwoPartVIOralPractice

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(1)Whydowesaythatadvertisingisasomewhatfrustratingmarketingtool?A.Advertisingistoocomplicated.B.Weshouldspendsomuchmoneyonadvertising.C.Itisinconvenienttoadvertiseproductsthroughmedia.D.Advertisingoftenleavesuswithunsettlingquestions.(2)Whichstatementistrueaccordingtothepassage?A.Advertisingenablesustolaunchnewproductsandservices.B.Whenitcomestoadvertising,therearestandardanswers.C.Youcanensurethatyourdollarsaregeneratingareturnbyadvertising.D.Itisnotnecessarytotakecontrolofyouradvertisingefforts.(3)Whatisthefirstandforemoststepinadvertising?A.Toreachtherightmarket.B.Togettherightreactionoractionfromthemarket.C.Topromptthisreactionoractioninadvertisingcampaign.D.Tostartwiththeendinmind.(4)Havingtherightplanmeans_________.A.lookingatadvertisingasonepartofyourmarketingplan.B.coordinatingyoureffortstogetthemostbangoutofyourbuck.C.youradvertisingeffortsfittingintoallcurrentmarketingactivity.D.coordinatingyoureffortstoconcludeafact-findingmission.

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Inthemoderninformationera,onecan’tavoidbeingsurroundedbyvariouskindsofadvertisements.Theyserveas(1)_________betweenmanufacturersandconsumers.Byadvertising,manufacturerscaneasilyintroducetheirproductsand(2)______________ofconsumers.Ontheotherhand,consumerswillhavemoreopportunitiestogettoknowmoreaboutthethingstheyareinterestedin.However,therearestilllotsofpeoplewho(3)_______thatmanyofthewordsinadvertisementsarerather(4)__________.Somemanufacturersspendfartoomuchmoneyonadvertisingtheirproductswit