新编商务英语泛读第二册unit1

UnitOne

TextAAdvertising

Talksomethingaboutadvertisingincludingitsdefinition,classification,mediaandconsiderationsinchoosingthepropermedia;Graspthewordsorphrasesrelatedtoadvertising.Teaching

aims

TeachingdifficultyTomakeSstodistinguishcomparativeadvertising,brandadvertisingandprimaryadvertisingPartone:Lead-inParttwoPre-readingPartthreeVocabularyPartfourAnalysisthedifficultpointsPartfiveFastreading&readingindepthPartsixAssignmentJust

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-inGood

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-inGoodtimes,badtimes,therewillalwaysbeadvertising.ingoodtimespeoplewantadvertising;inbadtimestheyhaveto.

——BruceBarton,

British

economist

（不管是繁荣时期还是萧条时期，广告总会存在。繁荣时，人们想做广告；萧条时，人们不得不做广告——英国经济学家巴顿）

Q1:What’sadvertisement?

KEYWORDS:activity;introduce;product;persuade;consumer;profit;business

Lead-inOrigin"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-reading

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

;D.(countable)apublicpromotionofsomeproductorservice

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

Q2:Howmanytypesofadvertisements?

publicads公益广告commercialads商业广告TypesofAdvertisingadvertisingact-directionadvertising直接行为广告brandadvertisingcomparativeadvertisingprimaryadvertisinginstitutionaladvertising企业广告Analysisthedifficultpointsinstitutionaladvertising

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Analysisthedifficultpointsprimary-demandadvertising

初级需求广告seekstoincreasethetotaldemandforcertainproductswithoutdistinguishingspecificbrands.examples:“早餐请喝红茶”返回AnalysisthedifficultpointsComparativeadvertising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AnalysisthedifficultpointsBrandadvertising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AnalysisthedifficultpointsLookatthevideosanddecidewhichadsitbelongto?Brandadvertising

品牌广告/v_show/id_XMzIxMjQxOTIw.htmlPrimaryadvertising

初级需求广告/v_show/id_XNDY4NDIwNzIw.htmlComparativeadvertising

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

advertising

triestosellaspecificproduct,while

institutionaladvertising

triestopromoteanorganizationratherthanaspecificproduct.2.Comparative

advertising

triestodevelopthetotaldemandforacertainproducts.3.

Institutional

advertising

emphasizesaparticularproductandplaysdown弱化thenameofthecompany.