文化产业专业英语

1、Public Relations The public be damned; Public information; Propaganda and persuasion Public understanding,The history of Public Relations,Georgiana, Duchess of Devonshire was a pioneer of public relations in eighteenth century England. Painting by Gainsborough,Edward Bernays was the self-appointed F

2、ather of Public Relations,In the 1890s when gender role reversals could be caricaturized, the idea of an aggressive woman who also smoked was considered laughable. In 1929, Edward Bernays proved otherwise when he convinced women to smoke in public during an Easter parade in Manhattan as a show of de

3、fiance against male domination. The demonstrators were not aware that a tobacco company was behind the publicity stunt.,Though not a commercial success in Europe, Paul Chabass September Morn ended up in the permanent collection of the New York Metropolitan Museum of Art after scandalising Anthony Co

4、mstock.,Unit 8广告宣传 Advertising,广告宣传是一种与人交流的方式，一种能够将商品和服务用最简单的方式告诉消费者的手段之一。假如没有广告宣传，大多数人都不会在第一时间知道商家提供的商品和服务。 在投放广告之前，重要的工作是找到合适的广告媒体。选择合适的媒体是避免广告费用“打水漂”的重要基础。同时，还要做好媒体公关计划管理，包括根据本公司的实际情况及结合广告公司的建议，制定有节奏的新闻传播周期、选择最恰当的传播时机及确定最有效的传播方式等方面。只有通过计划管理，才能做到传播的长期性、有序性、节奏性和统一性。 在投放广告之前，咨询专家意见，选择合适的媒介，制定合理的广告计划

5、。,A：我们对开拓新市场很感兴趣，可否就我们产品在国外市场上的销售提供一些你们专家的看法呢？ B：在国外促销有许多办法，比如在美国，通过电视广告让公众了解您。 A：我知道电视广告会给观众留下深刻的印象，但是电视广告太贵了。 B：电视广告是很生动和吸引人的。电视广告的不断播放将会扩大我们产品的知名度，并能奠定我们的品牌地位。在一个新市场上，这笔费用是绝对必要的。,A：Were interested in developing new market. Would you give me some expert opinions about marketing our products in abo

6、ard market？ B：Well, there are a lot of ways to push sales aboard, such as in the U.S., for example, try to make you known by TV ads. A：I admit that it will leave a deep impression on the audiences mind, but its too expensive to make TV commercials. B：TV commercials are fascinating and attractive. Th

7、e repetition of commercials will help make our products well-known and build strong brand positions, in a new market, such expenses are absolutely necessary.,A：怎么做呢？ B：为使广告战大获全胜，我们应制定一个详尽的计划。 A：您能不能详细地说一下？ B：首先我们应选择何种媒介以及何时在媒体上播出广告。我们想要使用正确的媒体组合来达到市场目标，在广告战中通常同时使用两种或更多的媒体，广告的目的就是引起客户的兴趣并抓住他们的注意力，从而他

8、们可以做出反馈。 A：那好，只要效果满意，值得一试。但我们何时做广告呢？ B：我们会先做一下市场调研，然后为您制定一份广告计划。,A：Now, how to？ B：In order to guide your advertising campaigns to success, we should work out a careful plan. A：Could you put it in detail now？ B：The first thing is what media we should choose and when we should place advertising in the

9、 media. We want to use the right media mixture to reach our target market. Very often in a campaign, two or more media are used together. The purpose of our advertising is to draw customers interests and keep hold of their attention, so that they may do something in return. A：Well, its worth doing s

10、o long as the result is satisfactory. But when shall we take this advertisement？ B：First well do some market research, after that we can give you an advertisement plan.,前期广告取得良好反响之后，应乘胜出击，但不要守成，在前期的基础上通过分析整理制定出更为有效的宣传方案。,A：很高兴告诉您初步效果非常好。这几天我们收到了许多订单！ B：这么说广告很成功。听到这个消息我很高兴。看来我们已经在目标顾客中建立起一定的品牌知名度了。 A

11、：谢谢您。所以我觉得还要继续开展一场强大的广告攻势。 B：是的，确实如此。 A：现在为下一阶段订个计划好吗？ B：好吧。我们可以利用各种媒体做全面宣传，例如采用电视和杂志广告。并对这些广告进行跟踪调查，分清从哪得到的订单，这样我们就可以知道哪种广告最有效了。 A：好主意。请准备一份更详细的提案，我会把它推荐给高层主管的。,A：Im so happy to tell you that the initial results are excellent. Were getting a lot of orders these days！ B：So our advertisements have be

12、en successful. Im glad to hear that. It seems that weve established brand awareness among our target audience at some level. A：Thank you. So I think Ill keep on running a good advertising campaign. B：Yes, indeed. A：Shall we make a plan for the next period now？ B：Yes, we can use a variety of media fo

13、r full coverage, for example, TV and magazine advertisement. And we can investigate the advertisement, remember to keep good records of where you are getting orders from, so we can know which advertisements are the most effective. A：Good point. Please prepare a more detailed proposal, and then Ill p

14、itch it to the higher-ups.,Unit 3 现场答问 Question Assistant sales manager, promoted to assistant sales manager in January 2008, Chongqing Department Store, to present. Remarks: Studied English literature in University.,结业证书 学员李少华自2006年9月至2010年6月在我院文化产 业管理专业学习期满，成绩合格，准予毕业。 西南大学文化与社会发展学院 院长： 2010年7月1日,C

15、ertificate July 1st, 2010 Li Shaohua has completed the Cultural Industry Management course in the undermentioned college from September, 2006 to June, 2010, and passed all the examinations. Thus this certificate is granted. The Cultural and Social Development School, Southwest University. President,

16、毕业证书 学生黄兴华，性别女，1988年11月23日生，重庆人。该 生2006年9月至2010年7月在本校应用社会学专业4年本科修业 期满，学完教学计划规定的全部课程，考试成绩及格，准予 毕业。 西南大学 文凭登记号 ：90112 校长： 签发日期：2010年7月15日,Diploma Issued in : July 15, 2010 Huang xinhua, female, born on Nov. 23. 1988, native of Chongqing, was an undergraduate student majoring in Applied Sociology in th

17、e Southwest University during September, 2006 to July, 1990. She has completed all the prescribed four-year undergraduate courses, passed all the examinations and is entitled to be a graduate of Southwest University. No. 9011008 President of Southwest University,推荐毕业生 （有关人士）： 兹证明学生黄明系我校应届毕业生，年轻有为，擅长

18、英语和物理，做事细心，学习勤奋，忠于职守。毕业考试名列前茅，我诚意推荐给你们。 校长：张明,To whom it may concern: Mr, Huang Ming, a graduate of the above college this year, is young and energetic and good at English and physics. As a student, he distinguished himself for his diligence, accuracy, integrity and conscientious discharge of every

19、duty and has passed the final examination with credit. I cordially recommend him to any person in need of such service as he can perform. yours faithfully, Zhang Ming President,尊敬的先生们： 我叫林玉梅，2000年毕业于湖南大学，并获得化学专 业学士学位，毕业后，一直在母校教化学。 为求深造，我拟向贵校申请攻读硕士学位。同时，我 也想申请奖学金，使我能更早的来贵校就读，盼复。 林玉梅谨上,Dear Sirs: My n

20、ame is Lin Yumei, I graduated with a B.S. degree in 2000 from Hunan University majoring in Chemistry. After my graduation, I have been teaching Chemistry in my mother school. With a view to get some advanced studies, I am writing to you to apply for admission to your university to pursue my M.S. deg

21、ree. I am also applying for a scholarship or a teaching assistantship which will enable me to come to your university sooner. Hoping to be favored with an early reply. yours sincerely, Y. M. Lin,Unit 9赞助活动 Sponsored Program,赞助活动是组织通过提供资金或物质，支持某一项活动或事业，以达到树立良好公众形象的社会活动。这是一个组织生存的基本理念，既能提高组织的知名度也能提高组织的

22、信誉度。有助于组织树立良好形象，培养公众感情，扩大知名度并能提高经济效益。 在策划实施赞助活动时，企业公关人员要考虑赞助的项目是否具有积极的社会意义和广泛的社会影响，要考虑其是否具有良好的传播效果；并应根据组织的实际情况（财力、物力）选择项目，量力而行，对赞助活动实行规范化、科学化的管理，制定严格的赞助管理条例，并把条例公布于众。 说明活动的目的，分析得害得失，说服赞助商提供赞助。,A：您好，请问您是九天文化有限公司的经理詹姆士先生吗？ B：是的，请问有什么事？ A：很高兴见到您。我是江韵大学的蔡诚，这是我的相关证件。我们准备举办一系列的文化活动，希望能得到贵公司的赞助。 B：你能简单说一下请

23、我们赞助的原因吗？ A：因为我们本次活动的主题跟您公司的业务定位是吻合的，精神也很符合您公司所倡导的健康向上的理念，此外活动的参与者以及观众也是贵公司现有和潜在的受众。,B：那么我们能得到什么回报呢？ A：如果可以获得贵公司的赞助，活动的宣传单、横幅、展板、会场布置等方面都会有贵公司的logo，这相当于一种软性广告。我们还邀请贵公司代表作发言嘉宾并颁奖。 B：听起来不错，您带了什么资料吗？ A：有，这是我们制定的赞助方案。希望您在百忙之中抽出时间审阅一下这份赞助方案。我相信这里面有促成我们合作的动力。谢谢。 B：好的，我会研究一下并与您联系。,A：Excuse me？Are you Mr. J

24、ames, the manager of the Nine Sky Cultural Limited Company？ B：Yes, what can I do for you？ A：Nice to meet you. I am Cai Cheng from Jiang Yun University. This is my relevant certificate. Well launch a series of cultural activities. I come here to solicit a sponsorship. B：Could you explain the reason w

25、hy you choose our company to be your sponsor briefly？ A：Because the theme of the cultural activities is in accordance with your market orientation; the spirit conforms to the healthy and upward philosophy you always advocate. In addition, the participants and the audiences are your existing and pote

26、ntial customers.,B：What do we get in return？ A：If we can get your sponsor, the promotion flyers, the banner, the display board and the assembly room will be printed with your logo, it is equivalent to a kind of soft advertisement. Well invite one representation as our spokesman and award the prizes.

27、 B：That sounds good. Do you have the written material？ A：Yes, here is the sponsored plan. I hope you can have a look at this given your busy schedule. I believe there is something which can promote the cooperation. Thank you. B：OK, Ill study this plan and connect you.,赞助是一种公益公关，结合自身优势，从实用的角度出发。不仅赞助落

28、到了实处，公司的社会形象更是得到了得升。,A：您好，这是春意希望小学。 B：您好，我是冠军体育器材公司。我们听说贵校拟修建一所新的体育馆。我公司愿意无偿提供所需体育器材。 A：真的吗？真是太好了。 B：不用客气。我们也希望能为体育事业尽一份力量。 A：我知道贵公司的产品质量很好，你们的好意不仅减轻了我们财政负担，同时也为孩子们提供了一个安全的锻炼环境。请接受我诚挚的谢意。 B：这没什么。不如我们约个时间商讨一下具体细节？ A：好的。,A：Hello, this is Chun Yi Hope Primary School. B：Hello, this is Champion Sporting

29、Equipment Company. We heard that you are planning to build a new gymnasium for the pupils. Our company is willing to provide the sporting equipments you need for free. A：Really？Its so nice of you. B：You are welcome. We also hope to devote our power to the physical education. A：I know that the produc

30、ts of your company are of high quality. Your good will not only ease our financial burden but also provide a safe exercising environment for the students. Please accept my sincere gratitude. B：Its nothing. How about making an appointment to deliberate over the details？ A：Thats OK.,Unit 5采访活动 Intervi

31、ewing,在日常公关事务处理中，公关活动可以充当跨国公司与媒体之间联络沟通和建立关系的“桥梁”。但是，一些跨国公司利用公关活动处于跨国公司与媒体“中间位置”的这样一个角色，在问题发生时，把公关活动设置为一种回避媒体采访的“屏障”。对于将对公司有积极影响的时候，公关人员可以借着采访活动做宣传；而对于有影响公司声誉、未来动向等大事发生之时，公关人员要借助应对媒体的托词，要显得“真诚而委婉”，而不能是“逃避”。 对于记者采访，需其提供采访大纲，根据公司需要决定是否接受采访。,A：采访提纲你们有什么具体的要求吗？ B：您最好列出主题、具体问题、采访时间、采访形式以及采访人姓名、背景等。 A：我明白了

32、，我会尽快做出来的。 B：谢谢您的理解与配合。我们会在近几日内给您回话。 A：您好，我是周末论坛的记者。近来我读了一些有关贵公司管理方面创新理念的报道，非常感兴趣，希望能电话采访一下相关负责人。 B：谢谢您的关注，不过不好意思，我们一般不接受临时电话采访。如果您想要访谈的话，需要提交一份文字形式的采访提纲，我们向上级汇报后才能答复。,A：Hello, this is the journal from Weekend Forum. I read several reports concerning the creative idea of your company management rece

33、ntly. I am very interested so that I wonder if I can interview the person in charge on the phone. B：Thank you for your attention, but Im sorry that we dont accept temporary on-line interview commonly. If you want to gather materials, please offer a copy of written interview outline. Well give you a

34、reply after we render to the upper. A：What precise are your requirements about the outline？ B：Youd better lay out the theme, specific questions, the interview time, form of the in tenview and your name and background, etc. A：I see. Ill compose it as quickly as possible. B：Thank you for your understa

35、nding and cooperation. Well call back within the next few days.,真诚热情地接受记者的访问，诚恳作答，增强公众亲和力。,A：下午好，谢谢您接受我们的访问。 B：下午好，我很乐意同大家分享我的一些感受。 A：联想和IBM已经成功合并。这对贵公司是否有影响？ B：事实上，我得承认这确实给联想增加了不少竞争砝码；但我们并不担心，我们也有自己的竞争优势。 A：您能简单地介绍一下您公司近期的战略目标吗？这也是很多人关心的话题。 B：我们正在考虑一项新的收购计划，不过这项议程还没有通过。 A：您对现在正在创业的年轻人有什么建议吗？ B：永远不要

36、放弃，放弃就是最大的失败。不管别人怎么看，自己要清楚自己的梦想，到底想要什么。今天是残酷的，但明天是美好的。,A：Good afternoon, thank you for accepting our interview. B：Good afternoon, Im glad to share my feelings with you. A：The Lenovo merger with IBM has just been approved. Does this have a huge impact on your company？ B：Actually, I must admit that it

37、 really gives Lenovo a huge competitive advantage. However, I have no concern on this; we have our own superiority. A：Would you like to give a brief introduction of your recent strategic goal？I think this interests many people. B：We are considering of a new potential acquisition, but the agenda has

38、not yet been drawn up. A：Can you give some suggestions to the young generation who are struggling to establish a business？ B：Never give up, abandoning is the biggest failure. Dont mind what others think. You must be clear whats your dream and what you really want. Today is cruel, but tomorrow is hop

39、eful.,Practical English Writings One,Letters of Invitation Mr. and Mrs. Herry King Request the pleasure of _ Company at _ On _, the _ of _ at _ o clock (Address),Invitation to a Formal Dinner Mr. and Mrs. Herry King Request the pleasure of Mr. and Mrs. George Smiths Company at dinner on Tuesday, Jul

40、y the first at five oclock p.m. Rose Hotel R. S. V. P Telephone: 786435,Accept an Invitation Mr. and Mrs. George Smith Accept with pleasure Mr. and Mrs. Herry Kings kind invitation to dinner on Tuesday, July the first at five oclock p.m. Rose Hotel,会议通知 1、 国际学术交流会通知： 通知 本周星期五（8月20日）下午二时全体教授和副教 授在学院会

41、议室开会，讨论国际学术交流问题，请准 时出席。 学院学术委员会 2010年8月18月,Aug. 18, 2010 The College Commission of Academic Research Notice All professors and associate professors are requested to meet in the college conference room on Friday (Aug. 20) at 2:00 p.m. to discuss international academic exchanges.,2 表彰先进工作者大会通知： 通知 今天下

42、午两点在大礼堂召开表彰优秀教师和先进工 作者大会。希全体教职工准时出席。 西南大学办公室 2010年6月29日,June 29, 2010 The office of Southwest University Notice A meeting to commend model teachers and workers is to be held at 2:00 p.m. today in the Auditorium. All the staff are requested to be present on time.,3、讲座通知 通知 教务处主办的英语语法讲座将于2010年10月5日星 期

43、四下午两点在第一会议室举行。主讲人为西南大学 王教授。全体英语教师务必准时出席。 英语教研室 2010年9月29日,English Teaching and Research Section Notice Under the auspices of the Teaching Affairs Section A talk will be given on English Grammar By Prof. Wang of Southwest University In the First Meeting Room On Thursday, Oct. 5, 1990, at 2:00 p.m. Al

44、l English teachers are requested to be there time. Sept. 29, 2010,4、 学术报告讲座通知 通知 外国文学研究会主办报告会 主讲人：美国约翰教授 题目：当代英国文学 地点：图书馆阅览室 时间：2010年11月19日（周五）下午两点半 热烈欢迎大家出席。 外国文学研究会办公室 2010年11月15日,The Foreign Literature Research Society Office Notice ALL Are Warmly Welcome under the Auspices of the Foreign Literat

45、ure Research Society a report will be given on contemporary English literature By visiting American Prof. Milford in the reading room of the library on Friday, Nov. 19, 2010 at 2:30 p.m. Nov. 15,合同 编号_ 日期 买方 卖方 兹经买卖双方同意，由买方购进，卖方售出下列货物，并按下列条款签订本合同： 商品名称及规格： 数量： 价格： 包装： 装船日期： 目的口岸： 付款方式: 买方: 卖方：,No._

46、Date_ Buyers_ Sellers_ This CONTRACT is made by and between the Buyers and the Sellers whereby the Buyers agree to buy and the Sellers agree to sell the undermentioned goods on the terms and conditions stated below: Name of commodity and specifications: Quantity: Price: Packing: Shipment: Port of Destination; Terms of Payment: The Buyers The Sellers _ _,欢迎词 女士们、先生们： 随着我国对外交往日益增多，中国每天要接待大量 的来自不同国家的贵宾。今天，我们感到很荣幸能和史 密斯教授欢聚一堂。史密斯教授在计算机科学方面卓有 成就，在世界上享有一定的威望。 首先，让我代表在坐的诸位向我们的贵宾表示热烈 的欢迎和真挚的问候。现在，请史密斯教授讲话。,Ladies and gentlemen: Followin