新职业英语市场营销英语Unit7 advertising课件

Unit7Advertising
市场营销英语
EnglishforSalesandMarketing
*
1
Contents
Warming-up
ReadingA
Listening
ReadingB
Writing
Project
VocabularyandStructure
Speaking
Date
2
Warming-upActivity
Warming-upActivityTask2
Warming-upActivityTask1
Date
3
Warming-up:Task1
1.
PictureAisanadvertimentforaretailchainstore.
PictureBisamovieposter.
PictureCisanadvertimentforakindofdrink.
2.
Theadsareeverywhere—television,radio,magazines,newspapers,stores,billboards,theaters,etc.
3.
PictureAisanadforanorganization,notforaproduct.Ittriestocreateapositivecorporateimage.
PictureBisalargemoviepostershowingthenameofamovie,andtheattractivepicturetriestodrawpeople’sattention.
PictureCtriestoletmoreconsumersknowthebrandandbuytheproduct.
Date
4
Warming-up:Task2
OnlyNo.2andNo.3areeffectiveadvertiments.
Date
5
ReadingABackground
Advertising
Peopledefineadvertisingindifferentways,oftenalongwiththeterm“marketing”.Advertisingisnotmarketing.Itisatacticthatisudbymarketerstoconveymessagestotheircustomersandstockholders.Advertisingisaformofnon-personalpromotion.Companiespaytopromoteideas,goods,orrvicesinavarietyofmediaoutlets.
Date
7
ReadingA:
LasVegas’“WhatHappensHere,StaysHere”Campaign
Advertimentscanbeprovocative,shocking,informative,surprising,funnyorsad.Afterafailedattempttopromoteitlfasafamilydestination,LasVegasfinallyembraceditsSinCityimagewithits“Whathappenshere,stayshere”advertisingcampaign,launchedin2003.It’sstillgoingstrong:2007markedthecity’sfourthconcutiveyearofbustingtourismrecords.“Itresonatedbecauit’swhatpeoplealreadybelieve.”saysLauraRies,PresidentofthemarketingstrategyfirmRies&Ries.“Thelessonistotrytoturnnegativesintopositives!”
Whatmakesaneffectiveandpersuasiveadvertiment?Listedbelowaresomemarketingideasbadonrearchandilluminatedwithexamplesofadvertisingcampaignsthathavebenefitedmanybusiness.
翻译
Date
8
ReadingA:
Keepitsimple
Resistthetemptationtosayeverythinginonead.Rearchsupportscommunicatingonlyoneideaclearly.AgreatexampleofanadvertirthatdoesthiffectivelyisIKEA.Whiletheyllanarrayofproducts,itsnewspaperadsfocusononemessage.
Appealtoreaders
Inordertoengagethereaders,anewspaperadneedsastrongheadlinetograbattentionanddrawthereadersinsotheywanttoknowmore.WeightWatchersundertookastrongcopyadcampaign.Theiradsleadwithboldheadlinessuchas“DieorDiet”.ThetextdescribestheWeightWatcherphilosophy,whatnewmembersreceiveandhowtheyshouldstarttoloweight.
翻译
Date
10
ReadingA:
Bedistinctive
Somethingnewandfreshintheheadlineorpicturescanattractmorereaders.Thisallowsanadvertirtostandoutfromthecompetitionandtobeinstantlyrecognizable.FedEx,forexample,wonnewspaperadvertisingawardsforitscampaignthatudFedExboxescreativelyinitsads.Inonead,thecornersoftheboxeswereplacedtolooklikepyramidswiththeheadline“Whenitcomestointernationalshipping,thinkFedEx.”
翻译
Date
11
ReadingA:Task1
Thisisanopen-answerquestion.Allcommentsarewelcome.
Date
12