外研社《新视野商务英语(下)》unit 14课件

Unit14
ProductandCorporateAdvertising
Advertising&Advertiment
Aformofcommunicationintendedtopersuadeanaudience(viewers,readersorlisteners)topurchaortakesomeactionuponproducts,ideas,orrvices.
Acompanyplanstodoanadvertisingwhichwillplayadvertiment10timesonTV
Itincludesthenameofaproductorrviceandhowthatproductorrvicecouldbenefittheconsumer,topersuadeatargetmarkettopurchaortoconsumethatparticularbrand
Themessagesareusuallypaidforbysponsorsandviewedviavariousmedia.Advertisingcanalsorvetocommunicateanideatoalargenumberofpeopleinanattempttoconvincethemtotakeacertainaction.
TypesofAdvertising
Commercialadvertisingmediacaninclude
wallpainting,billboards(广告牌),
streetfurniturecomponents,printedflyers
radio,cinemaandtelevisionadverts,
webbanner,shoppingcarts,calendars
mobiletelephonescreens,carrierbags
webpopup,skywriting,busstopbenches,
humanbillboard,magazines,pens
newspapers,towncriers,sidesofbus,
in-flightadvertimentsonatbacktraytables
taxicabdoors,roofmountsandpasngerscreens,
musicalstageshows,subwayplatformsandtrains,
doorsofbathroom,stalls,
stickersonapplesinsupermarkets,
shoppingcarthandles
posters,andthebacksofeventtickets
supermarketreceipts,convertad.(植入广告)
bannersattachedtoorsidesofairplanes
totargetadvertisingagencyaudiencemediaproductadvertising
1.______________isanimportantpartofthemarketingmix.Itisudtoincreasalesbymakingtheproductorrviceknowntoawider2._______andbyemphasizingitssuperiorqualities.Acompanycanadvertiinavarietyofways,dependingonhowmuchitwishestospendandthesizeandtypeofaudienceitwishes3._________.
Thedifferent4_____foradvertisingincludetelevision,radio,newspaper,magazines,theinternetanddirectmail.Thedesignandorganizationofadvertisingcampaignisthejobofan5.____________
productadvertising
audience
totarget
media
advertisingagency
Corporateadvertisingpublicitypublicrelationsbrandimage
6_________________isnotdirectlyconcernedwithincreasingsalesofproductsorrvicesbutmorewiththeoverall7___________acompanywantstoprenttothepublic.8______________expertsspecializeinorganizingactionsandeventswhichgeneratepositive9_____________forcompanies.Originaladvertisingcampaigncansometimesalsogetsomeextrapublicityforthecompanybywayofnewspaperarticlesand/orTVandradioreportsaboutthecampaign.
Corporateadvertising
brandimage
publicrelations
publicity
slogans
Pepsi's"ComeAliveWiththePepsiGeneration"translatedinto"PepsiBringsYourAncestorsBackFromtheGrave"inChine.百事的口号"ComeAliveWiththePepsiGeneration"(百事新一代(产品)带给你活力)翻译成中文是"PepsiBringsYourAncestorsBackFromtheGrave"(百事把你的祖先从坟墓里带出来),alive也表示活着的,comealive,可以理解为重生
当派克笔厂准备在墨西哥卖他的圆珠笔的时候,想出了1条广告语:"派克笔不会在你口袋里漏墨,不会惹你麻烦(embarrassyou)",但是他们以为embarazar等同于embarrass,这就大错特错了,因为embarazar是表示toimpregnate,也就是令人受"孕
TheCoca-ColanameinChinawasfirstreadas"Kekoukela",meaning"BitetheWaxTadpole"or"FemaleHorStuffedwithWax",dependingonthedialect.Cokethenrearched40,000characterstofindaphoneticequivalent"kokoukole",translatinginto"HappinessintheMouth."
可口可乐来到中国,开始时翻译成”kekoukela“,某些方言里就是"磕口蝌腊(吃一口蜡烛蝌蚪)",某些方言里也可以理解成"FemaleHorStuffedwithWax可口可乐经过研究40000种语音学的特征,最终kekoukele诞生kekoukele