1、Unit 3 Creating an Image,单击添加署名或公司信息,Unit 3 Creating an Image,Text ACorporate Images,Text B Maintain Your Professional Image,CONTENTS,LEAD-IN,A. Look at these company logos. What brand (product or company name) does each of these logos represent?,Pepsi-Cola beverages,Air Philippines Corporation,Toyo
2、ta Motor Corporation,LEAD-IN,20th Century Fox Film Corporation,Nikon Corporation,Intel Corporation,LEAD-IN,B. Brainstorm how to create an image. Which company logo has ever impressed you a lot? Describe it to your partner. Discuss with your partner how to create a corporate image.,Background Informa
3、tion,A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark). An example of a
4、n abstract mark is the blue octagon representing Chase Bank, while an example of a representational mark is the “everyman” icon of PBS. Examples of well-known logotypes (wordmarks) are the striped IBM design, Mobil written in blue with a red “o” and Coca-Cola written in flowing red script.,logo,READ
5、ING AND SPEAKING,Background Information,A tattoo is an ink design inserted into the skin, commonly via a needle. The tattoo, in various forms, has beenused ornamentally and religiously by humans for thousands of years, with examples of tattoo work found on numerous preserved prehistoric specimens. H
6、umans also use identification tattoos on domesticated animals, particularly livestock. Examples of tattoo work can be seen in most human cultures, and despite some social stigma, tattoos are becoming ubiquitous in the West, with an estimated 25% of Americans wearing at least one tattoo by the end of
7、 the 20th century.,tattoo,READING AND SPEAKING,Background Information,A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. The purpose of an advertising slogan is two-fold: to communicate some informati
8、on about the product in questionwhether it is a good or a serviceand to fix it in the consumers mind in a memorable way. Advertising slogans often contain the name of the product or company, though not all do.,slogan,READING AND SPEAKING,Background Information,Mercedes-Benz is a German manufacturer
9、of luxury automobiles, buses, coaches, and trucks. It is currently a division of the parent company, Daimler AG (formerly DaimlerChrysler AG), after previously being owned by Daimler-Benz. Mercedes-Benz has its origins in Karl Benzs creation of the first petrol-powered car, the Benz Patent Motorwage
10、n, patented in January 1886, and by Gottlieb Daimler and engineer Wilhelm Maybachs conversion of a stagecoach by the addition of a petrol engine later that year. The Mercedes automobile was first marketed in 1901 by Daimler Motoren Gesellschaft. The first Mercedes-Benz brand name vehicles were produ
11、ced in 1926, following the merger of Karl Benzs and Gottlieb Daimlers companies into the Daimler-Benz company. Mercedes-Benz has introduced many technological and safety innovations that have become common in other vehicles several years later.,Mercedes,READING AND SPEAKING,Background Information,Ni
12、ke, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. It is the worlds leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment. The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Phili
13、p Knight, and officially became Nike, Inc. in 1978. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbr
14、o and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highl
15、y recognized trademarks of “Just do it” and the Swoosh logo.,Nike,READING AND SPEAKING,Background Information,Apple Inc. is an American multinational corporation that designs and manufactures consumer electronics, computer software, and personal computers. The companys best-known hardware products i
16、nclude Macintosh computers, the iPod, the iPhone and the iPad. It is one of the largest technological corporations in the world by revenue.Established on April 1, 1976 in Cupertino, California, the company was called Apple Computer, Inc. for its first 30 years, but removed the word “Computer” on Jan
17、uary 9, 2007, to reflect the companys ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers,Apple,READING AND SPEAKING,READING AND SPEAKING,Scan the article to find the parenthetical information. Check () example, definition or extra inform
18、ation. (example=E, definition=D, extra information=I ) (who recently had a tattoo removed) _ 2. (distinctive names and trademarks) _ 3. (graphic representations of their names) _ 4. (memorable phrases) _,Skill Focus,Parenthetical Information Words in parentheses usually indicate an interruption in a
19、 sentence. The purpose of the interruption can be to give examples, a definition, or extra information that isnt crucial.,X,Keys,I,D,D,Article,D,READING AND SPEAKING,Keys,(example=E, definition=D, extra information=I )5. (bags, mugs and skins for mp3 players) _ 6. (and all the pizza he can eat) _,E,
20、I,Article,READING AND SPEAKING,Translation,Personal BrandingWhen Donna Ling decided to promote her singing career by having her logo tattooed on her arm, her father (who recently had a tattoo removed) objected strongly. “He said that branding is for corporations and cattle,” Donna told us. “But I to
21、ld him that, while I respected his opinions, branding today is not what it was in his generation.”We generally accept the idea of companies putting effort into creating strong brands (distinctive names and trademarks), logos (graphic representations of their names) and slogans (memorable phrases). E
22、veryone recognizes brands like Mercedes, Nike, and Apple. But now people like Donna are branding themselves.,New Words,Exercises,READING AND SPEAKING,Donna chose her professional name and designed her own logo. She came up with Sing-a-Ling as her slogan. And is all this going to pay off? Well, Donna
23、s CD sales have increased, and her performance schedule has filled up. And she started selling clothing with her logo. She doesnt get sales information until June, but shell probably make as much money from the sales of clothing and other items (bags, mugs, and skins for MP3 players) as from her mus
24、ic this year! Robert Falls is part of a pizza chains branding efforts. He wears clothes with the restaurant logo whenever he is in public and his car is covered by an ad for pizza! In return, he receives monthly payments (and all the pizza he can eat). Robert smiles and says, “My friends like to lau
25、gh at me, but I start college next year, and this is paying my tuition.”,Translation,Tad Cochran is a handsome young actor. Hes already on a soap opera, but his contract ends next month, and he wants to make movies. He made a deal with a famous clothing designer to wear only the companys clothes. He
26、 wont get paid, but hell get lots of exposure. The company will send him to social events every month, each one attended by important people in the movie industry.,Translation,READING AND SPEAKING,塑造个人品牌当唐娜林决定把自己的个人标识纹在胳膊上，以此推进自己的演唱事业时，她父亲（他最近才把纹身去掉了）强烈反对。“他说只有公司和牛群才需要标记，”唐娜跟我们说，“但是我告诉他虽然我尊重他的看法，但是今
27、天的品牌已经不是他那个年代的概念了。”我们普遍接受的想法是：公司不遗余力地打造强势品牌（独特的名字、商标）、标识（公司名称的图释）以及口号（好记的语句）。没有人不认识梅赛德斯、耐克、苹果这样的品牌。但现在，一批像唐娜这样的人正在给自己塑造品牌。,Article,唐娜选定艺名并设计了自己的标识，用Sing-a-Ling作为口号。这一切会有回报吗？是的，唐娜的唱片销量增长了，演出日程也排得满满的。她还开始销售印有自己标识的服装。虽然销售数据要到六月份才知道，但很可能她今年销售服装和其他商品（包、口杯、MP3皮肤）赚的钱和她做音乐赚的一样多！罗伯特福斯参加了一家比萨连锁店的品牌宣传。他只要出现在公共
28、场合，就穿上印有该餐馆标识的衣服他的车身上也覆盖着比萨的广告。相应地，他每月领取报酬（以及吃不完的比萨）。罗伯特笑着说：“我朋友总嘲笑我，但我明年要读大学了，这些钱可以付学费。”,Article,泰德科克伦是一名年轻帅气的演员。他已经在演一部电视剧，但是合同下个月即将到期，他想去演电影。他与一位著名的服装设计师达成协议，他只穿该设计师所在公司的服装。虽然他分文不拿，但会有很多露面的机会。公司每个月都会派他参加社交活动，每场活动都会有电影界的重要人物出席。,Article,READING AND SPEAKING,NEW WORDS,Next,READING AND SPEAKING,Artic
29、le,B. Read again and check () the reasons the people brand themselves. Base your answers on what you read, not what you infer.,READING AND SPEAKING,Keys,for profit for promotion for free stuff Donna _ _ _ Robert _ _ _ Tad _ _ _,C. Discuss the following questions with yourclassmates.,READING AND SPEA
30、KING,What well-known logos/slogans can you think of? What would be a good slogan for your teacher/your class?,TEXT A,TEXT A,The Geek Squad is a subsidiary of the Best Buy Company and is based in Richfield, Minnesota, US. The company offers various computer-related services and accessories for reside
31、ntial and commercial clients. The Geek Squad provides services in-store, on-site, and over the Internet via remote access, and also provides 24-hour telephone and emergency on-site support. Agents wear white short-sleeve dress shirts, black clip-on ties with the Geek Squad logo pin, black trousers o
32、r black skirts, white socks, and black shoes with the Geek Squad logo imprinted in the sole. White and black are the only colors allowed in Geek Squad uniforms. Geek Squad Agents holding certain positions including on-site Double Agents, Special Agents, and Deputies of Counter Intelligence carry a m
33、etal police-style badge. Double Agents & Special Agents drive black-and-white Volkswagen New Beetles (dubbed “Geekmobiles”) with an orange-and-black company logo on the door. Geekmobiles in California are all-black with white roof and running boards, due to a request by the California Highway Patrol
34、 that the vehicles no longer resemble the paint scheme of their police vehicles (a violation of California law).,Background Information,Geek Squad,TEXT A,People and companies are always making efforts to create an image. There are several rules about how to create and maintain a great corporate imag
35、e.,无论是个人还是企业，都在不遗余力地塑造自己的形象。树立并保持良好的企业形象是有章可循的。,Corporate Images,全文音频,TEXT A,TRANSLATION,1. images just arent for big businesses like McDonalds; corporate image is just as important for the little guy. If you look at a computer repair company like Geek Squad, youll notice they have their FBI-like un
36、iforms, their “special agent” badges and their VW Bug vehicles (known as “Geek ”) to get them around as part of their corporate image. Youll notice they use the colors black and white with the Geek Squad logo. Even Geek Squads phone recordings have James Bond music running in the background.,mobiles
37、,Corporate,reserved,consistently,TEXT A,TRANSLATION,2. I am not telling you to and run around town playing secret agent, but there are rules to follow to create and maintain a great corporate image.,dress up,TEXT A,TRANSLATION,3. Choose some colors and use them consistently 4. Geek Squads are black,
38、 white and orange. Technibbles are green and white with some dashes of dark red. Whatever your colors are, they should be used consistently on everything you have that contains color such as your uniform, business cards, website, brochures, outdoor signage and any other forms of advertising. Your co
39、lors should always remain exactly the same because a few shades differences can throw the whole image right off track. You wont catch McDonalds logo ever changing coloryou always know exactly what shade of yellow and red they use.,TEXT A,TRANSLATION,5. Use a font on all your material 6. The font tha
40、t you use on your material can be almost as strong as your logo itself. If I used the McDonalds McCafe font but didnt actually spell McCafe with it, youll know that it is still the McCafe font. You dont need to create your own font like they did; Im just demonstrating that people also associate the
41、font with your business. For my own publications, I like to use Arial because it is easy to read in all font sizes. Some people also like to use Times New Roman, but I find it tends to become hard to read when it gets small. Whatever font you use, use it consistently on all of your material because
42、it will eventually become associated with your brand.,specific,TEXT A,TRANSLATION,7. Your logo 8. Your logo is the most important part of your corporate image. It should use your colors mentioned earlier and it should be simple and . Whats more, you should make sure that your logo is always readable
43、 when you are printing in black and white.,uncomplicated,TEXT A,TRANSLATION,9. Tell people why your business is different with a good slogan 10. We did a big writeup on this last year in our article What Makes Your Business Different? Some of the big businesses have created great slogans for their c
44、ompanies to from the rest. For example: Hungry Jacks has the slogan “The Burgers Are Better at Hungry Jacks” letting you know their burgers are better than their , i.e. McDonalds. Coke used to use “Its the Real Thing” implying that Pepsi isnt the real thing or .,stand out,competitors,inferior,in som
45、e way,TEXT A,TRANSLATION,11. For your own slogan, you may have a “no fix no fee” rule and that would make a great slogan. Your business might be the longest established PC Store in your town, the largest or the friendliest, so you could easily use any of those. Anything to make your business differe
46、nt. 12. There is a lot we can learn from the big boys about corporate image since most of them have mastered it. Look at businesses that are leaders of their industry and take note of their branding.,TEXT STRUCTURE ANALYSIS,1. Geek Squad has a phone recording with James Bond music running in the bac
47、kground. (Para. ) 2. When designing a company logo, use the chosen colors for all the material and design the logo simple. (Para. ) 3. Coke used “Its the Real Thing” to imply that Pepsi is inferior in some way. (Para. ) 4. The “No Fix No Fee” can be a great slogan. (Para. ) 5. The logo is an importa
48、nt part of a corporate image. (Para. ),TEXT A,A. Identify the paragraph from which the following information is derived.,READING COMPREHENSION,1,Keys,4,10,11,8,TEXT A,According to the text, corporate images are _.,B. Choose the best answer from the four choices marked A, B, C, and D.,READING COMPREHENSION,important not only for big businesses but also for small ones B. just reserved for big businesses C. only important for small companies D. of little importance for big businesses as well as small ones,
