1、CENTURY BUSINESS ENGLISH 世纪商务英语综合教程,Lecturer : David Lee,Ask for more!,Just do it!,We do chicken right!,Go believe!,Unit 10 Business Advertising,Advertising is any of various methods used by a company to increase the sales of its products or services, or to promote a brand name. Advertising is also
2、used by organizations and individuals to communicate an idea or image, to recruit staff, or to publicize an event. To ensure that their advertisements will appeal to those most suited to their products, advertisers must have a target audience in mind when they design their campaign. The media used b
3、y the advertisers are newspapers, magazines, television, radio, and posters etc.,Functions,Methods,1. What are the functions of advertising? 2. What makes a good advertisement? 3. Which advertisement impresses you best? Why? Do you take advertisements as references when you want to purchase somethin
4、g? Why?,Work with your group. Development an advertisement for anything you are interested in and make it as interesting and attractive as possible. Role play the advertisement to the class and see if any of your classmates would like to buy your product.,With the development of market economy, adve
5、rtisements have become a dominating feature in television industry. Some people say that advertisements brainwash us into buy things we really do not need. Others say that advertisements tell us about new products that will improve our lives. Which viewpoint do you agree with?,Reflection:,Read the p
6、assage about advertising and answer the following questions 1. How do the producers make their products reach more consumers? 2. What is the widely accepted standard for a good television commercial? 3. What should we do to succeed in advertising? 4. How can we tell that the television commercial me
7、ntioned in the text is a good one? 5. What results should a successful television commercial achieve?,Text A,Unit10,1 Television is very popular throughout the world, for it is a very channel to information. In order to make their products reach more consumers, producers will their products on telev
8、ision. What should a good television be? Different people will have different viewpoints because they have different experience and knowledge.,nowadays ad. now, at the present Nowadays, advertisements can be found everywhere in any big city.,Tran,nowadays,*,在此句中,for后面的分句表示原因,相当于一个原因状语从句,efficient a.
9、 have good effect on sth, effective This new copy machine is more efficient than the old one. efficiency n. Antonym: inefficient,efficient,communicate vt. to make sth known, convey sth Generally speaking, teachers are able to communicate their ideas clearly. vi. to exchange information, news, ideas,
10、 etc The Minister for Foreign Affairs has already communicated on this event with the American President. communication n. communicative a.,communicate,Reach more consumer的意思是让更多的消费者了解产品;In order to. 是不定式短语,在这里充当目的状语,*,advertise vt. to make sth generally or publicly known It may be safer not to adve
11、rtise your presence. vi. to praise sth publicly in order to encourage people to buy or use it The company advertised for a new secretary. advertisement n. advertiser n. advertising a.,advertise,commercial a. sth about business or trade A commercial college teaches things that would be useful in busi
12、ness. n. an advertisement on TV or radio The aim of the repetitions of the same commercial on television is nothing but to brainwash consumers into compulsive consumption.,commercial,电视广告现在,电视在全世界都非常流行,因为它是传播信息的有效工具为了让更多的消费者了解产品,生产商会在电视上对他们的产品进行广告宣传那么,什么样的电视广告才算好广告呢人们由于阅历和知识结构不同会有不同的观点,Text A,Unit10
13、,Here is a widely accepted standard: a good advertisement should reach at the lowest possible cost the most people who can and will buy what the producer sells. The first thing one must do to succeed in advertising is to have the attention of the reader. That means to be interesting. The next thing
14、is to stick to the truth, and that means whatever is wrong in the merchants business.,rectifying,*,rectify vt. to put sth right, correct rectify an error to rectify the mistakes in my bill rectifiable a. rectification n.,Tran,在此句中the most people是reach 的宾语at the lowest possible cost充当了句子的状语,who 引导了一个
15、定语从句,先行词是people,最后的what the producer sell是buy的宾语,*,在此句中the first thing后面省略掉了定语从句的引导词that; to have the attention of the reader是不定式短语做表语,下面是人们普遍接受的一个标准:一个好的广告应当能够以最低的成本让尽可能多的想买又买得起所广告产品的消费者了解该产品要想广告取得成功,要做的第一件事就是引起读者的注意,这就意味着广告必须非常有趣另外,广告应实事求是,也就是说对生产商为了扩大销售而做出的一些夸张性的宣传要予以纠正,Text A,Unit10,2 The follow
16、ing television commercial is a very good example.3 On the television screen we see the announcer holding up a cereal box with the name WAKE-UPS in big letters.4 Announcer: Do you wake up feeling tired? Do you start the day with a yawn instead of smile? Try WAKE-UPS, the new, improved breakfast cerea
17、l, the cereal that athletes eat!,下面的这则电视广告就是一个很好的例子在电视屏幕上,我们看到一个播音员手里拿着一个麦片盒,上面用 大写字母写着“WAKE-UPS(威卡普)”播音员说:“早上当你醒来的时候你会感觉到累吗你是以微笑开 始你的一天呢还是以呵欠开始你的一天呢试试威卡普牌麦片吧这 是一种新研制的,经过改进的早餐麦片,也是运动员专用的麦片”,Tran,Text A,Unit10,5 The picture changes. Now it shows a famous baseball player eating a big bowl of WAKE-UPS,
18、 by the box beside him on the table.6 Baseball player: I always start my day with WAKE-UPS. The cereal made especially for people like me. I have to keep healthy. WAKE-UPS can give me the strength I need. If you want to be strong and healthy, eat WAKE-UPS every morning!,indicate vt. to show sth, esp
19、ecially by pointing a sign indicating the right road to follow to suggest the possibility of sth I indicated that his help was not welcome. indication n. a sign, remark, event, etc that shows what is happening, what someone is thinking or feeling, or what is true indicator n.,电视画面改变现在屏幕上显示的是一个非常出名的棒
20、球运动员正在吃一大碗麦片,从放在他旁边的桌子上的盒子可以看出这是“威卡普”牌麦片棒球运动员说:“我每天早上都吃威卡普牌麦片这是为我们这类运动员特制的麦片我必须要保持建康威卡普牌麦片可以给我提供我所需要的能量如果你想变的强壮又建康,那么每天早上请食用威卡普牌麦片吧”,indicated,Tran,Text A,Unit10,7 The television commercial is very good because it is very interesting and closely the daily life. It can the attention of the housewives
21、 who are the target customers of the product. The commercial chooses a very famous baseball player as a spokesman. By so doing, the commercial will seem more reliable.,be related to have sth to do with 与有关 The advertisement is closely related to our daily lives. He is relating to me by marriage.,rel
22、ated to,Tran,attractvt. to catch the attention of others She was attracted by the novel advertisement. Do any of these designs attract you Flowers attract many bees. The film attracts a large audience. attractive a.,attract,reliable a. can be relied on, can be trusted Its not reliable to judge a man
23、 only by his looks. He is a very reliable person. rely v. reliability n,reliable,这则电视广告之所以很好是因为它比较有趣,而且与生活密切相关它可以吸引很多家庭主妇的注意力,她们是这种产品的目标顾客群这则电视广告选择了一个非常出名的棒球运动员作为产品的代言人这种做法使得这则电视广告看起来更加可信.,Text A,Unit10,Then those who admire the baseball player and those who want to become stronger will choose this
24、kind of cereal for their breakfast. In other words, the commercial can stimulate the audiences desire to buy. From this we can see that the success of a television commercial lies in whether it can attract the attention of the customers and then to induce them to buy the product advertised.,那些崇拜这个棒球
25、运动员的人和想变得更强壮的人都会选择这种麦片作为他们的早餐换言之,这则电视广告可以激发观众的购买欲望从这个例子我们可以看出,一则电视广告是否成功取决于它能否引起观众的注意并引导他们去购买所广告的产品,Tran,Text A,Unit10,Part1 (para.1): What should a good television commercial be? Part2 (Para.2-6):What should we do to succeed in advertising according to a good example? Part3 (Para.7):What results sh
26、ould a successful television commercial achieve?,Decide whether the following statements are True or False. 1. Television is nowadays very popular throughout the world because it is very easy to operate. People have the same viewpoint concerning what a good television commercial should be. A good ad
27、vertisement should reach the most people who can and will buy what the producer sell at the lowest possible cost. To succeed in advertising, we should first make the advertisement interesting so that it can attract the attention of the audience. To advertise their products, the producer can use what
28、ever they want to describe their products without considering the fact.,F,T,F,F,T,_,_,_,_,_,Text A,Unit10,1.,nowadays consumer viewpoint housewife merchant yawn athlete induce audiencetarget,result aimed at; objective group of people who have gathered to hear or watch sb/sth businessman or trader in
29、 the goods stated woman whose occupation is looking after her family, cleaning the house etc. attitude, opinion at the present time person who buys goods or uses services take a deep breath with the mouth wide open, as when sleepy or bored person who trains to compete in physical exercises and sport
30、s. persuade or influence sb to do sth,2.,3.,4.,5.,6.,7.,8.,9.,10.,Part 1 Match the words on the left with the definitions on the right.,Text A,Unit10,Write a summary according to Text A. Write a recruitment advertisement based on the following information.You work for ABC Company which is a famous software producer as a secretary to the HR manager. Now your company is going to hire several programmers, and you need to draft a recruitment advertisement.,Thank you for listening !,
