商務(wù)英語泛讀2-unit1課件

1、Unit 1 Advertising Leaning ObjectivesTo learn some knowledge about advertising and advertising mediumTo learn some expressions and terms of advertising To learn how to summarize the main idea of a textPre-reading While-readingAfrer-reading 1Lead-in1Background Information 2 Read and analyze3Useful ex

2、pressions 14Assignment7Reading skills and Practice16discussion5Lead-in Watch a typical advertising video and answer the following questions:What product is the video advertising?What advertising medium(廣告媒介) is this ad for? TV, radio, newspaper, magazine?What brands do you know from daily advertisem

3、ents? 廣告也瘋狂有個(gè)人爬墻出校被校長抓到，校長問他：“為什么不從校門走？” 他說：“美特斯邦威不走尋常路?！毙ｉL又問他：“這么高的墻怎么翻過去的啊？” 他指了指褲子說：“李寧一切皆有可能！”校長又問他：“翻墻是什么感覺？”他指了指鞋子說：“特步飛一般的感覺！”第二天，他從正門進(jìn)學(xué)校，校長問他：“怎么不翻墻了？”他說：“安踏我選擇，我喜歡！” 第三天他穿混混裝，校長說：“為什么穿混混裝”。他說：“穿什么就什么森馬服飾”。第四天他穿背心上學(xué)，校長說：“不能穿背心上學(xué)?！彼f：“男人簡單就好愛登堡服飾。”校長說：“我要記你打過?！彼f：“為什么？” 校長說：“動(dòng)感地帶，我的地盤我做主?！盇 C

4、oca-Cola advertisement from the 1890sAn 1895 advertisement for a weight gain productAdvertisement for food and cosmeticsTypes of AdvertisingDirect-action advertising 針對(duì)性廣告Institutional advertising信譽(yù)廣告Primary-demand advertising 第一需求廣告Brand advertising 品牌廣告Comparative advertising 對(duì)比廣告Advertising Media

5、Advertising Media Considerations in Choosing MediaDose the advertising medium cover the market?What is the cost per reader or listener in the market?In designing an advertising program, an individual firm or its hired advertising experts must somehow balance the necessity of advertising against the

6、likelihood that some expenditures will be wasted.(para3)Sentences This large advertising industry（廣告業(yè)） offers a wide variety of（各種各樣的） jobs to college graduates（大學(xué)畢業(yè)生）, including such positions（職位） as advertising managers, layout specialists, artists, copywriters, account executives, media directors

7、, and sales specialists.（para.1)（美國）這個(gè)巨大的廣告業(yè)為大學(xué)畢業(yè)生提供了廣泛的工作機(jī)會(huì)，包括諸如廣告經(jīng)理、設(shè)計(jì)專員、藝術(shù)家、廣告文案撰寫人、客戶專員、媒體總監(jiān)、銷售專員這類職位。Sentences The special challenge that advertising presents can be illustrated（說明） by statement made by the president of a major advertising agency in New York.(para.2)廣告業(yè)所面臨的特殊挑戰(zhàn)可以用一家主要廣告公司的老總的話來

8、說明。Sentences Advertising can be defined as （被定義為）nonpersonal commercial messages to the public designed to inform both established and potential customers.（para.4）廣告可以定義為設(shè)計(jì)來讓已有和潛在顧客知曉的公開非個(gè)人商業(yè)信息。VocabularyCollege graduates 大學(xué)畢業(yè)生Illustrate 說明；描述Symphony 交響樂Individual firm 個(gè)體企業(yè)Television commercial 電視廣

9、告Automobile 汽車Sponsor 贊助；贊助商Audience rating 收視率Merit 優(yōu)點(diǎn)Sales promotion 促銷Established customer 老顧客Potential customer 潛在顧客Useful expressions ad wordsAdvertising industry 廣告業(yè)Advertising manager 廣告經(jīng)理 copywriter 廣告文案撰寫人Account executive 業(yè)務(wù)代表Media director 媒介總監(jiān)Sales specialist 銷售專員Advertising agent 廣告代理公司Advertising program 廣告計(jì)劃Advertising rates 廣告費(fèi)Reading skillsSummary skillsWhat is the text mainly about?What is advertising ?Types of AdvertisingAdvert