體驗(yàn)商務(wù)英語3 Unit 4 Advertising課件

1、Unit 4AdvertisingQuotations“Advertising is the greatest art form of the 20th century.”Herbert Marshall McLuhan was a Canadian educator, philosopher and scholar a professor of English literature, a literary critic, a rhetorician, and a communications theorist. McLuhans work is viewed as one of the co

2、rnerstones of the study of media theory.Advertising is the art of convincing people to spend money they dont have for something they dont need.Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.QuotationsDoing business without advertising is like winking a

3、t a girl in the dark. You know what you are doing, but nobody else does.Good advertising does not just circulate information. It penetrates the public mind with desires and belief.The man who stops advertising to save money is like the man who stops the clock to save time.It used to be that people n

4、eeded products to survive. Now products need people to survive.Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. Starting upAWhich advertisements do you like best?Pirelli is an Italian industrial enterprise that is active in more than 169 countries. The Pirelli Gro

5、up is the fifth largest tyre manufacturer in the world in terms of turnover, with 24 factories in four continents, and is a leader in the high end and high technology segments of the market.Perrier is a brand of bottled mineral water made from a spring in Vergze, France. Perrier is naturally carbona

6、ted. Both the water and natural carbonic gas are captured independently and the carbonic gas is added in the bottling phase. Perrier claims that the level of carbonation in every bottle of Perrier is the same as the water of the Vergze spring.Video Which advertisement do you like best? Why?BListen t

7、o four people describing their favorite adsSpeaker Product Reasons for liking the ads1234a carLevi Strauss(jeans)Renault Clio(car)Diary Box(chocolates)Its colorful, I like the music and its chaotic.The boy looks marvelous and theres a great tune Mad about the Boy.Its a funny ad and it just appealed

8、to my sense of fun.I just felt I had to have those chocolates. It was an immediate response to an advert.BAre the following advertising practices acceptable?Ad with childrenAd with starsAlcohol adComparative advertisingSubliminal ad潛意識(shí)廣告是由調(diào)研專家維卡瑞提出的廣告理論。這個(gè)理論表示，有意識(shí)的感知中，實(shí)際上看見的只是眼睛呈現(xiàn)的一部分。維卡瑞在美國新澤西北部的一家

9、電影院做實(shí)驗(yàn)，他讓老板準(zhǔn)備了一部特別的放映機(jī)，在放Picnic(野餐)電影時(shí)兩部機(jī)器同時(shí)工作，在電影放映過程中，用很弱的強(qiáng)度在銀幕上映出“喝可口可樂”或“請(qǐng)吃爆米花”字樣，并每隔5秒鐘以1/3000秒的速度插入。如此一來，有意識(shí)的眼睛雖然無法注意到疊印在電影情景上的這些廣告信息，但無意識(shí)的眼睛卻已經(jīng)記憶中并“讀到”了這些信息。在1957年的整個(gè)夏天，測試取得成功，可口可樂的消費(fèi)量因?yàn)闈撘庾R(shí)廣告而上升了六分之一，爆米花則超過了 50%。維卡瑞為這個(gè)構(gòu)想申請(qǐng)了專利，并且組織了一家公司來處理“潛意識(shí)”的電影和電視。VocabularyAdvertising media and methodsWhat

10、 advertising media can you think of?newspaperradioTVbillboardbusdirect mailinternetmagazinetruckcatalogueleafletABComplete the table with the suitable wordsMedia MethodsVerbs Radio Jingles PersuadeAdvertising DirectoriesExhibitionPressMailshotsPublic transportBillboardPostersWord-of-mouthCinemaLeafl

11、etstelevisionCommercialsPoint-of-saleEndorsementSlogansSponsorshipFree sampleRunTargetPublicizePromotePlaceLaunchResearchsponsorBBefore you read the article, match the words to their definitions.1 segments2 soaring3 mass market4 TV slot5 kiosksa place in a television schedulerising quicklysmall open

12、-fronted shop in the street for selling newspapers, etc.concerning with non-luxury goods that sell in large quantitiesparts of a larger market or category of customersCComplete the statements with 4 of the words above.The cost of a prime-time _ is _. However, advertising on _ is cheap. Outdoor adver

13、tising is one of the fastest growing _ in the market.TV slotsoaringkioskssegmentsOutdoor advertising A breath of fresh airDRead the article and answer the questions1 Complete the table using information from the first paragraph.Outdoor advertisingbillboards transport Street furniture bus shelter pub

14、lic toilets2 what do these numbers in the article refer to?18= $18 billion, annual worth of the worlds outdoor advertising6= 6%, percentage of outdoor advertising in all the worlds advertising spending3060,000100,00090205= 30 seconds, length of a prime-time TV slot= 60,000, cost of a 30-second prime

15、-time TV slot= $100,000, equal amount of 60,000 in terms of US dollars= 90, cost of a 2-week bus shelter advertisement= 20%, percentage of street furniture ads in outdoor ads in Europe= 5%, percentage of street furniture ads in AmericaSmirnoff is a brand of vodka now owned and produced by the Britis

16、h company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow; it is now distributed in 130 countries.Smirnoff products include vodka, flavored vodka, and malt beverages. In March 2006, Diageo North America claimed that Smirnoff vodka was the best-selling distilled spirit bran

17、d in the world. ListeningSuccessful advertising campaignsAndrew Pound, a marketing manager for Kraft Jacobs Suchard, talks about successful advertising. Listen and complete the chart below.Campaign 1Campaign 2Product Media Target customerMethod Result Reasons Frank Coopers marmaladeCream cheese spre

18、adRadio, Classic FMTVOld menChildren & mothersregular adverts and a sponsorship tie-upA fun advert that appeals to childrena huge successa huge increase in salesthe sales have donevery wellCost-effective, good targetingand increased salesgenerate salesKraft Jacobs Suchard AG-part of Philip Morris Co

19、mpanies Inc. by way of Kraft Foods, Inc.-is a leading European food company. Formed in 1993 through the combination of Jacobs Suchard AG and Kraft General Foods Europe, Kraft Jacobs Suchard (KJS) specializes in three food categories: coffee (42 percent of operating revenues), confectionery (30 perce

20、nt), and cheese/grocery (28 percent). Key coffee brands include Carte Noire, Gevalia, Grand Mre, Hag, Jacobs, Jacques Vabre, Kenco, Saimaza, and Splendid. In confectionery, noteworthy brands include Callard & Bowser, Cte dOr, Daim, Freia, Lacta, Marabou, Milka, Suchard, Terrys, and Toblerone. Finall

21、y, well-known brands in cheese/grocery include Dairylea, El Casero, Kraft, Miracle Whip, Oboy, Philadelphia, Sottilette, and Tang.ListeningSuccessful advertising campaignsIn the 2nd part of the interview, Andrew explains why advertising is not a waste of money. Listen and find out the reasons he giv

22、es.Advertising helps to keep a product at the front of consumers minds so that they are more likely to select it, rather than a competitors product, when they go shopping.In English, the definite article is the. Definite means that the refers to some specific thing as contrasted with a or an which d

23、oes not refer to one specific thing or individual. Thus, if I say the book, you know which book I refer to.eg. Would you pass me the book on the desk? Do you know the man over there?The indefinite article is just the opposite of the definite article. In English, the indefinite articles are a, an, so

24、me, any. They are indefinite because they do not refer to a particular thing as the does.eg. Could you give me a book to read? Its so boring. Im going to Beijing. Could you recommend a good hotel? Our teacher is an American.Language reviewArticlesDefinite & indefinite articlesMy friend is _ fireman.

25、 Lets ask him for _ help._ Pacific Ocean is _ largest body of water on _ Earth. You can find _ books youll need for _ English class at _ A. Meridith remembered to turn off _ lights before she left _ apartment. They refused to listen to _ Tim because they thought he was _ overbearing person. He telep

26、honed _ agent that was listed in _ telephone directory. John felt _ painting was much too expensive and decided to look for _ different one. One of _ students has committed _ crime. No one will leave the classroom until _ guilty student admits his or her _ guilt. There was _ sound in _ living room.

27、Tom said he was _ employee at _ fast food restaurant. _ restaurant is at _ shopping mall. Jack Anderson was caught holding _ match at _ time of _ fire. Im afraid I cant remember _ exact date of _ show. Shes staying at _ hotel in _ small town in Colorado. _ town is near _ Denver. He got _ job in _ be

28、st company in town. a/The thethethe/thethe/anana/thetheatheatheatheanaThea/theathethethetheaaTheathe/AN ADVERTISEMENT FOR THE NEW FORD PUMAAs McQueen drives around the city, the car receives admiring glances from passes-by ranging from a traffic cop to an attractive woman out walking. Finally he pul

29、ls into his garage where he parks the Puma alongside the original Mustang. advert commercial concept USP university VIP hour European exhibition MBA employee endorsementanaaaaaanaananananPut “a” or “an” before the words in the box.SkillsStarting presentationsADecide whether each of the following sen

30、tences are formal or informal. Then listen and check your answer.Introducing yourselfOn behalf of myself and Focus Advertising, Id like to welcome you. My names Sven Larsen.Hi, Im Dominique Lagrange. Good to see you all.Giving background informationIll give you the background and talk you through th

31、e results of the market study.Ive divided my presentation into three parts.Introducing the topicThis morning, Id like to outline the campaign concept weve developed for you.Im going to tell you about the ideas weve come up with for the ad campaign.Inviting questionsIf you have any questions, please

32、dont hesitate to interrupt me.If youre not clear about anything, go ahead and ask any questions you want.SkillsStarting presentationsCPresenters can use different techniques to get their audiences attention at the start. Match the techniques to the examples.a) tell a personal story c) ask a question

33、b) offer an amazing fact d) state a problem1 I wonder if any of you here know the answer to this question: whats the most popular holiday destination in Europe for people under the age of 25.2 When I was on holiday a few years ago in Greece, the owner of a taverna told me that in 20 years time, the

34、little village where he lived would be a popular tourist resort.3 Let me give you a statistic: 92% of Americans do not own a passport. Consider the opportunity this presents to the travel industry.4 Were facing a crisis with our market share. What are we going to do about it?cabdCase studyFocus Adve

35、rtisingBackgroundCompany HeadquartersReputation Problem Current taskFocus advertisingParis, FranceCreating imaginative and effective campaignsreputation damaged, major clients lost, need to restore company reputation & win potential clientsCompete against some well-known agencies for several contrac

36、ts.Case studyAdvertising campaignsCampaign 1Campaign 2Campaign 3Campaign 4Product Target customersTask A high-priced, hand-finished sports car with a classic design.High-income executivesRe-launch the product with an international campaign.A unisex perfumeLower-end of the marketLaunch the perfume in

37、 an English speaking countryLondon chain restaurants with extensive menusAll potential customersLaunch a creative campaign to improve salesBanking servicesAll potential customersKeep existing customers and attract new onesCase studySample advertsNew CromaAn elegant exterior with an all-new design, a spacious interior with refined equipment, exciting, environmentally-friendly engines, low fuel consumption and a whole host of technological features. Practical and spacious during