Unit_7_廣告.ppt

1、學(xué)林出版社,第二冊(cè),普通高等教育“十一五”規(guī)劃教材,大學(xué)實(shí)用英語(yǔ)綜合教程,Beyond Oxford Practical college English Course,走出牛津,2,Back,Next,Advertisements 廣告,Advertising Effects 廣告效應(yīng),Unit 6,Seven,Table of Contents,Advertising 廣告,3,Focus 1 content,Back,Next,S: Different kinds of advertisements,L: Checking out a house-for-rent advertisemen

2、t,L: Customer appreciation sale,S: Apartment for rent,R: Ad for losing weight,W: Writing a rental ad,Advertisements 廣告,Focus,R: Quotes on advertising,4,focus1starter,Back,Next,1. StarterDifferent kinds of advertisements,Look at the pictures. Say what is advertised in each picture.,perfume,house,bags

3、,car,Woori Bank,mobile phone,5,2. Checking out a house-for-rent advertisement,Mary sees a house-for-rent advertisement in the newspaper and comes to find out the details of the house. Listen to the dialogue and fill in the blanks.,Next,Focus 1. 2,Back,todays newspaper,size and layout,dining room,nin

4、e hundred square feet,$1,000 per month,expecting,6,Next,Focus 1. 2,Back,Notes 1. Id like to check out a flat for rent I saw in todays newspaper. 我想核實(shí)一下今天報(bào)上登的一則公寓招租廣告。 check out 核對(duì)，核實(shí) e.g. All testimony which could be checked out has turned out to be true. 2. Are you familiar with the area? 你熟悉那個(gè)地區(qū)嗎？

5、 be familiar with 熟悉 e.g. Im not familiar enough with that book. be familiar with結(jié)構(gòu)常用于表示某人熟悉某物或某人，要用人作句子的主語(yǔ)；如果表示某物或某人為某人所熟悉，要用be familiar to結(jié)構(gòu)，并用事物作主語(yǔ)，如：Is this area familiar to you? （你熟悉這片地區(qū)嗎？） 3. Could you tell me the flats size and layout? 你能告訴我房子的大小和布局嗎？ layout n. 布局，設(shè)計(jì) e.g. He had helped with t

6、he layout of the capitals streets and public buildings.,2. Checking out a house-for-rent advertisement,7,3. Customer appreciation sale,Shirley and Dale are talking about the electronic goods on display on May Day at Five Stars Electronics. Listen to the conversation and fill in the table.,Back,Next,

7、Focus 1 3,The one-week long May Day holiday,TV sets, video cameras, CD players, etc.,A video camera,10% to 50%,8,Focus 1. 2,Shirley: Hi, Dale, have you read the poster for Five Stars Electronics customer appreciation sale? Dale:No. For which days? Shirley: During the one-week long May Day holiday. T

8、he advertisement says therell be all kinds of electronic goods on display. Dale:What are they? Shirley: They include new TV sets, video cameras, CD players Dale:In fact, Ive been longing for a new video camera. Shirley: And Im interested in a new TV set with a large screen. Dale:What about the price

9、? Shirley: The ad guarantees “All are at extremely low prices.” Dale:Are there any discounts? Shirley: It says “All items are subject to 10% to 50% discount.” Dale:Sounds attractive. Shirley: Besides, for every purchase, youll have a chance to win their cash prize of RMB 10,000. Dale:Great! I cant w

10、ait to try my luck.,Next,Back,3. Customer appreciation sale,9,Next,Focus 1. 2,Back,Notes 1. Shirley and Dale are talking about the electronic goods on display on May Day at Five Stars Electronics. 雪莉和戴爾正在談?wù)撐逍请娮庸驹谖逡粍趧?dòng)節(jié)期間將要展出的電子產(chǎn)品。 on display 陳列，展覽 e.g. We were amazed by the rich variety of commoditi

11、es on display. 2. In fact, Ive been longing for a new video camera. 事實(shí)上，我一直渴望擁有一臺(tái)新的攝像機(jī)。 long for 渴望，極想得到 e.g. Price reductions are longed for, but unlikely. 3. The ad guarantees “All are at extremely low prices.” 廣告保證“所有的商品將以最低價(jià)出售”。 guarantee v. 保證，擔(dān)保 e.g. The label on this bread says it is guarante

12、ed free of preservatives. guarantee 也可用作名詞，表示“保證，商品使用保證書”。 e.g. The video recorder comes with a two-year guarantee.,3. Customer appreciation sale,10,4. Apartment for rent,Back,Next,Focus 1 4,Read the advertisement and work out in a group the full spellings of the six short forms. Then make up a dial

13、ogue with your partner.,Apartment for Rent Quiet (near community park),12 Clinton Drive, lrg 2br, bright, lndry, eat-in kit, close to LRT / shops. No smoke / pets. 888-8888 leave mess. Column A Column B,br large mess kitchen lrg message lndry light rail transportation kit bedroom LRT laundry,11,Focu

14、s 1 4,Learning,Back,Next,4. Apartment for rent,12,Focus 1 4,Back,Next,4. Apartment for rent,13,Focus 1 4,Back,Next,4. Apartment for rent,14,After being overweight has been upsetting him for years, a fat guy decides to go to a popular local gym. On the way, he sees an ad for a new gym guaranteeing to

15、 reduce anyones weight by 5, 10, or 20 kilograms on the first day of the preliminary stage. Out of curiosity, he goes and tells them he wants to lose 5 kilograms. They lead him into a huge gym with a wide variety of ropes and parallel bars and ladders. They tell him to wait a minute.,Translation,5.

16、Ad for Losing Weight,Focus 1 5,Back,Next,減肥廣告 超重困擾了一個(gè)胖家伙多年。最后，他決定去當(dāng)?shù)匾患液苁軞g迎的健身中心。在路上，他看到一個(gè)新健身中心的廣告，廣告保證在初期的第一天，任何人體重都可以都減少5公斤、10公斤或20公斤。出于好奇，他來(lái)到這家健身中心，并告訴他們他想減掉5公斤。他們把他帶到一個(gè)巨大的健身房，里面有各式各樣的繩子、雙杠和梯子。他們讓他等一會(huì)兒。,15,Back,Next,Hes standing there when on the far side of the gym a door opens and out steps a be

17、autiful girl, with a sign saying: “If you catch me, Im yours.” He thinks to himself: “Well, Im a bachelor. For me now, nothing would be better than finding a wife like this pretty girl.” By instinct, he starts running, and rushes as if for dear life, pursuing the would-be-wife that he has his mind o

18、n for the moment, and just as he gets close to his ideal, she starts picking up speed. (To be continued),Translation,他站在那兒，突然健身房另一邊的門打開了，走出一位漂亮的女孩，身上貼著一個(gè)標(biāo)簽，寫著：“如果你抓到我，我就是你的。” 他心里想：“嗯，我是一個(gè)單身漢?，F(xiàn)在對(duì)我來(lái)說(shuō)，沒(méi)有什么會(huì)比找到一個(gè)這樣漂亮的女孩做妻子更好的了?！背鲇诒灸?，他跑了起來(lái)，拼命向前沖，追趕他眼前這位心目中未來(lái)的妻子。正當(dāng)他快趕上心上人時(shí)，女孩開始加速。 （待續(xù)）,Focus 1 5,5. Ad for

19、 Losing Weight,16,Back,Next,Before he knows it, hes running all over the gym, up the ladders, down the ladders, across the parallel bars, here and there. And just as hes about to catch her, she disappears through a revolving door. In comes the manager, who motions him to come to the showers, and the

20、n weighs him on the scale. Sure enough, he has lost exactly 5 kilograms. Persisting in his pursuit, he says, “I want to lose 20 more kilograms.” “No problem,” says the manager.,Translation,不知不覺(jué)中，他跑遍了健身房，上梯，下梯，跨過(guò)雙杠，正當(dāng)他要追上女孩的時(shí)候，她進(jìn)入一扇旋轉(zhuǎn)門里，消失不見了。經(jīng)理進(jìn)來(lái)，示意他去沖個(gè)淋浴，然后讓他站在秤上稱一下。果然，他的體重正好減去了5公斤。 他堅(jiān)持要得到他所追求的人，便說(shuō)

21、道：“我還想再減20公斤?！?“沒(méi)問(wèn)題?！苯?jīng)理說(shuō)。,Focus 1 5,5. Ad for Losing Weight,17,Back,Next,Again he is led to the large gym. This time hes standing by the door when it opens, a place he deliberately chooses. Out comes a gorilla with a sign: “If I catch you, youre mine.” Taken aback, he rushes for dear life in its rea

22、l sense, up the ladders, down the ladders, across the parallel bars, here and there. Then the gorilla disappears through the door. The scale reads 20 kilograms less. The gym lives up to its promise.,Translation,他又被帶到那間巨大的健身房。這一次門打開時(shí)他正對(duì)著門口，這是他刻意選擇的地方。一只大猩猩帶著一個(gè)牌子走了出來(lái)，上面寫著：“如果我抓住你，你就是我的了?！彼蟪砸惑@，拔腿就跑，這次

23、可真是為命奔逃了，上梯，下梯，跨過(guò)雙杠，四處跑遍。然后，大猩猩從門里出去了。秤上顯示他的體重又減去了20公斤。健身中心兌現(xiàn)了它的承諾。,Focus 1 5,5. Ad for Losing Weight,18,Back,Next,Focus 1 5,A. Decide whether the following statements are true (T) or false (F) according to the passage.,( ) 1. A fat man goes to a popular local gym for some information about going on

24、 a diet. ( ) 2. Hed like to lose 5 kilograms and he is sure what the ad says is true. ( ) 3. He chases the beautiful girl all round the gym because he really wants her to be his wife. ( ) 4. After running around the gym for some time, one can really lose 5 kilograms on the first day of the prelimina

25、ry stage. ( ) 5. The gym keeps its promise by cheating and frightening its customers.,F,F,T,T,F,5. Ad for Losing Weight,19,1. (weight) people sometimes join clubs to help them lose weight. 2. Most financial analysts have been surprised by the _ (persist) of the recession. 3. Dont (upsetting) yoursel

26、f by thinking about what might have been. 4. We had a (various) of problems on our journey, including a puncture. 5. I used to enjoy photography, but I no longer have enough time to _ (pursuit) any hobbies.,Back,Next,Focus 1 5,B. Fill in the blanks with the proper forms of the words given in bracket

27、s.,pursue,variety,upset,Overweight,persistence,5. Ad for Losing Weight,20,6. Writing a rental ad,Focus 1 6,You have a flat to let. Write an advertisement to put in the local newspaper.,Back,Next,房屋基本情況：人民路12號(hào)10樓/95平米，兩室一廳一衛(wèi)（全配）/帶車位/房租每月5000元人民幣（不含水電）。有意請(qǐng)撥打電話87654321，聯(lián)系人：李小姐。,Apartment for Rent 12 Re

28、nmin Rd, 10th fl 95 sqm, 2-br, 1-bath, 1-living; F/f, parking space RMB5000/month (utilities not included) Call 87654321, Ms. Li,21,7. Read me!,Next,Focus 1 7,Back,Read the following quotes on advertising.,1. Stopping advertising to save money is like stopping your watch to save time. Anonymous 2. A

29、dvertising moves the goods. Anonymous 3. Advertisement is like learning a little can be dangerous. P. T. Barnum 4. Its a short road that has no advertising signs. Anonymous 5. If you dont advertise yourself, youll be advertised by your loving enemies. Elbert Hubbard 6. You can tell the ideals of a n

30、ation by its advertisements. Norman Douglas 7. We are advertised by our loving friends. William Shakespeare,22,Focus 2 content,Back,Next,L: Advertising on Bolivia Web,L: Measuring advertising results,S: Advertising effects,R: The Pope takes the market road,W: Writing an ad for a maths tutor,R: Manga

31、 as an effective tool for business advertising,S: Ad slogans,Advertising Effects 廣告效應(yīng),Focus,替代形式,23,Focus2 1,1. Starter Ad slogans,Do you know these slogans? Match the pictures with the slogans and translate them into Chinese.,Back,Next,A,B,C,D,E,F,24,Focus2 1,Back,Next,E,B,F,A,C,味道好極了。,只管去做。,動(dòng)態(tài)的詩(shī)，向

32、我舞近。,滴滴香濃，意猶未盡。,新一代的選擇。,1. Starter Ad slogans,25,Focus2 2,Back,Next,2. Advertising on Bolivia Web,Addison is asking Bulwer how to make an advertisement on Bolivia Web. Listen to the dialogue and fill in the blanks.,To be continued,at the top of,throughout our site,the advertising rates,26,Focus2 2,B

33、ack,Next,placed on many pages,place my banner,payment instructions,to come up with,size is the banner,2. Advertising on Bolivia Web,27,Focus2 2,Notes Your banner will be automatically placed by our software at the top of every page, in turn with the banners of our other customers. 我們的軟件系統(tǒng)會(huì)自動(dòng)把你的橫幅放在每

34、頁(yè)的頂部，與我們其他顧客的橫幅輪流交替呈現(xiàn)。 banner n. 橫幅 e.g. The marchers carried banners with the words “No Nuclear Weapons” in large letters. The demonstrators walked along the street, waving banners and shouting slogans. *automatically ad. 自動(dòng)地 e.g. The camera adjusts the lens aperture and shutter speed automatically

35、. This is a car whose gears change automatically.,Back,Next,2. Advertising on Bolivia Web,28,Focus2 2,2. After you create your campaign and we review it, we will send you payment instructions. We use PayPal to process our payments. 你們制定好廣告活動(dòng)計(jì)劃并經(jīng)我們審核后，我們將把付款說(shuō)明寄給你們。我們用貝寶辦理付款手續(xù)。 campaign n. 運(yùn)動(dòng)；戰(zhàn)役 e.g.

36、Can you guess who will laugh last in the presidential election campaign? We have planned an exciting publicity campaign with our advertisers. *process vt. 辦理；加工，處理 e.g. Visa applications take a minimum of one month to be processed by Embassy staff. Raw materials, such as coal and iron, are processed

37、 in local factories. process當(dāng)名詞用表示“（變化）過(guò)程；方法；工序”。 e.g. Could you explain how the digestive process works?,Back,Next,2. Advertising on Bolivia Web,29,Focus2 3,Back,Next,3. Measuring advertising results,The passage is giving you some suggestions on measuring the results of advertisements. Listen to th

38、e short passage and decide whether the statements are true (T) or false (F).,( ) 1.It is quite easy to measure the success of advertising if we use some simple principles. ( ) 2. Not giving thoughtful consideration to their advertisements, many companies have difficulty getting the results of their

39、advertisements. ( ) 3. The second step for advertisers to take is to create a system for measuring results. ( ) 4. The passage suggests that the advertiser identify the total profit a customer brings to them during their time with them. ( ) 5. If you want to make a bigger profit, you have to allow a

40、n element for averages and future discounted costs.,T,T,F,T,F,30,Focus2 3,Back,Next,3. Measuring advertising results,31,Notes 1. Have you ever thought that measuring the success of advertising is difficult? 你是否曾認(rèn)為衡量廣告成功與否很困難？ *measure vt. 測(cè)量，估量 e.g. The dress designer measured her client for her new

41、 clothes. measure當(dāng)名詞用表示“測(cè)量方法；確定量”。 e.g. What is the most efficient measure of progress? 2. Too many companies advertise without giving enough thought as to why or how theyre doing it and then have trouble tracking the results afterwards. 太多的公司做廣告時(shí)沒(méi)有對(duì)為什么做廣告和做得怎么樣詳加考慮，結(jié)果事后很難追蹤廣告效果如何。 track vt. 跟蹤，追蹤 e

42、.g. They tracked the criminal to his hiding place. track 當(dāng)名詞用，表示“小道，小徑；蹤跡，足跡”等含義。 e.g. We walked along a muddy track at the side of the field. have trouble (in) doing something 表示“做某事有困難”。 e.g. Do you have any trouble (in) doing it?,Focus2 3,Back,Next,3. Measuring advertising results,32,3. The follo

43、wing three steps will help advertisers make sure they get the most out of their budget. 以下三步能幫助廣告客戶充分利用他們的預(yù)算。 budget n. 預(yù)算 e.g. The education budget for the coming year is about $4 billion, which is much more than people expected. budget當(dāng)動(dòng)詞用表示“預(yù)算，安排”。 e.g. I must budget my wages carefully between re

44、nt, food, and clothing. 4. identify the total profit a customer may give during their time with you. 確認(rèn)顧客購(gòu)買你的產(chǎn)品期間產(chǎn)生的利潤(rùn)總額。 *profit n. 利潤(rùn)，收益；益處 e.g. The business made a big profit from its exports. profit當(dāng)動(dòng)詞用表示“得益，獲利”。 e.g. They profited by putting their money in his business.,Focus2 3,Back,Next,3. Me

45、asuring advertising results,33,5. If, on average, they buy from you for three years before dropping out, then they have given you 240. 一般來(lái)說(shuō)，如果顧客會(huì)從你處購(gòu)買三年的產(chǎn)品，便會(huì)為你帶來(lái)240英鎊的收益。 on average一般來(lái)說(shuō)，按平均計(jì)算 e.g. On average, people who dont smoke are healthier than people who do. 常見介詞短語(yǔ)：below (the) average 在一般水平以下

46、，中下，在平均數(shù)以下； above (the) average 在一般水平以上，中上，在平均數(shù)以上；on average 通常，按平均值，一般來(lái)說(shuō) drop out 放棄，不參與（某項(xiàng)活動(dòng)） e.g. He has dropped out of politics. Mary sang in the choir for over three years, then suddenly dropped out for no apparent reason.,Focus2 3,Back,Next,3. Measuring advertising results,34,Focus2 4,Back,Nex

47、t,4. Advertising effects,Discuss the positive and negative effects of advertisements with your partner.,1. Provide customers with a quick access to the product needed. 2. Let consumers have the best choice by comparing and contrasting the different prices and specifications. 3. Increase competition

48、between companies. 4. Make smaller businesses known. 5. Make good things known.,1. Many people lose their individuality because they buy the same goods as everyone else. 2. An ad is not usually a neutral and objective statement. 3. Advertisements encourage children to persuade their parents to purch

49、ase the products shown in the commercials, whether useful or not. 4. Junk food, such as pizzas, burgers, and soft drinks, are heavily promoted during childrens TV viewing time.,35,Focus2 4,Back,Next,Learning,4. Advertising effects,36,教皇走上市場(chǎng)之路 肯德基炸雞店經(jīng)理看到銷售額連續(xù)三個(gè)月下降之后，決定拜訪教皇，請(qǐng)求他的幫助。 拜訪期間，經(jīng)理問(wèn)教皇：“教皇陛下，您覺(jué)

50、得我們國(guó)家怎么樣？” 教皇回答說(shuō)：“我非常喜歡它！這是一個(gè)美好的國(guó)家！友好的人民，具有豐富的自然資源”,Focus2 5,Back,Next,After observing sales falling for three straight months at Kentucky Fried Chicken, the manager decides to visit the Pope and ask for a favor. During his visit to the Pope, the manager asks the Pope, “Your Holiness, how do you fin

51、d our country?” The Pope replies, “I love it! Its a wonderful country! Friendly people, blessed with an abundance of natural resources.”,Translation,5. The Pope Takes the Market Road,37,經(jīng)理接著說(shuō)：“我們國(guó)家有一點(diǎn)您肯定不喜歡。經(jīng)濟(jì)很不景氣。也許您能幫助我們做出一些改變?！?教皇說(shuō)：“我能做些什么？” 經(jīng)理說(shuō)：“我需要您改變每天的祈禱，把我們?nèi)沼玫拿姘袢召n給我們改成我們?nèi)沼玫恼u，今日賜給我們。如果您這樣做

52、，我會(huì)捐一千萬(wàn)美元給教堂?！?教皇回答：“抱歉。這是上帝的禱詞，我不能改變?！?Focus2 5,Back,Next,The manager continues, “There is something about our country that you dont like. The economy is down. Maybe you could help change some things.” The Pope says, “What can I do?” The manager says, “I need you to change the daily prayer from Giv

53、e us this day our daily bread to Give us this day our daily chicken. If you do it, Ill donate 10 million dollars to the church.” The Pope replies, “I am sorry. That is the Lords prayer and I cannot change the words.”,Translation,5. The Pope Takes the Market Road,38,銷售又下跌了一個(gè)月之后，經(jīng)理嚇壞了，于是再次拜訪教皇。 “聽我說(shuō)，閣

54、下。我真的需要您的幫助。如果您能改變每日的祈禱詞，我將捐贈(zèng)五千萬(wàn)美元給教堂。 教皇回答：“桑德斯先生，這個(gè)條件很誘人。有這么大一筆錢，教堂可以做許多善事。這將幫助我們資助很多慈善機(jī)構(gòu)。但是，我必須再次謝絕。這是上帝的祈禱詞，我不能改變?！?Focus2 5,Back,Next,After another month of decreased sales, the manager is frightened, and calls again. “Listen, your Excellency. I really need your help. Ill give 50 million dollar

55、s to the church if you change the words of the daily prayer. ” And the Pope responds, “It is very tempting, Mr. Sanders. The church could do a lot of good with that much money. It would help us support many charities. But, again, I must decline. It is the Lords prayer, and I cant change the words.”,

56、Translation,5. The Pope Takes the Market Road,39,這樣，經(jīng)理再次放棄了。又過(guò)了兩個(gè)月，銷售下降得很厲害，經(jīng)理變得非常嚴(yán)肅： “這是我最后的開價(jià)，閣下。如果您能改變每日的祈禱詞，我將給您的教堂捐贈(zèng)一億美元?！?教皇回答：“請(qǐng)等候我的回復(fù)?！?Focus2 5,Back,Next,So the manager gives up again. After two more months of terrible sales the manager gets very serious. “This is my final offer, your Excel

57、lency. If you alter the words of the daily prayer, I will donate 100 million dollars to the church.” The Pope replies, “Let me get back to you.”,Translation,5. The Pope Takes the Market Road,40,于是第二天，教皇把所有的主教叫到一起，說(shuō)：“我有一個(gè)好消息，也有一個(gè)壞消息。好消息是，肯德基將給教堂捐贈(zèng)一億美元?！?主教們聽到這個(gè)消息非常高興。接著，有人問(wèn)壞消息是什么。 教皇回答：“壞消息是，我們失去了神奇面

58、包公司的賬戶?！?Focus2 5,Back,Next,So the next day, the Pope calls together all of his bishops and says, “I have some good news and I have some bad news. The good news is that KFC is going to donate 100 million dollars to the church.” The bishops rejoice at the news. Then one asks about the bad news. The Pope replies, “The bad news is that we lost the Wonder Bread account.”,Translation,5. The Pope Takes the Market Road,41,1. Why does the manager decide to visit the Pope? 2. What does the manager ask the Pope to do? 3. Why does the Pope decline to change the prayer?,Focus 2 5,Back,Nex