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新编剑桥商务英语伴侣用书新编剑桥商务英语（中级）同步辅导（第三版）SUCCESSWITHBECVANTAGE电子课件主编陈小慰副主编苏翊翔编著陈小慰朱天文ModuleFourBECVantageContentsModuleFour4.1Businesstopic:Advertising4.2Businessskills:Delegating4.3Examspotlight:ReadingTest:PartFourBusinessTopic4.1Vocabulary:Typesofadvertising4.1Listening:Advertisingontheweb4.1Speaking:Ashortpresentation4.1Reading:Advertisingstandards4.1Grammar:Modals3.1Vocabulary:TypesofAdvertising1.wordofmouth2.mailshotn3.TVcommercialn.4.billboardn.5.spamn.6.bannern.7.newspaperadvert8.internetadvertising口碑，口头宣传，口头广告邮寄广告电视广告布告板,揭示栏,广告牌滥发邮件，垃圾邮件横幅广告，标语广告报纸广告网络广告，互联网广告UsefulWordsandExpressions9.searchengine10.linkvt.&vi.11.objectiven.12.expectationn.13.brochuren.14.samplen.15.casestudyn.16.ringtonen.搜索引擎连接，联系目标，目的预期，期望，期望值小册子，宣传手册样品案例研究手机铃声UsefulWordsandExpressions17.insmallprint18.graphicn.19.animationn.20.inbold21.subscriptionn.22.subscriptionfee23.launchaformalinvestigation24.TVcommercial用小字图形，插图动画，卡通制作用粗体字定购，订阅入网费，开通服务费展开正式调查电视广告UsefulWordsandExpressions25.softdrink26.spitout27.targetaudience28.organicadj.29.yoghurtn.30.Shapeyoghurt31.fat-freeadj.32.artificialsweetener软饮料（指不含酒精的饮料）吐出目标观众有机的，天然的酸奶塑身酸奶脱脂的，不含脂肪的人工的甜味剂UsefulWordsandExpressions33.preservativen.34.colorantn.35.additiven.36.ingredientslistn.37.onlinecomplaintsform38.promotionn.39.marketingn.40.promotionalgift保鲜剂色素添加剂成分清单，成分列表网上的投诉表促销，推广；提升，晋升营销，市场营销用于促销的赠品UsefulWordsandExpressionsASA（AmericanStandardsAssociation）ASA,anacronymforAmericanStandardsAssociation,referstoanantiquatedscaleforfilmspeedsdevisedbyKodakduringthe1940s.IthasbeenrenamedasANSIin1969.图片来自图片来自广告广告有广义和狭义之分，广义广告包括公益广告和商业广告。美国广告协会(AssociationofNationalAdvertising)将广告的目的概括为ACCAAwarenessComprehensionConvictionActionBackgroundInformation按媒介分类广告的方式billboardwordofmouthmailshotTVcommercialspambannernewspaperadvertbrochuresampleInternetadvert3.1Vocabulary:TypesofAdvertisingExercise2:TwocandidatesintheBECexamarediscussingtheadvantagesanddisadvantagesofdifferenttypesofadvertising.Completeeachsentencefromtheirdiscussionwithawordfromthebox.1选mailshots。关键信息为：pizzadeliveryfirm，domailshots，throwtheleafletaway2选TVcommercials。关键信息为：reachmillionsofpeople3选wordofmouth。关键信息为：listentofriends’recommendations4选brochures。注：题目问的是何种广告方式逐渐不用了。关键信息为：goonline，findoutwhatisavailableKeyandAnalysis5选sample。关键信息为：getafreesample，seewhatit’slike6选newspaperadverts。关键信息为：lookforajoblocally，berelativelycheap7选banners。关键信息为：visitawebsite，Idon’tthinkIevennoticethem.8选spam。关键信息为：anti-virussoftware，toblockanyspam，inboxKeyandAnalysis4.1Listening:AdvertisingonthewebExercise4:Listentosomeonewhorunsaweb-businessgivingapresentationtoagroupofmarketingmanagersonhowtosuccessfullyadvertiseontheInternet.Whichtechniquesdoeshemention?对应提到的7种技巧，使用的衔接性表达法分别是：1…rulenumberone…2mysecondruleisthat…3orperhapsthrough…4mythirdtipis…KeyandAnalysis5Beforewefinishdon’tforgetthat…6Whatmightbebetteris…7I’vefoundthistobeveryeffectiveandmorepositivethan…8Thenthereare…4.1Listening:AdvertisingonthewebExercise5:ListenagainandchoosethebestendingA,B,orCforeachsentence1-5.1A。关键信息在：Nowimaginedoingthesamething….that’swhatit’sliketoadvertiseontheinternet.2A。关键信息在：Thefirstthingistorememberthatpeopleusesearchengines.So…yoursiteneedstoappearinthetop…inallofthemajorsearchengines.KeyandAnalysis3B。关键信息在：it’sagoodideatospendsomeusefultimeandeffortongettingyourlinksonothersites.4A。关键信息在：E-mailcampaignscanworkandareaneasywaytogettraffictothesite.5C。关键信息在：Thentherearecontestswithprizesoranythingfree…KeyandAnalysis4.1Speaking:AshortpresentationExercise6:InthetalkoneffectiveInternetadvertising,thespeakerusesthefollowingexpressionstogivetipsandadvice.Thefirstthingisto…It’sagoodideato…Youcandothisby…Alsorememberthat…Mythirdtipis(never)to…Beforewefinishdon’tforget…Whatmightbebetteristo…4.1Speaking:AshortpresentationWorkinpairs.Eachofyouhasoneminutetomakenotesandprepareashortpresentationusingsomeoftheexpressionsabove.StudentA:Whatisimportanttorememberwhendecidingwhattypeofadvertisingtouse?StudentB:Whatisimportanttorememberaboutyourtargetconsumerwhenplanninganadvertisingcampaign?Tip这是BECV口语考试第二部分的又一次复习。学生们需要准备谈话，需要准备三个较好的观点及其理由。4.1Reading:AdvertisingstandardsExercise2:HerearethreecasestheASAhassuccessfullydealtwith.Readeachcasestudyandafterwardsdiscussthefollowing:·Isthetypeofadvertisingmentionedcommoninyourcountry?·Doyouthinktheadvertiserswerecompletelywrongineachcasestudy?·Haveyouhadanysimilarexperienceswithadvertising?4.1Reading:AdvertisingstandardsExercise3:LookatthecommentsbelowaboutthethreecasestudiesfromtheASA.Whichcasedoeseachcommentreferto?1评价“公司可以争辩说公司已经提供了所有的信息”针对的是案例研究1。案例1中提到，Furtherdownthepage,inthesmallprint,weredetailsofthestandardcostsfortones,graphicsandanimationswhichamountedto£4.50.Thedaughteronlysaw‘75peach’inboldanddidn’trealizetheofferwasasubscriptionservice.2评价“如果顾客不喜欢包含的成分，他们不必购买”针对的是案例研究3。案例3中提到，WhenMsAgottheyoghurtshome,shesawelevenadditivesontheingr