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新编剑桥商务英语（中级）（第三版）MODULE4Advertising授课教师：林郦ContentsModuleFour4.1Businesstopic:Advertising4.2Businessskills:Delegating4.3Examspotlight:ReadingTest:PartFourBusinessTopic4.1Vocabulary:Typesofadvertising4.1Casestudy:theeffectofAdvertising4.1Speaking:Oralpresentation4.1Casestudy:choosingthemediumofAdvertisingObjectives•I.VocabularyBuilding4II.CulturalReflectionWordsandexpressionsrelatedtoadvertisingtheadvantagesanddisadvantagesoftypesofadvertising,considerationinchoosingmediaIV.OralPracticePracticetogivetipsandadviceBackgroundinformationCommercialAdvertising{商业广告}isalsoknownasprofit-makingcommercialadvertisingorfinancialadvertising,intermsofprofitsfortheprimarypurposeofadvertising7Backgroundinformationnon-commercialadvertisingisforpublicinterests.8Whatisthefunctionofadvertising?Functionamplifythedemandmarketingbrandgoodwillpreferenceandloyalty•Advertisingisanimportantpartofmarketing.Veryfewcompaniesareabletosellaproductwithoutadvertising.Itispossiblebutveryunlikely.•Advertisingisanimportantmeansforbusiness.Itaimstomakepeopleawareofaproductorserviceandfavorablyinclinetowardsit.Amanufacturercanamplifythedemandofaproductbyadvertisingwidely.•Itcanbuildtheconsumer’sbrandpreferenceandloyalty,thusincreasingthevalueoftheproduct.•Advertisingishelpfultobuildthebrand,increasethevalueofitsgoodwillandwintheconfidenceofconsumer.Whatisthefunctionofadvertising?Whatarethepurposesofadvertising?Tomakecustomersknowtheproductortheserviceandthenbecomeinterestedinit.Tobuildandmaintainagoodcorporateimage,includingitsbrandandcorporateculture.Tofightagainstthecompetitors.Togainprofitsbytakingmoneyfromtheconsumers’pockets.BackgroundInformation(美国广告协会)AssociationofNationalAdvertisingdefinesthepurposeofadvertisingas:ACCAAwareness受众意识Comprehension易于理解Conviction令人信服Action敦促行动varioustypesofadvertisingBillboardadvertisingoutdooradvertisingoutdoorLEDadvertisementscreenElectronicscreenDigitalpostersPublictransportationvehicles['viɪkl]banners旗帜广告Printmedia印刷媒体MagazinecalendarsBrochures[bro'ʃʊr]orpamphlets['pæmflit]Leaflet(handout)advertisingBroadcastmedia广播媒体TVcommercialInternetadvertising搜索引擎优化（SearchEngineOptimization）notesNotes•In1997，Amazonintroducedtheconceptofaffiliatemarketing(联属网络营销)，andthenpromotedthisnetworkmarketingmodelinalargescale.•Atthattime,Amazondidn’tenjoyahighreputation,whichwasonlysellingbooksthroughthenet.Itisobviousthatbookscancoveravarietyofgoods.Therearealsovariouswebsitespromotingthesegoods.•Then,Amazonmadeaboldandwisedecision:“whynotchangethesewebsitesintoourpartners?Whentheusersofthesewebsitesbuyourbooksthroughlinks,wewillpayapartofcommissiontothesewebsiteswithoutapennyofadvertising！”•ThatisfamousaffiliateprogramofAmazon,whichisalsocalledtheassociateorreferrerprograms.banners旗帜广告pop-upads(pop-ups)自动弹出式广告spamBlogsorMicroblogsmicroletter•Wordofmouth•Mailshot:•aletteradvertisingsomethingWordofmouthmailshotsTVcommercialsspambannersnewspaperadvertsbrochuressamples邮寄广告报纸上的广告横幅广告电视广告垃圾邮件广告口头广告样品小册子UsefulWordsandExpressionshaveadiscussionabouttheeffectofadvertisingwhatdoyouthinkofthisadvertisement25Tasks:1.What‘stheproductorcompany?2.whoisthetargetconsumer?3.Howwasitadvertised?4.Howeffectivedoyouthinkitis?Why/whynot?haveadiscussionabouttheeffectofadvertisingwhatdoyouthinkofthisadvertisement26Tasks:1.What‘stheproductorcompany?2.whoisthetargetconsumer?3.Howwasitadvertised?4.Howeffectivedoyouthinkitis?Why/whynot?haveadiscussionabouttheeffectofadvertisingwhatdoyouthinkofthisadvertisement27Tasks:1.What‘stheproductorcompany?2.whoisthetargetconsumer?3.Howwasitadvertised?4.Howeffectivedoyouthinkitis?Why/whynot?Zodiac['zodɪ'æk]ThezodiacisChinesepreciousculturalproductsYoucanusethefollowingusefulexpressions:•1.Theadvertisementisusedtopromote…这广告是促销…•2.Thetargetcustomersoftheadvertisementare…这广告的目标客户是….•3.itisobviousthat…很显然…creativeideas有创意的想法•4.I(don’t)thinkitiseffectivebecause….我认为这广告效果很好（没有达到很好的效果）•5.paperdiaper（纸尿裤）parent-childclothes亲子装•6.rollerskating滑旱冰rollerbaby旱冰宝宝•7.performingtheirstunts表演特技facialexpressions面部表情•8.haveastrongvisualimpact有很强的视觉冲击力/效果•9.leaveadeepimpressiononsb/impresssbdeeply给某人留下很深的印象•10.Xxcompanytargetsamoreupscalemarket•xx公司目标客户定位在上层市场（高端市场）•11.marketingstrategies市场营销策略•12.sendthelinktomyfriendseasily很容易把链接发给朋友•13.creatinglinkstoincreasetraffic创造连接提高点击率Youcanusethefollowingusefulexpressions:•1.zodiac(twelveChinesezodiacsigns)十二生肖•2.Drivenbythecommercialinterests,由于商业利益的驱使，•3.inordertoachievethegoodeffectivenessofremembering为了良好的广告记住效应，•4.usingthemethodofrepeatingadvertisingslogans•采用重复喊话的方式•5.woolfabric/woolenknitwear毛纺织品knittingwool毛线•6.Haveastrongvisualandauditoryimpact有很强的视听效果•7.audienceratings(电视、广播的)视听率,收视率•8.theeffectivenessof…hasbeenimpaired/weakened•消弱了…的效果•9.vulgartelevisionadvertisement;恶俗电视广告•10.appearfrequently频频出现；•11.ItisthemostinterestingadsthatI’veeverseen.•这是我看过的最有趣的广告。•12.ItisthemostannoyingadsthatI’veeverseen.•这是我看过的最烦人的广告。ThreeBPrincipleinadvertisingindustry•AchievetheAIDMAeffect。•(Attention、InterestDesire、Memory、Action)•Theadvertisementshouldbelegal，decent，honest，truthful•Completeeachse