Unit 5 Brands and Advertisements实

Unit|FiveUnit|FiveBrandsandAdvertisements高等教育出版社高等教育电子音像出版社Unit|FiveUnitGoals:WhatYouShouldLearntoDo1.Learnabouttheuseofadvertisement2.Learnaboutthesuccessofadvertisements3.WriteaclassifiedadWhatYouShouldKnowAbout1.Waystomakeconclusions2.Howadvertisingworks3.WhatmakessuccessfuladvertisingUnit|FiveContentsSectionⅤAppreciatingCultureTipsSectionⅣMaintainingaSharpEyeSectionⅠTalkingFacetoFaceSectionⅡBeingAllEarsSectionⅢTryingYourHandUnit|FiveSectionⅠTalkingFacetoFaceTalkingFollowtheSamplesIntroductionActOutBusinessCommunicationPutinUseUnit|FiveLookatthefollowingbrandlogosandmatchthemwiththeslogansintherightcolumn.IntroductionBackKey:1→NBA2→FedEx3→Nike4→BMW5→KFCUnit|FiveJack:Wow,youlooksocooltoday.Rose:Thankyou!Mysuitmakesmefeelconfident.Jack:Yes,itfitsyouperfectly.MayIhavetheprice,ifyoudon’tmind?Rose:Ofcoursenot.RMB3000.Jack:Woe?that’ssoexpensive!Rose:Yes,butlookatthebrandname.It’sVersace.It’safirstclassbrandknownallovertheworld.Jack:That’swhyitcostssomuch.Rose:No,that’swhyit’sworthsomuch.Jack:Oh,yes.Theworld’sfirstfamousbrandcancommandthehighestprices.FollowtheSamples1BrandingisworthalotUnit|FiveBob:Weintendtolaunchournewproductssoon.Couldyouoffersomesuggestionsforus?Mary:Advertisingisthekeytothesuccessofyourgoods.Thatismysuggestiontoyou.Youshouldinvestinadvertisements.Bob:Yes.Weareplanningtoadvertiseinseveralnewspapers.Couldyoupleaserecommendoneforus?Mary:Chooseanewspaperthathasalargecirculation.What’syourmarketingbudgetthistime?Bob:Whatdoyoumeanbybudget?Mary:Thechoiceofadvertisingdependsonhowmuchyouarepreparedtopay.Bob:Isee.Wewillspendwhateverisnecessarytoadvertisewell.Mary:InthatcaseIrecommendyoupursueTVadvertising,becauseTVcommercialsaremuchmoresuccessfulininformingpeopleofyourproducts.Bob:Thankyoufortheadvice.You’vegreatlyhelpedme.2TVadvertisingmakesyourproductswidelyknownBackUnit|FiveActOutHereisagroupofshortdialogues.Followtheexamplesandmakemoreconversationswithyourpartner.Unit|FiveUnit|FiveBackUnit|FivePutinUse1Imagineyouareinchargeofacompany’sadvertisingaffairs.Youarediscussingyournewadvertisingideawithyouragent.CompletethefollowingdialoguebytranslatingtheChineseintoEnglish.You:I’dliketohaveadiscussionwithyouabout1________________________________________.(我们电脑广告的标题。)Agent:OK.Tosomeextent,2_______________________________________.(标题比正文更重要。)You:Absolutely.What’syoursuggestion?Agent:Well,3_________________________________(你觉得这个标题怎样)“Computerchangesyourlife”?You:Em...4________________.(有点太平淡了。)Agent:It’sveryhardtosettleontheheadlinerightnow.5___________________________________________?(我们先讨论正文好吗?)You:OK.theheadlineoftheadvertisementforourcomputerstheheadlineismoreimportantthanthebodywhatdoyouthinkofthisheadlineit’salittletooplainShallwediscussthebodyoftheadvertisementfirstUnit|Five2Imagineyouareaclerkofanadvertisingcompany.Youaretalkingwithyourclient.CompletethefollowingdialoguebytranslatingtheChineseintoEnglish.Client:Weintendtoaskyoutoadvertiseforourcompany.Couldyougivemeabriefaccountofyourcompany?You:1__________________________________________________.(告诉他你的公司主要从事户外广告。)Client:Whichplacesdoyourecommendforplacingourbillboards?You:2____________________________________________________________________________.(告诉他广告地点的选择取决于他打算付多少费用。)Client:Advertisinginthecentreofthecitymustbeveryexpensive,isn’tit?You:3__________________________________________________.(同意他的看法。但告诉他广告能使他公司的产品家喻户晓。)Client:Wewouldlikeyoutoarrangethematsuitablesites.WemainlydealwithoutdooradvertisingThechoiceofanadvertisingplacedependsonhowmuchyouarepreparedtopayYes,butitcanmakeyourproductwidelyknownBackUnit|FiveBusinessCommunicationGraphicPresentation3Thefollowingchartisabouttheexpenditure(花费)onadvertisingbymembersofMPAA.Lookatthechartcarefullyandgetreadytosaysomethingaboutit.Unit|FiveUnit|FiveKey:ThisgraphshowstheMPAAmembers’expenditureonadvertisinginvariousmedia:theInternet,newspaper,satelliteTV,networkTVandothers.Accordingtothegraph,theadvertisinginvestmentinthenewspaperrevealedatrendofgradualdecreasefrom13.6%in2002to10.8%in2006.TheadvertisingexpenditureonSatelliteTVandnetworkTVshowedasimilartrendofdecrease,droppingrespectivelyfrom17.5%and22.8%in2002to13.9%and21.2%in2006.Onthecontrary,ascanbeseenfromthechart,theexpenditureonadvertisingthroughtheInternetaccountedforthemajorportionoftheexpenditureandincreasedsteadilyyearafteryear,from45.2%in2002to50.4%in2006.ThisclearlyindicatesthatcompaniesreliedmoreandmoreontheInternetforadvertising.Therefore,wecandrawaconclusionthatthetraditionaladvertisingmediaaregivingwaytothenewly-emergingmedialiketheInternet.Unit|FiveBackUnit|FiveSECTIONIIBeingAllEarsListeningListenandDecideListenandCompleteListenandReadListenandTranslateUnit|FiveListenandComplete1Listentoadialogueandcompletethefollowingstatements.1)Paulaisthehostoftheradioprogramme__________.2)Tessacomesfromacompanycalled____________________________.3)Peoplewhowriteadvertisementsarecalled__________.4)Paulahastheimpressionthat________________________________.5)Peoplethinkthatajobinabankis__________.MediaWorldNightandDayAdvertisingCompanycopywriterspeopl