新编商务英阅读2-unit1 Advertising

Unit1AdvertisingLeaningObjectivesTolearnsomeknowledgeaboutadvertisingandadvertisingmediumTolearnsomeexpressionsandtermsofadvertisingTolearnhowtosummarizethemainideaofatextEnglishadvertisingverbalsJustdoit.只管去做。（耐克运动鞋）Askformore.渴望无限。（百事流行鞋）Thetasteisgreat.味道好极了。（雀巢咖啡）Feelthenewspace.感受新境界。（三星电子）Intelligenceeverywhere.智慧演绎，无处不在。（摩托罗拉手机）Thechoiceofanewgeneration.新一代的选择。（百事可乐）Weintegrate,youcommunicate.我们集大成，您超越自我。（三菱电工）TakeTOSHIBA,taketheworld.拥有东芝，拥有世界。（东芝电子）Let’smakethingsbetter.让我们做得更好。（飞利浦电子）Nobusinesstoosmall,noproblemtoobig.没有不做的小生意，没有解决不了的大问题。（IBM公司）EnglishadvertisingverbalsWelead．Otherscopy．我们领先，他人仿效。（理光复印机）Impossiblemadepossible．使不可能变为可能。（佳能打印机）Taketimetoindulge．尽情享受吧！（雀巢冰激凌）Therelentlesspursuitofperfection．不懈追求完美。（凌志轿车）Poetryinmotion，dancingclosetome．动态的诗，向我舞近。（丰田汽车）Cometowheretheflavouris．MarlboroCountry．光临风韵之境——万宝路世界。（万宝路香烟）Tome，thepastisblackandwhite，butthefutureisalwayscolor．对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒）Moneyisnoteverything.There‘sMastercard&Visa.钞票不是万能的,有时还需要信用卡.经典广告词美容院广告：立即下斑，禁止逗留殡仪馆广告：在烈火中永生医院广告:不管你的病有多重，只要能来，包管你腰也不酸了腿也不疼了，想不康复也不行了电脑专卖店：拥有我，你不再是出土文物饭店广告：民以食为天，我们以顾客为本，顾客是我们的上帝！OH！MYGOD!广告也疯狂有个人爬墙出校被校长抓到，校长问他：“为什么不从校门走？”他说：“美特斯邦威——不走寻常路。”校长又问他：“这么高的墙怎么翻过去的啊？”他指了指裤子说：“李宁——一切皆有可能！”校长又问他：“翻墙是什么感觉？”他指了指鞋子说：“特步——飞一般的感觉！”第二天，他从正门进学校，校长问他：“怎么不翻墙了？”他说：“安踏——我选择，我喜欢！”第三天他穿混混装，校长说：“为什么穿混混装”。他说：“穿什么就什么—森马服饰”。第四天他穿背心上学，校长说：“不能穿背心上学。”他说：“男人简单就好——爱登堡服饰。”校长说：“我要记你打过。”他说：“为什么？”校长说：“动感地带，我的地盘我做主。”ReadandanalyzethetextReadthetextandfinishexercisesonP6-P8.DefinitionofAdvertising--nonpersonalcommercialmessagestothepublicdesignedtoinformbothestablishedandpotentialcustomers.TypesofAdvertisingDirect-actionadvertising针对性/直接广告Institutionaladvertising信誉广告Primary-demandadvertising产品需求广告Brandadvertising品牌广告Comparativeadvertising对比广告TypesofAdvertisingDirect-actionadvertising针对性广告Institutionaladvertising信誉广告Primary-demandadvertising第一需求广告Brandadvertising品牌广告Comparativeadvertising对比广告AdvertisingMedia广告媒体TelevisionRadioNewspapersMagazinesOutdoorbillboardsSpecialtyadvertising(Calendars,matchbooks,telephonepads,andsoon)PublictransportationvehiclesYellowpagesoftelephonedirectoryDirectmailInternetAllothers(catalogs,samples,leafletsandsoon)AdvertisingMedia----------OutdoorbillboardsAdvertisingMediaPublictransportationvehiclesInternetConsiderationsinChoosingMediaDosetheadvertisingmediumcoverthemarket?Whatisthecostperreaderorlistenerinthemarket?Indesigninganadvertisingprogram,anindividualfirmoritshiredadvertisingexpertsmustsomehowbalancethenecessityofadvertisingagainstthelikelihoodthatsomeexpenditureswillbewasted.(para3)SentencesThislargeadvertisingindustry（广告业）offersawidevarietyof（各种各样的）jobstocollegegraduates（大学毕业生）,includingsuchpositions（职位）asadvertisingmanagers,layoutspecialists,artists,copywriters,accountexecutives,mediadirectors,andsalesspecialists.（para.1)（美国）这个巨大的广告业为大学毕业生提供了广泛的工作机会，包括诸如广告经理、设计专员、艺术家、广告文案撰写人、客户专员、媒体总监、销售专员这类职位。SentencesThespecialchallengethatadvertisingpresentscanbeillustrated（说明）bystatementmadebythepresidentofamajoradvertisingagencyinNewYork.(para.2)广告业所面临的特殊挑战可以用一家主要广告公司的老总的话来说明。SentencesIndividualadvertisingexpendituresvaryfrommorethan$200,000foraone-minutenation-widetelevisioncommercialduringtheWorldSeriesorSuperBowltothesmallcostofprintinganddistributing100announcementstopromotesalesorserviceinaneighborhood.(para.3)个体企业的广告费用可以达到在世界职业棒球锦标赛或美国超级杯赛时段的电视广告每分钟20多万元，也可以是为了提高一个小区内销售或服务而印刷和发放传单的小额花费。SentencesAdvertisingcanbedefinedas（被定义为）nonpersonalcommercialmessagestothepublicdesignedtoinformbothestablishedandpotentialcustomers.（para.4）广告可以定义为设计来让已有和潜在顾客知晓的公开非个人商业信息。VocabularyCollegegraduates大学毕业生Illustrate说明；描述Symphony交响乐Individualfirm个体企业Televisioncommercial电视广告Automobile汽车Sponsor赞助；赞助商Audiencerating收视率Merit优点Salespromotion促销Establishedcustomer老顾客Potentialcustomer潜在顾客VocabularyAssortment分类Telephonepad电话本Publictransportationvehicle交通工具Catalog目录Sample样品Leaflet传单Circulation发行量Massmedia大众传媒Outlet批发部；店铺Usefulexpressions–adwordsAdvertisingindustry广告业Advertisingmanager广告经理copywriter广告文案撰写人Accountexecutive业务代表Mediadirector媒介总监Salesspecialist销售专员Advertisingagent广告代理公司Advertisingprogram广告计划Advertisingrates广告费ReadingskillsSummaryskillsWhatisthetextmainlyabout?Whatisadvertising?TypesofAdvertisingAdvertisingmediaConsiderationsonchoosingadvertisingmediaThetextintrouducewhatadvertisingisandhowtochooseadvertisingwayinsomeconditioins.