人教版高中英语教案Unit5Insideadvertising背景知识新人教版选修9

Unit5InsideadvertisingTeachingResourcesSection2:BackgroundinformationforUnit5Insideadvertisement1.TechniquesofadvertisingAdvertisersuseseveralrecognizabletechniquesinordertobetterconvincethepublictobuyaproductandshapethepublic'sattitudetowardstheirproduct.Thesemayinclude:●Repetition:Someadvertisersconcentrateonmakingsuretheirproductiswidelyrecognized.Tothatend,theysimplyattempttomakethenamerememberedthroughrepetition.●Bandwagon:Byimplyingthattheproductiswidelyused,advertisershopetoconvincepotentialbuyerstogetonthebandwagon.●Testimonials:Advertisersoftenattempttopromotethesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers,experts,orboth.Threeoutoffourdentistsrecommend...Thisapproachofteninvolvesanappealtoauthority.●Pressure:Byattemptingtomakepeoplechoosequicklyandwithoutlongconsideration,someadvertisershopetomakerapidsales:Buynow,beforethey'reallgone!●Appealtoemotion:Varioustechniquesrelatingtomanipulatingemotionareusedtogetpeopletobuyaproduct.Apartfromartisticexpressionintendedtoprovokeanemotionalreaction(whichareusuallyforassociativepurposes,ortorelaxorexcitetheviewer),threecommonargumentativeappealstoemotioninproductadvertisingarewishfulthinking,appealtoflattery,andappealtoridicule.Appealstopityareoftenusedbycharitableorganizationsandappealstofearareoftenusedinpublicservicemessagesandproducts,suchasalarmsystemsoranti-bacterialspray,whichclaimprotectionfromanoutsidesource.Emotionalappealsarebecomingincreasinglypopularinthehealthindustry,withlargecompanieslike24HourFitnessbecomingincreasinglyadeptatutilizingapotentialcustomersfeartosellmemberships;sellingnotnecessarilytheactualgym,butthedreamofanewbody.Finally,appealstospiteareoftenusedinadvertisingaimedatyoungerdemographics.●Association:Advertisersoftenattempttoassociatetheirproductwithdesirableimagerytomakeitseemequallydesirable.Theuseofattractivemodels,apracticeknownassexinadvertising,picturesquelandscapesandotheralluringimagesiscommon.Alsousedarebuzzwordswithdesiredassociations.Onalargescale,thisiscalledbranding.●Advertisingslogans:Thesecanemployavarietyoftechniques;evenashortphrasecanhaveextremelyheavy-handedtechnique.●Controversy,asintheBenettonpublicitycampaign.●Guerillaadvertising:Advertisingbyassociation.Doneinsuchawaysothetargetaudiencedoesnotknowthattheyhavebeenadvertisedto,buttheirimpressionoftheproductisincreased(ordecreased)ifthatistheintentoftheadvertiser.●Subliminalmessages:Itwasfearedthatsomeadvertisementswouldpresenthiddenmessages,forexamplethroughbriefflashedmessagesorthesoundtrack,thatwouldhaveahypnoticeffectonviewers('Mustbuycar.Mustbuycar.')Thenotionthattechniquesofhypnosisareusedbyadvertisersisnowgenerallydiscredited,thoughsubliminalsexualmessagesareextremelycommon,rangingfromcarmodelswithSXprefixestosuggestivepositioningofobjectsinmagazineadsandbillboards.2．AdvertisingResearchTips●PerceptualMapping--DecidingWhatImagetoProjectBeforeyouembarkonanimageadvertisingcampaign,youneedtoknowthetypeofimageyouwishtoconvey.●Quick&DirtyResearchTechniques-Part1Measuringthecosteffectivenessofadvertisingpromotions.●Quick&DirtyResearchTechniques-Part2Price-pointtesting.●Danger--ComparativeAdvertisingIncludingYourCompetitors'NamesinYourAdvertisingCanBeCounterproductive.●TheRoleofFocusGroupsinAdvertisingFocusgroupsareagreattoolforadvertisingresearch,buttheyshouldnotbeusedtotheexclusionofquantitativeresearch.●HowResearchCanDrivetheAdvertisingMediumsYouUseTochoosetherightadvertisingmedium,youneedtoknowwhoyourcustomersandtargetcustomersare.●AllocatingAdvertisingDollarsforAdvertisingResearchHowmuchshouldyouallocatetomeasurethecommunicationseffectivenessofyourads?●IsYourAdvertisingWorkingasHardasitCould?Increasesalesandspeeduptheadvertisementperfectionprocessthroughadvertisingtesting.3．AdvertisingtipsBelowaresometipstoconsiderwhenyouwouldliketouseadvertisements:●Thinkoutsidethesquare-thereareavarietyofwaystogettheattentionofyouraudiencebystandard(egpressad)andcreative(egspruikinginRundleMall)means.●Whenconsideringyouradvertisingoptionsputyourselfintheshoesofyouraudience.Forexampleifyouwanttoreachtheattentionofmales18plusduringJuneyoucouldlookatrunningadson5AAduringtheKG&CornessegmentandfurthersupportthisbyplacingadsintheSportssectionofSaturday'sAdvertiser.●Forwardplanningiscritical.Tosecurethebestavailablespotsonradioorinpress,bookingaheadisessential.●Consideryourreturnoninvestment-toeffectivelygetyouradvertisingmessagetoyouraudienceyoumayneedtoplaceaseriesofadsacrossavarietyofmedia.Placingasolitaryadinthenewspapermaynotelicitastrongresponse.●Keepyourmessagesimpleandensureyourcalltoactionisclear.Whatisthemostimportantpartyou'dlikeyouraudiencetoreadorhearandhowwouldyoulikethemtorespond?Thisshouldformthebasisofyourad/sintermsofcontent,lookandfeel.●Whenyouareabouttoembarkonanadvertisingcampaign,takenoteofadsthatappealtoyouorencouragepeoplewhoarerepresentativeofyouraudiencetoprovideyouwithfeedbackaboutthetypeofadvertisingtheywouldfindmosteffective...thelookandfeelofanadcanbejustasimportantasthemessageitself.4.MarketingstrategiesStrategyservesasthefo