体验商务英语3-Unit-4-Advertising

Unit4AdvertisingQuotations“Advertisingisthegreatestartformofthe20thcentury.”HerbertMarshallMcLuhanwasaCanadianeducator,philosopherandscholar—aprofessorofEnglishliterature,aliterarycritic,arhetorician,andacommunicationstheorist.McLuhan'sworkisviewedasoneofthecornerstonesofthestudyofmediatheory.Advertisingistheartofconvincingpeopletospendmoneytheydon'thaveforsomethingtheydon'tneed.Advertisingisfundamentallypersuasionandpersuasionhappenstobenotascience,butanart.QuotationsDoingbusinesswithoutadvertisingislikewinkingatagirlinthedark.Youknowwhatyouaredoing,butnobodyelsedoes.Goodadvertisingdoesnotjustcirculateinformation.Itpenetratesthepublicmindwithdesiresandbelief.Themanwhostopsadvertisingtosavemoneyislikethemanwhostopstheclocktosavetime.Itusedtobethatpeopleneededproductstosurvive.Nowproductsneedpeopletosurvive.Makeitsimple.Makeitmemorable.Makeitinvitingtolookat.Makeitfuntoread.StartingupAWhichadvertisementsdoyoulikebest?PirelliisanItalianindustrialenterprisethatisactiveinmorethan169countries.ThePirelliGroupisthefifthlargesttyremanufacturerintheworldintermsofturnover,with24factoriesinfourcontinents,andisaleaderinthehighendandhightechnologysegmentsofthemarket.PerrierisabrandofbottledmineralwatermadefromaspringinVergèze,France.Perrierisnaturallycarbonated.Boththewaterandnaturalcarbonicgasarecapturedindependentlyandthecarbonicgasisaddedinthebottlingphase.PerrierclaimsthatthelevelofcarbonationineverybottleofPerrieristhesameasthewateroftheVergèzespring.VideoLYNX,ananimalrightsgroup,wasformedin1985byabreakawaygroupofGreenpeacecampaignersheadedbyMarkGlover.TheyweretryingtobringoutabanonfurfarmsthroughoutUK.Theywentoutonthestreetanddaubedredpaintonwomenwearingfurcoats.Theirsuccessoftheanti-furcampaignpeakedin1990whenHarrodscloseditsfurdepartmentandleadingfurrierswereforcedtocallinreceiversassalesdroppedby50percent.VideoWhichadvertisementdoyoulikebest?Why?BListentofourpeopledescribingtheirfavoriteadsSpeakerProductReasonsforlikingtheads1234acarLeviStrauss(jeans)RenaultClio(car)DiaryBox(chocolates)It’scolorful,Ilikethemusicandit’schaotic.Theboylooksmarvelousandthere’sagreattune–‘MadabouttheBoy’.It’safunnyadanditjustappealedtomysenseoffun.IjustfeltIhadtohavethosechocolates.Itwasanimmediateresponsetoanadvert.DiscussionGoodandbadadvertisementsWhatmakesagoodadvertisement?-90%ofadvertisingisbad.-90%ofadvertisingisunnoticed&ignored.-nomatterhowmanytimesanadisrun,ifitisdull,boringandoflowquality,peoplewillignoreit.1)Apowerful'hook'-apowerfulopeningline/questiontograbthecustomer'sattention2)Aclearandsuccinctexplanationoftheproblemthatissolvedforthecustomer-the'benefit'oftheproductorservice3)Aniron-cladguaranteetotaketheriskoutofbuyingtheproduct4)Acalltoaction-WhattodoNOWtopurchasetheproductorservice5)AnincentivetoactNOW-e.g.adiscountorspecialrewardAAdvertisingisimportanttoanybusiness,butGoodadvertisementsshouldhave:BArethefollowingadvertisingpracticesacceptable?AdwithchildrenAdwithstarsAlcoholadComparativeadvertisingSubliminalad•潜意识广告是由调研专家维卡瑞提出的广告理论。这个理论表示，有意识的感知中，实际上看见的只是眼睛呈现的一部分。维卡瑞在美国新泽西北部的一家电影院做实验，他让老板准备了一部特别的放映机，在放《Picnic》(野餐)电影时两部机器同时工作，在电影放映过程中，用很弱的强度在银幕上映出“喝可口可乐”或“请吃爆米花”字样，并每隔5秒钟以1/3000秒的速度插入。如此一来，有意识的眼睛虽然无法注意到叠印在电影情景上的这些广告信息，但无意识的眼睛却已经记忆中并“读到”了这些信息。在1957年的整个夏天，测试取得成功，可口可乐的消费量因为潜意识广告而上升了六分之一，爆米花则超过了50%。维卡瑞为这个构想申请了专利，并且组织了一家公司来处理“潜意识”的电影和电视。CWhichofthefollowingstatementsdoyouagreewith?Peoplerememberadvertisements,notproducts.Advertisingraisesprices.Advertisinghashadabadinfluenceonchildren.videoVocabularyAdvertisingmediaandmethodsWhatadvertisingmediacanyouthinkof?newspaperradioTVbillboardbusdirectmailinternetmagazinetruckcatalogueleafletABCompletethetablewiththesuitablewordsMediaMethodsVerbsRadioJinglesPersuadeAdvertisingDirectoriesExhibitionPressMailshotsPublictransportBillboardPostersWord-of-mouthCinemaLeafletstelevisionCommercialsPoint-of-saleEndorsementSlogansSponsorshipFreesampleRunTargetPublicizePromotePlaceLaunchResearchsponsorAReadingOutdooradvertisingUnderstandingoutdooradvertising.Whatoutdooradvertisingcanyouthinkof?Whataretheadvantagesofoutdooradvertising?Cost-effective,wideaudienceBBeforeyoureadthearticle,matchthewordstotheirdefinitions.1segments2soaring3massmarket4TVslot5kiosksa)aplaceinatelevisionscheduleb)risingquicklyc)smallopen-frontedshopinthestreetforsellingnewspapers,etc.d)concerningwithnon-luxurygoodsthatsellinlargequantitiese)partsofalargermarketorcategoryofcustomersCCompletethestatementswith4ofthewordsabove.Thecostofaprime-time_________is_________.However,advertisingon________ischeap.Outdooradvertisingisoneofthefastestgrowing___________inthemarket.TVslotsoaringkioskssegmentsOutdooradvertising–AbreathoffreshairDReadthearticleandanswerthequestions1Completethetableusinginformationfromthefirstparagraph.OutdooradvertisingbillboardstransportStreetfurniturebusshelterpublictoilets2whatdothesenumbersinthearticlereferto?18=$18billion,annualworthoftheworld’soutdooradvertising6=6%,percentageofoutdooradvertisinginalltheworld’sadvertisingspending3060,000100,00090205=30seconds,lengthofaprime-timeTVslot=₤60,000,costo