商务英语 Unit 4 Advertising复习课件
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reputation 7. 2. Weaknesses 8. Time limit
• Outdoor ads
1. Strengths
➢ Cost-effective ➢ Rich and colorful in manifestation ➢ Repeated propaganda ➢ Selective about regions and customers
B Complete the table with the suitable words
Directories Exhibition
Press Mailshots Public transport Billboard Posters Word-of-mouth Cinema Leaflets television
LYNX, an animal rights group, was formed in 1985 by a breakaway group of Greenpeace campaigners headed by Mark Glover. They were trying to bring out a ban on fur farms throughout UK. They went out on the street and daubed red paint on women wearing fur coats. Their success of the anti-fur campaign peaked in 1990 when some fur companies were forced to close.
Tasks
B Listen to four people describing their favorite ads
a car
It’s colorful, I like the music and it’s chaotic.
The boy looks marvelous and Levi Strauss there’s a great tune – ‘Mad
People remember advertisements, not products.
Advertising raises prices. Advertising has had a bad influence on children.
Vocabulary
Advertising media and methods
Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.
The man who stops advertising to save money is like the man who stops the clock to save time.
A What advertising media can you think of?
newspaper TV
radio
billboard
bus
direct mail
internet
magazine
truck
catalogue
leaflet
Reading
Outdoor advertising
A Understanding outdoor advertising. What outdoor advertising can you think of?
What are the advantages of outdoor advertising compared with TV, radio and newspaper?
• TV ads
1. Strengths 2. Be geared to common people; wide
coverage and audience 3. Audio-visual media; the most powerful in
(jeans) about the Boy’.
Renault Clio It’s a funny ad and it just (car) appealed to my sense of fun.
I just felt I had to have those Diary Box chocolates. It was an (chocolates) immediate response to an
advert.
Discussion
Good and bad What makes a good advertisement?
advertisements
creative ideas simple, persuasive and active words (Parallel structure ) colorful manifestation inspiring, instructive or meaningful; eye-catching, affectionate generate sales; provoke an action
Video
Perrier is a brand of bottled mineral water made from a spring in Vergèze, France. Perrier is naturally carbonated. Both the water and natural carbonic gas are captured independently and the carbonic gas is added in the bottling phase. Perrier claims that the level of carbonation in every bottle of Perrier is the same as the water of the Vergèze spring.
Assessment on the advertisement
• unique & distinct & creative & bold • shocking & impressive • powerful & effective • inspiring & instructive & meaningful • frightening (not suitable for children) • too exaggerated
leaflet
Starting up
A Which advertisements do you like best?
Pirelli is an Italian industrial enterprise that is active in more than 169 countries. The Pirelli Group is the fifth largest tyre manufacturer in the world in terms of turnover, with 24 factories in four continents, and is a leader in the high end and high technology segments of the market.
商务英语unit4advertising
Unit 4 Advertising
Quotations
Herbert Marshall McLuhan was a Canadian educator, philosopher and scholar — a professor of English literature, a literary critic, a rhetorician, and a communications theorist. McLuhan's work is viewed as one of the cornerstones of the study of media theory.
“Advertising is the greatest art form of the 20th century.〞
Advertising is the art of convincing people to spend money for something they don't need.
Quotations
2. Weaknesses
➢ monotonous in manifestation (visual effect)
Radio advertising
1. Strengths ➢ dynamic and affectionate communication ➢ no time limit ➢ cost-effective 2. Weaknesses ➢ monotonous in manifestation (audio effect)
Vocabulary
Advertising media and methods
A What advertising media can you think of?
newspaper TV
radio
billboard
bus
direct mail
internet
magazine
truck
catalogue
What makes a good advertisement?
...
moving
humorous
beautiful
funny
interesting meaningful
good ads
creative exciting
instructive
imaginative persuasctive
B Are the following advertising practices acceptable?
Ad with children Alcohol ad
Ad with stars
Comparative advertising
Subliminal ad
C
Which of the following statements do you agree with?
terms of overall performance 4. High credibility; “Seeing is believing.〞 5. Close to daily life; a key link in consuming 6. Quickly promoting products as well as its
Online advertising
1. Strengths ➢ wide coverage ➢ no time and space limit ➢ cost-effective; quick in spread ➢ clearly targeted ➢ can be changed at any time 2. Weaknesses ➢ disordered and blended ➢ lack of credibility
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
2. Weaknesses
➢ Small coverage ➢ Difficult to remember ➢ Easy to damage
Newspaper advertisement
1. Strengths
➢ wide coverage ➢ cost-effective ➢ no time limit ➢ prestigious, authentic, accurate ➢ informative ➢ spreading quickly
• Outdoor ads
1. Strengths
➢ Cost-effective ➢ Rich and colorful in manifestation ➢ Repeated propaganda ➢ Selective about regions and customers
B Complete the table with the suitable words
Directories Exhibition
Press Mailshots Public transport Billboard Posters Word-of-mouth Cinema Leaflets television
LYNX, an animal rights group, was formed in 1985 by a breakaway group of Greenpeace campaigners headed by Mark Glover. They were trying to bring out a ban on fur farms throughout UK. They went out on the street and daubed red paint on women wearing fur coats. Their success of the anti-fur campaign peaked in 1990 when some fur companies were forced to close.
Tasks
B Listen to four people describing their favorite ads
a car
It’s colorful, I like the music and it’s chaotic.
The boy looks marvelous and Levi Strauss there’s a great tune – ‘Mad
People remember advertisements, not products.
Advertising raises prices. Advertising has had a bad influence on children.
Vocabulary
Advertising media and methods
Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.
The man who stops advertising to save money is like the man who stops the clock to save time.
A What advertising media can you think of?
newspaper TV
radio
billboard
bus
direct mail
internet
magazine
truck
catalogue
leaflet
Reading
Outdoor advertising
A Understanding outdoor advertising. What outdoor advertising can you think of?
What are the advantages of outdoor advertising compared with TV, radio and newspaper?
• TV ads
1. Strengths 2. Be geared to common people; wide
coverage and audience 3. Audio-visual media; the most powerful in
(jeans) about the Boy’.
Renault Clio It’s a funny ad and it just (car) appealed to my sense of fun.
I just felt I had to have those Diary Box chocolates. It was an (chocolates) immediate response to an
advert.
Discussion
Good and bad What makes a good advertisement?
advertisements
creative ideas simple, persuasive and active words (Parallel structure ) colorful manifestation inspiring, instructive or meaningful; eye-catching, affectionate generate sales; provoke an action
Video
Perrier is a brand of bottled mineral water made from a spring in Vergèze, France. Perrier is naturally carbonated. Both the water and natural carbonic gas are captured independently and the carbonic gas is added in the bottling phase. Perrier claims that the level of carbonation in every bottle of Perrier is the same as the water of the Vergèze spring.
Assessment on the advertisement
• unique & distinct & creative & bold • shocking & impressive • powerful & effective • inspiring & instructive & meaningful • frightening (not suitable for children) • too exaggerated
leaflet
Starting up
A Which advertisements do you like best?
Pirelli is an Italian industrial enterprise that is active in more than 169 countries. The Pirelli Group is the fifth largest tyre manufacturer in the world in terms of turnover, with 24 factories in four continents, and is a leader in the high end and high technology segments of the market.
商务英语unit4advertising
Unit 4 Advertising
Quotations
Herbert Marshall McLuhan was a Canadian educator, philosopher and scholar — a professor of English literature, a literary critic, a rhetorician, and a communications theorist. McLuhan's work is viewed as one of the cornerstones of the study of media theory.
“Advertising is the greatest art form of the 20th century.〞
Advertising is the art of convincing people to spend money for something they don't need.
Quotations
2. Weaknesses
➢ monotonous in manifestation (visual effect)
Radio advertising
1. Strengths ➢ dynamic and affectionate communication ➢ no time limit ➢ cost-effective 2. Weaknesses ➢ monotonous in manifestation (audio effect)
Vocabulary
Advertising media and methods
A What advertising media can you think of?
newspaper TV
radio
billboard
bus
direct mail
internet
magazine
truck
catalogue
What makes a good advertisement?
...
moving
humorous
beautiful
funny
interesting meaningful
good ads
creative exciting
instructive
imaginative persuasctive
B Are the following advertising practices acceptable?
Ad with children Alcohol ad
Ad with stars
Comparative advertising
Subliminal ad
C
Which of the following statements do you agree with?
terms of overall performance 4. High credibility; “Seeing is believing.〞 5. Close to daily life; a key link in consuming 6. Quickly promoting products as well as its
Online advertising
1. Strengths ➢ wide coverage ➢ no time and space limit ➢ cost-effective; quick in spread ➢ clearly targeted ➢ can be changed at any time 2. Weaknesses ➢ disordered and blended ➢ lack of credibility
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
2. Weaknesses
➢ Small coverage ➢ Difficult to remember ➢ Easy to damage
Newspaper advertisement
1. Strengths
➢ wide coverage ➢ cost-effective ➢ no time limit ➢ prestigious, authentic, accurate ➢ informative ➢ spreading quickly