体验商务英语3Unit4Advertising省名师优质课赛课获奖课件市赛课一等奖课件

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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.
Outdoor advertising – A breath of fresh air
D Read the article and answer the questions
B Before you read the article, match the words to their definitions.
1 segments 2 soaring 3 mass market 4 TV slot 5 kiosks
a) a place in a television schedule b) rising quickly c) small open-fronted shop in the
Reading
Outdoor advertising
A Understanding outdoor advertising. What outdoor advertising can you think of?
What are the advantages of outdoor advertising? Cost-effective, wide audience
Good advertisements should have:
1) A powerful 'hook' - a powerful opening line/question to grab the customer's attention
2) A clear and succinct explanation of the problem that is solved for the customer - the 'benefit' of the product or service
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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 Harrods closed its fur department and leading furriers were forced to call in receivers as sales dropped by 50 per cent.
3) An iron-clad guarantee to take the risk out of buying the product
4) A call to action - What to do NOW to purchase the product or service
5) An incentive to act NOW - e.g. a discount or special reward
Which advertisement do you like best? Why?
Discussion A What makes a good advertisement?
Good and bad advertisements
Advertising is important to any business, but
leaflet
B Complete the table with the suitable words
Media Radio
Directories Exhibition
Press Mailshots Public transport Billboard Posters Word-of-mouth Cinema Leaflets television
Vocabulary
Advertising media and methods
A What advertising media can you think of?
newspaper TV
radio
billboard
bus
direct mail
internet
magazine
truck
catalogue
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.
The man who stops advertising to save money is like the man who stops the clock to save time.
It used to be that people needed products to survive. Now products need people to survive.
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.
street for selling newspapers, etc. d) concerning with non-luxury
goods that sell in large quantities e) parts of a larger market or
category of customers
Advertising Methods Jingles
Commercials Point-of-sale Endorsement
Slogans Sponsorship Free sample
Verbs Persuade
Run Target Publicize Promote Place Launch Research sponsor
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
Quotations
Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.
C Complete the statements with 4 of the words above.
The cost of a prime-time __T_V__s_lo_t__ is __s_o_a_r_in_g__. However, advertising on _k_i_o_s_k_s__ is cheap. Outdoor advertising is one of the fastest growing _s_e_g__m_e_n_t_s__ in the market.
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.lowing statements do you agree with?
People remember advertisements, not products.
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Advertising raises prices. Advertising has had a bad influence on children.
B Are the following advertising practices acceptable?
Ad with children Alcohol ad
Ad with stars
Comparative advertising
Subliminal ad
• 潜意识广告是由调研教授维卡瑞提出旳广告理论。 这个理论表达，有意识旳感知中，实际上看见旳只 是眼睛呈现旳一部分。维卡瑞在美国新泽西北部旳 一家电影院做试验，他让老板准备了一部尤其旳放 映机，在放《Picnic》(野餐)电影时两部机器同步 工作，在电影放映过程中，用很弱旳强度在银幕上 映出“喝可口可乐”或“请吃爆米花”字样，并每 隔5秒钟以1/3000秒旳速度插入。如此一来，有意 识旳眼睛虽然无法注意到叠印在电影情景上旳这些 广告信息，但无意识旳眼睛却已经记忆中并“读到” 了这些信息。在1957年旳整个夏天，测试取得成 功，可口可乐旳消费量因为潜意识广告而上升了六 分之一，爆米花则超出了 50%。维卡瑞为这个设 想申请了专利，而且组织了一家企业来处理“潜意 识”旳电影和电视。
“Advertising is the greatest art form of the 20th century.”
Advertising is the art of convincing people to spend money they don't have for something they don't need.
- 90% of advertising is bad. - 90% of advertising is unnoticed & ignored. - no matter how many times an ad is run, if it is dull,
boring and of low quality, people will ignore it.