最新unit-6-雅思阅读PPT课件

客户关系管理
主讲：苑毅
【案例引入】
• 2000年苗先生的太太前往美国伴读，半年后，其 妻怀孕了。在临产前的3个月内，他家定期收到附 近一家商场的有关孕妇用品的广告，孩子出生前 后那几天，又陆续收到婴儿用品广告及免费试用 的几种小包装奶粉。苗先生夫妇对此甚觉奇怪： 来美国时间不长，常来往的也只有几个中国人， 当地的商家是如何得知他太太怀孕呢？后来才得 知，他太太常去购物的这家商场，是根据她以前 购买卫生巾的频率及间隔这么长时间没有购物的 记录，而推断出她怀孕的。这简直太神了！苗先 生夫妇为商家对一个普通女客户的细心关注，感 到非常满意。从此，苗先生一家更成了该商场的 固定客户。
The writer’s main idea is:
A. Puffery is part of advertising and is usually not harmful.
B. Puffery is a recent concern C. Puffery doesn’t occur very frequently. D. Puffery is an American problem
• objective: • based on facts • subjective: • based on opinions & feelings
The words: O or S
• statement claim data
• assertion boast
belief
Puffery in Advertisement
unit-6-雅思阅读
• public service advertising
• 公益广告
• creative/ original advertising
• 创意广告
the ads: objective or subjective
a. This coffee is the best—your friends will love you. b. This cat food will make your cat purr with delight. c. This all-wheel drive car will let you get 10kms for
F
___ “The world’s best coffee” is an example of puffery.
T
___ “ The world’s safest chainsaw” is an example of puffery. F
___ People should carefully check prices before they buy goods. NG
every litre of fuel. d. We design the best house in the world. e. Sign up this credit card now, and get a 10%
discount on bank fees. f. Bubbles! Kids’ favourite soft drink…
Matching Headings to Paragraphs
1. History of PufferyPara C 2. Checks on Deceptive AdvertisinPgara E 3. Examples of Companies Guilty of Deceptive Advertising 4. Reasons for Monitoring of Puffery in AdvertisinPg ara B 5. Summary of Role of Puffery in Advertising
对我而言，过去平淡无奇；而未来，却是绚烂缤纷。
Good to the last drop.
滴滴香浓，意犹未尽。（麦斯威尔咖啡）
A diamond lasts forever
钻石恒久远，一颗永流传
Obey your thirst
服从你的可望
Mosquito Bye Bye Bye
蚊子杀杀杀
Time is what you make of it
天长地久
A Kodak Moment
就在柯达一刻
让我们做的更好 科技以人为本
Feel the new space 感受新境界
Just do it 只管去做
SLeabharlann Baiduart ahead
成功之路，从头开始
The relentless pursuit of perfection
不懈追求完美
Come to where the flavor is—
Pay attention to the “words in bold” • p 47, part 9.
Words practice on p45-46
Enjoy the classical ads.
To me, the past black and white, but the future is always color.
Marlboro country.
光临风韵之境——万宝路世界
Intelligence everywhere
智慧演绎，无处不在
The choice of a new generation
新一代的选择
Take time to indulge
尽情享受吧！
• Homework: • Write a short passage of ad’ effects on buying.
___ A court case is a way of determining whether
advertising is deceptive or not.
T
___ Puffery dates from the days of television
commercials
F
___ Caveat emptor means that the seller has a responsibility for any problems with the item sold.
Para F 6. Definition of PufferPyara A 7. Puffery that is AcceptabPleara D
TRUE/ FALSE/ NOT GIVEN(NG)
___ Some people argue against puffery because buyers might believe everything in advertising. T