单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,?商务英语实训教程?上册,教师参考 Unit 12,教师用书,Unit12Advertising,Pre-reading questions,What are the four primary forms of,promotional activity?And how does advertising,differ from the other three?,The four primary forms of promotional activity are advertising,personal selling,sales promotion,and public relations.Advertising differs from other major forms of promotional activity in that it is a paid,non-personal form of communication typically transmitted through mass media.,【文本翻译】,广 告,广告是营销组织采用的四种主要的促销活动或整合营销沟通形式之一，以与消费者及其它目标受众进行信息和/或口头沟通。广告与其它主要促销活动形式即人员推销、销售推广和公共关系的不同之处在于它是通常借助于群众传媒如电视、互联网、播送、报纸、杂志和广告牌传播的一种付费的、非人员沟通的方式。,广 告,广告是要“付费的，比方说，当某个营销商在?商业周刊?上投放一那么整版广告或在60分钟播送期间播放一条30秒钟电视广告时，赞助商/营销商因宣传其组织或产品而占用空间或时间，从而需要向媒体组织付费。与人员推销不同，广告是“非人员的形式，它不是根据每位信息接收者的需求、需要和期望来定制。相反，广告通常是标准化的，因为绝大多数看到和/或听到任何一条广告的人会接收到完全相同的消息。,广 告,大多数人一想到广告，他们通常会首先想到明星代言、音乐以及好的创意、引人注目的形象和广告用语。然而，成功的广告远不止这些。希望通过广告进行有效果和高效率沟通的营销商必须首先了解其目标观众，然后在广告公司的帮助下，认真选择要采用的媒体类型及传播媒介。然后，他们与广告公司一起设计要传递的信息，这信息不仅要引起目标观众的注意，而且最终要以他们想要的方式来告知和,/,或说服他们。这并不容易。,广 告,对于国际营销商来说，由于国与国之间的文化和法律环境通常会有很大差异，要完成这个具有挑战性的任务就更为复杂。就像一那么在某一个国家引人入胜的广告可能会被另一个国家的目标观众认为是不相干、荒唐和/或冒犯性的。当后一种情况发生时，国际广告商不仅会让自己名声败坏，而且在大多数情况下，他们还要花费许多金钱。,New Words,词汇教学重点：,1.advertising dv.taizi,例句,1,：,He put up a poster advertising the circus.,他贴了一张宣,传马戏团的海报。,例句,2,：,The advertising campaign didnt have much effect on sales.,这些广告攻势对销售额并没有起到多大作用。,2.catchphrase kt.freiz,例句,1,：,The catchphrase of the hour is that America is living,beyond its means.,当前美国流行的话题是：美国人过的,是入不敷出的日子。,例句,2,：,The following day,all catchphrase are removed entirely.,第二天，所有标语全部撤下。,3.celebrity silebriti,例句,1,：,She became a celebrity overnight.,她一下变成名人了。,例句,2,：,He was voted the worst dressed celebrity.,大家一致认为他是,衣着最差的名人。,4.customize kstmaiz;kstm.aiz,例句,1,：,You can not customize headers from two places at the same,time.,不允许从两个地方同时定制标题。,例句,2,：,You can customize discs as you like without even making a,copy to hard disk!,你可以随你喜好定制碟片而不需要先在硬,盘上制作一份拷贝！,5.,endorser nds,例句,1,：,Thanks!Dont I look too ordinary to be an endorser?,谢谢我,的样子做代言人太平凡了吧？,例句,2,：,Do you know who is to be his endorser?,你知不知,道他的转让人将是谁？,6.entail inteil,例句,1,：,This job entails a lot of hard work.,这项工作需要十分努力。,例句,2,：,That will entail an early start tomorrow morning.,那就需要,明晨很早动身。,7.imagery imidri,例句,1:This is an ambitious and intriguing movie,full of striking,imagery.,这是一部气势恢宏、引人入胜的电影，充满了,动人心魄的瑰丽意象。,例句,2:Even though the entire imagery had to be changed,the validity,of those equations persisted.,纵使整个形象的描述都必须加,以改变，这些方程也继续有效。,8.informative inf:mtiv,例句,1,：,I hope you have found this series of articles to be,informative,enlightening,and even a bit entertaining.,我希望您能觉得本系列文章信息量丰富、给人启,发，风格上甚至还有一点活泼有趣。,例句,2,：,The tone of your letter should professional,positive,and informative.,务必保证你的求职信的基调是专业、,积极和翔实的。,9.irrelevant irelivnt;irelvnt,例句,1,：,That is a separate issue and irrelevant to our discussion.,这是另一,个问题，同我们的讨论无关。,例句,2,：,Try to prune your essay of irrelevant detail.,尽量删去你那文章中,无关的细节。,10.offensive fensiv,例句,1,：,You will find it difficult to explain away your use of such,offensive language.,你使用这样无礼的语言是很难说得过去的,例句,2,：,His remarks were deeply offensive.,他的话非常无礼。,11.persuasively psweisivli,例句,1,：,Make sure the content of your email is written,persuasively and impact fully.,要确保你的邮件内容有说服,力、能起到作用。,例句,2,：,It argues,persuasively,that attempts to recreate a national,manufacturing sector are senseless.,该报告颇具说服力地指,出，重建全国制造业的努力毫无意义。,12.promotional prmunl,例句1：Would you like a packet of our promotional literature?您愿,意要一套我们的宣传资料吗？,例句2：Regardless of which promotional channels you use,get the,best value for your marketing.不管你用哪种宣传渠道，,为你的营销获得最正确的价值。,13.ridiculous ridikjuls;ridikjls,例句1：Any attempts to influence the march of events,or even to,evaluate it,are ridiculous.试图影响事件的进程,甚至对它,作出评价,都是荒唐可笑的。,例句2：Who made this ridiculous rule?这条荒唐的规那么是谁定的?,14.spectacularly spektkjulli;spektkjlli,例句,1,：,Most spectacularly,China raised it output of both eggs and,milk tenfold.,最引人注目的是，中国的蛋和奶的产量增加,了九倍。,例句,2,：,South Sudan would not be the first African state to fail,but it,may do so more spectacularly than most.,南部苏丹不是第一,个失败的非洲国家；然而，它的失败会比其他国家更引,人瞩目。,15.sponsor spns,例句,1,：,A wealthy sponsor came to our rescue with a generous,donation.,有个富有的赞助人慷慨捐赠来解救我们。,例句,2,：,Surely you can tell us the sponsors name?,你一定可以告诉,我们赞助商的名字吧。,16.targett:git,例句,1,：,The shot was way off target.,这次射得远离目标。,例句,2,：,I think if we achieve the target of this year,that will be a big,milestone.,在我看来，如果我们能够实现今年的目标，那,将是一个重要的里程碑。,17.transmit trnzmit;trnsmit,例句,1,：,The World Cup final is being transmitted live to over fifty,countries.,世界杯决赛现在正向五十多个国家现场转播。,例句,2,：,A telegram will be the quickest way to transmit the message.,打电报将是传递这个信息的最快途径。,Phrases,1 e to mind,例句1：A number of possibilities come to mind.我脑里出现了,好几种可能性。,例句2：The title just wont come to mind.那个标题就是想不起,来。,2.differ from,例句1：Since conditions differ from one country to another,their,policies should also differ.各国情况不同,政策也应该有,区别。,例句2：I can not