学生新编商务英语精读4-unit-1.ppt

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,*,本课程在专业建设与人才培养中的地位,课程类别及性质,学分及比例,学时,学分,小计,占总学分百分比,百分比小计,通识教育课程平台,公共必修课程模块,21,42,12,24,206+156+,5,周,公共选修课程模块,21,12,305,+98+1周,学科基础课程平台,必修,45,45,25.6,25.6,720+138,专业课程平台,专业必修课程模块,25.5,59.5,14.5,33.9,356+18+6周,专业任选课程模块,9：师范,5.1,162,（22：非师范）,（12.5）,396,专业方向课程限选模块,12,6.8,216,教师教育课程限选模块,13,7.4,172+62+54,集中性实践教学平台,必修,29,29,16.5,16.5,41周,合计,175.5,2137,+472+54+52周,2199,+410+52周,辅修专业,24.5,课程性质与教学目标,高等学校商务英语专业本科教学要求（试行）把商务英语定义为：在经济全球化环境下，围绕贸易，投资展开的各种经济，公务和社会活动所使用的语言，具体包括贸易，管理，金融，营销，旅游，新闻，法律等。,应用型商务人才的培养层次与目标,人文素养,跨文化交际能力,商务知识与技能,语言知识与技能,Unit 1 Advertisement,Reading one:,1.,Pre-reading activities,2.Read the text and discuss questions,3.Words and Expression,Key language points,Difficult sentences,Exercises,4.Post-Reading,为泡泡糖做的杂志内页立体式广告,在前往飞机场或离开飞机场的大巴上，有一些特殊的拉手。说到特殊，那是因为它作为一个很常见的广告载体却能够让上面的广告与受众产生互动。就IWC这款飞行员手表，当乘客使用这个拉手的时候就像是佩戴了IWC的飞行员手表。,Pre-reading activities,Reflect on some ads,Discuss questions,1.What are the elements of advertisement?,Whats the purpose of advertising?,What are the features of ads?,2.What do you think makes a good ad?,3.Whats your favorites advertisement?Describe it and tell why you like it.,4.How does the Internet differ from other conventional advertising media?,Differences among Advertise,Advertising and Advertisement,Advertise:,v.意为在报纸、广播、电视上为产品等做广告.,Eg:Manufactures advertise product that they wish to sell.制造 商为他们想销售的产品做广告。,Advertising:v-ing.,广告，广告业（不可数,较抽象）,Eg.Informative advertising,persuasive advertising,advertising campaign,Advertisement:n.广告本身，比如报纸上、电视里看到的广告实体(可数，较具体),Eg.display advertisement,classified advertisement,What is advertising?,Advertising is attempting to influence the buying behavior of your customers or clients by providing a persuasive selling message about your products and/or services.,What is advertising?,Advertising is intended to,persuade,and to,inform.,The two basic aspects of advertising are the,message,(what you want your communication to say)and the,medium,(how you get your message across).,广告定义众说纷论,概念美国广告时代周刊在1932公开征求的广告定 义：个人、商品、劳务、运动，以印刷、书写、口述或 图画为表现方法，由广告者出费用作公开宣传，以促成销售、使用、投票或赞成为目的活动。,英国简明不列颠百科全书对广告的解释：广告是传播信息的一种方式，其目的在于推销商品、劳务、影响舆论，博得政治支持，推进一种事业或引起刊登广告者所希望的其他反应。,美国广告协会(AAA)的广告定义：广告是付费的大众传播，其最终目的是为了传递信息，改变人们对于所广告的商品的态度，诱发其行动而使广告主获得利益。,Why advertise?,To create awareness,customer interest or desire,To boost sales,To build brand loyalty(or to maintain it at the existing level),To launch a new product,What to advertise?,In general,there are really only two kinds of effective advertising message:,-,Firstly,does the business/product have a,Unique Selling Proposition,(“USP”),“A unique selling proposition is a customer benefit that no other product can claim”,-,Secondly,does the thing that is being advertised,“,add value,”and if so,how?,For example,advertising for washing powders will focus on the“added value”created by whitening agents or the fact that a particular formulation will last longer than the competition.,Classification of Advertising,A.按照宣传对象划分,product advertising,产品广告,non-product advertising,非产品广告,commercial advertising,商业广告,non-commercial advertising,非商业广告,behavior advertising,行为广告,cognitive advertising,认知广告,Classification of Advertising,B.,按目标群体划分,consumer advertising,消费者广告,business advertising,业务广告,C.,按目标区域划分,local advertising,地方广告,national advertising,全国广告,international advertising,国际广告,Classification of Advertising,D.,按传播媒介划分,print advertising,印刷广告,electronic advertising,电子广告,out-of-home/outdoor advertising,户外广告,post advertising,直邮广告,Advertising Components,and,Features,I.Advertiser（广告主）-the main body of advertising,The advertiser is,the sender of information,and all the advertising activities should,be consistent with the purpose and willingness,of the advertiser.,Corporation（公司）,Enterprise（企业）,Government（政府）,CCTV广告,Organization（组织）,联合国儿童基金会广告,Individual（个人）,个人广告,Advertising Components,and,Features,2.Advertising Media（广告媒体）,Media are,the means of the dissemination,of advertising,Newspaper,broadcast,Magazine,TV program,Mail,Billboard,1-4 are called the four main media of advertising.,Advertising Components,and,Features,3.Advertising fees,New products tend to need a larger advertising budget to help build awareness and to encourage consumers to try the product.A product that is highly differentiated may also need more advertising to help set it apart from the competition-emphasizing the points of difference.However setting the advertising budget is not a easy job-how can a business predict the right amount to spend.Which parts of the advertising campaign will work best and which will have relatively little effect?,Advertising Components,and,Features,4.Advertising information,Spending a lot on advertising does not guarantee success.Research suggests that the clarity of the advertising message is often more important than the amount spent.The advertising message must be carefully targeted to impact the target customer audience.A successful advertising message should have the following characteristics:,(a),Meaningful,-customers should find the message relevant,(b),Distinctive,-capture the customers attention,(c),Believable,-A difficult task.Since research suggests most consumers doubt the truth of advertising in general.,What features a successful advertisement should possess?,Attention,A good advertisement should attract the consumer to direct their attention to the product.,Interest,The introduction and publicity of an advertisement should arouse,（激起）,consumers great interest.,Desire,The publicity of advertising should stimulate consumers desire to buy the product,and make them realize that this product is just what they want.,Action,The advertising makes consumer to response to the advertising information and evoke,（唤起，引起）,them to take the action of purchasing,.,How to Persuade Others,Reasoning,.Use facts,statistics,expert opinions,and survey results.Make your facts understandable and quote the sources of your information.,Emotional appeals.,Link your problem and your plan to basic human needs such as food,shelter,security,self-esteem,empowerment,shared beliefs and success.Show people how your plan benefits both them and the community.Make your problem and your proposed solution seem interesting and possible.,How to Persuade Others,Gain peoples trust.,Tell the truth without exaggerating.Listen to what others have to say about the subject.Show that you believe in what you are doing.Stay calm,people dont trust someone who loses control.Be friendly-you cant persuade anyone who doesnt like you.,3.Key language points,glossy:a.smooth and shiny,glossy magazines:printed on high-quality glossy paper with many photographs colored illustrations(esp.fashion magazines),gloss,:n.brightness or shine on a smooth surface,光泽、亮度,e.g.You can see the gloss on her hair.,2)expenditure,(1)n.the act of spending or using money,e.g.expenditure of money on weapons 购买武器的开支,(2)n.the amount of money spent,e.g.,an expenditure of,$500 on new furniture,3)channel,(1)n.a way by which news,information,etc.may travel（新闻、信息）传播途径,e.g.Your complaint must be made through the proper channels.,(2)n.a particular television station,e.g.Whats your favorite channel?,4)schedule,(1)n.a programme of planned events,e.g.have a full schedule,i.e.have many things to do,a factory production schedule 工厂生产进度表,(2)n.list of items,etc.,e.g.a spare parts schedule 零件一览表,The attached schedule gives details of the shipment.,5)nuisance:n.sth.that is inconvenient,annoying,;a bother,(讨厌的物，人或行为）,e.g.The noise was so loud that it was a nuisance to the neighbors.,You are a,confounded,nuisance.Stop pestering me.你真,讨厌,死了,What a nuisance!Ive forgotten my ticket.,6.Confounded:,糊涂的,困惑的,讨厌的(轻微的诅咒用语),Close that,confounded,window.,把那该死的窗户关起来。,The shock,confounded,her.,那次打击使她惊惶失措,。,Pester:使烦恼;纠缠,7,.Legislation,laws passed by a government,An important price of human right legslation,Legislative,1)有立法权的,A Legislative assembly 立法议会,2）法律的，立法的,The executive 行政部门,The judiciary 司法部门,The legislative 立法部门,8 poster,(1)n.a large notice displayed in a public place 招贴；海报；布告,e.g.a poster advertising the circus 宣传马戏团的海报,(2)n.a large printed picture 招贴画,e.g.Her bedroom is hung with posters.,9 eye-catching:a.striking and noticeable,招眼的，引人注目的,eye-catcher:,n.sth.or sb.that is noticeable 引人注目的人或物,10.,tempt:v.to attract 吸引,e.g.Nothing would tempt me to,commit a crime.,tempt sb.(into sth./doing sth.),e.g.The warm weather tempted us into going for a swim.,Tempting adj.吸引人的，诱人的，动人的,Temptation n.劝诱，诱惑，有诱惑力的事物,11 sponsor,(1),v.(of a person or a firm)to pay for a sporting event,a concert,etc.in order to get publicity for themselves,e.g.an athlete sponsored by a bank 由银行赞助的运动员,a government-sponsored cheap textbooks scheme 由政府资助的廉价教科书计划,(2),N.a person,firm,organization,etc.,that finances a project or an event for a radio or television program to advertise a product,etc.,赞助者,sponsorship,:n.,e.g.We are very grateful for his sponsorship.,prominently,:,ad.,prominent,a.,Well-known and important,e.g.a prominent teacher,prominence,重要，杰出，著名,Come to prominence,成名，崭露头角,Give,sth,prominence to,sth,把某物置于显著位置,13,regulation:n.a rule or restriction,e.g.rules and regulations,规章制度,traffic/fire/flood regulations,交通法规,/,防火条例,/,防洪条例,14),restrict:v.to put a limit on 限制；约束；限定,restrict sb./sth.to sth.,e.g.Speed is restricted to 80 km in towns.,restricted:,a.having certain limitations,e.g.restricted development/potential 受限制的发展/潜力,restriction:n.限制,e.g.,place/impose/enforce,restrictions 实行限制,speed/price/import restrictions 速度/价格/进口限制,比较,limit:,the greatest or smallest amount of something that is allowed 限制，限度,The EU has set strict limits on pulltion levels.,restriction:,a rule or law that limits what you can do 限制，约束,control:,There are no restrictions on the amount of money you can withdraw.控制，支配，抑制,arm control,15)maximum:n.the greatest amount or size possible,e.g.maximum capacity 最大生产能力,maximum contrast 最大对比度,minimum:,(1)a.最小的，最低的,(2)n.最小值，最小化,16.,be exposed to:to be introduced to,Almost everyone in Britain and North America is exposed daily to continuous advertising,in the press,on television and on hoarding.,汉译：几乎每个英国人和北美人每天都会不断看到报纸、电视和广告牌上的广告。,expose:v.to uncover to make sth.visible;,display,暴露；展示;使遭受,e.g.expose ones skin to the sun,When he smiled he exposed a set of perfect white teeth.,The report exposed the weakness of modern medical practice.,17,aim to/at:旨在，目的在于,e.g.She is aiming at(i.e.trying to win)a scholarship.,汉译：在英国，产品服务的广告往往根据服务对象的年龄、社会地位、专业、性别等仔细分类。,with the aim of doing sth,aim high 胸怀大志，力争上游,aim and objectives 目标和目的,18.,concentrate on sth.;to center on sth.全神贯注于；集中于,e.g.This firm concentrates on the European market.,We must concentrate our efforts on improving education.,devote to,(1)to give(ones time/energy,etc.)to sb./sth.致力于，专心于,devote oneself/sth.to,e.g.I devote all my efforts to my task.,(2)to,set aside or apart,for a specific purpose or use,e.g.The newspaper devotes four pages to the Olympic Games.,mercial,(1)a.of or for commerce,商业的，贸易的,commercial law,commercial activity,(2)a.making or intended to make a profit,营利的，以获利为目的的,mercial theatre,commercial music,Her novels are well written and commercial as well.,(3)a.(of TV or radio)financed by broadcasting,advertisements,（指电视或无线电广播）靠广告收入的，商业性的,e.g.I work for a commercial radio station.,(4)n.advertisement on TV or radio,（电视或无线电中的）广告,20.be subject to sth./sb.,(1),to,be obliged to,obey sth./sb.,under the authority of sth./sb.服从某事物（某人），受某事物（某人）支配,e.g.We are subject to the law of the country.,Peasants used to be subject to the local landowner.,(2)to often have,suffer or undergo,sth.常有、常遭遇某事,e.g.Are you subject to colds?,Trains are subject to delay(s)after the heavy snowfalls.,(3)to,depend on,sth.as a condition 以某事物为条件；取决于某事物 e.g.The plan is subject to the directors approval.,be obliged to,:,感谢（某人）,I am much,obliged,to you.,我非常感谢您。,有义务的；应当的,I feel,obliged,not to.,我觉得我不能这样。,21.,proportion,1)a part or a share if a large amount or number 部分，份儿,Quite high proportion of their incomes are spent on fuel.,2）the relationship between number,amounts,or size of different things that go together to form a whole 比例,Eating the right food in the right proportions,3),in proportion:成比例,In proportion with sth 与成比例,Out of proportion 不成比例,plain vi.vt 抱怨，不满，发牢骚,Complain of：诉说,Hes been complaining of sever headaches recently.,Complaint n.,Make a compliant,receive a compliant,submit a complaint,letter of a complaint,Post-reading,The most effective advertising media,Advertisers use various media to convey commercial messages to their target audience.The question they are trying to ask if their ads are reaching the right audience and generating the best response.unfortunately,there is no simple answer.Understanding the advantages and disadvantages of major advertising media may be of great help.,Discuss with your group the ads and disads.of the following advertising media:Newspapers,magazines,television,radio,direct mail,outdoor signs,Internet,Reading two,1.Structure of reading two,Part I(Para.1),Introduction:Technology is transforming the creation and transmission of traditional advertising.,Part II(Para.24)Advertising benefit from the new technology.,1)(Para.23)Print and broadcast advertising benefit from the new technology.,(1)Print and broadcast advertising process before.,(2)Print and broadcast advertising process now.,2)(Para.4)Television spots benefit from the new technology.,Part III(Para.5)The disadvantage brought by the technology to advertising.,If viewers end up in control,advertisers will have to completely rethink the nature of television advertising.,2.Difficult Sentences:,1)At the same time,however,advertisers may be,unchain,ing a technological force that will,turn,much of the advertising business,upside down,.,英译：,Advertisers may continue to develop new technologies,which may greatly influence the traditional line.,unchain:v.to free from;set free 使自由；释放；解放,chain:v.sb./sth.(to sb./sth.),e.g.chain the dog to a tree,workers who were chained to a life of dull routine,汉译：,与此同时，广告商可能会研发出新的技术力量，使广告业大洗牌。,2).the increased productivity and flexibility that technology brings.,英译：,The new technology speeds up productivity and makes production more flexible.,汉译：,新技术提高了劳动效率并使生产形式更为灵活。,3)Unlike the old system of splicing bits of film together when youre finished.,英译：,With the new technology,when you are finished,there is a broadcast quality on the computer screen.Compared with the old technology to splice bits of film together and synchronize the voices,music,and sound effects,that is much easier.,汉译：,现代的电视广告制作已经不像过去那么复杂，把胶片一点点剪下来，再与对白、音乐、音效同步配合。现代的工艺系统令你能在电脑上把所有这些一次完成，并达到直接播放的质量。,4.Self-study Test:,Multiple Choices,1)A word processor is much better than a typewriter in that it enables you to enter and _ your text more easily.,A.register B.edit C.propose D.discharge,2)We dont know why so many people in that region like to wear dresses of such _ colors.,A.low B.humble C.mild D.dull,3)The news has just _ that the president is going to visit China next month.,A.come down B.come up C.come out