外研社《新视野商务英语(下)》课件unit-14.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,*,Advertising&Advertisement,A form of,communication,intended to,persuade,an audience(viewers,readers or listeners)to purchase or take some action upon products,ideas,or services.,A company plans to do an advertising which will play advertisement 10 times on TV,It includes the,name,of a product or service and,how,that product or service could benefit the consumer,to persuade a,target market,to purchase or to consume that particular brand,These messages are usually paid for by sponsors and viewed via various media.Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action.,Types of Advertising,Commercial advertising media can include,wall painting,billboards(广告牌），,street furniture components,printed flyers,radio,cinema and television adverts,web banner,shopping carts,calendars,mobile telephone screens,carrier bags,web popup,skywriting,bus stop benches,human billboard,magazines,pens,newspapers,town criers,sides of buses,to target advertising agency audience media product advertising,1._ is an important part of the marketing mix.It is used to increase sales by making the product or service known to a wider 2._and by emphasizing its superior qualities.A company can advertise in a variety of ways,depending on how much it wishes to spend and the size and type of audience it wishes 3._.,The different 4_ for advertising include television,radio,newspaper,magazines,the internet and direct mail.The design and organization of advertising campaign is the job of an 5._,product advertising,audience,to target,media,advertising agency,Corporate advertising publicity public relations brand image,6_ is not directly concerned with increasing sales of products or services but more with the overall 7_ a company wants to present to the public.8_ experts specialize in organizing actions and events which generate positive 9_ for companies.Original advertising campaign can sometimes also get some extra publicity for the company by way of newspaper articles and/or TV and radio reports about the campaign.,Corporate advertising,brand image,public relations,publicity,slogans,Pepsis Come Alive With the Pepsi Generation translated into Pepsi Brings Your Ancestors Back From the Grave in Chinese.百事的口号Come Alive With the Pepsi Generation(百事新一代(产品)带给你活力)翻译成中文是Pepsi Brings Your Ancestors Back From the Grave（百事把你的祖先从坟墓里带出来），alive也表示活着的，come alive，可以理解为重生,当派克笔厂准备在墨西哥卖他的圆珠笔的时候,想出了1条广告语:派克笔不会在你口袋里漏墨,不会惹你麻烦(embarrass you),但是他们以为embarazar等同于embarrass,这就大错特错了,因为embarazar是表示to impregnate,也就是令人受孕,The Coca-Cola name in China was first read as Kekoukela,meaning Bite the Wax Tadpole or Female Horse Stuffed with Wax,depending on the dialect.Coke then researched 40,000 characters to find a phonetic equivalent kokoukole,translating into Happiness in the Mouth.,可口可乐来到中国，开始时翻译成”kekoukela“，某些方言里就是磕口蝌腊(吃一口蜡烛蝌蚪)，某些方言里也可以理解成Female Horse Stuffed with Wax可口可乐经过研究40000种语音学的特征，最终kekoukele诞生kekoukele,广告标语,味道好极了。Nescafe,只管去做。Nike.,没有不做的小生意，没有解决不了的大问题。IBM,你值得拥有。LOreal,滴滴香浓，意犹未尽。（Maxwell coffee),新一代的选择。Pepsi,让我们做得更好 Philips,钻石恒久远，一颗永流传 De Bierres,不买贵的，只选对的。（雕牌洗衣粉）,好吃看得见 （康师傅）,Slogans,Because youre worth it.-LOreal,Connecting people.-Nokia,Go further with Shell-Shell Oil,The Real Thing-Coca-Cola,The ultimate driving machine.-BMW,Its everywhere you want to be-VISA,Dont leave home without it American Express,Easy as Dell-Dell Computer,Be the first to know CNN,Arresting images/Benetton ads take a sober look at world hunger,In 20 years of producing cause-related advertising,Benetton,the Italian apparel company,has brought many startling,even shocking images to consumers in the 120 countries where it has a retail presence.Depending upon your view,its righteous or exploitative.