新編商務(wù)英語(yǔ)泛讀第二冊(cè)u(píng)nit1課件

UnitOne

TextAAdvertising

UnitOne

TextAAdvertising

1Talksomethingaboutadvertisingincludingitsdefinition,classification,mediaandconsiderationsinchoosingthepropermedia;Graspthewordsorphrasesrelatedtoadvertising.Teaching

aims

Talksomethingaboutadvertisi2TeachingdifficultyTomakeSstodistinguishcomparativeadvertising,brandadvertisingandprimaryadvertisingTeachingdifficulty3Partone:Lead-inParttwoPre-readingPartthreeVocabularyPartfourAnalysisthedifficultpointsPartfiveFastreading&readingindepthPartsixAssignmentPartone:Lead-in4Just

do

it.

跟著感覺(jué)走。Where

there

is

a

way,

there

is

a

Toyota。有路就有豐田車(chē)。Tide's

in,

dirt's

out.

汰漬到，污垢逃。Anythingispossible.一切皆有可能。（Nike運(yùn)動(dòng)鞋）（豐田汽車(chē)）（汰漬洗衣粉）（李寧運(yùn)動(dòng)鞋）Let'sreadsomefamousadvertisements,trytoguesstheproducts.

Lead-inJust

do

it.

跟著感覺(jué)走。（Nike運(yùn)動(dòng)鞋）（豐田5Good

teeth,

good

health.

牙齒好，身體就好。Started

Ahead.

成功之路，從頭開(kāi)始。Can't

beat

the

real

thing.

擋不住的誘惑。Apple

thinks

different.

蘋(píng)果電腦，不同凡“想”。（高露潔牙膏）（飄柔洗發(fā)水）

（可口可樂(lè)）（蘋(píng)果電腦）

Let'sreadsomefamousadvertisements,trytoguesstheproducts.

Lead-inGood

teeth,

good

health.

牙齒好，身6新編商務(wù)英語(yǔ)泛讀第二冊(cè)u(píng)nit1課件7新編商務(wù)英語(yǔ)泛讀第二冊(cè)u(píng)nit1課件8Origin"Advertising"or"advertisement"comesfromLatin“advertere”,whichmeansanapproachtoarousepublicattentiontosomethingandinduceacertaindirection.“廣告”一詞來(lái)源于拉丁文”advertere“，指的是引起公眾對(duì)某一件東西的關(guān)注以及引導(dǎo)其往某一特定方向的方法。Origin起源Pre-readingOrigin"Advertising"or"adver9

Advertisingcanbedefinedasnon-personalcommercialmessagestothepublicdesignedtoinformbothestablishedandpotentialcustomers.Definition廣告被定義為將非人員的商業(yè)信息傳達(dá)給公眾，目的是為了告知已有或潛在的客戶。Pre-reading

Advertisingcanbedefinedas10MatchthewordswiththeirdefinitionadvertiseadvertiseradvertisementadvertisingA.apersonorcompanythatpaysforaproduct,event,orjobtobeadvertisedinanewspaper,ontelevision,oronaposter.B.makepublicityfor;trytosell(aproduct)C.(uncountable)theactivityofcreatingadvertisementsandmakingsurepeopleseethem.

;D.(countable)apublicpromotionofsomeproductorservice

Vocabulary:Matchthewordswiththeirdef11advertise,advertisement,advertising1.advertisevi.&vt.做（登）廣告advertiseinnewspapers/magazine“在報(bào)紙或雜志上做廣告”Vocabulary:advertise,advertisement,adv121.advertisevi.&vt.做（登）廣告advertiseon/radio/TV“在廣播電臺(tái)或電視上做廣告ChunlanElectronicGroupheavilyadvertiseitsproductonradioandtelevision.Vocabulary:1.advertisevi.&vt.做（登）廣告a132.advertisement(countablenoun)做(登)廣告;廣告E.g.IwishIcouldbuyallthebeautifulthingsIseeinadvertisement.Vocabulary:2.advertisement(countablen143.advertising（uncountablenoun)：〔總稱〕廣告；廣告業(yè)advertisingfirm廣告公司advertiseadvertizeVocabulary:3.advertising（uncountablenou15Let’sstudymoreadstoday…

Q2:Howmanytypesofadvertisements?

publicads公益廣告commercialads商業(yè)廣告Let’sstudymoreadstoday…

Q216TypesofAdvertisingAnalysisthedifficultpointsTypesofAdvertisingAnalysist17institutionaladvertising

企業(yè)廣告designedtopromoteafirm'sname言而有信喜之郎，說(shuō)到做到送大獎(jiǎng)；examples:海爾：真誠(chéng)到永遠(yuǎn)返回Analysisthedifficultpointsinstitutionaladvertising企業(yè)廣告18primary-demandadvertising

初級(jí)需求廣告seekstoincreasethetotaldemandforcertainproductswithoutdistinguishingspecificbrands.examples:“早餐請(qǐng)喝紅茶”返回Analysisthedifficultpointsprimary-demandadvertising

初級(jí)需19Comparativeadvertising比較廣告comparativeadvertising,whichpointstotheadvantagesoftheadvertiser'sproductovercompetingproducts.examples:“寧波老窖，塞外茅臺(tái)”“林河酒--中國(guó)的XO”返回AnalysisthedifficultpointsComparativeadvertising比較廣告co20Brandadvertising品牌廣告農(nóng)夫山泉有點(diǎn)甜。examples:一縷濃香，一縷溫暖，南方黑芝麻糊。brandadvertising,whichpromotestheuseofaparticularbrandamongcompetingproducts.返回AnalysisthedifficultpointsBrandadvertising品牌廣告農(nóng)夫山泉有點(diǎn)甜。21Lookatthevideosanddecidewhichadsitbelongto?Lookatthevideosanddecide22Brandadvertising

品牌廣告/v_show/id_XMzIxMjQxOTIw.htmlBrandadvertising

品牌廣告http://v23Primaryadvertising

初級(jí)需求廣告/v_show/id_XNDY4NDIwNzIw.htmlPrimaryadvertising

初級(jí)需求廣告http24Comparativeadvertising

比較廣告http:///v_show/id_XMjE2NTM1NjA4.html?from=y1.2-1-102.3.8-1.1-1-1-7Comparativeadvertising

比較廣告h25Fastreading:Decidewhetherthefollowingsentencesaretrueorfalse.1.direct-action

advertising

triestosellaspecificproduct,while

institutionaladvertising

triestopromoteanorganizationratherthanaspecificproduct.2.Comparative

advertising

triestodevelopthetotaldemandforacertainproducts.3.

Institutional

advertising

emphasizesaparticularproductandplaysdown弱化thenameofthecompany.4.Whenafirm's

advertising

says"ourmotorcycleswilloutperformanyotherbrand,"itisusingcomparative

advertising5.Comparative

advertising

hasbeenbannedbytheFederalTradeCommission.Skimming&ScanningFastreading:Decidewhethert26新編商務(wù)英語(yǔ)泛讀第二冊(cè)u(píng)nit1課件27UnitOne

TextAAdvertising

UnitOne

TextAAdvertising

28Talksomethingaboutadvertisingincludingitsdefinition,classification,mediaandconsiderationsinchoosingthepropermedia;Graspthewordsorphrasesrelatedtoadvertising.Teaching

aims

Talksomethingaboutadvertisi29TeachingdifficultyTomakeSstodistinguishcomparativeadvertising,brandadvertisingandprimaryadvertisingTeachingdifficulty30Partone:Lead-inParttwoPre-readingPartthreeVocabularyPartfourAnalysisthedifficultpointsPartfiveFastreading&readingindepthPartsixAssignmentPartone:Lead-in31Just

do

it.

跟著感覺(jué)走。Where

there

is

a

way,

there

is

a

Toyota。有路就有豐田車(chē)。Tide's

in,

dirt's

out.

汰漬到，污垢逃。Anythingispossible.一切皆有可能。（Nike運(yùn)動(dòng)鞋）（豐田汽車(chē)）（汰漬洗衣粉）（李寧運(yùn)動(dòng)鞋）Let'sreadsomefamousadvertisements,trytoguesstheproducts.

Lead-inJust

do

it.

跟著感覺(jué)走。（Nike運(yùn)動(dòng)鞋）（豐田32Good

teeth,

good

health.

牙齒好，身體就好。Started

Ahead.

成功之路，從頭開(kāi)始。Can't

beat

the

real

thing.

擋不住的誘惑。Apple

thinks

different.

蘋(píng)果電腦，不同凡“想”。（高露潔牙膏）（飄柔洗發(fā)水）

（可口可樂(lè)）（蘋(píng)果電腦）

Let'sreadsomefamousadvertisements,trytoguesstheproducts.

Lead-inGood

teeth,

good

health.

牙齒好，身33新編商務(wù)英語(yǔ)泛讀第二冊(cè)u(píng)nit1課件34新編商務(wù)英語(yǔ)泛讀第二冊(cè)u(píng)nit1課件35Origin"Advertising"or"advertisement"comesfromLatin“advertere”,whichmeansanapproachtoarousepublicattentiontosomethingandinduceacertaindirection.“廣告”一詞來(lái)源于拉丁文”advertere“，指的是引起公眾對(duì)某一件東西的關(guān)注以及引導(dǎo)其往某一特定方向的方法。Origin起源Pre-readingOrigin"Advertising"or"adver36

Advertisingcanbedefinedasnon-personalcommercialmessagestothepublicdesignedtoinformbothestablishedandpotentialcustomers.Definition廣告被定義為將非人員的商業(yè)信息傳達(dá)給公眾，目的是為了告知已有或潛在的客戶。Pre-reading

Advertisingcanbedefinedas37MatchthewordswiththeirdefinitionadvertiseadvertiseradvertisementadvertisingA.apersonorcompanythatpaysforaproduct,event,orjobtobeadvertisedinanewspaper,ontelevision,oronaposter.B.makepublicityfor;trytosell(aproduct)C.(uncountable)theactivityofcreatingadvertisementsandmakingsurepeopleseethem.

;D.(countable)apublicpromotionofsomeproductorservice

Vocabulary:Matchthewordswiththeirdef38advertise,advertisement,advertising1.advertisevi.&vt.做（登）廣告advertiseinnewspapers/magazine“在報(bào)紙或雜志上做廣告”Vocabulary:advertise,advertisement,adv391.advertisevi.&vt.做（登）廣告advertiseon/radio/TV“在廣播電臺(tái)或電視上做廣告ChunlanElectronicGroupheavilyadvertiseitsproductonradioandtelevision.Vocabulary:1.advertisevi.&vt.做（登）廣告a402.advertisement(countablenoun)做(登)廣告;廣告E.g.IwishIcouldbuyallthebeautifulthingsIseeinadvertisement.Vocabulary:2.advertisement(countablen413.advertising（uncountablenoun)：〔總稱〕廣告；廣告業(yè)advertisingfirm廣告公司advertiseadvertizeVocabulary:3.advertising（uncountablenou42Let’sstudymoreadstoday…

Q2:Howmanytypesofadvertisements?

publicads公益廣告commercialads商業(yè)廣告Let’sstudymoreadstoday…

Q243TypesofAdvertisingAnalysisthedifficultpointsTypesofAdvertisingAnalysist44institutionaladvertising

企業(yè)廣告designedtopromoteafirm'sname言而有信喜之郎，說(shuō)到做到送大獎(jiǎng)；examples:海爾：真誠(chéng)到永遠(yuǎn)返回Analysisthedifficultpointsinstitutionaladvertising企業(yè)廣告45primary-demandadvertising

初級(jí)需求廣告seekstoincreasethetotaldemandforcertainproductswithoutdistinguishingspecificbrands.examples:“早餐請(qǐng)喝紅茶”返回Analysisthedifficultpointsprimary-demandadvertising

初級(jí)需46Comparativeadvertising比較廣告comparativeadvertising,whichpointstotheadvantagesoftheadvertiser'sproductovercompetingproducts.examples:“寧波老窖，塞外茅臺(tái)”“林河酒--中國(guó)的XO”返回AnalysisthedifficultpointsComparativeadvertising比較廣告co47Brandadvertising品牌廣告農(nóng)夫山泉有點(diǎn)甜。examples:一縷濃香，一縷溫暖，南方黑芝麻糊。brandadvertising,whichpromotestheuseofaparticularbrandamongcompetingproducts.返回AnalysisthedifficultpointsBrandadvertising品牌廣告農(nóng)夫山泉有點(diǎn)甜。48Lookatthevideosanddecidewhichadsitbelongto?Lookatthevideosanddecid