1、Unit 1 Advertising Leaning ObjectivesnTo learn some knowledge about advertising and advertising mediumnTo learn some expressions and terms of advertising nTo learn how to summarize the main idea of a textPre-reading While-readingAfrer-reading 1Lead-in1Background Information 2 Read and analyze3Useful
2、 expressions 1 4Assignment7Reading skills and Practice1 6discussion5Lead-in nWatch a typical advertising video and answer the following questions:qWhat product is the video advertising?qWhat advertising medium(广告媒介广告媒介)is this ad for?TV,radio,newspaper,magazine?qWhat brands do you know from daily ad
3、vertisements?Background information nAdvertising is a form of communication intended to persuade an audience(viewers,readers or listeners)to purchase or take some action upon products,ideas,or services.nAdage=advertising age nPhenomenon禁止广告时间插播连续剧nRecommendation:Mad Men(广告狂人)经典广告词n美容院广告：立即下斑，禁止逗留n殡仪
4、馆广告：在烈火中永生n医院广告:不管你的病有多重，只要能来，包管你腰也不酸了腿也不疼了，想不康复也不行了n电脑专卖店：拥有我，你不再是出土文物n饭店广告：民以食为天，我们以顾客为本，顾客是我们的上帝！OH！MY GOD!广告也疯狂n有个人爬墙出校被校长抓到，校长问他：“为什么不从校门走？”他说：“美特斯邦威不走寻常路。”校长又问他：“这么高的墙怎么翻过去的啊？”他指了指裤子说：“李宁一切皆有可能！”校长又问他：“翻墙是什么感觉？”他指了指鞋子说：“特步飞一般的感觉！”n第二天，他从正门进学校，校长问他：“怎么不翻墙了？”他说：“安踏我选择，我喜欢！”n第三天他穿混混装，校长说：“为什么穿混混装
5、”。他说：“穿什么就什么森马服饰”。n第四天他穿背心上学，校长说：“不能穿背心上学。”他说：“男人简单就好爱登堡服饰。”校长说：“我要记你打过。”他说：“为什么？”校长说：“动感地带，我的地盘我做主。”A Coca-Cola advertisement from the 1890sAn 1895 advertisement for a weight gain productEdo(埃多埃多)period advertising in Japan.jpgAdvertisement for food and cosmeticsRead and analyze the textRead the te
6、xt and finish exercises on P6-P8.nDefinition of Advertising -nonpersonal commercial messages to the public designed to inform both established and potential customers.Types of AdvertisingnDirect-action advertising 针对性广告nInstitutional advertising信誉广告nPrimary-demand advertising 第一需求广告nBrand advertisin
7、g 品牌广告nComparative advertising 对比广告Advertising MediaAdvertising Media Considerations in Choosing MedianDose the advertising medium cover the market?nWhat is the cost per reader or listener in the market?nIn designing an advertising program,an individual firm or its hired advertising experts must som
8、ehow balance the necessity of advertising against the likelihood that some expenditures will be wasted.(para3)Sentences nThis large advertising industry（广告业）offers a wide variety of（各种各样的）jobs to college graduates（大学毕业生）,including such positions（职位）as advertising managers,layout specialists,artists,
9、copywriters,account executives,media directors,and sales specialists.（para.1)n（美国）这个巨大的广告业为大学毕业生提供了广泛的工作机会，包括诸如广告经理、设计专员、艺术家、广告文案撰写人、客户专员、媒体总监、销售专员这类职位。Sentences n The special challenge that advertising presents can be illustrated（说明）by statement made by the president of a major advertising agency i
10、n New York.(para.2)n广告业所面临的特殊挑战可以用一家主要广告公司的老总的话来说明。Sentences nIndividual advertising expenditures vary from more than$200,000 for a one-minute nation-wide television commercial during the World Series or Super Bowl to the small cost of printing and distributing 100 announcements to promote sales or
11、service in a neighborhood.(para.3)n个体企业的广告费用可以达到在世界职业棒球锦标赛或美国超级杯赛时段的电视广告每分钟20多万元，也可以是为了提高一个小区内销售或服务而印刷和发放传单的小额花费。Sentences nAdvertising can be defined as（被定义为）nonpersonal commercial messages to the public designed to inform both established and potential customers.（para.4）n广告可以定义为设计来让已有和潜在顾客知晓的公开非个人
12、商业信息。VocabularynCollege graduates 大学毕业生nIllustrate 说明；描述nSymphony 交响乐nIndividual firm 个体企业nTelevision commercial 电视广告nAutomobile 汽车nSponsor 赞助；赞助商nAudience rating 收视率nMerit 优点nSales promotion 促销nEstablished customer 老顾客nPotential customer 潜在顾客VocabularynAssortment 分类nTelephone pad 电话本nPublic transpo
13、rtation vehicle交通工具nCatalog 目录nSample 样品nLeaflet 传单nCirculation 发行量nMass media 大众传媒nOutlet 批发部；店铺Useful expressions ad wordsnAdvertising industry 广告业nAdvertising manager 广告经理n copywriter 广告文案撰写人nAccount executive 业务代表nMedia director 媒介总监nSales specialist 销售专员nAdvertising agent 广告代理公司nAdvertising program 广告计划nAdvertising rates 广告费Reading skillsnSummary skillsnWhat is the text mainly about?qWhat is advertising?qTypes of AdvertisingqAdvertising media qConsiderations on choosing advertising mediaThe text introuduce what advertising is and how to choose advertising way in some conditioins.
