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ID:21547698
大小:5.12 MB
页数:36页
时间:2018-10-19
《体验商务英语3 unit 4 advertising》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、Unit4AdvertisingQuotations“Advertisingisthegreatestartformofthe20thcentury.”HerbertMarshallMcLuhanwasaCanadianeducator,philosopherandscholar—aprofessorofEnglishliterature,aliterarycritic,arhetorician,andacommunicationstheorist.McLuhan'sworkisviewedasoneofthecornerstonesofthestudyofmediatheory.Adv
2、ertisingistheartofconvincingpeopletospendmoneytheydon'thaveforsomethingtheydon'tneed.Advertisingisfundamentallypersuasionandpersuasionhappenstobenotascience,butanart.QuotationsDoingbusinesswithoutadvertisingislikewinkingatagirlinthedark. Youknowwhatyouaredoing,butnobodyelsedoes.Goodadvertisingdoe
3、snotjustcirculateinformation.Itpenetratesthepublicmindwithdesiresandbelief.Themanwhostopsadvertisingtosavemoneyislikethemanwhostopstheclocktosavetime.Itusedtobethatpeopleneededproductstosurvive. Nowproductsneedpeopletosurvive.Makeitsimple.Makeitmemorable.Makeitinvitingtolookat.Makeitfuntoread.Sta
4、rtingupAWhichadvertisementsdoyoulikebest?PirelliisanItalianindustrialenterprisethatisactiveinmorethan169countries.ThePirelliGroupisthefifthlargesttyremanufacturerintheworldintermsofturnover,with24factoriesinfourcontinents,andisaleaderinthehighendandhightechnologysegmentsofthemarket.Perrierisabran
5、dofbottledmineralwatermadefromaspringinVergèze,France.Perrierisnaturallycarbonated.Boththewaterandnaturalcarbonicgasarecapturedindependentlyandthecarbonicgasisaddedinthebottlingphase.PerrierclaimsthatthelevelofcarbonationineverybottleofPerrieristhesameasthewateroftheVergèzespring.VideoLYNX,ananim
6、alrightsgroup,wasformedin1985byabreakawaygroupofGreenpeacecampaignersheadedbyMarkGlover.TheyweretryingtobringoutabanonfurfarmsthroughoutUK.Theywentoutonthestreetanddaubedredpaintonwomenwearingfurcoats.Theirsuccessoftheanti-furcampaignpeakedin1990whenHarrodscloseditsfurdepartmentandleadingfurriers
7、wereforcedtocallinreceiversassalesdroppedby50percent.VideoWhichadvertisementdoyoulikebest?Why?BListentofourpeopledescribingtheirfavoriteadsSpeakerProductReasonsforlikingtheads1234acarLeviStrauss(jeans)RenaultClio(car)D
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