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ID:39663955
大小:10.85 MB
页数:188页
时间:2019-07-08
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1、Unit6Advertising广告Unit6-mainPartI ReadingPartIIOralPracticePartIIIMini-ProjectPartIVPhrases&TermsPartVSurfingtheInternetPartVIVideoClipFromstudyingthisunit,studentsareexpectedto1.identifythecharacteristicsofadvertising;2.gainknowledgeaboutdifferenttypesofadvertising;3.under
2、standacasestudyaboutCoca-Cola’sBrandLoyalty.ObjectivesLearningObjectivesPartIIReading-mainTextA IntroductiontoAdvertising(I)/PartIReadingTextB TypesofAdvertisingExercisesExercisesTextCBrandLoyaltyCaseStudyExercisesTextA IntroductiontoAdvertising(II)/ExercisesPartI ReadingTe
3、xtA(I)TextA(I)PartI ReadingTextAIntroductiontoAdvertising(I)WhatisAdvertising?1Advertisingisaprocess,notamediuminitsownright,althoughitusesdifferentmediaformstocommunicate.Advertising,initssimplestform,isthewayinwhichthevendorormanufacturerofaproductcommunicateswithconsumer
4、sviaamedium,ormanydifferentmedia.TextA1广告介绍(I)什么是广告?尽管广告运用多种媒体进行传播,但它本质上是一个过程,而非媒介。用最简单的话来说,广告是某种商品的销售者或制造者通过一种,或多种媒体与消费者进行沟通的方式。ChineseVersionChineseVersioninone’sownright凭借自身的权利或资格、身份等vendor/5vendE/n.小商贩;卖主Words&Phrasesvendor2Itcanbeassimpleasa“ForSale”cardplacedonasuperm
5、arketnoticeboard:3Thevendorisgivingnoticethataproductisforsaleatagivenpricetopeoplewhomightbeinterestedinbuyingit.Thisharksbacktotheearliestformsofadvertising,whenexoticnewgoodsshippedintoEuropefromtheFarEastandIndia(e.g.teaandspices)neededtobebroughttotheattentionofpeoplew
6、hohadneverencounteredthembefore.TextA2广告可以简单到只是超市布告牌上的“促销”卡片,如:销售者对某件商品给出一定的促销价格,来吸引感兴趣的人购买。这令人回想起广告的早期形式。当外国的新鲜货品由远东和印度运到欧洲时(如茶和香料),就必须采取某种方式引起从未见过这些商品的欧洲人的注意。ChineseVersionChineseVersiontheFarEast:远东。西方国家对亚洲最东部地区的称呼,一般指中国、日本、朝鲜、韩国和俄罗斯太平洋沿岸地区。TheFarEastisanEnglishterm(with
7、equivalentsinvariousotherlanguagesofEuropeandAsia,Chinese远东yuǎndōngliterallytranslatingto“fareast”)mostlydescribingEastAsia(includingtheRussianFarEast)andSoutheastAsia,withSouthAsiasometimesalsoincludedforeconomicandculturalreasons.FarEastNotesharkbackto使人想起,使人回忆起exotic/
8、/a.从外(国)来的,外国产的;奇异的harkbacktoWords&Phrases4However,evenasupermarketnoticeboar
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