行业英语综合教程PPTU

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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