UNIT 10 Advertising 广告
UNIT 10 广告 Advertising
Contents Section I Special Terms …号 2 Section ll Text Study 号 Section Ill Situational Dialogues ● Section IV Tasks
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
Section I Special Terms Advertising Advertising is an important element of the marketing communication mix. Put simply,advertising directs a message at large numbers of people with a single communication.Advertising is bringing a product (or service)to the attention of potential and current customers. 广告 广告作为一种传递信息的活动，它是企业在促销中普遍重视的、应用最广的促 销方式之一，是以促进销售为目的，付出一定的费用，在一次沟通过程中通过特定 的媒体向大量现实的和潜在的消费者传播商品或服务相关信息的大众传播活动
Section I Special Terms Advertising Advertising is an important element of the marketing communication mix. Put simply, advertising directs a message at large numbers of people with a single communication. Advertising is bringing a product (or service) to the attention of potential and current customers. 广告 广告作为一种传递信息的活动，它是企业在促销中普遍重视的、应用最广的促 销方式之一，是以促进销售为目的，付出一定的费用，在一次沟通过程中通过特定 的媒体向大量现实的和潜在的消费者传播商品或服务相关信息的大众传播活动
Section II Text Study Pre-reading questions 1.What is advertising? 2.How can you advertise your products? 3.Would you invite a famous person to endorse()your company?Why?
Section II Text Study Pre-reading questions 1. What is advertising? 2. How can you advertise your products? 3. Would you invite a famous person to endorse (代言) your company? Why?
Section TI Text Study Text A Advertising The best-known component of promotion is advertising.It is designed to inform,persuade,or remind.It is used to reach large numbers of consumers who are living in different places. Advertising has a number of benefits for the advertiser.The advertiser has control over the message.The advert and its message,to an extent, would be designed to the specification of the advertiser.So the advertiser can focus its message at a huge number of potential consumers in a single hit,at a relatively low cost per head A significant objective of advertising is attitude change.A consumer's attitude toward a product refers to his or her beliefs about,feeling toward. and purchase intentions for the product
Section II Text Study The best-known component of promotion is advertising. It is designed to inform, persuade, or remind. It is used to reach large numbers of consumers who are living in different places. Advertising has a number of benefits for the advertiser. The advertiser has control over the message. The advert and its message, to an extent, would be designed to the specification of the advertiser. So the advertiser can focus its message at a huge number of potential consumers in a single hit, at a relatively low cost per head. A significant objective of advertising is attitude change. A consumer’s attitude toward a product refers to his or her beliefs about, feeling toward, and purchase intentions for the product. Text A Advertising
Section II Text Study Beliefs can be both positive (e.g.,for McDonald's food:tastes good,convenient) and negative (high in fat).In general,it is usually very difficult to change deeply- held beliefs.Thus,in most cases,the advertiser may be better off trying to add a belief (e.g.beef is convenient)rather than trying to change one(beef is really not very fatty)
Section II Text Study Beliefs can be both positive (e.g., for McDonald’s food: tastes good, convenient) and negative (high in fat). In general, it is usually very difficult to change deeplyheld beliefs. Thus, in most cases, the advertiser may be better off trying to add a belief (e.g. beef is convenient) rather than trying to change one (beef is really not very fatty)
Section II Text Study Endorsements by famous persons are believed to follow a similar pattern of effectiveness.For trivial products,a popular endorser is often effective regardless of his or her qualifications to endorse.On the other hand,for more important products,consumers will often observe the endorser's credibility.For example,a basketball player may be perceived as knowledgeable about athletic shoes (e.g.Yao Ming has particular credentials to endorse a sports company),but not particularly so about life insurance
Section II Text Study Endorsements by famous persons are believed to follow a similar pattern of effectiveness. For trivial products, a popular endorser is often effective regardless of his or her qualifications to endorse. On the other hand, for more important products, consumers will often observe the endorser’s credibility. For example, a basketball player may be perceived as knowledgeable about athletic shoes (e.g. Yao Ming has particular credentials to endorse a sports company), but not particularly so about life insurance
Section II Text Study New Words and Expressions component qualification specification n.成分 n资格0 n.规格说明 credibility hit perceive n司可信性 n.成功的宜传攻势 元无。看作 attitude knowledgeable endorsement n.态度 ad.有见识的 n.认可，代言
Section II Text Study New Words and Expressions knowledgeable adj. 有见识的 qualification n. 资格 credibility component n. 成分 specification n. 规格说明 hit n. 可信性 n. 成功的宣传攻势 perceive n. 态度 attitude endorsement n. 认可，代言 vt. 把……看作
Section II Text Study credentials trivial life insurance n海格0 u ● adj.不重要的 人寿保险 endorser n.代言人心
Section II Text Study credentials n. 资格 trivial adj. 不重要的 life insurance 人寿保险 endorser n. 代言人
Section II Text Study Exercise 1 Decide whether the statements are true(T)or false (F) according to the above text. 1.Advertising delivers messages to audience [T] broadly. 2.Beef is welcomed by all people [F] 3.The advertiser tends to change consumers'beliefs.[F] 4.It is hard to find an effective endorserto endorse F] trivial products. 5.A movie star can be the best person to endorse a bank. [F]
Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text. [ ] [ [ ] T ] F F [ ] [ F ] Section II Text Study F 1. Advertising delivers messages to audience broadly. 2. Beef is welcomed by all people. 3. The advertiser tends to change consumers’ beliefs. 4. It is hard to find an effective endorser to endorse trivial products. 5. A movie star can be the best person to endorse a bank