AdvertisementsC回ADVERTISEMENTModule EightGenre-based Business English Reading
Advertisements Module Eight Genre-based Business English Reading
LearningObjectivesReadingPre-readingPost-reading Further Readingknow how to writean advertisementlearn some terms aboutadvertisementget familiar with the format and contents4of advertisementknow the basics about passive voicepracticethe writing of advertisement
Learning Objectives Pre-reading Reading Post-reading Further Reading 2 learn some terms about advertisement 3 get familiar with the format and contents of advertisement 4 know the basics about passive voice 5 practice the writing of advertisement 1 know how to write an advertisement
Pre-readingReadingPost-readingFurtherReadingLearningObjectivesWatchthe advertisement fromtheApple Inc.,then tryto answerthe following questionsThinkdifferent.JackKeroauc诗，StevenJobs旁白WitternbyJackKeroauc,NarratedbyStevenJobs
Learning Objectives Pre-reading Reading Post-reading Further Reading Watch the advertisement from the Apple Inc., then try to answer the following questions
Pre-readingReadingPost-readingFurtherReadingLearningObjectives？1.Why can't we ignore the crazy people according to the speaker?Because they change things and they push the human race forwad.2. What is the purpose of this advertisement?To show the uniqueness and innovation of the Apple productsandtopromotetheirsales
Learning Objectives Pre-reading Reading Post-reading Further Reading 1.Why can’t we ignore the crazy people according to the speaker? 2. What is the purpose of this advertisement? Because they change things and they push the human race forwad. To show the uniqueness and innovation of the Apple products and to promote their sales
ReadingPost-reading Further ReadingLearningObjectivesPre-readingPartOne GetYourselfPrepared:theBasicsI.Getyvourselffamiliarwiththeterms.Thefollowingtermsarefromthepassage you aregoing to read.Read the definitionstogetyourself preparedforthecomprehension of thepassage.ashorttextwhichservestoclarifyathoughtfor,orisdesignedwitha1.tagline:formof,dramaticeffect2.infographic: graphic visual representations of information, data, orknowledgeintendedtopresent informationquicklyandclearlya semi-fictional archetype that represents the key traits of a large3.customerpersona:segmentof youraudience, based on the data you've collectedfromuserresearchandwebanalysis
Learning Objectives Pre-reading Reading Post-reading Further Reading Part One Get Yourself Prepared: the Basics I. Get yourself familiar with the terms. The following terms are from the passage you are going to read. Read the definitions to get yourself prepared for the comprehension of the passage. ►1. tagline: ►2. infographic: ►3. customer persona: a short text which serves to clarify a thought for, or is designed with a form of, dramatic effect graphic visual representations of information, data, or knowledge intended to present information quickly and clearly a semi-fictional archetype that represents the key traits of a large segment of your audience, based on the data you’ve collected from user research and web analysis
ReadingPost-readingFurtherReadingLearningObjectivesPre-reading4.competitiveadvantage:a favourable position a business holds in the marketwhichresultsinmorecustomersandprofits>5. subheading: title that divides part of a piece of writing into shorter sections6.searchengineoptimization: the processof improving the quality and quantity of websitetraffictoa websiteora webpagefromsearchengines7.A/Btesting:a methodology in advertising of using randomized experiments withtwovariants,A and B,which are the control and treatment in the controlledexperiment
Learning Objectives Pre-reading Reading Post-reading Further Reading ►4. competitive advantage: ►5. subheading: ►6. search engine optimization: ►7. A/B testing: a favourable position a business holds in the market which results in more customers and profits title that divides part of a piece of writing into shortersections the process of improving the quality and quantity of website traffic to a website or a web page from search engines a methodology in advertising of using randomized experiments with two variants, A and B, which are the control and treatment in the controlled experiment
ReadingPost-reading FurtherReadingLearningObjectivesPre-readingIl.Testyourselfwiththeterms.Fill intheblanksinsentenceslisted inColumnBwiththetermsinColumnAAB1. As you can see from the data in the infographic_below, there are still plenty of believers in socialtaglinemediaasabusinessmarketingtool.infographic2.Because search is so important, the field ofsearchengine optimation has evolved into a huge andsomewhat controversial business.customer3.Its large scale and respectedbrand,and the high cost of switching to another vendor,give it abigpersonacompetitiveadvantagecompetitive4.A/Btesting_,alsoknownassplittests,allowyoutocompare2versionsofsomethingtolearnadvantagewhichis moreeffective.subheading"Chey Runs Deep"seems to be getting some buzz in the U.S.,where the brand5.The taglineoverall is 14.4% ahead of 2021 in sales.6. You can find the chart in the "Financial Matters" chapter under the subheading_“Mortgagessearchengineoptimizationand Loans."A/Btesting7.According to HubSpot, a customerpersona is "a semi-fictional representation of your idealcustomerbasedonmarketresearch andreal dataaboutyourexisting customers
Learning Objectives Pre-reading Reading Post-reading Further Reading II. Test yourself with the terms. Fill in the blanks in sentences listed in Column B with the terms in Column A. A B tagline 1. As you can see from the data in the _ below, there are still plenty of believers in social media as a business marketing tool. infographic 2. Because search is so important, the field of _ has evolved into a huge and somewhat controversial business. customer persona 3. Its large scale and respected brand, and the high cost of switching to another vendor, give it a big _. competitive advantage 4. _, also known as split tests, allow you to compare 2 versions of something to learn which is more effective. subheading 5. The _ “Chevy Runs Deep” seems to be getting some buzz in the U.S., where the brand overall is 14.4% ahead of 2021 in sales. search engine optimization 6. You can find the chart in the “Financial Matters” chapter under the _ “Mortgages and Loans.” A/B testing 7. According to HubSpot, a _is “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” infographic search engine optimation competitive advantage A/B testing tagline subheading customer persona
ReadingPost-readingFurtherReadingLearningObjectivesPre-readingPassage1HowtoWritean Effective Advertisementhttps://www.indeed.com/career-advice/career-development/advertisement-writingAdvertising is a key business strategy for most companies. Effective advertising oftenrequiresthoughtful andpersuasive writing to accompany any images or videos.Knowinghowtowritespecificallyfor advertisingandmarketing canbenefityourcareerdevelopmentandyourorganization.Inthisarticle,weexplainwhatadvertisementwritingisandprovidealistofstepstowriteaneffectiveadvertisement.What is advertisementwriting?Advertisementwritingisastyleofwritingthatusespersuasionandotherstylistictacticsto engage potential customers. Advertisement writing can be as short as a tagline for aphoto or video or as lengthy as an article or blog post for customers to read. Knowing whatthe goal ofthe advertisement is can help youwrite strongand effective copy
Learning Objectives Pre-reading Reading Post-reading Further Reading Passage 1 How to Write an Effective Advertisement https://www.indeed.com/career-advice/career-development/advertisement-writing Advertising is a key business strategy for most companies. Effective advertising often requires thoughtful and persuasive writing to accompany any images or videos. Knowing how to write specifically for advertising and marketing can benefit your career development and your organization. In this article, we explain what advertisement writing is and provide a list of stepsto write an effective advertisement. What is advertisement writing? Advertisement writing is a style of writing that uses persuasion and other stylistic tactics to engage potential customers. Advertisement writing can be as short as a tagline for a photo or video or as lengthy as an article or blog post for customers to read. Knowing what the goal of the advertisementis can help you write strong and effective copy
ReadingPost-readingFurtherReadingLearningObjectivesPre-readingHowtowriteanadvertisementUsethesesteps and tips tohelpyouwriteapersuasive andeffectiveadvertisement:1.DeterminethemediumBefore you can write your advertisement, you need to know what medium you'rewriting for.In today's market, most copy will end up online, whether it's a video,infographicor article,so optimizingyourwritingfordigitization,regardlessofmedium,isagood strategy.使最优化：充分利用tomakesth2.Review compas good asit can be: to useOnce you knoy sth in the best possible waybewriting,research competitor'sadvertisements to seewhat works well and what could userevision.Reviewing currentadvertisements in your industry is a useful wayto monitortrends and make initial writingdecisions without performing extensivetesting
Learning Objectives Pre-reading Reading Post-reading Further Reading How to write an advertisement Use these steps and tips to help you write a persuasive and effective advertisement: 1. Determine the medium Before you can write your advertisement, you need to know what medium you’re writing for. In today’s market, most copy will end up online, whether it’s a video, infographic or article, so your writing for digitization, regardless of medium, is a good strategy. 2. Review competitor’s advertisements Once you know what type of ad copy you’ll be writing, research competitor’s advertisements to see what works well and what could use revision. Reviewing current advertisements in your industry is a useful way to monitor trends and make initial writing decisions without performing extensive testing. optimizing 使最优化；充分利用to make sth as good as it can be; to use sth in the best possible way
Post-reading FurtherReadingReadingLearningObjectivesPre-reading3.ldentifyyouraudienceEnsure you're writing in a way that will connect with your target audience. If needed,establish customer personas to help you better identify your demographic and make sureyou'retailoringyourcontenttotheirinterests.同类客户群体agroupof4.Createaheadlinecustomerswhoare of asimilarideWrite a headline or title for your piece that willage,thesamesex,etc.useful insight into what they'll get from the article.Includea value propositionif possibletoshowreaderswhatthey'll gainfrom readingyourpieceorCe5. Include a hook见解：主张：观点astatementThe first line of your advertisement should immediatethatexpresses anopinionreader and encourage them to continue reading. Use conpeedirectly to your target demographic. Your hook can use writing devices like asking aquestion,presenting a scenario or sharing a fact toengage the reader
Learning Objectives Learning Objectives Pre-reading reading Reading Reading Post Post-reading reading Further Reading Further Reading 3. Identify your audience Ensure you’re writing in a way that will connect with your target audience. If needed, establish customer personas to help you better identify your and make sure you’re tailoring your contentto their interests. 4. Create a headline Write a headline or title for your piece that will engage your audience and provide useful insight into what they’ll get from the article. Include a value if possible to show readers what they’ll gain from reading your piece or engaging with your content. 5. Include a hook The first line of your advertisement should immediately attract the attention of your reader and encourage them to continue reading. Use compelling language that relates directly to your target demographic. Your hook can use writing devices like asking a question, presenting a scenario or sharing a fact to engage the reader. 同类客户群体 a group of customers who are of a similar age, the same sex, etc. 见解；主张；观点a statement that expresses an opinion proposition demographic