Before further discussing the function of advertising in tourism,its definition should be better understood.Advertising is any paid form of non-personal promotional presentation of ideas or products by a sponsor whose identity is known.It is transmitted in mass communication media,mot by individual salespeople.Advertising media surround us nearly every moment of our lives.We are all familiar with most popular ones:magazines,newspapers supplement, network radio,network TV,pot TV,cable TV,and transportation vehicles like buses and subways.The trend today is toward creating even more advertising media.Movie theaters mow show a few minutes of ads before the feature.Cars are painted and transformed into traveling billboards.And to the marketing manager each advertising medium is a means for conveying a message to the target audience. Firms advertise for a purpose,and each advertisement has a specific objective.The purpose of most advertising is to sell a product,a service, company,even an idea.It is to inform,persuade,and remind;to affect attitudes and behavior,it is to help the seller realize a greater than if it had not advertised
2 Before further discussing the function of advertising in tourism, its definition should be better understood. Advertising is any paid form of non-personal promotional presentation of ideas or products by a sponsor whose identity is known. It is transmitted in mass communication media, mot by individual salespeople. Advertising media surround us nearly every moment of our lives. We are all familiar with most popular ones: magazines, newspapers supplement, network radio, network TV, pot TV, cable TV, and transportation vehicles like buses and subways. The trend today is toward creating even more advertising media. Movie theaters mow show a few minutes of ads before the feature. Cars are painted and transformed into traveling billboards. And to the marketing manager each advertising medium is a means for conveying a message to the target audience. Firms advertise for a purpose, and each advertisement has a specific objective. The purpose of most advertising is to sell a product, a service, a company, even an idea. It is to inform, persuade, and remind; to affect attitudes and behavior, it is to help the seller realize a greater profit than if it had not advertised
Before further discussing the function of presentation:presenting or being presented advertising in tourism,its definition should be 呈现，出现 better understood.Advertising is any paid form of The cheque is payable on presentation at the non-personal promotional presentation of ideas or bank. 此支票交银行即可兑现。 products by a sponsor whose identity is known.It is transmitted in mass communication media,mot by identity:n.身份，特性 individual salespeople.Advertising media surround There is no clue to the identity of the thief. us nearly every moment of our lives.We are all 没有线索查明这贼是谁。 familiar with most popular ones:magazines, identity card/certificate身份证 newspapers supplement,network radio,network TV,pot TV,cable TV,and transportation vehicles feature:n.prominent article or subject in a like buses and subways.The trend today is toward newspaper;full-length film in a cinema creating even more advertising media.Movie programme(报纸上的)特写，特别报道， theaters mow show a few minutes of ads before the (电影节目中的)正片，长片等 feature.Cars are painted and transformed into And to the marketing manager...the target traveling billboards.And to the marketing manager each advertising medium is a means for conveying audience.对销售经理来说，每个广告媒体都 a message to the target audience. 是一种把信息传递给目标受体的形式。 Firms advertise for a purpose,and each medium(单数)；media(复数) advertisement has a specific objective.The purpose convey...to:make known ideas,news,feeling of most advertising is to sell a product,a service,a to another person传达（意见，见解，感情等 company,even an idea.It is to inform,persuade, )给某人 and remind;to affect attitudes and behavior,it is to help the seller realize a greater profit than if it had This picture will convey to you some idea. not advertised. 这幅画可将那初风景的美丽向你传达一二
3 Before further discussing the function of advertising in tourism, its definition should be better understood. Advertising is any paid form of non-personal promotional presentation of ideas or products by a sponsor whose identity is known. It is transmitted in mass communication media, mot by individual salespeople. Advertising media surround us nearly every moment of our lives. We are all familiar with most popular ones: magazines, newspapers supplement, network radio, network TV, pot TV, cable TV, and transportation vehicles like buses and subways. The trend today is toward creating even more advertising media. Movie theaters mow show a few minutes of ads before the feature. Cars are painted and transformed into traveling billboards. And to the marketing manager each advertising medium is a means for conveying a message to the target audience. Firms advertise for a purpose, and each advertisement has a specific objective. The purpose of most advertising is to sell a product, a service, a company, even an idea. It is to inform, persuade, and remind; to affect attitudes and behavior, it is to help the seller realize a greater profit than if it had not advertised. presentation: presenting or being presented 呈现，出现 The cheque is payable on presentation at the bank. 此支票交银行即可兑现。 identity: n. 身份，特性 There is no clue to the identity of the thief. 没有线索查明这贼是谁。 identity card/certificate 身份证 feature: n. prominent article or subject in a newspaper; full-length film in a cinema programme （报纸上的）特写，特别报道， （电影节目中的）正片，长片等 And to the marketing manager …the target audience.对销售经理来说，每个广告媒体都 是一种把信息传递给目标受体的形式。 medium（单数）; media（复数） convey… to: make known ideas, news, feeling to another person 传达（意见，见解，感情等 ）给某人 This picture will convey to you some idea. 这幅画可将那初风景的美丽向你传达一二
Before further discussing the function of advertising in tourism,its definition should be better understood.Advertising is any paid form of non- personal promotional presentation of ideas or products by a sponsor whose identity is known.It is transmitted in mass communication media,mot by individual salespeople.Advertising media surround us nearly every moment of our lives.We are all familiar with most popular ones:magazines, newspapers supplement,network radio,network TV,pot TV,cable TV,and transportation vehicles like buses and subways.The trend today is toward creating even more advertising media.Movie theaters mow show a few minutes of ads before the feature.Cars are painted and transformed into traveling billboards.And to the marketing manager each advertising medium is a means for conveying a message to the target audience. Firms advertise for a purpose,and each advertisement has a specific objective.The purpose of most advertising is to sell a product,a service,a company,even an idea.It is to inform,persuade,and remind;to affect attitudes and behavior,it is to help the seller realize a greater profit than if it had not advertised. 4
4 Before further discussing the function of advertising in tourism, its definition should be better understood. Advertising is any paid form of nonpersonal promotional presentation of ideas or products by a sponsor whose identity is known. It is transmitted in mass communication media, mot by individual salespeople. Advertising media surround us nearly every moment of our lives. We are all familiar with most popular ones: magazines, newspapers supplement, network radio, network TV, pot TV, cable TV, and transportation vehicles like buses and subways. The trend today is toward creating even more advertising media. Movie theaters mow show a few minutes of ads before the feature. Cars are painted and transformed into traveling billboards. And to the marketing manager each advertising medium is a means for conveying a message to the target audience. Firms advertise for a purpose, and each advertisement has a specific objective. The purpose of most advertising is to sell a product, a service, a company, even an idea. It is to inform, persuade, and remind; to affect attitudes and behavior, it is to help the seller realize a greater profit than if it had not advertised
Advertising is a very important part of its promotional mix,and nowadays few will disagree that advertising is an economic force and social institution that advertising is an economic force and social institution that affects the lives of everyone.The ex-President of the U.S.A.Franklin D.Roosevelt is reputed to have said:"If I were starting my life again,I am inclined to think I would go into the advertising business in preference to almost any other. As advertising is an important element in the promotional programs of most retailers and manufacturers,they spend four or five times as much money for personal selling.The sharp increase in travel advertising spending is a convincing point in the importance of travel advertising for business success in this competitive world of tourism,It is encouraging to witness the increasing awareness travel advertising in Chinese tourism circles
5 Advertising is a very important part of its promotional mix, and nowadays few will disagree that advertising is an economic force and social institution that advertising is an economic force and social institution that affects the lives of everyone. The ex-President of the U.S.A. Franklin D. Roosevelt is reputed to have said: “If I were starting my life again, I am inclined to think I would go into the advertising business in preference to almost any other. ” As advertising is an important element in the promotional programs of most retailers and manufacturers, they spend four or five times as much money for personal selling. The sharp increase in travel advertising spending is a convincing point in the importance of travel advertising for business success in this competitive world of tourism, It is encouraging to witness the increasing awareness in travel advertising in Chinese tourism circles
repute:v.be generally considered or reported to be,be Advertising is a very important part of its thought of as认为，当作 promotional mix,and nowadays few will He is reputed to be the best surgeon in Paris. disagree that advertising is an economic 一般认为他是巴黎最好的外科医生。 force and social institution that advertising If I were starting my life again,...to almost any is an economic force and social institution other.如果我再次拥有生命，我将倾向与优先考虑从 that affects the lives of everyone.The ex- 事广告业而不是其他行业。 President of the U.S.A.Franklin D. F引出虚拟条件句，表示纯粹假设或实现的可能性不大， Roosevelt is re puted to have said:"If I were If she were here,she would lend me a hand. starting my life again,I am inc lined to think 如果她在这儿，她会帮助我的。 I would go into the advertising business in If I had known his address,I would have visited him. preference to almost any other:" 如果我知道他的地址，我早就去拜访他了。 As advertising is an important element in be inclined to do sth.:direct the mind in a certain direction,cause sb.to have a tendency or wish to the promotional programs of most retailers do sth有..的倾向，想做某事 and manufacturers,they spend four or five I'm inclined to think that he is apposed to the times as much money for personal selling. plan. 我觉得他反对这个计划。 The sharp increase in travel advertising gointo:enter加入，从事 spending is a convincing point in the go into business从商 importance of travel advertising for business go into the army从军 success in this competitive world of tourism, in preference to:favouring one person,country It is encouraging to witness the increasing etc.more than another优先选择 awareness in travel advertising in Chinese I should choose this in preference to any other. tourism circles. 我宁愿选择这个而不要其他的。 6
6 Advertising is a very important part of its promotional mix, and nowadays few will disagree that advertising is an economic force and social institution that advertising is an economic force and social institution that affects the lives of everyone. The exPresident of the U.S.A. Franklin D. Roosevelt is reputed to have said: “If I were starting my life again, I am inclined to think I would go into the advertising business in preference to almost any other. ” As advertising is an important element in the promotional programs of most retailers and manufacturers, they spend four or five times as much money for personal selling. The sharp increase in travel advertising spending is a convincing point in the importance of travel advertising for business success in this competitive world of tourism, It is encouraging to witness the increasing awareness in travel advertising in Chinese tourism circles. repute: v. be generally considered or reported to be, be thought of as 认为，当作 He is reputed to be the best surgeon in Paris. 一般认为他是巴黎最好的外科医生。 If I were starting my life again, …to almost any other. 如果我再次拥有生命，我将倾向与优先考虑从 事广告业而不是其他行业。 If 引出虚拟条件句，表示纯粹假设或实现的可能性不大， If she were here, she would lend me a hand. 如果她在这儿，她会帮助我的。 If I had known his address, I would have visited him. 如果我知道他的地址，我早就去拜访他了。 be inclined to do sth.: direct the mind in a certain direction, cause sb. to have a tendency or wish to do sth.有…的倾向，想做某事 I’m inclined to think that he is apposed to the plan. 我觉得他反对这个计划。 go into: enter 加入，从事 go into business 从商 go into the army 从军 in preference to: favouring one person, country etc. more than another 优先选择 I should choose this in preference to any other. 我宁愿选择这个而不要其他的
Advertising is a very important part of its promotional mix,and nowadays few will disagree that advertising is an economic force and social institution that advertising is an economic force and social institution that affects the lives of everyone.The ex-President of the U.S.A. Franklin D.Roosevelt is reputed to have said:"If I were starting my life again,I am inclined to think I would go into the advertising business in preference to almost any other. As advertising is an important element in the promotional programs of most retailers and manufacturers,they spend four or five times as much money for personal selling.The sharp increase in travel advertising spending is a convincing point in the importance of travel advertising for business success in this competitive world of tourism,It is encouraging to witness the increasing awareness in travel advertising in Chinese tourism circles. 7
7 Advertising is a very important part of its promotional mix, and nowadays few will disagree that advertising is an economic force and social institution that advertising is an economic force and social institution that affects the lives of everyone. The ex-President of the U.S.A. Franklin D. Roosevelt is reputed to have said: “If I were starting my life again, I am inclined to think I would go into the advertising business in preference to almost any other. ” As advertising is an important element in the promotional programs of most retailers and manufacturers, they spend four or five times as much money for personal selling. The sharp increase in travel advertising spending is a convincing point in the importance of travel advertising for business success in this competitive world of tourism, It is encouraging to witness the increasing awareness in travel advertising in Chinese tourism circles
VERSITY CHINA 1946 吉林大学远程教育课件 旅游英语 (第118讲 主讲人：李景富 学时：60
8 吉林大学远程教育课件 学 时：60 旅游英语 (第118讲) 主讲人 : 李景富
Advertising is part of the overall endeavor of tourist promotion, and is aimed at the following objectives-(1)to provide information, (2)to in crease demand,(3)to differentiate the product,(4)to increase product worth,and (5)to maintain current sales level.In order to achieve the objectives of business communication,it is necessary to adopt an appropriate promotional mix,which entails personal selling and mom-personal selling. Traditionally,the objectives of advertising were stated in terms of direct sales goals.The clearer and more specific the objective is,the more effectively the ad can be created and transmitted,and the more satisfactorily the ad's effects can be evaluated later.A better approach,however,is to view advertising as having communication objectives that seek to inform,persuade,and remind potential customer of the product or service.Advertising seeks to condition the customer to have a favorable viewpoint toward the product and to promote the likelihood that the customer will buy a particular product or service.A good advertisement may take any form,but it must accomplish the following goals:
9 Advertising is part of the overall endeavor of tourist promotion, and is aimed at the following objectives-(1)to provide information, (2)to in crease demand, (3)to differentiate the product, (4)to increase product worth, and (5)to maintain current sales level. In order to achieve the objectives of business communication, it is necessary to adopt an appropriate promotional mix, which entails personal selling and mom-personal selling. Traditionally, the objectives of advertising were stated in terms of direct sales goals. The clearer and more specific the objective is, the more effectively the ad can be created and transmitted, and the more satisfactorily the ad’s effects can be evaluated later. A better approach, however, is to view advertising as having communication objectives that seek to inform, persuade, and remind potential customer of the product or service. Advertising seeks to condition the customer to have a favorable viewpoint toward the product and to promote the likelihood that the customer will buy a particular product or service. A good advertisement may take any form, but it must accomplish the following goals:
Advertising is part of the overall endeavor of tourist promotion,and is aimed at the following endeavor:n.effort,attempt努力，尽力，企图 objectives-(1)to provide information,(2)to in crease His endeavors to persuade her to go with him demand,(3)to differentiate the product,(4)to failed..他尽力劝她和他一道去，但是失败了。 increase product worth,and(5)to maintain current sales level.In order to achieve the objectives of Please make every endeavor to be early. business communication,it is necessary to adopt an 请尽量早点。 appropriate promotional mix,which entails differentiate:vt,show to be different区别，分 personal selling and mom-personal selling. 别，辨别 Traditionally,the objectives of advertising were stated in terms of direct sales goals.The clearer The report doesn't differentiate the two aspects and more specific the objective is,the more of the problem. effectively the ad can be created and transmitted, and the more satisfactorily the ad's effects can be 此报告未能将问题的两方面加以区别。 evaluated later.A better approach,however,is to entail:vt.make necessary,impose on sb.使必要 view advertising as having communication These plans entail great expense on us. objectives that seek to inform,persuade,and remind potential customer of the product or 这些计划需要花费我们很大的经费。 service.Advertising seeks to condition the in terms of:从..方面来说 customer to have a favorable viewpoint toward the product and to promote the likelihood that the He judges everyone in terms of his own standards. customer will buy a particular product or service. 他按照自己的标准评判一个人。 A good advertisement may take any form,but it In terms of customer satisfaction,the policy must accomplish the following goals: cannot be criticized. 从顾客满意这一点来看，这一方针无可指责。 10
10 Advertising is part of the overall endeavor of tourist promotion, and is aimed at the following objectives-(1)to provide information, (2)to in crease demand, (3)to differentiate the product, (4)to increase product worth, and (5)to maintain current sales level. In order to achieve the objectives of business communication, it is necessary to adopt an appropriate promotional mix, which entails personalselling and mom-personal selling. Traditionally, the objectives of advertising were stated in terms of direct sales goals. The clearer and more specific the objective is, the more effectively the ad can be created and transmitted, and the more satisfactorily the ad’s effects can be evaluated later. A better approach, however, is to view advertising as having communication objectives that seek to inform, persuade, and remind potential customer of the product or service. Advertising seeks to condition the customer to have a favorable viewpoint toward the product and to promote the likelihood that the customer will buy a particular product or service. A good advertisement may take any form, but it must accomplishthe following goals: endeavor: n. effort, attempt 努力，尽力，企图 His endeavors to persuade her to go with him failed. 他尽力劝她和他一道去，但是失败了。 Please make every endeavor to be early. 请尽量早点。 differentiate: vt. show to be different 区别，分 别，辨别 The report doesn’t differentiate the two aspects of the problem. 此报告未能将问题的两方面加以区别。 entail: vt. make necessary, impose on sb. 使必要 These plans entail great expense on us. 这些计划需要花费我们很大的经费。 in terms of : 从…方面来说 He judges everyone in terms of his own standards. 他按照自己的标准评判一个人。 In terms of customer satisfaction, the policy cannot be criticized. 从顾客满意这一点来看，这一方针无可指责
Advertising is part of the overall endeavor of tourist promotion,and is aimed at the following evaluate:vt.find out,decide the amount of, objectives-(1)to provide information,(2)to in crease value of评价，估计 demand,(3)to differentiate the product,(4)to I can't evaluate his ability without seeing his increase product worth,and(5)to maintain current sales level.In order to achieve the objectives of work.. business communication,it is necessary to adopt an 没有看到他的工作情况，我无法评价他的能力。 appropriate promotional mix,which entails and to promote the likelihood ...or service. personal selling and mom-personal selling. 进顾客购买特别的产品或服务的可能性。 Traditionally,the objectives of advertising were stated in terms of direct sales goals.The clearer 句中hat是关系代词，引出likelihood的同位 and more specific the objective is,the more 语从句，如： effectively the ad can be created and transmitted, and the more satisfactorily the ad's effects can be Obviously,there was little probability that evaluated later.A better approach,however,is to they would succeed,but they didn't mind. view advertising as having communication 很明显，他们成功的可能性极小，但他们不 objectives that seek to inform,persuade,and remind potential customer of the product or 在乎。 service.Advertising seeks to condition the I can't say with any certainty that I'll work customer to have a favorable viewpoint toward the product and to promote the likelihood that the out the complicated problem in time. customer will buy a particular product or service. 我不能肯定地说，我将及时地解决这个复杂 A good advertisement may take any form,but it 的问题。 must accomplish the following goals: 11
11 Advertising is part of the overall endeavor of tourist promotion, and is aimed at the following objectives-(1)to provide information, (2)to in crease demand, (3)to differentiate the product, (4)to increase product worth, and (5)to maintain current sales level. In order to achieve the objectives of business communication, it is necessary to adopt an appropriate promotional mix, which entails personalselling and mom-personal selling. Traditionally, the objectives of advertising were stated in terms of direct sales goals. The clearer and more specific the objective is, the more effectively the ad can be created and transmitted, and the more satisfactorily the ad’s effects can be evaluated later. A better approach, however, is to view advertising as having communication objectives that seek to inform, persuade, and remind potential customer of the product or service. Advertising seeks to condition the customer to have a favorable viewpoint toward the product and to promote the likelihood that the customer will buy a particular product or service. A good advertisement may take any form, but it must accomplishthe following goals: evaluate: vt. find out, decide the amount of, value of 评价，估计 I can’t evaluate his ability without seeing his work.. 没有看到他的工作情况，我无法评价他的能力。 and to promote the likelihood …or service.促 进顾客购买特别的产品或服务的可能性。 句中that 是关系代词，引出likelihood的同位 语从句，如： Obviously, there was little probability that they would succeed, but they didn’t mind. 很明显，他们成功的可能性极小，但他们不 在乎。 I can’t say with any certainty that I’ll work out the complicated problem in time. 我不能肯定地说，我将及时地解决这个复杂 的问题