制舒价買易大訾 1951 UNIVERSITY OF INTERNATIONAL BUSINESS AND ECONOMICS Unit 6 Advertising Appeals Image Personality 广告诉求—形象和性格
Advertising Appeals ——Image & Personality 广告诉求——形象和性格 Advertising Appeals ——Image & Personality 广告诉求——形象和性格 Unit 6
University of International Business and Economics Learning objectives In this unit students will learn words and expressions related to advertising. Students will be able to discuss different types of advertising appeals and the importance of image and personality to a product. 制纤经价蜀易大学 UNIVTRSIT￥￥T月。4L地hE等SAND FCONOMC
University of International Business and Economics 3 Learning objectives In this unit students will learn words and expressions related to advertising. Students will be able to discuss different types of advertising appeals and the importance of image and personality to a product
University of International Business and Economics 四Background reading Notes: 1. miⅸ组合，混合mix mixture or combination of things or people 2. publicity(向新闻界散发的)宣传材料；广告publicity (business of)providing information in order to attract public attention;advertising 3. fade逐渐消失fade(away)disappear gradually(from sight,hearing,memory,etc);become instinct 4.As evening came,the coastline faded into darkness. 5. upkeep保养；养护；维修upkeep(cost or means of) keeping sth in good condition and repair;maintenance 6.word of mouth口头推荐，口碑 對卧爱价贺易大学 15 UNIVERSITY OF INTERNATIONAL BUSINESS AND ECONOMCS
University of International Business and Economics Background reading Notes: 1. mix 组合，混合 mix mixture or combination of things or people 2. publicity (向新闻界散发的 )宣传材料；广告 publicity (business of) providing information in order to attract public attention; advertising 3. fade 逐渐消失 fade (away) disappear gradually (from sight, hearing, memory, etc); become instinct 4. As evening came, the coastline faded into darkness. 5. upkeep 保养；养护；维修 upkeep (cost or means of) keeping sth in good condition and repair; maintenance 6. word of mouth 口头推荐, 口碑
University of International Business and Economics 7. Pompeii Ancient city of Campania,Italy,14 miles(23 km) southeast of Naples,at the southeastern base of Mount Vesuvius.Pompeii was not only a flourishing port but a prosperous resort with many villas.The habits and manners of life in Roman times have been revealed in great detail at Pompeii by the plan of the streets and footpaths,the statue-decorated public buildings,and the simple shops and homes of the artisans. 8 agency代办；经销处agency business or place of business providing a service 9 broker经纪人；中间人broker person who buys and sells things (eg shares in a business)for others 10. take over接收，控制，管理take sth over gain control of or acquire 對卧爱价贫易大学 UNIVERSITY OF INTERNATIONAL BUSINESS AND ECONOMCS
University of International Business and Economics 7. Pompeii 庞贝 Ancient city of Campania, Italy, 14 miles (23 km) southeast of Naples, at the southeastern base of Mount Vesuvius. Pompeii was not only a flourishing port but a prosperous resort with many villas. The habits and manners of life in Roman times have been revealed in great detail at Pompeii by the plan of the streets and footpaths, the statue-decorated public buildings, and the simple shops and homes of the artisans. 8. agency 代办；经销处 agency business or place of business providing a service 9. broker 经纪人；中间人 broker person who buys and sells things (eg shares in a business) for others 10. take over 接收，控制，管理 take sth over gain control of or acquire
University of International Business and Economics 11.The firm has been taken over by an American conglomerate. 12. street furniture街头特有的景物，如电线杆、路灯柱、书 报摊、公共电话亭、长椅、巴士候车亭、垃圾箱等 13 fier小张广告传单flier small advertising leaflet that is widely distributed 14. web banner 网上横额广告 15. skywriting飞机放烟组成的空中文字（通常为宣传） 16. town crier (旧时)街头公告员（受雇在公共场所宣读公 告的人) 17.diaper(婴儿)尿布 18. streaming 网络串流 19. covert隐蔽的；不公开的 制卧爱价贫易大考 151 UNIVERSITY OF INTERNATIONAL BUSINESS AND ECONOMCS
University of International Business and Economics 11. The firm has been taken over by an American conglomerate. 12. street furniture 街头特有的景物，如电线杆、路灯柱、书 报摊、公共 电话亭、长椅、巴士候车亭、垃圾箱等 13. flier 小张广告传单 flier small advertising leaflet that is widely distributed 14. web banner 网上横额广告 15. skywriting 飞机放烟组成的空中文字（通常为宣传） 16. town crier （旧时）街头公告员（受雇在公共场所宣读公 告的人） 17. diaper (婴儿 )尿布 18. streaming 网络串流 19. covert 隐蔽的；不公开的
University of International Business and Economics 20 covert concealed;not open 21 product placement产品置入 22 Super Bowl美式橄榄球决赛 Super Bowl is the championship game of the major professional football league in the US with 28 teams, played between the champions of the American Football Conference and National Football Conference at a neutral site each January;it is the culmination of the National Football League playoffs. 23 spot (插入电视、电台或戏剧节目中的)节目档（尤指 短小、固定的) spot place for an individual item of entertainment,esp a short regular one,in a television,radio or theatre show 制卧价贸易大孝
University of International Business and Economics 20 covert concealed; not open 21 product placement 产品置入 22 Super Bowl 美式橄榄球决赛 Super Bowl is the championship game of the major professional football league in the US with 28 teams, played between the champions of the American Football Conference and National Football Conference at a neutral site each January; it is the culmination of the National Football League playoffs. 23 spot （插入电视、电台或戏剧节目中的）节目档（尤指 短小、固定的） spot place for an individual item of entertainment, esp a short regular one, in a television, radio or theatre show
University of International Business and Economics 24 unsolicited主动提供或送出的；未经请求的 unsolicited given or sent voluntarily;not asked for 25 in bulk大量in bulk-in large amount 26 spam垃圾邮件 制仟香价贸易大孝 UNIVTRSIT￥￥T月。4L地hE等SAND FCONOMC
University of International Business and Economics 24 unsolicited 主动提供或送出的；未经请求的 unsolicited - given or sent voluntarily; not asked for 25 in bulk 大量 in bulk - in large amount 26 spam 垃圾邮件
University of International Business and Economics Answer to comprehension questions 1. Generally speaking,advertising is the paid promotion of goods,services,companies and ideas by an identified sponsor.Marketers see advertising as part of an overall promotional strategy. 2.In ancient times--'word of mouth';in Pompeii--commercial messages and election campaign displays;in the 15th and 16th century--beginning of modern advertising;in the 17th century--advertisements in weekly newspapers in England,popularity of advertising;the 19th century--the first advertising agency for ad space in newspapers;in the 20th century--advertising agencies for the content;in the early-20th century--a ghost ad such as advertisements painted on the side of buildings. 制计酒价蜀易大孝
University of International Business and Economics Answer to comprehension questions 1. Generally speaking, advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. 2. In ancient times-- 'word of mouth'; in Pompeii-- commercial messages and election campaign displays; in the 15th and 16th century-- beginning of modern advertising; in the 17th century-- advertisements in weekly newspapers in England, popularity of advertising; the 19th century-- the first advertising agency for ad space in newspapers; in the 20th century-- advertising agencies for the content; in the early-20th century-- a ghost ad such as advertisements painted on the side of buildings
University of International Business and Economics 3. pros-customers can now the information about the products and services at a low cost;ads in newspapers and magazines can reach a larger group of people than other media; cons-sometimes,too much space in newspapers and magazines is taken up by ads 5. No.Radio is not a good choice since many people don't listen to the radio nowadays.TV is most effective as the majority of people are TV viewers.The effectiveness of Web is between those of radio and TV,since more and more people are Web surfers. 制卧价贫易大学 UNIVTRSIT￥￥T月。4L地hE等SAND FCONOMC
University of International Business and Economics 3. pros—customers can now the information about the products and services at a low cost; ads in newspapers and magazines can reach a larger group of people than other media; 4. cons—sometimes, too much space in newspapers and magazines is taken up by ads 5. No. Radio is not a good choice since many people don’t listen to the radio nowadays. TV is most effective as the majority of people are TV viewers. The effectiveness of Web is between those of radio and TV, since more and more people are Web surfers
University of International Business and Economics Part A First listening:listen for the gist What is the main idea of news item one? One is about the increase of the online ad spending in the U.K in 2005 and four factors attributing the growth in online spending. What is the main idea of news item two? Samsung India launched its "biggest-ever"channel promotion Samsung Power of 3 for the third quarter of 2005 for rewarding system integrators across the country. Samsung has packaged its color monitors,HDD and OMS products in bundles. 制卧爱价贫易大孝 UNIVTRSIT￥￥T月。4L地hE等SAND FCONOMC
University of International Business and Economics Part A First listening: listen for the gist What is the main idea of news item one? One is about the increase of the online ad spending in the U.K in 2005 and four factors attributing the growth in online spending. What is the main idea of news item two? Samsung India launched its "biggest-ever" channel promotion Samsung Power of 3 for the third quarter of 2005 for rewarding system integrators across the country. Samsung has packaged its color monitors, HDD and OMS products in bundles