商务英语阅读,作者：李树红,责任编辑：张 琛 出版日期：2009年9月 IDPN：308-2009-159 课件章数：16,Unit 11 Advertising,Background Information Key to exercises,Advertising,Advertising Defined:,Advertisements are persuasive communication. Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. The language used in advertisements is very carefully chosen to have special effects. In order for the advertising message to reach the prospect, it needs some communications carrier.,Advertising,Advertising Expenditure:,How advertising differs from other outside purchases,Advertising is purchased from an outside supplier, called an advertising agency. It is intended to add value to the product after manufacture, by increasing the consumers perception of its value. The value of advertisement cannot be equated with the raw materials that go into a product, even though it is purchased externally and also carried the brand name, as this table shows.,Advertising,Advertising as Persuasion,Advertisers and Consumers,- Advertisers must understand how people learn in order to teach them to respond to their advertising strategies. - Learning takes place when the consumer alters a response or behavior as a result of some experience. - Learning is made up of three components: motivation, experience, and repetition.,Advertising,Advertising,Learning by consumers,learning,motivation,satisfying a desire,e.g. cold drink when hot and thirsty,experience seeing or hearing the effect,e.g. associate cooling off with cool drink,repetition+,generalization+,discrimination,e.g. taking the same slot five times a night,e.g. country campaigns,selecting one product over other similar products,e.g. one type of toothpaste being good for your gums,Advertising,The language of the advertisement,The language is very carefully chosen to have special effects. The words will create images as well as convey information and often there will be more than one meaning to some expressions. Cultural knowledge is often important for gaining the full impact. The questions accompanying each advertisement try to give you some idea of that cultural background and focus on a few examples of the use of the language.,Advertising,Advertising,Advertising media,In order for the advertising message to reach the prospect, it needs some communications carrier. These carriers are called advertising media (or in the singular, medium) A particular advertising medium is also referred to as a vehicle. Advertisers can produce their own medium, such as direct purchase advertising ( broadsides, catalogs, and handbills, for example) or point-of-purchase advertising ( for instance, signs, posters, or displays).,Advertising,Advertising media,Advertising,Partnerships with advertising,advertising,spending,expenditure,agency,budget,appropriations,campaign,folklore,Advertising,Advertising,Key to exercises,I. Post-reading Comprehension 1. Choose the best answer for each of the following. 1) D 2) A 3) B 4) D 5) C 6) A 7) B 8) D 2. Topics for discussion: Omitted,II. Vocabulary exercises 3. Replace the following underlined parts with words from the passage that best keep the original meaning: 1) potential 2) factual 3) client 4) regulate 5) realm 6) opted 7) epidemic 8) infancy 9) freelance 10) consumes 11) embed 12) access,4. Fill in the blanks with the words or expressions given below. Change the form where necessary. 1) delivered 2) reinforcement 3) opt 4) burden 5) uphold 6) ultimately 7) controversial 8) regulated 9) target 10) client 11) persuasion 12) blight 13) nuisance 14) liable 15) billboards 16) recruiter,