学生新编商务英语精读4_unit_1研讨.ppt

Business English Intensive Reading 本课程在专业建设与人才培养中的地位 课程性质与教学目标 《高等学校商务英语专业本科教学要求》（试行）把商务英语定义为：在经济全球化环境下，围绕贸易，投资展开的各种经济，公务和社会活动所使用的语言，具体包括贸易，管理，金融， 营销，旅游，新闻，法律等。 应用型商务人才的培养层次与目标 本课程在专业建设与人才培养中的地位 Unit 1 Advertisement Reading one: 1. Pre-reading activities 2. Read the text and discuss questions 3. Words and Expression Key language points Difficult sentences Exercises 4. Post-Reading 为泡泡糖做的杂志内页立体式广告 Pre-reading activities Reflect on some ads Discuss questions 1.What are the elements of advertisement? What’s the purpose of advertising? What are the features of ads? 2. What do you think makes a good ad? 3. What’s your favorites advertisement? Describe it and tell why you like it. 4. How does the Internet differ from other conventional advertising media? Differences among Advertise, Advertising and Advertisement Advertise: v.意为在报纸、广播、电视上为产品等做广告. Eg: Manufactures advertise product that they wish to sell. 制造 商为他们想销售的产品做广告。 Advertising: v-ing. 广告，广告业（不可数,较抽象） Eg. Informative advertising, persuasive advertising, advertising campaign Advertisement: n. 广告本身，比如报纸上、电视里看到的广告实体 (可数，较具体) Eg. display advertisement, classified advertisement What is advertising? Advertising is attempting to influence the buying behavior of your customers or clients by providing a persuasive selling message about your products and/or services. What is advertising? Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say ) and the medium (how you get your message across). 广告定义众说纷论 概念美国《广告时代周刊》在1932公开征求的广告定 义：个人、商品、劳务、运动，以印刷、书写、口述或 图画为表现方法，由广告者出费用作公开宣传，以促成销售、使用、投票或赞成为目的活动。 ● 英国《简明不列颠百科全书》对广告的解释：广告是传播信息的一种方式，其目的在于推销商品、劳务、影响舆论，博得政治支持，推进一种事业或引起刊登广告者所希望的其他反应。 ● 美国广告协会(AAA)的广告定义：广告是付费的大众传播，其最终目的是为了传递信息，改变人们对于所广告的商品的态度，诱发其行动而使广告主获得利益。 Why advertise? To create awareness, customer interest or desire To boost sales To build brand loyalty (or to maintain it at the existing level)