优·Ad English--Orientation.pptVIP

Advertising English yanhongci@126.com Self-introduction Name: Yan Hongci (闫宏兹) Educational Background: I graduated from Sun Yat-sen University with a MA degree in linguistics abroad and linguistics applied E-mail: yanhongci@126.com Cell Phone:Orientation Aims of This Course Why do we need to learn ad English? Why the term ad English? What is ad English? Aims of This Course It is intended (1) to be an introduction to the basic linguistic phenomenon in ads and their linguistic features; (2) to deepen our understanding of ads and enable us to account for them; (3) and to acquaint English majors with the basic skills in ad writing and translation. Course Book 张国才，2008，《图文英语广告文案 》。厦门：厦门大学出版社。 Assessment Class Rules Attendance Participation / Involvement Assignment Presentation Open-book Final Exam Cell phone: Silent / Vibration mode. Lecture One An Introduction to Ad Contents Case study What is an ad? The history of ad 福特车创意广告 这是来自福特（加拿大）的一款最新的创意广告，广告中所展出的福特车型是完全由一群舞蹈演员用自己的身体配合一些必要的汽车零件组合而成的。 《Globe Trotters》杂志广告欣赏 自杂志以上，人的脑袋和身体凭空消失了。升华了？投入到杂志当中了？您以为呢？ 轻松享“瘦”，猫钻鼠洞——diet PEPSI减肥广告 What is advertising? Advertising is any of various methods used by a company to increase the sales of its products or services or to promote a brand name. It’s also used by organizations and individuals to communicate an idea, to recruit staff, to publicize an event, or to locate an item or commodity. What is advertising? Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. (Advertising Marketing Association, AMA) Two basic types: Informative advertising and Persuasive advertising. The history of advertising The history of advertising falls into four eras: the Ancient Period, The Age of Print, The Formative Years and Modern Advertising. 1. The ancient period: Most messages were actually de