物流英语(第二篇第二单元)题稿.ppt

Unit TwoBrochures and Publicity Materials Pre-reading questions: 1. What are the contents of logistics brochures? 2. What is the primary business of logistics companies? What is a brochure? The brochure is one of the best ways to present your company. There are tri-fold brochures used to advertise a new product or service that your company offers, or there are bi-fold folders that are used to present your company projects outside or inside it. There are different brochure types, and every type has a different way to be designed. The criterion adopted to design a bi-fold brochure to present your company projects for internal use would be different from the one for external use. A well designed brochure is the best way to introduce your company to your potential customers. 简章是什么？ 简章是展示您的公司最好的方式之一。有三栏式小册子，用来给新产品或服务做广告，或有双折文件夹用以对内对外呈现公司项目。有不同的简章类型，每种类型都有不同的设计方式。供内部使用的公司项目双折简章标准与供外部使用的不同。 一个设计良好的简章是向潜在客户介绍公司的最好方法。 The functions of a brochure Informative function Advertising function Identification function These three functions should have an interaction. 简章的功能 信息功能： 简章通常用来告知公司的潜在客户。信息与公司演示文稿、 新产品、服务或最近更改的公司名称等相关。 广告功能：简章作为一个广告工具确实很重要，能推荐一种或更多产品或服务。 识别功能: 好的设计让公司所有的简章保持一个同样的标准。如果这种标准(有时称为概念)在所有简章类型方面是统一的，它将使你的公司自动被认可。它将树立你公司的威信和可信度。公司简章不仅要有一“概念”，还要有一个标识： 一个设计良好的标识对于任何公司都很重要，是开始广告宣传的第一个步。 简章的功能 这三种功能应该有互动。简章是互动的成果，否则就是无效的。也许其中一种功能比其他强，但是这不影响简章设计。例如，公司推出一种新产品并且决定设计简章，广告将是简章突出的功能，即使这本小册子有关于产品的信息并同时介绍公司。 但是如果公司向另一个公司的执行官介绍项目，简章中第一眼看到的是识别功能，这能使人感到安全和有威信。而广告和信息功能则是其次。 How to write the brochure of your company? The brochure is very important when we talk about your corporate image. You have to discuss with your design company what would be the best brochure format to choose, since that choice is decisive if you want your company to be identified in an efficient way. An advertising brochure could be colorful and have big typography, but those characteristics aren’t the right ones