【2017年整理】modu与le4讲义BEC.docVIP

Module 4 Advertising 讲义 4.1 Advertising 本小节学习重点 熟悉相关词汇 学会谈论广告这一话题 掌握提出意见和建议的表达法 学会听懂发布会的内容 练习在听力和阅读过程中寻找具体信息 掌握各种情态动词的用法 Key words and expressions Word of mouth 口碑，口头宣传，口头广告 Mailshot n.邮寄广告 TV commercial n.电视广告 Billboard n.布告板，揭示栏，广告牌 Spam n.滥发邮件，垃圾邮件 Banner n.横幅广告，标语广告 Newspaper advert 报纸广告 Internet advertising 网络广告，互联网广告 Search engine 搜索引擎 Link vt. vi. 连接，联系 Objective n. 目标，目的 Expectation n. 预期，期望 Brochure n.小册子，宣传手册 Sample n.样品 Case study 案例研究 Ringtone n.手机铃声 In small print 用小字 Graphic 图形，插图 Animation 动画，卡通制作 In bold 用粗体字 Subscription n. 订购，订阅 Subscription fee 入网费，开通服务费 Launch a formal investigation 展开正式调查 Soft drink 软饮料（不含酒精的饮料） Spit out 吐出 Target audience 目标观众 Organic adj. 有机的，天然的 Yoghurt n. 酸奶 Shape yoghurt 塑身酸奶 Fat-free adj. 脱脂的，不含脂肪的 artificial sweetener 人工甜味剂 Preservative n.保鲜剂 Colorant n.色素 Additive n.添加剂 Ingredients list 成分清单，成分列表 Online complaint form 网上的投诉表 Promotion n. 促销，推广；提升，晋升 Marketing n. 营销，市场营销 Promotional gift 用于促销的礼物 专有名词 ASA (American Standards Association)美国标准协会 Shout(英国一家面向青春少女的杂志）《心声》杂志 Vocabulary: Types of business 1 (P36) Types of adverts Advantages Disadvantage Mailshots Quick to deliver Not seen for long TV commercials Memorable and can be fun People remember the advert but not the product Word of mouth You trust this form most People can also spread bad news Brochures Give you more time to study information Expensive to produce and send out to your target market Sample People can test before buying Expensive Newspaper adverts Read by many Read quickly or ignored Banner You can target a market by choice of website They disappear quickly Spam Very cheap to produce and deliver People delete them before reading 2 (P36) Mailshots TV commercials Word of mouth Brochures Sample Newspaper adverts Banner Spam 4 (P37) He mentions the following techniques: -use search engines to put your name at the top of the listings -get links on other sites -through a site review -get free advertising -have a memorable d