(精选)商务英语综合教程(上册)Unit 10 Advertising Its Everywhere课件.pptVIP

Unit Ten ;Introduction; Text ; 1 No, its not your imagination. The amount of advertising and marketing North Americans are exposed to daily has exploded over the past decade; studies show that on average we see 3,000 ads per day. At the gas pumps, in the movie theatre, in a washroom stall, during sporting events—advertising is impossible to avoid. Even outer space isnt safe from commercialization: the Russian space program launched a rocket bearing a 30-foot Pizza Hut; walls, park benches, telephones, fruit and even pressed into the sand on beaches. Even some members of the industry itself are critical of this trend to slap ads on everything. Bob Garfield, columnist for the ad industry magazine Advertising Age, calls this plethora of commercial messages environment pollutants. Others worry that this deluge of advertising will create a backlash with consumers. ; Stealth-endorsers 3 Marketers are moving away from the traditional use of celebrities as product hucksters, since a cynical public no longer believes that celebrities actually use the products they endorse in commercials. The trend now is to brand celebrities with specific merchandise by having them use or wear products in public appearances or promote them in media interviews—without making it clear that the celebrities are paid spokespeople.; Naming rights 4 Corporations are turning public spaces into commodities by purchasing naming rights to arenas, theatres, parks, schools, museums and even subway systems. Cash-strapped municipalities see naming rights as a way to raise much-needed revenues without raising taxes.; Targeted advertising 5 Targeted ads are a form of Internet marketing. Using sophisticated data collecting technologies, Web sites can combine a users personal information with surfing preferences to create ads that are specifically tailored for that user.; Cross-