世纪商务英语阅读教程专业篇第四版Unit课件.ppt

4-3 Text B Institutional advertising is closely related to public relations, since both are interested in promoting a positive image of the company to the public. 翻译 建立永久声誉的广告跟公共关系紧密相连，因为，两者都是向公众宣传公司的正面形象。 relate vt. vi. 联系，使有联系 e.g. It is difficult to relate the two cases. 要把那两件事联系起来是很困难的。 be related to sb/ sth 与某人/某事有关 e.g. These two events were related to each other. 4-3 Text B 4.Persuasive Advertising 9 It is used after a product has been introduced to customers. The primary goal is for a company to build selective demand for its product. For example， car manufacturers often produce special advertisements promoting the safety features of their cars. 翻译 4. 劝导广告 劝导广告一般在产品跟消费者见面之后才做。公司做这种形式广告的首要目标是扩大产品的选择性需求。比如，汽车生产商为了宣传其汽车各种安全性能，经常会有针对性地制作一些广告； 4-3 Text B This type of advertisement could allow car manufacturers to charge more for their products because of the perceived higher quality the safety features afford. 翻译 这类广告让消费者了解到这些安全性能，汽车的品质得到了提升，生产商因此可以提高汽车的售价 4-3 Text B This type of advertisement could allow car manufacturers to charge more for their products because of the perceived higher quality the safety features afford. 翻译 这类广告让消费者了解到这些安全性能，汽车的品质得到了提升，生产商因此可以提高汽车的售价 结果 原因 修饰higher quality allow vt. 1)允许, 许可(做某事) ; e.g. Do they allow smoking in the cinemas? 他们允许在电影院里抽烟吗? 2)给予, 让…得到 e.g. The court allowed a sum of money to each child for clothing. 法院判给每个孩子一笔服装费。 3)承认, 认为 e.g. The referee refused to allow the goal. 裁判不承认这次进球。 perceive vt.感觉, 察觉, 理解, 注意到, 意识到, e.g. She has perceived the danger. 她已觉察到那危险了。 e.g. That rule is not easily perceived. 这条规则不容易理解。 e.g. They perceived that they were unwelcome and left. 他们意识到他们是不受欢迎的, 于是就离开了。 4-3 Text B 5.Specialty Advertising 10 It is a form of sales promotion designed to increase public recognition of a company’s name. A company can have its name put on a variety of items, such as caps, glassware, gym bags, jackets, key chains and pens. The value of specialty advertising varies depending on