行业英语综合教程PPT_Unit 6.pptVIP

涛朵领创弦箔苏举控笼拱丙辫赣那杉诚愚役借苑简通局防博误乖鲁酸侵堂行业英语综合教程PPT_Unit 6行业英语综合教程PPT_Unit 6;Unit 6 Advertising广告;Unit6-main;From studying this unit, students are expected to 1. identify the characteristics of advertising; 2. gain knowledge about different types of advertising; 3. understand a case study about Coca-Cola’s Brand Loyalty. ;Part II Reading -main;Part I?Reading Text A (I);Part I?Reading Text A;广告介绍(I) 什么是广告？ 尽管广告运用多种媒体进行传播，但它本质上是一个过程，而非媒介。用最简单的话来说，广告是某种商品的销售者或制造者通过一种，或多种媒体与消费者进行沟通的方式。;in one’s own right 凭借自身的权利或资格、身份等 vendor /5vendE/ n. 小商贩；卖主 ;2 It can be as simple as a “For Sale” card placed on a supermarket notice board: 3 The vendor is giving notice that a product is for sale at a given price to people who might be interested in buying it. This harks back to the earliest forms of advertising, when exotic new goods shipped into Europe from the Far East and India (e.g. tea and spices) needed to be brought to the attention of people who had never encountered them before.; 广告可以简单到只是超市布告牌上的“促销”卡片，如: 销售者对某件商品给出一定的促销价格，来吸引感兴趣的人购买。这令人回想起广告的早期形式。当外国的新鲜货品由远东和印度运到欧洲时（如茶和香料），就必须采取某种方式引起从未见过这些商品的欧洲人的注意。; the Far East：远东。西方国家对亚洲最东部地区的称呼，一般指中国、日本、朝鲜、韩国和俄罗斯太平洋沿岸地区。 The Far East is an English term (with equivalents in various other languages of Europe and Asia, Chinese 远东 yuǎn dōng literally translating to “far east”) mostly describing East Asia (including the Russian Far East) and Southeast Asia, with South Asia sometimes also included for economic and cultural reasons. ;hark back to 使人想起，使人回忆起 exotic /????????/ a. 从外(国)来的，外国产的；奇异的 ;4 However, even a supermarket notice board might be considered a crowded marketplace as there may be other desks offered for sale, and other advertisements for customers to read. In order to attract a customer’s attention to this particular advertisement, the person offering the desk for sale has to make it eye-catching—perhaps through simple use of color: 5 They also have to emphasize the benefits of the product the