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1、Unit 4,Advertising,Quotations,“Advertising is the greatest art form of the 20th century.”,Herbert Marshall McLuhan was a Canadian educator, philosopher and scholar a professor of English literature, a literary critic, a rhetorician, and a communications theorist. McLuhans work is viewed as one of th
2、e cornerstones of the study of media theory.,Advertising is the art of convincing people to spend money for something they dont need.,Quotations,Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.,Good advertising does not just
3、 circulate information. It penetrates the public mind with desires and belief.,The man who stops advertising to save money is like the man who stops the clock to save time.,Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.,Vocabulary,Advertising media and methods,W
4、hat advertising media can you think of?,newspaper,radio,TV,billboard,bus,direct mail,internet,magazine,truck,catalogue,leaflet,A,Starting up,A,Which advertisements do you like best?,Pirelli is an Italian industrial enterprise that is active in more than 169 countries. The Pirelli Group is the fifth
5、largest tyre manufacturer in the world in terms of turnover, with 24 factories in four continents, and is a leader in the high end and high technology segments of the market.,Perrier is a brand of bottled mineral water made from a spring in Vergze, France. Perrier is naturally carbonated. Both the w
6、ater and natural carbonic gas are captured independently and the carbonic gas is added in the bottling phase. Perrier claims that the level of carbonation in every bottle of Perrier is the same as the water of the Vergze spring.,Video,LYNX, an animal rights group, was formed in 1985 by a breakaway g
7、roup of Greenpeace campaigners headed by Mark Glover. They were trying to bring out a ban on fur farms throughout UK. They went out on the street and daubed red paint on women wearing fur coats. Their success of the anti-fur campaign peaked in 1990 when some fur companies were forced to close.,Asses
8、sment on the advertisement,unique eye-catching, affectionate generate sales; provoke an action,Discussion,Good and bad advertisements,good ads,creative,attractive,persuasive,imaginative,beautiful,funny,humorous,moving,meaningful,instructive,interesting,informative,.,exciting,What makes a good advert
9、isement?,B,Are the following advertising practices acceptable?,Ad with children,Ad with stars,Alcohol ad,Comparative advertising,Subliminal ad,C,Which of the following statements do you agree with?,People remember advertisements, not products.,Advertising raises prices.,Advertising has had a bad inf
10、luence on children.,Vocabulary,Advertising media and methods,What advertising media can you think of?,newspaper,radio,TV,billboard,bus,direct mail,internet,magazine,truck,catalogue,leaflet,A,A,Reading,Outdoor advertising,Understanding outdoor advertising.,What outdoor advertising can you think of?,W
11、hat are the advantages of outdoor advertising compared with TV, radio and newspaper?,TV ads,Strengths Be geared to common people; wide coverage and audience Audio-visual media; the most powerful in terms of overall performance High credibility; “Seeing is believing.” Close to daily life; a key link
12、in consuming Quickly promoting products as well as its reputation 2. Weaknesses Time limit Tedious making process Expensive,Outdoor ads,1. Strengths Cost-effective Rich and colorful in manifestation Repeated propaganda Selective about regions and customers 2. Weaknesses Small coverage Difficult to r
13、emember Easy to damage,Newspaper advertisement,1. Strengths wide coverage cost-effective no time limit prestigious, authentic, accurate informative spreading quickly 2. Weaknesses monotonous in manifestation (visual effect),Radio advertising,1. Strengths dynamic and affectionate communication no tim
14、e limit cost-effective 2. Weaknesses monotonous in manifestation (audio effect),Online advertising,1. Strengths wide coverage no time and space limit cost-effective; quick in spread clearly targeted can be changed at any time 2. Weaknesses disordered and blended lack of credibility,B,Complete the ta
15、ble with the suitable words,Directories Exhibition Press Mailshots Public transport Billboard Posters Word-of-mouth Cinema Leaflets television,Commercials Point-of-sale Endorsement Slogans Sponsorship Free sample,Run Target Publicize Promote Place Launch Research sponsor,B,Before you read the articl
16、e, match the words to their definitions.,1 segments 2 soaring 3 mass market 4 TV slot 5 kiosks,a place in a television schedule rising quickly small open-fronted shop in the street for selling newspapers, etc. concerning with non-luxury goods that sell in large quantities parts of a larger market or category of customers,C,Complete the statements with 4 of the words above.,The cost of a prime-time _ is _. However, advertising on _ is cheap. Outdoor a
