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1、Higher Vocational English,Unit 7: Advertisement,Background References,The advertisement has been called “the voice of business“, for it announces new products and describes new uses and improved features of familiar ones. It seeks to make people know the things they need and to make them want to buy
2、 these things, and it tells what products or services are on the market, and how they can be obtained. The advertisement plays a vital role in the spread-out and ow of goods. Advertisements lead to improving products by stimulating competition. Advertisements can also lower the prices of products by
3、 creating the mass demand, or mass markets that help support mass production.,The Role of Advertisement,Background References,The advertisement can be a service to people. First, it is informative, and can help people buy and sell goods. Second, it can widen peoples knowledge, and make people more e
4、xperienced. Lastly, people can enjoy themselves through those programs which advertisements have been put into. Some advertisements, however, are not very useful to people, sometimes even harmful. In modern times, many advertisements are subjective rather than objective, persuasive rather than infor
5、mative. The only purpose of these advertisements is to persuade people to buy their poorly made products. Therefore, it is wise for people to make sure the advertisements are telling the truth.,Prons & Cons of Advertising,Practice Book (answer key),Part 1 Activity 1 Activity 2 Activity 3,Part 2 We c
6、ould be together Exercise 1 Exercise 2 Exercise 3,Part 3 Pre-Reading Text A Text B,Part 4 Brainstorming Task,Part 5 Activity Answers,Main Contents,Part I : Speaking Activity,Activity 1: Work in groups of three or four students. Looking at the following logos of some famous companies in the world. Tr
7、y to identify them and say something about their products and slogans.,Part I : Speaking Activity,Part I : Speaking Activity,Activity 2: Look at the slogans and brands. Match the information in Column A with the choices in Column B.,1. A diamond lasts forever. 2. Connecting People 3. The New Digital
8、 Era 4. Mosquito Bye Bye Bye. 5. Take TOSHIBA, take the world. 6. Lets make things better. 7 No business too small, no problem too big. 8. A Kodak Moment. 9. I Ask for more. 10. Man always remember love because of romantic only.,a. 让我们做得更好。（飞利浦电子） b. 就在柯达一刻。（柯达相纸胶卷） c. 钻石恒久远，一颗永流传。（第比尔斯） d. 男人是因为有浪漫
9、才记得爱情。 （万宝路Marlboro） e. 没有不做的小生意，没有解决不了的大问题。（IBM公司） f. 科技以人为本。（诺基亚） g. 数码新时代。（索尼影碟机） h. 拥有东芝，拥有世界。（东芝电子） i. 蚊子杀杀杀。（雷达牌驱虫剂） j. 渴望无限。（百事流行鞋）,a,c,d,b,f,e,g,h,i,j,Part I : Speaking Activity,Activity 3: What is your favorite advertisement? What is the reason why it attracts you and impresses you deeply?
10、Discuss with your partners.,Part I : Speaking Activity,Withdraw v. 取收回;（使）撤退出 Elegant a. （人或其举止）优美的，漂亮的 Sophisticated technology 工艺精良,Attractive design 款式新颖 Elegant shape 式样优雅 Fashionable patterns 花色入时,For your selection 任君选择 Beautiful in colors 色彩艳丽 Excellent quality (high quality) 品质优良,New Words &
11、 Expressions,Tom: Good morning, Candy. How are you today? Candy: Im doing fine. How about you? Tom: Great, thanks. So, whats the status of our advertising campaign? Candy: As I mentioned before, a national campaign will start next month. Weve decided to use a variety of media for full coverage. Firs
12、t, well have 30-second spots on television once a day for 3 weeks. At the same time, well do 15-second radio commercials 3 times a day in selected cities with large populations. Finally, well have some outdoor ads using billboards near the main entrances to big cities.,Part I : Speaking Activity,Con
13、versation 1: (1),Tom: What style will the ads be? Candy: Were focusing on slice of life, showing how you can beat the summer heat by biting into a cool ice-cream sandwich. Well also show everyone there are variety of flavors and theyre not stuck with just vanilla. Tom: Sounds like an ideal approach.
14、 Will we have a new slogan? Candy: Definitely. The advertising agencys working on that right now. Theyll have some proposals ready by the end of the week. Tom: Sounds like well have a winner on our hands!,Part I : Speaking Activity,Conversation 1: (2),Helen: We want to use the right marketing mix to
15、 reach our target market. Lemond: Certainly. Weve done some tactical planning already. We think weve come up with a good plan. Helen: What media do you plan to use? Lemond: Well, taking into account the image you want to project, weve asked our copywriters to prepare copy for computer magazines and
16、the Internet first. Helen: So that way, our advertising dollars would be focused on people we know are computer users.,Part I : Speaking Activity,Conversation 2: (1),Lemond: Yes. Well also run billboard and newspaper ads to help create broad brand recognition. Helen: Will there be any direct mail? Lemond: No. That would not be correct for a manufacturer like you. Leave that to the retailers. Helen: Good point. Please prepare a more detailed proposal, and then Ill pitch it to the higher-ups. Lemond: Great. Well get started right away.,
