体验商务英语3 unit 4 advertising

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1、Unit4AdvertisingQuotations“Advertisingisthegreatestartformofthe20thcentury.”HerbertMarshallMcLuhanwasaCanadianeducator,philosopherandscholar—aprofessorofEnglishliterature,aliterarycritic,arhetorician,andacommunicationstheorist.McLuhan'sworkisviewedasoneofthecornerstonesofthestudyofmediatheory.Adv

2、ertisingistheartofconvincingpeopletospendmoneytheydon'thaveforsomethingtheydon'tneed.Advertisingisfundamentallypersuasionandpersuasionhappenstobenotascience,butanart.QuotationsDoingbusinesswithoutadvertisingislikewinkingatagirlinthedark. Youknowwhatyouaredoing,butnobodyelsedoes.Goodadvertisingdoe

3、snotjustcirculateinformation.Itpenetratesthepublicmindwithdesiresandbelief.Themanwhostopsadvertisingtosavemoneyislikethemanwhostopstheclocktosavetime.Itusedtobethatpeopleneededproductstosurvive. Nowproductsneedpeopletosurvive.Makeitsimple.Makeitmemorable.Makeitinvitingtolookat.Makeitfuntoread.Sta

4、rtingupAWhichadvertisementsdoyoulikebest?PirelliisanItalianindustrialenterprisethatisactiveinmorethan169countries.ThePirelliGroupisthefifthlargesttyremanufacturerintheworldintermsofturnover,with24factoriesinfourcontinents,andisaleaderinthehighendandhightechnologysegmentsofthemarket.Perrierisabran

5、dofbottledmineralwatermadefromaspringinVergèze,France.Perrierisnaturallycarbonated.Boththewaterandnaturalcarbonicgasarecapturedindependentlyandthecarbonicgasisaddedinthebottlingphase.PerrierclaimsthatthelevelofcarbonationineverybottleofPerrieristhesameasthewateroftheVergèzespring.VideoLYNX,ananim

6、alrightsgroup,wasformedin1985byabreakawaygroupofGreenpeacecampaignersheadedbyMarkGlover.TheyweretryingtobringoutabanonfurfarmsthroughoutUK.Theywentoutonthestreetanddaubedredpaintonwomenwearingfurcoats.Theirsuccessoftheanti-furcampaignpeakedin1990whenHarrodscloseditsfurdepartmentandleadingfurriers

7、wereforcedtocallinreceiversassalesdroppedby50percent.VideoWhichadvertisementdoyoulikebest?Why?BListentofourpeopledescribingtheirfavoriteadsSpeakerProductReasonsforlikingtheads1234acarLeviStrauss(jeans)RenaultClio(car)D