体验商务英语3_Unit_4_Advertising.ppt

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

2、isingistheartofconvincingpeopletospendmoneytheydon'thaveforsomethingtheydon'tneed.Advertisingisfundamentallypersuasionandpersuasionhappenstobenotascience,butanart.QuotationsDoingbusinesswithoutadvertisingislikewinkingatagirlinthedark. Youknowwhatyouaredoing,butnobodyelsedoes.Goodadvertisingdoesnotju

3、stcirculateinformation.Itpenetratesthepublicmindwithdesiresandbelief.Themanwhostopsadvertisingtosavemoneyislikethemanwhostopstheclocktosavetime.Itusedtobethatpeopleneededproductstosurvive. Nowproductsneedpeopletosurvive.Makeitsimple.Makeitmemorable.Makeitinvitingtolookat.Makeitfuntoread.StartingupAW

4、hichadvertisementsdoyoulikebest?PirelliisanItalianindustrialenterprisethatisactiveinmorethan169countries.ThePirelliGroupisthefifthlargesttyremanufacturerintheworldintermsofturnover,with24factoriesinfourcontinents,andisaleaderinthehighendandhightechnologysegmentsofthemarket.Perrierisabrandofbottledmi

5、neralwatermadefromaspringinVergèze,France.Perrierisnaturallycarbonated.Boththewaterandnaturalcarbonicgasarecapturedindependentlyandthecarbonicgasisaddedinthebottlingphase.PerrierclaimsthatthelevelofcarbonationineverybottleofPerrieristhesameasthewateroftheVergèzespring.VideoLYNX,ananimalrightsgroup,w

6、asformedin1985byabreakawaygroupofGreenpeacecampaignersheadedbyMarkGlover.TheyweretryingtobringoutabanonfurfarmsthroughoutUK.Theywentoutonthestreetanddaubedredpaintonwomenwearingfurcoats.Theirsuccessoftheanti-furcampaignpeakedin1990whenHarrodscloseditsfurdepartmentandleadingfurrierswereforcedtocallin

7、receiversassalesdroppedby50percent.VideoWhichadvertisementdoyoulikebest?Why?BListentofourpeopledescribingtheirfavoriteadsSpeakerProductReasonsforlikingtheads1234acarLeviStrauss(jeans)RenaultClio(car)D