Unit 6 Advertising & Promotion

Unit 6

Advertising & Promotion

— Text A

Introduction to Advertising (I)

outline of the textoutline of the text

Part I. What is advertising? Part I. What is advertising?

Part II. Advertising as Branding. Part II. Advertising as Branding.

Part III. Advertising as Institution. Part III. Advertising as Institution.


Part I. What is advertising? Part I. What is advertising?

1. Is advertising a medium?1. Is advertising a medium?2. An instance to show what advertising is.2. An instance to show what advertising is.

3. Conclusion: What is advertising3. Conclusion: What is advertising ？？A message from vendors/manufactures to A message from vendors/manufactures to consumers;consumers;Intended to give information which will Intended to give information which will influence consumer’s choice;influence consumer’s choice;Aimed at a known audience;Aimed at a known audience;Paid for.Paid for.

How to make a piece of ad more eye-catching?How to make a piece of ad more eye-catching?What are the basic elements of print advertising?What are the basic elements of print advertising?


Part II. Advertising as BrandingPart II. Advertising as Branding

Brand IdentityBrand Identity is created by using the following elements: is created by using the following elements:

1. Brand Essence1. Brand Essence

2. Brand Slogan2. Brand Slogan

3. Brand Personality3. Brand Personality

4. Brand Values4. Brand Values

Sony Brand Sony Brand IdentityIdentity

Dream is a mother of innovation.

Sony Dream World: Platform of Personal Enjoyment

This is living.This is living.

The next hip thing from Sony. The next hip thing from Sony.


Part III. Advertising as Institution Part III. Advertising as Institution

Account Department

Creative Department

Media Department

An Advertising An Advertising CompanyCompany

(( 客户部客户部 )) (( 创意部创意部 )) (( 媒介部媒介部 ))

MBMB (Media (Media Buyer)Buyer)

MPMP (Media (Media Planner)Planner)

MDMD (Media (Media Director)Director)

ADAD (Account (Account Director)Director)

AMAM (Account (Account Manager)Manager)

AEAE (Account (Account Executive)Executive)

DesignerDesigner

AD AD (Art Director)(Art Director)

CW CW (Copywriter)(Copywriter)

GH GH (Group Head)(Group Head)

CD CD (Creative Director)(Creative Director)

Key words, phrases & usagesKey words, phrases & usages

in one’s own right in one’s own right —— without depending on anyone or anything else, with without depending on anyone or anything else, with one’s own efforts, talents, identify etc.one’s own efforts, talents, identify etc.

Example:Example: She's a rich woman She's a rich woman in her own rightin her own right rather than by rather than by inheritance.inheritance. Kate was the wife of a painter and an artist Kate was the wife of a painter and an artist in her in her own rightown right..

通过自己的努力通过自己的努力

自己本身、本人自己本身、本人

Translate:Translate:

Although now a celebrity in his own rightin his own right, actor Joe Redgrave knows the difficulties of living in the shadow of his famous older brother.


exoticexotic

—— 1) coming from abroad1) coming from abroad

—— 2)2) unusual and exciting because of a connection with a unusual and exciting because of a connection with a foreign countryforeign country

Example:Example: In English there are many In English there are many exoticexotic words, for example, words, for example, “fiance” from French, “pizza” from Italian, or “Tofu”, “K“fiance” from French, “pizza” from Italian, or “Tofu”, “Kung fu” and “Confucius” from Chinese. ung fu” and “Confucius” from Chinese.

Example:Example: Possessing superb foreign facilities and being Possessing superb foreign facilities and being permeated with oversea romance, this holiday centre permeated with oversea romance, this holiday centre enables you to enjoy enables you to enjoy an exotic atmospherean exotic atmosphere..

Key words, phrases & usagesKey words, phrases & usagessloganslogan

Advertising Slogans:Advertising Slogans:

— — a short easily remembered phrase used in advertising, a short easily remembered phrase used in advertising, politics etc.politics etc.

口号 /标语

1) Just do it.1) Just do it.

2) Impossible is nothing.2) Impossible is nothing.

想做就做。

没有什么不可能。

—Nike

—Adidas

3) Anything is possible.3) Anything is possible. —Lining一切皆有可能。

LogoLogo （公司 /组织的）标识 /标志

LogoLogo


sloganslogan

More Advertising Slogans:More Advertising Slogans:

4) I'm lovin' it.4) I'm lovin' it.

5) Always Coca Cola.5) Always Coca Cola.

我就喜欢。

永远的可口可乐。

—McDonald's

—Coca ColaCoca Cola

7) Good to the last drop7) Good to the last drop ．． —Maxwell Coffee滴滴香浓，意犹未尽。

6) The taste is great.6) The taste is great. —Nescafe味道好极了。


sloganslogan

More Advertising Slogans:More Advertising Slogans:

8) Connecting People8) Connecting People ..

9) Intelligence everywhere.9) Intelligence everywhere.

科技以人为本。

智慧演绎，无处不在。

—Nokia Nokia

—MotorolaMotorola

10) No business too small, no problem too big. 10) No business too small, no problem too big. 没有不做的小生意，没有解决不了的大问题。

—IBMM

— De Bierres 11) A diamond lasts forever.11) A diamond lasts forever.钻石恒久远，一颗永流传。


sloganslogan

Campaign Slogans:Campaign Slogans:

1) 珍爱生命，远离毒品。

2)绿灯可以再等，生命不能重来。

3)为了您和他人的健康，请不要吸烟。

4)国家兴旺，匹夫有责；计划生育，丈夫有责。

Unit 6


— Text A

Introduction to Advertising (II)


Part IV. Advertising as Part of Our Culture Part IV. Advertising as Part of Our Culture

Part V. Advertising Makes The World Go Round. Part V. Advertising Makes The World Go Round.


installmentinstallment

Example:Example: The novel will appear in The novel will appear in installmentsinstallments..

—— 1) one of the parts of the story that appears as a series 1) one of the parts of the story that appears as a series in a magazine, newspaper, movie etc. in a magazine, newspaper, movie etc. (( 连载故事的连载故事的 )) 一部一部

分分 ; (; ( 系列电影的系列电影的 )) 一一集集 // 部部

As the concluding installmentinstallment of Prison Break is getting

televised in May, enthusiasts of the series were sad to leave

its stars — Michael, Lincoln, and many others.

Translate:Translate:—— 2) If you pay for something in installments, you pay 2) If you pay for something in installments, you pay small sums of money at regular intervals over a period of small sums of money at regular intervals over a period of time, rather than paying the whole amount at once.time, rather than paying the whole amount at once.

(( 分期付款的分期付款的 )) 一一期期Example:Example:

We just paid We just paid the lastthe last installment installment of our car loan.of our car loan.

Translate:Translate: I bought a digital camera on the 12-month interest-free I bought a digital camera on the 12-month interest-free installment planinstallment plan with my credit card. with my credit card.

分期付款购物法分期付款购物法


obsessobsess

Example:Example: Successful students sometimes become so Successful students sometimes become so obsessed obsessed withwith grades that they never enjoy their school years. grades that they never enjoy their school years. He He is obsessed withis obsessed with the idea of making big money. the idea of making big money.

—— 1) 1) be obsessed withbe obsessed with think about sth./sb. all the time and think about sth./sb. all the time and cannot think of anything elsecannot think of anything else

—— 2) 2) obsess over/aboutobsess over/about think about sth./sb. than is think about sth./sb. than is necessary or sensible necessary or sensible 过分担心过分担心 // 忧虑忧虑

一心想着一心想着 // 老想着老想着 (( 某某事事 ); (); ( 某某事事 )) 困扰困扰 // 烦扰烦扰 (( 某人某人 ))

Example:Example: Stop Stop obsessing aboutobsessing about weight. You look fine. weight. You look fine.

The fear of unemployment The fear of unemployment obsessedobsessed her. her.


obsession [n.]obsession [n.]DerivativeDerivative::

Translate:Translate: She would try to forget her obsessionobsession with Paul. 95% of patients know their obsessionsobsessions are irrational.

一心想着、迷念一心想着、迷念

担心、忧虑担心、忧虑

DerivativeDerivative::

obsessive [adj.]obsessive [adj.]

Translate:Translate: I tend to be a little obsessive about obsessive about cleaning.

我有点过分讲究干净。我有点过分讲究干净。

* an obsessive-compulsiveobsessive-compulsive person有强迫症的人有强迫症的人


subtlesubtle

Example:Example: Have you noticed the Have you noticed the subtle subtle changes in her tonechanges in her tone/expression/psychology?/expression/psychology? Some of the Some of the subtletiessubtleties of the language were lost in of the language were lost in translation. translation.

—— 1) not easy to notice or understand unless you pay 1) not easy to notice or understand unless you pay careful attentioncareful attention 细微的细微的 ;; 微妙微妙

的的

subtlety [n.]subtlety [n.]


subtlesubtle

—— 1) not easy to notice or understand unless you pay 1) not easy to notice or understand unless you pay careful attentioncareful attention

—— 2) a subtle person, plan, method etc. skillfully hides 2) a subtle person, plan, method etc. skillfully hides what really want or intend to do or does it in a very what really want or intend to do or does it in a very indirect indirect way way

细微的细微的 ;; 微妙微妙的的

Example:Example: Lynn was able to influence her superiors in Lynn was able to influence her superiors in subtlesubtle ways. ways.

含蓄的，隐晦的；巧妙狡猾的含蓄的，隐晦的；巧妙狡猾的

—— 3) very smart about noticing and understanding things3) very smart about noticing and understanding things

敏锐的；有辨别力的敏锐的；有辨别力的Example:Example: a a subtlesubtle mind mind a a subtlesubtle observer observer

敏锐的头脑敏锐的头脑敏锐的观察者敏锐的观察者

— Text C

Expo Shanghai 2010

Unit 6



Part I. (Para.1)Part I. (Para.1) History and The Present Status of History and The Present Status of The World Expos The World Expos

Part II. (Para.2)Part II. (Para.2) How did China win the opportunity How did China win the opportunity to hold the 2010 World Expo? to hold the 2010 World Expo?

Part III. (Para.3-8)Part III. (Para.3-8) What will China give in return What will China give in return to the world at the 2010 Expo?to the world at the 2010 Expo?


inspirationinspiration

Example:Example: Edison had great Edison had great faith in progress and faith in progress and industry, and valued industry, and valued long, hard work. He long, hard work. He used to say, “Genius is used to say, “Genius is one percent one percent inspirationinspiration and ninety-nine percent and ninety-nine percent perspiration.”perspiration.”

—— 1) a sudden good idea about what you should do or say1) a sudden good idea about what you should do or say


inspirationinspiration

—— 1) a sudden good idea about what you should do or say1) a sudden good idea about what you should do or say

Example:Example: Turner uses his childhood in rural Alabama as the Turner uses his childhood in rural Alabama as the inspirationinspiration for for his stories.his stories.

—— 2) the source of ideas2) the source of ideas

—— 33) a feeling of encouragement that you get from ) a feeling of encouragement that you get from someone or somethingsomeone or something

Example:Example: Powell's unusual journey to high office is Powell's unusual journey to high office is an inspirationan inspiration to to millions.millions.

inspiration for sth. inspiration for sth.

be anbe an inspiration to sb.inspiration to sb.


disseminate disseminate — — [Formal] to spread information, ideas etc. to as many [Formal] to spread information, ideas etc. to as many people as possible, especially in order to influence thempeople as possible, especially in order to influence them

Example:Example: disseminatedisseminate rumors rumors disseminatedisseminate Buddhism Buddhism Racist messages are being widely Racist messages are being widely disseminateddisseminated via the via the Internet.Internet.

Translate:Translate: We should We should disseminatedisseminate science and promote the scientific science and promote the scientific spirit.spirit.

散布谣言散布谣言传播佛教传播佛教

We should carry forward andWe should carry forward and disseminatedisseminate the Olympic spirit. the Olympic spirit.

普及科学知识，弘扬科学精神。普及科学知识，弘扬科学精神。

弘扬和传播奥林匹克精神弘扬和传播奥林匹克精神


endeavor endeavor [FORMAL][FORMAL]

Example:Example: we we endeavor toendeavor to make our customers satisfied. make our customers satisfied.

—— 2) [n.] an attempt to do something, especially something 2) [n.] an attempt to do something, especially something new or originalnew or original

Example:Example: His latest His latest endeavorendeavor is a Chinese restaurant in the is a Chinese restaurant in the Beacon Hill neighborhood.Beacon Hill neighborhood.

—— 33) [n.] efforts or activities that have a useful purpose) [n.] efforts or activities that have a useful purpose Example:Example: He’s an expert in that field of He’s an expert in that field of endeavorendeavor..

—— 1) [v.]1) [v.] endeavor to do sth.endeavor to do sth. try very hard to do sth.try very hard to do sth.

尝试，努力尝试，努力

活动，努力活动，努力

尽力，竭力尽力，竭力


endeavor endeavor [FORMAL][FORMAL]

Translate:Translate: Soon nearly Soon nearly every area of human endeavorevery area of human endeavor will be will be dominated by the computer chip.dominated by the computer chip.

不久，不久，人类活动的方方面面人类活动的方方面面几乎都将受到电脑几乎都将受到电脑芯片的支配。芯片的支配。


epitomize epitomize [v.][v.] —— [v.] to be a very typical example of sth[v.] to be a very typical example of sth

Example:Example: Perfume Perfume epitomizesepitomizes France. France.

Translate:Translate: If the Bund represents Shanghai's past, the Pudong New If the Bund represents Shanghai's past, the Pudong New Area on the other side of Huangpu River Area on the other side of Huangpu River epitomizesepitomizes Shanghai's bright and bustling future.Shanghai's bright and bustling future.

DerivativeDerivative::

epitome [n.]epitome [n.]

Translate:Translate: T-shirts, T-shirts, the epitomethe epitome of of American casualness, have moved American casualness, have moved upscale.upscale.

the epitome of sth.the epitome of sth. — — the typical example of sth.the typical example of sth.

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Unit 6 Advertising & Promotion