Unit4 Part Three（课件）-《商务英语》同步教学（北京邮电大学出版社）

Unit 4 Products 目录 CONTENT Starting-up Part One Reading and Critical Thinking Part Three Listening and Speaking Part Two Grammar Part Four Project Part Six Practical Writing Part Five Part Three Reading and Critical Thinking Reading and Critical Thinking Section A Intensive Reading Product Placement 1 In marketing, there are a lot of different strategies that can help sell products. Product placement is a marketing strategy that subtly advertises a product and can be very effective in increasing sales. If you work in marketing, product placement is a valuable marketing tool to understand and make use of. 2 Imagine this scene in a film: the hero is drinking a bottle of Pepsi as the bad guys are driving by disguised as delivery men. The hero leaps into his sports car and gives chase. The bad guys finally crash their Federal Express delivery truck into a Starbucks coffee house. There is a reason why the hero was drinking Pepsi, the bad guys were driving a Federal Express truck and the scene of the crash was a Starbucks coffee shop. And the reason is called product placement. Reading and Critical Thinking 3 Product placement is an advertising technique in which companies pay a substantial fee in exchange for prominent display of their products. It is primarily used in the fi lm industry, but has extended to other entertainment venues like TV shows, video games, and new media such as the online virtual world, Second Life. 4 Product placement is different from traditional advertising. When we see ads in newspapers, on posters or TV commercials, we know that we are being sold to. These ads try to persuade us to buy. Some succeed. However, most of us don’t trust advertisements of this type. We skip them. 5 Product placement approaches us in a more “natural” way and creative way. When we watch TV, we connect with it. We become engaged with what happens to the characters in our favourite shows, what they do, how they behave. In fa