Unit 2（课件）- 《智学商务英语视听说教程4》同步教学（大连理工版）

Advertisement Unit 2 1 Advertisement Learning Objectives After completing this unit, you should be able to: · learn useful phrases about types of advertisement; · know how to ask and answer questions about advertising; · learn about the cultural connotation of commercial ads. Unit 2 2 Western Dining Watch the video about creative advertisements and discuss the following questions. (1) Nearly every advertisement has an objective behind it. What’s it? 　　Purina (dog and cat food). (2) Advertisements tend to appeal to the emotions of consumers by giving them an implicit reason for consuming their brand. What emotion does it evoke? 　　Keep loving. Part Ⅰ Warm-up 3 　　Directions: In the following two tasks, you are going to hear two dialogues about above the line (ATL) advertising and two ads. You are required to complete the exercises. specialty store 专卖店 affiliate website 会员加盟型网站 set... apart from... 使……不一样 Centennial Hall (波兰）百年厅 Tchaikovsky 柴可夫斯基 Royal Academy of Dance (英国)皇家舞蹈学院 Symphony Orchestra 交响乐团 web property 网站属性 ethos n. 道之以信 pathos n. 动之以情 endorsement n. 代言 testimonial n. 推荐，称赞 ADA 美国牙科协会 whitening strip美白牙 enamel n. 珐琅质 logos n. 晓之以理 pomegranate n. 石榴 antioxidant n. 抗氧化剂 burly adj Part Ⅱ Subtopic 1 — Above the Line Advertising 4 In the first part, Daniel is discussing the marketing strategy with his colleague, Beth. In the second part, there are two commercial ads. Listen and choose the best answer to each question you hear. Marketing Strategy A: Daniel B: Beth (1) A. Product. B. Promotion. C. Target market. D. Promotion. (2)A. Price, Promotion, Product, and Place. B. People, Promotion, Place, and Productivity. C. Price, Process, Promotion, and Place. D. People, Physical Evidence, Product, and Productivity. C A Part Ⅱ Subtopic 1 — Above the Line Advertising 5 (3) A. Because the price in specialty store is inexpensive. B. Because the price of their prod