Unit 9 Advertising（课件）- 《综合商务英语第2册》同步教学（人民大学版）

《综合商务英语 II》 Unit 9 L/O/G/O If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don’t let it worry you; nobody has ever built a brand by imitating somebody else’s advertising. --- David MacKenzie Ogilvy, father of advertising Welcome to the business world! Comprehensive Business English Book 2 Unit 9 Text A Role-play Text B Culture Tour 4 1 2 3 Contents 5 Case Study Text A Structure analysis Understanding Reproduction Text study New words and expressions Idea sharing Writing & Role play TEXT A Comprehensive Business English Book 2 Unit 9 Lead-in Q 1 Q 2 Q 3 Think of as many advertising media as possible for selling the goods. Describe the most impressive advertisement in your memory. Comprehensive Business English Book 2 Unit 9 What do you think is the key element for a successful advertising? Q1 Open question Comprehensive Business English Book 2 Unit 9 Q2 Television, Internet, newspapers, direct mail, magazines, radio, outdoor, cinema, mobile device advertising, leaflet, etc. Comprehensive Business English Book 2 Unit 9 Q3 Simplicity: A simple story, well told, is easily remembered. Too many cuts and complex stories create confusion and obscure your storyline. Relatable situations: Ads speak directly to the consumer and what they care about. Including situations and characters that viewers can relate to make it easier for viewers to engage and care about your advertising. Humor: Audience-appropriate humor is another hallmark of great ads. Age appropriate humor can uplift your audience’s spirits and contribute mightily to memorability. Branding: The best ads have strong branding by definition. An ad can’t be a strong ad if no one remembers that it’s for your brand. Comprehensive Business English Book 2 Unit 9 Text A Selecting Advertising Media Structure analysis Main body (Paras. 4-7) Choosing among Major