Unit 6 Advertising Appeals-Image Personality 广告诉求一形象和性格 √Learning objectives 1.In this unit students will learn words and expressions related to advertising. 2.Students will be able to discuss different types of advertising appeals and the importance of image and personality to a product. Background reading Notes: 1.promotional mix宣传组合， 2. identified sponsor可确认的出资人 3. publicity 媒体介绍 4. public relations公共关系 5.personal selling人员推销 6. sales promotion产品促销 7. fadefade (away)disappear gradually (from sight,hearing,memory,etc); become instinct 8.upkeep upkeep (cost or means of)keeping sth in good condition and repair:maintenance 9. word of mouth口碑 10.Pompeii Ancient city of Campania,Italy,14 miles(23 km)southeast of Naples,at the southeastern base of Mount Vesuvius. ll.advertising agency广告代理 I2.broker经纪人broker person who buys and sells things(eg shares in a business)for others 13.take over The firm has been taken over by an American conglomerate. l4.street furniture街头特有的景物，如电线杆、路灯柱、书报摊、公共电话 亭、长椅、巴士候车亭、垃圾箱等 l5.flier小张广告传单small advertising leaflet that is widely distributed 16.web banner网上横额广告 17.skywriting飞机放烟组成的空中文字（通常为宣传） I8.town crier(I旧时)街头公告员（受雇在公共场所宣读公告的人） 19.diaper(婴儿)尿布 20.streaming网络串流 2l.covert隐蔽的；不公开的concealed;not open 22.product placement产品置入 23.Super Bowl美式橄榄球决赛Super Bowl is the championship game of the
Unit 6 Advertising Appeals—Image & Personality 广告诉求—形象和性格 3 Learning objectives 1. In this unit students will learn words and expressions related to advertising. 2. Students will be able to discuss different types of advertising appeals and the importance of image and personality to a product. Background reading Notes: 1. promotional mix 宣传组合， 2. identified sponsor 可确认的出资人 3. publicity 媒体介绍 4. public relations 公共关系 5. personal selling 人员推销 6. sales promotion 产品促销 7. fade 退色 fade (away) disappear gradually (from sight, hearing, memory, etc); become instinct 8. upkeep 保养 upkeep (cost or means of) keeping sth in good condition and repair; maintenance 9. word of mouth 口碑 10. Pompeii 庞贝 Ancient city of Campania, Italy, 14 miles (23 km) southeast of Naples, at the southeastern base of Mount Vesuvius. 11. advertising agency 广告代理 12. broker 经纪人 broker person who buys and sells things (eg shares in a business) for others 13. take over 接收 The firm has been taken over by an American conglomerate. 14. street furniture 街头特有的景物，如电线杆、路灯柱、书报摊、公共 电话 亭、长椅、巴士候车亭、垃圾箱等 15. flier 小张广告传单 small advertising leaflet that is widely distributed 16. web banner 网上横额广告 17. skywriting 飞机放烟组成的空中文字（通常为宣传） 18. town crier （旧时）街头公告员（受雇在公共场所宣读公告的人） 19. diaper (婴儿)尿布 20. streaming 网络串流 21. covert 隐蔽的；不公开的 concealed; not open 22. product placement 产品置入 23. Super Bowl 美式橄榄球决赛 Super Bowl is the championship game of the 1
major professional football league in the US with 28 teams,played between the champions of the American Football Conference and National Football Conference at a neutral site each January;it is the culmination of the National Football League playoffs. 24.TV spot电视时段spot place for an individual item of entertainment,.espa short regular one,in a television,radio or theatre show 25.unsolicited主动提供或送出的；未经请求的given or sent voluntarily;not asked for 26.in bulk大量in large amount 27.spam垃圾邮件 Answers to comprehension questions: 1.Generally speaking,advertising is the paid promotion of goods,services, companies and ideas by an identified sponsor.Marketers see advertising as part of an overall promotional strategy. 2.In ancient times--'word of mouth';in Pompeii--commercial messages and election campaign displays;in the 15th and 16th century--beginning of modern advertising;in the 17th century--advertisements in weekly newspapers in England, popularity of advertising;the 19th century--the first advertising agency for ad space in newspapers;in the 20th century--advertising agencies for the content;in the early-20th century--a ghost ad such as advertisements painted on the side of buildings. 3.pros-customers can know the information about the products and services at a low cost;ads in newspapers and magazines can reach a larger group of people than other media; 4.cons-sometimes,too much space in newspapers and magazines is taken up by ads 5.No.Radio is not a good choice since many people don't listen to the radio nowadays.TV is most effective as the majority of people are TV viewers.The effectiveness of Web is between those of radio and TV,since more and more people are Web surfers. Translation of background reading 广告是什么？ 定义 通常来说，广告是付费宣传某些产品、服务、公司或者观念的一种方式，是 由一个可确认的出资人发起的。营销人通常视广告为其整体宣传战略的一个组成 部分。宣传组合的构成包括媒体介绍、公共关系、人员推销和产品促销等。 历史 在二十世纪初的美国，经常可以看到画在建筑物侧面的广告。这种广告做法 由于缺少维护会褪色，成为了一种“花脸”广告。古代最常见的广告形式是“口 碑”。然而在庞贝古城遗址上，人们发现了商业信息和选举宣传展示。在15到 2
major professional football league in the US with 28 teams, played between the champions of the American Football Conference and National Football Conference at a neutral site each January; it is the culmination of the National Football League playoffs. 24. TV spot 电视时段 spot place for an individual item of entertainment, esp a short regular one, in a television, radio or theatre show 25. unsolicited 主动提供或送出的；未经请求的 given or sent voluntarily; not asked for 26. in bulk 大量 in large amount 27. spam 垃圾邮件 Answers to comprehension questions: 1. Generally speaking, advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. 2. In ancient times-- 'word of mouth'; in Pompeii-- commercial messages and election campaign displays; in the 15th and 16th century-- beginning of modern advertising; in the 17th century-- advertisements in weekly newspapers in England, popularity of advertising; the 19th century-- the first advertising agency for ad space in newspapers; in the 20th century-- advertising agencies for the content; in the early-20th century-- a ghost ad such as advertisements painted on the side of buildings. 3. pros—customers can know the information about the products and services at a low cost; ads in newspapers and magazines can reach a larger group of people than other media; 4. cons—sometimes, too much space in newspapers and magazines is taken up by ads 5. No. Radio is not a good choice since many people don’t listen to the radio nowadays. TV is most effective as the majority of people are TV viewers. The effectiveness of Web is between those of radio and TV, since more and more people are Web surfers. Translation of background reading 广告是什么？ 定义 通常来说，广告是付费宣传某些产品、服务、公司或者观念的一种方式，是 由一个可确认的出资人发起的。营销人通常视广告为其整体宣传战略的一个组成 部分。宣传组合的构成包括媒体介绍、公共关系、人员推销和产品促销等。 历史 在二十世纪初的美国，经常可以看到画在建筑物侧面的广告。这种广告做法 由于缺少维护会褪色，成为了一种“花脸”广告。古代最常见的广告形式是“口 碑”。然而在庞贝古城遗址上，人们发现了商业信息和选举宣传展示。在 15 到 2
16世纪，随着印刷术的发明，人类朝着现代广告迈出了第一步。17世纪，广告 开始在英国的周报上出现，在随后的一个世纪里，广告开设流行。 19世纪，随着经济的扩张，对广告的需求也同步增长。1843年，Volney Palmer 在费城建立了第一家广告代理。起初，广告代理只是推销报纸广告空间的经纪人， 但到了20世纪，广告代理也开始承办广告的内容。 媒介 商业广告媒体包括广告牌、街边设施组件、印刷传单、广播、电影，以及电 视广告、网页横标、网页弹窗、空中书写、车站广告牌、杂志、报纸、街头叫卖、 巴士车体、出租车门、屋顶海报、音乐舞台展示、一次性尿布的橡皮圈、超市里 苹果上的标签、流动音视频的开端、入场券的背面和超市收据。凡是由一个可确 认的出资人付费用媒体传播其信息的地方，都可称为广告。隐藏在其他娱乐媒体 中的广告被称为产品投放。 电视广告通常被认为是最有效的大众市场广告形式，这反映在电视网收取的 高额的广告费上。每年一度的美国超级橄榄决赛间插播的商业广告，广为人知， 名气似乎胜于比赛本身：一段30秒钟的电视广告的平均费用高达230万美元 (2004年)。 在互联网上发布广告是近年来的现象。网页上广告空间的收费取决于网页周 边内容的“关联性”。邮件广告是另一种新近现象。非所求的大量电子邮件广告 名为垃圾邮件。一条信息被视为垃圾邮件是因为它是非所求的，大量出现。 Part A First listening:listen for the gist How fast did online advertising expand in Britain in 2005? One is about the increase of the online ad spending in the U.K in 2005 and four factors attributing the growth in online spending. What is the main idea of news item two? Samsung India launched its "biggest-ever"channel promotion Samsung Power of 3 for the third quarter of 2005 for rewarding system integrators across the country. Samsung has packaged its color monitors,HDD and OMS products in bundles. Second listening:listen for specific information In this part the teacher has great freedom and flexibility to ask students questions,to clarify any difficult language points,to add in supplementary materials as background knowledge or in-depth understanding of the listening materials. Notice the rules that apply to electronic marketing The Internet is connecting advertisers and marketers to customers from Boston to Bali with text,interactive graphics,video and audio.Many of the same rules that apply to other forms of advertising apply to electronic marketing.These rules and guidelines protect businesses and consumers and help maintain the credibility of the Internet as an advertising medium.Here is an overview of some of the laws it enforces. --Advertising must tell the truth and not mislead consumers --Claims must be substantiated. 3
16 世纪，随着印刷术的发明，人类朝着现代广告迈出了第一步。17 世纪，广告 开始在英国的周报上出现，在随后的一个世纪里，广告开设流行。 19 世纪，随着经济的扩张，对广告的需求也同步增长。1843 年，Volney Palmer 在费城建立了第一家广告代理。起初，广告代理只是推销报纸广告空间的经纪人， 但到了 20 世纪，广告代理也开始承办广告的内容。 媒介 商业广告媒体包括广告牌、街边设施组件、印刷传单、广播、电影，以及电 视广告、网页横标、网页弹窗、空中书写、车站广告牌、杂志、报纸、街头叫卖、 巴士车体、出租车门、屋顶海报、音乐舞台展示、一次性尿布的橡皮圈、超市里 苹果上的标签、流动音视频的开端、入场券的背面和超市收据。凡是由一个可确 认的出资人付费用媒体传播其信息的地方，都可称为广告。隐藏在其他娱乐媒体 中的广告被称为产品投放。 电视广告通常被认为是最有效的大众市场广告形式，这反映在电视网收取的 高额的广告费上。每年一度的美国超级橄榄决赛间插播的商业广告，广为人知， 名气似乎胜于比赛本身：一段 30 秒钟的电视广告的平均费用高达 230 万美元 （2004 年）。 在互联网上发布广告是近年来的现象。网页上广告空间的收费取决于网页周 边内容的“关联性”。邮件广告是另一种新近现象。非所求的大量电子邮件广告 名为垃圾邮件。一条信息被视为垃圾邮件是因为它是非所求的，大量出现。 Part A First listening: listen for the gist How fast did online advertising expand in Britain in 2005? One is about the increase of the online ad spending in the U.K in 2005 and four factors attributing the growth in online spending. What is the main idea of news item two? Samsung India launched its "biggest-ever" channel promotion Samsung Power of 3 for the third quarter of 2005 for rewarding system integrators across the country. Samsung has packaged its color monitors, HDD and OMS products in bundles. Second listening: listen for specific information In this part the teacher has great freedom and flexibility to ask students questions, to clarify any difficult language points, to add in supplementary materials as background knowledge or in-depth understanding of the listening materials. Notice the rules that apply to electronic marketing. The Internet is connecting advertisers and marketers to customers from Boston to Bali with text, interactive graphics, video and audio. Many of the same rules that apply to other forms of advertising apply to electronic marketing. These rules and guidelines protect businesses and consumers and help maintain the credibility of the Internet as an advertising medium. Here is an overview of some of the laws it enforces. --Advertising must tell the truth and not mislead consumers -- Claims must be substantiated. 3
(For teacher's reference:A representation,omission or practice is deceptive if it is likely to mislead consumers and affect consumers'behavior or decisions about the product or service.An act or practice is unfair if the injury it causes,or is likely to cause,is substantial not outweighed by other benefits and not reasonably avoidable.In addition,claims must be substantiated,especially when they concern health,safety,or performance.The type of evidence may depend on the product,the claims,and what experts believe necessary.If your ad specifies a certain level of support for a claim- "tests show X"-you must have at least that level of support). Notice different terms relating to promotion. Definition of Promotion: Promotion keeps the product in the minds of the customer and helps stimulate demand for the product.Promotion involves ongoing advertising and publicity (mention in the press).The ongoing activities of advertising,sales and public relations are often considered aspects of promotions. Definition of Public Relations Public relations includes ongoing activities to ensure the company has a strong public image.Public relations activities include helping the public to understand the company and its products.Often,public relations are conducted through the media, that is,newspapers,television,magazines,etc.As noted above,public relations is often considered as one of the primary activities included in promotions. Definition of Publicity: Publicity is mention in the media.Organizations usually have little control over the message in the media,at least,not as they do in advertising.Regarding publicity, reporters and writers decide what will be said. Definition of Sales: Sales involves most or many of the following activities,including cultivating prospective buyers (or leads)in a market segment;conveying the features,advantages and benefits of a product or service to the lead;and closing the sale (or coming to agreement on pricing and services). Ask students to fill in the blanks with missing information in news item one.Compare answers. Ask students to do True (T)or False (F)questions for news item two.Compare answers.Explain why it is true or false. Third listening:sentences imitation Ask students to use the following active vocabularies to form sentences as what they have heard from listening(Dictate then remember). Please first write down the following words on the blackboard or computer.Then ask students to listen for sentences with these words in them.You ask them to listen two times and see who has caught more sentences. 1.Online advertising revenues--Online advertising revenues in the United Kingdom 4
(For teacher’s reference: A representation, omission or practice is deceptive if it is likely to mislead consumers and affect consumers' behavior or decisions about the product or service. An act or practice is unfair if the injury it causes, or is likely to cause, is substantial not outweighed by other benefits and not reasonably avoidable. In addition, claims must be substantiated, especially when they concern health, safety, or performance. The type of evidence may depend on the product, the claims, and what experts believe necessary. If your ad specifies a certain level of support for a claim - "tests show X" - you must have at least that level of support). Notice different terms relating to promotion. Definition of Promotion: Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions. Definition of Public Relations Public relations includes ongoing activities to ensure the company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions. Definition of Publicity: Publicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as they do in advertising. Regarding publicity, reporters and writers decide what will be said. Definition of Sales: Sales involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale (or coming to agreement on pricing and services). Ask students to fill in the blanks with missing information in news item one. Compare answers. Ask students to do True (T) or False (F) questions for news item two. Compare answers. Explain why it is true or false. Third listening: sentences imitation Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember). Please first write down the following words on the blackboard or computer. Then ask students to listen for sentences with these words in them. You ask them to listen two times and see who has caught more sentences. 1. Online advertising revenues--Online advertising revenues in the United Kingdom 4
increased by 62.3 percent in the first half of 2005 over the same period last year, 2.Uptake--The uptake equaled a 62.3 percent increase over the first half of 2004. 3.Equal--In 2003,the total ad spending for the year equaled 407.8 million ($715.9 million),less than what was brought in during the six-month period between January and June of this year. 4.broadband penetration--An increase in broadband penetration,rich media,media consumption and an online retail boom all drove the shift of ad spending to the Web. 5.climb to--The online ad spend climbed to f490.8 million ($861 million)in the first six months of this year,exceeding previous estimates for the period. 6. account for--Online rose to account for 5.8 percent of the market,surpassing outdoor advertising,which accounts for 5.1 percent of the total ad spend in the U.K. 7.overtake--Previous IAB U.K.estimates expected online to overtake outdoor by mid-2006. 8.drive the shift of--An increase in broadband penetration,rich media,media consumption and an online retail boom all drove the shift of ad spending to the Web. 9.compile--The IAB U.K.report was compiled from a survey of 75 companies representing thousands of Web sites. 10.be valid on--This program is to reward system integrators across the country and is valid on all Samsung color monitor,HDD and OMS products purchases made by SI partners. 11.apart from--Apart from these,gifts include Maruti Omni,54-inch projection TVs. 29-inch DNIe TVs,Samsung 1.5 T split AC,Samsung frost-free refrigerators, motor cycles,mobiles and Titan watches. 12.as part of--As part of the scheme,Samsung has packaged its color monitors, HDD and OMS products in bundles. 13.on the basis of--to be given to the SI Partner on the basis of a lucky draw to be announced within a fortnight of the closing date of participation. 14.strengthen relationship with--Samsung Power of 3 Program is a strong tool to help us grow our business and strengthen our relationship with the SI partners. Part B First listening:listen for the gist What makes advertising copywriting effective today? This famous advertising copywriter first talks about his involvement in this business. Also,he makes a comparison between writing and copy and writing other kinds of factual copy.Next he explains the striking characteristics needed by advertising copywriter and how should a copywriter write.At last,he gives suggestions on the improvement of copywriters'skills. Second listening:listen for specific information Since Part B is a long interview,the teacher can ask students to listen to it in four 5
increased by 62.3 percent in the first half of 2005 over the same period last year, 2. Uptake--The uptake equaled a 62.3 percent increase over the first half of 2004. 3. Equal--In 2003, the total ad spending for the year equaled ￡407.8 million ($715.9 million), less than what was brought in during the six-month period between January and June of this year. 4. broadband penetration --An increase in broadband penetration, rich media, media consumption and an online retail boom all drove the shift of ad spending to the Web. 5. climb to-- The online ad spend climbed to £490.8 million ($861 million) in the first six months of this year, exceeding previous estimates for the period. 6. account for-- Online rose to account for 5.8 percent of the market, surpassing outdoor advertising, which accounts for 5.1 percent of the total ad spend in the U.K. 7. overtake-- Previous IAB U.K. estimates expected online to overtake outdoor by mid-2006. 8. drive the shift of-- An increase in broadband penetration, rich media, media consumption and an online retail boom all drove the shift of ad spending to the Web. 9. compile-- The IAB U.K. report was compiled from a survey of 75 companies representing thousands of Web sites. 10. be valid on-- This program is to reward system integrators across the country and is valid on all Samsung color monitor, HDD and OMS products purchases made by SI partners. 11. apart from-- Apart from these, gifts include Maruti Omni, 54-inch projection TVs, 29-inch DNIe TVs, Samsung 1.5 T split AC, Samsung frost-free refrigerators, motor cycles, mobiles and Titan watches. 12. as part of-- As part of the scheme, Samsung has packaged its color monitors, HDD and OMS products in bundles. 13. on the basis of-- to be given to the SI Partner on the basis of a lucky draw to be announced within a fortnight of the closing date of participation. 14. strengthen relationship with-- Samsung Power of 3 Program is a strong tool to help us grow our business and strengthen our relationship with the SI partners. Part B First listening: listen for the gist What makes advertising copywriting effective today? This famous advertising copywriter first talks about his involvement in this business. Also, he makes a comparison between writing and copy and writing other kinds of factual copy. Next he explains the striking characteristics needed by advertising copywriter and how should a copywriter write. At last, he gives suggestions on the improvement of copywriters’ skills. Second listening: listen for specific information Since Part B is a long interview, the teacher can ask students to listen to it in four 5