Unit 6 Advertising & Promotion

1. Unit 6 Advertising & Promotion — Text A Introduction to Advertising (I)

2. outline of the text Part I. What is advertising? Part II. Advertising as Branding. Part III. Advertising as Institution.

3. outline of the text Part I. What is advertising? 1. Is advertising a medium? 2. An instance to show what advertising is. • How to make a piece of ad more eye-catching? • What are the basic elements of print advertising? 3. Conclusion: What is advertising？ • A message from vendors/manufactures to consumers; • Intended to give information which will influence consumer’s choice; • Aimed at a known audience; • Paid for.

4. outline of the text Part II. Advertising as Branding Brand Identity is created by using the following elements: Sony Brand Identity 1. Brand Essence Dream is a mother of innovation. 2. Brand Slogan This is living. The next hip thing from Sony. 3. Brand Personality 4. Brand Values Sony Dream World: Platform of Personal Enjoyment

5. outline of the text Part III. Advertising as Institution An Advertising Company Account Department Creative Department Media Department (客户部) (媒介部) (创意部) Designer AD (Account Director) MD (Media Director) AD (Art Director) AM (Account Manager) MB (Media Buyer) CW (Copywriter) GH (Group Head) AE (Account Executive) MP (Media Planner) CD (Creative Director)

6. Key words, phrases & usages in one’s own right — without depending on anyone or anything else, with one’s own efforts, talents, identify etc. Example: She's a rich woman in her own right rather than by inheritance. Kate was the wife of a painter and an artist in her own right. 通过自己的努力 自己本身、本人 Translate: Although now a celebrity in his own right, actor Joe Redgrave knows the difficulties of living in the shadow of his famous older brother.

7. Key words, phrases & usages exotic — 1) coming from abroad Example: In English there are many exotic words, for example, “fiance” from French, “pizza” from Italian, or “Tofu”, “Kung fu” and “Confucius” from Chinese. — 2)unusual and exciting because of a connection with a foreign country Example: Possessing superb foreign facilities and being permeated with oversea romance, this holiday centre enables you to enjoy an exotic atmosphere.

8. Key words, phrases & usages slogan — a short easily remembered phrase used in advertising, politics etc. 口号/标语 Advertising Slogans: 1) Just do it. —Nike 想做就做。 2) Impossible is nothing. —Adidas 没有什么不可能。 3) Anything is possible. —Lining 一切皆有可能。 Logo（公司/组织的）标识/标志

9. Key words, phrases & usages slogan Logo More Advertising Slogans: 4) I'm lovin' it. —McDonald's 我就喜欢。 5) Always Coca Cola. —Coca Cola 永远的可口可乐。 6) The taste is great. —Nescafe 味道好极了。 7) Good to the last drop． —Maxwell Coffee 滴滴香浓，意犹未尽。

10. Key words, phrases & usages slogan More Advertising Slogans: 8) Connecting People. —Nokia 科技以人为本。 9) Intelligence everywhere. —Motorola 智慧演绎，无处不在。 10) No business too small, no problem too big. —IBM 没有不做的小生意，没有解决不了的大问题。 11) A diamond lasts forever. — De Bierres 钻石恒久远，一颗永流传。

11. Key words, phrases & usages slogan 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。

16. Unit 6 Advertising & Promotion — Text A Introduction to Advertising (II)

17. outline of the text Part IV. Advertising as Part of Our Culture Part V. Advertising Makes The World Go Round.

18. Key words, phrases & usages installment — 1) one of the parts of the story that appears as a series in a magazine, newspaper, movie etc. (连载故事的)一部分; (系列电影的)一集/部 Translate: Example: The novel will appear in installments. — 2) If you pay for something in installments, you pay small sums of money at regular intervals over a period of time, rather than paying the whole amount at once. As the concluding installment of Prison Break is getting televised in May, enthusiasts of the series were sad to leave its stars — Michael, Lincoln, and many others. (分期付款的)一期 Example: We just paid the lastinstallment of our car loan. Translate: I bought a digital camera on the 12-month interest-free installment plan with my credit card. 分期付款购物法

19. Key words, phrases & usages obsess — 1) be obsessed with think about sth./sb. all the time and cannot think of anything else 一心想着/老想着(某事); (某事)困扰/烦扰(某人) Example: Successful students sometimes become so obsessed with grades that they never enjoy their school years. He is obsessed with the idea of making big money. The fear of unemployment obsessed her. — 2) obsess over/about think about sth./sb. than is necessary or sensible 过分担心/忧虑 Example: Stop obsessing about weight. You look fine.

20. Key words, phrases & usages Derivative: obsession [n.] Translate: She would try to forget her obsession with Paul. 95% of patients know their obsessions are irrational. 一心想着、迷念 担心、忧虑 Derivative: obsessive [adj.] Translate: I tend to be a little obsessive about cleaning. 我有点过分讲究干净。 * an obsessive-compulsive person 有强迫症的人

21. Key words, phrases & usages subtle — 1) not easy to notice or understand unless you pay careful attention 细微的;微妙的 Example: Have you noticed the subtle changes in her tone /expression/psychology? Some of the subtleties of the language were lost in translation. subtlety [n.]

22. Key words, phrases & usages subtle — 1) not easy to notice or understand unless you pay careful attention 细微的;微妙的 — 2) a subtle person, plan, method etc. skillfully hides what really want or intend to do or does it in a very indirect way 含蓄的，隐晦的；巧妙狡猾的 Example: Lynn was able to influence her superiors in subtle ways. — 3) very smart about noticing and understanding things 敏锐的；有辨别力的 Example: a subtle mind a subtle observer 敏锐的头脑 敏锐的观察者

23. Unit 6 Advertising & Promotion — Text C Expo Shanghai 2010

24. outline of the text Part I. (Para.1) History and The Present Status of The World Expos Part II. (Para.2)How did China win the opportunity to hold the 2010 World Expo? Part III. (Para.3-8)What will China give in return to the world at the 2010 Expo?

25. Key words, phrases & usages inspiration — 1) a sudden good idea about what you should do or say Example: Edison had great faith in progress and industry, and valued long, hard work. He used to say, “Genius is one percent inspiration and ninety-nine percent perspiration.”

26. Key words, phrases & usages inspiration — 1) a sudden good idea about what you should do or say inspiration for sth. — 2) the source of ideas Example: Turner uses his childhood in rural Alabama as the inspirationfor his stories. — 3) a feeling of encouragement that you get from someone or something be aninspiration to sb. Example: Powell's unusual journey to high office is an inspirationto millions.

27. Key words, phrases & usages disseminate — [Formal] to spread information, ideas etc. to as many people as possible, especially in order to influence them Example: disseminate rumors disseminate Buddhism Racist messages are being widely disseminated via the Internet. 散布谣言 传播佛教 Translate: We should disseminate science and promote the scientific spirit. 普及科学知识，弘扬科学精神。 We should carry forward anddisseminate the Olympic spirit. 弘扬和传播奥林匹克精神

28. Key words, phrases & usages endeavor [FORMAL] — 1) [v.]endeavor to do sth.try very hard to do sth. Example: we endeavor to make our customers satisfied. 尽力，竭力 — 2) [n.] an attempt to do something, especially something new or original 尝试，努力 Example: His latest endeavor is a Chinese restaurant in the Beacon Hill neighborhood. — 3) [n.] efforts or activities that have a useful purpose 活动，努力 Example: He’s an expert in that field of endeavor.

29. Key words, phrases & usages endeavor [FORMAL] Translate: Soon nearly every area of human endeavor will be dominated by the computer chip. 不久，人类活动的方方面面几乎都将受到电脑芯片的支配。

30. Key words, phrases & usages epitomize [v.] — [v.] to be a very typical example of sth Example: Perfume epitomizes France. Translate: If the Bund represents Shanghai's past, the Pudong New Area on the other side of Huangpu River epitomizes Shanghai's bright and bustling future. Derivative: epitome [n.] the epitome of sth. — the typical example of sth. Translate: T-shirts, the epitomeof American casualness, have moved upscale.