Unit 6 AdvertisingSession 1

Lead-inSection I

(1) Lets make things better. (2) Good to the last drop.

Match the advertising slogans with corresponding products. Task 1

(3) Intelligence everywhere. (4) The relentless pursuit of perfection.

Task 1

(5) To me, the past is black and white, but the future is always color.

(6) We lead. Others copy. Task 1

Task 1(7) The new digital era.

More and More English learners are eager to get a satisfying dictionary.

It is regarded as one of the greatest of its kind.Task 2 A new Chinese-English Dictionary is published. It will be on sale in October. You can buy it in all Xinhua Bookstores in Changsha. It takes over thirty experts several years to finish this dictionary. It contains 1 000 000 words.

ReadingSection

Advertising today is a large business. It is a popular means used in almost all aspects of life. Advertisers devote themselves to advertising campaign for different purposes. With many functions, advertising has become the most important part of brand-building process. As the most effective information carrier, advertising can not be successful without support of media means. Introductory Remarks

1 Before you read, work in pairs and discuss the following questions.

(1) What is your understanding of advertising? (2) What role do you think advertising plays in our life? Warm-up Discussion

Every day when we watch TV or read a newspaper, we come across advertisements. Advertising is a form of communication used to help sell products and services. Typically, it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer(1). Meantime, advertising does attempt to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production* in the late 19th and early 20th centuries.

Advertising

Advertising means different things to different people. To the CEO* of a multinational corporation, like Pepsi, advertising is an essential marketing tool that helps create brand awareness and loyalty and stimulates* consumption. To the owner of a small retail shop, advertising is a way to bring people into the store. Advertising today is a large business. It is both an industry in itself and a tool used by a wide range of people. Advertising is widespread because it serves a necessary purpose. It is not just a force for commercial organizations and large-scale industry, it is also a tool of theirs, and of individuals(2). It is a method used in all aspects of life in our society, for the following purposes:

For commercial business, to sell goods and services.By the central government, to inform the public.By local authorities, to announce local services.For books, or travel, or education courses.By companies to announce their results or new ventures.For health care products or services.By individuals, to buy and sell personal goods.By political parties, to get more votes.

Advertising is an important part of the brand-building process for a company. And the role of advertising in communicating brand values is not reserved for big national or multinational companies like Pepsi Cola and Coca Cola(3). Marketers in companies and industries of all sizes recognize the need for advertising and are keen on investing in advertising and promotion as powerful competitive tools(4). Company leaders understand that good advertising and reputable brand promotion is the key to driving sales and building brand value and market share.

For every organization and every product or service, advertising tends to achieve a specific goal or objective. Generally, advertising is a method that achieves all, some or one of the following three major functions: Firstly, advertising has an informing function about organizations, about products and services, about the environment, the society, the trends and fashion in society and many more aspects of our life. Secondly, advertising provides the stimulus to viewers for them to engage in action (5) . This deals with the emotional dimension of the target audience, which concentrates on contacting and persuading the consumers rather than informing them (6).

The third function of advertising is to provide constant reminders and reinforcements* to produce the consumers desire(7). This is a particularly effective function in the long run* as reminders and reinforcements register in the consumers minds, becoming the base on which they shape their future decisions. Advertising is sometimes called a partnership, although some partners are more equal than others(8) .The media play a key role. It is crucial to take advantage of the vast range of media power that can assist the advertisers, such as (9) newspaper and magazines, TV, posters , radio, cinema, exhibitions, direct mails, telemarketing and the use of the telephone, and new electronic media such as the Internet.

There are many smaller media outlets besides these (10) . They provide the space, the instrument for the advertisers; they enable one to realize the complete advertising process. Of course, it is the media which receive the bulk of the expenditures. Advertising, in many senses, is an investment: in the power and effect of media space and media communication. The strengths of the media are the strengths of the advertising campaign*. It is important for the business advertising to involve with the media, to the largest possible extent(11) . Such involvement can not only help extend the social impact of products on the public, but can also help establish good relationships between products and the media(12).

Word studyText analysis 1) Typically, it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. Typically: generally representative of something; usuallyForms: more typically; most typically; less typically; least typicallye.g.: Doctors are typically hard-working people.TranslationParaphrase: Usually, advertising expresses relative information, including the name of the product or service and the advantages of that product or service for the consumer.

TranslationText analysis2) It is not just a force for commercial organizations and large-scale industry, it is also a tool of theirs, and of individuals.

It is not just..., it is also... is similar to it is not only... but also. Just here is used simply to emphasize.e.g.: It is not just farmers who are complaining. It is not just that farmers are complaining.Word studyParaphrase: It is not only a force for commercial organizations and large industry, it is also a tool of theirs, and a tool of everyone of us.

Word studyText analysis3) And the role of advertising in communicating brand values is not reserved for big national or multinational companies like Pepsi Cola and Coca Cola.

Be reserved for: put aside or keep sth for a later occasion or special usee.g.: Beijing adopted a low price policy to the ticket sales for the 2008 Olympic Games and 14% of the cheapest tickets had been reserved for the countrys youth. Translation

Word studyText analysis4) Marketers in companies and industries of all sizes recognize the need for advertising and are keen on investing in advertising and promotion as powerful competitive tools.

be keen on: be fond of; devoted toe.g.: She is keen on sailing, very enthusiastic. Translation

Text analysis

5) Secondly, advertising provides the stimulus to viewers for them to engage in action.

stimulus: thing that produces a reaction in living things; thing that encourages or excites sb / sth to activity, greater effort, etc.e.g.: Her words of praise were a stimulus to work harder. TranslationWord study

Word studyText analysis6) This deals with the emotional dimension of the target audience, which concentrates on contacting and persuading the consumers rather than informing them.

concentrate on: focus (ones attention, effort, etc) exclusively and intensely on sth, not thinking about other less important thingse.g.: I cant concentrate on my report with all that noise going on.rather than: in preference to; in stead ofe.g.: Now photography is regarded more as art rather than a simple hobby. Translation

TranslationText analysis

7)The third function of advertising is to provide constant reminders and reinforcements to produce the consumers desire.

reinforcementsan act performed to strengthen approved behavior

Paraphrase: The third function of advertising is to remind and stimulate the customers constantly, causing them to produce the desire to purchase this product.Word study

Word studyText analysis

8) Advertising is sometimes called a partnership, and some partners are more equal than others.

equal: with no difference in status or ranke.g.: All men are equal in the sight of God. Translation

Word studyText analysis

9) It is crucial to take advantage of the vast range of media power that can assist the advertisers, such as:

crucial: extremely significant or importante.g.: The next step is crucial, if we lost it we lost all.take advantage of: to put to good usee.g.: He took full advantage of all his business opportunities. Translation

Text analysis

10) There are many smaller media outlets besides these.

Translation

Text analysis

11) It is important for the business advertising to involve with the media, to the largest possible extent.

to (some, what, such an, a certain) extent: to the degree specifiede.g.: The economic policy of a country influences not only its domestic economy but also international economy to some extent. I agree with you to a certain extent. TranslationAnalysis

Word studyText analysis12) Such involvement can not only help extend the social impact of products on the public, but can also help establish good relationships between products and media.

impact (on): strong impression or effect on sb / sthe.g.: The comments of the media made a great impact on the judgment of the case.Translation

1 To everyone in a free society, advertising is an essential marketing tool that helps create brand awareness and loyalty and stimulates demand. 2 Advertising today is both an industry in itself and a tool used by a wide range of people. 3 Advertising is widespread because it is a force for commercial organizations and large-scale industry, and also a tool of theirs and of individuals. 4 The role of advertising in communicating brand values is only reserved for big national or multinational companies. 5 The media has the widest exposure to the public and make a product or company the focus of public attention. Read the text again and decide if the following statements are true (T) or false (F).FFTTF

* *