Transcript Advertising Campaigns

Unit 6
Advertising Campaigns
 Preparation
 Listening-centered
activity
 Reading-centered
activity
主题词汇
 Commerce
trade
 Advertisement
Commerce trade
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Domestic trade
International trade
Foreign trade
Free-trade area
Commercial channels
Commercial transaction
Customs duty
Advertisement
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Aspects of ads
Best-selling
Analysis of products
Target audience
Dishonest or false claims
Moral issue
Listening-Centered Activities
listening 1
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Lower our prices
Masses of sofa beds
View on Sunday
At a price
Be packed with
Pull-out section
Listening 1
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Local papers
Sensitive skin
Take special care of
Contain a medicated ingredient
Leave… dry or tight
New tracks
Listening 2
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Design a restaurant primarily for children
Target its ad campaigns at children
Hook children
By the time
The exterior symbols of McDonald’s
Play in safety
A mix of different styles
Listening 2
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The hamburgers
The Trench fries
The milk shakes
Want repeat customers
Hold their annual birthday party
There is no mess for parents to clean up.
Advertising Claims
summary of the text
 The
passage discusses the
principles of making
advertisements, and introduces
six basic techniques.
Words, phrases and grammatical points
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A person unaware of advertising’s
influence on him is precisely the one
most vulnerable to the adman’s
attack.(l11-12)
“Precisely” has two meanings:
precisely
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Accurately and exactly精确地;确切地
例: Be here at precisely 4 o’clock.
恰恰,正是,恰好
例: That is precisely the reason.
Falsehood (L.21)
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The suffix “-hood” means ”the state or
time of being something”.
E.g. likelihood,manhood, brotherhood,
neighborhood, childhood, widowhood,
adulthood, girlhood, motherhood
But note that the use of the number
“twelve” makes the claim far more
believable than if it were taken out.
“more…than” 结构中,than-分句为省
略句.
 If-分句为虚拟语气。
 It指代the number “twelve” 。
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inhabitant n.
The city has ten million inhabitants.
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inhabit vt.
Inhabitation n.
Habitant n.
Inhabitable adj.
Habitat n.
belittle vt.
及物动词，用于正式的文体和场合。
 He
tends to belittle his own
achievements.
render vt.
及物动词，一般用于比较正式和庄重的场合。
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To render thanks
To render into Chinese
His fatness renders him lazy.
downright adj./adv.
一般用来形容坏的，虚假的，或令人讨厌
的事情。
This is a downright lie.
He is downright rude to me.
 Jeff’s just downright lazy.
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Modify v.
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Modifier
n.
Change:通用词，改变。
Alter :改变细节或外表。
Vary :表示转换，变易所致的变化和不同。
Modify:表示略加修饰。
Apt
adj.
Aptly
adv.
An apt answer
This shoe is apt to slip.
My sister is apt at language.
“Light-foot” was aptly named;we never
head him enter.
Hollow adj.
Hollow一词多义
A
water pipe is hollow.
 Hollow cheeks
 Give a hollow laugh
 Make hollow promises
Affirm
vt.
及物动词，比较正式用语。
The general affirmed the rumor s of an
attack.
 By submitting to male values, they
symbolically affirm male superiority.
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peer
vi./n.
注意区分peek vi.偷看，分开。
Vi. Peer at/across/through
 N.
同等的人
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Delight in = take delight in
 They
seem to delight in keeping
everyone waiting.
Pride oneself on something
Linda prides herself on her ability to
speak six languages.
 The school prides itself on its excellent
basketball team.
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精彩表达
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Immunity to advertising
Native inhabitant of consumer land
A bunch of lies
Play a minor supporting role
Dramatic effect
Work below the level of conscious awareness
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The one most vulnerable to the
adman’a attack
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Harmless nonsense
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Render defenseless
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Advertising claims
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Persuasive techniques
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Downright lies
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Fall into category of
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Bold lies
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Balance on the narrow line between truth
and falsehood by a careful choice of words
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Parity product
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Avoid mentioning
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Alice-in-Wonderland
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At first glance
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Disintegrate into hollow meaningless on
analysis
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So what
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A mystery ingredient that sounds impressive
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Demand the as be withdrawn
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Flatter the consumer
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do what is right for you, no matter what
others do
After-Class reading
Passage 1 insights into advertising
Words,phrases and grammatical points
Coverage n.新闻报道
a. Television coverage of the mass meeting
b. CCTV gave the story extensive coverage
in the evening news.
Frugal
A
adj.
frugal housekeeper
 Be frugal of one’s time and
money
Infer
v.
e.g. Am I to infer from your
that you think I am a liar.
 Inference
n.
 Inferential adj.
words
Reliable
adj.
注意与reliant区分开。
 Reliably
adv.
 Reliability
n.
 I’m reliant on him because he is
reliable.
Reservation n.
Accept the plan with reservation
 Confirm the reservation
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Passage 2
Developing n advertising campaign
Words,phrases and grammatical points
Circulation n.
 A newspaper with a circulation of more
than one million
 He has a good circulation.
Execute v.
Execute sb’s commands
 Execute one’s purpose
 Execute s murderer
 The piano is badly executed.
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Direct at=direct to
This advertisement is directed mainly
at young consumers.
 Almost all of Luxun’s essays were
directed at the enemy.
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Passage 3
advertisement appreciation
Words,phrases and grammatical points
Melt v.
 melt away
 melt sth. Down
 Sugar melts in tea.
 Her heart melted with pity.
Shed
v.
Trees shed their leaves and flowers
shed their petals.
 Shed blood
 Shed clothes
 Shed happiness
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Break up
The ship was broken up for scrap
metal.
 The enemy ship broke up on the rocks.
 Break up a word into syllable.
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Execute v.
Execute sb’s commands
 Execute one’s purpose
 Execute s murderer
 The piano is badly executed.
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Execute v.
Execute sb’s commands
 Execute one’s purpose
 Execute s murderer
 The piano is badly executed.
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