Transcript 第七單元： Promoting a Product

Unit 7：Promoting a Product
推銷產品
What Language in Advertising？
Who?
A professor （教授）at the University of
Minnesota
What?
Research on how language influences
consumers in India
研究不同語言的廣告如何影響消費者
（1） Hindi （2）English
Why?
To find out whether these two languages
（goal） influence consumers in purchasing
different products or not.
是否有影響？
What Language in Advertising？
local companies
no influence
multinational
companies
(1) Hindi created a feeling of
closeness. 親切感
-every-day products
-eg. soap or toothpaste.
multinational
companies
(2) English made the product
seem more valuable.感覺更有價值
-luxury products 奢侈品
-eg. cars, watches, or chocolate
What Language in Advertising？
Conclusion
 It is worthwhile for
multinational companies to
think carefully about their
choice of language in India.
 國際公司值得花時間思考所
使用的語言。
 For some products, using the
local language may be
successful,
 but for others, it could mean
losing sales.
Vocabulary
(1) research (V/N)
研究（study）
(2) influence (V/N)
影響（affect）
a careful study of a subject
to affect 影響 how someone
behaves 行為 or thinks
(3) consumer (N)
someone who buys products
消費者（buyer）
(4) advertise (V)
廣告
to try to persuade 說服 people to
buy a product via TV or
newspapers
(5) local (adj)
當地的
only found in a particular area
只有在特定的地方找的到
Vocabulary 2
(6) multinational
(adj) 多國家的
several different countries
(7) luxury (N) 奢侈
-very expensive
-of the highest quality
最好的品質
(adj) luxurious
(8) conclude (V)
(N) conclusion
multi-很多的
nation 國家（country）
to decide something is true
after looking at all the facts
(9) worthwhile (adj) worth spending time, money
值得 (worth/ N) or effort 精力 on
Listening 聽力
P.103
 Lisa: how we should advertise our English summer camp?
 Miles: This year smaller budget 預算. . .
 We should focus on
專注於radio and web advertising.
Listening 聽力 2
P.103
 Lisa: So no more
newspaper ads?
 Miles: Report 報導…
showed 顯示 that most (of
our customers) heard about
the camp on the radio or
saw it online.
 Lisa: You’re . . . right.
Newspaper … expensive.
Reading 閱讀
P.104
 “Pop-up” advertisements：
 （定義/ 解釋）ads that appear as their own window
when someone visits a website
 現狀 Now, 5~15 percent (%) response rate. 回覆率
 VS。 Normal ads 傳統的/紙張上的：one percent
response rate
 Pop-up advertising is 。。。 successful
 So prices are sure to increase very soon.
費用：指廣告費
 Do not miss this opportunity！
Reading 問題補充
P.104
（1） “Pop-up” ads different from regular ads?
（A） own window 自己的視窗
（B）less eye-catching 比較不那麼醒目
（C） cost less
（D） never get ignored 從不會被忽略
（2） Why should businesses begin advertising with “Pop-up”
ads ASAP?
（A） available for a limited time. 特定的時間有提供
（B） 1% response rate.
（C） It is always good to buy things ASAP.
（D） The price . . . will probably rise soon.
Reading 問題補充 2
P.104
（3）What is “the leading edge” of the
market?
（A）unknown section
無人知到的部分（part）
（B） most competitive
section
競爭力最高的
（C）The most advanced
最先進的
and important position
（D） The least important
section
Vocabulary
(10) budget
（V）預算
the amount of money available
(12) return
profit （gain/ earning/ income）
（N）利潤
(14) investment （N）money that you spend now
投資
in order to make a profit
（V）invest
in the future
an advertisement that is
(15) flyer（N）
printed on paper
傳單
(16) brochure （N） a small magazine containing
information about goods or services
傳單（多頁）
you can buy
Reading 閱讀（問題）
P.106
（1）Who . . . main customers?
(A) Chain stores 連鎖店 (B) Private individuals 個人
(C) Universities.
(D) Small businesses.
（2） What service . . . NOT offered?
(A ) Color printing. (B) Newsletter 刊物 printing.
(C) Photograph developing. 洗（develop）照片
(D) Photocopying. 影印（photocopy）
（3） NOT mentioned as strengths?
(A) Friendly to small businesses.
(B) Home delivery service. 宅配服務
(C) Low prices. (D) Convenient location.