Transcript Do you think that the advertising practices described below are

Business English
Unit 9 Text A
The World of Advertising
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Quotation：
““Advertising is the greatest art form of
the twentieth century.”
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Marshall McLuhan (1911-1980), Canadian author
Questions:
1. What other art forms do you know, traditional
and modern?
e.g. painting, sculpture, photography, music,
literature, computer animation, laser imagery (雕
像<总称>), holograms（<物> 全息图）.
2. Do you agree or disagree with Marshall
McLuhan? Any comments on the quotation?
3. Whether you feel you have a generally positive
attitude to advertising or a more negative view.
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Listening Exercises：
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4.1 You are going to hear four people describing their favourite
advertisements.
1) Listen and make notes. Use the following two headings:
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Product
Reasons for liking the advertisement
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a car
‘it’s colorful, I like the music and its chaotic’
------------------------------------------------------------------------------------------------Levi Strauss (jeans)
‘a very good-looking boy… a great tune…’
------------------------------------------------------------------------------------------------Renault Clio (car)
‘it was a funny ad. It just appealed to my
sense of fun…’
------------------------------------------------------------------------------------------------Dairy Box (chocolate)
‘I just felt I had to have those chocolates
and I went out and bought them. It was an
immediate response to an advert.’
___________________________________________________________
 Are
you familiar with any of the
advertisements described by the
speakers? If not, which one do you
think you might prefer based on the
descriptions you heard.
 What
is your favorite advertisement?
Why do you like it?
 What kind of advertisements do
you like?
Discussion (Speaking practice): Good and bad
advertisements
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What makes a good advertisement? Use some of the
words below:
 clever
interesting
funny
inspiring
eye-catching
 powerful
humorous
shocking
informative
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Do you think that the advertising practices described
below are acceptable? Are there any other types of
advertisement that you find offensive?
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1) Using children in advertisements
2) Using film stars in advertisements
3) Promoting alcohol on TV
4) Comparing your products to your competitors’ products
5) An image flashed onto a screen very quickly so that people
are affected without noticing it (subliminal advertising
<involves images that are flashed onto a screen so briefly
that they are noted only by the subconscious mind.>)
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 Which
of the following
statements do you agree with?
 1) People remember
advertisements not products.
 2) Advertising raises prices.
 3) Advertising has a bad influence
on children.
4.2 Successful advertising campaigns
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This listening (in two parts) comes from an
authentic interview with a marketing manager
at Swiss food concern, Kraft Jacobs Suchard.
It extends the topic of the unit and the
exercises focus on listening for specific
information and vocabulary.
Andrew Pound, a marketing manager for Kraft
Jacobs Suchard, talks about successful
advertising. Before you listen, answer these
questions.
1) What kind of products do you think Kraft
Jacobs Suchard make?
2) Andrew mentions two successful advertising
campaigns. What reasons do you think he will
give for their success?
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Now listen to the 1st part of the interview.
Check your answers.
The main reasons Andrew Pound mentions are
cost effectiveness (‘the key thing that made it
successful was the amount of money we
spent—very little money—and in terms of
scales results, as a percentage of the amount
of money we spent, it was a huge success.’);
targeting (‘we had a very good match between
the types of people who we knew bought
marmalade and the types of people who we
knew through research listened to that radio
station. And we fitted them together in a way
that made sense … that’s what made it a
success. ’)
and increased sales (‘that’s the key thing
about advertising. If it doesn’t generate sales,
then it’s no good.’).
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Listen again to the first part of
the interview. Answer these
questions.
 Who was the target consumer in
each campaign?
 Older
people (marmalade);
children (cheese spread)
 What advertising media did Andrew
use in each campaign？
 Radio
(marmalade); TV (cheese
spread)
4.3 In the second part of the interview Andrew
explains why advertising is not a waste of
money. What reason do you think he will give?
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Pre-teach vocabulary:
bombarded with (under attack from
[literally bombs/shells]);
a call on (a demand on)
Now listen to the 2nd part of the
interview. Check your answers. Do you
agree with Andrew?
Advertising helps to keep a product at
the front of consumers’ minds so they
are more likely to select it, rather than a
competitor’s product, when they go
shopping.
What
do you understand by
outdoor advertising?
examples: billboards, hoardings,
public transport…
Typical
outdoor advertisers:
e.g. tobacco companies,
car manufacturers, clothing,
telecommunications companies
set theory 集合论
 The
validity of inferences involving the
universal and existential quantifiers
may also be shown in terms of set
theory.
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a =Ann, b=Bill, c=Carol, L=like, M=mother,
and x and y are variables which may be
translated as ‘someone’, ‘anyone’ or
‘everyone’.
x (L (x, c))
 Not everyone likes Carol.
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x ( y ( L (y, x)))
 There is no one who is liked by everyone.
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