Unit 6 Advertising Leadin Reading Advertising Session 1

Unit 6 Advertising Lead-in Reading: Advertising Session 1

Lead-in Section I Task 1 Task 2

Task 1 Match the advertising slogans with corresponding products. (1) Let’s make things better. (2) Good to the last drop.

Task 1 (4) The relentless pursuit of perfection. (3) Intelligence everywhere.

Task 1 (5) To me, the past is black and white, but the future is always color. (6) We lead. Others copy.

Task 1 (7) The new digital era.

Task 2 • More and More English learners are eager to get a satisfying dictionary. 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 words. It is regarded as one of the greatest of its kind.

Section Ⅱ Reading Introductory Remarks Warm-up Discussion Intensive Reading Practice

Introductory Remarks 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.

Warm-up Discussion 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?

Advertising 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 19 th and early 20 th centuries.

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).

Text 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. Translation 通常，广告传递与产品相关的信息，包括产品或服务 的名称以及该产品或服务会给消费者带来的好处。 Word study Typically: generally representative of something; usually Forms: more typically; most typically; less typically; least typically e. g. : Doctors are typically hard-working people. Paraphrase: Usually, advertising expresses relative information, including the name of the product or service and the advantages of that product or service for the consumer.

Text analysis 2) It is not just a force for commercial organizations and large-scale industry, it is also a tool of theirs, and of individuals. Translation 它并不仅仅是商业组织和大型产业的动力引擎，同时也是他们 和我们每一个人的 具。 Word study 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. Paraphrase: 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.

Text analysis 3) And the role of advertising in communicating brand values is not reserved for big national or multinational companies like Pepsi Cola and Coca Cola. Translation 在塑造品牌价值方面，广告并不只是专为像百事可乐 和可口可乐这样的大公司或跨国公司保留的。 Word study Be reserved for: put aside or keep sth for a later occasion or special use e. 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 country’s youth.

Text analysis 4) 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. Translation 各种规模的公司和产业的市场部门都认识到广告的必要， 并且他们都热衷于投资广告促销，以此作为强有力的市场 竞争手段。 Word study be keen on: be fond of; devoted to e. g. : She is keen on sailing, very enthusiastic.

Text analysis 5) Secondly, advertising provides the stimulus to viewers for them to engage in action. Translation 第二，广告可以刺激观众，激励他们积极采取行动。 Word study 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.

Text analysis 6) This deals with the emotional dimension of the target audience, which concentrates on contacting and persuading the consumers rather than informing them. Translation 这就涉及到把握目标受众的情感尺度，重点集中在与消费 者取得联系并加以劝诱，而不只是简单地告知信息。 Word study concentrate on: focus (one’s attention, effort, etc) exclusively and intensely on sth, not thinking about other less important things e. g. : I can’t concentrate on my report with all that noise going on. rather than: in preference to; in stead of e. g. : Now photography is regarded more as art rather than a simple hobby.

Text analysis 7)The third function of advertising is to provide constant reminders and reinforcements to produce the consumers’ desire. Translation 广告的第三个功能就是不断提醒消费者，强化他们的消费 欲望。 Word study reinforcements：an 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.

Text analysis 8) Advertising is sometimes called a partnership, and some partners are more equal than others. Translation 广告有时也叫合作经营，而且有些合作搭档比其他行业更 加平等。 Word study equal: with no difference in status or rank e. g. : All men are equal in the sight of God.

Text analysis 9) It is crucial to take advantage of the vast range of media power that can assist the advertisers, such as: … Translation 充分利用媒体力量的广泛度来促进广告效应，这是至关重 要的，比如：… Word study crucial: extremely significant or important e. g. : The next step is crucial, if we lost it we lost all. take advantage of: to put to good use e. g. : He took full advantage of all his business opportunities.

Text analysis 10) There are many smaller media outlets besides these. Translation 除此之外还有很多其他小型媒体。

Text analysis 11) It is important for the business advertising to involve with the media, to the largest possible extent. Translation 商业广告应该最大限度争取媒体的介入，这是非常重要的。 Analysis to (some, what, such an, a certain) extent: to the degree specified e. 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.

Text analysis 12) 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. Translation 这种介入，不但有助于扩大产品本身对公众的社会影响， 也有助于在产品和媒体之间建立起良好的关系。 Word study impact (on): strong impression or effect on sb / sth e. g. : The comments of the media made a great impact on the judgment of the case.

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