广告英语讲义.docx

广告英语讲义.docx

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广告英语讲义

UnitOne

AdvertisinginBrief

Ⅰ.Text

Directions:

Readthefollowingpassagescarefully,payingspecialattentiontotheblackwords.Theyarethemostusedwordsinadvertising.

Advertisingismainlyusedasatoolofbusinesstoassistinthegoodsandservices.TheDefinitionsCommitteeoftheAmericanMarketingAssociationdefinesAdvertisingasanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Someotherexpertsdefineitasanypaidformofpresentationofcertainsponsoroncertainnonpersonalmediatoappealtocertainaudience.

Whileadvertisingisveryimportanttobusiness,itisonlyasmallfactorinoverallbusinessstrategy.Wecannotexpecttosolveallthebusinessproblemsbymeansofadvertisingonly.Itisnecessarythatweuseadvertisingtogetherwithotherpromotionaltools,suchaspersonalselling,salespromotion,andpublicrelations.

Therearenumberofwaystoclassifyadvertising.Itcanbeclassifiedintoseveralbroadcategories:

Bytargetaudience

_________________________________________________________________

_________________________________________________________________

Byappealform

_________________________________________________________________

_________________________________________________________________

Bypurpose

Productadvertisingandproductreputationadvertising

Nonproduct（corporate/institute）advertisingincludingpatronage,publicrelationsandpublicserviceadvertising.

Noncommercialadvertisingsuchasrecruitmentadvertising,advocacyadvertising.

Commercialadvertising

Actionadvertising

Awarenessadvertising

Bymedia

_________________________________________________________________

_________________________________________________________________

Out-of-dooradvertising

Direct-mailadvertising

Bygeographicarea

Internationaladvertising

_________________________________________________________________

Regionaladvertising

Local（retail）advertisingwhichincludesregularprice-lineadvertising,sale（price）advertising,andclearanceadvertising.

Therearethreemajorcomponentsengagedinmakingadvertising:

___________,

_________________and_________________.

Howtheproducertreatstheadvertisingfunction,dependsupontheimportanceofadvertisingtotheoverallpromotionalstrategyofthefirm.Itvariesconsiderablyfromfirmtofirm.Asfirmsgrowmoremarketing-oriented,withgreaterfocusonmarketingfunctionaltomaximizetheirprofits,thefunctionalareasofadvertising,sales,new-productdevelopment,andmarketingresearchrequiresacatalystthatwouldintegratealltheseeffortsandprovideforbettermarketingplanning.

Ⅱ.WordsandExpressions

promotion促销

goodsandservices商品和劳务

definev.界定，划分

nonpersonal非人员的

idea观念，创意

identifyv.识别

sponsor资助人，广告主

message讯息

media媒介

appeal（to）诉求

audience（听众，观众）受众

factor因素

strategy战略

personalselling人员销售

salespromotion销售推广

publicrelations公共关系

consumer消费者

retail零售

reputation声望

corporate企业

commercial经济的、商业的

patronage（消费者的）信任

advertiser广告主

develop开发

research调查，研究

effort努力

marketing营销

source来源，信源

awareness感知

institute企业，机构

target目标

demand需求

Ⅲ.Exercises

A.Questions

1）GivethedefinitionofAdvertisingbyDCAMA.

2）Whatistheuseofadvertising?

3）Whatisyourunderstandingofadvertising?

B.PutthefollowingsentencesintoChinese:

1）Today,weallhaveverystrongopinionsaboutadvertisingwhichmaybedefinedasacommunicationprocess,amarketingprocess,aneconomicandsocialprocess,apublicrelationsprocess,oraninformationandpersuasionprocess,dependinguponthepointofview.

2）Advertisingisusuallyaimedataparticularpartofpopulation.

3）Technologicaladvancesofthe19thcenturycreatedthegreatestchangesintheadvertisingindustry.

4）Mostadvertisingisintendedtobepersuasive.Acompanyusuallysponsorsadvertisingtoconvincepeopleitsproductwillbenefitthem.Inadditiontopromotingtangiblegoodsassuits,soap,andsoftdrinks,advertisingalsohelpssellintangibleservicesofbankers,beauticiansandbikerepairshops,Andincreasingly,advertisingisusedtosellawidevarietyofideas.

C.PutthefollowingsentencesintoEnglish.

绝大部分透过大众媒体----电视、报纸、广播、杂志----传播的广告是消费者广告。

这些广告既可以由生产这些产品的厂家出资来做，也可以由经销他们的经销商出资。

这类广告主要针对消费者----那些为自己或别人购买产品的人。

例如，杂志上的可口可乐广告既可能针对购买者，也可能针对使用者；二者既可能是同一个人，也可能是不同的人。

UnitTwo

AdvertisingAgency

Ⅰ.Text

Directions:

Readthefollowingpassagescarefully,payingspecialattentiontotheblackwords.Theyarethemostusedwordsinadvertising.

Anadvertisingagencyisanindependentorganizationofcreativetalentandbusinesspeoplewho,onthebasisofmarketingobjectives,specializedindeveloping,preparingandrunningorplacingadvertisingplans,advertisements,andotherpromotionalmeans.Theagencyalsoarrangesorcontractsforthepurchaseofadvertisingspaceortimeinthevariousmedia.Itdoesalltheseonbehalfoftheadvertisers（sellers）-theirclients-inanefforttofindconsumersfortheirgoodsorservices.Regardlessoftheirsize,structure（organization）orlocation,alladvertisingagenciesserveessentiallythesamepurpose.

Theagencyemploysspecialistsinapplyingthecomplexartandscienceofadvertisingtobusinessproblems.Theyincludeadministratorsandotherbusinesspeople,andwriters,artists,marketandmediaanalysts,researchers,orotherspecialists.

Basically,advertisingagenciesmaybeclassifiedbytherangeoftheirservicesandbythetypeofaccounttheyhandleaswellasbytheirorganization.

Byservice

Full-serviceagencies

AlaCarteserviceincludingcreativeboutique,mediabuyingservices,andaffiliatedagencies.

Byaccount

Consumer-goodsagencies

Industrial-goodsagencies

Financialadvertisingagencies

Byorganization

Internationalagencies

Multinationalagencies

In-houseagencies

Rightchoiceofadvertisingagencywillhelpalotinthesuccessofanadvertiser’sbusiness.Thereisnosimpleformulaforselectinganadvertisingagency.However,therearesomecriteriasuchasthespeculativepresentationsoftheadvertisingagency,theroleofadvertisingintheoverallpromotionalstrategy,theexperienceoftheagencywiththesameaccount,thesizeoftheagency,thefacilitiesoftheagencyanditsorganizationandpersonnel,thecharacter,philosophyandpoliciesoftheagency.

Thefollowingexhibithowanagencyisorganized.

Andherearesomejobtitlesinanadvertisingagency:

Artdirector艺术总监

Marketresearchmanager市场调研总监

Assistantartdirector助理艺术总监

Marketresearcher市场调研员

Artist美工、演员

PRmanager公关主管

Photographer摄影师

PRassistant公关助理

Jinglecreator乐师

Advertisingdirector/manager广告主管

Copywriter文案

Brand/productmanager品牌主管

Assistantaccountexecutive（AAE）助理客户联络员

AccountExecutive（AE）客户联络员

Trafficassistant内部协调助理

Accountsupervisor客户主管

Accountdirector客户总监

Junioraccountexecutive初级客户联络员

Printproductionmanager平面制作经理

Mediaplanner媒介策划

Mediabuyer媒介采购

Broadcastproducer广播广告制片

II.WordsandExpressions

creative创意的

objective目的

develop设计

runvt.发布，刊登

placevt.发布，设置，刊登

purchase购买

employvt.利用，使用

applyvt.利用，使用

market市场

researcher研究员

account客户

client客户

handlevt.处理，经营

client委托人，客户

selectvt.选择

philosophy理念

customer顾客

III.Exercises

A.Questions

1）Whoareworkinginanagency?

2）What’sthefunctionofanagency?

B.PutthefollowingsentencesintoChinese.

1）Anadvertisingagencyisanindependentorganizationofcreativepeopleandbusinesspeoplewhospecializeindevelopingandpreparingadvertisingplans,andotherpromotionaltools.

2）Anindustrialagencyrepresentsclientsthatmakegoodstobesoldtootherbusiness.Computerhardwareandsoftware,locomotivesareexamplesofsuchgoods.Businessandindustrialadvertisingisaveryimportantaspectoftheprofession,requiringhighlydevelopedtechnicalknowledge,plustheabilitytotranslateitintopreciseandpersuasivecommunication.

3）TheAmericanAssociationofAdvertisingAgencies（AAAA）isthenationalorganizationoftheadvertisingagencybusiness.Itmaintainsveryhighmembershipstandardsandendeavorstobethemostresponsiblespeakerfortheadvertisingindustry.

C.PutthefollowingsentencesintoEnglish.

1）我们当中许多人认为，在广告公司里，广告人就是文案和艺术指导。

但实际上，为客户提供服务的人远不止上述两种人。

在广告人的行列中，还有客户人员、市场研究人员、媒介购买人员、媒介分析人员及公关人才等。

2）为了生存，广告公司必须拥有客户。

与其他行业一样，广告公司也有自己的产品和服务要卖。

客户寻找广告代理的方式与其寻找律师、大夫的方式是差不多的。

UnitThree

AdvertisingMarketing

Ⅰ.Text

Directions:

Readthefollowingpassagescarefully,payingspecialattentiontotheblackwords.Theyarethemostusedwordsinadvertising.

Inbusiness,advertisingisusedasameansofmaximizingprofits.Itisatoolofmarketing.Thisisitslong-rangeobjective.Theshort-rangeobjectivesmaybenarrowlydefinedintermsofsellingaparticularquantityofaproduct,gainingpublicacceptanceofaproduct,orbuildingaparticularimageforaproduct.

Businesscanbedividedintothreebroadareas:

production,financeandmarketing.Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfytheperceivedneeds,wantsandobjectivesofindividualsandorganizations.Itisconcernedtoalltheactivitiesoccurredfromthepointofproductiontothepointofconsumption.Marketinginvolvestwospheresofactivities-internalandexternal.Theinternalactivities,whichareusedtomovegoodsfromproductiontoconsumption,canbecomposedoffourelements:

product,price,place（ordistribution）,andpromotion（4Ps）.Productactivityincludesdevelopingtherightproduct,packaging,andbranding.Pricedealswithsettingthesellingprice.Placeinvol