广告专业英语课后题及答案docWord文档格式.docx

广告专业英语课后题及答案docWord文档格式.docx

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2）Howcanyoucategorizeadvertisinginacademy?

Criteria:

targetaudience:

consumeradvertising（directuser,enduser）

Businessadvertising（professionaljournal,directmailing）

Targetarea:

localadvertising

Nationaladvertising

Internationaladvertising

Media:

printadvertising

Electronicadvertising

Out-of-homeadvertising（Transitadvertising）

Purpose:

commercialadvertising

Noncommercialadvertising（publicinterests

advertising）

2.CommonExpressions:

Advertising广告，广告业，广告活动

Advertisement广告

Advertisingaudience广告的受众consumeradvertising消费者广告Businessadvertising企业广告

localadvertising地方广告

Nationaladvertising全国厂•告

Internationaladvertising全球告printadvertising印刷广告

Electronicadvertising电子广告

Out-of-homeadvertising户夕卜广告

Transitadvertising交通广告,移动广告

commercialadvertising商业广告，盈利广告

Noncommercialadvertising非盈利广告

3.英汉互译练习:

•Wemaydefineadvertisingasacommunicationprocess,amarketingprocess,apublicrelationsprocess,orapersuasionprocess.

我们可以把广告定义为沟通过程、营销过程、公关过程、劝说过程。

•Inadditiontopromotiontangiblegoodssuchasdetergentsandsoftdrinks,advertisingalsohelppublicizetheintangibleservicesofbankers,lawyers,etc.

广告除用以促销洗涤剂、饮料等有形产品外，还用来宣传银行、律师等提供的无形的服务。

•Mostadvertisingisdirectedtothegeneralpublic.

大多数广告的对象是公众。

•Advertisingistobepaidfor.广告是要付费的。

•Word-of-mouthpublicationisn'

tadvertising.

口碑宣传不是广告。

•Thevastmajorityofadvertisingisintendedtobepersuasive.绝大多数广告是劝说性的。

•Ideascanalsobeadvertised.

观念也可以广告

•Advertisingreachesusthroughachannelofcommunicationreferredtoasamedium.

广告是通过一种叫做“媒介”的传递渠道传播给我们的。

•Massmediaarethemostcommonadvertisingchannel.

大众传播媒介是最常见的广告渠道（vehicle）

◊FunctionsofAdvertising:

1.Questions:

1）Doesadvertisingincreasetheprices?

It'

snottrue.

i.Withoutadvertising,peoplealsobuyunnecessarythings,eventhoughsometimesadvertisingdoesinfluencethehumandemand.

ii.advertising——economyofscale——reducetheprice.

2）What'

sthefunctionsofadvertising?

（1）Advertising——stimulatetheconsumer'

sdemand——increasedemandandexportofacountry

（2）advertising——economyofscale——reducetheprice

（3）theunitcostofadvertisingislowerthanpersonalselling,pyramidsellingandothers.

（4）advertising——businesscycle.Duringarecession——maintainadvertisingscale——performbetterafterward.

（5）advertising——survivalanddevelopmentofthebusiness——bycreatetheproductandcorporateidentities,realizethedifferentiationstrategy,buildtheconsumer'

sbrandpreferenceandloyalty,increasethevalueoftheproduct,wintheconfidenceofconsumer.

3）Whataretheproblemsofpyramidselling?

Thehighersalescost.

Onlythepersonshighestupthepyramidonlyreceivemost,whilethebottomsreceiveverylittle.

sprohibitedbylawinAmerica.

2.CommonExpressions:

Corporateimage,CI公司形象

Economyofscale规模经济

Businesscycle

商业周期

Brandpreference

品牌偏好

Brandloyalty

品牌忠诚

Humandemand

个人需求

Publicize

宣传

Advertisingcost

广告成本，广告花费

personalselling

人员推销方式

theunitcostofadvertising广告的单位成本

prospects

潜在顾客

pyramidselling

传销

recession

萧条，后退

createtheproductandcorporateidentities树立产品和企业形象

realizethedifferentiationstrategy实现差异化战略

buildtheconsumer'

sbrandpreferenceandloyalty培养消费者品牌偏

好和忠诚

increasingthevalueoftheproduct.提升产品价值

wintheconfidenceoftheconsumer赢得消费者信任

buildthebrand

树立品牌

increasethevalueofitsgoodwill提高信誉

3.英汉互译练习：

•Consideringitsfunctions,it'

sworthwhiletorunanadtopublicizeit

onBeijingYouthDaily.

鉴于广告的作用，在《北京青年报》上登一•则广告进行宣传是有价值的。

•Advertisingisaneffectivemarketingtool.

广告是一种有效的营销工具。

•Undoubtedly,advertisinghelpsidentifyproducts.

毫无疑问，广告有助于产品识别。

•Anotherfunctionofadvertisingistocommunicateinformationabouttheproductanditsfeatures.

广告的另一功能是传递产品信息、宣传产品特性。

•Theadpersuadesandinducesthepeopletotrythenewproduct.

广告劝诱人们尝试新产品。

•Advertisingstimulatesthedemandfortheproduct.

广告对产品需求有刺激作用。

•Itistruethatadvertisinghassomeinfluenceuponthecompetitionpattern.

不错，广告对竞争格局有影响。

•Advertising'

seffectonthevalueoftheproductisquiteobvious.

广告对产品价值的影响是非常明显的。

◊advertisingindustry:

Dialogue1:

1）What'

sthechangeinadvertisingindustrysince1990'

s?

Changedplanofbudgetallocations:

moreonsalespromotionsandeventsponsorships,l