Unit 6 广告 Advertising
Section A: Listening
1. Pre-listening Vocabulary
Bombard
Prevailing
Informative
Convince somebody of…
Superiority over
Appeal to
Status
Variety
Contribute to
On the average
Budget
Direct mail
Foreign publication
Business paper
Free sample
Bus and train posters
2. Hash then listen
Read a newspaper or magazine, switch on the television, open your mail or simply answer your telephone, and you are bombarded by advertising. Why is advertising so prevailing? Why does the business spent so much to promote its products or services? For one thing, ads inform the public about a product, if you don’t know a new tire exists, you won’t buy it. But the informative side of advertising goes far beyond that. By giving facts about a product, the manufacturer tries to convince consumers of the product’s superiority over competitor’s goods. Advertising also appeals to people’s desires for greater status and more variety. Advertisers think the expense is worthy it or they would have stopped long ago. How much do ads contribute to the prices you pay? On the average about three cents of every dollar goes for advertising, newspapers get the largest share of advertising budget, about 30%; television draws about 20%, 14% goes to direct mail, 7% is for radio, and 5% for magazines, the rest goes for foreign publications, business papers, free samples, and bus and train posters. The figures mean that advertising pays for most of the TV programs, and it covers a major part of the cost of newspapers and magazines.
Section B: speaking up
1. Typical dialogue.
1) Background information: Lee Chuna, employee of a manufacturing company, and Dora, member of an ad agency, are talking about the functions of an advertising agency.
Lee Chuna, Dora.
2) Practical dialogue
I am interested in the functions of an advertising agency, are you willing to tell?
Well, first let me introduce the structure of an advertising agency. There are three main sections, the media department, the design department and the client service department.
How do they function?
The media department advises and plans which newspapers, magazines, or television stations a client should use. It also buys the space or TV time for the client. The design department, from its name you know, designs advertisements. This is the most important section of an ad agency.
Then, how about the client service department?
Well, they contact the clients directly. Their job is to ensure that the ads convey the right message to the right people within budget.
Oh, I see. There is a lot of work to be done before making an advertisement.
Certainly!
It really sounds interesting and complicated.
2. Typical dialogue
1) Background information: Mr. Bridges, an ad expert, is talking with Mr. Chang, manager of a Chinese company, about how to launch an advertiseing campaign in the U.S.
Mr. Chang, Mr. Bridges
2) Practical dialogue:
Would you give me some expert opinion about marketing our products in the American market?
Well, there are a lot of ways to push sales in the U.S. For example, try to make you known by TV ads.
Advertisement on TV costs a lot of money but in a new market, such expenses are absolutely necessary.
Now, how to?
In order to guide your advertising campaigns to success, we should work out a careful plan.
Could you put it in detail, Mr. Bridges?
The first thing is what media we should choose and when we should place advertising in the media. Very often in a campaign two or more media are used together. The purpose of advertising is to draw American customer’s interests and keep hold of their attention so that they may do something in return.
What media do you recommend then?
I recommend television; it’s much more effective if you are willing to pay a little more money.
Well, it’s worth doing so long as the result is satisfactory.
But when shall we take this advertisement?
How about beginning of this fall?
That’s OK.
Vocabulary aid
Dialogue 1
Function
Advertising agency
Section
Convey
Message
Complicated
Dialogue 2
Expert
Advertising campaign
Media
Draw
Keep hold of
In return
