廣告英語教程

前言

　　本書是上海外國語大學新聞傳播學院的廣告學、英語教學和教學設計三方面專家通力合作的成果，使用對象主要是廣告學專業(yè)的本科生和研究生，也可用作營銷和廣告行業(yè)的從業(yè)人員進行專業(yè)英語培訓的中高級教材。根據(jù)設計要求，使用本書的學習者應該具有大學英語四級的能力水平?！　V告學專業(yè)英語教學要使學習者在有限的時間內(nèi)接觸盡量多的觀點和語言風格，目的主要是使學習者提高在營銷和廣告領域運用英語進行國際學術(shù)交流(如在國際會議上發(fā)表論文)和開展實際工作(如用英語進行提案等)的能力。但需要指出的是：這種能力是綜合性的，由一系列從屬

內(nèi)容概要

本書是上海外國語大學新聞傳播學院的廣告學、英語教學和教學設計三方面專家通力合作的成果，包含16個單元，涉及廣告的基本概念、廣告營銷過程、傳播工具、廣告調(diào)查、廣告策劃與創(chuàng)意、廣告媒體、公共關(guān)系、廣告管理和國際廣告等方面的內(nèi)容。    在題材和資料的選擇上借鑒了國外廣告學教材的方法，針對國內(nèi)廣告英語的教學實際進行了具體的設計和安排，通過話題討論和小組討論的形式將廣告領域的專業(yè)知識與英語術(shù)語、用法結(jié)合起來，旨在提高讀者在現(xiàn)實場景中對廣告專業(yè)英語的綜合運用能力，同時配有必要的課后練習、拓展詞匯及閱讀材料，以延伸課堂教學的視野。    全書內(nèi)容豐富，體例簡練、清晰，具有很強的教學操作性，可供廣告學專業(yè)進行雙語教學和廣告行業(yè)從業(yè)人士參考使用。

作者簡介

張祖忻，教授，現(xiàn)任上海外國語大學新聞傳播學院院長，1975年7月畢業(yè)于原上海外國語學院英語系英語專業(yè)，并在本校外語電化教學館從事英語教學和外語電教研究，兼任上海外語音像出版社編輯室主任。1986年參與創(chuàng)建教育技術(shù)學專業(yè)，并任專職教師至今。1989年在英國威爾士大學

書籍目錄

Unit 1 廣告概述Unit 2 廣告歷史Unit 3 廣告和營銷過程Unit 4 營銷傳播工具Unit 5 整合營銷傳播Unit 6 廣告調(diào)查Unit 7 消費者行為Unit 8 廣告策略與計劃Unit 9 創(chuàng)意策略Unit 10 廣告執(zhí)行Unit 11 廣告媒體Unit 12 公共關(guān)系Unit 13 廣告公司Unit 14 廣告?zhèn)惱鞺nit 15 廣告管理Unit 16 國際廣告參考答案主要參考文獻

章節(jié)摘錄

　　A．Decide whether the following statements are true or false．是非判斷　　1．Advertising is used to increase the sales of a product or service or to promote　　a brand name．　　2．Informative advertising and persuasive advertising are two basic types of advertising．　　3．Although it is not easy to know how effective an advertising is，market　　research can be used to measure whether it is successful or not．　　4．Advertisements appear on various media such as newspapers，magazines，television，radio and posters．　　5．In order to increase the sales of a product or service，advertisers should do　　their best to attract as many people as possible when designing their campaign．　　B．Fill in the blank in each sentence with the appropriate form of the given　　word in the bracket．詞性轉(zhuǎn)換　　1．The goal of the world organization is to raise the standard of sales—— research through publications．(promote)　　2．We believe China can——and win in the new century．(competition)　　3．I wonder if you are able t0——what she looks like after your 20 years’separation．(imaginary)　　4．Examples from both developed and developing countries are used to enhance　　knowledge of the world——and skills in solving practical problems．(economist)　　5．All students were to hand in their student—cards to Mr．Theodore　　the next day．(informative)　　C．Fill in the blank in each sentence with one of the following expressions in the proper form．選擇填空　　a variety of。in preparation for，be aimed at，appeal to，according to　　1．British intelligence and security services are on high alert——terror attacks in major UK cities following the double assault on London．　　2．The magazine—一those young people who are interested in mountain climbing．　　3．Today，college students are offered——opportunities to improve themselves in China．　　4．The troop level is now at about 20，000，including 1 5，000 American troops，　　a military spokesman in Baghdad．　　5．The teacher’s sense of humor has all his students enormously．　　Part Three　Follow—up　　第三部分后續(xù)活動　　A．Additional reading．補充閱讀　　The advertising communication model is created to make us understand more about the advertising communication process．This process starts when one party，cal led the source，generates a thought，then encodes it as a message，and sends itthrough some channel to another party，cal led the receiver．The receiver must decode the message in order to understand it．Afterwards，the receiver responds tothe original message by encoding the new idea and sends a new message back via a channel，or a medium．That new message represents feedback，which affects onthe encoding stage of the new message by the source．Let us look at some important factors one by one．　　Source dimensions：In advertising，there are three kinds of person who are considered the sources．Firstly，it is the sponsor or the one who pays for the ad．Even though the sponsors pay for the advertising，the sponsors do not produce the message by themselves．It is the job of the author or the ones who are responsible in designing the messages，which could actually be a copywriter，an art director or　　mostly a group of advertising agency．These people are considered outside the text of the message．However，the author himself does not convey the messages to the audiences but the persona who is withm the text of the message．The persona is thespokesperson，either real or imagined，who usually gives voice and appears in theadvertising．Most of the personas are celebrities，as they have the ability to attractconsumers．As a result，tO the consumer，the one who iS the source of theinformation is the persona．　　Message dimensions：Messages that are communicated in the advertising arevarious in terms of types．There are three main types included here in messagedimensions．Autobiographical messages are those of“I”tell a story to“you”．Forinstance，in“Dove Shampoo”advertising。the woman as the persona(source)tells the imaginary audiences(consumers)about her personal experience in using“Dove Shampoo”．On the contrary。in narrative messages a third—person tells astory about the others to an imagined audience．In addition，the last type ofmessage is drama，in which the characters act out events directly in front of animagined audience．For example，the advertising of the“Detergent”，in which theson tries to wash the dirty spots out of his school unifOrm，as he is afraid being punished by his mother．And because of the effectiveness of the Detergent，the spothas already faded out when his mother checks his unifOrm．　　Receiver dimensions：In advertising，the receivers are multidimensional aswell．Firstly。there is an impl ied consumer．Impl ied consumers are those particular groups of people imagined by the advertisers to be the audiences of the particularadvertising．The second kind of receiver is sponsorial consumers．The sponsorial consumers are the gatekeepers or those who decide if the ad wi l l be run or not．Thus，the first task of the advertising is to persuade the sponsor before the real consumers．Lastly，there are actuaI consumers or audiences in the real world．In other words，actual consumers are people who really watch the advertising．Peoplelike all of US who are consuming advertising in everyday lives are considered actual COnsumers．

編輯推薦

　　內(nèi)容豐富，體例簡練、清晰，具有很強的教學操作性，可供廣告學專業(yè)進行雙語教學和廣告行業(yè)從業(yè)人士參考使用。

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