1、英文广告讲义一、课程适用层次、专业与参考学时适用层次：广告学本科专业；参考学时：56学时。二、课程的性质、目的和要求本课程是广告学专业的一门专业课程。开设本课程的目的旨在培养、提高学生的专业英语水平，为学生将来从事英语广告的创作与筹划打下根底，因此，要求学生在根底英语的学习根底上，通过本课程的学习，掌握广告英语的用词、句法及修辞特点，广告英语的撰写技巧、英语商标与产品说明书的设计。三、课程根本内容及重点和难点广告英语的用词、句法及修辞特点，广告英语的撰写技巧、英语商标与产品说明书的设计以及英语分类广告赏析等，训练英语广告设计能力。四、考核方法：闭卷考试五、教材及主要参考书目教材：华英、马永堂英
2、文广告阅读经济管理出版社华英、马永堂广告英语教程经济管理出版社参考书目：徐小娟广告英语修订第二版）首都经贸大学出版社郭贵龙、张宏博广告英语文体与翻译华东师范大学出版社董立津广告专业英语一中英沟通实战技巧中南大学出版社UnitoneAnIntroductiontoAdvertising一、Wordsandexpressions1、Advertising:AccordingtoAMAtheDefinitionofAdvertisingisthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatu
3、reaboutproducts,servicesorideasbyidentifiedsponsorthroughthevariousmedia.Advertisingispaidnon-personalcommunicationfromanidentifiedsponsorusingmassmediatopersuadeorinfluenceanaudience.2、Targetaudience:Agroupofindividualswhomcollectively,areintendedrecipientsofanadvertiser,smessage.对有意接U攵某一广告主信息的个人进行
4、归纳而形成的群体。3、CommercialadvertisingAdvertisingthatinvolvescommercialinterestsratherthanadvocatingasocialorpoliticalcause4、ComparativeadvertisingAnadvertisingappealthatconsistsofexplicitlycomparingoneproductorbrandtoacompetitiveproductorbrand.5、ConsumersConsumersarepeoplewhobuyoruseproductsinordertosati
5、sfyneedsandwants.6、Media:Themediaarethechannelsofcommunicationthatcarrythemessagesfromtheadvertisingtotheaudience.7、4Ps:Thetoolsavailabletomarketingincludetheproduct,itsprice,theplacewhereisusedtodelivertheproduct(whichiscalledthechannelofdistribution),andmarketingcommunication/promotion,thesefourto
6、olsiscalledmarketingmixorthe4Ps.8、BrandAdvertising品牌广告：Themostvisibletypeofadvertisingisnationalconsumeradvertising.Anothernameforthisisbrandadvertising,whichfocusesonthedevelopmentofalong-termbrandidentityandimage.Ittriestodevelopadistinctivebrandimageforaproduct.9、RetailAdvertising/LocalAdvertisin
7、g零售广告/地方性广告：Retailadvertisingislocalandfocusesonthestorewhereavarietyofproductscanbepurchasedorwhereaserviceisoffered.Themessageannouncesproductsthatareavailablelocally,stimulatesstoretraffic,andtriestocreateadistinctiveimageforstore.Retailadvertisingemphasizesprice,availability,location,andhoursofo
8、peration.10、PoliticalAdvertising政治广告：PoliticaladvertisingisusedbypoliticianstopersuadepeopletovoteforthemandthereforeisanimportantpartofthepoliticalprocessintheUnitedStatesandotherdemocraticcountriesthatpermitcandidateadvertising.Althoughitisanimportantsourceofcommunicationforvoters,criticsareconcer
9、nedthatpoliticaladvertisingtendstofocusmoreonimagethanonissues.11、DirectoryAdvertising目录广告：Anothertypeofadvertisingiscalleddirectorybecausepeoplerefertoittofindouthowtobuyaproductorservice.Thebest-knownformofdirectoryadvertisingisYellowPages,althoughtherearemanydifferentkindsofdirectoriesthatperform
10、thesamefunction.12Direct-ResponseAdvertising直接反应广告：Direct-responseadvertisingcanuseanyadvertisingmedium,includingdirectmail,butthemessageisdifferentfromthatofnationalandretailadvertisinginthatittriestostimulateasaledirectly.Theconsumercanrespondbyphoneormailandtheproductsisdelivereddirectlytothecons
11、umerbymailorsomeothercarrier.13、Business-to-BusinessAdvertising(B2B,BTB)Business-to-businessadvertisingincludesmessagesdirectedatretailers,wholesalersanddistributors,aswellasindustrialpurchasersandprofessionalssuchaslawyersandphysicians.Businessadvertisingtendstobeconcentratedinbusinesspublicationso
12、rprofessionaljournals.14、InstitutionalAdvertising机构广告：Institutionaladvertisingisalsocalledcorporateadvertising.Theyfocusofthesemessagesonestablishingacorporateidentityoronwinningthepublicovertotheorganizationspointofview.15、PublicServiceAdvertising(PSA)公益广告Publicserviceadvertising(PSA)communicatesam
13、essageonbehalfofsomegoodcause,suchasstoppingdrunkdriving(MADD)orpreventingchildabuse.16、SUPPIier广告下游公司Companiesthatsellgoodsorservicestoanadvertisingagencyfortheiruseinconstructingadvertisements,e.g.designstudios,colorhouses,printers,andpaperproducers.为广告代理商提供产品和效劳的公司，如广告制作、设计工作室、图片工作室、印刷厂、造纸公司等。17、
14、AAAA美国广告代理商协会AmericanAssociationofAdvertisingAgencies,anassociationwhosemembersareadagencies.18、end-user(ultimateUSer)最终用户Thepersonwhoactuallyusesaproduct,whetherornottheyaretheonewhopurchasedtheproduct.19、AdvertisingAppeals广告诉求Anappealissomethingthatmakestheproductparticularlyattractiveorinterestin
15、gtotheconsumer.Commonappealsaresecurity,esteem,fear,sex,andsensorypleasure.Appealsgenerallypinpointtheanticipatedresponseoftheprospecttotheproductandmessage.20、4Cscustomer顾客cost本钱convenience方便性communication沟通21、brand品牌：Themostvisibletypeofadvertisingisnationalconsumeradvertising.Anothernameforthisis
16、brandadvertising,whichfocusesonthedevelopmentofalong-termbrandidentityandimage.Ittriestodevelopadistinctivebrandimageforaproduct.22、USP:UniqueSellingPropositioncontainingabenefitthatwasimportanttoconsumersandthatnoothercompetitoroffered.23、Bid投标：Theofferingofone,sservicetotheprospectiveclient,usuall
17、yincompetitionwithotheragencies.针对有希望的客户所作的效劳提案，通常是与其他代理商竞标投稿。二、TextExampleoneComeTalkToTheAnimalsWhispertoawalrus.Pattertoapenguin.Singtoasealion.Petasmilingdolphinorhugthatworld-famouskillerwhale,Shamu.He,sthebiggestfriendyou,11evermake!PlantovisitabeautifulSeaWorldParkthissummer.Whereelsecanyoure
18、achouttosomanydifferentmarineanimals?Totalk.Totouch.Tolaugh.Tolove.Tounderstandeachother.Andwhereelsecanyouandyourfamilybesoentertainedbyyournewanimalfriends?Withawholedayoffabulousshows,shows,shows!ItcanonlyhappenatSeaWorld.Whereyoucantalktotheanimals.Andtheycantalktoyou.SeaWorldOrlando-SanDiegoCle
19、velandExampletwoENGLISHCOUNTYCRUISES“TheBestBoatsontheCanalsSeebeautifulEnglandbywater.CruiseChester,Liangollen,enjoy1500milesofholidaywaterways,picturesquetownsandwatersidepubs,Self-drivemoderncruiserswithshowersdoublebeds,flushtoilets,fridges.Freetuition.ColourbrochuresandBookings:ENGLISHCOUNTYCRU
20、ISESWrenburyMill,nrNantwich,CheshireCW58HGEngland:Tel027078054三、DiscussionA.Trueorfalse1. Advertisingcanbedefinedasaneconomicandasocialprocess.2. Advertisingreachesusthroughachannelofcommunication,whichiscalledmedium.3. Oneofthefunctionsofadvertisingistolowertheoverallcostsofsales.Answer：T、T、FB.Mult
21、iplechoice1、Whichofthefollowingfourstatementsaboutadvertisingiscorrect?A. Advertisingisusuallyfree.B. Advertisinghasnoidentifiablesponsor.C. Advertisingisnon-personalcommunication.D. Advertisingcommunicatesnoinformation.Answer:C、D2Ifacompanywantedtoreachalargeconsumeraudienceandcreateasymbolicimageo
22、rappealforanewbrand,whichelementinthepromotionalmix促销组合）wouldprobablybeadopted?A. PersonalsellingB. SalespromotionC. AdvertisingD. PublicityE. PublicrelationsAnswer:C、E3、Advertisingmessagestypicallyuseoneof,orablendof,thefollowingthreeliteraryform,whichareA. Comedy,dramaandnonfiction纪实）B. Mystery神秘的
23、romanceandnonfictionC. Demonstrative示范）,narrative表达）,andhuman-interestD. Narrative,autobiography自传）,anddramaE. Simile,PerSonifiCation（拟人），andmetaphorAnswer:AC.TopicfordiscussionThedefinitionsofadvertisingarevarious.Manypeopledefinedtheworddifferentlyasthenatureofadvertisingkeepschangingallthetime.O
24、ncearoundtheturnofthe20thcentury,AlbertLarker,thefatherofmodernadvertising,definedadvertising“asthesalesmanshipinprint,drivenbyareasonwhy”.Hegavesuchmeaningbecauseatthattimetheavailabilityofradioandtelevisionwasquitelimitedprintmediawerecommonlyused,astheyareaccessibletomostpeople.However,thereareor
25、shouldbesomeessentialelementsthatdeterminewhetheranactivityisadvertising.Whatisyourdefinitionofadvertising?广告的定义是不同的。许多人界定这个词的性质是不同的，因为广告随着时间不断变化。曾经在20世纪之交，现代广告之父阿尔伯特拉斯克尔，把“广告”定义为，“由因果关系驱使的印刷形式的推销术J他给除出了这样的意义，因为在那个时候提供播送和电视是相当有限而印刷媒体是常用的，因为它们对大多数的人来说是容易到达的。然而，也有或应具备一些根本内容，确定一项活动是否属于广告。四、Supplementar
26、yexercises：Translation:1、如果没有人看这那么广告，拥有正确的定位也不会带来多少好处。Anadvertisementscorrectpositioncandolittlegoodtotheproductifithasn,tbeenseenbyanyone.2、广告是跟随潮流还是领导潮流？在何种情况下，广告就会超越反映社会价值的界限，而开始创造社会价值呢？Doesadvertisingfollowtrendsorleadthem?Atwhatpointsdoesadvertisingcrossthelinebetweenreflectingsocialvaluesandcr
27、eatingsocialvalues?3、批评者们认为广告常常跨越这个界限，强烈影响着意志薄弱的群体，比方十几岁的年轻人。确实，不管是从金钱上考虑我们每年花在教育消费者金钱要远远多于花在教育孩子们上的，还是从对沟通的控制力上考虑群众媒体已经不能脱离广告的支持而生存），我们对广告影响力增加的各种担忧比以往任何时候都更有理由。Criticsarguethatadvertisinghasrepeatedlycrossedthelineandhasstronglyinfluencedthegroupswithfrailmindsuchastheyoungerbelowtwenties.Theincre
28、asingpowerofadvertising,bothintermsofmoney(wespendmoreannuallyeducatingconsumersthanwespendeducatingourchildren)andintermsofcommunicationdominance(themassmediacannolongersurvivewithoutadvertisingsupport),hasmadetheseconcernsmoreprominentthanever.UnittwoAgencyStructure一、WordsandExpressionsaccount客户工程
29、AccountExecutive客户主管AccountServices客户部Accountplanning客户筹戈Uadvertiser广告主agency广告代理商sisteragency属同一集团的广告公司AdvertisingDepartment企业广告部client客户Marketshare市场占有率marketing市场营销AssistantPartner董事助理CEO:ChiefExecutiveOfficer首席执行官CFO:ChiefFinancialOfficer首席财务官ManagementSupervisor管理督导CreativeDepartment创作部director
30、总监ArtDirector美术指导CreativeDirector创意总监MediaDepartment媒介部ResearchDepartment调查TrafficDepartment流程协调部二、Text：AdvertisingAgent三、AdvertisingappreciationExampleOneBusinessOpportunity-IndiaWearereputedEngineeringCompanyinIndiahavingsparecapacityformanufactureofHighPrecisioncomponents&assembliesforengineering
31、electronicindustries.Wecanprovidelongtermcompetitiveandreliablesource.Ourfacilitiesincludecomputeraidedengineeringandmanufacturing,CNCtechnology,efficientprocessingcentersetc.Includinggoldplating.WEhaveadequatefacilityforresearchanddevelopmentandateamofexperiencedengineersandtechnicians.Presentlywea
32、remanufacturingclockworkmechanismsfordefenseapplicationsandcommunicationelectroniccomponents.Weareopentodiscussionforsourcingofcomponent,longtermstrategicalliance,technicalcollaborationorfirmbuybackarrangement.Pleasewriteto:MR.RAMESHKUMARCHIEFEXECUTIVEInternationalOperationFaxNO.+91994615204Examplet
33、woSpringClassesSTARTTODAY.It,sfun.Ifsexcitingandromantic,too.Enjoythefeelingofdance,holdingsomeonespecialandmovingtogetherasonetothemusic.ArthurMurray,straineddanceteachersmakeiteasytolearntodance.Comeonandgettogetherwithnewfriends.IfseasytheArthurMurrayWay.HOURS:l-10PM,Mon-Fri.11-3PMSat.SliverSprin
34、g681446Alexandia7514336Bethesda6572700FallsChurch2738848Gaithersburg5900837ExamplethreeConnecticutDepartmentofPublicHealth:WhatisawomanYoureamother,asister,awife.You,dratherdowithoutthanhaveyourfamilydowithout.,(Thefirstpicture)“Buthowwillyourfamilydowithoutyou?Ifyou,reawomanovertheageof40,you,reatg
35、reaterriskforbreastcancer.Butearlydetectioncansaveyourlife.,(Thesecondpicture)“Callinhotlinetoseeifyouqualifyforafreemammogram.1-800-203-1234.Careenoughtocareforyourself,calltoday.,(Thethirdpicture)四、SupplementaryexercisesTranslation:1、针对广告主的目的，受教育水平会影响消费者对媒体种类、媒体的具体内容和节目的选择。Foradvertiserspurposes,e
36、ducationtendstocorrelatewiththetypeofmediumconsumersprefer,aswellasthespecificelementsorprogramswithinamedium.2、受教育程度较低的消费者更倾向于通过电视来获取信息，而受教育程度较高的消费者那么更喜欢印刷媒体、互联网和精选的有线播送电台等媒体。Consumerswithlowereducationarehigherusersoftelevision.Consumerswithhighereducationpreferprintmedia,theInternet,andselectedra
37、dioandcablestations.UnitThreeTelevisionCommercials一、WordsandExpressionsairdate广告播出日answerprint广告样片cast广告演员casting试镜头mastertape原版带storyboard电视广告脚本voiceover画外音二、Text三、AdvertisingappreciationTdLiketoBuytheWorldaCoke.”“ItstheRealThing.”dliketobuytheworldahomeandfurnishitwithlove,Growappletreesandhoneybe
38、es,andsnowwhiteturtledoves.dliketoteachtheworldtosinginperfectharmony,FdliketobuytheworldaCokeandkeepitcompany.It,stherealthing.Cokeiswhattheworldwantstoday.可口可乐公司在1971年创作了dLikeToBuyTheWorldACoke，这首由MCCann-EriCkSOn广告小组创作的歌曲由NewSeekers录制，歌曲推出后大受欢送，后来改名为dLikeToTeachTheWorldToSing作为单曲发行。DeBeersTdmovemo
39、untainsforher,buttodayllstartwithoneextraordinarystone.”TheDiamondEngagementRing.Istwomonth,ssalarytoomuchtospendforsomethingthatlastsforever?Adiamondisforever.德比尔斯我愿为她搬掉大山，但今天我却要从一块特殊的石头开始。订婚钻戒。花两个月的工资去买一件可以直到永远的东西是否值得？钻石恒久远，一颗永流传。DeBeersLisaholdsmespellboundWITHHERWILDIMAGINATIONSOIGAVEHERADIOMOND
40、EQUALLYINSPIREDTheDiamondEngagementRing.Istwomonth,ssalarytoomuchtospendforsomethingthatlastsforever?Adiamondisforever.德比尔斯丽莎用她奔放的想象让我着迷。所以我送给她一颗同样激情四射的钻石。订婚钻戒。花两个月的工资去买一件可以直到永远的东西是否值得？钻石恒久远，一颗永流传。NOTREENOMEWithouttheeucalyptustreeofAustraliaswildbushlands,thekoalacan,tsurvive.Yetdevelopmentthreaten
41、smuchoftheprecioushabitatthat,ssocrucialtoAustraliaswildlife.HelptheAustralianKoalafoundationsavethisrapidlydwindlingresource.Becausenobushlandsmeansnoeucalyptustrees.AndnotreesmeannoKoalas.没有树就没有我没有澳大利亚原始森林中的桂树，考拉就无法生存。然而人类的开发已经威胁到许多对澳大利亚野生动物来说是极其珍贵、至关重要的栖息地。请助澳大利亚考拉基金会挽救这一正在快速消亡的资源。因为没有原始森林就没有核树。而
42、没有树林就没有考拉。四、SupplementaryexercisesTranslation:获取新观点的最好方法是仔细倾听客户的意见。Thereisnobetterwaytogeneratefreshideasthanlisteningcarefullytothecustomer.UnitFourThemeandStructureofEnglishAd一、WordsandExpressions:Adplanning广告筹划admen广告人consumerbehavior消费者行为copyplatform文案大纲creativestrategy创意策略daypart时段infomercial电视
43、直销节目marketsegmentation市场名田分marketprofile市场状况persuasionprocess劝月艮过程valuesandlifestyles（VALS）research价值观与生活方式研究二、ThemeofAdvertising广告的主题：【一）DefinitionofAdvertisingTheme二）ClassificationofAdvertisingTheme广告主题的类型：1、RelationtoPsychology与心理有关2、RelationtoaCorporateImage与企业形象有关3、RelationtoPurchase与购置行动有关4、Re
44、lationtoMarketing与市场营销有关（三）SelectedAdvertisingTheme广告主题的题材选材1、Health健康2、Eating食欲3、Safety平安4、Beauty美感5、FaShion时尚6、Love爱情7、Affection母爱8、HonOUr荣誉9、Status地位10、Sociality社交11、FUnetion效能12、Guarantee承诺13、ConvenienceTj15、HaPPineSS快乐14、Economy经济（四）ExpressionofAdvertisingTheme广告主题的表现Catalogue目录型Comparison比拟型Pe
45、rsuasion劝导型Worry忧惧型三、StructureofEnglishAdvertising英语广告的结构（一）Headline（IncludeSUb-headline）标题：1、DirectHeadline:EX1SONY-Taketheworldwith索尼让世界陪伴你。EX2NISSAN尼桑汽车TOPSALLOTHERJAPANESEManufacutrersinquality质量超群、技冠群芳！EX3NIKEAIR耐克旋风THEREISAIRINOURWALKINGSHOESBECAUSETHEREISNONEINYOUFEET耐克鞋令您脚下生风2、IndirectHeadli
46、neEXlYourFutureinCanada你的未来在加拿大。去加拿大投资的广告标题）EX2BeMyGuest来做我的嘉宾。某饭店的广告标题，有谁不想在饭店里被视为上宾呢？）EX3ThebeautyoftheCalifornia加州美景EXPERIENCETHEALLUREOFASECLUDEDCOVE.BYDAYLIGHTORSTARLIGHTDARK.体验海湾晨光初露或暮色苍茫时的神。EX3GoodbyeRaor.HelloHairoff!刮胡刀再见吧。哈，胡须没有了。3、CombinationHeadlineEXlCometowheretheflavourisMarlboroCount
47、ry进入美的境界一万宝路世界EX2WhatkindofmanreadsPlayBoy?哪种男士要看花花公子？EX3Swissair,sEurope.Theportraitofcontinent.瑞士航空的欧洲。欧洲大陆的肖像。（二）BodyText正文：EXlThakralGroup-oneofIBM,sBestBusinessPartnersYes?Yes!IfyousayyestoIBMIBMwillprovideyouwithamillionbenefitsAndTHAKRALwillprovideyouwithevenmoreservicesatisfaction德加拉集团IBM最好的商业伙伴之一是吗？是的！如果你对IBM说Yes,IBM将提供应你100万利润。而德加拉将提供你更满意的效劳。GoingtotheU.K.ONHOLIDAYORBUSINESSWANTRELIABLEANDECONOMICTRANSPORT?WecanoffershortorlongtermrentalfromourlargefleetoflatestmodelFords.*Freedelivery&collecti
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