Unit 2

1. Unit 2 Advertising

2. Contents: Part I: More information about the Text Part II: More skills about Practical Writing Part III: Practice makes perfect--- Practical training

3. Part I More information about the Text The definition of advertising Advertise, advertiser, advertisement & advertising The merits and demerits of ads Classification of advertisement Four functions of a successful advertisement Famous ads

4. The definition of advertising: • Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. • Media are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and mail. The newspaper, magazine, broadcast and TV are called the four main media of advertising. Moreover, any kind of objects or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc.

5. The merits and demerits of advertising: • With the growing influence of mass media, advertising invades every aspect of our lives. Whenever we turn on the TV, look through a newspaper, open the mailbox, or surf on the Internet, advertisements would immediately jump into our sight. As they make things so attractive, we often end up buying things that we do not really need. Advertising not only adds to the price of the goods, thus harming the consumer's interest, but also imposes a kind of materialistic value upon the audience.

6. More information about advertising: But that is only part of the story-advertisements are informative as well as persuasive. They provide us with up-to-date information about the latest products. Some advertisements are so elegantly presented that we are inspired or even moved. No matter it is an evil or an angel, advertisement has become an indispensable part of our modern life.

7. Advertise, advertiser, advertisement & advertising(I) advertise: advertise (vi & vt) （在报纸、广播、电视上）为（产品等）做广告E.g. We should advertise for someone to look after our children .　　我们应登广告找一个照看孩子的人。 advertise in newspapers / magazine 在报纸或杂志上做广告E.g. She advertised for her lost son in the evening paper .　　他在晚报上登广告寻找丢失的儿子。advertise on / radio / TV 在广播电台或电视上做广告 E.g. 1) This company heavily advertise its product on radio and television . 这家公司在电台和电视上大作广告。2) Only very established ，well-known clothing companies can successfully advertise through radio . 只有很稳固、知名度很高的服饰公司能成功地通过广播电台做广告。

8. Advertise, advertiser, advertisement &advertising (II) advertiser: • The advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the advertising information. The specific owner should be a recognizable group, including corporation, enterprise, government, organization and individual.

9. Advertise, advertiser, advertisement & advertising(III) advertisement： produce an advertisement for 为……做广告。 put (in) an advertisement in the newspaper 在报纸上登广告。 Advertisement helps to sell goods . 广告有助于推销货物。I wish I could buy all the beautiful things I see in advertisement . 我希望能买到广告上看见的所有美丽的东西。We plan to place an ad in the newspapers , but they want to put theirs on radio . 我们准备在报纸上登广告，而他们打算在电台上做广告。

10. Advertise, advertiser, advertisement & advertising(IV) advertising： advertising 是不可数名词，〔总称〕广告；广告 advertising firm 广告公司 The store attracted many customers by advertising .这家商店通过广告吸引了众多顾客。Milward Agency is equipped to handle any advertising job .美尔瓦广告代理处有能力处理任何广告工作。

11. Classification of Advertisements (I)Consumer Advertising: Most television, radio, newspaper and magazine ads are consumer advertisements. They are sponsored by the manufacturer of the product or the dealer who sells the product. They are usually directed at the ultimate consumer of the product or at the person who will buy the product for someone else’s use. It uses the widest range of forms and devices, whose main task is to attract readers and urge them to buy the product .

12. Classification of Advertisements (II)Business Advertising: • Business advertising is often said to be invisible, because unless you are actively involved in some business, you are unlikely to see it. The majority of advertising you see as a consumer appears in mass consumer media. Business advertising, on the other hand, tends to be concentrated in specialized business publications or a professional journal, in direct-mail pieces mailed to business establishments, or in trade shows held for specific areas of business. Until recently, business advertising was rarely seen in the mass media.It needn’t put much effort in attracting its readers, its words are more practical.

13. Classification of Advertisements (III)Service Advertising: Service advertising is actually part of consumer advertising and business advertising, since consumer goods and industrial goods both include relevant service. However, due to its intangible feature, service is advertised in a more imaginable way. Hence wording service advertising is somewhat different from product advertising. Service advertising appears in both mass consumer media and specialized business publication according to its different target audience—consumer or people in business.It describes more about its product in some imaginable way.

14. Classification of Advertisements (IV)Public Interest Advertising: The general objective of public interest advertising is to inform, persuade, or remind people about the particular idea, cause, or philosophy being advertised. This kind of advertising is often used by non-business institutions, such as schools, hospitals and charitable organizations. We also see advertising by associations. In addition, we witness millions of dollars worth of advertising placed by government organizations. Much government advertising announces the availability of such valuable government services as consumer assistance, welfare aid, or career guidance. It is a nonprofit action, which however still needs to attract readers’ attention, tries to strike the reader in emotional way and urges them to take action immediately.

15. Four functions of a successful advertisement: (1) Attention—a good advertisement should attract the consumer to direct their attention to the product of it.(2) Interest—the introduction and publicity of an advertisement should arouse consumers’ great interest.(3) Desire—the publicity of advertising should stimulate consumers’ desire to buy the product, and make them realize that this product is just what they want.(4) Action—the advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.

16. Famous advertisements (I): • I love it! 我喜欢！ (麦当劳 ) • We integrate, you communicate. 我们集大成，您超越自我。(三菱电子 ) • The new digital era. 数码新时代 (索尼影碟机 ) • We lead. Others copy. 我们领先，他人效仿。(理光复印机 ) • Impossible made possible. 使不可能变为可能。 (佳能打印机 ) • Take time to indulge. 尽情享受吧！ (雀巢冰淇淋 ) • Come to where the flavor is. Marlboro Country. 光临风韵之境——万宝路世界 (万宝路香烟 ) • Empowered by innovation. 创新无所不能。 (NEC 手机) • Expression completed. 极至魅力。( LG 手机 ) • Everyone’s invited. 三星数码世界欢迎您。 (三星手机 ) • Catch me if you can. 魅力超速我等你。 (夏新手机 ) • Science and technology creates beauty. 科技美学化。 (TCL 手机 ) • Do every single thing as carefully as possible. 专注做好每件事。 (科健手机 ) • Technology with love innovate your life. 动情科技新生活。(海信手机 ) • I’m outstanding because I’m professional. 我强，因为我专。(中兴手机 ) • It’s different. 彰显自我个性。 (大显手机 ) • Let the world hear the voice of China’s. 让世界倾听中国的声音。 (康佳手机 ) • It’s world’s as well as China’s. 中国的，世界的。 (CECT手机 ) • Fascinate yourself. 诱惑你自己。(波导手机)

17. Famous advertisements (II): • A Mars a day keeps you work, rest and play. 一天一颗巧克力，工作休闲和娱乐。（金星巧克力） • There is Kentucky, the good flavour of life. 有了肯德基，生活好滋味 （肯德基） • Time always follows me. 时间因我存在 （罗西尼手表） • We can’t forget ahead by sticking to existing roads. 开拓进取，来源于勇气创新 （奥迪汽车） • Intelligence everywhere. 智慧演绎，无处不在 （摩托罗拉手机） • The more you listen, the more you learn. 听得越多，学得越多（德生收音机） • Double Star Takes you Afar. 穿上“双星”鞋，潇洒走世界 （双星鞋） • The choice of new generation. 新一代的选择 （百事可乐） • Sincerity is forever. 真诚到永远。 （海尔） • Poetry in motion, dancing close to me. 动态的诗，向我舞近（丰田轿车）

18. Famous advertisements (III): • Time is what you make of it. 天长地久（斯沃奇手表） • Make yourself heard . 倾听自我\理解就是沟通 （爱立信手机） • Just do it. 只管去做。（耐克运动鞋） • A diamond lasts forever. 钻石恒久远，一颗永留传（戴比尔斯钻石） • Things go better . 饮可口可乐，万事如意。 （可口可乐） • Connecting people. 科技以人为本。 （诺基亚手机） • Let’s make things better . 让我们做得更好。 （飞利浦电器） • Mosquito Bye, Bye, Bye . 蚊子杀杀杀。 （雷达牌驱虫剂） • A Kodak moment. 就在柯达一刻。 （柯达相纸\胶卷） • Ask for more . 渴望无极限。 （百事可乐）

19. Famous advertisements (IV): • We’ll treat you like gold. 我们对待您像对待金子。 • The Spirit of Korea isin the Air. 韩国的精神在空中。 • Take the TOSHIBA. Take the world. 拥有东芝，拥有世界。 • Behind that healthy smile, there’s a Crest kid. 健康笑容来自佳洁士。 • Make your every hello a real good-buy. 让你的每次电话都能买到如意的东西。 • No business too small , no problem too big. 没有不做的小生意，没有解决不了的大问题。 • Not all cars are created equal. • The Relentless pursuit of Perfection. 追求完美永无止境。 • Standard of the world. 世界的标准. • Minolta, finest to put you finest. 第一流的美能达，第一流的你。 • Quality nevergoes out of style. 质量与风格共存。

20. Part II More skills about Practical Writing Job information More abbreviations Personal qualifications

21. Wanted ad

22. Job information (I)A Job Wanted Ad Dalian Business Institute is a private college located a beautiful beach city in Northeast China—Dalian. Now we are seeking for one foreign English teacher and one Japanese teacher. Qualifications: •  American (British, Canadian or Australian ) citizen; Japanese citizen; •  With college diploma; •  Minimum one year experience in language teaching in china. Those interested please contact MS. Liao at 0411—85969336 or Email to : cathyliao@163.com

23. Job information (II)Help wanted (I) • We are Asia representative of Kaindl Flooring GmbH, a leading laminate flooring producer based in Austria. We are looking for qualified candidates for the following positions:Sales representative: university graduate; age: below 30; CET-4, at least 2 years marketing experience is preferred; required to travel; must work independently and be result-oriented.Accountant: university graduate; CET-4; at least 5 years experience in accounting. Pls. send your resume with recent photo, relevant documents and salary expectations to:

24. Job information (III)Help Wanted (II) • Looking for 2 key bilingual American Asians living in US to Qualify for FREE 8 day, 7 night cruise to Caribbean- airfare included. Prize earned by marketing #1 natural anti-aging products, vitamins and award-winning biodegradable cleaners. Respond now- offer expires March 31, 2006. For more information contact [email] lanee@shaklee.com or [/email] [email] marketsinternational@gmail.com [/email] .

25. Job information (IV)Help Wanted (III) • SECRETARY Part-time position available in friendly, busy office. Good typing and general office skills. Some weekends required. High pay. Various duties. Apply（申请）at East Side Management, 500 Park Drive, DeWitt, NY. 13214. • NURSES’ ASSISTANTS Full-time and part-time positions available for modern nursing home. High pay. Call Mrs Downes, R.N. at 534-7618. • SALESPERSON Experienced. Must have some knowledge of men’s clothing industry. Available to work evenings and some Saturdays. Send resume（个人简历）to: Martin’s Apparel, 237 Rockledge St, Syracuse, NY. 13224. HOTEL needs part-time FRONT DESK CLERK.

26. Job information (V) • MSC\BSC Testing Engineer Radio Design Engineer (BSS) • Requirements for the position: • Bachelor degree in telecommunication, computer, etc. • Two years of corresponding working experience • Knowledge of GSM or CDMA • Good ability of English listening, speaking, reading and writing • Master of Microsoft office software , such as Excel and Power Point • Good team spirit but capable of working independently, working hard and being willing to travel, constantly seeking new technology development • Perform services implementation process in accordance with ISO9002 standard requirements

27. Job information (VI)Driver for Beijing Project Office (BPO) • Position NameDriver • Reports toProject Administrative Officer • Position Summary The Beijing Program Office of China-Canada Agriculture Development Program requires a Driver to carry out certain responsibilities related to the needs of the projects. The Driver will work under the supervision of Program Administrative Officer and will be primarily responsible for transportation and logistical duties related to the implementation of the Small Farmers Adapting to Global Market Project (SFAGM), Sustainable Agriculture Development Project Phase II (SADP II) and the Livestock Health Extension Service Project (LHESP) as deemed necessary. • Duties and Responsibilities The Driver, under contract to Agriculture & Agri-Food Canada (AAFC) will be responsible to: Driving • Qualifications and Minimum Requirements • Good in oral English; • Typically requires two year of related experience; • Local residence in Beijing (Chaoyang district preferred); • Outgoing personality. Highly organized. Pleasant, courteous and helpful. • Salary RangeCommensurate with qualifications.

28. More abbreviations (I) admim ( administrative 行政的 ) Jr (junior 初级) K (1000元 ) agcy (agency 经销商 ) knowl (knowledge 知识 ) Lv/lvl (level 级/层) loc (location 位置、场所 ) asst (assistant 助理) mach (machine 机器) attn (attention 给, 与…联系 ) appt (appointment 约会、预约) eqpt (equipment 装备 ) pref (preference 有经验者优先) bkgd (background 背景 ) manuf/mf (manufacturing 制造) bldg (building 建筑物、大楼 ) mech (mechanic 机械的) bus (business 商业、生意) mgr (manager 经理 )clk (clerk 办公室职员) m-f (monday-friday 从周一到周五) co (company 公司 ) mo (month 月 ) pls (please 请 )coll (college 大专学历) nec (necessary 必要的) comm (commission 佣金 ) oppty (opportunity 机会) corp cororation (有限公司) ot (overtime 超时) data pro (data processing 数据处理 ) perm (permanent 永久性的) dept (department 部 ) dir (director 董事 ) pos (position 职位) div (division 分工、部门) prev (previous 有先前经验)

29. More abbreviations (II) etc (and so on 等等 ) P/T (part time 非全日制 ) eves (evenings 晚上) refs (references 推荐信) exc (excellent 很好的) gd (good 好) rel (reliable 可靠的) exp (experience 经验) reps (Representative 销售代表) req (required 需要) ext (extension 延伸) sal (salary 工资) fr. ben (fringe benefits 额外福利) F/T (full time 全日制) sh (shorthand 人手不足) sr (senior 资深) grad (graduate 毕业 ) stdnt (student 学生 ) hrly (hourly 每小时) hosp (hospital 医院) stmts (statements 报告) tech (technical 技术上) hr (hour 小时) tel/ph (telphone 电话 ) temp (temporarily 临时工作) HS (high school 高中学历) trans (transportation 交通) immed (immediate 立即) typ (typing/typist 打字/打字员) ind (industrial 工业的) inexp (inexperienced 无经验的) Wpm (words per minute 打字/每分钟) int’l (international 国际性的) exp’d (experienced 有经验的) secty (secretary 秘书) hqtrs (headquarters 总部) wk (week/work 周/工作 ) trnee (trainee 实习生)

30. Personal Qualifications (I) • 1. Mature，dynamic and honest．思想成熟、精明能干、为人诚实。 2. Excellent ability of systematical management．有极强的系统管理能力。 3.Ability to work independent1y，mature and resourcefu1． 能够独立工作、思想成熟、应变能力强。 4.A person with ability plus flexibility should app1y. 需要有能力及适应力强的人。 5.A stable personality and high sense of responsibility are desirable. 个性稳重、具高度责任感。 6.Work well with a multi-cultural and diverse work force. 能够在不同文化和工作人员的背景下出色地工作。 7. Bright，aggressive applicants. 反应快、有进取心的应聘者。 8. Ambitious attitude essential．有雄心壮志。 9.Initiative，independent and good communication skill． 积极主动、独立工作能力强，并有良好的交际技能。 10.Willing to work under pressure with leadership quality． 愿意在压力下工作，并具领导素质。

31. Personal Qualifications (II) 11. Willing to assume responsibilities. 应聘者须勇于挑重担。 12.Mature，self-motivated and strong interpersonal skills. 思想成熟、上进心强，并具极丰富的人际关系技巧。 13.Energetic，fashion-minded person. 精力旺盛、思想新潮。 14. With a pleasant mature attitude. 开朗成熟。 15. Strong determination to succeed．有获得成功的坚定决心。 16. Strong leadership skills．有极强的领导艺术。 17.Ability to work well with others. 能够同他人一道很好地工作。 18. Highly-motivated and reliable person with excellent health and pleasant personality. 上进心强又可靠者，并且身体健康、性格开朗。 19.The ability to initiate and operate independently. 有创业能力，并能独立地从业。 20.Strong leadership skill while possessing a great team spirit. 有很高的领导艺术和很强的集体精神。

32. Personal Qualifications (III) • 21. Be highly organized and efficient． 工作很有条理，办事效率高。 22. Willing to learn and progress． 肯学习进取。 23. Good presentation skills. 有良好的表达能力。 24. Positive active mind essential．有积极、灵活的头脑。 25. Ability to deal with personnel at all levels effectively. 善于同各种人员打交道。 26. Have positive work attitude and be willing and able to work diligently without supervision. 有积极的工作态度，愿意和能够在没有监督的情况下勤奋地工作。 27.Young，bright，energetic with strong career-ambition. 年轻、聪明、精力充沛，并有很强的事业心。 28. Good people management and communication skills. Team player. 有良好的人员管理和交际能力。能在集体中发挥带头作用。 29. Able to work under high pressure and time limitation. 能够在高压力下和时间限制下进行工作。 30.Be elegant and with nice personality. 举止优雅、个人性格好。 31. With good managerial skills and organizational capabilities. 有良好的管理艺术和组织能力。 32. The main qualities required are preparedness to work hard, ability to learn, ambition and good health. 主要必备素质是吃苦耐劳精神好、学习能力优 、事业心强和身体棒。 33. Having good and extensive social connections. 具有良好而广泛的社会关系。 34. Being active, creative and innovative is a plus. 思想活跃、有首创和革新精神尤佳。 35.With good analytical capability. 有较强的分析能力。

33. Part III Practice makes perfect Sharpen your mouth Sharpen your brain

34. Practice makes perfect (I)sharpen your mouth • In the following conversation, Tanya Nichols, the owner of an ice cream manufacturing company, is talking with her marketing manager, Carla Hutchison, about the advertising campaign for the company’s new ice-cream sandwich. Discuss with your partner and try to make up a dialogue using the above information. (Next page is a sample.)

35. Tanya: Good morning, Carla. How are you today? Tanya: Great, thanks. So, what’s the status of our advertising campaign? Tanya: What style will the ads use? Tanya: Sounds like an ideal approach. Will we have a new slogan? Tanya: Sounds like we’ll have a winner on our hands! Carla: I’m doing fine. How about you? Carla: As I mentioned before, it’ll be a national campaign starting next month. We’ve decided to use a variety of media for full coverage. First, we’ll have 30-second spots on television once a day for 3 weeks.At the same time, we’ll do 15-second radio commercials 3 times a day in selected cities with large populations. Finally, we’ll have some outdoor ads using billboards near main entrances to big cities. Carla: We’re focusing on slice of life, showing how you can beat the summer heat by biting into a cool ice-cream sandwich. There’ll be some reason why thrown in to hype our choice of flavors and show everyone they’re not stuck with just vanilla. Carla: Definitely. The advertising agency’s working on that right now. They’ll have some proposals ready by the end of the week. Sample:

36. Sharpen your mouth (II) • Would you like to tell us the importance of ad?

37. Sharpen your brain Would you like to write a help wanted ad? ※ Your company wants to employ an experienced sales manager and you have to write a help wanted ad on the newspaper. ※ An English teacher is being wanted in a primary school. ※ New Era Travel Agency wants to employ a part-time guide.