大学英语阅读教案

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第 1 次课    授课时间 2005-2-28    教案完成时间 2005-2-5

 

Unit 1 Advertising

Advertising, a form of commercial mass communication designed to promote the sale of a product or service, or a message on behalf of an institution, organization, or candidate for political office. Evidence of advertising can be found in cultures that existed thousands of years ago, but advertising only became a major industry in the 20th century. Today the industry employs hundreds of thousands of people and influences the behavior and buying habits of billions of people. Advertising spending worldwide now exceeds $350 billion per year. In the United States alone about 6,000 advertising agencies help create and place advertisements in a variety of media, including newspapers, television, direct mail, radio, magazines, the Internet, and outdoor signs. Advertising is so commonplace in the United States that an average person may encounter from 500 to 1,000 advertisements in a single day, according to some estimates.

Most advertising is designed to promote the sale of a particular product or service. Some advertisements, however, are intended to promote an idea or influence behavior, such as encouraging people not to use illegal drugs or smoke cigarettes. These ads are often called public service ads (PSAs). Some ads promote an institution, such as the Red Cross or the United States Army, and are known as institutional advertising. Their purpose is to encourage people to volunteer or donate money or services or simply to improve the image of the institution doing the advertising. Advertising is also used to promote political parties and candidates for political office. Political advertising has become a key component of electoral campaigns in many countries.

Many experts believe that advertising has important economic and social benefits. However, advertising also has its critics who say that some advertising is deceptive or encourages an excessively materialistic culture or reinforces harmful stereotypes. The United States and many other countries regulate advertising to prevent deceptive ads or to limit the visibility of certain kinds of ads.

In 2000 the United States was the leading advertising market in the world with total advertising spending of $147.1 billion. Japan ranked second with $39.7 billion, followed by Germany with $20.7 billion, the United Kingdom with $16.5 billion, and France with $10.7 billion. METHODS OF ADVERTISING

To reach the consumer, advertisers employ a wide variety of media. In the United States, the most popular media, as measured by the amount of ad spending, are television, newspapers, direct mail, radio, Yellow Pages, magazines, the Internet, outdoor advertising, and a variety of other media, including transit ads, novelties, and point-of-purchase displays. (These rankings are measured each year by Advertising Age, an advertising trade magazine, and seldom vary.)

In Canada, newspapers are the most popular advertising medium, followed by television, magazines, radio, and outdoor advertising. Canada is the ninth largest advertising market in the world.

In 1999 television attracted about 23.4 percent, or $50.4 billion, of the advertising dollars spent in the United States. Television is available to advertisers in two forms: broadcast and cable. Broadcast TV—television signals that are sent over the air rather than through cable wires—generates all of its revenue from advertising. Advertising accounts for about 60 percent of cable television revenues with the rest coming from subscriber fees.

To run commercials on television, advertisers buy units of time known as spots. The standard units of time are 15, 30, or 60 seconds in length. These spots are purchased either locally or from a national network. Because of the high cost of national network spots, ranging from hundreds of thousands of dollars to millions of dollars, only large national advertisers can afford to run network television spots. Advertisers wishing to reach a local audience can buy time from an individual station. But even these spots cost so much to produce and run that small and even many mid-sized companies cannot afford them.

In the United States, newspapers are the second most popular advertising medium after television and in 1999 received 21.7 percent, or $46.6 billion, of all advertising dollars. Newspapers enable advertisers to reach readers of all age groups, ethnic backgrounds, and income levels. Two types of advertising appear in newspapers: classified advertising, such as the want ads, and display advertising. Display ads range in size from as large as a full page to as small as one column in width and less than one centimeter (less than one inch) in length. Display ads often contain illustrations or photographs and usually provide information about where the product or service being advertised can be purchased. Typically, advertising makes up about 65 percent of a newspaper's content and generates about 65 percent of a newspaper's revenue. About 88 percent of this revenue comes from local businesses.

Most advertisers believe that newspaper ads fail to convey the kind of emotional images that build brand image. As a result, most newspaper advertising is done by retailers who use newspaper ads to provide timely information that can lead to immediate sales. Newspapers are particularly well suited to this role because most are published daily. Readers can clip coupons from the newspaper and cash them in quickly at local stores. People also turn to newspapers for immediately useful information about product discounts, bank interest rates, restaurant specials, and entertainment.

Direct mail is the third largest advertising medium, attracting about 19.2 percent, or $41 billion, of all U.S. advertising dollars in 1999. Direct mail advertising, as the name implies, is advertising that is sent directly to people by mail, usually through the postal system. Increasingly, however, electronic mail (e-mail) is being used as a direct mail device. Direct mail can be as simple as a single letter or as involved as a catalog or an elaborate e-mail known as HTML mail that offers graphics and links to more information.

Radio attracted about 8 percent, or $17.2 billion, of all U.S. advertising dollars, making it the fourth largest advertising medium in 1999. Although national advertisers can buy national network radio time, 90 percent of all radio advertising is local. Unlike television which reaches a broad audience, the specialized programming of radio stations enables advertisers to reach a narrow, highly specific audience such as people who like sports or urban teenagers who listen to the latest styles of popular music. Because many people listen to radio while in their cars, radio also enables advertisers to reach prospects just before they go shopping. But because people listen to the radio while doing something else such as driving or working, radio commercials can be easily misunderstood. As a result, radio ads work best when the messages are relatively simple ones for familiar, easily understood products.

Yellow Pages, the thick directories of telephone listings and display advertisements, represented the fifth most popular advertising medium in 1999, attracting $12.6 billion, or 5.9 percent, of total advertising spending. Almost all advertising in the Yellow Pages is local advertising.

Magazines ranked sixth in 1999 in total U.S. ad spending, representing 5.3 percent, or $11.4 billion. Although newspapers reach all different kinds of readers, a magazine’s specialized editorial content generally reaches readers who have similar interests. The relatively specialized, narrow audience of a magazine enables an advertiser to speak to those most likely to buy a particular product. For example, a manufacturer of mascara who advertises to teenage girls could use a magazine with editorial content aimed especially at teenage girls to reach that audience exclusively.

In 1999 the Internet accounted for $1.9 billion in advertising revenue in the United States, or 0.9 percent of total ad spending. Advertisements on the Internet often take the form of banners, buttons, pop-ups, and sponsorships. But the most important aspect of Internet marketing is that the World Wide Web allows advertisers to personalize their messages for individual customers. For example, each time a customer visits a commercial Web site that person is often welcomed by name and is offered information about new products based on the type of products the person has purchased in the past. Moreover, the customer can then order the product immediately without venturing out to a store. By allowing advertisers to customize their advertising, the Internet enables them to build customer loyalty and generate stronger sales results.

Outdoor advertising amounted to 0.8 percent, or $1.7 billion, of total ad spending in the United States in 1999. Outdoor advertising is an effective way to reach a highly mobile audience that spends a lot of time on the road—for example, in commuting to and from work or as part of their job. It offers the lowest cost per exposure of any major advertising medium, and it produces a major impact, because it is big, colorful, and hard to ignore. The messages on outdoor boards have to be very brief. So outdoor advertising primarily serves as a reminder medium and one that can trigger an impulse buy.

A wide variety of other advertising media make up the remainder of total ad spending. Transit advertising is mainly an urban advertising form that uses buses and taxi tops as well as posters placed in bus shelters, airports, and subway stations. Like outdoor boards, transit is a form of reminder advertising that helps advertisers place their name before a local audience. Finally, point-of-purchase advertising places attention-getting displays, streamers, banners, and price cards in the store near where the product is sold to explain product benefits and promote impulse buys.

海尔：梦想超越国界，创新永无止境

白沙：鹤舞白沙，我心飞翔

普腾电器：走出中国人自己的路

北京吉普：勇往直前的伴侣

CBS (News): The Eye in the Eyes

Energizer Batteries: Keeps going and going and going

Coca-Cola: The pause that refreshes

Stones Bitter (Beer): There's no taste like Stones

Pepsi-Cola: Ask For More

Twix (Candy): Two for me, none for you

     Two major factors in cigarette smoking have long been recognized—psychological and social factors. Now research has clearly revealed a third important link in the habit—physical dependence on nicotine which slowly but surely develops in many smokers. When people first start smoking, their bodies must get used to the nicotine. After smoking becomes a habit, their bodies may depend on getting nicotine.

When smokers try to quit, the body often reacts to the withdrawal of nicotine. This can result in craving for tobacco, restlessness, irritability, anxiety, headaches, drowsiness, stomach upsets, and difficulty concentrating. Because these effects can defeat even a strong willpower, your chances of quitting successfully are greater with a program that provides an alternative source of nicotine to help alleviate tobacco withdrawal while you concentrate on breaking the habit.

If you are determined enough to sustain a strong effort, your chances of breaking the smoking habit are better than ever. Now your doctor can provide a treatment to help control nicotine withdrawal symptoms, materials to help you overcome the psychological and social factors, plus valuable counseling and follow-up. Merrell Dow has conducted extensive research into the smoking problem and is providing a wide range of support to health professionals.

 

The Northern Trust Company in Chicago is grateful we did not inspire that telling quotation from Robert Frost. Frost was a four-time recipient of the Pulitzer Prize for Poetry, and his remark demonstrates his crusty New England sense of satire.

     For over 96 years we've been protecting people from a rainy day, and now we're serving today's generation. With personal banking products like our Equity Credit Line. It lets you use the roof over your head to gain a personal line of credit. We want to talk to you about it. And about all your banking needs.

get wet, give us a call.                                            

(312) 630-6000

 

Think they’re the lowest?             Think again.

 

 

 

 

 

 

Home sweet Honda.

The 1983 Accord Hatchback offers all the comforts of home. Plus a few more of its own.

    The Accord's spacious interior and plush trim are wonderfully in, viting. And once on the road, its excellent handling and roadability are proven at every turn.

    Quality Honda engineering features include front-wheel drive, 4-wheel independent suspension and power-assisted self-adjusting ventilated front disc brakes. Steel-belted radial tires, a maintenance reminder and electronic warning system all come standard.

    A new 4-speed automatic transmission with variable-assist power steering is also available. It not only makes driving simpler, but offers improved automatic fuel economy as well.

    The Accord Hatchback can improve your personal economy, too. Because in spite of all it has to offer, this hatchback is still our lowest priced Accord. Which is one more reason so many people find it so nice to come home to.

* For 5-speed transmission, 32 EPA estimated mpg, 45 estimated highway. For automatic transmission, 29 EPA estimated mpg, 40 estimated highway. Use estimated mpg for comparison.  Your mileage may vary according to weather, speed or length of trip.  And you can expect actual highway mileage to be less. California mileage will be lower.

 

In the first Period:

1. Read Part One and Answer the question: what is advertising (in your own words)?

2. Study the variety of advertisements in Part Three and answer the question: in what way do the three advertisements appeal to consumers respectively?

3. Translate the advertisement slogans in Part Two.

In the second Period:

4. Please create an advertisement and a slogan for Coca-cola (You can draw, write and perform it.).

5. Perform this advertisement.

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