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活动设计二十

(二十) Advertising

Teaching Objectives (教学目标):

After completing this lesson, students should be able to:

--comprehend basic vocabulary related to advertising;

--identify and understand basic elements of advertising;

--develop skills to:

Ÿ           understand an advertisement;

Ÿ           choose an appropriate advertising medium;

Ÿ           judge the effectiveness of an advertisement.

I. Discussion (课堂讨论):  Work in pairs. The following are logos of 8 famous companies. How and where do they advertise their products? (logos omitted)

Esprit: fashion magazines

Amway: outdoor billboards; TV commercial

Sony Ericsson: outdoor billboards; magazines

Ikea: catalogues

Starbucks: word of mouth

Nestle: TV commercials; magazines

McDonald’s sports sponsorship; outdoor billboards; TV commercials

Volkswagon: magazines; TV commercials; outdoor billboards

II. Sum-up (总结广告的基本概念):

Product advertising is an important part of the marketing mix. Corporate advertising is not directly concerned with increasing sales of a particular product or service, but more with the brand image, or company culture, a company wants to present to the public. Advertising can pay off handsomely by increasing awareness of a business or product, developing the loyalty of current customers, generating sales and attracting new customers.

Ads should be written to communicate a message that the target audience considers important. It is important to stress the benefits of the product or service and to keep AIDA in mind:

l        attract Attention

l        hold Interest

l        arouse Desire

l        motivate Action

III. Listening practice: Listen and Imitate. (录音呈现和模仿操练)

Task 1: Listen to the advertising slogans twice, and then decide which companies they are from. The first one has been done for you. (answers and scripts omitted)

Task 2:

1. Listen to Martin Jones, an Advertising Manager, talking about his job and fill in the blanks.

  People don’t buy products they don’t know. Our job is to make sure that people or companies who could be buying our products know about them. We also sell what we call the “image” of the company. The image is what people think about a company and its products. This comes from what they hear or read. In our ads, we offer to send people information about the company and its products. People who respond to the ads are the best prospects for our salespeople to call on. Our goal is to make customers out of these prospects. That’s how you build a company.

2. Listen to the advertisements from three advertising agencies: Verity, Impact Ads and Transworld. What different images do they stress in their ads? (questions omitted)

Keys: 1) A  2) C  3) B

Words and expressions:

image; prospect; recognition; ROI (Return on Investment)

IV. Follow-up Practice. (后续练习)

1. Review the following methods by which a company can advertise its product. Have you noticed these forms of advertising media in your daily life? Can you give the names of the companies who apply these methods?

Leaflets & flyers

Showrooms

Sports sponsorship

Radio advertising

TV commercials

The Internet

Magazines

Outdoor billboards

2. Listen to the dialogue between two staff members from Advertising Department about their choice of advertising approaches. How do they evaluate their options?

1) TV commercials: high visibility, but too expensive.

2) Radio advertising: might work if placed well, also too expensive given the budget.

3) Billboards: won’t work on highway, better focus on subway and train advertising.

4) The Internet: will reach a lot of young people.

V. Play the video and make the role play. (视听呈现和角色扮演)

Video 1:

●New words and expressions: audience; visual; commercial; prime time; loyalty; etc.

●Pre-viewing:

1. Suppose you are the Advertising Manager of a clothing company. The company is planning to promote a range of casual clothing targeted at young people. Which of the following media would you choose in the advertising campaign?

Checklist

sports sponsorship

radio

ÖTV commercials

outdoor billboards

posters

Öthe internet

 newspaper

Ömagazines

2. Read the following chart to have a rough idea of the video.

●Viewing:

1. Watch the video. Note down how many kinds of advertising media are mentioned in the discussion, and what they are.

Keys: sponsorship; posters; radio; TV commercials

2. Watch the video again. Choose the correct answer to each question. (questions omitted)

Keys: 1) C  2) B  3) A  4) C  5) A

●Post-viewing: Work in pairs. You are the Marketing Manager and Advertising Manager respectively of a company specialised in children’s shoes. The Children’s Day is coming. Your company is planning an advertising campaign for your products and you are discussing the details of this advertising campaign. Make up a dialogue. (open)

Video 2:

●New words and expressions: marmalade; appeal to sb.; brag; etc.

●Pre-viewing: Read the following chart to have a rough idea of the video.

●Viewing:

1. Watch the video. The ads of some of the following products are mentioned in the discussion. What are they?

ÖAutomobile

Drinks

ÖMarmalade

ÖFurniture

Shoes

ÖIce cream

Cream cheese spread

2. Watch the video again. Match each product with the reason that the students give for liking the ad of these products.

1) marmalade                    a. appeal to the target customers

2) ice cream                     b. create an immediate response

3) Toyota                       c. successfully reach the target market

4) furniture                      d. tell a story

Keys: 1) c  2) a  3) d  4) b

●Post-viewing: Work in small groups. What are your favourite TV commercials? Describe them to your partners and explain why you think they are effective.

V. Assignment

Presentation topics: 1. List the ads you encounter in a typical day. Do you like them or not? Give reasons. 2. To what degree are people influenced by advertising? Give examples.

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