吉林大学：《旅游英语》课程PPT教学课件（Tourism English）Unit 20 Pubicity Literature in Tourism 旅游企划宣传 unit 20- key and text b

The Role of Advertising Advertising is the growing business of bringing information to a large number of people for the purpose of simply to make a "target group"respond in a way to the advertiser's desires.The information may be transmitted by means of the print media,or over the air. When advertisers choose a medium or a group of media to deliver their message,they must consider the kind of product they plan to sell,and the kind of people who are most likely to buy it.They must figure out how to reach the maximum number of people at the lowest possible cost.The cost of reaching a thousand people,for instance,is different in each medium.In the print media,such as newspapers and magazines,advertisers buy space in which to display their messages.In the broadcast media -radio and television- they buy time in which to present them. In most cases,manufacturers and other advertisers do not produce their own advertising.Instead,they rely on advertising agencies that bring together many people with specialized talents in various fields.The advertising agency is no other than a service company.It is appointed by a client to perform certain functions,including planning, creating,researching,producing,and placing printed advertisements and broadcast commercials for the client.Large agencies employ a great variety of specialists,among whom are writers,artists,photographers,film-production specialists,musicians,actors, producers,and directors.Experts in economics,law,accounting,marketing,media, management,and research are also involved in the advertising business. 2

2 The Role of Advertising Advertising is the growing business of bringing information to a large number of people for the purpose of simply to make a “target group” respond in a way to the advertiser’s desires. The information may be transmitted by means of the print media, or over the air. When advertisers choose a medium or a group of media to deliver their message, they must consider the kind of product they plan to sell, and the kind of people who are most likely to buy it. They must figure out how to reach the maximum number of people at the lowest possible cost. The cost of reaching a thousand people, for instance, is different in each medium. In the print media, such as newspapers and magazines, advertisers buy space in which to display their messages. In the broadcast media –radio and television￾they buy time in which to present them. In most cases, manufacturers and other advertisers do not produce their own advertising. Instead, they rely on advertising agencies that bring together many people with specialized talents in various fields. The advertising agency is no other than a service company. It is appointed by a client to perform certain functions, including planning, creating, researching, producing, and placing printed advertisements and broadcast commercials for the client. Large agencies employ a great variety of specialists, among whom are writers, artists, photographers, film-production specialists, musicians, actors, producers, and directors. Experts in economics, law, accounting, marketing, media, management, and research are also involved in the advertising business

Everyone in modern society uses advertising in one way or another.A person may get a job by responding to a classified ad,or he may decide to join an organization whose advertisements express ideas that appeal to him.In choosing food products and other daily necessities,he is usually guided or influenced by advertising.Advertisements may also influence his choice of a vacation spot,restaurant,or recreational activity. The first step preparing large-scale advertising is to conduct research on the possibilities of the product.The members of the agency must come to understand consumers'attitude toward the product and its competitors,and what qualities of the product are most likely to appeal to the buying public. They must find out the age,sex,occupation,income,personality and special interests of the product's prospective customers.They must also learn where the product can be obtained,how it is sold,and what its usage patterns are. Very often,even such factors as climate,season of the year,and holidays have a bearing on sales For instance,cold remedies sell best in winter,and soft drinks in hot weather.The client and the agency must try to make sure that the right message reaches the right people at the right time.All this requires a great deal of research. 3

3 Everyone in modern society uses advertising in one way or another. A person may get a job by responding to a classified ad, or he may decide to join an organization whose advertisements express ideas that appeal to him. In choosing food products and other daily necessities, he is usually guided or influenced by advertising. Advertisements may also influence his choice of a vacation spot, restaurant, or recreational activity. The first step preparing large-scale advertising is to conduct research on the possibilities of the product. The members of the agency must come to understand consumers’ attitude toward the product and its competitors, and what qualities of the product are most likely to appeal to the buying public. They must find out the age, sex, occupation, income, personality and special interests of the product’s prospective customers. They must also learn where the product can be obtained, how it is sold, and what its usage patterns are. Very often, even such factors as climate, season of the year, and holidays have a bearing on sales For instance, cold remedies sell best in winter, and soft drinks in hot weather. The client and the agency must try to make sure that the right message reaches the right people at the right time. All this requires a great deal of research

What makes a potential customer buy a product?There is no single answer.A customer may buy a certain brand of face soap because it is used by a glamorous or favorite movie star or noted sports figure.When selecting a new refrigerator,that same consumer may be attracted by a smart or colorful model. Or perhaps that consumer is most concerned with how much food the refrigerator will hold and how efficiently it uses energy. Some advertisements appeal to logic through straightforward presentation of facts about a product.Others appeal more to the emotions.Most advertisements combine logical and emotional approaches.Advertisements offer consumers an opportunity to make their purchasing decisions from among a wide range of choices.One of the important roles of advertising, therefore,is to provide the consumer with a free and abundant choice.Partly because of the influence of advertising,people have learned to want ever-better products and services,to take better care of their health and to improve their way of living. 4

4 What makes a potential customer buy a product? There is no single answer. A customer may buy a certain brand of face soap because it is used by a glamorous or favorite movie star or noted sports figure. When selecting a new refrigerator, that same consumer may be attracted by a smart or colorful model. Or perhaps that consumer is most concerned with how much food the refrigerator will hold and how efficiently it uses energy. Some advertisements appeal to logic through straightforward presentation of facts about a product. Others appeal more to the emotions. Most advertisements combine logical and emotional approaches. Advertisements offer consumers an opportunity to make their purchasing decisions from among a wide range of choices. One of the important roles of advertising, therefore, is to provide the consumer with a free and abundant choice. Partly because of the influence of advertising, people have learned to want ever-better products and services, to take better care of their health and to improve their way of living

Advertising is the growing business of bringing information to a large number of people for the purpose of simply to make a "target group"respond in a way to the advertiser's desires.The information may be transmitted by means of the print media,or over the air.When advertisers choose a medium or a group of media to deliver their message,they must consider the kind of product they plan to sell,and the kind of people who are most likely to buy it.They must figure out how to reach the maximum number of people at the lowest possible cost.The cost of reaching a thousand people,for instance,is different in each medium.In the print media,such as newspapers and magazines,advertisers buy space in which to display their messages.In the broadcast media -radio and television-they buy time in which to present them. In most cases,manufacturers and other advertisers do not produce their own advertising. Instead,they rely on advertising agencies that bring together many people with specialized talents in various fields.The advertising agency is no other than a service company.It is appointed by a client to perform certain functions,including planning,creating,researching, producing,and placing printed advertisements and broadcast commercials for the client.Large agencies employ a great variety of specialists,among whom are writers,artists,photographers, film-production specialists,musicians,actors,producers,and directors.Experts in economics, law,accounting,marketing,media,management,and research are also involved in the advertising business. Advertising is..the advertiser's desires.广告是一种把信息传递给别人的新兴产业，其目的是 传递某种信息，售卖某种产品或服务，或者仅仅是使目标受体对广告者的信息做出反应。 They must figure out..cost.他们必须弄清楚怎样才能以最低廉的费用来影响最大数量的人群。 The advertising agency is.company.广告公司不仅仅是服务性机构。 Large agencies employ.advertising business.一些大的广告公司雇佣了各行业的专家，他们 之中有作家，艺术家， 摄影师，电影制作专家，音乐家，演员，制片人和导演。经济学，法 律，会计学，市场学， 传媒，管理和研究方面的专家也参与广告业。 5

5 Advertising is the growing business of bringing information to a large number of people for the purpose of simply to make a “target group” respond in a way to the advertiser’s desires. The information may be transmitted by means of the print media, or over the air. When advertisers choose a medium or a group of media to deliver their message, they must consider the kind of product they plan to sell, and the kind of people who are most likely to buy it. They must figure out how to reach the maximum number of people at the lowest possible cost. The cost of reaching a thousand people, for instance, is different in each medium. In the print media, such as newspapers and magazines, advertisers buy space in which to display their messages. In the broadcast media –radio and television-they buy time in which to present them. In most cases, manufacturers and other advertisers do not produce their own advertising. Instead, they rely on advertising agencies that bring together many people with specialized talents in various fields. The advertising agency is no other than a service company. It is appointed by a client to perform certain functions, including planning, creating, researching, producing, and placing printed advertisements and broadcast commercials for the client.Large agencies employ a great variety of specialists, among whom are writers, artists, photographers, film-production specialists, musicians, actors, producers, and directors. Experts in economics, law, accounting, marketing, media, management, and research are also involved in the advertising business. Advertising is … the advertiser’s desires.广告是一种把信息传递给别人的新兴产业，其目的是 传递某种信息，售卖某种产品或服务，或者仅仅是使目标受体对广告者的信息做出反应。 They must figure out … cost.他们必须弄清楚怎样才能以最低廉的费用来影响最大数量的人群。 The advertising agency is … company.广告公司不仅仅是服务性机构。 Large agencies employ … advertising business.一些大的广告公司雇佣了各行业的专家，他们 之中有作家，艺术家，摄影师，电影制作专家，音乐家，演员，制片人和导演。经济学，法 律，会计学，市场学，传媒，管理和研究方面的专家也参与广告业

Everyone in modern society uses advertising in one way or another A person may get a job by responding to a classified ad,or he may decide to join an organization whose advertisements express ideas that appeal to him.In choosing food products and other daily necessities,he is usually guided or influe nced by advertising.Advertisements may also influence his choice of a vacation spot,restaurant,or recreational activity. The first step preparing large-scale advertising is to conduct research on the possibilities of the product.The members of the agency must come to understand consumers'attitude toward the product and its competitors,and what qualities of the product are most likely to appeal to the buying public.They must find out the age,sex,occupation,income,personality and special interests of the product's prospective customers.They must also learn where the product can be obtained,how it is sold,and what its usage patterns are.Very often,even such factors as climate,season of the year and holidays have a bearing on sales For instance, cold remedies sell best in winter,and soft drinks in hot weather.The client and the agency must try to make sure that the right message reaches the right people at the right time.All this requires a great deal of research. Very often,,even such factors.on sales::have a bearing on sth.与..有关系： 甚至是象天气，季节，节假日这样的一些客观因素与销售量都有很大的关系。 6

6 Everyone in modern society uses advertising in one way or another. A person may get a job by responding to a classified ad, or he may decide to join an organization whose advertisements express ideas that appeal to him. In choosing food products and other daily necessities, he is usually guided or influenced by advertising. Advertisements may also influence his choice of a vacation spot, restaurant, or recreational activity. The first step preparing large-scale advertising is to conduct research on the possibilities of the product. The members of the agency must come to understand consumers’ attitude toward the product and its competitors, and what qualities of the product are most likely to appeal to the buying public. They must find out the age, sex, occupation, income, personality and special interests of the product’s prospective customers. They must also learn where the product can be obtained, how it is sold, and what its usage patterns are. Very often, even such factors as climate, season of the year, and holidays have a bearing on sales For instance, cold remedies sell best in winter, and soft drinks in hot weather. The client and the agency must try to make sure that the right message reaches the right people at the right time. All this requires a great deal of research. Very often, even such factors … on sales:have a bearing on sth. 与…有关系： 甚至是象天气，季节，节假日这样的一些客观因素与销售量都有很大的关系

What makes a potential customer buy a product?There is no single answer A customer may buy a certain brand of face soap because it is used by a glamorous or favorite movie star or noted sports figure.When selecting a new refrigerator,that same consumer may be attracted by a smart or colorful model.Or perhaps that consumer is most concerned with how much food the refrigerator will hold and how efficiently it uses energy. Some advertisements appeal to logic through straightforward presentation of facts a bout a product.Others appeal more to the emotions.Most advertisements combine logical and emotional approaches.Advertisements offer consumers an opportunity to make their purchasing decisions from among a wide range of choices.One of the important roles of advertising,therefore,is to provide the consumer with a free and abundant choice.Partly because of the influence of advertising,people have learned to want ever-better products and services,to take better care of their health and to improve their way of living. A customer may.sports figure.顾客购买某一品牌的美容皂，可能是因为某一位迷人的或他 们喜爱的电影明星或著名的运动明星在使用它。 When selecting a new refrigerator,.it uses energy..在挑选一台冰箱时，顾客可能被它的 灵巧而鲜艳的外表所吸引，也可能更关心这种冰箱的容量有多大，是否节电。 7

7 What makes a potential customer buy a product? There is no single answer. A customer may buy a certain brand of face soap because it is used by a glamorous or favorite movie star or noted sports figure. When selecting a new refrigerator, that same consumer may be attracted by a smart or colorful model. Or perhaps that consumer is most concerned with how much food the refrigerator will hold and how efficiently it uses energy. Some advertisements appeal to logic through straightforward presentation of facts about a product. Others appeal more to the emotions. Most advertisements combine logical and emotional approaches. Advertisements offer consumers an opportunity to make their purchasing decisions from among a wide range of choices. One of the important roles of advertising, therefore, is to provide the consumer with a free and abundant choice. Partly because of the influence of advertising, people have learned to want ever-better products and services, to take better care of their health and to improve their way of living. A customer may … sports figure. 顾客购买某一品牌的美容皂，可能是因为某一位迷人的或他 们喜爱的电影明星或著名的运动明星在使用它。 When selecting a new refrigerator, … it uses energy. 在挑选一台冰箱时，顾客可能被它的 灵巧而鲜艳的外表所吸引，也可能更关心这种冰箱的容量有多大，是否节电

The Role of Advertising Advertising is the growing business of bringing information to a large number of people for the purpose of simply to make a "target group"respond in a way to the advertiser's desires.The information may be transmitted by means of the print media,or over the air. When advertisers choose a medium or a group of media to deliver their message,they must consider the kind of product they plan to sell,and the kind of people who are most likely to buy it.They must figure out how to reach the maximum number of people at the lowest possible cost.The cost of reaching a thousand people,for instance,is different in each medium.In the print media,such as newspapers and magazines,advertisers buy space in which to display their messages.In the broadcast media -radio and television- they buy time in which to present them. In most cases,manufacturers and other advertisers do not produce their own advertising.Instead,they rely on advertising agencies that bring together many people with specialized talents in various fields.The advertising agency is no other than a service company.It is appointed by a client to perform certain functions,including planning, creating,researching,producing,and placing printed advertisements and broadcast commercials for the client.Large agencies employ a great variety of specialists,among whom are writers,artists,photographers,film-production specialists,musicians,actors, producers,and directors.Experts in economics,law,accounting,marketing,media, management,and research are also involved in the advertising business. 8

8 The Role of Advertising Advertising is the growing business of bringing information to a large number of people for the purpose of simply to make a “target group” respond in a way to the advertiser’s desires. The information may be transmitted by means of the print media, or over the air. When advertisers choose a medium or a group of media to deliver their message, they must consider the kind of product they plan to sell, and the kind of people who are most likely to buy it. They must figure out how to reach the maximum number of people at the lowest possible cost. The cost of reaching a thousand people, for instance, is different in each medium. In the print media, such as newspapers and magazines, advertisers buy space in which to display their messages. In the broadcast media –radio and television￾they buy time in which to present them. In most cases, manufacturers and other advertisers do not produce their own advertising. Instead, they rely on advertising agencies that bring together many people with specialized talents in various fields. The advertising agency is no other than a service company. It is appointed by a client to perform certain functions, including planning, creating, researching, producing, and placing printed advertisements and broadcast commercials for the client. Large agencies employ a great variety of specialists, among whom are writers, artists, photographers, film-production specialists, musicians, actors, producers, and directors. Experts in economics, law, accounting, marketing, media, management, and research are also involved in the advertising business

Everyone in modern society uses advertising in one way or another.A person may get a job by responding to a classified ad,or he may decide to join an organization whose advertisements express ideas that appeal to him.In choosing food products and other daily necessities,he is usually guided or influenced by advertising.Advertisements may also influence his choice of a vacation spot,restaurant,or recreational activity. The first step preparing large-scale advertising is to conduct research on the possibilities of the product.The members of the agency must come to understand consumers'attitude toward the product and its competitors,and what qualities of the product are most likely to appeal to the buying public. They must find out the age,sex,occupation,income,personality and special interests of the product's prospective customers.They must also learn where the product can be obtained,how it is sold,and what its usage patterns are. Very often,even such factors as climate,season of the year,and holidays have a bearing on sales For instance,cold remedies sell best in winter,and soft drinks in hot weather.The client and the agency must try to make sure that the right message reaches the right people at the right time.All this requires a great deal of research. 9

9 Everyone in modern society uses advertising in one way or another. A person may get a job by responding to a classified ad, or he may decide to join an organization whose advertisements express ideas that appeal to him. In choosing food products and other daily necessities, he is usually guided or influenced by advertising. Advertisements may also influence his choice of a vacation spot, restaurant, or recreational activity. The first step preparing large-scale advertising is to conduct research on the possibilities of the product. The members of the agency must come to understand consumers’ attitude toward the product and its competitors, and what qualities of the product are most likely to appeal to the buying public. They must find out the age, sex, occupation, income, personality and special interests of the product’s prospective customers. They must also learn where the product can be obtained, how it is sold, and what its usage patterns are. Very often, even such factors as climate, season of the year, and holidays have a bearing on sales For instance, cold remedies sell best in winter, and soft drinks in hot weather. The client and the agency must try to make sure that the right message reaches the right people at the right time. All this requires a great deal of research

What makes a potential customer buy a product?There is no single answer.A customer may buy a certain brand of face soap because it is used by a glamorous or favorite movie star or noted sports figure.When selecting a new refrigerator,that same consumer may be attracted by a smart or colorful model. Or perhaps that consumer is most concerned with how much food the refrigerator will hold and how efficiently it uses energy. Some advertisements appeal to logic through straightforward presentation of facts about a product.Others appeal more to the emotions.Most advertisements combine logical and emotional approaches.Advertisements offer consumers an opportunity to make their purchasing decisions from among a wide range of choices.One of the important roles of advertising, therefore,is to provide the consumer with a free and abundant choice.Partly because of the influence of advertising,people have learned to want ever-better products and services,to take better care of their health and to improve their way of living. 10

10 What makes a potential customer buy a product? There is no single answer. A customer may buy a certain brand of face soap because it is used by a glamorous or favorite movie star or noted sports figure. When selecting a new refrigerator, that same consumer may be attracted by a smart or colorful model. Or perhaps that consumer is most concerned with how much food the refrigerator will hold and how efficiently it uses energy. Some advertisements appeal to logic through straightforward presentation of facts about a product. Others appeal more to the emotions. Most advertisements combine logical and emotional approaches. Advertisements offer consumers an opportunity to make their purchasing decisions from among a wide range of choices. One of the important roles of advertising, therefore, is to provide the consumer with a free and abundant choice. Partly because of the influence of advertising, people have learned to want ever-better products and services, to take better care of their health and to improve their way of living

1 What according to the text is advertising? 8 Advertising is the growing business of bringing information to a large number of people for the purpose of simply to make a "target group"respond in a way to the advertiser's desires. 点 h 中 11

11 1 What according to the text is advertising? Advertising is the growing business of bringing information to a large number of people for the purpose of simply to make a “target group” respond in a way to the advertiser’s desires