新标准商务英语综合教程3教师用书（共10个单元）.pdf

Unit1Advertising

Objectives

Reading:Theharderhardsell

Grammar:Gerundsandinfinitives

Listening:Goodadvertising;Novelwaystoreachconsumers

Careerskills:Storytelling

Cultureatwork:Waysoftellingastory

Dilemma:DangerZone

Aproductorservice’sbenefitsmaybeadvertisedinmanyways—
through

TV/radiocommercials,adsinmagazinesandpapers,websites,posters/billboards,PR,

directmail,celebrityendorsement,etc.

Thisunitlooksattheimportanceoftargetinganaudienceeffectively.It

highlightsthefactthatthecurrentgrowthintheInternetandothernewmediaisthe

causeofbigchangesintheadvertisingindustry.Companiescontinuallyneedtofind

newandinnovativewaysofadvertisingandmanyareturningtoformssuchasin-

storedisplays,productplacementsanddemonstrationstocommunicatetheirproduct’s

benefits.

IntroducethetopicbyaskingSstoconsiderthesignificanceofthetitle“The

powerofpersuasion.”Itimplieshowpowerfuladvertisingcanbeinpersuading

peopletobuyaproduct/service.

Warmingup

1AskSstodiscussthequestionsinpairs/smallgroups.Infeedback,youmaywish

tocollectthegroups’suggestionsontheboardforthelastquestion.

2AskSsiftheyrecognizeanyoftheadvertisements.ThenaskSstoworkin

pairs/smallgroupsanddiscussthequestions.

3AskSstodiscussthebestlocationsforthesixthingslisted.Infeedback,

encourageSstogivereasonsfortheirviews(e.g.Agoodplacetoadvertise

medicalinsurancemightbeinadoctor’ssurgery,oradentist’swaitingroom.).

4targetaudience,media,billboards,advertisingagencies,commercials,publicize,

advertisers,demonstrations

Understandingthetext

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