广告类英文文课件-.ppt
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1、The Age of Advertising UNIT THREE Background InformationAdvertising is the process of publicizing a product or service,usually in order to in-crease sales.In some cases it is used to discourage sales(e.g.of cigarettes)or to pro-mote non-commercial activities(e.g.road safety).Although some 2%of the g
2、ross national product in the UK and some 3%in-the USA is spent on advertising,there is no evidence to show that advertising actually persuades people to buy things they do not want.Background InformationConsumer advertising seeks to sell one branded product at the expense of others,to publicize a ma
3、nufacturers name when his product is the same as everyone elses,or to persuade people that a category of products should be bought in preference to some other category.Trade advertising is restricted to specific sections of the public(e.g.-doctors or caterers).Advertisements may be informative,assis
4、ting purchasers to make a choice between products,or persuasive,inBackground Informationwhich case it may exaggerate some aspect of a product by appealing to the purchasers image of himself.Advertising is carried out by the press(70%-75%),by television and radio(20%-25%),and on buses,in cinemas,and
5、at the point of sale.The industry in the UK and USA is largely in the hands of the advertising agencies,which work closely with their clients researching,copy-writing,and producing the advertisements as well as booking space in the press and time for broadcasting.IntroductionModern advertising is a
6、major industry which has engaged many talented artists in the design of the layout of the advertisements.It has also involved scientists in different fields of study such as psychology,sociology,anthropology,etc.Huge amount of money has been spent on the consumer surveys,design of the layout and the
7、 publication of the ads.All this effort has been made to attract the attention or stir the impulse of theIntroductionpublic so as to promote the sales and turnover.Like it or not,the advertisement will continue to be part of our daily life.We cant simply avoid seeing one wherever we go and whatever
8、we do.Living with it may be a best alternative existing now.Language Points 1.feature:以为特色,是特色;表演,刊登,展出,介绍The novel features the rural life in a small English village in the 19th century.This film features a new British actress.1.feature:以为特色,是特色;表演,刊登,展出,介绍昼夜服务是这家店的特色这家店以昼夜服务为特色This store features
9、round-the-clock service.Round-the-clock service features this store.1.feature:以为特色,是特色;表演,刊登,展出,介绍This art gallery features North American art.这家艺术馆展出北美艺术。1.feature:以为特色,是特色;表演,刊登,展出,介绍今天的报纸登了一篇关于健康的文章Todays newspaper features an article about health.Clifton Webb 克里夫顿克里夫顿韦伯韦伯11,11 1889 10,13 1966 U.
10、S.A.actor,opera singer and dancerClifton Webb Webb co-star in the 1944 thriller Laura(20th Century Fox)He was an instant hit,and he received Academy Award nominations.作为演员的电影作品(数量:21)美国影史百部佳片 AFIs 100 Years,100 Thrills:Americas Most Heart-Pounding Movies-(2001)Satan Never Sleeps-(1962)Holiday for Lo
11、vers-(1959)The Remarkable Mr.Penny packer-(1959)爱琴海夺宝记 Boy on a Dolphin-(1957)Clifton Webb电影作品列表:(22 部)冒充者,谍海浮尸 The Man Who Never Was-(1956)Womans World-(1954)泉水中的三枚硬币/罗马之恋 Three Coins in the Fountain-(1954)铁达尼邮轮沉浸记/泰坦尼克号沉没记 Titanic-(1953)Mister Scoutmaster-(1953)春光花月 Stars and Stripes Forever-(1952
12、)Dreamboat-(1952)Clifton Webb电影作品列表:(22 部)Mr.Belvedere Rings the Bell-(1951)Elopement-(1951)For Heavens Sake-(1950)父亲大人 Cheaper by the Dozen-(1950)校园长春树 Mr.Belvedere Goes to College-(1949)妙人奇遇 Sitting Pretty-(1948)剃刀边缘 The Razors Edge-(1946)死角 The Dark Corner-(1946)罗娜秘记 Laura-(1944)Clifton Webb电影作品列
13、表:(22 部)作为其他职员的电影作品(数量:1)校园长春树 Mr.Belvedere Goes to College-(1949)The man in the Hathaway shirt“哈撒韦”衬衫Hathaway shirt and ever-mysterious eye-patch,1953The man in the Hathaway shirt1951年,一家小制衣厂老板F.Hathaway登门找大卫欧格威帮忙。大卫欧格威在摄影棚里看到一个黑色眼罩,而产生“戴黑色眼罩的男人”的广告创意,为产品增添了神秘感。The man in the Hathaway shirt他用200万元表
14、现衬衫高档,18种穿这种衬衫的人物形象,模特儿由Baron Wrange扮演,分别出现在各种背景画面上,指挥乐团、演奏双簧管、画画、击剑、驾游艇以及玩牌。The man in the Hathaway shirt在当时,一位英俊的男士戴上眼罩给人以浪漫、独特的感觉。哈撒韦衬衫终于在默默无闻116年以后,在数月之内名噪全国,美国人最后终于开始体认到The man in the Hathaway shirt穿一件大量生产的廉价衬衫毁坏形象,实在是一件愚蠢的事,“哈撒韦”衬衫就日渐流行了它耐穿,为顾客定制,不惜工本的“舒适”剪裁,下摆很长,可深入你的裤腰。The man in the Hathawa
15、y shirt纽扣是使用珍珠母作成,非常大,男子气。缝纫高雅,用世界最有名的布匹。“哈撒韦”衬衫是缅因州的小城渥特威的一个小公司的手艺人所缝制的。他们老老少少的在那里工作了已整整114年。Outrage 复合词 outragen.义愤,愤慨;暴行,骇人听闻【常用搭配】an outrage against/on/upon sth.eg.对正义的严重损害 vt.激起的义愤,激怒(常用于被动语态)eg.物价大幅上涨的消息一公布他们义愤填膺。Word for Band 6They were outraged by the announcement of massive price increase.a
16、n outrage against justiceWhen he heard the news that his research was stolen by a colleague,he reacted with a sense of _.A.outlook B.outlaw C.outrage D.outbreakWord for Band 6C.当他获悉他的研究成果被一个同事剽窃的消息他义愤填膺2.There is no accident about this.This is not something that just occurs without any cause.Symboli
17、st poetry and painting 象征主义者认为艺术所应表达的不是现实生活,而是意识所不能达到的超时间、超空间,超物质、超感觉的“另一世界”,通过景物来暗示另一世界。作家所要阐述的不是现实的客观世界,而是个人主观的内心世界。Symbolist painting自画像与拉琴的死神勃克林18727561厘米,藏于国立普鲁士文化遗产博物馆Symbolist poetry and Omar Khayyam欧玛尔海亚姆(10481122,(又译获默伽亚漠)波斯哲理诗人。每首四行诗共四句。一、二、四行协韵,从形式上看与我国绝句十分相似。鲁拜集,柔巴依集。Symbolist poetry and
18、 Omar Khayyam天堂不过是欲望满足的幻景,地狱是火烤灵魂在暗中的投影。我们这么晚才从暗中浮现,这么早又要向暗里消隐。Symbolist poetry and Omar Khayyam最初的泥团捏出了最后一个人,最初播的是最后收成的种;最后结帐的黎明将读到的,在最初创世的早晨已经写成。Symbolist poetry and Omar Khayyam我们来去匆匆的宇宙,上不见渊源,下不见尽头,没有人能说清楚,我们自何方而来,向何方而走?Symbolist poetry and Omar Khayyam第廿九首“柔巴依”不知什么是根由、哪里是源头,就像是流水,无奈地流进宇宙;不知哪里是尽
19、头、也不再逗留,我像是风儿,无奈地吹过沙丘。3.the sorry scheme of things as they are is forever being remolded nearer to the hearts desire.the sad stories as they are invented are often revised so as to suit the taste of the audience.(So is the advertisement.)3.the sorry scheme of things as they are is forever being remo
20、lded nearer to the hearts desire.事物的令人悲伤的格局事实上永远是按照心灵的愿望铸造的。4.get into the habit of:become used to doing sthIris got into the habit of checking her mail box when she got home every day.He got into the habit of turning to liquor when depressed.psychiatricPsychiatristn.精神病医师,精神病学家Word for Band 6LUCKYS
21、TRIKE英美烟草公司“Smoke a Lucky to feel your LEVEL boot!”“点燃Lucky(幸运)牌香烟,享受最佳感觉!”LUCKYSTRIKE英美烟草公司拥有超过300个著名品牌,包括好彩(LuckyStrike)、555、健牌(肯特KENT)、希尔顿(Hilton)、总督(Viceroy)、登喜路(Dunhill)、金边臣(Benson&Hedges)、摩尔(More)等等(其实北京人熟悉的“都宝”就是英美在中国合资生产)。全球十亿成年吸烟者中,每七个人就有一位选择英美烟草的产品。绿色清凉版本的LuckyStrike1917年的好彩的女性吸烟运动广告1940年版
22、本的LuckyStrike早年的一些早年的一些宣传海报宣传海报早年的一些宣传海报5.have a way of:have a method,style or manner of doing sth;succeed in doing sthFrank has his way of getting things done.Margo always has a way of getting what she desires.6.hold together:vt./vi.可分开用remain united使连接/团结/结合在一 起,使成一体The Russells always hold togeth
23、er in time of crisis.The bodywork of the car can hardly hold together.Crisis always hold the Russells together.Phrase for Band 6 and Our Examclann.宗族,家族clan与tribe都有“族”的意思,如何区分?clan强调“姓氏,家庭”tribe强调“部落,种族”Word for Band 6mysticn.神秘主义者adj.神秘的,玄妙的;神秘主义者的Word for Band 6communaladj.公共的,集体的,共有的Word for Band
24、 munal participation:getting involved or taking part in a group collectively8.a sense of mystic communion:a feeling of becoming a member of a group in which all the people have a common beliefverdictn.裁定;定论,判断性意见Very(真实)+dict(言论)eg.predict contradictWord for Band 6预言与发生矛盾9.associate in the minds wit
25、h:join together or connect(ideas)in the mindDarwin is always associated with the theory of revolution.In some cultures,owl is associated with evil spirit or misfortune.hygienen.卫生,保健学dental hygienedomestic hygieneWord for Band 6口腔卫生家庭卫生hygienen.卫生,保健学personal hygieneenvironment hygienefood hygieneWo
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