ExtendedReadingAdvertising:thepowerofpersuasionUnit1Themassmedia廣告：說服的力量Advertisement廣告Topersuadethetargettobuytheirproducts說服目標客戶購買他們的產(chǎn)品Whatisyourfavoriteadvertisement?Whattechniquesdoesitusetopromotetheproductorservice?BHaveyoueverpurchasedaproductorserviceafterseeingtheadvertisementpromotingit?Whyorwhynot?你是否曾經(jīng)在看到產(chǎn)品或服務的宣傳廣告后就購買了？為什么或者為什么不呢？DiscussionDidyoudrinkthefirstcupofmilkteainautumn?秋天的第一杯奶茶喝了嗎？饑餓營銷

Hungermarketing借勢營銷

Momentummarketing情感營銷

Emotionalmarketing....Wineandcoffee,Ijustlovethiscup!酒和咖啡，我就是愛這杯！Wheredoadvertisementsusuallyappear?TVInternetPhoneNewspaper…ThemassmediaLead-inDiscussingroups:

Wheredoadvertisementsusuallyappear?Billboard廣告牌Magazine雜志street街頭teleplay

電視劇movie電影Howmanypartsofthispassage?

Whatarethey?Readingfor

mainideaMainideaofeachparagraph點擊添加標題點擊添加標題點擊此處添加章節(jié)的描述內(nèi)容，字數(shù)不超過20字。點擊添加標題Definition定義Relationship關系Reasons原因123slogan口號，廣告語brandambassador品牌大使45Productplacement植入式廣告Development發(fā)展67Para.6(4)________________ProductplacementPara.5(3)________________BrandambassadorsPara.4(2)

___________SlogansPara.3(1)___________________________________

foradvertisingonmassmediaPara.2History歷史

Part1:Para.1

DefinitionPart3:Para.4-6

TechniquesusedinadvertisingPart4:Para.7

FuturedevelopmentofadvertisingAdvertising:thepowerofpersuasion說服的力量ReasonsReadforstructurePart2:Para.2-3

Relationshipbetweenadvertisingandmassmedia廣告中的技巧廣告與大眾傳媒的關系定義廣告的未來發(fā)展點擊添加標題點擊此處添加章節(jié)的描述內(nèi)容，字數(shù)不超過20字。點擊添加標題Paragraph1Injustoneday,apersoncanseehundredsofmarketingmessages.Advertisinghasbecomepartofmodernlife.Butwhatisadvertisingexactly?Inshort,itreferstotheactivityofpromotingaproductorservice.

Inotherwords,ittriestopersuadepeopletobuyaproductorservice.一天之內(nèi)，一個人可以看到數(shù)百條促銷信息。廣告已成為現(xiàn)代生活的一部分。但是廣告到底是什么？簡而言之，它指的是推銷產(chǎn)品或服務的活動。換言之，它(廣告)試圖說服人們?nèi)ベ徺I一種產(chǎn)品或服務。點擊添加標題點擊此處添加章節(jié)的描述內(nèi)容，字數(shù)不超過20字。點擊添加標題Readforinformation:Paragraph1Whatisadvertising?Itreferstotheactivityofpromotingaproductorservice.它指的是推銷產(chǎn)品或服務的活動。Ittriestopersuadepeopletobuyaproductorservice.它試圖說服人們?nèi)ベ徺I一種產(chǎn)品或服務。點擊添加標題點擊添加標題Paragraph2Thehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.Fromtheancientsimpleadvertisementspaintedonoutdoorsignstothecolorful,interactiveonesinsmartphoneapps,advertisingandthemassmediahavedevelopedhandinhand.Asmediachannelshavegrowninnumberandtype,sohaveadvertisements.廣告的歷史一直與大眾傳媒的歷史緊密相連。從古代畫在戶外招牌上的簡單廣告到智能手機應用程序上多彩的交互式廣告，廣告和大眾傳媒攜手發(fā)展。正如媒體渠道的數(shù)量和類型不斷增加，廣告也在不斷發(fā)展。交互式廣告是指任何要求或允許瀏覽者做出行動的廣告?。通常我們把“行動”定義為發(fā)出請求或在網(wǎng)頁上查找詳細信息。形式：插播式廣告/搜索廣告/?鏈接式廣告/在線互動廣告特點：互動性，反饋性，及時性，精確性等Readforinformation:Paragraph2What’sthechangewecanseefromadvertisements?Colorful,interactiveonesinsmartphoneapps.Mediachannelshavegrown.PaintedonoutdoorsignsThehistoryofadvertisingin60seconds

60秒看廣告史點擊添加標題點擊添加標題Paragraph3.Because

the

mass

media

reachessomanypeople,itisaperfectvehicleforadvertisers.IfanadvertisementisplacedonapopularwebsiteoronTVatpeaktimes,ahugenumberofpeoplewillknowabouttheproductorserviceitisadvertising.大眾傳媒受眾很廣，因此成為廣告商進行宣傳的完美工具。如果在熱門網(wǎng)站或黃金時段的電視節(jié)目投放一則廣告，許多人都會知曉它所宣傳的產(chǎn)品或服務。點擊添加標題點擊添加標題Paragraph3Inadditiontomakingpeople

awareofaproductorservice,asuccessfuladvertisementwillalsocreateadesiretobuy,thusboostingbusiness.Thatiswhywhenacompanywantstopromoteaproductorservice,itoftenlaunchesamassmediaadvertisingcampaign.一則成功的廣告除了讓人們了解一種產(chǎn)品或服務外，還會激發(fā)人們的購買欲，從而促進業(yè)務增長。那就是為什么一家公司在想要推廣一種產(chǎn)品或服務時，常常會在大眾傳媒上發(fā)起一系列廣告活動。&Tomakepeopleawareofaproductorservice.MassmediaAdvertisementsTherelationshipbetweenthem:Theirhistorieshavebeen_____________,andtheyhavedeveloped_______________.Thefunctionsofcombination:Function1Tocreateadesireforpeopletobuyit,thustoboostbusiness.Function2Readforinformation:Paragraph2-3closelylinkedhandinhand點擊添加標題點擊添加標題Paragraph4Basedonthepsychologybehindcreatingadesiretobuy,advertisershavedevelopedwaysof

persuadingpeopleintopurchasingtheirproductsorservices.Acommontechniquetomakeanimpactistocreatamemorableslogan.Slogansusesimplebutimpressivelanguagetomakeusremembertheproductorservicebeingadvertised.基于激發(fā)購買欲背后的心理特征，廣告商開發(fā)了多種說服人們購買其產(chǎn)品或服務的方式。制造影響力的一個常見技巧是創(chuàng)造一條讓人難忘的廣告語。廣告語用簡單但令人印象深刻的語言來讓我們記住正在宣傳的產(chǎn)品或服務。點擊添加標題Someoftheseslogansmayalsoappealtoouremotions.Forexample,asloganmayconnectafinechinateapotitaimstopromotewithourprideinhavinggoodtaste.YouwillhearavarietyofslogansanytimeyouwatchTV.Thinkaboutyourfavoriteone.其中一些廣告詞可能也會引起我們的情感共鳴。例如，一條廣告詞可能會將其意在推銷的精美陶瓷茶壺與擁有優(yōu)雅品味所帶來的自豪感相聯(lián)系。你在任何時候看電視，都會聽到各種各樣的廣告詞。想想你最喜歡的那一條。Paragraph4Para4-6Mainidea:______________usedbyadvertiserstechniques技巧

Whatarethetechniquesemployedbyadvertisers?1.amemorableslogan令人難忘的口號simplebutimpressivelanguageappealtoouremotions簡單但令人印象深刻的語言引起我們的情感共鳴Canyouspeakoutthebrandsaccordingtotheseslogans?ImpossibleisnothingJustdoit!只管去做！Thinkdifferent非同凡響Tide’s

in,

dirt’s

out.汰漬到，污垢逃。i'mlovin'it我就喜歡Connectingpeople科技以人為本沒什么不可能的點擊添加標題Whatmakesitspecial?Andwhatmessagedoesittrytogetacross?Asloganwhichcommunicatesanideaeffectivelycanboostsalesandevenbecomepartofpopularculture.Thatisthepowerofmemorableslogans.它有什么特別之處？它想要傳達什么信息？一條能有效地傳達一種理念的廣告詞可以促進銷售，甚至成為流行文化的一部分。那就是令人難忘的廣告詞所擁有的力量。Paragraph4點擊添加標題點擊添加標題Paragraph5Anothertechniqueadvertisersoftenemployistolinktheircompanyorproductto

a“brandambassador”——afamousactor,asportsstar,orevenafictionalcharacter.Thinkofapopularfastfoodrestaurant.Doesithaveabrandambassador?Isthebrandambassadorpopularamongpotentialcustomers?Themorewelikethebrandambassador,

themorewewillbeattractedto

buytheproduct.廣告商經(jīng)常使用的另一種手段是將他們的公司或產(chǎn)品與一位“品牌大使”聯(lián)系起來——一位著名的演員、體育明星，甚至是一個虛構(gòu)的人物。想想一家受歡迎的快餐店。它有品牌大使嗎？該品牌大使是否受到潛在消費者的喜愛？我們越喜歡這位品牌大使，就越會被吸引去購買相關產(chǎn)品。Para4-6Whatarethetechniquesemployedbyadvertisers?2.brandambassador品牌大使

Whocanbea“brandambassador”?Whytheyemploythebrandambassadortopromotetheirproductorservice?Afamousactor,asportsstar,orevenafictionalcharacter.Becausethemorewelikethebrandambassador,themorewewillbeattractedtobuytheproduct.點擊添加標題點擊添加標題Paragraph6Ofcourse,someadvertisementsarenotsoobvious:productplacementistypicallyusedinfilmswithhugebox-officesuccessandTVshowswithhighratings.Somefilmsarenowsponsoredbyleadingbrands,sothatonlytheirproductsappearinthefilms,likethewatcheswornbythetitlecharacterintheJamesBondfilms.當然，有些廣告并不那么明顯。例如，植入式廣告通常用于票房大賣的電影和收視率高的電視節(jié)目?，F(xiàn)在有些電影是由知名品牌贊助的，所以只有他們的產(chǎn)品出現(xiàn)在電影中，就像詹姆斯·邦德電影中主角戴的手表。Paragraph6Othertypesofmassmediauseproductplacementtoo,includingvideogames.Itisnotuncommonforsportsvideogameseriestofeaturedifferentin-gameequipmentwithrealbrandnames.Weabsorb

thesemarketingmessageswithoutthinkingaboutthemtoomuch,yettheywillprobablyhaveaneffectonusthenexttimewegoshopping.其他類型的大眾媒體也使用植入式廣告，包括電子游戲。在體育電子游戲系列中，帶有真正品牌名稱的不同游戲內(nèi)置設備并不少見。我們沒有多加考慮就記住了這些促銷信息,而它們有可能會在我們下次購物時對我們產(chǎn)生影響。Para4-6Whatarethetechniquesemployedbyadvertisers?3.productplacement植入式廣告Wherecantheadvertisementbeplaced?filmswithhugebox-officesuccessTVshowswithhighratingsThe

power

of

persuasionWays

toattractattentionbrandambassadorPlacementlikecreativevideosslogansParagraph7lnthepast,advertisingwasallaboutreachingasmanypeopleaspossiblewiththesamemessage.Now,advertisingisbecomingmoredigitalandmorepersonalized.AlreadywemayseeonlineadvertisementsforproductsorserviceswehavepreviouslysearchedforontheInternetandweareverylikelytoreceivespecialdiscountsandpromotionstargetedspecificallyatus.在過去，廣告都是為了讓盡可能多的人得到同樣的信息?，F(xiàn)在，廣告越來越數(shù)字化和個性化。我們可能已經(jīng)在網(wǎng)上看到了以前在網(wǎng)上搜索過的產(chǎn)品或服務的廣告,然后很可能會收到專門針對我們的特別折扣和促銷。點擊添加標題點擊添加標題Paragraph7Inthefuture,advertisingwillbeevenmoreaboutunderstandingindividualcustomersandsendingthemadvertisementsthataretailoredtospecificneeds.Notonlywillthismakethemfeelmorevaluedandenablethemtoseewhattheyaremostinterestedin,butitwillalsohelpcompaniestargettheircustomersmoreefficientlytohaveapositiveeffectonsales.