1. Business English Unit 9 Text A The World of Advertising

2.  Quotation ：  “ “Advertising is the greatest art form of the twentieth century.”  Marshall McLuhan (1911-1980), Canadian author  Questions:  1. What other art forms do you know, traditional and modern?  e.g. painting, sculpture, photography, music, literature, computer animation, laser imagery ( 雕 像 ), holograms （ 全息图）.  2. Do you agree or disagree with Marshall McLuhan? Any comments on the quotation?  3. Whether you feel you have a generally positive attitude to advertising or a more negative view.

3.  Listening Exercises ：  4.1 You are going to hear four people describing their favourite advertisements.  1) Listen and make notes. Use the following two headings:  Product Reasons for liking the advertisement  ___________________________________________________________  a car ‘it’s colorful, I like the music and its chaotic’  -------------------------------------------------------------------------------------------------  Levi Strauss (jeans) ‘a very good-looking boy… a great tune…’  -------------------------------------------------------------------------------------------------  Renault Clio (car) ‘it was a funny ad. It just appealed to my  sense of fun…’  -------------------------------------------------------------------------------------------------  Dairy Box (chocolate) ‘I just felt I had to have those chocolates  and I went out and bought them. It was an  immediate response to an advert.’  ___________________________________________________________

4.  Are you familiar with any of the advertisements described by the speakers? If not, which one do you think you might prefer based on the descriptions you heard.  What is your favorite advertisement? Why do you like it?  What kind of advertisements do you like?

5. Discussion (Speaking practice): Good and bad advertisements  What makes a good advertisement? Use some of the words below:  clever interesting funny inspiring eye-catching  powerful humorous shocking informative  Do you think that the advertising practices described below are acceptable? Are there any other types of advertisement that you find offensive?  1) Using children in advertisements  2) Using film stars in advertisements  3) Promoting alcohol on TV  4) Comparing your products to your competitors’ products  5) An image flashed onto a screen very quickly so that people are affected without noticing it (subliminal advertising )

6.  Which of the following statements do you agree with?  1) People remember advertisements not products.  2) Advertising raises prices.  3) Advertising has a bad influence on children.

7. 4.2 Successful advertising campaigns TThis listening (in two parts) comes from an authentic interview with a marketing manager at Swiss food concern, Kraft Jacobs Suchard. It extends the topic of the unit and the exercises focus on listening for specific information and vocabulary. AAndrew Pound, a marketing manager for Kraft Jacobs Suchard, talks about successful advertising. Before you listen, answer these questions. 11) What kind of products do you think Kraft Jacobs Suchard make? 22) Andrew mentions two successful advertising campaigns. What reasons do you think he will give for their success?

8.  Now listen to the 1st part of the interview. Check your answers.  The main reasons Andrew Pound mentions are  cost effectiveness (‘the key thing that made it successful was the amount of money we spent—very little money—and in terms of scales results, as a percentage of the amount of money we spent, it was a huge success.’);  targeting (‘we had a very good match between the types of people who we knew bought marmalade and the types of people who we knew through research listened to that radio station. And we fitted them together in a way that made sense … that’s what made it a success. ’)  and increased sales (‘that’s the key thing about advertising. If it doesn’t generate sales, then it’s no good.’).

9.  Listen again to the first part of the interview. Answer these questions.  Who was the target consumer in each campaign?  Older people (marmalade); children (cheese spread)  What advertising media did Andrew use in each campaign ？  Radio (marmalade); TV (cheese spread)

10. 4.3 In the second part of the interview Andrew explains why advertising is not a waste of money. What reason do you think he will give?  Pre-teach vocabulary: bombarded with (under attack from [literally bombs/shells]); a call on (a demand on)  Now listen to the 2nd part of the interview. Check your answers. Do you agree with Andrew?  Advertising helps to keep a product at the front of consumers’ minds so they are more likely to select it, rather than a competitor’s product, when they go shopping.

11.  What do you understand by outdoor advertising? examples: billboards, hoardings, public transport…  Typical outdoor advertisers: e.g. tobacco companies, car manufacturers, clothing, telecommunications companies

13. set theory 集合论  The validity of inferences involving the universal and existential quantifiers may also be shown in terms of set theory.

14.  a =Ann, b=Bill, c=Carol, L=like, M=mother, and x and y are variables which may be translated as ‘someone’, ‘anyone’ or ‘everyone’.  x (L (x, c))  Not everyone likes Carol.  x ( y ( L (y, x)))  There is no one who is liked by everyone. A ～ A E ～