Advertisements Lesson 19

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Unit 5

• Advertisements Lesson 19
• Commercial Ads

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Contents
3
Section 1 Getting Started
1 Read the following advertising slogans. Match
the slogan with the product and try to
translate them into Chinese.
1. No business too small, no problem too big.
A. IBM 2. Good to the last drop.
B. Nike 3. Obey your thirst.
C. LOreal 4. Impossible made
possible. D. Pepsi 5.
Come to where the flavor is. Marlboro Country.
E. Canon printer
1
A
____________________________________
______________
????????,???????????
IBM??
2
D
____________________________________
______________
????,?????
?????
3
G
____________________________________
______________
???????
??????
4
E
____________________________________
______________
?????????
????
5
J
____________________________________
______________
????????????
?????
4
Section 1 Getting Started
6. The taste is great. F. Nestlé coffee 7.
Just do it! G. Maxwell 8. Im lovin
it! H. Kentucky Fried Chicken 9. Because Im
worth it. I. McDonalds Finger-lickin
good. J. Marlboro cigarette
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F
______________
____________________________________
??????
????
7
B
______________
____________________________________
??????
?????
8
I
______________
____________________________________
???
????????
9
C
______________
____________________________________
????????
???
10
H
______________
____________________________________
?????
????,????!
2 What advertisement (s) do you remember? Why
can you remember them well?
5
More Samples
Section 1 Getting Started

• Tides in. Dirts out.
• Unlike me,my Rolex never needs a rest.
• Ask for More. (?????)
• Where there is a way for car, there is a Toyota.
• ????,????????(????)
• ??????,???????(??????)
• ?????????,?????????,?????????,??????????(??????)
• ???????,????????(???????)
• ????"(?????)
• ???????(??????)

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Section 2 Sample Study
Sample 1
AVON The company for women. Welcome to the world
of Avon.

Our to supporting women
touches beautybut health, fitness,
self-empowerment and financial independence.

Our vision is to be the company that best
understands and satisfies the product, service
and self-fulfillment needs of women globally.
?????????????????????????????????????????
dedication
??,??
Translate
?? ????? ?????????????????????????????????????????
??????????????????????,??????????????????
7
Section 2 Sample Study
Sample 2
Maybe its an , but its
based on facts. Chevy Impala
exceptional room, comfort and design.
Add all that to Impalas great drive,
and that can be
. Chevy Impala, well be there.
CHEVY
Did you hear the one about the couple who test
drove a new IMPALA and never came back?
??????????????????????????
urban legend
????
treat sb/oneself to sth ???????
treats you to
Plus fuel economy unsurpassed
by and V6 competitor.
??????????????V6???
mighty tempting
??????
Translate
????????????????????????????????????,?????????????
?????????????????????????????????????V6??,????????
?????????,????????????????,??????? ???
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Section 2 Sample Study
Sample 3
1451 Broadview Rd. 661-9786 More Than a Quarter
of a Century Serving Holly Heights Registered
Opticians One-Day Prescription Service Custom-Fitt
ed Glasses to Suit Your Individual Needs Hard and
Soft Contact Lenses HRS M 10001900 T-F
8301700 Sat 10001600 Call for an Immediate
Appointment
??????????
LET THERE BE LIGHT VISION CENTER
Translate
9
Section 2 Sample Study
Sample 3
Translate
?????????? ?????1451? ??661-9786 ?????????????,2
5?????Holly Heights ???????????????????,??????????
??????????????????????????? ???????10001900 ?
?????8301700 ???10001600 ????????!
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Section 3 Composing your Messages
Template
Headline to attract the attention, impress them
by mentioning the benefit or reward that it will
bring to the customers Body introduce the
product or service, explaining the features and
benefits, give the information of how to order
and appeal the audience to action Slogan/tag
line a simple expression that is easy to
remember and tie the image of the company or
selling point to the product or service
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Section 3 Composing your Messages
Practice 1 (1)
Answer the following questions according to the
information given in the samples.
1. What product is Sample 1 advertising?
__________________________________________________
__________
Avoncosmetics
2. What are the selling points?
Touch beautyhealth, fitness, self-empowerment
and financial independence.
__________________________________________________
__________ _______________________________________
_____________________
3. Do you know what Impala is? Why do you think
so?
Impala is a car. Key clue test drive, Impalas
great drive.
__________________________________________________
__________
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Section 3 Composing your Messages
Practice 1 (2)
4. What are the main features of Impala?
Exceptional room, comfort and design, fuel economy
__________________________________________________
__________
5. What product or service is mentioned in Sample
3?
Glassescontact lenses
__________________________________________________
__________
6. Is the service available every day? If you
work from Monday to Friday, when can you go
there?
The service is not available on Sunday. People
can go there on Saturday between 1000-1600 if
they work from Monday to Friday.
__________________________________________________
__________ _______________________________________
_____________________
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Section 3 Composing your Messages
Practice 2 (1)
Read and try to understand the following
advertising slogans. Who are advertising or what
are advertised in the slogan?
1. Save 20 to 50 every day on top brand shoes
for men, women and kids.
__________________________________________________
__________
shoes store
2. Special offer! Take an additional 10 off
everything when you mention this ad.
__________________________________________________
__________
a store
3. Drop in for gifts that are out of this world!
__________________________________________________
__________
a store
4. Come for the sights. Stay for the savings.
__________________________________________________
__________
a hotel
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Section 3 Composing your Messages
Practice 2 (2)
5. Save up to 50 on Fine Fragrances Luxury
Gifts.
perfume
__________________________________________________
__________
6. Join thousands of shoppers who have discovered
great bargains!
a store or market
__________________________________________________
__________
7. A collection of long-lasting cosmetics for a
beautiful you!
cosmetics shop
__________________________________________________
__________
8. With Honey Baked (name of a store), now you
can make every occasion special.
__________________________________________________
__________
Honey Baked
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Section 4 Writing Your Message
Practice 3 (1)
Read the following pairs of sentences taken from
ads and choose the better one.
1. a. These are genuine leather shoeswomens
leather casuals. b. These are real leather
shoes for womenthey are casual ones.
Answer
_______________________________________
a
2. a. Shopping is very time-consuming and
fatiguing. b. Shopping is very
time-consuming, and its energy-consuming, too.
Answer
_______________________________________
b
3. a. We have a collection of sweaters in various
styles and colors. b. We have a large stock
of sweaters in various style and colors.
Answer
_______________________________________
a
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Section 4 Writing Your Message
Practice 3 (2)
4. a. Provided that you purchase one sweater, you
will get a bonus matching skirt. b.
Buy one sweater and get a bonus matching skirt.
Answer
_______________________________________
b
5. a. The coupons valid from May 1, 1998 and
expire by May 31, 1998. b. Coupons are valid
from May 1-31, 1998.
Answer
_______________________________________
b
6. a. This kind of lip colors is at 50 off the
regular prices. b. This kind of lip colors
whose regular price was 54 now is at 50
discount.
Answer
_______________________________________
a
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Section 4 Writing Your Message
Practice 4 (1)
Please classify the words below into the three
types as mentioned above.
1. Frequent use of compounds 2. Originality in
spelling 3. More use of specific verbs and
adjectives
an undreamed-of saving buy
eggsactl keep softer-from-fire sleepwear feel
big free feather-light-flakes fresh
rich take up-to-the-minute
cycling together look see Raleighing
bright
satin-soft ultimate
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Section 4 Writing Your Message
Practice 4 (2)
Frequent use of compounds
__________________________________________________
___________ ______________________________________
_______________________
an undreamed, -of saving, softer-from-fire
sleepwear, feather-light-flakes, up-to-the-minute
cycling, satin-soft
Originality in spelling
__________________________________________________
___________ ______________________________________
_______________________ __________________________
___________________________________ ______________
_______________________________________________ __
__________________________________________________
_________
eggsactl (exactly we know eggsactl how to tell
eggs), together (together twogetherthe
Ultimate All Inclusive One Brice Sunkissed
Holiday) Raleighing (a verb that means to
completely engage oneself in the events, changes,
development, direction, and excitement of
Raleigh, NC, one of the most desired places to
live in the US)
More use of specific verbs and adjectives
buy, keep, feel, big, free, fresh, rich, look,
see, take, bright, ultimate
__________________________________________________
___________
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Section 4 Writing Your Message
Practice 5 (1)
Point out the rhetoric features of the following
ads.
1.
I have seen history unfold before me. I have
seen the enduring strength of the human spirit.
I have seen freedom triumph over oppression.
I would like to see peace.
parallelism/repetition
Answer
_______________________________________
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Section 4 Writing Your Message
Practice 5 (2)
2.
Smooth as silk is a smile that comes from the
handbook. Smooth as silk is an attitude born of a
century old culture. Smooth as silk is THATs
renowned Royal Orchid Service. Fly smooth as silk
to Seoul, Bangkok, and beyond.
Answer
_______________________________________
repetition
3.
Go for the Gold. Goldstar.
Answer
_______________________________________
metaphor
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Section 4 Writing Your Message
Practice 5 (3)
4.
Afraid to Dye?
Answer
_______________________________________
pun
5.
Flowers by Interflora speak from the heart.
Answer
_______________________________________
personification
6.
Im More satisfied. More
Answer
_______________________________________
pun
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Section 4 Writing Your Message
Practice 5 (4)
7.
MONACO For dreamers, its paradise. For
romantics, its true bliss. For 199 a night,
its absolutely irresistible. To learn more about
the principality of Monaco, call 800-753-9696.
Answer
_______________________________________
parallelism
8.
We are proud of the birthplaces of our children,
the grapes of birthplaces of our children.
personification
Answer
_______________________________________
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Section 5 Advertisement Practice
Practice 6 (1)
Translate the following English phrases into
Chinese, or vice versa.
1. famous for selected materials, novel designs,
delightful colors and exquisite workmanship
???????????????????????
__________________________________________________
__________
2. to be renowned both at home and abroad for
exquisite workmanship, skillful knitting and
elegant design
????????????????????????
__________________________________________________
__________
3. an enricher and nutrient for the liver and
kidney, for improving blood circulation,
beneficial to essential medulla, strengthening
sinews and bones, preventing hairs from
greying and helpful to retain complexion
????,????,????,????,????,????
__________________________________________________
__________
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Section 5 Advertisement Practice
Practice 6 (2)
4. excellent quality, evident effect, good
reputation over the world, orders are
welcome.
__________________________________________________
__________
????,????,????,????
5. colors are striking, yet not vulgar
????,????
__________________________________________________
__________
6. ????
a wide selection of colors and designs
__________________________________________________
__________
7. ????,????
clients first, reputation first
__________________________________________________
__________
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Section 5 Advertisement Practice
Practice 6 (3)
8. ??????
suitable for men, women, and children
__________________________________________________
__________
9. ????????
waterproof, shock?resistant and antimagnetic
__________________________________________________
__________
10. ????
two-for-one offer buy one get one free
__________________________________________________
_________
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Section 5 Advertisement Practice
Practice 7
Work in groups and discuss the English version of
the ad by referring to the Chinese version. Do
you think it is good? If not, try to improve it.
BEIJING ROAST DUCK Beijing roast duck is a
special traditional Chinese recipe, which has a
history of more than 300 years, originating from
the imperial kitchen in Nanjing. Beijing
roast duck is prepared from the Beijing duck. The
color of the Beijing roast duck is purplish red
and shiny bright. Its skin is crisp and the meat
is tender. Its taste is delicious and has a
special aroma which one never tires of. It is
also very nutritious.
??????????????????,????????????????(??)???
??????? ????????????,??????????????,??????
?????,????,????,????,?????
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Section 5 Advertisement Practice
Practice 8
Try to write an ad with the given information.
Suppose Robinsons May chains want to place an ad
for their Pierre Cardin sport shirts to be sold
at a reduced price of 60. The regular price is
100. There is an assortment of (many kinds of)
styles and colors. In order to promote the sale,
they offer a bonus sale of a second shirt at 50
of the regular price.
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Section 6 Supplementary Materials
Useful Expressions (1)
1. Time is what you make of it. ?????(?????)
2. Make yourself heard. ???????(???) 3.
Engineered to move the human spirit.
????????(???????) 4. Start ahead.
????,?????(??) 5. A diamond lasts forever.
?????,??????(????) 6. Fresh?up with Seven?up.
????,????(??)
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Section 6 Supplementary Materials
Useful Expressions (2)
7. Intel inside. ??????????(??? ??) 8.
Connecting people. ???????(???) 9. For the
road ahead. ?????(??) 10. Let us make things
better. ????????(???) 11. Enjoy
Coca?Cola. ???????(????) 12. Generation
next. ?????(??)
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Section 6 Supplementary Materials
Useful Expressions (3)
13.The relentless pursuit of perfection.
?????????(????) 14. Communication unlimited.
??????(????) 15. Feast your eyes.
????????(?????) 16. Focus on life.
?????(????) 17. Behind that healthy
smile,theres a Crest kid.
??????????(?????)
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Section 6 Supplementary Materials
Useful Expressions (4)
18. The new digital era. ??????(?????)
19. We lead others copy.
????,?????(?????) 20. Take time to indulge.
?????!(?????) 21. Poetry in motion, dancing
close to me. ????,?????(????) 22. To me,
the past is black and white, but the future is
always color. ????,?????????,??????(????)
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Section 6 Supplementary Materials
Useful Expressions (5)
23. Ask for more. ?????(?????) 24. Feel
the new space. ??????(????) 25.
Intelligence everywhere.
????,?????(??????) 26. The choice of a new
generation. ???????(????) 27. Take
Toshiba, take the world. ????,?????(????)
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Thank You !