新编商务英语精读4unit1.ppt
《新编商务英语精读4unit1.ppt》由会员分享,可在线阅读,更多相关《新编商务英语精读4unit1.ppt(43页珍藏版)》请在三一文库上搜索。
1、Unit 1 Advertisement,Reading one: pre-reading activities Read the text and discuss questions Key language points Difficult sentences Language of advertising,1. pre-reading activities,Reflect on some ads Discuss questions Whats the purpose of advertising? What are the features of ads? What do you thi
2、nk makes a good ad? Compare advantages & disadvantages of various advertising media (p11),2. Read the text and discuss questions,Questions on P7 Part I (Para. 1) Introduction: The current situation of advertising in Britain and North America. Part II (Para. 25) Different forms of advertising. 1) (Pa
3、ra. 2) Advertisements in the newspaper. National newspaper: specialized advertising. Local papers: the sale of cars and houses. Free newspapers: having the highest advertising.,2) (Para. 3) Advertisements on TV& through radio. TV: the most powerful and pervasive type. Independent channels: having co
4、mmercial breaks. Radio: carrying similar commercial advertising. However, some stations carry no advertising. 3)(Para. 45)Other methods of promotion: leaflets, free samples, telephone “shots“ on street, store window notice, ads on buses, taxies, inside trains, sponsoring events. Part III (Para. 6-8)
5、 Advertising controlling. 1) (Para. 6) Time limits. 2) (Para. 7) Laws changed to permit some services to advertise. 3) (Para. 8) Advertising is controlled by all authorities.,3. Key language points,glossy: a. smooth and shiny glossy magazines: printed on high-quality glossy paper with many photograp
6、hs colored illustrations (esp. fashion magazines) gloss: n. brightness or shine on a smooth surface 光泽、亮度 e. g. You can see the gloss on her hair.,2) expenditure (1) n. the act of spending or using money e. g. expenditure of money on weapons 购买武器的开支 (2) n. the amount of money spent e. g. an expendit
7、ure of $500 on new furniture,3) channel (1) n. a way by which news, information, etc. may travel (新闻、信息)传播途径 e. g. Your complaint must be made through the proper channels. (2) n. a particular television station e. g. Whats your favorite channel?,4) schedule (1) n. a programme of planned events e. g.
8、 have a full schedule, i. e. have many things to do a factory production schedule 工厂生产进度表 (2) n. list of items, etc. e. g. a spare parts schedule 零件一览表 The attached schedule gives details of the shipment.,5) nuisance: n. sth. that is inconvenient, annoying, or vexatious; a bother e. g. The noise was
9、 so loud that it was a nuisance to the neighbors. You are a confounded nuisance. Stop pestering me. 你真讨厌死了,Confounded: 糊涂的,困惑的,讨厌的(轻微的诅咒用语) Close that confounded window. 把那该死的窗户关起来。 The shock confounded her. 那次打击使她惊惶失措。 Pester: 使烦恼; 纠缠,6) poster (1) n. a large notice displayed in a public place 招贴;海
10、报;布告 e. g. a poster advertising the circus 宣传马戏团的海报 (2) n. a large printed picture 招贴画 e. g. Her bedroom is hung with posters.,7) eye-catching: a. striking and noticeable 招眼的,引人注目的 eye-catcher: n. sth. or sb. that is noticeable 引人注目的人或物 8) tempt: v. to attract 吸引 e. g. Nothing would tempt me to comm
11、it a crime. tempt sb. (into sth. /doing sth. ) e. g. The warm weather tempted us into going for a swim.,9) sponsor (1) v. (of a person or a firm) to pay for a sporting event, a concert, etc. in order to get publicity for themselves e. g. an athlete sponsored by a bank 由银行赞助的运动员 a government-sponsore
12、d cheap textbooks scheme 由政府资助的廉价教科书计划 (2) N. a person, firm, organization, etc. , that finances a project or an event for a radio or television program to advertise a product, etc. 赞助者 sponsorship: n. e. g. We are very grateful for his sponsorship.,10) prominently: ad. conspicuously 惹人注意的 prominent
13、 a. noticeable, excellent e. g. a prominent teacher 一位优秀教师 11) regulation: n. a rule or restriction e. g. rules and regulations 规章制度 traffic/fire/flood regulations 交通法规/防火条例/防洪条例,12) restrict: v. to put a limit on 限制;约束;限定 restrict sb. /sth. to sth. e. g. Speed is restricted to 80 km in towns. restr
14、icted: a. having certain limitations e. g. restricted development/potential 受限制的发展/潜力 restriction: n. 限制 e. g. place/impose/enforce restrictions 实行限制 speed/price/import restrictions 速度/价格/进口限制,13) maximum: n. the greatest amount or size possible e. g. maximum capacity 最大生产能力 maximum contrast 最大对比度 m
15、inimum: (1) a. 最小的,最低的 (2) n. 最小值,最小化,4. Difficult sentences,1) Almost everyone in Britain and North America is exposed daily to continuous advertising, in the press, on television and on hoardings. 英译:All people in Britain and North America contact various advertisements everyday, for example, in t
16、he books, magazines, newspapers, on TV channels or on the large board stands along the street. 要点:be exposed to: to be introduced to expose: v. to uncover to make sth. visible; display 暴露;展示 e. g. expose ones skin to the sun When he smiled he exposed a set of perfect white teeth. 汉译:几乎每个英国人和北美人每天都会不
17、断看到报纸、电视和广告牌上的广告。,2) ., with the product service often carefully aimed to a particular type of reader (e.g. according to age, social status, profession, sex, etc.) in Britain. 英译:The advertisements of product service are often carefully divided according to the target customers age, social status, p
18、rofession, sex, etc. 要点:aim to/at: 旨在,目的在于 e.g. She is aiming at (i.e. trying to win) a scholarship. 汉译:在英国,产品服务的广告往往根据服务对象的年龄、社会地位、专业、性别等仔细分类。,3) National newspapers concentrate more on specialized advertising, especially for business and professional people, while local papers frequently have a hi
19、gh proportion of advertisements devoted to the sales of cars and houses. 英译:The advertisements in the newspapers issued all over the country are mostly for business and professional people. In contrast, the advertisements in local newspapers are usually sales information, such as the sales of cars a
20、nd houses. 汉译:全国范围内发行的报纸上的广告往往是针对商人或者专业人士的专门广告,而在本地报纸上买卖信息占了很大的比例,如汽车、房屋的销售广告。,要点:concentrate on sth. ; to center on sth. 全神贯注于;集中于 e. g. This firm concentrates on the European market. We must concentrate our efforts on improving education. devote to (1) to give (ones time/energy, etc.) to sb./sth.致
21、力于,专心于 devote oneself/sth. to e. g. I devote all my efforts to my task. (2) to set aside or apart for a specific purpose or use e. g. The newspaper devotes four pages to the Olympic Games.,4) All the independent channels in Britain, ITV, Channel 4 and the satellite stations include commercial breaks
22、 in their schedules, both between programs and during them. 英译:All the independent channels in Britain, ITV, Channel 4 and the satellite stations has their own schedules, therefore we can see commercial breaks both between programs or during programs. 汉译:英国所有的独立电视台:互动电视、第4频道、卫星电视在节目中途或者节目之间都穿插了广告时间。
23、,要点:commercial (1) a. of or for commerce 商业的,贸易的 commercial law, commercial activity (2) a. making or intended to make a profit 营利的,以获利为目的的 e. g. commercial theatre, commercial music Her novels are well written and commercial as well. (3) a. (of TV or radio) financed by broadcasting advertisements (
24、指电视或无线电广播)靠广告收入的,商业性的 e. g. I work for a commercial radio station. (4) n. advertisement on TV or radio (电视或无线电中的)广告,5) Many large companies sponsor popular events as well as individual athletes or players, Tobacco companies frequently use this method. 英译:Many large companies use the opportunity to m
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 新编 商务英语 精读 unit1
链接地址:https://www.31doc.com/p-3408004.html