广告英语教程

出版时间：2005-12  出版社：复旦大学出版社  作者：张祖忻姜智彬朱晔  页数：180  
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前言

　　本书是上海外国语大学新闻传播学院的广告学、英语教学和教学设计三方面专家通力合作的成果，使用对象主要是广告学专业的本科生和研究生，也可用作营销和广告行业的从业人员进行专业英语培训的中高级教材。根据设计要求，使用本书的学习者应该具有大学英语四级的能力水平。　　广告学专业英语教学要使学习者在有限的时间内接触尽量多的观点和语言风格，目的主要是使学习者提高在营销和广告领域运用英语进行国际学术交流(如在国际会议上发表论文)和开展实际工作(如用英语进行提案等)的能力。但需要指出的是：这种能力是综合性的，由一系列从属

内容概要

本书是上海外国语大学新闻传播学院的广告学、英语教学和教学设计三方面专家通力合作的成果，包含16个单元，涉及广告的基本概念、广告营销过程、传播工具、广告调查、广告策划与创意、广告媒体、公共关系、广告管理和国际广告等方面的内容。    在题材和资料的选择上借鉴了国外广告学教材的方法，针对国内广告英语的教学实际进行了具体的设计和安排，通过话题讨论和小组讨论的形式将广告领域的专业知识与英语术语、用法结合起来，旨在提高读者在现实场景中对广告专业英语的综合运用能力，同时配有必要的课后练习、拓展词汇及阅读材料，以延伸课堂教学的视野。    全书内容丰富，体例简练、清晰，具有很强的教学操作性，可供广告学专业进行双语教学和广告行业从业人士参考使用。

作者简介

张祖忻，教授，现任上海外国语大学新闻传播学院院长，1975年7月毕业于原上海外国语学院英语系英语专业，并在本校外语电化教学馆从事英语教学和外语电教研究，兼任上海外语音像出版社编辑室主任。1986年参与创建教育技术学专业，并任专职教师至今。1989年在英国威尔士大学

书籍目录

Unit 1 广告概述Unit 2 广告历史Unit 3 广告和营销过程Unit 4 营销传播工具Unit 5 整合营销传播Unit 6 广告调查Unit 7 消费者行为Unit 8 广告策略与计划Unit 9 创意策略Unit 10 广告执行Unit 11 广告媒体Unit 12 公共关系Unit 13 广告公司Unit 14 广告伦理Unit 15 广告管理Unit 16 国际广告参考答案主要参考文献

章节摘录

　　A．Decide whether the following statements are true or false．是非判断　　1．Advertising is used to increase the sales of a product or service or to promote　　a brand name．　　2．Informative advertising and persuasive advertising are two basic types of advertising．　　3．Although it is not easy to know how effective an advertising is，market　　research can be used to measure whether it is successful or not．　　4．Advertisements appear on various media such as newspapers，magazines，television，radio and posters．　　5．In order to increase the sales of a product or service，advertisers should do　　their best to attract as many people as possible when designing their campaign．　　B．Fill in the blank in each sentence with the appropriate form of the given　　word in the bracket．词性转换　　1．The goal of the world organization is to raise the standard of sales—— research through publications．(promote)　　2．We believe China can——and win in the new century．(competition)　　3．I wonder if you are able t0——what she looks like after your 20 years’separation．(imaginary)　　4．Examples from both developed and developing countries are used to enhance　　knowledge of the world——and skills in solving practical problems．(economist)　　5．All students were to hand in their student—cards to Mr．Theodore　　the next day．(informative)　　C．Fill in the blank in each sentence with one of the following expressions in the proper form．选择填空　　a variety of。in preparation for，be aimed at，appeal to，according to　　1．British intelligence and security services are on high alert——terror attacks in major UK cities following the double assault on London．　　2．The magazine—一those young people who are interested in mountain climbing．　　3．Today，college students are offered——opportunities to improve themselves in China．　　4．The troop level is now at about 20，000，including 1 5，000 American troops，　　a military spokesman in Baghdad．　　5．The teacher’s sense of humor has all his students enormously．　　Part Three　Follow—up　　第三部分后续活动　　A．Additional reading．补充阅读　　The advertising communication model is created to make us understand more about the advertising communication process．This process starts when one party，cal led the source，generates a thought，then encodes it as a message，and sends itthrough some channel to another party，cal led the receiver．The receiver must decode the message in order to understand it．Afterwards，the receiver responds tothe original message by encoding the new idea and sends a new message back via a channel，or a medium．That new message represents feedback，which affects onthe encoding stage of the new message by the source．Let us look at some important factors one by one．　　Source dimensions：In advertising，there are three kinds of person who are considered the sources．Firstly，it is the sponsor or the one who pays for the ad．Even though the sponsors pay for the advertising，the sponsors do not produce the message by themselves．It is the job of the author or the ones who are responsible in designing the messages，which could actually be a copywriter，an art director or　　mostly a group of advertising agency．These people are considered outside the text of the message．However，the author himself does not convey the messages to the audiences but the persona who is withm the text of the message．The persona is thespokesperson，either real or imagined，who usually gives voice and appears in theadvertising．Most of the personas are celebrities，as they have the ability to attractconsumers．As a result，tO the consumer，the one who iS the source of theinformation is the persona．　　Message dimensions：Messages that are communicated in the advertising arevarious in terms of types．There are three main types included here in messagedimensions．Autobiographical messages are those of“I”tell a story to“you”．Forinstance，in“Dove Shampoo”advertising。the woman as the persona(source)tells the imaginary audiences(consumers)about her personal experience in using“Dove Shampoo”．On the contrary。in narrative messages a third—person tells astory about the others to an imagined audience．In addition，the last type ofmessage is drama，in which the characters act out events directly in front of animagined audience．For example，the advertising of the“Detergent”，in which theson tries to wash the dirty spots out of his school unifOrm，as he is afraid being punished by his mother．And because of the effectiveness of the Detergent，the spothas already faded out when his mother checks his unifOrm．　　Receiver dimensions：In advertising，the receivers are multidimensional aswell．Firstly。there is an impl ied consumer．Impl ied consumers are those particular groups of people imagined by the advertisers to be the audiences of the particularadvertising．The second kind of receiver is sponsorial consumers．The sponsorial consumers are the gatekeepers or those who decide if the ad wi l l be run or not．Thus，the first task of the advertising is to persuade the sponsor before the real consumers．Lastly，there are actuaI consumers or audiences in the real world．In other words，actual consumers are people who really watch the advertising．Peoplelike all of US who are consuming advertising in everyday lives are considered actual COnsumers．

编辑推荐

　　内容丰富，体例简练、清晰，具有很强的教学操作性，可供广告学专业进行双语教学和广告行业从业人士参考使用。

用户评论 (总计49条)

•   很实用的一本，广告学必备。
•   适合初级广告入门者了解广告历史和行业知识，相对浅显。英文也只需具备四级水平就好，况且每章节后面还有生词表，语言几乎没有障碍。
•   看了，学到东西
•   只是这个是教程，要自学么
•   价格便宜，有阅读价值
•   书一天就到了，快递很给力，书也很好~
•   考研要用~讲的还好
•   书不错，就是一定要读，才有用
•   书的质量挺好的 就是物流太慢了
•   书的质量整体不错，不过不是我想要的书的类型。
•   书非常好，发货速度也非常快
•   在网上买书都没有失望过 哇哈哈哈 谢谢啦。
•   开卷考试用的
•   不错，不错！第一次买书，以后经常光顾！！！
•   书的质量很不错，送货也比较及时，而且免邮费，支持货到付款，所有服务都很满意！！
•   ok,在当当网买书挺便宜的，存货量大，送货及时。
•   我学的是广告专业，广告英语当然是必须学的，书的内容很全面。
•   据老师推荐 这本书是她执教至今觉得市面上最好的广告英语教材~
•   介个英语实在简单，适合非英专业，英语专业的孩子们，可以当童话书来消遣着看
•   教学用书,还不错
•   编的不错，文章挺原汁的。但是课文没有对应中文意思，这点有待加强。总的来说这本书不错，可以学到不少东西，涵盖范围较广泛。
•   复旦的书，还是很有保证的！
•   蛮不错的一本书，特别喜欢第二部分的课文和第四部分的词汇扩展，设置很合理。。。。。
•   内容再丰富些就好了！
•   纸张一般，里面词汇还行吧。可当工具书，在看英文版书得时候可先看一下这个，但不如直接买英文版的书，来的实在
•   内容不错，但书的封面掉了
•   适中厚度 内容也比较省略
•   帮同学买的，听说挺薄但内容挺多的~
•   这本书简明易懂，文章实用
•   到货快 正版！
•   考研用呐！
•   买来送人的，朋友说还可以
•   当当的书很好，服务也很好，很及时。
•   书的质量不错，送货很快，不错！继续支持！
•   还不错就是比想象中小了点
•   书本发错地方了，干嘛寄到其他学校呢？而且我不小心按了收书反馈键，请不要误会，书本我没收到，可以的话请发来我们学校吧，我地址明明写的就是我们学校
•   很满意···
•   书的质量很好，送货的态度也好
•   greateasytoreadbutsthusefulwouldbearinmind.
•   所以没多大感觉了，质量是OK的^^
•   專業選修課的教科書~
•   本以为是一本通俗读物，结果是一本广告专业的英文教材，偏英语应有
  
  以后买书要浏览下目录
•   广告专业的学生，买了想学没怎么学。。。
•   为了考复旦广告系才特意买的，结果弄巧成拙调到翻译系了……
•   书内容多，但是习题相对很没有深度。也没什么设置的意义，实战根本就用不上。
•   希望版本能更新的快一点就好啊~我们老师说，书还是不错的。只是理论的有点重，我也发现有的地方看的有些模糊，不过还是附加了不少的知识
•   介绍的挺全面的，但不是我想要的
•   虽然书很实用，但是封面给人的感觉有点旧
•   对于想学习广告英语的不建议买，全英文没中文对照。