【正文】 also some other advertising techniques. First, take ‘repetition’ for example. If you keep talking about something for long enough, eventually people will pay attention to you. Many advertisements are based on this principle. If we hear the name of a product many times a day, we are much more likely to find that this is the name that es into our head when the shopkeeper asks ‘What brand?’ We usually like to choose things for ourselves, but if the advertiser plants a name in our heads in this way he has helped to make the choice for us. Second, take ‘keep up with the Joneses’’ for example. Advertisers may try to make us want a product by suggesting that most people, or the ‘best’ people, already use it and that we will no doubt want to follow them. No one likes to be inferior to others and these advertisements suggest that you will be unless you buy the product.Third, some figures of speech, such as simile, metaphor, parallelism, rhetorical question, hyperbole, personification, rhyme, and irony, are often used in advertisements to attract more audience.3. (1) Association of ideas, Key words, ‘The camera never lies’, ‘Science’, and Brand names. (2) association of ideas, key words, before and after, and simile.(3) association of ideas, key words, before and after, and metaphor. C. Basic writing1. (1) SVO (2) SVC (3) SVOiOd (4) SVOC (5) SVC(6) SVOC (7) SV(A) (8) SVO (9) SVOiOd (10)SV2. (1) Mr. Edward is on the board of directors.(2) John lacks the necessary work experience.(3) He thinks his salary too low.(4) I’ll send you the price list of our pany in my next letter.(5) The client arrived in Hong Kong on time this morning.(6) Miss Smith works late on Mondays and Fridays.(7) These figures are really not accurate.(8) He gave us a 10% discount.(9) I saw the secretary leave the file on the manager’s desk.(10)A business letter can reflect a pany’s identity.3. (1) I flunked Introduction to Business, but I managed C’s in BEC2 and International Business Communication.(2) We didn’t receive their letter, for it was sent to the wrong address.(3) In parison with oral munication, written munication gives structure and form to our ideas, so it has the advantage of providing records, reference, and legal defense.(4) You must hurry up, or you’ll be late for the board meeting.(5) Unfortunately, a lot of people begin to believe in TV mercials, and of course TV gives people a false sense of reality. (6) I’ll go to the lecture, for I’m interested in modern business management.(7) He has not done his work very well, so it needs improving.(8) People are well informed in this country, for many newspapers can easily be bought.(9) Now we export to Europe and Latin America, but we would like to start exporting to the Asian countries.(10) Make up your mind immediately, or you’ll miss the opportunities of making money.D. Additional vocabulary1.television advertisingl.電視廣告2.consumer advertisings.消費(fèi)品廣告3.film advertisingb.電影廣告4.sky advertisingn.空中廣告5.postcard advertisingf.明信片廣告6.specialty advertisingq.紀(jì)念品廣告7.product advertisinga.商品廣告8.professional advertisingv.商品服務(wù)廣告9.industrial advertisingo.工業(yè)品廣告10.corporate advertisingh.公司廣告11.one shotk.報(bào)刊上的一次性廣告12.display advertisementw.造型廣告13.advertising budgetc.廣告支出預(yù)算14.advertising mediax.廣告?zhèn)鞑ッ浇?5.international advertising agencyg.國(guó)際廣告公司16.full service advertising agencyu.（提供）全套服務(wù)的廣告公司17.advertising agency networkr.廣告公司網(wǎng)絡(luò)18.layout of an advertisementd.廣告設(shè)計(jì)模型19.buying spacey.購(gòu)買(mǎi)廣告權(quán)20.directory advertisingm.在各種手冊(cè)中刊登廣告21.size of an advertisementt.廣告規(guī)格22.advertisement originatori.廣告編制人23.repeat an advertisemente.重復(fù)廣告，重登（重播）廣告24.place an advertisement, put up an advertisementp.登廣告25.advertising material, advertising literaturej.廣告材料Unit 2Reading IPrereading:1. Brainstorming: (key for reference)Written Formsletter, fax, telex, electronic mail, memorandum, notice posted on bulletin boards, contract, document, report…Oral Formsconversation, voice mail, phone call, talk, quarrel, discussion, argument…Other Formssmile, blink, frown, sigh, yawn, handshaking, fingertouching, look straight in the eye, click a pen, fiddling with one’s glasses, cross one’s arms…1. Pairwork: Discuss with your partner the following questions2) What factors often influence your decision when you are considering which munication form to choose? speed, accuracy, cost, efficiency, coverage, ability to promote goodwill, audience (age, sex, status, occupation, etc.)…3) What do you think are some of the advantages/ disadvantages of municating with someone in a facetoface meeting? more personal, more interaction and feedback possible, making more impact, exert emotional influence。 Using a direct style and personalizing the message as much as possible. 178。 Having specific objectives, stating specific facts in the clearest terms possible.178。 Concerning yourself with the two factors: promise and proof (Offer the properly motivating promise what you offer will benefit the customer – and the proof, the rationale that you can and will keep the promise. Be careful you don39。 Emphasize your vital information. For instance, use a headline and subheadings to proclaim your most important points. Detail your product or service’s features with bullets, linking each feature with the benefit it will give a customer.178。 Making your sentences short and direct and breaking up your copy frequently into short paragraphs, with indentions at the beginning of each and spaces between paragraphs.178。 Using the most accurate figures possible and not round them off in quantifying, which will make your letter more credible. 178。 Knowing which goal you are in pursuit of and which goal you should be aiming at before writing.1