【正文】 t dilute the impact of your letter by promising something unrealistic. The sales appeal should be built around one central feature, one major benefit that you believe will have wide appeal and that you believe you can back up. Then concentrate on proving that promise to be a valid one: far better a modest promise that you can back up than a blue sky promise that you can’t substantiate.178。 Showing the prospect why it is in his or her interest to consider your offer and focusing on the customer’s selfinterest.178。 Using the customer’s name in the body of the letter. Keep in mind You ( the customer) is always a key word to success.178。 Break your copy into short sections. Professional writers often keep their paragraphs to two or three sentences. Why? Most readers are in a big hurry. Long paragraphs look intimidating and hard to read. Short chunks of copy separated by white space immediately say “get this information fast.”178。 Don’t allow the message in your letter to end abruptly and indecisively, hanging uncertainly in the air. Tell the reader what you want him or her to do. If you fail to do this, many customers will do nothing at all. 178。 Showing the customer what benefits you can offer (some typical benefits customers seek are saving money, making money, getting a better job, being more attractive, being more healthy, being more secure, losing weight, acquiring higher prestige and status, having an easier life, being admired by others, being loved, having someone to love, avoiding disasters and many similar emotional desires)178。 Using fewer adjectives and adverbs, sticking with nouns and verbs as much as possible, thus your letter will be more believable. 178。 Be especially careful that your letter appears to be easy to read. 178。4. 夏普產(chǎn)品，來自智慧的結(jié)晶！5. 派克筆，無與倫比的交流享受！6. 人類發(fā)明了時間，精工表使之完美。Viewers unlike TV audience are not pelled to access the information。Conveying information promptly and accurately.Providing pictures of products, prices, etc.。Radio audiences usually stick to particular stations and programs they choose to listen. And by advertising on these stations, advertisers can reach the people who are most likely to buy the products.Listeners often hear so many mercials that it is hard for any one ad to make an impression。Attractive, powerful, pervasive, and persuasive.High in producing and broadcasting cost。Limited in content and size.TelevisionBringing sight, sound, and action directly to consumers in their homes。Each copy can be read by more than one person。Readers’ attention is easily distracted。Cheap in cost。 …2. Choose the best answer to plete the following sentences.1. c 2. d 3. b 4. d 5. d3. Give the English word for the meaning provided.951. solicitor2. supplement3. mercial4. insert5. legislation6. channel7. sponsor8. poster9. hoarding10. tempt11. heading12. leaflet the correct forms of the following expressions in the blanks. 1. as well as2. expenditure3. has been exposed to4. maximum5. nuisance6. was restricted 7. regulations8. supplement9. is aiming to10. tempt11. are subject to 12. to ensure the following sentences and replace the italicized words with the appropriate phrases from the text.1. The firm is concentrating on expanding its markets overseas. 2. The 10 am express to Beijing will be taken off next month.3. The proportion of imports to exports is ten to one, which is worrying the government.4. The expenses should be limited to the funds you can raise.5. Advertising in Britain is subject to the supervision of the Advertising Standards Authority.6. Word Study1a. The organization aims at promoting international understanding and maintaining world peace.b. When the boss said that someone was always late for work, he was aiming at John.c. A nonprofit organization like this one should aim for the best social results it can produce, rather than how much money it can make.d. The organization39。 informative。 inspiring。 an instruction…3) Could you list a few advertising practices most in use? Comparing your products with your petitors’。Unit 1Reading IPrereading:1. Brainstorming: mediamethodsverbsTelevisionradiopressmagazines newspaperspublic transportcinemastadiummailInternettelephone directoriesbillboardshoardingspostersleafletsbrochurespamphletsbookletssportswearjinglesmercialsfree samplesslogansexhibitionshop window displaypointofsalewordofmouthsponsorshipsales promotionmail shotstelephone shotspromoteruntargetplacelaunchresearchsponsorpubliciseexhibitappeal todistributepersuadeurgeattracttemptdisplaymotivate1)What is the purpose of advertising? to attract the most attention2)What are the basic elements of a typical advertisement? a promise of some sort?！?)What do you think makes a good advertisement? It must be clever。 eyecatching。 wellorganized。s aims are to provide food for homeless people and help them find somewhere to live.2. a. The pany will arrange for a taxi to meet the guests at the railway station at eight tonight.b. The local newspaper will make arrangements for an interview with Professor Huang at a proper time.c. It would usually cost 500 yuan, but I’m sure we can e to some kind of arrangement.3a. There’s no limit to what you can do if you try.b. I39。Daily newspapers offer the advantage of timeliness (An advertiser can prepare and publish an advertisement within a day), quickly reflect a sudden demand for certain merchandise。 Only effective in a very short period of time.MagazinesA large (nationwide) circulation。Offering better and more colorful representations of products.Highly specialized, hence having a smaller number of readers。 voices and music added to color and pictures t