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Business Chinese Reading Course of Advertisement Cases
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Business Chinese Reading Course of Advertisement Cases
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Author:
Xing Xin
;
Language:
Chinese-English
Format:
Papercover
Page:
21
Publication Date:
09/2008
ISBN:
9787301078730
Publisher:
Peking University Press
Details
《商务汉语案例阅读教材系列》包括《商务汉语经济案例阅读教程》、《商务汉语广告案例阅读教程》、《商务汉语营销案例阅读教程》、《商务汉语管理案例阅读教程》四种。教材精选著名企业的成功案例作为课文。每课均有"导语"和"背景介绍",以帮助读者理解课文内容;"小常识"可以开阔读者视野,增加学习兴趣;"生词"、"商务词语及新词语解释与搭配"能帮助读者正确理解词义并掌握其用法;"练习"丰富多样,有助于读者巩固所学的商务汉语知识。
本系列教材为留学生商务汉语教材,也可供有一定汉语基础、希望用汉语从事商务活动的读者使用。
Table of Contents
第一单元
第一课 峭费者是上帝——耐克
第二课 真诚到永远 海尔中国造——海尔
第三课 永远和你在一起——大众汽车
第二单元
第四课 航天员专用牛奶——蒙牛
第五课 处处放光彩——立邦漆
第六课 要想皮肤好,早晚用大宝——大宝
第三单元
第七课 妈妈,我能帮您干活了——纳爱斯
第八课 留下精彩瞬间——柯达
第九课 一股浓香一缕温情——南方黑芝麻糊
第四单元
第十课 味道好极了——雀巢
第十一课 青丝秀发 缘系百年——百年润发
第十二课 农夫山泉有点甜——农夫山泉
部分练习参考答案
词汇总表
商务词语及新词语总表
Sample Pages Preview
第一课 消费者是上帝——耐克:
耐克广告搭建了与消费者之间良好的沟通桥梁,这种沟通一次又一次地加强了与消费者的共鸣,最终耐克成为顾客们忠实的“伙伴”和“知己”。甚至是相互一体、不分彼此。
耐克,一个神话般的品牌。但耐克神话是“上帝所赐”吗?耐克公司的总裁回答说:“是的,‘消费者是上帝’。我们拥有与‘上帝’对话的神奇工具——耐克广告……”一语惊醒梦中人。耐克公司总裁的评论道出了耐克成功的真谛:耐克公司注重具有沟通效果的广告,使耐克品牌深受众爱,迅速成长。
耐克的沟通广告是在其“广告变法”中产生出来的。真正的突破是1986年一则宣传耐克充气鞋垫的广告,在广告片中耐克公司运用了一个崭新的创意:由代表和象征嬉皮士的甲壳虫乐队演奏著名歌曲《革命》,在反叛求新的节奏和旋律中,一群穿戴耐克产品的美国人正如痴如醉地进行健身锻炼……这则广告准确地迎合了刚刚出现的健身运动的变革之风和时代新潮,给人耳目一新的感觉。耐克公司原先一直采用杂志作为主要的广告媒体,但自此以后,电视广告成为耐克的主要“发言人”。这一举措使得耐克广告更能适应其产品市场的新发展。
耐克公司拓展市场的首要突破口是青少年市场。青海年消费者有一些共同特征:热爱运动,追星意识强烈,思维活跃,想象力丰富并充满梦想。针对青少年消费者的特征,耐克公司运用“明星攻势”的法宝,相继与一些大名鼎鼎、受人喜爱的体育明星签约,如乔丹、巴利克、阿加西等,他们成为耐克广告片中光彩照人的沟通“主角”。
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