《玩具的故事》PPT课件.ppt

英文经典广告词集锦1.Good to the last drop.(Maxwell)滴滴香浓，意犹未尽。麦斯威尔咖啡2.The taste is great.(Nestle)味道好极了。雀巢咖啡3.Take time to indulge.尽情享受吧！雀巢冰激凌4.Things to better with Coca-cola(Coca-Cola)饮可口可乐，万事如意5.You cant beat the feeling.(Coca-Cola)挡不住的诱惑,6.Generation next Pepsi新的一代 7.Fresh-up with seven-up(seven-up)提神醒脑，喝七喜 七喜8.Obey your thirst.服从你的渴望 雪碧9.The choice of a new generation(Pepsi)新一代们的选择 百事可乐10.Melt in your moth,not in your hand.(M&M)只溶在口，不溶在手,Unit 5 Toy Story玩具总动员 by David Cohen,About the author,David Cohen a native Brooklynite,received his B.A.degree in 1963 from Columbia College,Columbia University,before moving to Ann Arbor as a doctoral student in the clinical psychology graduate program at the University of Michigan where,in 1968,he received his Ph.D.,大卫科恩 布鲁克林人（美国纽约西南部的一区），在1963年获得哥伦比亚大学本学院的学士学位后，以密歇根大学1968年博士生肄业生的身份赴安阿伯市（美国密歇根州）从事临床心理学硕士项目研究。科恩教授目前在位于奥斯汀的得克萨斯州大学从事于临床心理学以及个体差异/进化心理学的教育工作。,Key Words,1.natural credulity n.too great a willingness to believe 天生轻信2.brand literate-精通各种品牌Literate adj.able to read and write 能读写的3.underestimate v.低估 under-prefix less important or lower in rank(指人)地(指人)地位，职位低的，次的under act 演出不正underarm 低手underdone 半生不熟的4.Take advantage of sb=deceive sb（欺骗）或捉弄某人,Language notes,1.Call it cynicism.Call it sophistication.The word it in these two sentences is used to denote the things mentioned in the above paragraph.你可以管这叫玩世不恭，你可以管这叫精于世故。2.They can see through marketing hyperbole.他们并能看穿“广告的夸张”。3.Ammirati Puris Lintas:(Latin name)is a famous advertisement corporation in London.It has its branch in Shanghai.伦敦灵狮广告公司,4.brand literate to have a comprehensive knowledge of different brands of different product.精通各种品牌5.Or can they?This is an elliptical iliptikl 省略的sentence it means：Or can they see through the marketing hyperbole?或者他们真能（看穿广告的夸张）吗？6.peer group people of the same background,rank and quality.同年龄组,7.The backdrop to todays research on kids and advertising is the cognitive theory put forward over 70 years ago by the famous Swiss psychologist Jean Piaget.Jean Piaget:(1896-1980)Swiss child psychologist noted for his studies of intellectual cognitive development in children.当今儿童与广告研究的背景，是70年前瑞士著名心理学家让.皮亚杰提出的认知理论。,preoperational stage 前运算阶段,concrete operational 具体运算阶段,Between two and seven years oldCompletely egocentric,they are at the mercy of their immediate perceptions.完全以自我为中心，受直接感觉的支配。他们缺乏心理学家所说的“理论心理”：不知道世界从他人的视角去看是不同的，或者他人会有与他们自己不同甚至相冲突的动机和欲望。,After sevenchildren become less egocentric,are capable of more structured thinking,and understand that the world is not always as it seems to their immediate perception.他们不如以前那样以自我为中心，更能进行结构性思考，并且懂得世界并非像他们即可感知的那样。,Comprehension Questions,1.Why do advertisers try hard to market directly to children?,para.4 不需要什么天才就能想象出，为什么打广告的人竭力向儿童推销。4至14岁的英国儿童每周平均需花2.49英镑。据数据监控管理咨询处最新报道，这使零花钱市场一年的价值达15亿英镑。在美国。零花钱市场每年达640亿美元巨额。,2.How is child advertising made as scientific as possible?,Many measures have been taken to achieve this purpose.para.5For example,Winthrop Publications in London has just launched the International Journal of Advertising and Marketing to Children.One article reports that 60 per cent of children aged two to eleven know by the end of October what they want for Christmas,and that for girls under seven the biggest deciding factor is what they see on television.伦敦温斯偌蒲出版社刚刚发行了国际儿童广告与销售学刊。一篇文章报道，60%的2至11岁小孩到了10月底，都知道自己圣诞节需要什么。对7岁以下的女孩来说，最主要的决定因素是她们在电视上见到的东西。,Conferences and consultancies abound.Pay2000 and you can attend Kid Power 99 at any one of a string of European venues.The meetings offer workshops on what works with kids and why,peer group1 marketing and how to think like a kid.Consultancy firms will tell you how to build a wall of communication to influence your core consumer lifestyle from the moment said consumer is two years old.研讨会与咨询很多。花上2000英镑，你便可以参加99儿童威力研讨会在欧洲的系列会场中任何一场会议。会议提供专题研讨会，关于“什么对儿童起作用”，“为什么同年龄组销售”及”如何像孩子一样思考“等。咨询公司就会告诉你，怎样建立”交际之墙“，从消费者两岁开始来影响”你的核心消费者的生活方式“para.6,Thank You!,