内容简介

《新视野商务英语》根据语言难度分为上、下两册，每册分别由学生用书、教师用书和练习册三部分组成。　　《新视野商务英语（下）》适用于中、英语水平的商务专业学生及商界人士。既可独立使用，也可作为《新视野商务英语（上）》的教程使用。掌握这套教材中的基本语言和商务技能，将有助于您顺利通过BEC 、LCCI和TOEIC等商务英语考试。　　《新视野商务英语（下）》以交际教学法为原则，提供了系统的语言规则和真实案例，能切实帮助学生提高在商务活动中的实战能力和技巧。

目录

学生用书目录
前言
1、公司结构
2、招聘
3、业
4、特许经营
5、商业风格
复习1答案
6、银行业
7、商业与环境
8、股票市场
9、进出口
10、公司业绩
复习2答案
11、设立企业
12、公司联合与收购
13、市场营销
14、产品与公司广告
15、商业媒体
复习3答案
可复印资料
测验
诊断性测验
期中测验
期末测验
可复印资料答案

摘要与插图

Unit 14 Product and Corporate Advertising
　　Key vocabulary
　　Illustrate the key vocabulary with examples of both product and corporate advertising. Show students examples of product advertisements in magazines and elicit the word advertisement from them. Explain that we say an advertisement and not an advertising. Ensure that students understand the difference in meaning and pronunciation of the words advertise, advertiser, advertising and advertisement.
　　You may wish to use the photocopiable vocabulary exercise on page 74 to check that students understand the crucial terms.
　　To illustrate corporate advertising, you could use either a job offer which gives information about the company and their policies or a similar one to the BP corporate advertisement on page 143 of the Students Book. Ask students to think of methods of communication companies use to make their policy and attitudes known to the public. These can include company websites, annual reports, newspaper articles and sponsorship of international or local sport and cultural events. Explain that these are designed to generate positive publicity about the company. If students have problems understanding the difference between publicity and advertising, point out that some publicity can be negative as we cannot always control what people will say or write about a company （although some consider that all publicity is good publicity, and you may want to mention Benettons advertising campaign briefly at this stage--using controversial images which deliberately draw a great deal of public criticism. An example of a major company destroyed by bad publicity in the UK is Ratners, the high street jewellery chain--its founder spoke openly about the poor quality of its cheaper products and the company collapsed as a result of the backlash）. Give an example of negative publicity such as if a Boeing plane crashes, the companys name will be headline news in every newspaper and news programme. Advertising is ordered and paid for by a company and its aim is always to increase sales by creating positive attitudes towards the products being advertised.
　　Lead-in
　　1 The purpose of this section is to get students to think about different advertising media. Groups can brainstorm ways that companies advertise their products and services. These include a wide variety of print, broadcast media （TV, radio and the cinema）, outdoor advertising （posters, hoardings [billboards], displays of logos at stadiums and on clothes, and skywriting）, transportation advertising （racing cars, and signs on public transport vehicles and stations）, point of sale advertising （window displays, product demonstrations and stands in supermarkets）, websites and sales through e-commerce, and other printed media （carrier bags, calendars, matchbooks, pens, etc.）. Gather together the various ideas on the board.
　　2 Use this discussion activit