實用商務(wù)英語寫作課件-Unit 8 Publicity Materials

1、 Unit 8 Publicity Materials TasksnPress ReleasenAdvertisementTasks of Press Release1. Introduction2. Layout3. Principles4. Sample5. Exercises6. Case study IntroductionnIt is also known as news release.nIt is a form of writing by which organizations announce important news to the public through media

2、.nThe goal of press release is to help publicize the image of the companies and promote their products and services. LayoutnLetterheadnRelease instructionsnContact informationnHeadlinenDatelinenLeading paragraphnBodynNotes to editorsLetterheadnContains companys name, full address, telephone number,

3、fax number, email address and website;nBe usually printed in a large font on the top of the first page. Release instructionsnGives instructions as to the time the news should be releases;nCan take three forms:For immediate release;For release at a stipulated time or date;For release at will.Contact

4、informationnContains the name, address, telephone and fax number, email address and website of the writer of the press release or the person in charge of the public relation department;nUsually printed on the left side right under the letterhead, or the release instruction.HeadlinenBe a short senten

5、ce briefing the key information and is usually recommended after the contact information to seize the editors attention;nBe presented in boldface and in a font larger than the body part of the press release.DatelinenIt is generally consists of three parts: city, state/province and/or country and dat

6、e, without fixed order.nThe date of the release should be stated clearly since different countries have different ways of expressing date.Leading paragraphnIntroduces the main idea of the news release;nShould be: concise, clear, factual.BodynOffers the readers details of the news;nSupplements the he

7、adline and the leading paragraph with all the necessary information to provide a complete picture;nSould also be concise and should be finished in 500 to 800 worlds.nThe symbol “ #” is also put at the end to state the ending of the press release.Notes to editorsnIs a paragraph at the end of the rele

8、ase intended to introduce the company.nSometimes the contact information is repeated at the end to give a deeper understanding. PrinciplesnWrite objectively without exaggeration and avoid the first person perspective.nUse plain and clear words.nUse more active voice and avoid passive voice to make t

9、he article live and fresh.nMake the news interesting and attractive.nGet the permission of the company or parties concerned when including some important or private information.nUse pictures if any. InterContinental Shanghai Expo Release at once June 28 2012 Media Contact: Jessica Zhang Marketing Co

10、mmunications Director Tel: (86-21) 38581188 Email: Website : Letterhead Release information Date Contact informationSample British Consulate-General Shanghai Celebrated the Diamond Jubilee at InterContinental Shanghai Expo The UK is in the world spotlight this year, and the Great campaign is part of

11、 the UK Governments drive to make the most of this opportunity as the Queen celebrates her Diamond Jubilee and the country hosts the 2012 Olympics and Paralympics On June 21, 2012, the British Consulate-General Shanghai celebrated the Diamond Jubilee at InterContinental Shanghai Expo in the hotels g

12、ardens and British Pub “Liquor Factory”. Mr. Brian Davidson, British Consul General and Ambassador Sebastian Wood hosted 500 dignities from Shanghai for the event on an amazingly sunny and pleasant early evening. The 2 acres garden was decorated as the Royal Park where pictures of the Queen in diffe

13、rent periods were displayed. The Liquor Factory villa area Body Headline Leading paragraph was host to some of the attractive elements of the GREAT campaign. The theme of “Innovation is GREAT” reflected with cutting edge British cars on display such as Aston Martin and Land Rover. Virgin Atlantic Ai

14、rways transformed the hotels Pub into their Virgin Lounge and offered relaxing shoulder massages. All guests enjoyed the night with typical British food and drinks served by InterContinentals attentive team. “You all worked really hard to make the event a huge success and were so willing to be flexi

15、ble and make things happen.it was fabulous! We were told by many of the guests it was the best party they had ever been to! “, quoted in a thank you letter by Jacqui Booker, Deputy Consul General of British Consulate-General Shanghai. Body Notes to Editors: The new InterContinental Shanghai Expo hot

16、el is the only international luxury hotel located on the 2010 World Expo site with impressive views of the Expo site, Huangpu River and city skyline. We offer personalized efficient Chinese service. “Better City Better Life” Expo theme is reflected in this lifestyle hotel through, the gardens, healt

17、h club, historical villas and food & beverage concepts. The hotel is conveniently located to leisure and business areas with easy underground and bridge access around Shanghai. InterContinental Hotels Group (IHG) is the worlds largest hotel group by number of rooms. IHG owns, manages, leases or

18、franchises, through various subsidiaries, more than 4,200 hotels and over 620,000 guest rooms in nearly 100 countries and territories around the world. The Group owns a portfolio of well recognisedNotes to editors and respected hotel brands including InterContinental Hotels & Resorts, Hotel Indi

19、go, Crowne Plaza Hotels & Resorts, Holiday Inn Hotels and Resorts, Holiday Inn Express, Staybridge Suites and Candlewood Suites, and also manages the worlds largest hotel loyalty programme, Priority Club Rewards with 43 million members worldwide. The Shanghai World Expo Land Holding Co., Ltd was

20、 established at 5th January, 2004. The registered capital is 9.4 Billion RMB. The shareholders of the Shanghai World Expo Land Holding Co., Ltd are the Center of Land Reserve for Shanghai World Expo, Shanghai Land Group and Shanghai Chengtou Corporation. The Shanghai World Expo Land Holding Co., Ltd

21、 is committed by the World Expo 2010 Shanghai China to raise money through land development except the government investment and to build infrastructure of the Expo site.Notes to editorsI. Put the leading sentences into Chinese.1) The Lawson Corporation, Britains second largest chemical producer, ha

22、s agreed to sell its Bath factory to Unilever. 英國第二大化工產(chǎn)品制造商羅森公司同意將其巴斯工廠售予聯(lián)合利華。英國第二大化工產(chǎn)品制造商羅森公司同意將其巴斯工廠售予聯(lián)合利華。2) The second pan-Asian flower exposition will be held in Nanjing in April 2020. 第二屆泛亞花卉展將于第二屆泛亞花卉展將于2020年年4月在南京舉行。月在南京舉行。3) Yahoo! Inc. and Microsoft Corp. today announced an agreement to co

23、nnect users of their consumer instance messaging services on a global basis. 雅虎和微軟公司今天宣布了一項協(xié)議，在全球范圍內(nèi)將其客戶即時通訊雅虎和微軟公司今天宣布了一項協(xié)議，在全球范圍內(nèi)將其客戶即時通訊 服務(wù)的用戶聯(lián)接起來。服務(wù)的用戶聯(lián)接起來。ExercisesII. Put the following headlines into Chinese.1) British Consulate-General Shanghai Celebrated the Diamond Jubilee at InterContinent

24、al Shanghai Expo. 英國駐上海領(lǐng)事館總領(lǐng)事于上海洲際世博酒店舉行英國駐上海領(lǐng)事館總領(lǐng)事于上海洲際世博酒店舉行20周年慶典。周年慶典。2) Citron Announces the Launch of its New Concept Car. 雪鐵龍發(fā)布一款新概念車型。雪鐵龍發(fā)布一款新概念車型。3) Wal-Mart Appointed New CEO for the Asian Branch Today. 沃爾瑪于今天任命其亞洲區(qū)首席執(zhí)行官。Exercises Case StudynThe Global Star Language Training Center will ho

25、ld its first open day show next week. Please write a press release including all the necessary parts.Global Star Language Training Center15 North Jinling Road, Changzhou, JiangsuTel: 6789xxxx Fax: 6799xxxx Email: For immediate releaseJune 5, 2014Contact Judy RobinsonOffice DFIRST OPEN DAY SHOW IN GL

26、OBAL START LANGUAGE TRAINING CENTERAnswer for Reference The Global Star Language Training Center will held its first open day show in Friday next week. The following is a detail plan for the show. Global Star Language Training Center will display various training patterns for English, Japanese and S

27、panish. Visitors will be able to observe the classes and lectures and also the projects and exhibits. New technology will be introduced into the lectures. Tours of the school will be arranged for the visitors to see the well-equipped language lab and computer room. Notes to editor The Global Star La

28、nguage Training Center is the first training language center in Changzhou. Answer for ReferenceTasks of Advertisement1. Introduction2. Language features3. Layout4. Writing tips5. Sample6. Exercises7. Case studynIt is a paid non-personal promotional approach by a particular sponsor to advise a target

29、 audience of a product, service, idea or cause and persuade them to buy or accept it.nIt is one of the most effective promotional approaches.nAdvertisements can be divided into commercial and non-commercial ones.IntroductionnWord featuresnSentence featuresnRhetoric featuresLanguage FeaturesnUsing or

30、al words or expressions, e.g. Is this microwave cooking fast? You bet!nCreating new words, e.g. 4ord costs 5ive% le$nBorrowing words from other languages, e.g. Cognac L Art De Martell since 1715Word featuresnUsing the prefix “super-”, meaning very good, e.g. supernatural, superfit and superfine.nUsi

31、ng plain and concise words, e.g. You cant see it but you know its there.nUsing modest and fuzzy words, e.g. This toothpaste helps prevent caries.Word featuresnUsing simple sentences, e.g. Oh, I see!nUsing declarative sentences, e.g. We lead. Others copy.nUsing imperative sentences, e.g. Lets make th

32、ings better. Sentence featuresnFigure of speech, e.g. Sometimes beauty is more than skin deep. nAntithesis, e.g. Once tasted, always loved. nPersonification Flowers by Interflora speak from the heart. nRhyme, e.g. Health, Humour & Happiness.Gifts wed love to give. Rhetoric featuresnPun, e.g. Im

33、More satisfied. nRepetition, e.g. Smooth trip, smooth arrival. (An ad for an airline)nBorrowing, e.g. All roads lead to Holliday Inn.nInversion, e.g. Impossible is nothing.Rhetoric features LayoutnHeadline nMain bodynEndingHeadline nNeeds to be inviting at the first glance and to arouse the readers

34、interest to continue reading.nBe as short as a sentence or contain merely a few words.nSometimes a sub-headline is added as a supplement of the headlineMain bodynOffers more details about the merits of the commodity or service.nBe composed of two parts:starts with a lead-in sentence or paragraph;con

35、tinues with the most important part, the body text.Ending The ending contains the following:ncontact information of the enterprise, i.e., the name, address, telephone and fax number, email address and website.na picture or some pictures.na slogan of the enterprise.nUse simple and plain words. nUse s

36、pecific words instead of general words. nBe consistent in the language style.Writing TipsGillette SENSOR The only razor that senses and adjusts to the individual needs of your face. Gillette Sensor: the shave personalized to every man. It starts with twin blades, individually and independently mount

37、ed on highly responsive springs. So they continuously sense and automatically adjust to the individual curves and unique needs of your face. Innovation is everywhere. You can feel it in the textured ridges and the balance of the Sensor razor. You appreciate it in the easy loading system and the conv

38、enient shaving organizer. Even rinsing is innovative, the new blades are 50% narrower than any othersallowing water flow freely around and through them, for effortless cleaning and rinsing. All these Sensor technologies combine to give your individual face a personalized shavethe closest, smoothest,

39、 safest, most comfortable. The best shave a man can getGillette.SamplenAnalyze the language features of the following ads.1. The Applemostest Drink in the world.2. We know Eggxactly how to sell Eggs.3. Superexcellent shampoo!ExercisesnKey:1. Create new word: Applemostest.2. Misspelling the word: egg

40、xactly instead of exactly.3. Use compound word: superexcellent = super + excellent ExercisesnChina Dinosaur Park is celebrating its 10th anniversary and plans to launch a new summer promotional project. Please write an advertisement for it.Case StudySummer season launch! Waterfall, Hot spring, cool

41、summer! China Dinosaur Park is celebrating its 10th anniversary on June 29 and a new summer season will be launched on that day! Delicious food and comfortable hotel will also be available. Welcome! You will have fun! Tel: 6788xxxx Email: Answer for ReferenceI. Translate the following into Chinese.1

42、. 滴滴香濃，意猶未盡。滴滴香濃，意猶未盡。2. 想做就做。想做就做。3. 鉆石恒久遠(yuǎn)。鉆石恒久遠(yuǎn)。4. 我們能拍出世界上最好的照片。我們能拍出世界上最好的照片。5. 海浪，陽光，沙灘，隱居西班牙！海浪，陽光，沙灘，隱居西班牙！Key to exercises of Unit 8 (Textbook) InterContinental Changzhou Dinosaur Town Hotel Release at once Contact Cynthia Wang Public Relations Director Tel: 1386118xxxx Email: Website: Inter

43、continental Changzhou Dinosaur Town Hotel celebrate its ten years anniversary Key to exercises of Unit 8 (Textbook)II. Write a press release Intercontinental Changzhou Dinosaur Town Hotel will celebrate its ten years anniversary on Oct.18. A series of promotional activities will be held since that d

44、ay. Some respectful guests, e.g. the President of InterContinental Hotel group and the mayor of the city, will take part in the celebration, which will be held in the Italian Restaurant in the hotel. A series of activities will be held to celebrate the tens anniversary and the first one will be the

45、Changzhou Tourism culture exhibition which will be held on the day of celebration party. Other activities like charity golf contest, green tea appreciation lecture and city tour on the water will follow it.Key to exercises of Unit 8 (Textbook)II. Write a press release Notes to editor InterContinenta

46、l Changzhou Dinosaur Town Hotel is one a five-star hotel belonging to one of the best hotel brand-InterContinental-in the InterContinental Hotel group and it is also the newest one in China. It is located in the northeast of Changzhou beside the China Dinosaur Park, which is in the list of Top Ten tourist destinations in China. The location provides guests with very convenient transportation and also best felicities. It also provides worlds first class services.Ke