| 姓名：胡启海著 作者简介： 作品：《新编商务英语精读:教学参考书:4》 姓名：胡启海 温雪梅著 作者简介： 作品：《新编商务英语精读:教学参考书:4》 |
| virginia valentine, director of advertising's foremost cultural analysiscompany, semiotic solutions, argues that brands can no longer expectconsumers to take sales messages at face value. consumers challenge everythingthey are told, she believes, and will prefer brands that give them somethingback, rather than the old-style "here's our product. ain't it great！" philosophywhich has dominated advertising since its inception. thus ads can deal withsocial issues and refer to the news agenda these days. inevitably, though, it cango horribly wrong. "the risk is, and i think this is true in the case ofvolkswagen, that if you use images of faith and prostitute them, people willtake offence. it's all very well if you give them something back, but it is clearthat jesus could not have benefited from that poster campaign." the ad agency, however, may well have done. the vw campaign mightlook like a marketing disaster, but increasingly ad agencies are selling to clientsnot simply their ability t 更多 |
unit 1 advertisement unit 2 business communication unit 3 organizational culture unit 4 family unit 5 sightseeing unit 6 public relations unit 7 modern office unit 8 production unit 9 automobiles unit 10 insurance |
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