English Advertisement Tutorial

Author: Hu Ying, Ma Yongtang
Publisher:
Publish Date: 2002-08-01
Features: The Advertising English Course (AdvertisingEnglishCourse) edited by Hu Ying and others and published by the Economic Management Press has recently gone on sale in bookstores across the country. The publication of this course will help advertising professionals quickly improve their English proficiency and international communication and cooperation skills in the context of globalization. At the same time, it will also help us prepare for the smooth hosting of the 39th World Advertising Congress in China in 2004.
After joining the WTO, China's advertising industry faces both opportunities and challenges. How to make the most of these opportunities? How to respond to challenges with composure? How to actively participate in international competition and grow and develop in the fierce market? The answer is that learning and improving English skills is one of the quickest ways to achieve this goal, especially by teaching advertising professionals directly in English. This approach is multi-purpose, as it can not only rapidly improve English language application skills but also enrich international background knowledge in advertising, enhance international communication and cooperation abilities, and ultimately comprehensively improve the ability to participate in international advertising market competition.
The Advertising English Course was compiled through years of unremitting effort, dedicated research, careful selection, and extensive consultation with advertising industry experts and scholars at home and abroad to meet the demands of this industry and market. To ensure the accuracy and authority of the language and content, the entire book has been reviewed by overseas experts, and listening cassettes have been recorded by British experts. Former President of the International Advertising Association (IAA), Mr. Senyon Kim (the first Asian to hold the position), took the time out of his busy schedule to personally write a foreword for the course, highly praising the authors' work and believing that the book's publication is "timely and will make significant contributions to the development of the Asian advertising industry."
Mr. Senyon Kim is a highly respected elder in South Korea's advertising industry and enjoys great prestige in both the Asian and global advertising fields. He has a friendly attitude towards China and has always been concerned about the development of China's advertising industry, believing that improving English skills is an urgent priority for the Chinese advertising industry to enhance its international competitiveness.
During the compilation process, the authors focused on learning from and drawing inspiration from similar textbooks from overseas while fully considering the inherent characteristics and practical needs of domestic users. They emphasized the professional language features of English advertising—concise, accessible, fluent, and vivid—while skillfully incorporating various international advertising background knowledge. The goal was to help users rapidly improve their advertising English skills while systematically learning and understanding basic theories, historical development, and professional norms of international advertising.
In summary, the Advertising English Course has the following main features:
1. Professionalism, knowledge, practicality, and interest are integrated and interwoven.
2. Ideological depth, motivation, professionalism, and responsibility are blended throughout the book.
3. Innovative structure, broad content, balanced difficulty levels, and depth are combined to facilitate self-study or selective learning.
4. Advanced international teaching methods such as heuristic, interactive, performance-based, and discussion-based approaches are adopted.
5. Theory is linked to practice, with a focus on comprehensive training and improvement in listening, speaking, reading, and writing.
6. Sino-foreign cooperation ensures accuracy, authority, high-quality printing, and rich illustrations.