Advertising English Tutorial

Author: Zhang Zuixin Jiang Zhibin Zhu Ye
Publisher:
Publish Date: 2005-12-01
Features: This book is a collaborative effort of experts from three aspects—advertising, English teaching, and instructional design—of the School of Journalism and Communication at Shanghai International Studies University. It consists of 16 units, covering fundamental concepts of advertising, advertising marketing processes, communication tools, advertising research, advertising planning and creativity, advertising media, public relations, advertising management, and international advertising. In the selection of topics and materials, the book draws on the methods of international advertising textbooks and is specifically designed and arranged to address the practical needs of teaching advertising English domestically. Through topic discussions and group activities, it integrates professional knowledge in the advertising field with English terminology and usage, aiming to enhance readers' comprehensive application of advertising English in real-world scenarios. The book is also equipped with necessary post-class exercises, extended vocabulary, and reading materials to broaden the scope of classroom learning. The content is rich and the format is concise and clear, making it highly operational for teaching and suitable for bilingual instruction in advertising programs as well as reference use by professionals in the advertising industry.