1、 public service advertising public service advertising 公益廣告 creative/ original advertising creative/ original advertising 創意(chun(chun y) y)廣告第1頁/共24頁第一頁，共25頁。 puffery: a flattering commendation, esp. for promotional purpose （鼓吹(gchu)） 第2頁/共24頁第二頁，共25頁。Do they use puffery?Do they use puffery? 第3頁/共2

2、4頁第三頁，共25頁。第4頁/共24頁第四頁，共25頁。第5頁/共24頁第五頁，共25頁。第6頁/共24頁第六頁，共25頁。the ads: objective or subjectivethe ads: objective or subjectivea. a.This coffee is the bestyour friends will love you. This coffee is the bestyour friends will love you. b.b.This cat food will make your cat purr with delight.This cat foo

3、d will make your cat purr with delight.c. c.This all-wheel drive car will let you get 10kms for every litre of fuel.This all-wheel drive car will let you get 10kms for every litre of fuel.d.d.We design the best house in the world.We design the best house in the world.e. e.Sign up this credit card no

4、w, and get a 10% discount on bank fees.Sign up this credit card now, and get a 10% discount on bank fees.f. f.Bubbles! Kids favourite soft drinkBubbles! Kids favourite soft drink第7頁/共24頁第七頁，共25頁。 objective: based on facts subjective: based on opinions & feelings第8頁/共24頁第八頁，共25頁。The words: O or S

5、The words: O or S statement claim datastatement claim data assertion boast belief assertion boast belief 第9頁/共24頁第九頁，共25頁。Puffery in AdvertisementPuffery in Advertisement Matching Headings to Paragraphs Matching Headings to Paragraphs History of PufferyHistory of PufferyChecks on Deceptive Advertisi

6、ngChecks on Deceptive AdvertisingExamples of Companies Guilty of Deceptive Advertising Examples of Companies Guilty of Deceptive Advertising Reasons for Monitoring of Puffery in AdvertisingReasons for Monitoring of Puffery in AdvertisingSummary of Role of Puffery in Advertising Summary of Role of Pu

7、ffery in Advertising Definition of PufferyDefinition of PufferyPuffery that is AcceptablePuffery that is AcceptablePara APara APara BPara BPara CPara CPara DPara DPara EPara EPara FPara F第10頁/共24頁第十頁，共25頁。TRUE/ FALSE/ NOT GIVEN(NG)TRUE/ FALSE/ NOT GIVEN(NG)_ Some people argue against puffery because

8、 buyers might believe everything in _ Some people argue against puffery because buyers might believe everything in advertising.advertising._ A court case is a way of determining whether advertising is deceptive or not._ A court case is a way of determining whether advertising is deceptive or not._ P

9、uffery dates from the days of television commercials_ Puffery dates from the days of television commercials T TT T F F 第11頁/共24頁第十一頁，共25頁。_ Caveat emptor means that the seller has a responsibility for any problems with the _ Caveat emptor means that the seller has a responsibility for any problems w

10、ith the item sold.item sold._ “The worlds best coffee” is an example of puffery._ “The worlds best coffee” is an example of puffery._ “ The worlds safest chainsaw” is an example of _ “ The worlds safest chainsaw” is an example of puffery.puffery._ People should carefully check prices before they buy

11、 goods. _ People should carefully check prices before they buy goods. F FT TF FNGNG第12頁/共24頁第十二頁，共25頁。The writers main idea is:The writers main idea is:A.A. Puffery is part of advertising and is usually not Puffery is part of advertising and is usually not harmful.harmful.B.B. Puffery is a recent co

12、ncernPuffery is a recent concernC.C. Puffery doesnt occur very frequently.Puffery doesnt occur very frequently.D.D. Puffery is an American problemPuffery is an American problem第13頁/共24頁第十三頁，共25頁。Pay attention to the “words in bold”Pay attention to the “words in bold” p 47, part 9.p 47, part 9.第14頁/共

13、24頁第十四頁，共25頁。Words practice on p45-46Words practice on p45-46第15頁/共24頁第十五頁，共25頁。Enjoy the classical ads.Enjoy the classical ads. 第16頁/共24頁第十六頁，共25頁。Good to the last drop.Good to the last drop. To me, the past black and white, but the future is always color.To me, the past black and white, but the fu

14、ture is always color. 對我而言，過去平淡無奇(png dn w q)；而未來，卻是絢爛繽紛。滴滴(d d)香濃，意猶未盡。（麥斯威爾咖啡）第17頁/共24頁第十七頁，共25頁。Obey your thirstObey your thirstA diamond lasts foreverA diamond lasts forever鉆石(zunsh)恒久遠，一顆永流傳服從(fcng)你的可望第18頁/共24頁第十八頁，共25頁。Mosquito Bye Bye ByeMosquito Bye Bye ByeTime is what you make of itTime is

15、 what you make of itA Kodak MomentA Kodak Moment蚊子(wn zi)殺殺殺天長地久(ti (tin chng d jin chng d ji) )就在柯達一刻(yk)第19頁/共24頁第十九頁，共25頁。科技(kj)以人為本讓我們(w men)做的更好第20頁/共24頁第二十頁，共25頁。Feel the new spaceFeel the new space感受(gnshu)新境界Just do itJust do it只管(zhgun)去做Start aheadStart ahead成功之路，從頭開始The relentless pursuit

16、 of perfectionThe relentless pursuit of perfection不懈(b xi)追求完美第21頁/共24頁第二十一頁，共25頁。Come to where the flavor isCome to where the flavor is Marlboro country. Marlboro country.光臨風韻(fngyn)之境萬寶路世界Take time to indulgeTake time to indulge盡情(jnqng)享受吧！Intelligence everywhereIntelligence everywhere智慧(zhhu)演繹，無處不在The choice of a new generationThe choice of a new generation新一代的選擇第22頁/共24頁第二十二頁，共25頁。 Homework: Homework: Write a short passage of ad effects on buying.Write a short passage of ad effects on buying.第23頁/共24頁第二十三頁，共25頁。謝謝您的觀看(gun