- 作 者：华英，马永堂编著
- 出 版 社：北京：经济管理出版社
- 出版年份：2002
- ISBN：7801624580
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Acknowledgements 1
Preface 1
PartI Texts 1
Unit 01 The Big Business of Advertising 1
Unit 02 Advertising Agent 9
Unit 03 Television Commercials 19
Unit 04 Advertising Director 27
Unit 05 Job Adverts 36
Unit 06 Advertising Account Executive 45
Unit 07 Print Adverts 52
Unit 08 Art Director 58
Unit 09 Baby Products and Service 65
Unit 10 Copywriter 73
Unit 11 David Ogilvy Remembered 82
Unit 12 Graphic Designer 92
Unit 13 Consumer Goods Adverts 102
Unit 14 Sales, Marketing and Advertising Managers 109
Unit 15 International Advertising Association 115
Unit 16 Motion Picture, Radio TV Art Director 124
Unit 17 International Advertising Festival 132
Unit 18 Transit Advertising Pioneer——Harold L. Harrison 140
Unit 19 World Federation of Advertisers 150
Unit 20 A World Heritage Site 155
Unit 21 Hollywood Signs 170
Unit 22 IMD——Real World. Real Learning 177
Unit 23 Advertising-Concerning the Children s Growth 190
Unit 24 Labor Security Campaign 200
Part II Advertising English Reading 1 to 10 209
1．Advertising: A Medium of Information 209
2．The Art and Science of the Advertising Slogan 216
3．Word of Mouth Advertising 238
4．Advertisements and the Study of History 242
5．Political Advertising: What You Need To Know 246
6．Advertising Agency Management 255
7．Advertising——The Most Authoritative Voice Today 267
8．Communication Skill 272
9．How to Write a Winning Résumé 278
10．How to Shine at a Job Interview 282
Part III Appendix 287
Appendix 1. Tape Scripts 287
Appendix 2. Answers 305
Appendix 3. Advertising Terms 333
Appendix 4. Irregular Verbs 352
Appendix 5. Numerals 360