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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

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