Advertising with Storytelling

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Advertising with Storytelling

Learn how to touch consumers' emotions with emotional expression skills.

Applicants: 266

Free

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THIS COURSE IS INCLUDED IN Advanced Business Chinese: In the Market Program

Time commitment:

1-2 hours/week, 1-2 weeks

Pace:

Self-paced

Subject:

Business Chinese

Language:

Chinese

Level:

Advanced

Topic (s):

Advertising

About this course

This course focuses on how to tell stories in Chinese in a sentimental way to touch the consumers' emotions. It explains the structure of a text on how to use storytelling in advertising, and analyzes the skills used to describe the visual features of an advertisement. It also introduces four common expression skills for product promotion.

What you’ll learn

Professional vocabulary and expressions related to advertising and promotion
Common expression skills for product promotion
Describing the main features of business things
The structure of a business article in Chinese
The reason for using storytelling in advertising
Real-life cases of advertisement in China and the world market

About the instructor(s)

Mo Duan

Teacher of the Center for International Chinese Education School of Humanities, Shanghai Jiao Tong University

Syllabus

Session
1

Warm-up: Presentations in a Marketing Class

In a marketing class, the students compared the designs of several public service announcements (PSAs) based on the characteristics of the images.
Session
2

Text Learning: Great Storytelling Advertisements

This session introduces the structure of the text as well as the skills of describing the commercial used in the text.
Session
3

Language Learning: Product Promotion

This session provides four common expression skills of promoting a product through analyzing its selling points in different expressions.
Session
4

Advertising with Storytelling Quiz

Please respond to all questions. A passing grade of 70/100 is required, but you are allowed 5 attempts to pass the quiz. You have one year's time to complete your quiz since successful registration of the course/program.