Advertising and Culture

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Advertising and Culture

Use appropriate words and expressions to introduce different aspects of the product and develop cross-cultural awareness in advertising.

Applicants: 264

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 the introduction of commercial products in Chinese. It explains the structure of a text that compares cultural differences between two versions of an advertisement. It also provides expressions for introducing basic product information, such as product concept, category, function, target customers, and spokesperson.

What you’ll learn

Professional vocabulary and expressions related to product promotion and launch
Common expressions for key elements of product launch
Skills to describe the main features of commercial things
Structure of a business article in Chinese
Cross-cultural awareness in advertising and marketing
Real-life cases of advertising 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: Discussing Ad. Design with Colleagues

In an advertising agency, the designers discussed the ideas for an advertisement design in relation to the cultural characteristics of the different target markets.
Session
2

Text Learning: Culture-specific Advertising

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: Key Elements of Product Introduction

Product introduction includes product information and sales information. This session focuses mainly on product information and related common expressions.
Session
4

Advertising and Culture 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.