商务英语考试口语讲解15
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• Last but not least, cultural stereotypes are also a powerful selling tool. A cosmetics range associated with French chic, for example, is sure to attract customers. And if people are looking to buy a reliable car, there’s no better label than ‘made in Germany’. These national associations can also be exploited at the point of sale. Playing French music in supermarkets, for example, is proven to improve the sales of French wine. • All in all, if you want to successfully promote an imported brand, you need to give your customers a good reason to try something a little bit more exciting than their own home brands. Brand • No idea • Brand awareness • Brand acceptability • Brand preference • Brand insistence brand • Benefits: • Lower the cost on marketing • Retailers are fond of this kind of brand, no need bargain • High quality, high price, more profit • Brand development • In the fierce market, a sense of security (eg. price) • 6. Advertising: the importance of stereotypes in advertising • 1. stereotype is sth enduring and easily identifiable to a whole national group eg. Products associated with French chic (cosmetics, perfume, fashion) will become an easy sell • 2. stereotypes can make us feel good about our own value systems or customs Reinforce the positive qualities in the minds of the viewers 3. stereotypes make good comedy because everybody wants to laugh at other countries and people who are different 相关资料 |
