Learn how to understand an advertisement
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| INTRODUCTION |
| Michael: Hi everyone, and welcome back to ChineseClass101.com. This is Business Chinese for Beginners Season 1 Lesson 22 - Understanding a Chinese Advertisement. Michael here. |
| Dehua: 大家好！(Dàjiā hǎo!) I'm Dehua. |
| Michael: In this lesson, you’ll learn how to understand an advertisement. The speech takes place over the radio. |
| Dehua: It’s given by Tom. |
| Michael: The speaker is speaking to the public, therefore, he will speak formal Chinese. Okay, let's listen to the conversation. |
| DIALOGUE |
| 汤诚: 电台广告: 我们只挑选味道香甜，品质优良的柳橙。把新鲜果汁送货到家，二十年如一日。橙味宝——大家都在喝！ |
| (Tāng Chéng: Diàntái guǎnggào: Wǒmen zhǐ tiāoxuǎn wèidào xiāngtián, pǐnzhí yōuliáng de liǔ chéng, bǎ xīnxiān guǒzhī sòng huò dàojiā, èrshí nián rú yī rì. Chéng Wèi Bǎo - dàjiā dōu zài hē!) |
| : (数秒之后) |
| (: (Shǔmiǎo zhīhòu)) |
| 汤诚: 电台广告: 采用最高品质的微烤奥斯特咖啡豆 ，我们的咖啡产品以客为先。让你尽享细致香味及清醇风味。 融合三十多年的传统与革新，我们为你跟你的家人献上——奥斯特！ |
| (Tāng Chéng: Diàntái guǎnggào: Cǎiyòng zuìgāo pǐnzhí de wéi kǎo Ào sī tè kāfēi dòu. Wǒmen de kāfēi chǎnpǐn yǐ kè wéi xiān, ràng nǐ jǐn xiǎng xìzhì xiāngwèi jí qīngchún fēngwèi. Rónghé sānshí duō nián de chuántǒng yǔ géxīn, wǒmen wèi nǐ gēn nǐ de jiārén xiànshàng - Ào sī tè!) |
| : (数秒之后) |
| (: (Shǔmiǎo zhīhòu)) |
| 汤诚: 电台广告: 酒渍，草渍，泥渍...有美斯，什么污渍都消失！从一九五零年开始，美斯一直为你服务。 |
| (Tāng Chéng: Diàntái guǎnggào: Jiǔ zì, cǎo zì, ní zì...yǒu Měi Sī, shénme wūzì dōu xiāoshī! Cóng yījiǔw líng nián kāishǐ, Měi Sī yīzhí wéi nǐ fúwù.) |
| Michael: Listen to the conversation one time slowly. |
| 汤诚: 电台广告: 我们只挑选味道香甜，品质优良的柳橙。把新鲜果汁送货到家，二十年如一日。橙味宝——大家都在喝！ |
| (Tāng Chéng: Diàntái guǎnggào: Wǒmen zhǐ tiāoxuǎn wèidào xiāngtián, pǐnzhí yōuliáng de liǔ chéng, bǎ xīnxiān guǒzhī sòng huò dàojiā, èrshí nián rú yī rì. Chéng Wèi Bǎo - dàjiā dōu zài hē!) |
| : (数秒之后) |
| (: (Shǔmiǎo zhīhòu)) |
| 汤诚: 电台广告: 采用最高品质的微烤奥斯特咖啡豆 ，我们的咖啡产品以客为先。让你尽享细致香味及清醇风味。 融合三十多年的传统与革新，我们为你跟你的家人献上——奥斯特！ |
| (Tāng Chéng: Diàntái guǎnggào: Cǎiyòng zuìgāo pǐnzhí de wéi kǎo Ào sī tè kāfēi dòu. Wǒmen de kāfēi chǎnpǐn yǐ kè wéi xiān, ràng nǐ jǐn xiǎng xìzhì xiāngwèi jí qīngchún fēngwèi. Rónghé sānshí duō nián de chuántǒng yǔ géxīn, wǒmen wèi nǐ gēn nǐ de jiārén xiànshàng - Ào sī tè!) |
| : (数秒之后) |
| (: (Shǔmiǎo zhīhòu)) |
| 汤诚: 电台广告: 酒渍，草渍，泥渍...有美斯，什么污渍都消失！从一九五零年开始，美斯一直为你服务。 |
| (Tāng Chéng: Diàntái guǎnggào: Jiǔ zì, cǎo zì, ní zì...yǒu Měi Sī, shénme wūzì dōu xiāoshī! Cóng yījiǔw líng nián kāishǐ, Měi Sī yīzhí wéi nǐ fúwù.) |
| Michael: Listen to the conversation with the English translation |
| 汤诚: 电台广告: 我们只挑选味道香甜，品质优良的柳橙。把新鲜果汁送货到家，二十年如一日。橙味宝——大家都在喝！ |
| (Tāng Chéng: Diàntái guǎnggào: Wǒmen zhǐ tiāoxuǎn wèidào xiāngtián, pǐnzhí yōuliáng de liǔ chéng, bǎ xīnxiān guǒzhī sòng huò dàojiā, èrshí nián rú yī rì. Chéng Wèi Bǎo - dàjiā dōu zài hē!) |
| Tom [Radio advertisement]: We choose only the best quality oranges with sweet taste and beautiful aroma. For over 20 years we deliver fresh juices directly to your house. Treasure Orange - this is what people drink! |
| : (数秒之后) |
| (: (Shǔmiǎo zhīhòu)) |
| : (Few seconds later) |
| 汤诚: 电台广告: 采用最高品质的微烤奥斯特咖啡豆 ，我们的咖啡产品以客为先。让你尽享细致香味及清醇风味。 融合三十多年的传统与革新，我们为你跟你的家人献上——奥斯特！ |
| (Tāng Chéng: Diàntái guǎnggào: Cǎiyòng zuìgāo pǐnzhí de wéi kǎo Ào sī tè kāfēi dòu. Wǒmen de kāfēi chǎnpǐn yǐ kè wéi xiān, ràng nǐ jǐn xiǎng xìzhì xiāngwèi jí qīngchún fēngwèi. Rónghé sānshí duō nián de chuántǒng yǔ géxīn, wǒmen wèi nǐ gēn nǐ de jiārén xiànshàng - Ào sī tè!) |
| Tom [Radio advertisement]: We use the best quality, lightly roasted Astrom coffee beans. Our coffee was made with you in mind. Enjoy the delicate taste and clear flavor. Astrom is a fusion of over 30 years of tradition and innovation. Astrom, for you and your family. |
| 汤诚: 电台广告: 酒渍，草渍，泥渍...有美斯，什么污渍都消失！从一九五零年开始，美斯一直为你服务。 |
| (Tāng Chéng: Diàntái guǎnggào: Jiǔ zì, cǎo zì, ní zì...yǒu Měi Sī, shénme wūzì dōu xiāoshī! Cóng yījiǔw líng nián kāishǐ, Měi Sī yīzhí wéi nǐ fúwù.) |
| Tom [Radio advertisement]: Wine stains, grass stains, mud stains...Mixie can make them disappear. Mixie, serving you since 1950. |
| POST CONVERSATION BANTER |
| Michael: The example dialogue was a little different this time, as it was a radio advertisement. |
| Dehua: You will hear many advertisements like that one. |
| Michael: What makes it so typical of Chinese advertisements? |
| Dehua: They like to advertise their long history. |
| Michael: Chinese people are proud of the country’s long history, aren’t they? |
| Dehua: Yes, we are. So we like to see businesses with long histories, too. |
| Michael: A company with a long history is seen as more experienced and with a higher level of quality. |
| Dehua: Chinese people think old companies are more trustworthy. |
| Michael: I can understand why brands want to advertise their long history. |
| Dehua: Many brands like to label themselves as 老字号 (lǎozìhao). |
| Michael: That means that the brand has a long history. Okay, now onto the vocab. |
| VOCAB LIST |
| Michael: Let’s take a look at the vocabulary from this lesson. The first word is... |
| Dehua: 挑选(tiāoxuǎn) [natural native speed] |
| Michael: to choose |
| Dehua: 挑选(tiāoxuǎn)[slowly - broken down by syllable] |
| Dehua: 挑选(tiāoxuǎn) [natural native speed] |
| Michael: Next we have... |
| Dehua: 新鲜(xīnxiān) [natural native speed] |
| Michael: fresh |
| Dehua: 新鲜(xīnxiān)[slowly - broken down by syllable] |
| Dehua: 新鲜(xīnxiān) [natural native speed] |
| Michael: Next we have... |
| Dehua: 送货到家(sòng huò dàojiā) [natural native speed] |
| Michael: home delivery |
| Dehua: 送货到家(sòng huò dàojiā)[slowly - broken down by syllable] |
| Dehua: 送货到家(sòng huò dàojiā) [natural native speed] |
| Michael: Next we have... |
| Dehua: 微烤(wēi kǎo) [natural native speed] |
| Michael: to roast |
| Dehua:微烤(wēi kǎo)[slowly - broken down by syllable] |
| Dehua: 微烤(wēi kǎo) [natural native speed] |
| Michael: Next we have... |
| Dehua: 融合(rónghé) [natural native speed] |
| Michael: to mix; to merge; to combine |
| Dehua: 融合(rónghé)[slowly - broken down by syllable] |
| Dehua: 融合(rónghé) [natural native speed] |
| Michael: Next we have... |
| Dehua: 传统(chuántǒng) [natural native speed] |
| Michael: tradition |
| Dehua: 传统(chuántǒng)[slowly - broken down by syllable] |
| Dehua: 传统(chuántǒng) [natural native speed] |
| Michael: Next we have... |
| Dehua: 献上(xiànshàng) [natural native speed] |
| Michael: to present; to devote |
| Dehua: 献上(xiànshàng)[slowly - broken down by syllable] |
| Dehua: 献上(xiànshàng) [natural native speed] |
| Michael: Next we have... |
| Dehua: 消失(xiāoshī) [natural native speed] |
| Michael: disappear |
| Dehua: 消失(xiāoshī)[slowly - broken down by syllable] |
| Dehua: 消失(xiāoshī) [natural native speed] |
| Michael: Next we have... |
| Dehua: 开始(kāishǐ) [natural native speed] |
| Michael: to start |
| Dehua: 开始(kāishǐ)[slowly - broken down by syllable] |
| Dehua: 开始(kāishǐ) [natural native speed] |
| Michael: And last... |
| Dehua: 一直 [natural native speed] |
| Michael: continuously; constantly; non-stop |
| Dehua: 一直[slowly - broken down by syllable] |
| Dehua: 一直 [natural native speed] |
| KEY VOCAB AND PHRASES |
| Michael: Let's have a closer look at the usage of some of the words and phrases from this lesson. The first word is... |
| Dehua: 送货到家(sòng huò dàojiā) |
| Michael: meaning "to deliver to your home" |
| Michael: This is our first phrase of this lesson. |
| Dehua: First is 送货(sòng huò). |
| Michael: This means “deliver, send.” |
| Dehua: Next is 到(dào), meaning “to.” And finally is 家(jiā). |
| Michael: That is “home.” You can use this phrase to describe services that deliver products directly to your home. |
| Dehua: You might also hear 送货到府上(sòng huò dào fǔshàng). |
| Michael: Can you give us an example using this phrase? |
| Dehua: Sure. For example, you can say... 如果今天订购这个产品, 星期五就送货到家。(Rúguǒ jīntiān dìnggòu zhège chǎnpǐn, xīngqíwǔ jiù sòng huò dàojiā.) |
| Michael: ...which means "If you order this product today, it will be delivered to your home on Friday." |
| Michael: Okay, what's the next word? |
| Dehua: 融合传统与革新(rónghé chuántǒng yǔ géxīn) |
| Michael: meaning "to combine tradition and innovation" |
| Michael: This is our final phrase for this lesson. |
| Dehua: First is 融合(rónghé) |
| Michael: This means “integrate, mix.” It’s followed by “tradition.” |
| Dehua: 传统(chuántǒng). Next is 与(yǔ). |
| Michael: This means “and, as well as.” The final part of this phrase means “technology.” |
| Dehua: 革新(géxīn). So altogether it’s 融合传统与革新(rónghé chuántǒng yǔ géxīn). |
| Michael: Many products claim to be a combination of tradition and the latest technology. Can you give us an example using this phrase? |
| Dehua: Sure. For example, you can say... 这个产品融合传统跟革新科技。(Zhè gè chǎnpǐn rónghé chuántǒng gēn géxīn kējì.) |
| Michael: ... which means "This product combines tradition with innovative technology." |
| Michael: Okay, now onto the lesson focus. |
Lesson focus |
|---|
| Michael: In this lesson, you'll learn about radio advertisements. |
| Michael: When you listen to radio advertisements, there are some words that you may frequently hear. Dehua, can you take us through some of these? |
| Dehua: Sure! First is 优良 (yōuliáng) |
| Michael: “excellent” |
| Dehua: 高品质 (gāo pǐnzhí) |
| Michael: “high-quality” |
| Dehua: 最佳 (zuì jiā) |
| Michael: “the best” |
| Dehua: 独特 (dútè) |
| Michael: “unique” |
| Dehua: 物超所值 (wù chāo suǒ zhí) |
| Michael: “the best value.” You can use any of these adjectives and phrases to make your product sound amazing. Let’s hear some examples of promotional phrases. |
| Dehua: 绝对高品质 (Juéduì gāo pǐnzhí) |
| Michael: “absolutely high-quality” |
| Dehua: 给你一个独特的新感觉 (Gěi nǐ yīgè dútè de xīn gǎnjué) |
| Michael: “give you a unique new sensation” |
| Dehua: 二零二零年度最佳产品 (Èr líng èr líng niándù zuì jiā chǎnpǐn) |
| Michael: “best product of 2020.” When talking about a product or company, we might want to talk about how long it’s been on the market. How we do we express years in Chinese? |
| Dehua: Don’t split the year in two figures as we do in English. |
| Michael: You say the number as it is. |
| Dehua: Yes, then add 年 (nián) at the end. |
| Michael: That is “year.” We’ll finish this lesson with some examples. |
| Dehua: 一九零一年 (Yījiǔ líng yī nián) |
| Michael: “1901” |
| Dehua: 1965 - 一九六五年 (Yījiǔ liùwǔ nián) |
| Michael: “1965” |
| Dehua: 二零零四年 (Èr líng líng sì nián) |
| Michael: “2004” |
Outro |
| Michael: Okay, that’s all for this lesson. Thank you for listening, everyone, and we’ll see you next time! Bye! |
| Dehua: 再见！(Zàijiàn!) |
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