1、How advertising worksHow advertising worksLets enjoy two advertisements!1.Do you like McDonalds better than KFC because of the advertisement?AdvertisementsWHERE?On billboardsOn busesOn TVOn the radioIn train stationsIn newspapersIn magazinesAt the cinemaAt the airportEverywhereCompare advertisements
2、Compare the advertisements,which one is easier for you to remember?Why?Understanding the advertisements on page 42.1.Water A.What is the most common name for H2O?Why did they call it H2O?Water.Because it rhymes with“slow”.B.What is the purpose of this advertisement?To encourage people to use water w
3、isely and to save water where they can.A.What group of people is the advertisement made for?Young people who like sports,the latest fashions and like to be part of a group.2.Super ShoozeB.What message does the advertisement give?If you wear our shoes youll have an exciting life,and be popular and ha
4、ve fun.C.Do you think the message is true?Give reasons.No,because just wearing a certain brand of shoes wont make you exciting,popular or have funit takes much more effort than that.A.Why are the first two lines written bigger than the rest of the advertisement?These lines appear bigger so that they
5、 are the first thing people notice about the ad.3.Refresh waterB.The advertisement says that when you buy two,they will give you two more at no extra cost.Does this mean the advertiser will lose money on the sale?No,the advertiser will have worked out a price that will still give him a profit even i
6、f he is giving away two bottles free.The advertiser also benefits by selling more bottles than he would have if he hadnt offered the free bottles.C.Why do advertisers often use the“Buy one get one free”message?People love a bargain,so they are attracted to free offers and are more likely to buy the
7、product if they think they are getting something for free.A.What does this advertisement encourage you to think?It encourages us to think of the sky,air and our environment and about how the environment is being spoiled.4.EnvironmentB.What do you think causes air pollution?Human beings cause air pol
8、lution by burning fossil fuels,such as gas,oil,coal,etc by using some modern machines,transportation vehicles and also by manufacturing modern products.C.How else can advertisers make people more aware of our fragile environment?Tell people more and help them to be more aware of the importance of pr
9、otecting our environment.5.“Speeding”and“How fast am I going”?A.Both of these advertisements have the same purpose.What do both ads want people to do?They want people to stop speeding.B.Both ads target a certain group of people.Who are they?Drivers.C.If you were a driver,which advertisement would ha
10、ve most effect on you?Why?Students give their own answers.HOW ADVERTING WORKSScan the headings of each section and get a general understanding of the text.ScanningSection I(para.1)Section II(para.2)Section III(para.3-7)Section IV(para.8-9)IntroductionWhat is an advertisement?How do advertisers make
11、effective advertisements?How effective are advertisements?Sum up the main idea of each section.I.Read the text and try to answer the following questions:1.Who advertises?2.Why do they advertise?3.Where do they advertise?4.How do they decide where to advertise?5.Does advertising work?Detail reading1.
12、Who advertises?Businesses,individuals,organizations and associations.2.Why do they advertise?They want to sell something or to inform or educate the public.3.Where do they advertise?On TV and radio,in magazines and newspapers(also on clothes,billboards,at sports fields,on buses and trains,at bus and
13、 train stations and many other places).4.How do they decide where to advertise?They consider their budget and what medium is most likely to be seen or heard by the target consumer.5.Does advertising work?Yes and no.People are not usually persuaded by ads to buy things they have no use for.However,ad
14、s do change peoples opinions over time.II.Read the text carefully and fill in the blanks.DefinitionAn advertisement is a(n)_or announcement that_ or influences people by using words,pictures,music or film.messageinformsHow tomake_ the target:Having identified the target group,researchers_ as much as
15、 possible about those in the target group.Appeal to the target:Appeal to targets _ or their emotions.Identifyfind outhopes and dreamsUse a suitable _:Advertisers consider which media are most_ for their product and which their target audience is most_ see or hear,as well as the cost.mediumappropriat
16、elikely toHow effectivePeople are unlikely to choose the product_ for them no matter how good an advertisement is.Making people constantly _advertisements can help to change their opinions over time.exposed tounsuitable1.What is the text mainly about?A.Why advertisers are willing to spend so much mo
17、ney.B.How consumers avoid being controlled by advertisements.C.Consumers should understand how advertising works.D.How advertisements appeal to consumers desire.III.Read the text carefully and choose the best answer.2.If an advertiser wants to make an ad for a car stereo system,his most suitable way
18、 is to use _.A.television B.magazines C.newspapers D.radio3.If advertisers want to make effective advertisements,what should they do?A.They must identify their target group,appeal to them and choose the proper media.B.They must not worry about the expense and follow the rule the higher,the better.C.
19、They have to place their ads in all kinds of media to be broadcast widely.D.They should try to obtain support from the government only.4.What does the author mean by saying“being constantly exposed to advertisements can help to change our opinions over time”?A.To change our opinions,we should be exp
20、osed to ads constantly.B.Our opinions will be changed well by the ads with time going on.C.No matter whether an ad is good or not,it can affect our life wholly.D.No matter whether an ad is good or not,it will affect our life in one way.What is an ad?1)Definition(a message or announcement that intend
21、s to inform or influence people)2)Means(words,pictures,music,film)3)Advertisers(business,individuals,organizations,associations)How do advertisers make effective ads?1)Identify the target(find out necessary information about this group)2)Appeal to the target(hopes,dreams,emotions,desires)3)Use a suitable medium(cost,media)How effective are ads?1)When there is a need for the product.2)If the target audience is exposed to ads constantly.1.In pairs,discuss the questions in Ex 2 on P44.2.Finish Ex 3 on P45 in pairs.HOMEWORK
