1、1.Do you like McDonalds better than KFC because of the advertisement?AdvertisementsWHERE?On billboardsOn busesOn TVOn the radioIn train stationsIn newspapersIn magazineAt the cinemaAt the airportEverywhereCompare advertisementsCompare the advertisements,which one is easier for you to remember?Why?Lo
2、ok at the pictures on page 42-43 and discuss the questions about the advertisements.1.WaterA.What is the most common name for H2O?Why did they call it H2O?H2O=water.H2O has been used instead of the word“water”,because it rhymes with“slow”.Rhymes(often called jingles)attract attention and are easily
3、remembered.B.What is the purpose of this advertisement?To encourage people to use water wisely 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 a
4、dvertisement give?If you wear our shoes youll have an exciting life,and be popular and have fun.C.Do you think the message is true?Give reasons.This message is not true because just wearing a certain brand of shoes wont make you exciting,popular or have fun it takes much more effort than that.A.Why
5、are the first two lines written bigger than the rest of the advertisement?These lines appear bigger so that they are the first thing people notice about the advertisement.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 adv
6、ertiser will lose money on the sale?No,the advertiser will have worked out a price that will still give him a profit even if 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
7、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 product if they think they are getting something for free.As explained in B,they are not really getting anything for free because the advertiser puts a price on the product that
8、 the consumer buys that will cover the cost of the“free”one.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 p
9、ollution 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
10、protecting our environment.5.“Speeding”and“How fast am I going”?A.Both of these advertisements have the same purpose.What do both advertisements 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 advertise
11、ment would have most effect on you?Why?(Students give their own answers.)HOW ADVERTISING WORKSScan the headings of each section and get a general understanding of the text.Section I(para.1)Section II(para.2)Section III(para.3-7)Section IV(para.8-9)IntroductionWhat is an advertisement?How do advertis
12、ers make 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?1.Who a
13、dvertises?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 trai
14、n 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,ads do
15、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 p
16、ossible 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
17、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 tounsuitableWhat is an ad?1)Definition(a message or announcement that intends to inform or
18、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)2)If the target audience is exposed to ads constantly.Finish Ex 3 on Page 45 in pairs.HOMEWORK
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