1、-1-Unit 5 Inside advertising HOW ADVERTISING WORKS An advertisement is a message or announcement that informs or (influence)people.It can use words,pictures,music or film to communicate (it)message.Advertisers money would be wasted if the message didnt reach its target audience.For example,adolescen
2、t boys are more (like)to buy computer games than any other group,so it makes sense to make computer game ads that appeal this group.Researchers should find out as much as possible about those in the target group,such as their likes and ,and how the product would fit their lives.influences its likely
3、 to dislikes into In order to persuade people to do something,advertisements often appeal to our hopes and dreams or our (emotion).Some advertisements appeal to peoples desire to save money.Others are more likely to be (notice)if they are funny.reaching the right audience with the right technique,ad
4、vertisers must also place their ads in the right medium.Advertisers must worry about the expense and consider which media are most appropriate for their product and which their target audience is most likely to see or hear.good an advertisement is,people are unlikely to be persuaded if the product i
5、s unsuitable for them.We dont buy products and services we are not interested in or have no use for.emotions noticed As well as However -4-Section Warming Up,Pre-reading,Reading&Comprehending CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 一 二 三 四 一、将下列单词或短语与其相对应的释义搭配起来 A B 1.casual a.group of
6、 people joined together for a common purpose 2.turn.intob.deserving respect or recognition 3.inform c.to be suitable(for)4.associationd.spending of money,etc;cost 5.fit into e.to tell sb.;to give sb.knowledge(of sth.)6.feature f.distinctive characteristic;aspect 7.worthyg.to count or depend on sb./s
7、th.8.expenseh.not formal;for informal occasions 9.relyi.to have no respect for sb.or sth.10.have no use forj.to pass from one condition or state to another 答案:1.h 2.j 3.e 4.a 5.c 6.f 7.b 8.d 9.g 10.i CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 一 二 三 四 二、短语互译 1.in order to 2.appeal to 3.as
8、well as 4.run out 5.on the other hand 6.依赖 7.(使)变成 8.适合 9.对不耐烦 10.暴露于 目的是 吸引,呼吁 以及,又,也 花光,用尽 另一方面 rely on turn into fit into have no use for be exposed to CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 一 二 三 四 三、阅读课文HOW ADVERTISING WORKS,完成下列表格(每空最多3个词)Part Main idea Details 1(Para.1)We are t
9、o advertisement every day.With so many messages from advertisers our daily lives,it is important to understand how advertisements .2(Para.2)What is an advertisement?An advertisement is a or that informs or influences people and communicates its message.exposed filling work message announcement CHEND
10、UWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 一 二 三 四 3(Paras.3-7)How do advertisers make advertisements?your target.to your target.Use a suitable .4(Paras.8-9)How effective are advertisements?The advertisements should be suitable for the consumers.The goods or services should the consumers,inter
11、ests or lifestyle.effective Identify Appeal medium suit CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 一 二 三 四 四、阅读课文HOW ADVERTISING WORKS,回答下列问题 1.The purpose of the passage is to .A.inform us of the fact that there are many advertisements in our daily life B.help us understand how advertise
12、ments work and avoid being controlled by them C.tell us how effective advertisements are D.show us how effective advertisements can be made 答案:B 2.All of the following facts about an ad in Paragraph 2 are mentioned except its .A.definition B.means C.advertisersD.target audience 答案:D CHENDUWANSONG晨读晚
13、诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 一 二 三 四 3.In order to make effective ads,advertisers should .A.identify the target B.appeal to the target C.choose a suitable medium D.all of above 答案:D 4.The example of the adolescent boys in the third paragraph shows us .A.which group is the target of the comp
14、uter games B.it is important for advertisers to identify the target audience C.that young people are more likely to buy computer games D.it makes sense to make computer game ads that appeal to adolescent boys 答案:B CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 一 二 三 四 5.When deciding on a use
15、ful medium,advertisers should consider .A.expense B.medium C.features of the ad D.all of above 答案:D CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 1.Even some of the casual garments we wear have brand namesattached to them which turn us into walking advertisements.(P42)甚至在我们穿的
16、有些休闲服上也印着品牌的名字,这就把我们变成了“移动广告”。have brand names attached to.为have sth.done结构。过去分词在此处作宾语补足语有三种意思:使得某人/物被;使某人/物遭受;让别人做某事。When will you have your work finished?你什么时候能把工作完成?Mr.Smith had his wallet stolen on a bus.史密斯先生在公共汽车上被人偷了钱包。Im going to the dentists to have my tooth pulled out.我要到牙医那儿去拔牙。CHENDUWANS
17、ONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 考点延伸 阅读下列句子,指出“have+其他宾语补足语”的句式和意义 My teacher had me write a short passage.老师让我写了一篇短文。句式:have sb./sth.do.意义:让某人/物做 Its not right for you to have the boy standing a whole morning.让这个男孩站一上午,你是不对的。句式:have sb./sth.doing.意义:让某人/物一直做 CHENDUWANSON
18、G晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 考点:turn.into.变成;使成为;翻译 When leaves are red,they turn into flowers!叶子红了的时候,它们就变成了花!They turned the reading room into a laboratory.他们把阅览室改建成了一个试验室。Could you turn it into modern Chinese?你能把它译为现代汉语吗?CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHEN
19、RU课堂深入 1 2 3 4 5 6 7 8 考点延伸 阅读下列句子,指出turn 的其他短语和意义 The company turned down his proposal.公司拒绝了他的建议。短语:turn down 意义:减少,关小;拒绝 He turned in two essays every week.他每星期交两篇论文。短语:turn in 意义:上交,呈交 The examination turned out quite easy.结果考试相当容易。短语:turn out 意义:结果是,证明是 He promised to come but hasnt turned up ye
20、t.他答应来的但还没有到。短语:turn up 意义:出现,露面 CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 即学即用 语法填空 1)Ill have the gardener (plant)some trees.2)She had her audience (listen)attentively.3)I had my watch (steal)yesterday.用适当的副词填空 4)The Browning have not turned yet and I doubt whether they
21、 will come.5)The company turned his proposal.plant listening stolen up down CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 2.With so many messages from advertisers filling our dailylives,it is important to understand how advertisements work.(P42)我们的日常生活中充满了众多的广告信息,可见了解广告如何发挥作用
22、是很重要的事情。with so many messages from advertisers filling our dailylives是with复合结构,在句中作原因状语。with复合结构通常由“with+宾语(名词/代词)+宾语补足语(介词短语/动词-ing形式/过去分词/动词不定式/形容词/副词)”构成。Our school looks more beautiful with all the flowers coming out.鲜花盛开的时候我们学校看起来更漂亮。CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4
23、 5 6 7 8 考点延伸 阅读下列句子,指出with复合结构的构成 The policeman was standing at the gate,with a gun in his hand.那个警察站在门口,手里拿着一支枪。构成:with+名词+介词短语 With the guide leading the way,we had no difficulty in finding the post office.因为有导游带路,我们没费力就找到了邮局。构成:with+名词+动词-ing形式 With more people to help me,I can do the work bette
24、r.如果有更多的人帮忙,我能把工作做得更好。构成:with+名词+动词不定式 CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 With his homework finished,he went to play computer games.作业完成之后,他去玩电脑游戏了。构成:with+名词+过去分词 With the door open,we cannot help trembling with cold.门开着,我们禁不住冷得哆嗦。构成:with+名词+形容词 We could hardly se
25、e anything with the lights out.因为灯灭了,我们几乎什么也看不见。构成:with+名词+副词 CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 即学即用 用with 结构完成句子 1)There are rows of white houses,(房屋的前面有树).2)(要是时间允许的话),we will go and visit the Great Wall.with trees in front of them With time permitting CHENDUWAN
26、SONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 3.An advertisement is a message or announcement that informsor influences people.(P42)广告是告知人们或对人们起影响作用的信息或告示。考点:inform vt.通知;告诉 He informed her that he was thinking of entering medical school.他告诉她他想进医学院。Can you inform me where he lives?你能告
27、诉我他住在哪儿吗?归纳:inform后可以跟“宾语+that或what/where/when/how引导的宾语从句”,构成双宾语,表“通知某人某事”。CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 考点延伸 1)阅读下列句子,指出inform的短语和意义 I informed his wife of his safe arrival.我通知他太太他已平安抵达。短语:inform sb.of/about sth.意义:通知某人某事 Please inform us how to find his hous
28、e.请告诉我们怎么找到他的房子。短语:inform sb.+“特殊疑问词+不定式”意义:通知某人 CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 2)阅读下列句子,指出黑体词的词性和含义 Reading is an excellent way to learn new things and stay informed.阅读是学习新事物和使人见多识广的极佳方法。词性:形容词 含义:见多识广的 We are able to get the information we need from the Inter
29、net.我们可以从网上得到我们需要的信息。词性:名词 含义:信息 CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 即学即用 用inform 的适当形式填空 1)I wasnt of the decision until it was too late.2)He gave us a very interesting piece of .informed information CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6
30、 7 8 4.Having identified the target group,researchers find out asmuch as possible about those in the target group,such as theirlikes and dislikes,and how the product would fit into theirlives.(P42)明确了广告的目标群体后,研究人员会尽量搜集这个群体的有关信息,例如他们的好恶,以及如何让产品适合他们的生活。考点:fit into 适应,(使)适合 I fear I will not fit into a
31、ny future society.我怕我会与未来的社会格格不入。How is the extra work going to fit into the schedule?额外的工作怎样才能不与时间表冲突?CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 考点延伸 阅读下列句子,指出fit的短语和意义 Ill change my timetable to fit in with yours.我将改动我的时间表以适应你的。短语:fit in with 意义:适应,符合;与相一致 You may have t
32、he coat fit on before you buy it.你可以把大衣试穿一下再决定买不买。短语:fit on 意义:试穿 The house is fit up with gas and steam heater.房子里装有煤气和暖气。短语:be fit up with 意义:安装,装备 CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 即学即用 用适当的介词或副词填空 1)His ideas did not quite fit our aims.2)I am going to the tail
33、ors to fit my new coat.3)The apartment has been fit with all the modern conveniences.in with on up CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 5.This information then forms the basis for decisions aboutwhat type of advertising techniques to use with this group.(P42)于是,这个信息就
34、构成了针对这部分人采用何种广告技术的决策基础。考点:basis n.基础;根据 The basis of her opinion is something she read in the magazine.她意见的根据是从杂志里看来的。We pay on weekly basis.我们按周付薪水。CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 考点延伸 阅读下列句子,指出base的短语和意义 Edison based his ideas on scientific experiment.爱迪生的想法是建
35、立在科学实验的基础上的。短语:base.on.意义:以为基础 What he said is based on facts.他所说的话是以事实为根据的。短语:be based on 意义:以为根据;基于 即学即用 完成句子 1)你的意见都要以事实为根据。You should .2)那个故事是根据现实生活而写的。The story .base your opinion on facts is based on real life CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 6.Some adverts
36、,like the environmental protection advertisementbelow,appeal to our conscience or our desire to be worthycitizens.(P43)还有一些广告,就像下边那种有关环境保护的广告,就符合我们的良知,或者说迎合了我们想成为有价值的公民的愿望。考点:worthy adj.有价值的;可敬的;值得的 She is willing to donate money to a worthy cause.她愿为高尚的事业捐款。The cause is worthy of our continued supp
37、ort.这一事业值得我们继续不断的支持。CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 He who does his duty is worthy of being praised.=He who does his duty is worthy to be praised.凡是忠于职守的人都值得奖励。归纳:worthy可作定语或表语,常用的结构为:be worthy of beingdone,be worthy to be done,be worthy of sth.。考点延伸 辨析worth,wor
38、thwhile(1)worth adj.值,值得 n.价值。worth 后面接名词或动词-ing形式(2)worthwhile adj.值得做的,值得出力的,有价值的,可作表语、定语、宾语补足语。常用结构为:It is worthwhile doing/to do sth.做某事是值得的 CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 This pen is worth five dollars.这支钢笔值五美元。His suggestion is worth considering.他的建议值得考虑。
39、The hard work was worthwhile because I passed the exam.我通过了考试,所以刻苦努力还是值得的。Its worthwhile taking/to take the trouble to explain a job fully to new employees.给新雇员详细解释一下工作要求,费点事也是值得的。CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 即学即用 用worthy,worth 和worthwhile 填空 1)I think his id
40、eas are of very little .2)His success makes all our efforts .3)The book is well of his reputation.worth worthwhile worthy CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 7.As well as worrying about the expense,advertisers must alsoconsider which media are most appropriate for t
41、heir product andwhich their target audience is most likely to see or hear.(P43)正如担心费用一样,广告客户还必须考虑哪种媒体最适合他们的产品,并且他们的目标群体最愿意收看或收听哪种媒体。考点:expense n.开支,费用;代价 Five hundred dollars cannot cover all the expense of his whole month.五百美元不够他一个月的总花销。We set a limit to the expense of the trip.我们规定了这次旅游的费用。CHENDUW
42、ANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 考点延伸 阅读下列句子,指出黑体词的短语和意义 We were all entertained at the directors expense.我们全由导演请客。短语:at ones expense 意义:由某人付钱 He built up a successful business but it was all done at theexpense of his health.他创建的企业很成功,但这一切却是以牺牲自身健康为代价的。短语:at the expense
43、 of 意义:以为代价 He spared no expense to make the party a success.为使宴会成功他不惜费用。短语:spare no expense 意义:不惜代价 CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 即学即用 完成句子 1)He achieved his goal (以牺牲朋友为代价).2)The garden was transformed (花了一大笔费用).3)He (不惜工本)in building a villa for himself.at
44、the expense of his friend at great expense spares no expense CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 8.However,it would be no use advertising products on radio ifthe ad relies on visual effects.(P43)但是如果一则广告要依靠视觉效果,那么它在收音机里播出就毫无意义。考点:It is no use doing.做是没有用处的。Its no us
45、e blaming others for your mistake.因为你的过失而责备别人是没用的。It is no use crying over spilt milk.覆水难收。CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 注意动词-ing形式作主语,常用it 作形式主语。这种句型还有:It is no good doing sth.做某事不好/没用/不行。Its a waste of time/money doing sth.做某事是白费时间/金钱。Its fun doing sth.做某事很有
46、趣。It is no good talking to him,because he never listens.跟他讲没用,因为他从来不听。Its a waste of time trying to talk to her when shes in this mood.在她目前的心情下,找她谈话是白费时间。Its great fun playing golf with some close friends.和几个亲密朋友打高尔夫很有趣。CHENDUWANSONG晨读晚诵 K EQIAN XUEXI课前学习 KETANG SHENRU课堂深入 1 2 3 4 5 6 7 8 即学即用 用动词的适当形式填空 1)It is a waste of time (try)to explain.2)It is good (play)chess after supper.trying playing