1、Unit 5Wordsbillboard casual garment advertiser inform association targetn.布告板;广告牌adj.偶然的;随意的n.衣服;外衣n.登广告者;广告客户vt.通知;告诉n.协会;联系;关联n.目标;对象;靶子basis technique lane feature conscience worthy corporation budget expensen.基础;根据n.技术;技巧n.车道;行车线n.特征;容貌;特写vi.&vt.以为特点adj.良心;道德心n.有价值的;可敬的n.公司;法人;社团n.预算n.费用;代价broad
2、cast rely visual generate response stereo refreshn.广播;播音vi.依赖;信赖adj.看的;视觉的vt.产生;发生n.回答;响应;反应n.立体声;立体声器材vt.使(精神)振作使恢复;更新Expressions turnintofit in(to)rely onhave no use for(使)变成适合依赖;依靠不需要;厌恶;对.不耐烦Enjoy an Enjoy an ad.ad.Enjoy an Enjoy an ad.ad.Enjoy an ad.广告语欣赏Obey your thirst.Feel the new space感受新境界
3、The new digital era 数码新时代Take time to indulge.尽情享受吧！Just do it.The taste is great.科技以人为本Intelligence everywhere.Lets make things better.让我们做得更好。No business too small,no problem too big.没有不做的小生意,没有解决不了的大问题。Start Ahead.To me,the past is black and white,but the future is always color.Things go better w
4、ith Coca-Cola.饮可口可乐,万事如意。Share moments;Share life.Where there is a way,there is a Toyota.AdvertisementsWHERE?on billboardson buseson TVon the radioin train stationsin newspapersin magazinesat the cinemaat the airporteverywhere1.How do advertisements affect your life?2.Do you believe ads?3.Can you re
5、member the names of any products that were being advertised?If so,why do you remember these and not others?DiscussionWe are exposed to ads in our daily life.1)What kind of ads can we find?2)Where do ads appear?3)Why we need to understand how advertising works?IntroductionWhat is an ad?1)Definition(a
6、 message or announcement that intends 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
7、,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.1 Look at each of the advertisements on page 42-43 and discuss the questions with a partner.1 What does the advertisement
8、want you to do?2 How does it try to persuade you to do this?3 Which advertisements do you think are the most effective?Why?HOW ADVERTISING WORKSMake notes about what you have read under the following headings.Who advertisers?Why do they advertisers?Where do they advertisers?How do they decide where
9、to advertisers?Does advertising work?Who advertisers?Why do they advertisers?Businesses,individuals,organizations and associations.They ant to sell something or to inform or educate the public.Where do they advertisers?On TV and radio,in magazines nad newspapers(also on clothes,billboards,at sports
10、field,on buses and train,at bus and train stations nad many other places).How do they decide where to advertisers?Does advertising work?They consider their budget and what medium is most likely to be seen or heard by the target consumer.Yes and No.People are not usually persuaded by ads to buy thing
11、s they have no use for.However,ads do change peoples opinions over time.Discuss these questions about the advertisements.A.What is the most common name for H2O?Why did they call it H2O?1 WaterWater.Because it rhymes with“slow”.To encourage people to use water wisely and to save water where they can.
12、B.What is the purpose of this advertisement?A.What group of people is the advertisement made for?2.Super ShoozeYoung people who like sports,the latest fashions and like to be part of a group.B.What message does the advertisement give?If you wear our shoes youll have an exciting life,and be popular a
13、nd have fun.No,because just wearing a certain brand of shoes wont make you exciting,popular or have funit takes much more effort than that.C.Do you think the message is true?Give reasons.A.Why are the first two lines written bigger than the rest of the advertisement?3.Refresh waterThese lines appear
14、 bigger so that they are the first thing people notice about the ad.B.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 e
15、ven 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.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.C
16、.Why do advertisers often use the “Buy one get one free”message?A.What does this advertisement encourage you to think?4.EnvironmentIt encourages us to think of the sky,airand our environment and about how the environment is being spoiled.Human beings cause air pollution by burning fossil fuels,such
17、as gas,oil,coal,etc by using some modern machines,transportation vehicles and also by manufacturing modern products.B.What do you think causes air pollution?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
18、of protecting our environment.A.Both of these advertisements have the same purpose.What do both ads want people to do?5.“Speeding”and“How fast am I going”?They want people to stop speeding.B.Both ads target a certain group of people.Who are they?C.If you were a driver,which advertisement would have
19、most effect on you?Why?Drivers.Students give their own answers.Part 1(Para 1)Part 2(Para 2)Part 3(Para 3-7)Part 4(Para 8-9)Detail readingIntroductionWhat is an ad?How do advertisers makeeffective ads?How effective are ads?inform sb.(of/about sth.)Please inform us of any changes of address.地址若有变动请随时通
20、知我们。1 inform 通知inform(that clause)I have been informed that the couple will marry next year.我得到消息说他们俩明年结婚。2 fit(in)into 放进去;安排时间;相处融洽;适应环境。A cork fits into the neck of a bottle.木塞塞进了瓶口。He fitted the photo into the frame.他把照片放入了镜框。I hope the hairdresser can fit me intoday.我希望理发师今天能腾出时间给我理发。How do you
21、 fit in in the new company?你在新公司与人相处得好么？His conscience troubled him after he took the money.他拿走了钱以后,他的良心使他不安。Let your conscience be your guide.让你的良心指引你。3 conscience 良心a worthy champion/winner 当之无愧的冠军/获胜者He is worthy of our praise.他值得我们表扬。4 worthy(-thier,-thiest)值得的be worth sth./doing sth.值得be worthy
22、 of being done/to be done值得被做be worthy of sb./sth.值得;配be worthwhile doing/to do sth.值得做They rely on themselves now,which is much better.他们现在依靠自己了，这比以前要好得多。You cant rely on him for assistance.你不能指望他的帮助。5 rely on 依靠；指望I have no use for people who dont make an effort.我讨厌那些不努力的人。6 have no use for sb.讨厌人
23、have no use for sth.不需要;用不着It is no use doing做某事没有用处Its no use asking me.I know no more than you do.问我没用,我知道的不比你多。I dont think its any use going any further.我认为继续下去没有用处。subject S.主语predicate P.谓语object O.宾语attribute Attri.定语adverbial Adv.状语complement Com.补语predicative Pre.表语clause C.从句1 We hear adve
24、rtisement on the radio and come across them on the Internet我们从广播中听到广告，在网络上看到广告。S.V.O.O.Difficult sentences analysisV.AdvAdv2 For example,adolescent boys are more likely to buy computer games than any other group,so it makes sense to make computer game ads that appeal to this group比如，青少年比起其他团体更愿意购买电脑
25、游戏。所以，让电脑游戏广告吸引这群顾客就是明智之举。So前后是并列句结构。1.表示对等关系的并列连词有:and,eitheror，neithernor,as well as,bothand,not onlybut also2.表示选择关系的并列连词。常用的该类连词有：or,or else,otherwise,ratherthan,eitheror 3.表示转折和对比关系的并列连词。常用的该类连词有:but,while,whereas,yet,however,nevertheless,on the other hand,on the contrary4.表示因果关系的并列连词。常用的该类连词有:
26、so,for,therefore,hence,thus,consequently,accordingly 3 They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents他们相信，广告会影响人们对驾驶习惯的思考方式，最终将减少道路交通事故的数量。Believe后面可以补一个that,and引导的是that宾语从句的第二个谓语。way后面省略了that,people think about their driving habits是定语从句修饰way。先行词为way时,关系代词总是省略。Make up an advertisement for a product(including a slogan,the spokesman/spokeswoman and the whole procedure.)Homework
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