InsideadvertisingUnit5,Wordsbillboardcasualgarmentadvertiserinformassociationtargetn.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,basistechniquelanefeatureconscienceworthycorporationbudgetexpensen.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,broadcastrelyvisualgenerateresponsestereorefreshn.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,Expressionsturn…intofitin(to)relyonhavenousefor(使)变成适合依赖;依靠不需要;厌恶;对…..不耐烦,Enjoyanad.WarmingUp,Enjoyanad.,Enjoyanad.,广告语欣赏Obeyyourthirst.Feelthenewspace感受新境界,Thenewdigitalera数码新时代,Taketimetoindulge.尽情享受吧！,Justdoit.,,Thetasteisgreat.科技以人为本,Intelligenceeverywhere.,Let’smakethingsbetter.让我们做得更好。,Nobusinesstoosmall,noproblemtoobig.没有不做的小生意,没有解决不了的大问题。,StartAhead.Tome,thepastisblackandwhite,butthefutureisalwayscolor.,ThingsgobetterwithCoca-Cola.饮可口可乐,万事如意。,Sharemoments;Sharelife.,Wherethereisaway,thereisaToyota.,Advertisements WHERE?onbillboardsonbusesonTVontheradiointrainstationsinnewspapersinmagazinesatthecinemaattheairporteverywhere,1.Howdoadvertisementsaffectyourlife?2.Doyoubelieveads?3.Canyourememberthenamesofanyproductsthatwerebeingadvertised?Ifso,whydoyouremembertheseandnotothers?Discussion,Weareexposedtoadsinourdailylife.1)Whatkindofadscanwefind?2)Wheredoadsappear?3)Whyweneedtounderstandhowadvertisingworks?Introduction,Whatisanad?1)Definition(amessageorannouncementthatintendstoinformorinfluencepeople)2)Means(words,pictures,music,film…)3)Advertisers(business,individuals,organizations,associations),Howdoadvertisersmakeeffectiveads?1)Identifythetarget(findoutnecessaryinformationaboutthisgroup)2)Appealtothetarget(hopes,dreams,emotions,desires…)3)Useasuitablemedium(cost,media),Howeffectiveareads?Whenthereisaneedfortheproduct.2)Ifthetargetaudienceisexposedtoadsconstantly.,1Lookateachoftheadvertisementsonpage42-43anddiscussthequestionswithapartner.Pre-reading1Whatdoestheadvertisementwantyoutodo?2Howdoesittrytopersuadeyoutodothis?3Whichadvertisementsdoyouthinkarethemosteffective?Why?,HOWADVERTISINGWORKSReadingMakenotesaboutwhatyouhavereadunderthefollowingheadings.Whoadvertisers?Whydotheyadvertisers?Wheredotheyadvertisers?Howdotheydecidewheretoadvertisers?Doesadvertisingwork?,Whoadvertisers?Whydotheyadvertisers?Businesses,individuals,organizationsandassociations.Theyanttosellsomethingortoinformoreducatethepublic.,Wheredotheyadvertisers?OnTVandradio,inmagazinesnadnewspapers(alsoonclothes,billboards,atsportsfield,onbusesandtrain,atbusandtrainstationsnadmanyotherplaces).,Howdotheydecidewheretoadvertisers?Doesadvertisingwork?Theyconsidertheirbudgetandwhatmediumismostlikelytobeseenorheardbythetargetconsumer.YesandNo.Peoplearenotusuallypersuadedbyadstobuythingstheyhavenousefor.However,adsdochangepeople’sopinionsovertime.,Discussthesequestionsabouttheadvertisements.A.WhatisthemostcommonnameforH2O?WhydidtheycallitH2O?1WaterWater.Becauseitrhymeswith“slow”.,Toencouragepeopletousewaterwiselyandtosavewaterwheretheycan.B.Whatisthepurposeofthisadvertisement?,A.Whatgroupofpeopleistheadvertisementmadefor?2.SuperShoozeYoungpeoplewholikesports,thelatestfashionsandliketobepartofagroup.,B.Whatmessagedoestheadvertisementgive?Ifyouwearourshoesyou’llhaveanexcitinglife,andbepopularandhavefun.,No,becausejustwearingacertainbrandofshoeswon’tmakeyouexciting,popularorhavefun—ittakesmuchmoreeffortthanthat.C.Doyouthinkthemessageistrue?Givereasons.,A.Whyarethefirsttwolineswrittenbiggerthantherestoftheadvertisement?3.RefreshwaterTheselinesappearbiggersothattheyarethefirstthingpeoplenoticeaboutthead.,B.Theadvertisementsaysthatwhenyoubuytwo,theywillgiveyoutwomoreatnoextracost.Doesthismeantheadvertiserwilllosemoneyonthesale?,No,theadvertiserwillhaveworkedoutapricethatwillstillgivehimaprofitevenifheisgivingawaytwobottlesfree.Theadvertiseralsobenefitsbysellingmorebottlesthanhewouldhaveifhehadn’tofferedthefreebottles.,Peopleloveabargain,sotheyareattractedtofreeoffersandaremorelikelytobuytheproductiftheythinktheyaregettingsomethingforfree.C.Whydoadvertisersoftenusethe“Buyonegetonefree”message?,A.Whatdoesthisadvertisementencourageyoutothink?4.EnvironmentItencouragesustothinkofthesky,airandourenvironmentandabouthowtheenvironmentisbeingspoiled.,Humanbeingscauseairpollutionbyburningfossilfuels,suchasgas,oil,coal,etcbyusingsomemodernmachines,transportationvehiclesandalsobymanufacturingmodernproducts.B.Whatdoyouthinkcausesairpollution?,C.Howelsecanadvertisersmakepeoplemoreawareofourfragileenvironment?Tellpeoplemoreandhelpthemtobemoreawareoftheimportanceofprotectingourenvironment.,A.Bothoftheseadvertisementshavethesamepurpose.Whatdobothadswantpeopletodo?5.“Speeding”and“HowfastamIgoing”?Theywantpeopletostopspeeding.,B.Bothadstargetacertaingroupofpeople.Whoarethey?C.Ifyouwereadriver,whichadvertisementwouldhavemosteffectonyou?Why?Drivers.Studentsgivetheirownanswers.,Part1(Para1)Part2(Para2)Part3(Para3-7)Part4(Para8-9)DetailreadingIntroductionWhatisanad?Howdoadvertisersmakeeffectiveads?Howeffectiveareads?,informsb.(of/aboutsth.)Pleaseinformusofanychangesofaddress.地址若有变动请随时通知我们。Languagepoints1inform通知inform(thatclause)Ihavebeeninformedthatthecouplewillmarrynextyear.我得到消息说他们俩明年结婚。,2fit(in)into放进去;安排时间;相处融洽;适应环境。Acorkfitsintotheneckofabottle.木塞塞进了瓶口。Hefittedthephotointotheframe.他把照片放入了镜框。,Ihopethehairdressercanfitmeintoday.我希望理发师今天能腾出时间给我理发。Howdoyoufitininthenewcompany?你在新公司与人相处得好么？,Hisconsciencetroubledhimafterhetookthemoney.他拿走了钱以后,他的良心使他不安。Letyourconsciencebeyourguide.让你的良心指引你。3conscience良心,aworthychampion/winner当之无愧的冠军/获胜者Heisworthyofourpraise.他值得我们表扬。4worthy(-thier,-thiest)值得…的,beworthsth./doingsth.值得beworthyofbeingdone/tobedone值得被做beworthyofsb./sth.值得;配beworthwhiledoing/todosth.值得做,Theyrelyonthemselvesnow,whichismuchbetter.他们现在依靠自己了，这比以前要好得多。Youcan’trelyonhimforassistance.你不能指望他的帮助。5relyon依靠；指望,Ihavenouseforpeoplewhodon’tmakeaneffort.我讨厌那些不努力的人。6havenouseforsb.讨厌…人havenouseforsth.不需要;用不着,Itisnousedoing…做某事没有用处It’snouseaskingme.Iknownomorethanyoudo.问我没用,我知道的不比你多。Idon’tthinkit’sanyusegoinganyfurther.我认为继续下去没有用处。,subjectS.主语predicateP.谓语objectO.宾语attributeAttri.定语adverbialAdv.状语complementCom.补语predicativePre.表语clauseC.从句,1WehearadvertisementontheradioandcomeacrossthemontheInternet我们从广播中听到广告，在网络上看到广告。S.V.O.O.DifficultsentencesanalysisV.AdvAdv,2Forexample,adolescentboysaremorelikelytobuycomputergamesthananyothergroup,soitmakessensetomakecomputergameadsthatappealtothisgroup．比如，青少年比起其他团体更愿意购买电脑游戏。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,either…or，neither…nor,aswellas,both…and,notonly…butalso2.表示选择关系的并列连词。常用的该类连词有：or,orelse,otherwise,rather…than,either…or,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,ontheotherhand,onthecontrary4.表示因果关系的并列连词。常用的该类连词有:so,for,therefore,hence,thus,consequently,accordingly,3Theybelievetheseadvertswillaffectthewaypeoplethinkabouttheirdrivinghabitsandwillsubsequentlyreducethenumberofroadaccidents．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,peoplethinkabouttheirdrivinghabits是定语从句修饰way。先行词为way时,关系代词总是省略。,Makeupanadvertisementforaproduct(includingaslogan,thespokesman/spokeswomanandthewholeprocedure.)Homework,Thankyou.
