BeforetheclassIwantyoutobeengagedinthematerial.Iwantyoutobeengagedinwhateveritisthatwearediscussinginclass.NotnecessarilythinkingaboutgettingdowneverywordthatIsay.I’dlikeyoutotakeactivenotesratherthanpassivenotes.Writedownwhatcanmakeyoufeelorlearnsomething.Betterattention,betterunderstandingofthematerialifyouareactivelyengaged.Betterattention,betterunderstandingofthematerialifyouareactivelyengaged.Iwantyoutobeengagedinthematerial.Iwantyoutobeengagedinwhateveritisthatwearediscussinginclass.NotnecessarilythinkingaboutgettingdowneverywordthatIsay.I’dlikeyoutotakeactivenotesratherthanpassivenotes.Writedownwhatcanmakeyoufeelorlearnsomething.,Unit5ReadingHOWADVERTISINGWORKS,Wordsandexpressionsreviewbillboardcasualgarmentturn…intoadvertiseradvertinformassociationn.(户外)布告板;广告牌adj.偶然的;随意的;临时的n.衣服;外衣(使)变成n.登广告者;广告客户n.=advertisement广告vt.通知;告诉n.协会;联系;关联,targetfitintobasistechniquelanefeatureconsciencen.目标;对象;靶子适合n.基础;根据n.技术;技巧n.车道;行车线n.特征;容貌;特色;特写vi.&vt.以……为特色;特写adj.良心;道德心Wordsandexpressionsreview,worthycorporationbudgetexpensebroadcastrelyrelyonn.有价值的;可敬的n.公司;法人;社团n.预算n.费用;代价n.广播;播音vt.&vi.广播;播送;播放vi.依赖;信赖依赖;依靠Wordsandexpressionsreview,visualgenerateresponsestereohavenouseforrefreshadj.看的;视觉的vt.产生;发生n.回答;响应;反应n.立体声;立体声器材不需要;厌恶;对…..不耐烦vt.使(精神)振作使恢复;更新Wordsandexpressionsreview,Lookateachoftheadvertisementsonpages42-43anddiscussthequestionswithapartner.Pre-reading1Whatdoestheadvertisementwantyoutodo?2Howdoesittrytopersuadeyoutodothis?3Whichadvertisementsdoyouthinkarethemosteffective?Why?,Skimmingtogetgeneralideas,SkimmingReadingComprehensionIReadthepassagequicklyandchoosethebestanswer.Whichisfittodescribethispassage?Itisa______.A.narration(记叙文)B.exposition(说明文)C.prose(散文)D.poem,Carefulreadingtosolvedifficultpoints,informsb.(of/aboutsth.)Pleaseinformusofanychangesofaddress.地址若有变动请随时通知我们。1inform通知;告诉inform(thatclause)Ihavebeeninformedthatthecouplewillmarrynextyear.我得到消息说他们俩明年结婚。bewellinformedaboutsth.精通某事；对某事消息灵通,2fitsb./sth.in/into找到时间（见某人、做某事），有足够空间（放）；fitin(withsb./sth.)合得来；适应。我尽量午饭后抽时间见你。I’lltryandfityouinafterlunch.我得在一个上午安排十次约见。Ihadtofittenappointmentsintoonemorning.,我们没有地方再摆更多的椅子了。Wecan’tfitinanymorechairs.他过去从未干过这种工作，很难说他是否会与其他人配合得好。He’sneverdonethistypeofworkbefore;I’mnotsurehowhe’llfitinwiththeotherpeople.⑤哪里有我适合的地方？WheredoIfitin?,Hisconsciencetroubledhimafterhetookthemoney.他拿走了钱以后，良心不安。Letyourconsciencebeyourguide.让你的良心指引你。3conscience良心;道德心,4worthy观察下列句子中worthy的用法:Hisbehaviorisworthyofbeingpraised.他的行为是值得表扬的。Thefilmisworthytobeseentwice.这部电影值得看两遍。[点拨]worthy为形容词，意为“有价值的，值得的”。[联想]worth常作形容词，“有某种价值的，值得的”；worthwhile形容词，“值得花时间、金钱或精力的”。,[拓展]beworthyofsth.值得（应得）某事（物）；beworthytodo值得(配得上)干某事；beworthyofbeingdone值得被做某事；beworthytobedone值得被做某事。同义词worth的常用结构是beworthdoingsth.或beworthsth.;而worthwhile可以作定语。如：aworthwhilejob值得做的工作,翻译下列句子。1.Thatisveryworthyofourattention.2.Heisworthytohaveaplaceintheteam.3.Itisn’tworththetrouble.4.Theyachievedaveryworthwhileresult.那件事很值得我们注意。他配得上成为该队的队员。不值得费那个事。他们取得了很有价值的成果。,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=dependon依赖；依靠,Ihavenouseforpeoplewhodon’tmakeaneffort.我讨厌那些不努力的人。6havenouseforsb.讨厌（或憎恶）……的人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Shortforms缩略语,1WehearadvertisementsontheradioandcomeacrossthemontheInternet.我们从广播中听到广告，在网络上看到广告。S.V.O.O.V.AdvAdvDifficultsentencesanalysis,2Forexample,adolescentboysaremorelikelytobuycomputergamesthananyothergroup,soitmakessensetomakecomputergameadsthatappealtothisgroup.比如，青少年比起其他人群更愿意购买电脑游戏。因此，针对这个目标群体制作有吸引力的电脑游戏广告才是有意义的。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.他们认为这些广告让人们认真思考他们的驾驶习惯，从而减少交通事故的数量。,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。,TipsforteacherLetthewordfly板块是帮助学生学习一些一词多义、熟词生义的词汇。通过此环节，学生可以对一些常见词的用法、意思有一个透彻的了解。,LetthewordflyTwoteamswillhavearace.Theteamthatfirstgivethepropermeaningwillgetonepoint.TeamracingReady?,v.以……为特色It'sanAustraliancompanywhoselogofeaturesaredkangaroo.Thisisakeyfeatureofoursociety.n.特征featuren.特征;容貌;特色;特写vi.&vt.以……为特色;特写,Hecouldrecallherfeaturesverydistinctly(清楚地,清晰地).n.容貌Ourlatestmodelofphonehasseveralnewfeatures.n.特征Thelocalnewspaperranafeatureonchildlabor.n.特写Thisweek'sbroadcastfeaturesareportonvictimsofdomesticviolence.v.特写,Readthepassageagaintofindthemainideaofeachpart.,Part1(Para1)Part2(Para2)Part3(Paras3-7)Part4(Paras8-9)IntroductionWhatisanadvertisement?Howdoadvertisersmakeeffectiveadvertisements?Howeffectiveareadvertisements?,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?1)whenthereisaneedfortheproduct2)ifthetargetaudienceisexposedtoadsconstantly.,Scanningtogetdetailinformation,ScanningReadingComprehensionIIReadthetextcarefullyandfillintheblankswithproperwords.HowadvertisingworksWhatisanadvertisement?Anadvertisementisa1______________________thatinformsorinfluencespeople.messageorannouncement,Howdoadvertisersmakeeffectiveads?IdentifyyourtargetAdvertisers2_______________________andfindoutasmuchaspossibleaboutthem,which3_____________fordecisionsaboutwhattypeofadvertisingtechniquestousewiththisgroup.identifythetargetgroupformsthebasis,Howdoadvertisersmakeeffectiveads?AppealtoyourtargetInorderto4________peopletodosomething,advertisementsoftenappealtoourhopesanddreamsorouremotions.persuade,Howdoadvertisersmakeeffectiveads?UseasuitablemediumAswellasreachingtherightaudiencewiththerighttechnique,advertisersmustalso5_____________________________.Obviously,costwillplayabigpartinthisdecision.placetheiradsintherightmedium,Howeffectiveareads?Howevergoodanadvertisementis,people6______________bepersuadediftheproductisunsuitableforthem.Ontheotherhand,7______________________toadvertisementscanhelptochangeouropinionsovertime.areunlikelytobeingconstantlyexposed,Whoadvertises?Whydotheyadvertise?Businesses,individuals,organizationsandassociations.Theywanttosellsomethingortoinformoreducatethepublic.Answerthequestions.,Wheredotheyadvertise?OnTVandradio,inmagazinesandnewspapers(alsoonclothes,billboards,atsportsfields,onbusesandtrains,atbusandtrainstationsandmanyotherplaces).,Howdotheydecidewheretoadvertise?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.RefreshingwaterTheselinesappearbiggersothattheyarethefirstthingpeoplenoticeaboutthead.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.Pleasegiveyourownopinions.,SummaryReadthepassageagainandwritedownthesummaryinabout20words.Itdiscussesthepurposeofadvertisementsandhowadvertisersdecidewhereandhowtoadvertise.任务写作,Individualactivity,Amyjoinedapaintinggroupbutdidn’tseemto_______,sosheleft.(2009山东) A.show B.goupC.fitin D.comeoverQuizI:Multiplechoice,Whenchanginglanes,adrivershouldusehisturningsignaltoletotherdriversknow________.(2010上海)A.heisenteringwhichlaneB.whichlaneheisenteringC.isheenteringwhichlaneD.whichlaneisheentering,QuizII:Fillintheblanks.1.Itwasjusta________(notformal)comment,Ididn'tmeanittobetakensoseriously.2.Whilstclaimingtopromotepositiveimagesofwomen,__________(登广告者)areinfactdoingtheveryopposite.3.Whywasn'tI_________(told)aboutthisearlier?casualadvertisersinformed,4.IhadfourshotsbutIdidn'tevenhitthe_______(靶子).5.Theirproposalshavenoprovenscientific______(foundation).6.Wehavedevelopedanew__________(技术)fordetectingerrorsinthemanufacturingprocess.7.Ifinddrivinginthefast_____(车道)ratherstressful.targetbasistechniquelane,8.Thetown'smain__________areitsbeautifulmosqueandancientmarketplace.9.Youdidn'tdoanythingwrong—youshouldhaveaclear___________(=notfeelguilty).10.Everyyearshemakesalargedonationtoa_______(deservingrespect)cause.featuresconscienceworthy,11.Shedidn'twanttoworkforabig___________(company)whereeverythingwassoimpersonal.12.Librariesarefindingitincreasinglydifficulttoremainwithin_______(预算).13.Weneedtocutdownonour________(费用).14.Thetennischampionshipis________(播放)livetoseveraldifferentcountries.corporationbudgetexpensesbroadcast,15.Herlatestfilmhas_________(caused)alotofinterest/excitement.16.Ilookedinherfaceforsomere_______,butshejuststaredatmeblankly.17.Theconcertwillbebroadcastin______(立体声).18.ItwassuchahotnightthatIhadacoldshowertore_____myself.generatedresponsestereorefresh,1.Weareexposed___hundredsofdifferentadvertisementseveryday.2.Sheisaremarkablewomanwhoisworthy___youradmiration.3.Ifyoukeepcopyingeverythingshedoes,you’llturn____heroneday.toofQuizIII:Completethesentenceswiththecorrectprepositions.into,4.Youcannotrely___himtoarriveontimebecauseheisalwayslateformeetings.5.You’llsoonfit____yournewjobandstartenjoyingyourself.6.Pleaseattachthislabel___yoursuitcase.onintoto,QuizIV:Translation.1.正在进行野餐的时候忽然下起了倾盆大雨，人人都淋得像落汤鸡。_______________________itstartedtoraincatsanddogs,andeverybodygotsoaked.______________________________________,Ileftthesupermarket.2.买完所有需要的东西后，我离开了那家超市。（with的复合结构）InthemiddleofthepicnicWithallthethingsthatIneededbought,3.知道如何推销自己是重要的。_____________________howtosellyourself.4.换句话说，我们都不能去看电影。______________,noneofuscangotothemovie.5.您打算怎么办?Whatdoyou____________?ItisimportanttoknowInotherwordsintendtodo,8.没完成作业，这个女孩不得不熬夜到两点。（havingdone）_______________________________,thegirlhadtostayupuntiltwoo’clock.6.他们更乐于学习和接受新理念和新生事物。_____________________studyandacceptnewconceptionsandthings.7.早点离开是明智的。Itwould_____________leaveearly.TheyaremorelikelytomakesensetoNothavingfinishedherhomework,Jeans______________________aformalparty.10.正式的聚会上穿牛仔裤不合适。____________,Ihavenotime;__________________,Ihavenomoney.9.一则，我没有时间；二则，我没有钱。11.对着洒落的牛奶哭没用。（事已如此，后悔也没有用了。）____________________spiltmilk.OnonehandontheotherhandarenotappropriateforIt'snousecryingover,Self-assessmentThingsIcandoEvaluationIcanunderstandthereadingpassages.54321Icanwriteashortpassageaboutadvertising.54321Icanunderstandandspellthenewwordsandexpressionsandcanusetheminnewsituation.54321Icanunderstandthesentencepatternsandwritenewsentenceswiththem.54321Ineedmorepracticein_________________________.,Thinkaboutwhatwe’vejustlearntintoday’sclass.TimeforReflectionStudywithoutreflectionisawasteoftime.ThinkinEnglishAftertheclassIt’sthetimewherewestoptheclassandyoulookinward.It’satimeofsilenceinaclass.,Writing:Advantagesanddisadvantagesofadvertising.billboard,garment,turn…into,advert,inform,association,worthy,relyon,visual,havenousefor.2.发挥想象，连词成文(50-100字)。Homework,
