1、Module 9Unit 5 Inside AdvertisingReadingHow advertising worksScan the text and predict the content.Scanning Detail readingPart 1(Para 1)IntroductionPart 2(Para 2)What is an ad?Part 3(Para 3-7)How do advertisers make effective ads?Part 4(Para 8-9)How effective are ads?We are exposed to ads in our dai
2、ly 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 message or announcement that intends to inform or influence people)2)Means(words,pictures,music,film)3)Advertisers(business,individuals,organization
3、s,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)If the target audience is
4、 exposed to ads constantly.Language e across 偶然遇见偶然遇见;偶然发现。偶然发现。我无意中在一本书的封面上看到他的我无意中在一本书的封面上看到他的名字。名字。I came across his name on the cover of a book.我刚才偶然碰到你的一个老同学。我刚才偶然碰到你的一个老同学。Ive just come across one of your former classmates.表示表示“见到；碰到见到；碰到”的词组：的词组：run intobump into noticediscoverencounter2.casu
5、al 非正式的非正式的;不经意的不经意的;不在乎的不在乎的 casual clothes 便装便装 a casual manner 漫不经心的样子漫不经心的样子 They have a casual attitude towards safety.他他们对安全问题采取无所谓的态度。们对安全问题采取无所谓的态度。3.With so many messages from advertisers filling our daily lives,(独独立主格结构立主格结构,作状语作状语)。一些状语从句的主语如果与主句的主语一些状语从句的主语如果与主句的主语不是同一人或事时不是同一人或事时,可以保留主句
6、的主可以保留主句的主语语,将连接词删去将连接词删去,并将动词改成并将动词改成-ing形形式或过去分词式或过去分词,这样就形成了独立主格这样就形成了独立主格结构。结构。When the sun had set,we arrived at a small village.The sun having set,.When the vacation was over,the students all returned to school.The vacation being over,.As the problem was solved,they went back to work.The probl
7、em solved,.独立主格结构的前面经常出现介词独立主格结构的前面经常出现介词with,其后不仅可以接其后不仅可以接名词或代词名词或代词+-ing形式或形式或过去分词的复合结构过去分词的复合结构,还可以接还可以接名词或代名词或代词词+介词短语或其他成分介词短语或其他成分。如。如:He was asleep with his head on his arms.With nothing to do at the weekend,I slept for a whole day.4.inform 通知通知 inform sb.(of/about sth.)Please inform us of a
8、ny changes of address.地址若有变动请随时通知我们。地址若有变动请随时通知我们。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。我得到消息说他们俩明年结婚。5.fit(in)into 放进去放进去;安排时间安排时间;相处融相处融洽洽;适应环境。适应环境。A cork fits into the neck of a bottle.木塞塞进了瓶口。木塞塞进了瓶口。He fitted the photo into the frame.他把照片放入了
9、镜框。他把照片放入了镜框。I hope the hairdresser can fit me in today.我希望理发师今天能腾出时间给我我希望理发师今天能腾出时间给我理发。理发。How do you fit in in the new company?你在新公司与人相处得好么？你在新公司与人相处得好么？6.appeal to 投合投合心意心意;引起引起兴趣。兴趣。Creative work,such as advertisement design,appeals to me.创造性的工作创造性的工作,比如广告设计很吸引我。比如广告设计很吸引我。This exercise appeals
10、strongly to the imagination.这个练习可以有力地激发想象力。这个练习可以有力地激发想象力。Teaching as a career _ to many people because of the long holidays.A.attracts B.calls C.appeals D.pullsC7.conscience 良心良心 His conscience troubled him after he took the money.他拿走了钱以后他拿走了钱以后,他的良心使他不安。他的良心使他不安。Let your conscience be your guide.让
11、你的良心指引你。让你的良心指引你。8.worthy(-thier,-thiest)值得值得的的 a worthy champion/winner 当之无愧的冠军当之无愧的冠军/获胜者获胜者 He is worthy of our praise.他值得我们表扬。他值得我们表扬。be worth sth./doing sth.值得值得be worthy of being done/to be done 值得被做值得被做be worthy of sb./sth.值得值得;配配be worthwhile doing/to do sth.值得做值得做1).Is that book worth _?Yes
12、,it is worthy _twice.A.reading;being read B.to read;to be read C.of being read;reading D.reading;of being readD2).Her achievements are _ of high praise.3).It is not _quarreling with him.worthyworthwhile9.It is no use doing做某事没有用处做某事没有用处 Its no use asking me.I know no more than you do.问我没用问我没用,我知道的不比
13、你多。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。我认为继续下去没有用处。10.rely on 依靠依靠,指望指望 They rely on themselves now,which is much better.他们现在依靠自己了，这比以前要他们现在依靠自己了，这比以前要好得多。好得多。You cant rely on him for assistance.你不能指望他的帮助。你不能指望他的帮助。11.at cost 按成本（或成本价格）按成本（或成本价格）It is said that some goods
14、 in the supermarket are sold at cost price.据说那个超市里的部分货品是按成据说那个超市里的部分货品是按成本价出售。本价出售。12.have no use for sb.讨厌讨厌人人 I have no use for people who dont make an effort.我讨厌那些不努力的人。我讨厌那些不努力的人。have no use for sth.不需要不需要;用不着用不着13.over time 随着时间的推移随着时间的推移 The pain of this failure will disappear over time.随着时间的推
15、移随着时间的推移,失败的伤痛也会逐失败的伤痛也会逐渐消失。渐消失。At first his parents didnt like his girlfriend,but their opinion has been changed over time.起初他的父母不喜欢他的女朋友，起初他的父母不喜欢他的女朋友，但随着时间的流逝他们的看法渐渐但随着时间的流逝他们的看法渐渐发生了变化。发生了变化。overtime (副词副词),规定时间之外地规定时间之外地;超超时地时地Hes been working overtime recently.他最近老是加班。他最近老是加班。14.broadcast to
16、 make widely known The BBC will broadcast the news at 10:00.The CCTV-9 broadcasts on TV every day.1.Complete the summary of the reading passage using words from the text.educate;appeal;target;budget;media;expense.Answers:P45.Learning about language2.Complete the sentences using words from the box in
17、 their proper forms.1)casual 2)basis 3)attach 4)worthy 5)association 6)corporation 7)refresh 8)conscience 9)garment 10)inform3.Complete the sentences with the correct preposition.1)We are exposed _ hundreds of different advertisements every day.2)She is a remarkable woman who is worthy _ your admira
18、tion.toof3)If you keep copying everything she does,youll turn _ her one day.4)The police appealed _ the public for any information about the Murder.intoto5)You cannot rely _ him to arrive on time because he is always late for meetings.6)Youll soon fit _ your new job and start enjoying yourself.7)Please attach this label _ your suitcase.onintotoMake up an advertisement for a product(including a slogan,the spokesman/spokeswoman and the whole procedure.)Homework
