1、UNIT 6THE MEDIALesson 3 The Advertising GameActivate and Share*Have you ever bought anything as a result of seeing,hearing or reading advertisements?*What makes an advertisement attractive?the product namethe name of a company words of expertshumorous language the concept of freedom pictures or imag
2、esthe unusual ideas the designRead and ExploreSkim through the passage.What is it mainly about?a.Different types of advertisementsb.The development of advertisementsc.Different attitudes towards advertisementsWhat is the text type of this passage?What helps you identify the text type?This is an expl
3、anatory text.It introduces the development of advertisements in the order of time,and it contains lots of time explanations and examples.Underline the main idea of each paragraph.Then compare with a partner.Para.1:Para.2:Para.3:The advertising industry started with the fundamental purpose of promoti
4、ng and selling goods to people who might need them.Classic advertisements used to give information about finding certain products.In modern times,advertisements need to attract and hold the attention of the public.Para.4:Para.5:Para.6:Modern advertisements need something else to separate them from t
5、heir competitors.Ideas that would work in the past genuinely are not as effective now.However,not all advertising is about selling products and services for a profit.Read the whole passage and complete the table.Purposesfinding certain productsa marketplaceTypesFeatures1._ProblemsClassic adsgive inf
6、ormation about 2._ to tell people what the company sells,where they are located and the name of the productsnot suitable 3._where products and services are in direct competition with each othernot attractivepictures or wordsvisually attractiveModern adsconsist of experts4._apply modern design techni
7、questo show people how good the product isto make ads 5._not enough to be noticed in a modern cityhappiness,wealthand successold ideasImproved modern adscombine the highest standard of design with creative waysuse concept of freedom and common ideas including 6._to stand out in a world of competitiv
8、e advertisingto make people believe that they“must have the product”repeating 7._not effectiveIt does not matter how attractive the idea linked with the product is.new and unusual ideasFurther improved modern adsuse humoras well as 8._create something interestingto make people notice their productst
9、o make people forget someone is trying to sell them somethinga better placeeducate the publicPublic adshelp to increase public knowledge and make our society 9._ for everyone.to encourage citizens to participate in improving their neighbourhood,protecting the environment,and helping other people.to
10、10._ on fighting AIDS,saving water,helping the poor,giving up smoking,etc.Read the text again and finish the blanks below.Commercial advertisements have gone through changes because of the developments of society,economy and technology.Classic ads used to give information about finding certain produ
11、cts.Effective as they were,they mightnt be 1._(suit)for products.Its normal to see ads consisting of pictures or words from experts 2._(show)people how good the product is in order to hold peoples attention.Moreover,some ads apply modern design techniques to make the ads 3._(visual)attractive.suitab
12、leto showvisuallyAs the development of advertising,modern ads combine the 4._(high)standard of design with creative ways by using the 5._(concept),making them stand out in 6._ world of competition.Todays top advertisers make people notice their products by using humour 7._(aim)to create something th
13、at has never been seen before.highestconceptsaaimingHowever,not all advertising is about selling products and services for a profit.Public ads encourage citizens 8._(participate)in improving their neighbourhood,protecting the environment and helping other people.Having sponsored ads to educate the p
14、ublic 9._ fighting AIDS,saving water,etc.,the government tries to increase public knowledge about topics that used to 10._(ignore)by most people.to participateonbe ignoredAnswer the questions.1.What does a classic advertisement look like?2.Why do modern advertisements have to attract the attention t
15、o the public?3.What concepts and ideas are often used in modern advertisements?4.What do advertisers do to make people forget the selling purposes of advertisements?5.How has the government used advertisements in the last decade?1.What does a classic advertisement look like?2.Why do modern advertise
16、ments have to attract the attention to the public?A classic ad gives information about a product and very often it includes the name of a company,part of which might include the name of the place from which the product originated.Because people are used to seeing a high standard of visual design,and
17、 products and services are in direct competition with each other.3.What concepts and ideas are often used in modern advertisements?4.What do advertisers do to make people forget the selling purposes of advertisements?5.How has the government used advertisements in the last decade?They use the concep
18、t of freedom,and other common ideas including happiness,wealth and success.Advertisers use humour and unusual ideas to surprise people.The government has sponsored advertisements to educate the public on fighting AIDS,saving water,helping the poor,giving up smoking,etc.The Advertising GameClassic ad
19、sModern adsImproved modern adsFurther improved modern adsDriving force?Use the diagram to talk about what you have learnt about advertising to your group members.Public adsBring one of your favorite advertisements to the classroom.Explain why you like it and how you would like to make it even better.Express YourselfThanks!
