1、Unit 5 Inside advertisingReading1 Look at each of the advertisements on page 42-43 and discuss the questions with a partner.1 What does the advertisement 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 WORKSMa
2、ke 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 to advertisers?Does advertising work?Who advertisers?Why do they advertisers?Businesses,individuals,organizations and associations.They ant to sel
3、l 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 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 consi
4、der 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 things 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
5、 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.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 la
6、test 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 and 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 yo
7、u 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 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
8、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 even 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 bot
9、tles.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.Why do advertisers often use the “Buy one get one free”message?A.What does this advertisement encourage you to think?4.EnvironmentIt encourages u
10、s 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 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
11、 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 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
12、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 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 readingIntroduct
13、ionWhat 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知我们。地址若有变动请随时通知我们。1 inform 通知通知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。我得到消息说他们俩明年结婚。2 fit(in)i
14、nto 放进去放进去;安排时间安排时间;相处融洽相处融洽;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理我希望理发师今天能腾出时间给我理发。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？His consci
15、ence 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.让你的良心指引你。让你的良心指引你。3 conscience 良心良心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。4 worthy(-thier,-thiest)值得值得的的be worth sth./doing sth.值得值得be worthy
16、 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。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。你不能指望他的帮助。5 rely on 依靠；指望依靠；指望I have no use for people who dont make
17、an effort.我讨厌那些不努力的人。我讨厌那些不努力的人。6 have no use for sb.讨厌讨厌人人have no use for sth.不需要不需要;用不着用不着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。subject S.主语主语predicate P.谓语谓语obje
18、ct O.宾语宾语attribute Attri.定语定语adverbial Adv.状语状语complement Com.补语补语predicative Pre.表语表语clause C.从句从句1 We hear advertisement on the radio and come across them on the Internet我们从广播中听到广告，在网络上看到我们从广播中听到广告，在网络上看到广告广告。S.V.O.O.Difficult sentences analysisV.AdvAdv2 For example,adolescent boys are more likely
19、 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。吸引这群顾客就是明智之举。So前后是并列句结构前后是并列句结构。1.表示对等关系的并列连词有表示对等关系的并列连词有:and,eitheror，neithernor,as well as,bothand,not only
20、but also2.表示选择关系的并列连词。常用的该表示选择关系的并列连词。常用的该类连词有：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。常用表示转折和对比关系的并列连词。常用的该类连词有的该类连词有:but,while,whereas,yet,however,nevertheless,on the other hand,on the contrary4.表示因果关系的并列连词。常用的该类表示因果关系的并列连词。常用的该类连词有连词有:so,for,therefore,hence,thus,consequentl
21、y,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惯的思考方式，最终将减少道路交通事故的数量。事故的数量。Believe后面可以补一个后面可以补一个that,and引导的引导的是是that宾语从句的第二个谓语。宾语从句的第二个谓语。w
22、ay后面后面省略了省略了that,people think about their driving habits是定语从句修饰是定语从句修饰way。先行词为先行词为way时时,关系代词总是省略。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.)HomeworkWhat is this animal?It was an Elephant!What is this animal?The elephant is th
23、e largest animal that lives on land.Some male elephants can grow to be thirteen feet tall.Thats more than twice as tall as many human adults.Elephants can weigh as much as a school busbetween ten and fourteen thousand pounds!It was an Elephant!In the USA the elephant is the symbol of the party.Turn
24、the page to find out which party!The elephant is the largest animal that lives on land.Some male elephants can grow to be thirteen feet tall.Thats more than twice as tall as many human adults.Elephants can weigh as much as a school busbetween ten and fourteen thousand pounds!The traditional symbol for the Republican Party first appeared in a cartoon in the 7 November 1874 edition of Harpers Weekly by the artist Thomas Nast.Ans.The RepublicansIn the USA the elephant is the symbol of the party.Turn the page to find out which party!
