1、UNIT 6 The Media Lesson 3 The Advertising Game课文讲解课文讲解1.Pair work Have you ever bought anything as a result of seeing,hearing or reading advertisements?Active and share因为，由于因为，由于Buickyour key to a better life and a better world.BuickApple thinks different.Apple The choice of a new generation.PepsiGo
2、od teeth,good health.ColgateDo you know other classical advertising slogans?What makes an advertisement attractive?the product name 产品名称产品名称 the name of a company 某公司的名称某公司的名称 words of experts 专家的话专家的话 humorous language 幽默的语言幽默的语言the concept of freedom 自由的概念自由的概念pictures or images 图片或意象图片或意象the unus
3、ual idea 不寻常的想法不寻常的想法the design 设计设计Read and explore 2.The passage below is about advertising.Skim through the passage.What is the passage mainly about?a.Different types of advertisementsb.The development of advertisementsc.Different attitudes towards advertisements3.What is the text type of this pa
4、ssage?What helped you identify the text type?v.v.认出，认出，识识别；查明，别；查明，确认；发现确认；发现Identifying Text TypesYou can identify the text type based on the following information:titles(e.g.A Sea Story,A Medical Pioneer);text structures(e.g time order,argument and supporting details);typical expressions(e.g.once
5、upon a time,in conclusion).Skill Builder4.Pair Work.Underline the main idea of each paragraph.Then compare with a partner.与某人比较与某人比较The Advertising Game广告竞赛Para.1The advertising industry started with the purpose of promoting and selling goods to peoplemight need them.广告业的目的是向潜在消费者推销商品。Advertising ag
6、encies would create a basic type of advertisement known as a commercial advertisement.广告代理公司创造出一种基本的广告形式，也就是我们所熟知的商业广告。Suchhavea process of change over the years along with social,economic technological developments.与社会、经济和技术发展过程同步，多年来这些广告了一个变化的过程。go through遭受遭受,经历经历;仔细察看仔细察看,检查检查;(法律、合同法律、合同等正式等正式)
7、通过；复习；重复通过；复习；重复Para.2advertisements information about finding certain products.以前，广告会给出识别产品的信息。the name of a company,part of which might include the name of the place from which the product 这些信息公司名，其中一部分可能包含产品的 used to表示过去经常性或习惯性的动作或状态现表示过去经常性或习惯性的动作或状态现在已经结束，在已经结束，would则表示有可能再发生。则表示有可能再发生。(1)It is
8、 likely to do/that.可能可能sb./sth.be likely to do sth.某人某人/某物有可能做某事某物有可能做某事(2)其他表示其他表示“可能可能”的句型：的句型：It is probable that.It is possible that.It is possible for sb.to do sth.注意：注意：likely的主语可以是人，也可以是物；而的主语可以是人，也可以是物；而possible，probable的主语只能为的主语只能为it。For example,it could be“Shanghai Sewing Machines”,or“Tsin
9、g Tao Beer Corporation”.比如，“上海缝纫机厂”或“青岛啤酒公司”。From the name you would know what the company sells,where they are located,and the name of the product.一看名字，你就知道这些公司销售的具体产品、所在地点以及产品名称。Para.3Advertising agencies this kind of advertising and it could be very effective.广告代理公司过去常制作这种广告，而且效果很好。But then they
10、realised that it might not a where products and services are in direct competition with each other.但后来他们意识到，在产品与服务直接竞争的上，这种广告类型可能不太be suitable for/to 适合于适合于 now,in modern times,advertisements need toand hold the attention of the public.特别是在当代社会，广告需要吸引、保持公众的注意力。For this reason,its now normal to see a
11、dvertisements that pictures or words from experts to show people how good the product is.因此，现在的广告常常引用专家的图片、文字，向人们展示产品有多棒。in particular 尤其，额外，为介词短语，位于尤其，额外，为介词短语，位于句末。句末。particular adj.尤其的，特别的尤其的，特别的consist of 由由组成，没有被动语态且不用于进行时。组成，没有被动语态且不用于进行时。Others try to create advertisements that people simply
12、enjoy looking at.还有一些广告代理公司尝试制作具有观赏性的广告。As present-day advertisers often have large huge mounts of money are spent on applying modern design techniques to make these advertisements as visually as possible.现在的广告客户通常预算充足，他们会花大笔的钱采用现代设计技术，让广告更具视觉吸引力However,even this is often not enough to be noticed in
13、 a modern city.然而，即便是这种广告方式在现代城市中也不足以引起消费者的注意。separate sth from sth 把把与与区别开来区别开来Para.4Because of the in advertising,people are used to seeing a high standard of visual design.因为广告业的迅速发展，人们早已对那些高水准的视觉设计习以为常。Modern advertisements need something else to their competitors.现代广告需要另外一些东西，以便将它们与其他竞争者区别开来。st
14、and out 突出；出色突出；出色stand for 主张，代表；容忍主张，代表；容忍shand by 袖手旁观袖手旁观combinewith 把把与与结合起来结合起来in combination with 与与联合起来联合起来Toin a world of advertising,they must combine the highest standard of design with creative ways to make people believe that they“must have the product”.为了在凸显出来，他们必须将最高水准的设计与创造性的方法结合起来，使
15、人们确信他们“必须购买这种产品”。For example,some advertisements may suggest that buying a car can make you free.例如，一些广告可能会暗示买车能让你自由。That is,they use the concept of to sell the car.Other common ideas include happiness,wealth and success.也就是说，广告代理公司借用自由的概念销售汽车。其他常见概念销售包括幸福、财富和成功。In fact,in the world of advertisement
16、s,such content is as old as advertising itself.事实上，这些概念和广告业一样历史悠久。Para.5For many of todays advertisers,repeating old ideas is not a successful approach.对很多今天的广告商而言，重复过去的广告并不会获得成功。Ideas that work in the past are not as effective now.过去可行的想法，放到现在并不一定有效。They realise that it does not matter how the idea
17、 linked with the product is most people know that the main purpose of the advertisement is to make customers buy the product.他们意识到与产品关联的概念有多么吸引人并不重要大多数人都明白，广告的主要目的就是让客户购买产品。linked.with.把把.与与.连接起来连接起来 Instead,these advertisers look for other ways to make people notice their products.于是，广告商转而通过打广告，让更多
18、的消费者注意到自己的产品。The top advertisers of today believe that using humour as well as new and unusual ideas to surprise people is important.当今顶级广告商认为广告要用幽默、新颖、奇特的创意给人们带来惊喜。Their aim is to create something has never been seen before and that people find interesting.By doing this,they hope to make people for
19、get that someone is trying to sell them something.他们的目的是创造一些人们从未见过的东西，从而让人们觉得有趣，进而让消费者忘记有人在试图向他们推销商品！当先行词为不定代词时，定语从句关当先行词为不定代词时，定语从句关系代词只用系代词只用that,做宾语可以省略做宾语可以省略Para.6However,advertising is about selling products and services for a profit.Some advertisements nowadays make a contribution to society
20、and welfare.然而，并非所有的广告都是以盈利为目的销售产品与服务，现在还有一些广告的目的在于为社会和福利作贡献。not all为部分否定为部分否定,意为意为“并非都并非都”。aim to do sth.旨在做某事旨在做某事For example,there are public advertisements,which encourage citizens to participate in improving their neighbourhood,protecting the environment,and helping other people.比如公益广告，它鼓励市民参与改
21、善社区、保护环境和帮助他人的活动。participate in(doing)sth.参加参加(做做)某事某事encourage sb.to do sth 鼓励某人做某事鼓励某人做某事 Over the last decade,the government has advertisements to educate the public on fighting AIDS,saving water,helping the poor,giving up smoking,etc.过去的十多年里，政府了一些公益广告，教育公众防治艾滋病，呼吁民众节约用水、帮助贫困人口、戒烟等。These advertis
22、ements have helped to increase public knowledge about topics used to be ignored by most people,and this has made our society a better place for everyone.这些广告帮助公众增强对以往被忽视话题的公共认知，也让我们的社会更加美好。3.What is the text type of this passage?What helped you identify the text type?This is an explanatory text.It i
23、ntroduces the development of advertisement in the order of time,and itlots of time explanations and examples.这是一篇这是一篇解释性解释性的文章。它的文章。它按时间顺序按时间顺序介绍了广告的发展，它介绍了广告的发展，它了大量的时间解释和例子。了大量的时间解释和例子。v.v.包含，含有包含，含有5Read the whole passage.Complete the table.Then write three headings that can categorise the inform
24、ation in the first row.TypesClassic adsgive information about to tell people not suitable when not attractiveModern adsconsist of apply to show people to make ads not enough to FeaturesPurposesProblemsfinding certain productswhat the people sells,where they are located and the name of the productpro
25、ducts and services are in direct competition with each otherpictures or words from expertsmodern design techniqueshow good the product isvisually attractivebe noticed将将.分类分类TypesImproved modern adscombinewith use concepts including to stand outto make people believe that repeating old ideas not It d
26、oes not matterFurther improved modern adsuse humour as well as FeaturesPurposesProblemsthe highest standard of designcreative waysfreedom,happiness,wealth and successin a world of competitive advertisingthey“must have the product”effectivehow attractive the idea linked with the product is new and un
27、usual ideasto surprise peopleto creat something that has never been seen beforeto make people forget that someone is trying to sell them somethingPublic adshelp to increase public knowledge and to encourage citizens toto educate the public TypesFeaturesPurposesProblemsmake our society a better place
28、 for everyoneparticipate in improving their neighbourhood,protecting the environment and helping other peopleon fighting AIDS,saving water,helping the poor,giving up smoking6Answer the questions.1.What does a classic advertisement look like?A classic ad gives information about a product and very oft
29、en it includes the name of a company,part of which might include the name of the place from which the product originated.2.Why do modern advertisements have to attract the attention of the public?Because people are used to seeing a high standard of visual design,and products and services are in dire
30、ct competition with each other.3.What concepts and ideas are often used in modern advertisements?They use the concept of freedom,and other common ideas include happiness,wealth and success.4.What do advertisers do to make people forget the selling purpose of advertisements?Advertisers use humour and
31、 unusual ideas to surprise people.5.How has the government used advertisements in the last decade?The government has sponsored advertisements to educate the public on fighting AIDS,saving water,helping the poor,give up smoking,etc.7Use the diagram to talk about what you have learnt about advertising
32、.The Advertising GameClassic adsModern adsDriving force?Further improved modern adsImproved modern adsPublic ads8 Pair Work.Think and share.1.What has been the driving force for the development of advertisements?2.What does the title“The Advertising Game”mean to you?9Complete the sentences using the
33、 correct form of the phrases below.originate from/link with/consist of/participate in/combine.with 1.You should try to _ exercise _a healthy diet.2.The advertising team _ people from different binewithconsists of3.The idea of the advertisement was _ a film.4.I dont like any activity _ commercial purpose.5.Id like to _ neighbourhood activities,but I dont have time.originatedfromlinked withparticipate in10-12题在语法课件上题在语法课件上Thank you!
