1、 Guess what goods advertised in the following ads.Ads When it comes to advertisement,what come into your mind first?Famous Stars?Eye-catching design of the logo?Various media?Easy-to-remember slogan?Task:You are expected to promote 促销促销 a certain soft drink,what you should consider?Lets study the te
2、xt first to find out the acceptable ways together.Para AI.Spot DictationFill in the blanks with what you have heard.1.$400 billion2.impact3.by means of4.recognized5.to a great extentII.Questions1.How can you see or hear the advertisements?(begin with by means of to answer the Q.)2.What is widely rec
3、ognized being driven to a great extent(=to a great degree)by advertising?By means of TV and radio broadcasting,newspapers and magazines,direct mail,billboards and posters,the Internet,and many other forms.Global economyFrom Para.A we know that In order to promote the target product successfully,we s
4、hould choose proper_ and spend _ on advertising.mediaa large sum of moneyPara.B(page 96)I.Scan the passage in 30 seconds and answer the following Qs.1.What is the topic sentence?2.What are the 3 things that lead to a succesful advertisement?3.What are the words that show the order of introducing the
5、 3 things?A successful advertisement involves at least 3 things1)Identify the market-2)Work out the best way to meet the needs of this market-3)Design the advertising programme-first of all,then,finallyII.Group Discussion:Apart from“first of all”,“then”,“finally”what else transitional words and expr
6、essions showing the order of ideas that you can think of?to begin with.,moreover.,in addition(to),whats more,furthermore,besidesLets make a conclusion of Para.B with the help of the clues&Be sure to use the proper transitional words.3 elements determine the success of an ads.Indentifying the market.
7、Working out the ways to meet the needs of the market.Designing the advertising programme.the desires and worries of the target consumersWords and images SloganCelebrity Scientific data1.2.3.4.take into accountWho will buy the productThat is Para C,D,E:Scan Para.C D E in 1 minute and finish the follo
8、wing chart.QuestionAnswerCan you give some names of successful advertisements?What do Brazilians consider as proper beach food?What lesson can we learn from the example of Mc Donalds ads broadcast in Brazil?What result will be if the designers dont study the cultural background of the potential cust
9、omers?Kodak,Nike,Coca-Cola and McDonaldsCold things such as beer,soft drinks,ice cream,and sandwichesThe designers of an ads.have to be highly culture-conscious.They will spoil the adverising progamme!From Para.C D E we know thatTo carry out an international programme in a foreign country,we should
10、take _ into account.cultural backgroundTime to Finish the Task Team work:You are expected to promote a certain soft drink,what you should consider?Celebrity(advertising spokesperson):_?_proper media:_?_Needs of the market:_?_Image(logo):_?_Slogan:_?_Target market:_?_Scientific data:_?_Cultural backg
11、round:?Assignment:1.Imitate the structure of Para.B to write a short passage about how to improve English.Do be sure to use the proper transitional words.-To improve ones English involves 4 elements.(develop the passage from listening,speaking,reading and writing)3.Complete the soft drink ads.2.Fini
12、sh the Exercies III and IV of Para.B on your handoutWhich advertisement do you prefer?Spokesperson no spokesperson Do you know what the brand it is,when seeing the following slogan?A diamond lasts forever.Melt in your mouth,not in your hand.Just do it.Good to the last dropIm loving it!Connecting Peo
13、ple钻石恒久远，一颗永流传钻石恒久远，一颗永流传(De Bierres)只溶在口，不溶在手。只溶在口，不溶在手。(M&M)只管去做。（只管去做。（Nike）滴滴香浓，意犹未尽滴滴香浓，意犹未尽（Maxwell）我喜欢！我喜欢！(McDonalds)科技以人为本科技以人为本(Nokia)III.Choose the correct words that can replace the underlined words1.,they will work out the best way to meet the needs of this market.A.cater to B.catch up
14、with C.find solutions to2.so they will take into account a number of desires or worries the target consumers may have.A.meet the needs of B.set up C.consider3.what slogans they intend to make use of A.apply B.invent C.create4.Then celebrities(=famous persons)are sometimes employed and invited to bac
15、k up the product.A.maintain B.support C.improve(A)(C)(A)(B)IV.Complete the following sentences with the proper form of the underlined words in exercise III.The design of advertisements should not only _,but _ the features of the product.In addition,slogans and celebrities can _ to promote and _ the product,thus achieving the expected effect.meet the needs of the markettake into accoutbe made use ofback up
