1、How advertising works宜城市第二高级中学 李燕萍magazinesnewspaperstraditional stylesmodern styles(electronic advertising)TVscell phonesinternetvideo ads other stylesother stylespublic service ads commercial adsBrainstorm:According to the title,guess what the author will write in the passage.Topic:_advertisingwha
2、t whyhowLook through the passage and outline the main idea of the passage.(pay attention to the subtitles)Reading First,_ to ads:we are _ to ads everyday and everywhere.Next,_of ads:an advertisement is a _/_which is madefor business,_,organizations and _,anduses words,_,music or _ to inform or_ the
3、public.introductionexposeddefinitionmessage announcementindividualsassociationspicturesfilmeducate Reading _ the targetThen,advertising:_ the target use a suitable _identifyappeal tomediumFinally,effect:_ people to buy what they need;peoples _can be changed when they are_ exposed to adspersuadeopini
4、onsconstantly1.Who advertises?2.Why do they advertise?3.What styles do the advertisers use?4.How do they decide what styles to use?5.How is an advertisement made?6.Does advertising work?Advertisers(business,individuals,organizations,associations)Intentions(Inform,influence or educate people)Means(wo
5、rds,pictures,music,film)Identify the target(find out necessary information about them)identify the target,appeal to the target,use a suitable medium 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.Conclusion Discu
6、ssion Choose one of the advertisements on Pages 42 and 43 and discuss it in pairs.(you can refer to the information offered in ex.2,“Comprehending”)Picture 1:It wants us to save water.A.What is the most common name for H2O?Why did they call it H2O?B.What is the purpose of this advertisement?A.Who do
7、 you think is the target group of the advertisement?B.What message does the advertisement give?C.Do you think the ad sucessful?Give reasons.Picture 2:It wants us to listen to the new radio.A.What group of people is the advertisement made for?B.What message does the advertisement give?C.Do you think
8、the message is true?Give reasons.Picture 3:It wants us to buy the shoes.A.Why are the first two lines written bigger than the rest of the advertisement?B.The advertisement says that when you buy two,they will give you two more at no extra cost.Does this mean the advertiser will lose money on the sal
9、e?C.Why do advertisers often use the“Buy one get one free”message?Picture 4:It wants us to buy their water.A.What does this advertisement encourage you to think?B.What do you think causes air pollution?C.How else can advertisers make people more aware of our fragile environment?Picture 5:It wants pe
10、ople to protect environment.A.Both of these advertisements have the same purpose.What do both ads want people to do?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?Picture 6&7:They remind us of road safety.Role pla
11、ySupposing you are a producer of high quality jeans for young men and women mainly of university age.You need a good advertising campaign to market your jeans so that they will appeal to a wider group of people.Your partner works for an advertising agency and is going to make the advertisement.Do this role-play with your partner.decide who else might buy the jeans.what media you will use.how you will appeal to them.Homework Make comments on your advertising.Your are required to analyze the advertising in the three aspects we learned in the passage.
