1、Have you ever bought anything as a result of seeing,hearing or reading advertisements?the product namethe name of a companywords of expertsWarming-upWarming-upTalk about why these advertisements attract you.Its attractive because the product name“佳洁士佳洁士”has the meaning of“clean”.Warming-upIts attrac
2、tive because the name of the company makes me want to buy the best goods in“Bestbuy”.Warming-upThe advertisement is attractive because it is very humorous.Warming-upThis advertisement of cars is attractive,because it uses the concept of“freedom”.the designthe concept of freedomthe unusual ideahumoro
3、us languagepictures or imagesthe designPre-readingHave you ever bought anything as a result of seeing,hearing or reading advertisements?What makes an advertisement attractive?While-readinga Different types of advertisementsb The development of advertisementsc Different attitudes towards advertisemen
4、tsSkim through the passage.What is it mainly about?This is an explanatory text(说明说明文文).It introduces the development of advertisement in the order of time,and it contains lots of time explanations and examples.Learn the Skill Builder and identify the text type of this passage.While-readingPara.1:_ _
5、 _Para.2:_ _ Write down the main idea of each paragraph.Then compare with a partner.The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them.Classic advertisements used to give information about finding certain products.While-readingP
6、ara.3:_ _Para.4:_ _Para.5:_ _Para.6:_ _In modern times,advertisements need to attract and hold the attention of the public.Modern advertisements need something else to separate them from their competitors.Ideas that would work in the past genuinely are not as effective now.However,not all advertisin
7、g is about selling products and services for a profit.While-readingTypes_Classic ads give information about _ _ to tell people _ _ _ _ _ not suitable when _ _ _ not attractiveComplete the table.Then write three headings that can categorise the information in the first row.finding certain products wh
8、at the company sells,where they are located,and the name of the productproducts are services are in direct competition with each otherWhile-readingFeaturesPurposesProblemsTypesFeaturesPurposesProblemsModern ads consist of _ _ apply _ _ to show people _ _ to make ads _ not enough to _ _While-reading
9、pictures or words from experts modern design techniquesvisually attractive be noticed in a modern cityhow good the product isTypesFeaturesPurposesProblemsImproved modern ads combine _ _ _ with _ use concepts including _ _ _ to stand out _ _ _ to make people believe that _ _ repeating old ideas not _
10、 It does not matter _ _ _ the highest standard of design creative ways freedom,happiness,wealth and successin a world of competitive advertisingthey“must havethe product”effectivehow attractive the idea linked with the product isWhile-readingTypesFeaturesPurposesProblemsFurther improved modern ads u
11、se humour as well as _ _ _ _ _ _ _ _ _new and unusual ideascreate something that has never been seen before and that people find interestingto surprise peopleto make people forget that someone is trying to sell them somethingWhile-readingTypesFeaturesPurposesProblemsPublic ads help to increase publi
12、c knowledge and _ _ _ to encourage citizens to _ _ _ _ to educate the public _ _ _ make our society a better place for everyone participate in improving their neighbourhood,protecting the environment,and helping other people on fighting AIDS,saving water,helping the poor,giving up smoking,etc.While-
13、reading1.What does a classic advertisement look like?2.Why do modern advertisements have to attract the attention of the public?3.What concepts and ideas are often used in modern advertisements?4.What do advertisers do to make people forget the selling purpose of advertisements?5.How has the governm
14、ent used advertisements in the last decade?Answer the questions.While-reading1.What does a classic advertisement look like?A classic advertisement gives information about finding a certain product.It is likely to be the name of a company,part of which might include the name of the place from which t
15、he product originates.2.Why do modern advertisements have to attract the attention of the public?Because products and services are in direct competition with each other,and people are used to seeing a high standard of visual design.While-reading3.What concepts and ideas are often used in modern adve
16、rtisements?Concepts like freedom and ideas like happiness,wealth and success are often used in modern advertisements.4.What do advertisers do to make people forget the selling purpose of advertisements?They use humour and new and unusual ideas to surprise people.5.How has the government used adverti
17、sements in the last decade?The government has sponsored advertisements to educate the public on fighting AIDS,saving water,helping the poor,giving up smoking,etc.While-readingPost-readingThe Advertising GameClassic adsModern adsImproved modern adsFurther improved modern adsPublic adsDriving forceUse
18、 the diagram to talk about what you have learnt about advertising.1.What has been the driving force for the development of advertisements?2.What does the title“The Advertising Game”mean to you?Think and share.Post-readingPara.1The advertising industry started with the purpose of promoting and sellin
19、g goods to peoplemight need them.广告业的目的是向潜在消费者推销商品。Advertising agencies 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。Language PointsSuchhavea process of change over the years along with social,economic technological developments.与社会、
20、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)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
21、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。For example,it could be“Shanghai Sewing Machines”,or“Tsing 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
22、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 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
23、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 advertisements 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。pa
24、rticular 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 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 adver
25、tisements 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 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 des
26、ign.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。stand 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 highes
27、t 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，使人们确信他们“必须购买这种产品”。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,
28、in the world of advertisements,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
29、 does not matter how the idea 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 thei
30、r products.于是，广告商转而通过打广告，让更多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,
31、they hope to make people forget 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 mak
32、e a contribution to society 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
33、other people.比如公益广告，它鼓励市民参与改善社区、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
34、水、帮助贫困人口、戒烟等。These advertisements 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。1.suitable adj.合适的，适宜的be suitable for 适合于be suitable to do sth 适合做某事suit v.适合suit on
35、es needs 符合某人的需要反unsuitable adj.不合适的，不适当的There will be displays throughout the festival,which are _(suit)for anyone aged ten and over.要找个对每个人都合适的时间很困难。Its difficult to find a time that _(suit).Its difficult to find a time that _(suitable).suitablesuits everybody is suitable for everybody 2.attract v
36、t.吸引attract ones attention 引起某人的注意=draw ones attentionadj.attractive adj.吸引人的，有魅力的n.attraction n.吸引；吸引力；吸引人的事物adv.attractively adv.有魅力地，有吸引力地be attractive to.对有吸引力a tourist attraction 旅游景点作“名胜，吸引人之物”讲是可数名词；而作“魅力，吸引 力”讲是不可数名词As one of the most _ places,Mount Wuyi _ millions of tourists each year,and
37、one of its most famous tourist _ is the Nine Bend River.(attract)attractiveattractsattractions3.consist of 由构成(没有被动语态，也不用于进行时)=be made up of 由组成=be composed of 由组成这支医疗队是由5名医生和10名护士组成的。The medical team _ five doctors and ten nurses.The medical team_ five doctors and ten nurses.=_(make up)consists ofi
38、s made up of/is composed ofFive doctors and ten nurses make up the medical team.consist in(lie in)存在于，在于consist with（=be consistent with）与一致adj.consistent adj.一致的n.consistency n.一致性，同一性The beauty of the city consists _ its magnificent buildings.The United Kingdom consists _ Great Britain and Norther
39、n Ireland.It took them three days to complete the project _(consist)of three complicated procedure.More often than not,what the stubborn does consists _ what he says.The results are entirely _(consist)with our earlier petitive adj.竞争性强的，有竞争力的compete in 参加比赛compete for 为争取而竞争As the youngest _,I had t
40、o _ the writing contest _ 20 other top students _ the annual writing award.I must be very _to be the winner.作为最小的参赛者,我必须和另外20名顶尖的学生在写作比赛中竞争以获得年度写作奖。要成为获胜者,我必须有很强的竞争力。competitorcompete inagainst/bine vi.&vt.(使)结合，(使)组合combine sth with sth 把某物与某物结合起来combine to do sth 联合起来做某事bination n.结合，联合；结合体in comb
41、ination with.和相结合The new treatment can be used either alone or in combination with the traditional one.Technological innovation,_(combine)with good marketing,will promote the sales of these bined6.link vt.把联系起来n.联系，关联link up 联合，连接link up with 与连接，联合link.to/with 将与联系/连接起来A chain is no stronger than i
42、ts weakest link.谚一环薄弱，全链易断。The relationships you develop now will probably be lined _ the ones you value later,so be wise about the people who you invest yourself in._(link)arms with one of the instructors,I helped carry the young man out of the water.Detectives have linked the break-in _ a similar
43、crime in the area last year.to/withLinkingto/with7.fundamental adj.根本的；基本的；基础的n.(常用复数)基本规律/原理，根本法则the fundamentals of mathematics 数学基本原理commercial adj.商业的，商务的n.商业广告commerce n.商业，贸易=tradeoriginate vt.创始，创造词根origin n.起源，起因；出身，血统original a.原始的；最初的；独创的；新颖的originally adv.最初，起初；本来originality n.独创性，创意；创造力l
44、ocate vt.位于；找出的准确位置be located in/at 位于（1）The Great Wall,with a history of more than two thousand years,_(locate)in northern China.（2）_(locate)where the Belt meets the Road，Jiangsu will contribute more to the Belt and Road construction.is located Located 8.sew v.缝，缝纫，缝补过去式：过去分词:sewedsewed/sewn 9.budg
45、et n.&v.（1）n.预算 on a（tight）budget 节省地，控制预算地 within/over budget 在预算内/超出预算 have large budgets 预算充足They have rebuilt the old church located at the foot of the mountain on a tight budget.他们在预算紧张的情况下重建了山脚下的教堂。（2）vi.&vt.把编入预算It is said that the company will budget$2 billion to advertise their products to
46、enhance their reputation.据说该公司将拨出20 亿美元的预算用于为其产品做广告，以提高其声誉。10.boostv.促进，推动n.增长，向上一推Each“like”boosts my confidence.When I was feeling down,talking to my mother always gave me a boost.booster n.加强剂量；助推器anticipate vt.预期，预料anticipate doing sth.期望做某事We anticipate/look forward to hearing from you again.an
47、ticipation n.预料，预期；预感；预知；盼望，希望11.participate vi.参加，参与participate with sb in sth 与某人分担某事；同某人参与某事participation n.参与；分担participant n.参加者不一样的“参加”：（1）participate in/take part in the sports meeting/the tournament 参加运动会/锦标赛（2）join the army/League/Party 参军/入团/入党（3）attend the meeting/ceremony/wedding 出席会议/出席仪式/参加婚礼（4）attend school/class 上学/上课
