2007103092210855

Slide1: 

Unit 5 Getting the message

Slide2: 

From what way we can get the message /advertisements?

Slide4: 

Look at these advertisements. What are they trying to persuade you to buy?

Slide6: 

an advertisement producer pattern description photograph of the product

Slide7: 

Reading

Slide8: 

Brainstorm What kind of words do you think you would need to talk about advertising and advertisements? ads producer / customer positive / negative persuade /attract mislead truthful /useful annoying / annoyed entertaining/ humorous profits appetite informative commercial introduce /promote

Slide9: 

1. Intelligence everywhere. 智慧演绎，无处不在。（摩托罗拉手机） 2. The choice of a new generation. 新一代的选择。（百事可乐） 3. Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） 4. Let's make things better. 让我们做得更好。（飞利浦电子） 5. No business too small, no problem too big. 没有不做的小生意，没有解决不了的大问题。 （IBM公司）

Slide10: 

1.Just do it! 2. Obey your thirst. 3. Impossible made possible. 4. Good to the last drop. 5. To be true forever. 6. Time always follows me. 7. Future will be better. 8. Flying China southern airlines, flying with the most perfect service.

Slide13: 

shampoo

Slide15: 

Share moments; Share life.

Slide16: 

spokeswoman & spokesman

Slide17: 

This picture may be seen in an ad in the form of TV, cinema, magazine, newspapers, large boards (billboards), Where can you see this picture?

Slide18: 

What can you advertise? Products, services, political leaders in the western countries, etc. What are the advantages or disadvantages of advertisements? Pre-reading

Slide19: 

Provide information Increase sales Make the public aware of social problem Mislead customers Give false or incorrect information Raise the price of products Disadvantages Advantages

Slide20: 

2. Increase sales by repeated advertising. 2. Give false or incorrect information. 3. Cut costs of newspapers and make them cheaper. 3. Take too much time or space on TV or newspapers.

Slide21: 

4. Make the public aware of social problems. 5 Help customers find good product. …. Make teenagers want things that are bad for them. Can lead people to buy the wrong products. Can be ugly and noisy. …

Slide22: 

Advertisement can be thought of “ as the means of making known in order to buy or sell goods or sell goods or services.” Advertisement aims to increase people’s awareness and arouse interest. It tries to inform and persuade. It is not easy to measure exactly the influence of advertisement on sales. Thus we have to take a critical attitude towards advertisements. Definition

Slide23: 

description pattern producer photograph of the product an advertisement

Slide24: 

1.Scan the text quickly and underline advantages and disadvantages mentioned in the test. 2.Find out the main idea of each paragraph.

Slide25: 

Pa1: Ads are found almost everywhere Pa2: People react to advertisements in different ways. Pa3:The basic principle of advertisements is fairy simple (to influence customers’ choices). Pa4: Ads help companies and customers in a variety of ways. Pa5: The most important function of advertising is to introduce new products. Pa6: Governments and other organizations use ads to make people aware of government policies and social problems. Pa7: Customers should be careful of illegal ads. Pa8: Customers should learn to protect themselves from false ads and make smart choices.

Slide26: 

Part I Topic: Ads are found everywhere Part II Introduction to advertising Part III Summary (the right way to understand ads) People react to ads in different ways What is the basic principle of advertising Ads are helpful in many ways How can we spot bad ads Structure 2 3 4~6 7 (1) (2~7) 8

Slide27: 

1.People react to advertisements in different ways. 2.The basic principle of advertising is fairly difficult. 3.Since an increase in sales means an increase in production, the price may be increased, too. 4.Truthful ads provide good information that helps customers to decide whether they want or need the advertised product. True or False T F F T ______ ___________

Slide28: 

5.Perhaps the most important function of advertising is to increase a company’s profits. 6.By using the techniques developed by the advertising industry, governments and other non-profit organizations can spread knowledge, change attitudes and improve society. 7.All ads are not used to promote a product or to increase a company’s profits. F T T ____________________

Slide29: 

1. We can infer from the last paragraph of the text that ___. A. we must learn to believe ads B. we must learn to accept ads C. we must learn to analyse ads D. we must learn to accuse ads

Slide30: 

2.People react to advertisements in different ways. Because ___. A. Ads are useful and entertaining to some people while annoying to others B. Ads are useful and entertaining C. Ads are annoying D. Ads are not only useful and entertaining but annoying

Slide31: 

3.One advantage of advertising is that it helps . A increase product sales B make a product more expensive C increase production D reduce the costs of a product 4.Advertising is a highly developed . A information B industry C trade D science

Slide32: 

5.The development of radio, television, cinema, magazines and newspapers has with the development of advertising. A followed up B gone hand in hand C gone behind D taken place

Slide33: 

6. The best chance to reach customers is to . A sell them the product B sell them what money can not buy: love, happiness and success. C appeal to their emotions D reduce the price of the products.

Slide34: 

7.When we buy an expensive product, can help us make the right decision. A.sellers B. ads C. our friends D. defenders

Slide35: 

8.“Not all ads are used to promote a product or to increase a company’s profits” means . A. all ads are used to promote a product or to increase a company’s profits B. few ads are used to promote a product or to increase a company’s profits C. no ads are used to promote a product or to increase a company’s profits D. all ads are not used to promote a product or to increase a company’s profits

Slide36: 

9.In order not to become easy target for ad makers, we must . A. distinguish between fiction and facts B. watch TV more often C. believe all the ads D. never believe any ads

Slide37: 

10.Why is advertising popular? A.Because ads are found in newspapers. B. Because ads are found on the Internet. C. Because ads are found on TV. D. Because ads are found everywhere.

Post reading: 

Post reading 1.Why is advertising popular? Because it can increase profits and because many of the advertisements are entertaining. 2. How does advertising help consumers and companies? Advertising helps consumers find out about new products and helps companies introduce new products .It also helps companies sell more products.

Slide39: 

3. What is the basic principle behind advertisements? Advertisements help/allow companies to influence the choices customers make by associating the product with the customers’ needs. 4. Why do advertisers often have to work hard to attract people’s attention? Advertisers often have to work hard to attract people’s attention because customers see so many ads every day.

Slide40: 

5. What is a“ bait-and –switch ” ad? A “ bait-and –switch ” ad is an ad that cheats the customers by showing them one product and then giving them another. 6. How can we protect ourselves from misleading ads? We can protect ourselves from misleading ads by learning how to analyse ads.

Slide41: 

Phrases Para 1 一门高度发展的产业 手拉手 与…密切相关 Para 2 对…作出反应 作出知情的选择 另一方面 优质产品 控告; 谴责 a highly developed industry hand in hand go hand in hand with react to make informed choice on the other hand good quality product accuse sb. of (doing) sth.

Slide42: 

Para 3 把…介绍给… 与… 有联系 传播; 使理解 由于那个原因 大量的钱 吸引; 诉诸;呼吁 introduce …to associate … with get across for that reason large amounts of money = a large amount of money (U) appeal to appeal to sb for sth 就某事向某人请求

Slide43: 

Para 4 多种多样的 考虑某事物 Para 5 用…武装,装备;准备好 对待,处理 Para 6 并非所有的 使某人意识到 take into consideration = take (sth.) into account a variety of = varieties of arm …with deal with not all make sb aware of

Slide44: 

keep an eye on 照看；密切注意 Para 7 当心 首先 留心注意 所谓的 so-called look out for first of all keep an eye out for Para 8 分辨真伪 distinguish between fiction and facts

Slide45: 

▲ highly: high: highly skilled highly paid speak highly of climb high jump high eg. He is flying ______ , but he’ll fall soon. high 他爬得高,但他也会跌得很快. wide deep widely deeply

Slide46: 

▲ hand in hand “手拉手地” “密切关联地”,“连在一起地” eg. They went there hand in hand, talking all the time. eg. High unemployment and high crime often go hand in hand. 高失业率和高犯罪率总是形影不离的。 他们手拉手地一路谈着往那里走去。 face to face arm in arm side by side mouth to mouth shoulder to shoulder

Slide47: 

[相关短语] at hand 近处；即将到来 by hand 手工地 on the one hand 一方面 on the other hand 另一方面 hand down 传给后代 hand over 移交；让与 from hand to mouth 现挣现吃地；仅够糊口地

Slide48: 

react to (sth) “作出反应(反抗)”， How did he react to your suggestion? react against 反对；反抗 Will the people react against the dictator? react with “起化学反应” Hydrogen reacts with Oxygen.

Slide49: 

annoying 恼人的 be annoyed with sb at (about) sth 因…事生某人的气 We're annoyed at his proud treatment of his old friends. 他用这种傲慢的态度对待老朋友,我们都感到气愤。

Slide50: 

▲ accuse sb. of sth. “ 指责，谴责”，“控告”某人某事 1） 汤姆的老师指责他考试作弊。 2） 约翰被控告犯了偷盗汽车罪。 Tom’s teacher accused him of cheating in the exam. John was accused of stealing a car. remind sb. of sth. 使人想起某事 rob sb. of sth. 抢劫某人某物 inform sb. of sth. 通知某人某事

Slide51: 

associate … with… “与… 有联系”；“参与”；“与…交往” I don’t want to be associated with that affair. The young man tried to associate himself with a newly formed company.

Slide52: 

get across (to sb.) “使被理解”；“（使）讲清楚” Did your speech get across to the crowd? He was unable to get across to the audience what he meant. get sb across / get across sth (使)通过 get the children across the street get across the bridge

Slide53: 

For that reason, companies spend large amounts of money employing advertisers. 由于那个原因，公司花了大量的钱雇佣做广告的人。 spend … on 介词on 一般接名词或代词 spend … in 介词 in 后面要接动名词, in 通常可以省去. He spent much of his energy on the work. He spent much of his energy (in) doing the work.

Slide54: 

a large amount large amounts of + 不可数名词 “大量的”“很多的”，作主语时，其谓语动词的数决定于amount 的数，即当amount是单数，谓语用单数；amount是复数，谓语动词用复数。 A large amount of money is spent on the tobacco every year. Vast amounts of money are being invested in the local market.

Slide55: 

quantity （”大量“）的用法相同 a quantity of quantities of Police found a large quantity of drugs in the room. A large quantity of food is served. Large quantities of food are served. + 可数名词/ 不可数名词

Slide56: 

appeal to 投合...的心意; 引起...的兴趣; 向...呼吁[请求] This novel will appeal to the public. Bright colours appeal to small children. The police are appealing to the public for information about the murder victim.

Slide57: 

appeal to sb for sth 请求某人某事 appeal for sth 呼吁某事;请求给予 appealing adj. ( attractive ) 吸引人的 Teaching as a career appeal to many people because of the long holidays.

Slide58: 

▲ take （sth.) into consideration = take (sth.) into account 考虑某事物 eg. Your teacher will take your recent illness into consideration when judging your examination. eg. When you are planning a garden party, you will have to take the weather into consideration. 在准备露天游园会时，你必须考虑天气问题。 你老师评考试成绩时会考虑到你最近生过病。 in consideration of have/leave sth. out of consideration on/under no consideration 考虑到，由于 对某事不予考虑 决不

Slide59: 

▲ armed with facts and figures, … 过去分词作状语，表被动 arm…with…/ be armed with 用…武装,装备 eg. The policemen were armed with guns. eg. She hoped to arm herself with all the knowledge she could gather. 警察用枪来武装自己。 她希望用她能获得的所有知识充实自己。

Slide60: 

▲ not all : 并非所有的，部分否定= all not 不是所有的学生都去看电影。 Not all the students go to see the film. = All the students don’t go to see the film. 没有一个学生去看电影。 None of the students go to see the film. 注： 全部否定时用 none ,nothing 或 no one.

Slide61: 

keep an eye out for “当心；留心寻找” = keep one’s eyes open for You’ll have to keep your eyes open for the trouble tonight. Keep an eye out for a place to rest. keep an eye on 照看；密切注意 Can you keep an eye on my suitcase for a while? (照看)

Slide62: 

后接宾语时，再加for。如： We should keep an eye out for pick-pockets when shopping. 我们购物时要防范扒手。 [相关短语] catch one’s eye 醒目；显眼；引人注意 have an eye for 有判断力 see eye to eye （常与with连用）意见一致

Slide63: 

an eye for an eye (=eye for eye) 以眼还眼, 一报还一报 cast an eye on 瞟一眼, 粗略地看一下 make sheep’s eyes at sb. 含情脉脉地看某人, 向某人送秋波 close one’s eyes to 闭眼不看; 假装看不见; 硬不承认 fix one’s eyes on 盯着, 注视 keep an eye on 照看, 留心瞧着, 注意

Slide64: 

On the other hand, critics sometimes accuse companies of using ads to mislead us by making us believe that a certain product is better than it really is or that we will be happier if we buy it. by making… 是mislead 的方式状语, believe that a certain product is better than it really is or that we will be happier if we buy the product 是宾语补足语,两个 that 从句并列充当 believe 的宾语. 另一方面,批评者有时指责公司滥用广告误导我们,让我们相信某种产品比它的实际情况要好,或者购买某种产品会让我们更加愉快.

Slide65: 

Thus, instead of selling them the product, the ads sometimes seem to be selling them what money cannot buy: love, happiness and success. thus 引导前面话语的结果或结论, “因此,由于” He didn’t’ study hard, and thus failed the test. 他学习不努力，因此考试不及格. what money cannot buy 是名词性词组,充当 sell 的宾语. 因此,广告推销给消费者的有时候看起来不是产品,而是用钱买不到的东西:爱心，快乐和成功。

Slide66: 

Good to the last drop． 滴滴香浓，意犹未尽。 （麦斯威尔咖啡） Obey your thirst． 服从你的渴望。 （雪碧）

Slide67: 

To me, the past is black and white， but the future is always color。对我而言，过去平淡无奇；而未来，却多姿多彩（轩尼诗酒） Just do it. 只管去做。 （耐克运动鞋）

Slide69: 

Design an English slogan for our school. Find out useful phrases in the passage Homework