Unit 5 Inside the advertising

1. Unit 5 Inside the advertising 广州市天河区第89中学

2. Advertising by means of brand names

3. Advertising by means of words Words

4. 1) Do you think advertisements affect your life in any way? For example? 2) Why do you remember some advertisements and not others? Yes. We often buy what we don’t need much. We sometimes buy what we don’t like because of the lower price…. I remember some advertisements because of the beautiful pictures, pleasant color, unforgettable shape, moving words and wonderful music…

5. Pre-reading Discuss each of the advertisements on Pages 42 and 43 in pairs. 1)What does the advertisement want you to do? 2)How does it try to persuade you to do this? Which advertisements do you think are the most effective? Why? （Various answers） Picture 1: It wants us to save water.Picture 2: It wants us to listen to the new radio.Picture 3: It wants us to buy the shoes.Picture 4: It wants us to buy their water.Picture 5: It wants people to protect environment.Picture 6 & 7: They remind us of road safety. They attract our interest, desire, dreams, hope…

6. Look at the subtitles & the pictures to guess the general idea. A The text mainly deals with ____________ A. how advertising works B. how to make a advertisement C. how to avoid being controlled by advertisements D. how to make advertisements effective

7. Second reading Read the text to find out the answers to the following 5 questions 1. Who advertises? 2. Why do they advertise? 3. Where do they advertise? 4. How do they decide where to advertise? 5. Does advertising work? Business, individuals, organizations and associations They want to sell something or to inform or educate the public. On TV and radio, in magazines and newspapers (on clothes, billboards,at sports fields, on buses and trains, at bus and train stations and many other places.) They consider their budget and what medium is most likely to be seen or heard by the target consumer. Yes and No. People are more usually persuaded by ads to buy things they have no use for. However, people do change their opinions over time.

8. Careful reading 1. Where do advertisements appear? 2. Why do we need to understand how advertising works? 3. What is an ad? 4. What are the means of advertising? 5. What can be advertisers? Everywhere. To avoid being controlled by them An advertisement is a message or announcement that informs or influences people. Words, pictures, music, film… Business, individuals, organizations, associations

9. 6. What are the three steps to make effective ads? 7.How do advertisers avoid wasting money? 8.How do you persuade people to buy your products? 9.What do advertisers have to consider while choosing a suitable medium? ①Identify your target ②Appeal to your target ③Use a suitable medium They have to identify the target group. By appealing to their hopes, dreams, emotions, desire. For example… They have to consider the cost and which media are the most appropriate for their product and which their target audience is most likely to see or hear.

10. Post reading Discuss the questions on Page 441. Water A.H2O rhymes with ‘slow’. Rhymes attract attention and are easily remembered. B.To encourage people to use water wisely and to save water where they can. 2. Super Shooze A.Young people who likes sports, the latest fashions and like to be part of a group. B.If you wear our shoes, you will have an exciting life and be popular and have fun. C.This message is not true because just wearing a certain brand of shoes won’t make you exciting, popular or have fun-----it makes much more effort than that. 3. Refresh water A.These lines appear bigger so that they are the first thing people notice about the ad (HOT DEAL, Absolutely free) B.No, the advertiser will have worked out a price that still give him a profit even if he is giving away two bottles free. The advisers also benefits by selling more bottles than he would have if he hadn’t offered the free bottles. C.People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free. As explained in B, they are not really getting anything for free because the advertiser puts a price in the product that the consumer buys that will cover the cost of the ‘free” one. 4. Environment A.It encourages us to think of the sky, air and our environment and about how the environment is being spoiled. B.Human beings cause air pollution by burning fossil fuels, such as gas, oil and coal by using some modern machines, transportation vehicles, and also by manufacturing modern products. C.Tell people more and help them to be more aware of the importance of protecting our environment. 5. “Speeding’ and “How fast am I going?” A.They want people to stop speeding. B.Drivers C.Answers may depend on whether avoiding a fine or staying safe.

11. Step 5. Consolidation Work out the following form so that you can retell the text Main idea of each paragraph Paragraph 1 Advertisements are everywhere and so it is important to understand how advertisements work to avoid being controlled. Paragraph 2 What is an advertisement? Paragraph 3 How do advertisers make effective advertisements? ①Identify your target ②Appeal to your target ③Use a suitable medium Paragraph 6 How effective are advertisements? ①Even a good advertisement cannot persuade people who are not interested or have no use for. ②Being constantly exposed to advertisements can change people’s opinions over time

12. Step 6 language points 1.come across=happen to meetI came across one of my old classmates in the street the other day. 2.have brand names attached to them which turn us into a walking advertisements attached to them作后置定语 3. appeal to “投合……心意；引起……兴趣”Creative work, such as advertisement design, appeals to me. 创造性工作，比如广告设计很吸引我。This exercise appeals strongly to the imagination. 这个练习可以有力地激发想象力。 4.with so many messages from advertisers filling our daily life, it is important to understand how advertisements work. with sth. V+ing 独立主格结构， 作状语。

13. 5.be likely to “很可能，有希望”The train is likely to be late. 这趟火车很可能晚点。6.As well as reaching the right audience…as well as 连接并列成分“不但……而且……；既……又……”和not only…but also意义相近， not only…but also强调的是后面部分。比较：She is kind as well as beautiful. 她不仅外表漂亮，心地也和善良。（同时强调两方面）She is not only kind, but also beautiful. （强调长得漂亮。）7.over time 意思为“随着时间的推移”8.Do you have any other language problems?

14. Step 7 Learning about language 1. Do the exercises on Page 45、46、85、86. 2. Now let’s check the answers.

15. Grammar 一、翻译下面句子。1. 昨天，爸爸请人来修理了电视机。Yesterday my father had the TV set repaired. 2. 他们选我作经理。They made me the manager of the company. 3. 我能闻到一股烧糊的气味。I can smell something burning. 4. 我觉得学习外语并不难。I don’t think it difficult to learn a foreign language. 二、宾语补足语用法小节: 能带宾语补足语的动词一定是及物动词。有以下几类： 1．感觉动词，如：see, hear, feel, smell, watch, notice等，这类词所接的宾语补足语可以是-ing形式，也可以是动词原形。如：He heard a distant voice shouting.I could smell Chinese vegetables cooking. Did you see a car being driven away?

16. 2．含使动意义的动词，如：let, have, get, make, would like, want这类词所接的宾语补足语多为动词原形或过去分词。如：We have just had the house repaired.You must get the car repaired.At my school they don’t make us wear school uniform. They let us wear whatever we like.I want the work finished by January 1st.

17. 3．含命名意义的动词，如：call, name, appoint, elect, make, consider等。这类词所接的宾语补足语一般是名词。如： Call me Joe, please.She was elected the president of the company.这类结构和双宾语的结构有形似之处，要注意区别。如：They have made me the chairman. (宾补) They have made me a nice chair. (直接宾语) 4．结构中的动词，所接的宾语补足一般是不定式。常见的动词很多，如：advise, allow, ask, beg, cause, expect, force, get, help, inspire, invite, order, permit, persuade, remind, request, require, teach, tell, train, want, warn, wish等。They asked me to tell you how much we appreciated your help.Help me move the desk, will you? 5．等几个词的用法非常灵活，后面所接的宾补可以是形容词、副词、词组、现在分词、过去分词等。如：We found it very difficult to solve the problem.How can you keep them waiting for so long?Suddenly I found my wallet stolen.Keep the door closed. Workbook：P 46, 86, 87

18. Using language Listening Do the listening practice on Page 47

19. ReadingRead the passage and help the students to understand the passage by answering the questions:1. In what four ways can consumers be protected from false, misleading or unethical advertising?① By making laws; ② to form advertising organizations to follow the rules; ③ government organizations to examine complaints about ads; ④ the consumers are responsible for checking the product 2. Would you complain about any of the advertisements in this passage? Why?3. Why do some schools teach their students about advertising? What is your opinion of this idea?4. Do you know if China has an organization to which citizens can complain if they see an advertisement they believe is wrong? If you don’t know, how can you find out?

20. Step 3 Writing 假设你是一位刚刚大学毕业的广告专业的求职学生，正接受面试，考官要你口头描述广告的定义以及如何制作有效广告。现在请你按照上面提示为他写一则约120字的短文。

21. A possible version:An advertisement is a message or announcement that informs or influences people. It can use words, pictures, music or film to communicate its message.First, advertisers always try to make their message reach its target audience. In other words, they have to identify their target group so that they can find out their likes and dislikes and form the basis for decisions about what type of advertising techniques to use with this group.Second, advertisements often appeal to people’s hopes and dreams or emotions in order to persuade people to do something. For example, a special color or shape may excite the consumers to encourage them to buy it without hesitation.Third, advertisers usually use words, pictures, music or film to communicate its message. As well as worrying about the expense, advertisers must also consider which media are most appropriate for their product and which their target audience is most likely to see or hear.The most important, I think, is that advertisers should meet the consumers’ needs and interests.