Module 9 Unit 5 Inside Advertising
Passage 1: I. Multiple choice:
1. The first paragraph of the text implies that ____.
A. ads are found here and there B. advertising works
C. we can avoid being controlled by ads
D. there are many effective advertisements
2. Who advertises
A. individuals B. business C. organizations and associations D. all above
3. Effective advertisements are supposed to _____.
A. appeal to customers B. identify different target groups
C. use a suitable medium D. A, B, & C
4. The environmental protection advertisement “We only have one clear sky and this belongs to us all.” will __________.
A. attract everyone in the World
B. appeal to our conscience or our desire to be worthy citizens.
C. persuade us all not to pollute the air. D. earn much money
5. Government all over the world pay a great deal of money for ads so as to __________.
A. benefit from ads B. promote produce sales
C. persuade people to buy goods
D. make people aware of social problems or policies and change their opinions
II. Summary: We can see many advertisements everywhere in our daily life, on buses and billboards, in shop windows, outside restaurants, in magazines and newspaper, even in some of casual garments we wear. It is important for us to understand 1 advertisements work, otherwise we 2 (control) by them.
An advertisement is 3 message or announcement that informs or influence people 4 using words, pictures, music or films. First, advertisers must 5 (identification) the target audience the advertisement intends to persuade. Find out their likes 6 dislikes. Second, they must appeal 7 the target according to their hopes, dreams 8 emotions. For example, commercial advertisements appeal to people’s desire to buy some products. Public adverts appeal our conscience or our desire to be 9 (worth) citizens. Third, in order to reach the right audience, advertisers must place their ads in the right medium. 10 good an advertisement is, people will not be persuaded if they are not interested in it.
Passage 2:
1. In what four ways can consumers be protected from false, misleading or unethical advertising
1) By making __________________.
2) By forming ________________ which make rules for everyone in the organization to follow.
3) By having __________________________ to examine complaints about advertisements.
4) By educating __________________ to be responsible for checking the product before buying.
2. True & False
1) Most countries have developed ways to control advertising.
2) Adverting alcoholic drinks or tobacco is banned in every country.
3) Taking part in ads, well-known people must be honest about the products.
4) If consumers have some complaints, they can complain to advertising organizations.
Keys:
Passage 1: I: ADDBD
II. 1. how 2. will be controlled 3. a 4. by 5. identify
6. and 7. to 8. or 9. worthy 10. However
Passage 2:
1. 1) laws 2) advertising organizations
3) government complaints organizations 4) consumers
2. TFTF(共20张PPT)
Unit 5 Inside advertising
Obey your thirst.
Feel the new space感受新境界
Take time to indulge.尽情享受吧！
Just do it.
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。
Start Ahead.
To me, the past is black and white, but the future is always color.
Things go better with Coca-Cola. 饮可口可乐, 万事如意。
Where there is a way, there is a Toyota.
Pre-reading
Discuss each of the advertisements on Pages 42 and 43 in pairs.
1) What does the advertisement want you to do
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.
Scan the text and predict the content.
Scanning
HOW ADVERTISING WORKS
Make notes about what you have read under the following headings.
What’s the main idea of the text
What is an advertisement and what is its function
What’s the main idea of the text
2. What is an advertisement and what is its function
The text mainly tells us about how advertising works
and the way to make effective advertisements.
An advertisement is a message or announcement
that informs or influences people. Ads can inform
or educate the public. Frequent advertising helps
companies to increase product sales or to promote
a new product.
Part 1
(Para 1) Introduction
Part 2
(Para 2) What is an ad
Part 3
(Para 3-7) How do advertisers make effective ads
Part 4
(Para 8-9) How effective are ads
Detail reading
We are exposed to ads in our daily life.
1) What kind of ads can we find
2) Where do ads appear
3) Why we need to understand how advertising works
Introduction
What is an ad
1) Definition (a message or announcement that intends to inform or influence people)
2) Means (words, pictures, music, film…)
3) Advertisers (business, individuals, organizations, associations)
How do advertisers make effective ads
1) Identify the target (find out necessary information about this group)
2) Appeal to the target (hopes, dreams, emotions, desires…)
3) Use a suitable medium (cost, media)
How effective are ads
When there is a need for the product.
2) If the target audience is exposed to ads constantly.
Make up an advertisement for a product (including a slogan, the spokesman / spokeswoman and the whole procedure.)
HomeworkModule 9 Unit 5 Inside Advertising
Passage 1: I. Multiple choice:
1. The first paragraph of the text implies that ____.
A. ads are found here and there B. advertising works
C. we can avoid being controlled by ads
D. there are many effective advertisements
2. Who advertises
A. individuals B. business
C. organizations and associations D. all above
3. Effective advertisements are supposed to _____.
A. appeal to customers B. identify different target groups
C. use a suitable medium D. A, B, & C
4. The environmental protection advertisement “We only have one clear sky and this belongs to us all.” will __________.
A. attract everyone in the World
B. appeal to our conscience or our desire to be worthy citizens.
C. persuade us all not to pollute the air. D. earn much money
5. Government all over the world pay a great deal of money for ads so as to _______.
A. benefit from ads B. promote produce sales
C. persuade people to buy goods
D. make people aware of social problems or policies and change their opinions
II. Summary: We can see many advertisements everywhere in our daily life, on buses and billboards, in shop windows, outside restaurants, in magazines and newspaper, even in some of casual garments we wear. It is important for us to understand 1 advertisements work, otherwise we 2 (control) by them.
An advertisement is 3 message or announcement that informs or influence people 4 using words, pictures, music or films. First, advertisers must 5 (identification) the target audience the advertisement intends to persuade. Find out their likes 6 dislikes. Second, they must appeal 7 the target according to their hopes, dreams 8 emotions. For example, commercial advertisements appeal to people’s desire to buy some products. Public adverts appeal our conscience or our desire to be 9 (worth) citizens. Third, in order to reach the right audience, advertisers must place their ads in the right medium. 10 good an advertisement is, people will not be persuaded if they are not interested in it.
Passage 2:
1. In what four ways can consumers be protected from false, misleading or unethical advertising
1) By making __________________.
2) By forming ________________ which make rules for everyone in the organization to follow.
3) By having __________________________ to examine complaints about advertisements.
4) By educating __________________ to be responsible for checking the product before buying.
2. True & False
1) Most countries have developed ways to control advertising.
2) Adverting alcoholic drinks or tobacco is banned in every country.
3) Taking part in ads, well-known people must be honest about the products.
4) If consumers have some complaints, they can complain to advertising organizations.
