(共30张PPT)
UNIT 6 THE MEDIA
LESSON 3
THE ADVERTISING GAME
To read and talk about advertising
To read for deep understanding
To summarise information
Enjoy two advertisements. Do you like them Why
Have you ever bought anything as a result of seeing, hearing or reading advertisements What makes an advertisement attractive
the product name the name of a company words of experts humorous language
the concept of freedom pictures or images the unusual idea the design
The passage below is about advertising. Skim through the passage. What is it mainly about
a. Different types of advertisements
b. The development of advertisements
c. Different attitudes towards advertisements
What is the text type of this passage What helped you identify the text type
This is an explanatory text. It introduces the development of advertisement in the order of time, and it contains lots of time explanations and examples.
Underline the main idea of each paragraph. Then compare with a partner.
Para. 1
Para. 2
The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them.
Classic advisements used to give information about finding certain products.
Para. 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 advertising is about selling products and services for a profit.
Read the whole plete the table. Then write three headings that can categorise the information in the top line.
Types __________ ___________ ____________
Classic ads give information about _________ _________ _________ to tell people ________________________________________________________________________ not suitable when _______________ _____________________________________________
not attractive
finding
certain
products
what the company sells, where they are located and the name of the product
products and services are in direct competition with each other
Types __________ ___________ ____________
Modern ads consist of _________ _________ _________ apply _________________________________ to show people ___________ ___________ ___________ to make ads ___________ ___________ not enough to __________
pictures or words from experts
modern design techniques
how good the product is
visually attractive
be noticed
Types __________ ___________ ___________
Improved modern ads combine ___________ ___________ ___________ with ______ __________ use concepts including ________________________________________________________ to stand out _______________________________________ to make people believe that __________ ____________________ repeating old ideas
not ________
It does not matter ___________
___________
___________
___________
___________.
the highest standard of design
ways
in a world of competitive advertising
effective
creative
freedom, happiness, wealth and success
they “must have the product”
how attractive the idea linked with the product is
Types __________ ___________ ________
Further improved modern ads use humour as well as _________ _________ _________ ____________________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________
new and unusual ideas
to create something that has never been seen before
to surprise people
to make people forget that someone is trying to sell them something
Types __________ ___________ ________
Public ads help to increase public knowledge and _____ _________ _________ _________ _________ to encourage citizens to ________________ __________________ __________________ __________________ __________________ to educate the public ___________________ ___________________ ___________________
our society a better place for everyone
improving their neighbourhood, protecting the environment and helping other people
on fighting AIDS, saving water, helping the poor, giving up smoking
make
participate in
Features
Purposes
Problems
Examples are usually used to help readers understand the writer’s ideas more easily and clearly. Several good examples are used in this passage. Decide what the examples are for.
1. For example, it could be “Shanghai Sewing Machines”, or “Tsing Tao Beer Corporation”.
A. To show what classic advertisements looked like
B. To show two cities where the best products were made
C. To show the sewing and beer industry’s development then
2. For example, some advertisements may suggest that buying a car can make you free.
A. To show how competitive the advertising industry is
B. To show how car companies are selling their products
C. To show how advertisements use creative ideas to sell things
3. For example, there are public advertisements, which encourage citizens to participate in … and helping other people.
A. To show why people make contributions to society
B. To show the contributions public advertisements make
C. To show how citizens are involved in public affairs
举例挺观点，说服力尽显
Textual knowledge
“观点—举例”语篇模式是最常见的语篇模式之一。这个模式在结构上一般可分为两部分：第一部分表明观点，第二部分通过举例来支持所阐述的观点。从观点到举例部分通常会采用衔接过渡词句。
“观点—举例”模式常用的组篇词汇有：for example, for instance, a case in point, etc, evidence, such as, take an example, typical, confirm等。
作者表达观点
作为衔接过渡，转到举例部分
再次强调了自己的观点
Read the passage and decide whether the following statements are true (T) or false (F).
1. Classic advertisements used to tell people more about their products but little about the companies’ locations.
2. Modern advertisements can still stand out easily by spending a lot of money on visually attractive design.
3. The concept of freedom, success, happiness can all be used by advertisers to sell products.
4. Public advertisements play an important role in educating the public about environmental, social and health issues.
Answer the questions.
1. What does a classic advertisement look like
A classic ad gives information about a product and very often it includes the name of a company, part of which might include the name of the place from which the product originated.
2. Why do modern advertisements have to attract the attention of the public
Because people are used to seeing a high standard of visual design, and products and services are in direct competition with each other.
3. What concepts and ideas are often used in modern advertisements
They use the concept of freedom, and other common ideas include happiness, wealth and success.
4. What do advertisers do to make people forget the selling purpose of advertisements
Advertisers use humour and unusual ideas to surprise people.
5. How has the government used advertisements 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.
Use the diagram to talk about what you have learnt about advertising.
1. What has been the driving force for development of advertisement
2. What does the title “The Advertising Game” mean to you
Complete the sentences using the correct form of the phrases below.
originate from link with consist of
participate in combine…with
You should try to __________ exercise ________ a healthy diet.
The advertising team ________________ people from different areas.
combine with
consists of
originate from link with consist of
participate in combine…with
3. The idea of the advertisement was ________________ a film.
4. I don’t like any activity _______________ commercial purposes.
5. I’d like to _______________ neighbourhood activities, but I don’t have time.
originated form
linked with
participate in
Bring one of your favourite advertisements to the classroom. Explain why you like it and how you would like to make it even better.
