北师大版（2019）选择性必修第二册Unit 6The Media Lesson 3 The Advertising Game 课件(31张ppt)

(共31张PPT)
Lesson3
The Advertising Game
Have you ever bought anything as a result of seeing, hearing or reading advertisements
Think and Share
the product name
the name of a company
words of experts
the design
the concept of freedom
the unusual idea
humorous language
pictures or images
the design
a. different types of advertisements
b. the development of advertisements
c. different attitudes towards advertisements
Read for understanding
The passage is about advertising. Skim through the passage. What is it mainly about
It introduces the development of advertisements in the order of ______.
time
Read again and underline the main idea of each paragraph.
Read for understanding
Para.1
The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them.
基本的
Para.2
Classic advisements used to give information about finding certain products.
经典的
Para.3
Particularly now, 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.
Para.4
分离
竞争者
Ideas that would work in the past genuinely are not as effective now.
Para.5
真正地
Para.6
However, not all advertising is about selling products and services for a profit.
利润，收益
Read for details
Para.1
1. Advertising agencies would create a basic type of advertisement known as a _________________________.
2. Such advertisements have changed over the years with _________, ________,_______________ developments.
commercial advertisement
商业广告
social
economic
technological
经济的
Read for details
Para.2
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.
originate from… 起源自……
Read for details
Para.2
2. What information we would know from the name of the classic advertisements
what the company sells, where they are located and the name of the product
locate v. 位于
classic advertisements
Read for details
Para.3
1. Why do modern advertisements have to attract the attention of the public
Because they need to adapt to a marketplace where products and services are in diect competition with each other.
适应
市场
竞争
Read for details
Para.3
2. How do modern advertisements attract the attention of the public
They consist of pictures or words from experts.
They are visually attractive.
(Present-day advertisers apply modern design techniques to make these advertisements as visually attractive as possible.)
由……构成
视觉吸引力
apply v. 应用
modern
advertisements
Read for details
Para.4
1. Why do modern advertisements need something else to separate them from their competitors
Because of the boost in advertising, people are used to seeing a high standard of visual design.
增长
be used to doing sth. 习惯于做某事
视觉的
Read for details
Para.4
2. How do modern advertisements do to separate them from their competitors
They combine the highest standard of design with creative ways to make people believe that they “must have the product”.
combine A with B 把A与B结合
Read for details
Para.4
3. Choose the concepts that may be included in modern advertisements.
概念
A. freedom
B. happiness
C. wealth
D. success
E. violence
F. depression
Improved modern
advertisements
Read for details
Para.5
What do advertisers do to make people forget that someone is trying to sell tem something
They use humour as well as new and unusual ideas to surprise people.
Further improved modern
advertisements
Read for details
Para.6
1. What are the aims of public advertisements
They aim to encourage citizens to participate in improving their neighbourhood, protecting the environment, and helping other people.
参与
Read for details
Para.6
2. How has the government used advertisements in the last decade
Public advertisements
The government has sponsored advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.
赞助
Purposes
Disadvantages
Summary
Classic ads Give information about________________________ To tell people ___
_______________
_______________
_______________
_______________ Not suitable when _______________
_______________
_______________
Not attractive
Modern ads Consist of______
______________ Apply _________
______________ To show people
_______________ _______________ To make ads_____
_______________ Not enough to ___________
pictures
or words from experts
modern
design techniques
what the company sells,
where they are located and the name of the product
how good the product is
visually attractive
products and services
are in direct competition
with each other
certain products
be noticed
finding
Improved modern ads Combine _____________
_____________with ____________ Use concepts including _____________
_____________
To stand out ___
_______________
_______________
_______________ To make people believe that
________________
________________ Repeating old ideas
Not __________
It does not matter_
________________
________________
________________
freedom,happiness, wealth and success
effective
they “must” have the product
the highest standard of design
creative ways
in a world of competitive
advertising
how attractive the ideas linked with the product is
Further improved modern ads Use humour as well as
________________________
________________________ _______________
_______________
_______________ _______________
_______________
_______________
_______________
To create sth. that has never been seen before
To make people
forget that sb. is
trying to sell them
sth.
new and unusual ideas
To surprise people
Public ads Help to increase public knowledge and ___________
______________
______________
______________
To encourage citizens to ______________________________ ______________________________
______________________________
______________________________ To educate the public
______________________________
______________________________
participate in improving their neighorhood, protecting the environment and helping other people .
make our
society a better place for everyone
on fighting AIDS, saving water, helping the poor, giving up smoking, etc.
Features
Purposes
Disadvantages
Use the diagram to talk about what you have learnt about advertising.
Read for expressing
？
Such advertisements have gone through a process of change over the years along with social, economic, technological developments.
What is the driving force for the development of ads
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
Exercise
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
Homework
Bring one of your favourite advertisements to the classroom. Explain why you like it and how you would like to make it even better.
Thank you