北师大版（2019）选修二Unit 6 The Media Lesson 3 The Advertising Game课文及练习讲解课件(共40张PPT)

(共40张PPT)
UNIT 6 The Media
Lesson 3 The Advertising Game
课文讲解
1.Pair work Have you ever bought anything as a result of seeing, hearing or reading advertisements
Active and share
因为，由于
Buick—your key to a better life and a better world.
— Buick
Apple thinks different.
— Apple
The choice of a new generation.
— Pepsi
Good teeth, good health.
— Colgate
Do you know other classical advertising slogans
What makes an advertisement attractive
the product name
产品名称
the name of a company
某公司的名称
words of experts
专家的话
humorous language
幽默的语言
the concept of freedom
自由的概念
pictures or images
图片或意象
the unusual idea
不寻常的想法
the design
设计
Read and explore
2.The passage below is about advertising. Skim through the passage.What is the passage mainly about
a. Different types of advertisements
b. The development of advertisements
c. Different attitudes towards advertisements
3.What is the text type of this passage What helped you identify the text type
v. 认出，识别；查明，确认；发现
Identifying Text Types
You can identify the text type based on the following information:
titles (e.g. A Sea Story, A Medical Pioneer);
text structures (e.g time order, argument and supporting details);
typical expressions (e.g. once upon a time, in conclusion).
Skill Builder
4.Pair Work. Underline the main idea of each paragraph. Then compare with a partner.
与某人比较
The Advertising Game
广告竞赛
Para.1
The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them.
广告业的根本目的是向潜在消费者推销商品。
Advertising agencies would create a basic type of advertisement known as a commercial advertisement.
广告代理公司创造出一种基本的广告形式，也就是我们所熟知的商业广告。
Such advertisements have gone through a process of change over the years along with social, economic technological developments.
与社会、经济和技术发展过程同步，多年来这些广告经历了一个变化的过程。
go through遭受,经历;仔细察看,检查;(法律、合同等正式)通过；复习；重复
Para.2
Classic advertisements used to give information about finding certain products.
以前，经典的广告会给出识别产品的信息。
It was likely to be the name of a company, part of which might include the name of the place from which the product originated.
这些信息可能是公司名，其中一部分可能包含产品的原产地。
used to表示过去经常性或习惯性的动作或状态现在已经结束，would则表示有可能再发生。
(1)It is likely to do /that...可能……
sb. /sth. be likely to do sth. 某人/某物有可能做某事
(2)其他表示“……可能……”的句型：
It is probable that...
It is possible that...
It is possible for sb. to do sth.
注意：likely的主语可以是人，也可以是物；而possible，probable的主语只能为it。
For example, it could be “Shanghai Sewing Machines”, or“Tsing Tao Beer Corporation”.
比如，“上海缝纫机厂”或“青岛啤酒公司”。
From the name you would know what the company sells, where they are located, and the name of the product.
一看名字，你就知道这些公司销售的具体产品、所在地点以及产品名称。
Para.3
Advertising agencies used to create this kind of advertising and it could be very effective.
广告代理公司过去常制作这种广告，而且效果很好。
But then they realised that it might not be suitable for a marketplace where products and services are in direct competition with each other.
但后来他们意识到，在产品与服务直接竞争的市场上，这种广告类型可能不太适合。
be suitable for/to 适合于
Particularly now, in modern times, advertisements need to attract and hold the attention of the public.
特别是在当代社会，广告需要吸引、保持公众的注意力。
For this reason, it's now normal to see advertisements that consist of pictures or words from experts to show people how good the product is.
因此，现在的广告常常引用专家的图片、文字，向人们展示产品有多棒。
in particular 尤其，额外，为介词短语，位于句末。particular adj. 尤其的，特别的
?consist of 由……组成，没有被动语态且不用于进行时。
Others try to create advertisements that people simply enjoy looking at.
还有一些广告代理公司尝试制作具有观赏性的广告。
As present-day advertisers often have large budgets, huge mounts of money are spent on applying modern design techniques to make these advertisements as visually attractive as possible.
现在的广告客户通常预算充足，他们会花大笔的钱采用现代设计技术，让广告更具视觉吸引力
However, even this is often not enough to be noticed in a modern city.
然而，即便是这种广告方式在现代城市中也不足以引起消费者的注意。
separate sth from sth 把……与……区别开来
Para.4
Because of the boost in advertising, people are used to seeing a high standard of visual design.
因为广告业的迅速发展，人们早已对那些高水准的视觉设计习以为常。
Modern advertisements need something else to separate them from their competitors.
现代广告需要另外一些东西，以便将它们与其他竞争者区别开来。
stand out 突出；出色
stand for 主张，代表；容忍
shand by 袖手旁观
combine…with… 把……与……结合起来
in combination with 与……联合起来
To stand out in a world of competitive advertising, they must combine the highest standard of design with creative ways to make people believe that they“must have the product”.
为了在竞争激烈的广告界凸显出来，他们必须将最高水准的设计与创造性的方法结合起来，使人们确信他们“必须购买这种产品”。
For example, some advertisements may suggest that buying a car can make you free.
例如，一些广告可能会暗示买车能让你自由。
That is, they use the concept of freedom to sell the car. Other common ideas include happiness, wealth and success.
也就是说，广告代理公司借用自由的概念销售汽车。其他常见概念销售包括幸福、财富和成功。
In fact, in the world of advertisements, such content is as old as advertising itself.
事实上，这些概念和广告业一样历史悠久。
Para.5
For many of today's advertisers, repeating old ideas is not a successful approach.
对很多今天的广告商而言，重复过去的广告并不会获得成功。
Ideas that would work in the past genuinely are not as effective now.
过去的确可行的想法，放到现在并不一定有效。
They realise that it does not matter how attractive the idea linked with the product is — most people know anticipate that the main purpose of the advertisement is to make customers buy the product.
他们意识到与产品关联的概念有多么吸引人并不重要——大多数人都明白，广告的主要目的就是让客户购买产品。
linked... with...把......与......连接起来
Instead, these advertisers look for other ways to make people notice their products.
于是，广告商转而通过打广告，让更多的消费者注意到自己的产品。
The top advertisers of today believe that using humour as well as new and unusual ideas to surprise people is important.
当今顶级广告商认为广告要用幽默、新颖、奇特的创意给人们带来惊喜。
Their aim is to create something that has never been seen before and that people find interesting. By doing this, they hope to make people forget that someone is trying to sell them something.
他们的目的是创造一些人们从未见过的东西，从而让人们觉得有趣，进而让消费者忘记有人在试图向他们推销商品！
当先行词为不定代词时，定语从句关系代词只用that,做宾语可以省略
Para.6
However, not all advertising is about selling products and services for a profit. Some advertisements nowadays aim to make a contribution to society and welfare.
然而，并非所有的广告都是以盈利为目的销售产品与服务，现在还有一些广告的目的在于为社会和福利作贡献。
not all为部分否定,意为“并非都”。
aim to do sth.旨在做某事
For example, there are public advertisements, which encourage citizens to participate in improving their neighbourhood, protecting the environment, and helping other people.
比如公益广告，它鼓励市民参与改善社区、保护环境和帮助他人的活动。
participate in (doing) sth. 参加(做)某事
encourage sb. to do sth 鼓励某人做某事
Over the last decade, the government has sponsored advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking,etc.
过去的十多年里，政府赞助了一些公益广告，教育公众防治艾滋病，呼吁民众节约用水、帮助贫困人口、戒烟等。
These advertisements have helped to increase public knowledge about topics that used to be ignored by most people, and this has made our society a better place for everyone.
这些广告帮助公众增强对以往被忽视话题的公共认知，也让我们的社会更加美好。
3.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.
这是一篇解释性的文章。它按时间顺序介绍了广告的发展，它包含了大量的时间解释和例子。
v.包含，含有
5
Read the whole plete the table. Then write three headings that can categorise the information in the first row.
Types
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
Features
Purposes
Problems
finding certain products
what the people sells, where they are located and the name of the product
products and services are in direct competition with each other
pictures or words from experts
modern design techniques
how good the product is
visually attractive
be noticed
将......分类
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
Further improved modern ads use humour as well as
Features
Purposes
Problems
the highest standard of design
creative ways
freedom, happiness, wealth and success
in a world of competitive advertising
they “must have the product”
effective
how attractive the idea linked with the product is
new and unusual ideas
to surprise people
to creat something that has never been seen before
to make people forget that someone is trying to sell them something
Public ads help to increase public knowledge and to encourage citizens to to educate the public
Types
Features
Purposes
Problems
make our society a better place for everyone
participate in improving their neighbourhood, protecting the environment and helping other people
on fighting AIDS, saving water, helping the poor, giving up smoking
6
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, give up smoking, etc.
7
Use the diagram to talk about what you have learnt about advertising.
The Advertising Game
Classic ads
Modern ads
Driving force
Further improved modern ads
Improved modern ads
Public ads
8
Pair Work. Think and share.
1. What has been the driving force for the development of advertisements
2. What does the title “The Advertising Game” mean to you
9
Complete the sentences using the correct form of the phrases below.
originate from / link with / consist of / participate in / combine ... with
1. You should try to _________ exercise ______
a healthy diet.
2. The advertising team _____________ people from different areas.
combine
with
consists of
3. The idea of the advertisement was _________
a film.
4. I don’t like any activity _______________ commercial purpose.
5. I’d like to ________________ neighbourhood activities, but I don’t have time.
originated
from
linked with
participate in
10-12题在语法课件上
Thank you !