北师大版（2019） 选择性必修第二册 Unit 6 The Media Lesson 3 The advertising game 课件（23张PPT）

(共23张PPT)
Unit 6 The Media
Lesson 3 The Advertising Game
Warming-up
Enjoy these advertisements.
Warming-up
Talk about why these advertisements attract you.
It’s attractive because the product name “佳洁士” has the meaning of “clean”.
Warming-up
It’s attractive because the name of the company makes me want to buy the best goods in “Bestbuy”.
Warming-up
The advertisement is attractive because it is very humorous.
Warming-up
This advertisement of cars is attractive, because it uses the concept of “freedom”.
Pre-reading
Have you ever bought anything as a result of seeing, hearing or reading advertisements What makes an advertisement attractive
While-reading
a Different types of advertisements
b The development of advertisements
c Different attitudes towards advertisements
Skim through the passage. What is it mainly about
This is an explanatory text (说明文).It introduces the development of advertisement in the order of time, and it contains lots of time explanations and examples.
Learn the Skill Builder and identify the text type of this passage.
While-reading
Para. 1: ________________________________________________
________________________________________________
________________________________________________
Para. 2: ________________________________________________
________________________________________________
Write down the main idea of each paragraph. Then compare with a partner.
The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them.
Classic advertisements used to give information about finding certain products.
While-reading
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.
While-reading
Types ___________ ___________ ___________
Classic ads give information about _________ ______________ to tell people ______ _________________ _________________ _________________ _________________ not suitable when
____________________
____________________
____________________
not attractive
Complete the table. Then write three headings that can categorise the information in the first row.
finding
certain products
what the company sells, where they are located, and the name of the product
products are services
are in direct competition with each other
While-reading
Features
Purposes
Problems
Types Features Purposes Problems
Modern ads consist of __________ __________________ apply _____________ __________________ to show people ________________ ________________ to make ads ________________ not enough to
____________
____________
While-reading
pictures or words from experts
modern design
techniques
visually attractive
be noticed in
a modern city
how good the
product is
Types Features Purposes Problems
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
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
While-reading
Types Features Purposes Problems
Further improved modern ads use humour as well as ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________
new and unusual ideas
create something that has never been seen before and that people find interesting
to surprise people
to make people forget that someone is trying to sell them something
While-reading
Types Features Purposes Problems
Public ads help to increase public knowledge and ____________ ________________ ________________ to encourage citizens to __________ _____________________________ _____________________________ _____________________________ to educate the public ____________ _____________________________ _____________________________
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, etc.
While-reading
1. What does a classic advertisement look like
2. Why do modern advertisements have to attract the attention of
the public
3. What concepts and ideas are often used in modern advertisements
4. What do advertisers do to make people forget the selling purpose
of advertisements
5. How has the government used advertisements in the last decade
Answer the questions.
While-reading
1. What does a classic advertisement look like
A classic advertisement gives information about finding a certain product.
It is likely to be the name of a company, part of which might include the
name of the place from which the product originates.
2. Why do modern advertisements have to attract the attention of the public
Because products and services are in direct competition with each other,
and people are used to seeing a high standard of visual design.
While-reading
3. What concepts and ideas are often used in modern advertisements
Concepts like freedom and ideas like happiness, wealth and
success are often used in modern advertisements.
4. What do advertisers do to make people forget the selling purpose
of advertisements
They use humour and new 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.
While-reading
Post-reading
Driving force
Use the diagram to talk about what you have learnt about advertising.
1. What has been the driving force for the
development of advertisements
2. What does the title “The Advertising Game”
mean to you
Think and share.
Post-reading
Assignment
Bring one of your favourite advertisements to the classroom. Explain why you like it and how you would like to make it even better.
Goodbye!