北师大版（2019）选择性必修 第二册Unit 6 The Media Lesson 3 The Advertising Game精品课件(共29张PPT)

(共29张PPT)
Unit 6 The Media
THE ADVERTISING GAME
Reading (1)
Have you ever bought anything as a result of seeing, hearing or reading advertisements
Activate and share
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 ideas the design
Activate and share
Skim through the passage.
What is it mainly about
a Different types of advertisements
b The development of advertisements
c Different attitudes towards advertisements
Read and explore
What is the text type of this passage
What helps you identify the text type
This is an explanatory text.
It introduces the development of advertisements in the order of time, and it contains lots of time explanations and examples.
Read and explore
You can identify the text types 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).
Read and explore
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 advertisements used to give information about finding certain products.
Read and explore
Underline the main idea of each paragraph. Then compare with a partner.
Para. 3:
Para. 4:
Modern advertisements need something else to separate them
from their competitors.
In modern times, advertisements need to attract and hold the
attention of the public.
Read and explore
Underline the main idea of each paragraph. Then compare with a partner.
Para. 5:
Para. 6:
However, not all advertising is about selling products and services
for a profit.
Ideas that would work in the past genuinely are not as effective now.
Read and explore
Read the whole plete the table.
Read and explore
Read the whole plete the table.
Types ___________ __________ __________
Classic ads give information about ________ _____________ to tell people_______ __________________ __________________ __________________ not suitable when ____________________________________
_____________
not attractive
certain products
finding
what the
company sells, where
they are located and
the name of the product
products and services
are in direct competition
with each other
Read and explore
Read the whole plete the table.
Types ___________ __________ __________
Modern ads consist of _________ _________________ apply ____________ __________ to show people _____________ _____________ to make ads _____________ not enough to ________
words from experts
pictures or
be noticed
modern design
techniques
how good the
product is
visually attractive
Read and explore
Read the whole plete the table.
Types ___________
Improved modern ads combine __________________________ with ___________
use concepts including __________________
________________
the highest standard of design
creative ways
freedom, happiness
wealth and success
Read and explore
Read the whole plete the table.
Types ___________
Improved modern ads to stand out _________________________
__________
to make people believe that ____________
______________
in a world of competitive
have the product
they must
advertising
Read and explore
Read the whole plete the table.
Types ___________
Improved modern ads repeating old ideas
not __________
it does not matter _______________________
_______________
how attractive the idea linked
effective
with the product is
Read and explore
Read the whole plete the table.
Types ___________ __________ _______
Further improved modern ads use humor as well as __________________ _______________ ______________________________________________ _______________________ _______________________ _________
new and unusual ideas
to surprise people
to create something that has
never been seen before
to make people forget that
someone is trying to sell them
something
Read and explore
Read the whole plete the table.
Types ___________ __________ __
Public ads help to increase public knowledge and __________ ____________________________ to encourage citizens to ________________ ________________________________________________________________________ to educate the public ___________________ __________________________________
society a better
place for everyone
make our
participate in
improving their neighborhood, protecting
the environment and helping other people
on fighting AIDS, saving
water, helping the poor, giving up smoking
Read and explore
Write three headings that can categorize the information in the top line.
Features
Purposes
Problems
Read and explore
Answer the questions.
1. What does a classic advertisement look like？
2. Why do modern advertisements have to attract the attention to the public
3. What concepts and ideas are often used in modern advertisements
4. What do advertisers do to make people forget the selling purposes of advertisements
5. How has the government used advertisements in the last decade
Read and explore
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.
Read and explore
Answer the questions.
2. Why do modern advertisements have to attract the attention to 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.
Read and explore
Answer the questions.
3. What concepts and ideas are often used in modern advertisements
They use the concept of freedom, and other common ideas including happiness, wealth and success.
Read and explore
Answer the questions.
4. What do advertisers do to make people forget the selling purposes of advertisements
Advertisers use humour and unusual ideas to surprise people.
Read and explore
Answer the questions.
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.
Read and explore
Group work
Use the diagram to talk about what you have learnt about advertising to your group members.
The Advertising Game
Classic ads
Modern ads
Improved modern ads
Further improved modern ads
Driving force
Public ads
How to evaluate an advertisement
What do you think of advertisements Why
Group discussion
Voice out your ideas
How to evaluate an advertisement
Different aspects to evaluate the advertisement:
Pictures, words, music
New and unusual ideas / humor
The design
Your feeling
…
What do you think of advertisements Why
Nowadays, more and more advertisements appear in our daily life. People have different views on them. In my opinion, they have both cons and pros. On one hand, they can help customers know the goods better as well as offering some artistic enjoyment. On the other hand, customers may be cheated by the false advertisements on which they always waste a great deal of time.
Voice out your ideas
Homework
Retell the development of advertisements.
Finish the exercise on your handout.