北师大版（2019）选择性必修 第二册Unit 6 The Media Lesson+3The advertising game课件(共51张PPT)

(共51张PPT)
新北师大版高中英语选择性必修二Unit6 The Media
Lesson3 The Advertising Game
Have you ever bought anything as a result of seeing, hearing or reading advertisements
the product name
the name of a company
words of experts
Warming-up
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”.
the design
the concept of freedom
the unusual idea
humorous language
pictures or images
the design
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
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。
Language Points
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。
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”。
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。
1.suitable adj.合适的，适宜的
be suitable for 适合于……
be suitable to do sth 适合做某事
suit v. 适合
suit one's needs 符合某人的需要
反
unsuitable adj. 不合适的，不适当的
There will be displays throughout the festival, which are ________ (suit) for anyone aged ten and over.
要找个对每个人都合适的时间很困难。
→It’s difficult to find a time that _____________________(suit).
→It’s difficult to find a time that _____________________(suitable).
suitable
suits everybody
is suitable for everybody
2.attract vt.吸引
attract one's attention 引起某人的注意 =
draw one's attention
adj.
attractive adj. 吸引人的，有魅力的
n.
attraction n. 吸引；吸引力；吸引人的事物
adv.
attractively adv. 有魅力地，有吸引力地
be attractive to ... 对……有吸引力
a tourist attraction 旅游景点
作“名胜，吸引人之物”讲是可数名词；而作“魅力，吸引 力”讲是不可数名词
As one of the most ________ places, Mount Wuyi _______ millions of tourists each year, and one of its most famous tourist __________ is the Nine Bend River.(attract)
attractive
attracts
attractions
3.consist of 由……构成
(没有被动语态，也不用于进行时)
= be made up of 由……组成
= be composed of 由……组成
这支医疗队是由5名医生和10名护士组成的。
③The medical team _____________ five doctors and ten nurses.
④The medical team_________________________ five doctors and ten nurses.
= __________________________________________________(make up)
consists of
is made up of/ is composed of
Five doctors and ten nurses make up the medical team.
consist in(＝lie in) 存在于，在于
consist with（=be consistent with）与……一致
adj.
consistent adj. 一致的
n.
consistency n. 一致性，同一性
①The beauty of the city consists _____ its magnificent buildings.
②The United Kingdom consists _____ Great Britain and Northern Ireland.
③It took them three days to complete the project __________(consist) of three complicated procedure.
④More often than not, what the stubborn does consists ______ what he says.
⑤The results are entirely ___________(consist) with our earlier research.
in
of
consisting
with
consistent
4.competitive adj.竞争性强的，有竞争力的
compete in 参加……比赛
compete for 为争取……而竞争
④As the youngest __________, I had to ___________ the writing contest _________ 20 other top students _____ the annual writing award. I must be very ___________to be the winner.
作为最小的参赛者, 我必须和另外20名顶尖的学生在写作比赛中竞争以获得年度写作奖。要成为获胜者, 我必须有很强的竞争力。
competitor
compete in
against/with
for
competitive
5.combine vi.& vt.(使)结合，(使)组合
combine sth with sth 把某物与某物结合起来
combine to do sth 联合起来做某事
n.
combination n. 结合，联合；结合体
in combination with ... 和……相结合
The new treatment can be used either alone or in combination with the traditional one.
Technological innovation, __________(combine) with good marketing, will promote the sales of these products.
combined
6.link
vt. 把……联系起来
n. 联系，关联
link up 联合，连接
link up with 与……连接，联合
link ...to/with 将……与……联系/连接起来
A chain is no stronger than its weakest link. ［谚］一环薄弱，全链易断。
①The relationships you develop now will probably be lined _______ the ones you value later, so be wise about the people who you invest yourself in.
②_________ (link) arms with one of the instructors, I helped carry the young man out of the water.
③Detectives have linked the break in ______ a similar crime in the area last year.
to/with
Linking
to/with
7.fundamental adj. 根本的；基本的；基础的
n. (常用复数)基本规律/原理，根本法则
the fundamentals of mathematics 数学基本原理
commercial adj. 商业的，商务的
n. 商业广告
commerce n. 商业，贸易 =trade
originate vt. 创始，创造
词根
origin n. 起源，起因；出身，血统
original a.原始的；最初的；独创的；新颖的
originally adv.最初，起初；本来
originality n. 独创性，创意；创造力
locate vt. 位于；找出……的准确位置
be located in/at 位于……
（1） The Great Wall, with a history of more than two thousand years, __________ (locate) in northern China.
（2）_________ (locate) where the Belt meets the Road，Jiangsu will contribute more to the Belt and Road construction.
is located
Located
8.sew v. 缝，缝纫，缝补
过去式：
过去分词:
sewed
sewed/sewn
9.budget n. & v.
（1）n. 预算
on a（tight）budget 节省地，控制预算地
within/over budget 在预算内/ 超出预算
have large budgets 预算充足
They have rebuilt the old church located at the foot of the mountain on a tight budget. 他们在预算紧张的情况下重建了山脚下的教堂。
（2）vi. & vt. 把……编入预算
It is said that the company will budget $2 billion to advertise their products to enhance their reputation.
据说该公司将拨出20 亿美元的预算用于为其产品做广告，以提高其声誉。
10.boost
v. 促进，推动
n. 增长，向上一推
Each “like” boosts my confidence.
When I was feeling down, talking to my mother always gave me a boost.
booster n.加强剂量；助推器
anticipate vt. 预期，预料
anticipate doing sth. 期望做某事
We anticipate/ look forward to hearing from you again.
anticipation n. 预料，预期；预感；预知；盼望，希望
11.participate vi. 参加，参与
participate with sb in sth 与某人分担某事；同某人参与某事
participation n. 参与；分担
participant n. 参加者
不一样的“参加”：
（1）participate in/take part in the sports meeting/the tournament 参加运动会/ 锦标赛
（2）join the army/League/Party 参军/ 入团/ 入党
（3）attend the meeting/ceremony/wedding 出席会议/ 出席仪式/ 参加婚礼
（4）attend school/class 上学/ 上课