北师大版（2019）选择性必修第二册 Unit 6The Media Lesson 3 The Advertising Game 课件(共38张PPT)

(共38张PPT)
Unit 6 THE MEDIA Lesson 3（3课时）
单词预习检测 —— 英汉互译
1. 广告 n __________
2. 自由 n __________
3. 科技的；技术的 adj _________
4. 把……设置(在)；使……坐落（于）v __________
5. 补坐落于；位于 adj __________
6.适合的；适宜的 adj _________
7. 吸引；引起（……的兴趣） v __________
8. 补吸引力；景点 n __________
freedom
technological
locate
located
suitable
attract
attraction
advertisement
导
20mins
单词预习检测 —— 英汉互译
9. 由……构成；由……组成 __________
10. 预算 n __________
11. 视觉的；视力的 v __________
12. （使）结合；（使）组合 v __________
13. 连接；联系 v __________
14. 利润；收益 n __________
15. 参与；参加 v __________
16. 补参与；参加 n __________
budget
visual
combine
link
consist of
profit
participate
participation
单词预习检测 —— 英汉互译
17. 社区；街坊 n ____________
18. 赞助；资助；发起 v __________
19. fundamental adj __________
20. agency n ____________
21. commercial adj __________
22. 补commerce n __________
23. originate v __________
24. sew v __________
sponsor
起源；发源；创立
基础的；根本的；十分重大的
代理处；经销处
商业的
商业；贸易
缝；缝合；缝补
neighbo(u)rhood
单词预习检测 —— 英汉互译
25. advertiser n __________
26. boost n __________
petitive adj __________
28. genuinely adv __________
29.补genuine adj _________
30. anticipate v __________
31. 补anticipation n __________
32. welfare n __________
广告商
竞争性的；有竞争力的
真正地；真诚地
真的；名副其实的；真心的；真诚的
激励；帮助；增长
预期；预料；期待
预期；预料；期待
幸福；福利
Have you ever bought anything as a result of seeing, hearing or reading advertisements 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 idea the design
What is your attitude towards advertisements How are you or people around you influenced by advertisements
The passage below is about advertising. Skim through the passage. What is it mainly about
a. Different types of advertisements
b. The development of advertisements
c. Different attitudes towards advertisements
What is the text type of this passage What helped you identify the text type
Identifying Text Types
You can identify the text type based on the following information:
titles (e.g. A sea Story, A Medical Pioneer);
Skill Builder
根据文章的标题推测语篇类型。例如，“A SEA STORY” 可能是一篇记叙文；“A MEDICAL PIONEER”则可能是一篇描写文；而“THE ADVERTISING GAME”可能是一篇说明文。
text structures (e.g. time order, argument and supporting details);
通过寻找段落主题句或关键词的方法来确定语篇类型。在本文中，我们从The advertising industry started with ..., Classic advertisements used to give information ..., For many of today’s advertisers ... 这些关键信息中发现文章按照时间顺序介绍广告的发展历程。
typical expressions (e.g. once upon a time, in conclusion).
关注一些典型表达。说明文最大的特点是内容科学、结构条理、语言严密，它往往通过下定义、举例子、列数字、打比方等说明方法进行阐述。这些方法可以从一些典型表达中看出，如：known as, that is, for example等。在本文第四段中，作者通过举例子的方法说明现代广告是设计和创意的综合体；最后一段，作者采用相同手法举例说明公益广告这种非营销性质的广告对社会的贡献。我们通过锁定关键词For example可快速识别。
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.
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 advisements used to give information about finding certain products.
Activity 1 思 10mins
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.
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
finding
certain
products
what the company sells, where they are located and the name of the product
products and services are in direct competition with each other
Activity 2 20mins
Types __________ ___________ ____________
Modern ads consist of _________ _________ _________ apply _________________________________ to show people ___________ ___________ ___________ to make ads ___________ ___________ not enough to __________
pictures or words from experts
modern design techniques
how good the product is
visually attractive
be noticed
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 ___________
___________
___________
___________
___________.
the highest standard of design
ways
in a world of competitive advertising
effective
creative
freedom, happiness, wealth and success
they “must have the product”
how attractive the idea linked with the product is
Types __________ ___________ ________
Further improved modern ads use humour as well as _________ _________ _________ _________ ________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________ ______________
new and unusual ideas
to create something that has never been seen before
to surprise people
to make people forget that someone is trying to sell them something
Types __________ ___________ ________
Public ads help to increase public knowledge and _____ _________ _________ _________ _________ to encourage citizens to __________________ __________________ __________________ __________________ __________________ to educate the public ___________________ ___________________ ___________________
our society a better place for everyone
improving their neighbourhood, protecting the environment and helping other people
on fighting AIDS, saving water, helping the poor, giving up smoking
make
participate in
Features
Purposes
Problems
Examples are usually used to help readers understand the writer’s ideas more easily and clearly. Several good examples are used in the text. Decide what the examples are for.
1. For example, it could be “Shanghai Sewing Machines”, or “Tsing Tao Beer Corporation”.
A. To show what classic advertisements looked like
B. To show two cities where the best products were made
C. To show the sewing and beer industry’s development then
Activity 3 8mins
2. For example, some advertisements may suggest that buying a car can make you free.
A. To show how competitive the advertising industry is
B. To show how car companies are selling their products
C. To show how advertisements use creative ideas to sell things
3. For example, there are public advertisements, which encourage citizens to participate in ... and helping other people.
A. To show why people make contributions to society
B. To show the contributions public advertisements make
C. To show how citizens are involved in public affairs
举例挺观点，说服力尽显
Textual knowledge
“观点—举例”语篇模式是最常见的语篇模式之一。这个模式在结构上一般可分为两部分：第一部分表明观点，第二部分通过举例来支持所阐述的观点。从观点到举例部分通常会采用衔接过渡词句。
“观点—举例”模式常用的组篇词汇有：for example, for instance, a case in point, etc, evidence, such as, take an example, typical, confirm等。
作者表达观点
作为衔接过渡，转到举例部分详细说明了公益广告可以为社会做出的贡献
再次强调了自己的观点
Read the passage and decide whether the following statements are true (T) or false (F).
1. Classic advertisements used to tell people more about their products but little about the companies’ locations.
2. Modern advertisements can still stand out easily by spending a lot of money on visually attractive design.
3. The concept of freedom, success, happiness can all be used by advertisers to sell products.
4. Public advertisements play an important role in educating the public about environmental, social and health issues.
Activity 4 12mins
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
Activity 5 10mins
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
Used to and would
Find the examples of used to and would in the passage and understand their usage. Think the two questions: Did the people do these things regularly or just once Do they still do them now
思 10mins
Advertising agencies would create a basic type of advertisement known as a commercial advertisement.
Classic advertisements used to give information about finding certain products.
From the name you would know what the company sells, where they are located, and the name of the product.
regularly; not now
Advertising agencies used to create this kind of advertising and it could be very effective.
Ideas that would work in the past genuinely are not as effective now.
These advertisements have helped to increase public knowledge about topics that used to be ignored by most people.
regularly; not now
used to & would均可表示过去经常进行而现在不再进行的动作。
eg I used to live with my grandparents, but I have my own home now.
On summer evenings they would sit out in the garden.
【注意】used to的否定形式为: used not to / usedn’t to
或 didn’t use to (更常见)
相同点
Complete the sentences with used to / didn’t use to or would / wouldn’t. In some cases, both used to and would are possible.
1. We _____________ live in a small town but last year we moved to a big city.
2. My primary school teachers _____________ give us any homework but they _____________ teach us a lot in class.
Activity6议10mins
3. Harrison Ford _____________ accept the strangest jobs before he became an actor.
4. I ____________ like seafood, but now I just love it.
5. Mr Smith ______________ watch tasteless TV talk shows all day before he lost his sight.
6. When I was a child, we _____________ live near the coast.
展+评5mins
谁展示？
谁点评？
谁补充？
谁纠错？
谁提问/质疑？
我展示！
我点评！
我补充！
我纠错！
敢于质疑并且其他同学积极踊跃地为其解答
？
Activity 5
Complete the sentences with used to / didn’t use to or would / wouldn’t. In some cases, both used to and would are possible.
1. We _____________ live in a small town but last year we moved to a big city.
2. My primary school teachers _____________ give us any homework but they _____________ teach us a lot in class.
used to
would
wouldn’t
展 10mins
3. Harrison Ford _____________ accept the strangest jobs before he became an actor.
4. I ____________ like seafood, but now I just love it.
5. Mr Smith ______________ watch tasteless TV talk shows all day before he lost his sight.
6. When I was a child, we _____________ live near the coast.
used to
didn’t use to
used to / would
used to
★ used to 表示过去的习惯性动作或状态，现在已不存在，后跟动词原形。如：
You don’t come to see me like you used to.
★ be (get) used to “习惯于……”，to为介词，后跟名词、代词或动词-ing形式。如：
The astronaut was used to the condition of weightlessness.
I found the job tiring at first but I soon got used to it.
I am used to travelling by air.
used to, be (get) used to & use…to
链接
★ use … to“用……做……”，后跟动词原形。其被动式为be used to do sth，相当于be used for (doing) sth。如：
We use knives to cut things.
Knives are used to cut things.
How can you use my book for covering the pot
The money he raised was used to set up a library for the town.
Translate the following sentences into English.
1. 我以前是一名老师，现在我在一家银行上班。
________________________________________
2. 以前人们都来探望他。
________________________________________
3. 这些动物被用来做试验。________________________________________
________________________________________
4. 我不习惯午饭吃这么多。
________________________________________
I used to be a teacher, but now I work in a bank.
People used to / would come and visit him.
These animals are used to do experiments / for (doing) experiments.
I’m not used to eating so much at lunchtime.
检 10mins