module9 unit5 Inside advertising (reading and language points)
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| 名称 | module9 unit5 Inside advertising (reading and language points) |  | |
| 格式 | rar | ||
| 文件大小 | 1.3MB | ||
| 资源类型 | 教案 | ||
| 版本资源 | 人教版（新课程标准） | ||
| 科目 | 英语 | ||
| 更新时间 | 2008-10-12 10:59:00 | ||
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课件38张PPT。advertisementadvertadadvertiseadvertiserUint 5 Inside advertisingJust do it.
只管去做。
（轩尼诗酒）Good to the last drop．
滴滴香浓，意犹未尽。
Obey your thirst．
服从你的渴望。
（麦斯威尔咖啡） Start Ahead. ???The lady wants hearts… and diamonds.
---- DiamondbillboardWalking advertisementCasual garmentInformal clothes we wear such as T-shirts, shorts, jackets, blouses.Pre-readingDiscuss each of the advertisements on Pages 42 and 43 in pairs.
1)?What does the advertisement want you to do?
Picture 1: It wants us to save water. Picture 2: It wants us to listen to the new radio. Picture 3: It wants us to buy the shoes. Picture 4: It wants us to buy their water. Picture 5: It wants people to protect environment. Picture 6 & 7: They remind us of road safety. Look at the subtitles and get the outline of the passageHow advertising worksWhat is an advertisement?How do advertisers make effective advertisementsHow effective are advertisementsIdentify your targetAppeal to your targetUse a suitable medium Introduction (where& why)Advertisements WHERE?On billboardsOn busesOn TVOn the radioIn train stationsIn newspapersIn magazinesAt the cinemaAt the airportEverywhereWhy do we need to understand how advertising works?IntroductionBecause so many messages from
advertisers fill our daily lives, we need
to understand how advertising works
so that we can be avoid being
controlled by them.With so many messages from advertisers filling our daily lives1. They pretended to be working hard all night _______________ (亮着灯).
2. ______________________________（作业完成后), we went to play basketball.with the lights onWith our homework over / finished3. What is an ad?
4. What are the means of advertising?
5. What can be advertisers?
6 Why do advertisers make and pay for the ads?
An advertisement is a message or announcement that informs or influences people.Words, pictures, music, film…Business, individuals, organizations, associationsTo inform or educate the publicStep 1: Identify your target (识别你的目标)What does target audience mean?
(2) What should be done after having identified the target audience?The people the advertisements intends to persuadeHaving identified the target group, researchers find out as much as possible about those in the target groupStep 2: Appeal to your target (迎合你的目标)How do advertisements persuade people to buy the products?By appealing to their hopes, dreams, emotions, desire. What techniques are usually used to appeal to the target groups? cut the price
make the ads funny
feature rich and famous people
make use of our conscience
make use of our desire to be successful and respected
use impressive slogans or pictures
……Discussion:Step 3: Use a suitable mediumWhat must advertisers consider in this decision?As well as worrying about the expense, advertisers must also consider which media are most appropriate for their product and which their target audience is most likely to see or hear采用合适的媒体How effective are ads?A.When the product is suitable for them.
B.If the product is unsuitable for peopleC.If the target audience is exposed to
ads constantly.
D.When the target audience come across
the ad only once.
Nowadays, advertisements__________ an important role in our daily life, so it’s necessary for us to understand ________ads work to avoid being controlled by them. Firstly, what advertisers usually try to do is to_______ the target, getting as much information as possible. Secondly, they often _______to our hopes and dreams or emotions. Thirdly, they must place their ads in the________ medium. Besides, it’s worthwhile to spend lots of money on the______ ads when there is a need for the product.Summaryplayshowidentifyappealsuitableeffective面对，暴露
偶遇
休闲服
变成
移动广告
传达信息
告知公众
识别目标
目示群体
换句话
打算说服
有意义be exposed tocome acrosscasual garmentsturn… into…walking advertisementscommunicate the messageinform the publicidentify the targetthe target audiencein other wordsintend to persuademake sense13.适应人们的生活
14.构成决策基础
15.迎合目标
16.一个新的无线电台
17.省钱的愿望
18.以有钱人和名人的为特色
19．抓住某人的注意力
20．成为有价值的公民的愿望
21.采用合适的媒体 fit into one’s life form the basis appeal to your target a new radio station the desire to save money feature rich and famous people grab the attention of sb the desire to be worthy citizens use a suitable medium22. 拥有大笔经费的大公司
23.最适合的
24.依靠视觉效果
25.对某种产品产生某种情感反应
26.没有用处
27.另一方面
28.随着时间的流逝a big corporation with a big budget be most appreciate for rely on visual effectsgenerate emotional responses to a product have no use for on the other hand over time1. inform = tell 通知
inform sb. (of/about sth.)
她通知他们他已经到达。
She informed them of his arrival.
inform (that clause)
他们得到了儿子阵亡的通知。
They were informed that their son was killed in battle.
be well informed about sth.
精通某事；对某事消息灵通2. worthy观察下列句子中worthy的用法:
His behavior is worthy of being praised.
他的行为是值得表扬的。
The film is worthy to be seen twice.
这部电影值得看两遍。
[点拨]worthy 为形容词，意为“有价值的，值得的”。
[联想]worth 常作形容词，“有某种价值的，值得的”；worthwhile 形容词，“值得花时间、金钱或精力的”。[拓展] be worthy of sth. 值得（应得）某事（物）；
be worthy to do 值得(配得上)干某事；
be worthy of being done 值得被做某事；
be worthy to be done 值得被做某事。
同义词worth的常用结构是be worth doing sth.或be worth sth.; 而worthwhile可以作定语。
如：a worthwhile job 值得做的工作翻译下列句子。
1. They will prove worthy of the Party’s trust.
2. He is worthy to have a place in the team.他们不会辜负党对他们的信任。
他配得上成为该队的队员。3. be appropriate for sth. / to do sth.
正式的聚会上穿牛仔裤不合适。
Jeans are not appropriate for a formal party.
现在发表演讲是不是时候？
Is now an appropriate time to make a speech?4. rely on = depend on 依靠,指望
他们现在依靠自己了，这比以前要好得多。
They rely on themselves now, which is much better.
你不能指望他的帮助。
You can’t rely on him for assistance.5. have no use for sb. 讨厌…人
我讨厌那些不努力的人。
I have no use for people who don’t make an effort.
have no use for sth. 不需要; 用不着 6. over time 随着时间的推移
随着时间的推移,失败的伤痛也会逐渐消失。
The pain of this failure will disappear over time.
起初他的父母不喜欢他的女朋友，但随着时间的流逝他们的看法渐渐发生变化。
At first his parents didn’t like his girlfriend, but their opinion has been changed over time. overtime (副词), 规定时间之外地;超时地
他最近老是加班。
He’s been working overtime recently.1. Buy our shoes and you’ll live an exciting life in the “fast lane”. (Reading Para.4)祈使句+and（or）+一般将来时的句子(有时也用祈使句)购买我们的运动鞋,你就能在“快车道”过上令人兴奋的生活．Do sth and/ or sb will do…
①Start out right away,??? you’ll miss the first train. (四川2006)???
and? B. but? C. or D. while
②Stand over there you’ll be able to see it better. （天津2004）
or B. while C. but D. And
③—English has a large vocabulary, hasn’t it?
—Yes._________ more words and expressions and you will find it easier to read and communicate. （上海2004）
Know B. Knowing C. To know D. Known
④Let’s keep to the point or we _______ any decisions. （全国I卷2004）
will never reach B. have never reached
C. never reach D. never reachedCDAA2. However, it would be no use advertising products on radio if the ad relies on visual effects. (Reading Para.7)但是如果一项产品的广告要依靠视觉效果，那么它在收音机里播出就毫无意义了．It is no use doing…【真题再现】
①Eugene’s never willing to alter any of his opinions. It’s no use ___ with him. （上海2006）
A. to argue B. arguing
C. argued D. having argued
②It is no _______ arguing with Bill because he will never change his mind. （全国III卷2006）
A. use B. help C. time D. way
BA3. However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them. (Reading Para.8)however+ adj. (adv)+主语+v. 结构一则广告无论制作得多么好，如果产品不合适，也不可能使人信服．【真题再现】
①This is a very interesting book. I’ll buy it, __________. （陕西2006）
how much may it cost
B. no matter how it may cost
C. however much it may cost D. how may it cost
②He tried his best to solve the problem, ____ difficult it was. （天津2005）
A. however B. no matter
C. whatever D. althoughＣＡ
只管去做。
（轩尼诗酒）Good to the last drop．
滴滴香浓，意犹未尽。
Obey your thirst．
服从你的渴望。
（麦斯威尔咖啡） Start Ahead. ???The lady wants hearts… and diamonds.
---- DiamondbillboardWalking advertisementCasual garmentInformal clothes we wear such as T-shirts, shorts, jackets, blouses.Pre-readingDiscuss each of the advertisements on Pages 42 and 43 in pairs.
1)?What does the advertisement want you to do?
Picture 1: It wants us to save water. Picture 2: It wants us to listen to the new radio. Picture 3: It wants us to buy the shoes. Picture 4: It wants us to buy their water. Picture 5: It wants people to protect environment. Picture 6 & 7: They remind us of road safety. Look at the subtitles and get the outline of the passageHow advertising worksWhat is an advertisement?How do advertisers make effective advertisementsHow effective are advertisementsIdentify your targetAppeal to your targetUse a suitable medium Introduction (where& why)Advertisements WHERE?On billboardsOn busesOn TVOn the radioIn train stationsIn newspapersIn magazinesAt the cinemaAt the airportEverywhereWhy do we need to understand how advertising works?IntroductionBecause so many messages from
advertisers fill our daily lives, we need
to understand how advertising works
so that we can be avoid being
controlled by them.With so many messages from advertisers filling our daily lives1. They pretended to be working hard all night _______________ (亮着灯).
2. ______________________________（作业完成后), we went to play basketball.with the lights onWith our homework over / finished3. What is an ad?
4. What are the means of advertising?
5. What can be advertisers?
6 Why do advertisers make and pay for the ads?
An advertisement is a message or announcement that informs or influences people.Words, pictures, music, film…Business, individuals, organizations, associationsTo inform or educate the publicStep 1: Identify your target (识别你的目标)What does target audience mean?
(2) What should be done after having identified the target audience?The people the advertisements intends to persuadeHaving identified the target group, researchers find out as much as possible about those in the target groupStep 2: Appeal to your target (迎合你的目标)How do advertisements persuade people to buy the products?By appealing to their hopes, dreams, emotions, desire. What techniques are usually used to appeal to the target groups? cut the price
make the ads funny
feature rich and famous people
make use of our conscience
make use of our desire to be successful and respected
use impressive slogans or pictures
……Discussion:Step 3: Use a suitable mediumWhat must advertisers consider in this decision?As well as worrying about the expense, advertisers must also consider which media are most appropriate for their product and which their target audience is most likely to see or hear采用合适的媒体How effective are ads?A.When the product is suitable for them.
B.If the product is unsuitable for peopleC.If the target audience is exposed to
ads constantly.
D.When the target audience come across
the ad only once.
Nowadays, advertisements__________ an important role in our daily life, so it’s necessary for us to understand ________ads work to avoid being controlled by them. Firstly, what advertisers usually try to do is to_______ the target, getting as much information as possible. Secondly, they often _______to our hopes and dreams or emotions. Thirdly, they must place their ads in the________ medium. Besides, it’s worthwhile to spend lots of money on the______ ads when there is a need for the product.Summaryplayshowidentifyappealsuitableeffective面对，暴露
偶遇
休闲服
变成
移动广告
传达信息
告知公众
识别目标
目示群体
换句话
打算说服
有意义be exposed tocome acrosscasual garmentsturn… into…walking advertisementscommunicate the messageinform the publicidentify the targetthe target audiencein other wordsintend to persuademake sense13.适应人们的生活
14.构成决策基础
15.迎合目标
16.一个新的无线电台
17.省钱的愿望
18.以有钱人和名人的为特色
19．抓住某人的注意力
20．成为有价值的公民的愿望
21.采用合适的媒体 fit into one’s life form the basis appeal to your target a new radio station the desire to save money feature rich and famous people grab the attention of sb the desire to be worthy citizens use a suitable medium22. 拥有大笔经费的大公司
23.最适合的
24.依靠视觉效果
25.对某种产品产生某种情感反应
26.没有用处
27.另一方面
28.随着时间的流逝a big corporation with a big budget be most appreciate for rely on visual effectsgenerate emotional responses to a product have no use for on the other hand over time1. inform = tell 通知
inform sb. (of/about sth.)
她通知他们他已经到达。
She informed them of his arrival.
inform (that clause)
他们得到了儿子阵亡的通知。
They were informed that their son was killed in battle.
be well informed about sth.
精通某事；对某事消息灵通2. worthy观察下列句子中worthy的用法:
His behavior is worthy of being praised.
他的行为是值得表扬的。
The film is worthy to be seen twice.
这部电影值得看两遍。
[点拨]worthy 为形容词，意为“有价值的，值得的”。
[联想]worth 常作形容词，“有某种价值的，值得的”；worthwhile 形容词，“值得花时间、金钱或精力的”。[拓展] be worthy of sth. 值得（应得）某事（物）；
be worthy to do 值得(配得上)干某事；
be worthy of being done 值得被做某事；
be worthy to be done 值得被做某事。
同义词worth的常用结构是be worth doing sth.或be worth sth.; 而worthwhile可以作定语。
如：a worthwhile job 值得做的工作翻译下列句子。
1. They will prove worthy of the Party’s trust.
2. He is worthy to have a place in the team.他们不会辜负党对他们的信任。
他配得上成为该队的队员。3. be appropriate for sth. / to do sth.
正式的聚会上穿牛仔裤不合适。
Jeans are not appropriate for a formal party.
现在发表演讲是不是时候？
Is now an appropriate time to make a speech?4. rely on = depend on 依靠,指望
他们现在依靠自己了，这比以前要好得多。
They rely on themselves now, which is much better.
你不能指望他的帮助。
You can’t rely on him for assistance.5. have no use for sb. 讨厌…人
我讨厌那些不努力的人。
I have no use for people who don’t make an effort.
have no use for sth. 不需要; 用不着 6. over time 随着时间的推移
随着时间的推移,失败的伤痛也会逐渐消失。
The pain of this failure will disappear over time.
起初他的父母不喜欢他的女朋友，但随着时间的流逝他们的看法渐渐发生变化。
At first his parents didn’t like his girlfriend, but their opinion has been changed over time. overtime (副词), 规定时间之外地;超时地
他最近老是加班。
He’s been working overtime recently.1. Buy our shoes and you’ll live an exciting life in the “fast lane”. (Reading Para.4)祈使句+and（or）+一般将来时的句子(有时也用祈使句)购买我们的运动鞋,你就能在“快车道”过上令人兴奋的生活．Do sth and/ or sb will do…
①Start out right away,??? you’ll miss the first train. (四川2006)???
and? B. but? C. or D. while
②Stand over there you’ll be able to see it better. （天津2004）
or B. while C. but D. And
③—English has a large vocabulary, hasn’t it?
—Yes._________ more words and expressions and you will find it easier to read and communicate. （上海2004）
Know B. Knowing C. To know D. Known
④Let’s keep to the point or we _______ any decisions. （全国I卷2004）
will never reach B. have never reached
C. never reach D. never reachedCDAA2. However, it would be no use advertising products on radio if the ad relies on visual effects. (Reading Para.7)但是如果一项产品的广告要依靠视觉效果，那么它在收音机里播出就毫无意义了．It is no use doing…【真题再现】
①Eugene’s never willing to alter any of his opinions. It’s no use ___ with him. （上海2006）
A. to argue B. arguing
C. argued D. having argued
②It is no _______ arguing with Bill because he will never change his mind. （全国III卷2006）
A. use B. help C. time D. way
BA3. However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them. (Reading Para.8)however+ adj. (adv)+主语+v. 结构一则广告无论制作得多么好，如果产品不合适，也不可能使人信服．【真题再现】
①This is a very interesting book. I’ll buy it, __________. （陕西2006）
how much may it cost
B. no matter how it may cost
C. however much it may cost D. how may it cost
②He tried his best to solve the problem, ____ difficult it was. （天津2005）
A. however B. no matter
C. whatever D. althoughＣＡ