模块4 Unit 11 The Media Lesson 3 The Advertising Game课件（共42张幻灯片）
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| 名称 | 模块4 Unit 11 The Media Lesson 3 The Advertising Game课件（共42张幻灯片） |  | |
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| 资源类型 | 教案 | ||
| 版本资源 | 北师大版 | ||
| 科目 | 英语 | ||
| 更新时间 | 2019-07-09 11:04:00 | ||
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课件42张PPT。Lesson 3
The Advertising GameUnit 11 The MediaObjectives
To read a text about advertisement development.
To learn and practise –ing form.
To discuss advertising.1. Do you know what the following advertisements are about?“Impossible is Nothing.” sports clothing of world famous brand Adidas that originated in Germany一切皆有可能“The best a man can get”razor of World Brand Gillette that originated in Boston “We take the world’s greatest pictures.” camera of world famous Japanese brand Nikon“My Goodness. My Guinness”beer of Guinness brand that originated in London “Understanding comes with Time” American Time Magazine “Tide’s in, dirt’s out”Tide washing powder support for the American effort in World War IAmerican Women’s rights during World War IIclassic advertisement about quitting smoking2. Can you think of some advertisements you have seen? Where can you see and hear advertisements?in the newspaperin the streetat the stationon the buson TVin the magazineon the Interneton radio3. Which advertisements have you seen recently that you liked? What did you like about them?4. Choose the words for their definitions.advertiser advertise advertisement advertising1. to make known to the public, e.g. in a newspaper or on TV ____________
2. something used for advertising things _______________
3. the business of encouraging people to buy goods by means of ads ____________
4. the person who makes ads ____________advertiseadvertisementadvertisingadvertiser2. Read the text and answer the following questions.When does the simplest type of advertisement work?2) Why are modern techniques of design not enough for advertisements to be noticed in modern cities? 3) What ideas do today’s advertisers use to make you notice their products?4) What has the government done during the last decade?2. Read the text and answer the following questions.When does the simplest type of advertisement work?When there is not much competition.2) Why are modern techniques of design not enough for advertisements to be noticed in modern cities? Because people are used to seeing high standards of visual design.3) What ideas do today’s advertisers use to make you notice their products?They use humor, surprise and new and unusual ideas in modern advertisements.4) What has the government done during the last decade?The government has worked hard at using public advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.The classic advertisement normally gives information about finding certain products, such as what the products are, the locations of the companies and the 1. ________ names. However, because of the direct 2. ___________ in the market place, present-day advertisers often have large 3. ____________ and spend a lotFill in the blanks according to the text. brand competition budgets to make the advertisements as 4. _________ attractive as possible. But people in modern cities are used to seeing high standards of 5. ______________. To be more attractive, modern advertisements must 6. __________ the highest standards of design with 7. ___________ linked to the products, like freedom, happiness, health and success. Nevertheless, repeating old ideas is not a successfulvisually visual design combine ideas approach in many cases, and the top advertisers of today use 8. ___________
as well as new and unusual ideas to surprise people and make them forget that someone is trying to 9. __________ them something. However, not all advertising is about selling products and services for a profit. Some advertisements mainly aim to make 10. ___________ to society.humour sell contributions Find these words in the text and match them with the most suitable definitions.approach, boom, budget, classic, concept, consist of, contemporary, corporation, neighbourhood, suitablea) traditional, typical
b) company
c) right for somethingclassiccorporationsuitabled) contain
e) plan of how money should be spent.
f) rapid increase
g) idea
h) method
i) belonging to the present time
j) area around where you liveconsist ofbudgetboomconceptapproachcontemporaryneighbourhood1. As present-day advertisers often have large budgets, a lot of money is spent on applying modern techniques of design to make these advertisements as visually attractive as possible因为当今的广告商常常拥有大额预算，大笔钱财被花在应用现代设计技术上，以使广告在视觉上尽可能地吸引人。
[结构分析]这是一个带原因状语从句的复合句。句首的as 引导原因状语从句，主句是个被动句，主句的主语是a lot of money, 谓语是is spent，主句中的不定式表目的。 2. They realise that it does not matter how attractive the idea linked with the product is — most people know that the main purpose of the advertisement is making customers spend money.
他们意识到，与产品相关联的理念有多么吸引人并不重要——多数人知道广告的主要目的就是让消费者花钱。
[结构分析]这个句子由两个部分组成：主句They realise + that从句及破折号后的插入语。 主句的宾语从句(that从句)的主语it是一个形式主语，真正的主语是how attractive the idea linked with the product is。1. However, this kind of advertising might not be suitable when there are products and services in direct competition with each other in the market place.
advertise作动词，意为“为……做广告；登广告”，其相应的动名词advertising通常用来表示“做广告”这个动作或这件事情本身，一般不涉及到广告的内容及形式。如： They will advertise their products on TV and newspapers.
他们将在电视和报纸上为他们的产品做广告。
They have attracted many customers and gained a lot of money by advertising.
他们通过做广告吸引了很多客户，挣了很多钱。
The company advertised for a new secretary.
这家公司登了广告招聘一名新秘书。advertisement可缩写成ad，意为“广告”，是制作出来的带有具体内容和形式的广告。是一个可数名词，有单复数形式。如：
You can see all kinds of advertisements on TV.
在电视上你可以看到各种各样的广告。用advertise的正确形式填空。
(1) This page of the newspaper is full of _____________.
(2) The farmers have made their green food well-known by ___________ them on TV.
(3) You should learn to ____________ your products if you want to increase your sales.advertisements advertising advertise 2. The classic advertisement is one that gives information about finding certain products.
certain 作形容词，在此处表示“某些”，后接可数名词，表示不确指、不确定的意思；如果后接单数形式的名词，则表示“某个”，这时，certain前面通常有不定冠词修饰。如：
Certain students were praised at the meeting for their good performance in the competition.
在会上,一些同学因他们在比赛中的优秀表现而受到了表扬。
A certain boy asked me to give this letter to you.
一个男生叫我将这封信交给你。Certain 还可以表示“确信的；有把握的”，常用于be certain to do sth, be certain + that从句, be certain of / about sth等结构。如：
We are certain that we will win.
=We are certain to win.
=We are certain of victory.
我们确信我们会获胜。根据汉语提示完成句子。
(1) ____________________________
______________________________ (有一位先生已经等你很久了) in the guest room.
(2) ___________________________ (我确信她看到我了) just now.A certain gentleman has beenI’m certain that she saw me waiting for you for a long time 3. For many of today’s advertisers, repeating old ideas is not a successful approach.
approach在这里作名词，表示“(处理事情的)方式；方法”，常与to连用。又如：
Let’s take a new approach to the problem.
让我们用一个新方法来处理这个问题。approach作名词还可以表示“接近；通路”等含义。如：
Heavy footsteps signaled the hunter’s approach.
重重的脚步声说明猎人走近了。
The approach to the house was blocked by snow.
通往那所房子的路被雪堵住了。
approach还可以作动词，表示“接近；处理”等。完成句子：
(1) 夏天正在来临。
Summer ______________.
(2) 他从科学家的角度来处理这个问题。
_______________________ as a scientist.is approaching.He approached the problem 4. Some advertisements consist of pictures or the words of experts to show people how good the products are.
consist of 意为“包括；由……组成”，值得注意的是，这个短语不可用被动形式。它可与短语 be made up of互换。 如：
Our school consists of 36 classes.
= Our school is made up of 36 classes.
我们学校由36个班组成。翻译句子：
(1) 委员会由十个成员组成。
(2) 联合国由一百多个国家组成。The committee consists of ten members. The United Nations consists of over 100 countries. 5. Modern advertisements must stand out in a world full of competition by combining the highest standards of design with ideas linked to the products to make them more attractive.
stand out意为“突出；显著”，是一个不及物动词短语。如：
If you want to be famous, you’ll have to stand out.
如果你想出名，你必须得突出。stand for表示“代表；支持；容忍”等含义。
补全句子:
(1) No one can ___________________ (容忍这样的行为).
(2) My sister did much better in the performance and ________________ (非常突出), so she won the first prize. stand for such behavior stood out by far Homework
Read the text and remember it.
Go over the new words and the language points.
Preview the Grammar on page27.
The Advertising GameUnit 11 The MediaObjectives
To read a text about advertisement development.
To learn and practise –ing form.
To discuss advertising.1. Do you know what the following advertisements are about?“Impossible is Nothing.” sports clothing of world famous brand Adidas that originated in Germany一切皆有可能“The best a man can get”razor of World Brand Gillette that originated in Boston “We take the world’s greatest pictures.” camera of world famous Japanese brand Nikon“My Goodness. My Guinness”beer of Guinness brand that originated in London “Understanding comes with Time” American Time Magazine “Tide’s in, dirt’s out”Tide washing powder support for the American effort in World War IAmerican Women’s rights during World War IIclassic advertisement about quitting smoking2. Can you think of some advertisements you have seen? Where can you see and hear advertisements?in the newspaperin the streetat the stationon the buson TVin the magazineon the Interneton radio3. Which advertisements have you seen recently that you liked? What did you like about them?4. Choose the words for their definitions.advertiser advertise advertisement advertising1. to make known to the public, e.g. in a newspaper or on TV ____________
2. something used for advertising things _______________
3. the business of encouraging people to buy goods by means of ads ____________
4. the person who makes ads ____________advertiseadvertisementadvertisingadvertiser2. Read the text and answer the following questions.When does the simplest type of advertisement work?2) Why are modern techniques of design not enough for advertisements to be noticed in modern cities? 3) What ideas do today’s advertisers use to make you notice their products?4) What has the government done during the last decade?2. Read the text and answer the following questions.When does the simplest type of advertisement work?When there is not much competition.2) Why are modern techniques of design not enough for advertisements to be noticed in modern cities? Because people are used to seeing high standards of visual design.3) What ideas do today’s advertisers use to make you notice their products?They use humor, surprise and new and unusual ideas in modern advertisements.4) What has the government done during the last decade?The government has worked hard at using public advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.The classic advertisement normally gives information about finding certain products, such as what the products are, the locations of the companies and the 1. ________ names. However, because of the direct 2. ___________ in the market place, present-day advertisers often have large 3. ____________ and spend a lotFill in the blanks according to the text. brand competition budgets to make the advertisements as 4. _________ attractive as possible. But people in modern cities are used to seeing high standards of 5. ______________. To be more attractive, modern advertisements must 6. __________ the highest standards of design with 7. ___________ linked to the products, like freedom, happiness, health and success. Nevertheless, repeating old ideas is not a successfulvisually visual design combine ideas approach in many cases, and the top advertisers of today use 8. ___________
as well as new and unusual ideas to surprise people and make them forget that someone is trying to 9. __________ them something. However, not all advertising is about selling products and services for a profit. Some advertisements mainly aim to make 10. ___________ to society.humour sell contributions Find these words in the text and match them with the most suitable definitions.approach, boom, budget, classic, concept, consist of, contemporary, corporation, neighbourhood, suitablea) traditional, typical
b) company
c) right for somethingclassiccorporationsuitabled) contain
e) plan of how money should be spent.
f) rapid increase
g) idea
h) method
i) belonging to the present time
j) area around where you liveconsist ofbudgetboomconceptapproachcontemporaryneighbourhood1. As present-day advertisers often have large budgets, a lot of money is spent on applying modern techniques of design to make these advertisements as visually attractive as possible因为当今的广告商常常拥有大额预算，大笔钱财被花在应用现代设计技术上，以使广告在视觉上尽可能地吸引人。
[结构分析]这是一个带原因状语从句的复合句。句首的as 引导原因状语从句，主句是个被动句，主句的主语是a lot of money, 谓语是is spent，主句中的不定式表目的。 2. They realise that it does not matter how attractive the idea linked with the product is — most people know that the main purpose of the advertisement is making customers spend money.
他们意识到，与产品相关联的理念有多么吸引人并不重要——多数人知道广告的主要目的就是让消费者花钱。
[结构分析]这个句子由两个部分组成：主句They realise + that从句及破折号后的插入语。 主句的宾语从句(that从句)的主语it是一个形式主语，真正的主语是how attractive the idea linked with the product is。1. However, this kind of advertising might not be suitable when there are products and services in direct competition with each other in the market place.
advertise作动词，意为“为……做广告；登广告”，其相应的动名词advertising通常用来表示“做广告”这个动作或这件事情本身，一般不涉及到广告的内容及形式。如： They will advertise their products on TV and newspapers.
他们将在电视和报纸上为他们的产品做广告。
They have attracted many customers and gained a lot of money by advertising.
他们通过做广告吸引了很多客户，挣了很多钱。
The company advertised for a new secretary.
这家公司登了广告招聘一名新秘书。advertisement可缩写成ad，意为“广告”，是制作出来的带有具体内容和形式的广告。是一个可数名词，有单复数形式。如：
You can see all kinds of advertisements on TV.
在电视上你可以看到各种各样的广告。用advertise的正确形式填空。
(1) This page of the newspaper is full of _____________.
(2) The farmers have made their green food well-known by ___________ them on TV.
(3) You should learn to ____________ your products if you want to increase your sales.advertisements advertising advertise 2. The classic advertisement is one that gives information about finding certain products.
certain 作形容词，在此处表示“某些”，后接可数名词，表示不确指、不确定的意思；如果后接单数形式的名词，则表示“某个”，这时，certain前面通常有不定冠词修饰。如：
Certain students were praised at the meeting for their good performance in the competition.
在会上,一些同学因他们在比赛中的优秀表现而受到了表扬。
A certain boy asked me to give this letter to you.
一个男生叫我将这封信交给你。Certain 还可以表示“确信的；有把握的”，常用于be certain to do sth, be certain + that从句, be certain of / about sth等结构。如：
We are certain that we will win.
=We are certain to win.
=We are certain of victory.
我们确信我们会获胜。根据汉语提示完成句子。
(1) ____________________________
______________________________ (有一位先生已经等你很久了) in the guest room.
(2) ___________________________ (我确信她看到我了) just now.A certain gentleman has beenI’m certain that she saw me waiting for you for a long time 3. For many of today’s advertisers, repeating old ideas is not a successful approach.
approach在这里作名词，表示“(处理事情的)方式；方法”，常与to连用。又如：
Let’s take a new approach to the problem.
让我们用一个新方法来处理这个问题。approach作名词还可以表示“接近；通路”等含义。如：
Heavy footsteps signaled the hunter’s approach.
重重的脚步声说明猎人走近了。
The approach to the house was blocked by snow.
通往那所房子的路被雪堵住了。
approach还可以作动词，表示“接近；处理”等。完成句子：
(1) 夏天正在来临。
Summer ______________.
(2) 他从科学家的角度来处理这个问题。
_______________________ as a scientist.is approaching.He approached the problem 4. Some advertisements consist of pictures or the words of experts to show people how good the products are.
consist of 意为“包括；由……组成”，值得注意的是，这个短语不可用被动形式。它可与短语 be made up of互换。 如：
Our school consists of 36 classes.
= Our school is made up of 36 classes.
我们学校由36个班组成。翻译句子：
(1) 委员会由十个成员组成。
(2) 联合国由一百多个国家组成。The committee consists of ten members. The United Nations consists of over 100 countries. 5. Modern advertisements must stand out in a world full of competition by combining the highest standards of design with ideas linked to the products to make them more attractive.
stand out意为“突出；显著”，是一个不及物动词短语。如：
If you want to be famous, you’ll have to stand out.
如果你想出名，你必须得突出。stand for表示“代表；支持；容忍”等含义。
补全句子:
(1) No one can ___________________ (容忍这样的行为).
(2) My sister did much better in the performance and ________________ (非常突出), so she won the first prize. stand for such behavior stood out by far Homework
Read the text and remember it.
Go over the new words and the language points.
Preview the Grammar on page27.