Unit 11 The Media Lesson 3 The Advertising Game Period One

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Unit 11 The Media
Lesson 3
The Advertising Game
( Period One )
Objectives
By the end of this lesson, you’ll be able to
◆ know the design, the idea and the effect of advertisements;
◆ understand advertisement
development;
◆ discuss advertising
Lead-in
Watch a video of an advertisement and guess,
“What product is it for ”
Just do it.
只管去做吧! 　
Impossible made possible.
使不可能变为可能。（佳能打印机）　
Intelligence everywhere.
智慧演绎，
无处不在。
（摩托罗拉手机）　　
The taste is great.
味道好极了。
（雀巢咖啡）　
The choice of a new generation. 　
新一代的选择
（百事可乐）
Let's make things better. 　
让我们做得更好。（飞利浦电子）　　
Obey your thirst. 　
服从你的渴望
（雪碧）　
只溶在口，不溶在手
（M＆M巧克力）
M&Ms melt in your mouth, not in your hand.
Pre-reading
Can you think of some advertisements you have seen Where have you seen advertisements
on TV in the newspaper
on the Internet on the radio
in the street at bus/train/subway station
on the bus in the magazine
on the balloon on the clothes
in the catalogue on the board
in the window display
Choose the words for their definitions
1. 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 ____________
advertiser advertise advertisement advertising
advertise
advertisement
advertising
advertiser
While-reading: 1st reading
What does the passage talk about
A. The advantages and disadvantages
of ads
B. Different sorts of ads
C. The development of advertising
D. The effect of ads on our life
E. People’s attitude toward ads
While-reading: 2nd reading – Re-arranging
1. Products are sometimes linked with different concepts or ideas.
2. New and unusual ideas often appear in today’s top advertisements.
3. An ad may give direct information like names or locations.
4. Public ads have helped to increase public knowledge.
5. Ads are made visually attractive to hold the attention of the public.
1
2
3
4
5
While-reading: 3rd reading – Answering
1. 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
1. When does the simplest type of advertisement work
Answer the following questions
They work for products that people need 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
new and unusual ideas
humourous
They use humour as well as new and unusual ideas to surprise people. They hope to make people forget that someone is trying to sell them something.
4. What has the government done during the last decade
saving water
fighting aids
helping the poor
giving up smoking
Over the last decade, the government has worked hard at using advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.
The advertising game
Enjoy the advertisements and put them in the suitable places.
Problems How to solve Examples Types
1
2
3
4
Read in detail and complete the table.
① Details
Problems
How to solve
Examples
Types
It is _____ to be just the _____ of a _______ or a ______________.
Ads need to _______ and _____ the _________ of the public.
Some ads ________ pictures or the _____ of experts, others try to ____ ads that people simply __________ at.
________ advertisements
likely
name
company
general location
attract
hold
attention
consist of
words
create
enjoy looking
Celebrity
② Details
Problems
How to solve
Examples
Types
People are used to ___________
______________________.
Modern ads must ________ the _______ standards with ideas to make them more _________.
Some ads may use the _______ of _______ to sell the car. Other common ideas include ________, _______ and _______.
________ advertisements
seeing high
standards of visual design
combine
highest
attractive
freedom
concept
happiness
wealth
success
Concept
③ Details
Problems For many of today’s advertisers, ________ old ideas is not a successful approach.
How to solve The advertisers look for other ways to make people ____________________.
Examples The top advertisers use ________ as well as _____ and _______ ideas to surprise people.
Types _________ advertisements
repeating
notice their products
humour
new
unusual
Creative
④ Details
Problems Some advertising is about ____________ and ________ for profit.
How to solve Some ads aim to make _____________ to ________.
Examples 1. _____________ citizens to _________ in improving their neighbourhood.
2. __________ the public on ________ AIDS, ________ water, ________ the poor, __________ smoking, etc.
Types ___________ advertisements
selling products
services
Encouraging
participate
Educating
fighting
saving
helping
giving up
Charity
contributions
society
Voice your opinion
How do advertisements affect our daily life Have you ever bought anything because you liked the idea promoted in the advertisement
Thanks a lot!