Unit 5 Inside advertising warming up and reading

(共29张PPT)
Unit
5
Producer
cflu20
Where can you find advertisements
newspapers
magazines
Internet
television
streets
roadside
Advertisements
WHERE
On billboards
On buses
On TV
On the radio
In train stations
In newspapers
In magazines
At the cinema
At the airport
Everywhere
What do you think a good advertisement
is made up of
description
pattern
producer
photograph of the product
What do you think can be advertised
products
Public
services
humours
Public services
Who are ads good for Why
To companies
To customers
introduce new product;
increase sales;
increase production;
reduce price
compare prices;
compare quality;
get the best product
HOW ADVERTING WORKS
Scan the headings of each section and get a general understanding of the text.
Scanning
Section I
(para.1)
Section II
(para. 2)
Section III
(para. 3-7)
Section IV
(para. 8-9)
Introduction
What is an advertisement
How do advertisers make effective advertisements
How effective are advertisements
Sum up the main idea of each section.
Read the text carefully and try to answer
the following questions:
1. Who advertises
2. Why do they advertise
3. Where do they advertise
4. How do they decide where to advertise
5. Does advertising work
Detail reading
Who advertises
Businesses, individuals, organizations and associations.
2. Why do they advertise
They want to sell something or to inform or educate the public.
3. Where do they advertise
On TV and radio, in magazines and newspapers (also on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places).
4. How do they decide where to advertise
They consider their budget and what medium is most likely to be seen or heard by the target consumer.
Does advertising work
Yes and no.
People are not usually persuaded by ads to buy things they have no use for. However, ads do change people’s opinions over time.
Read the text carefully and fill in the blanks with proper words.
Why is it important to understand how advertisements work
We can avoid being controlled by them.
How advertising works
What is an
advertisement An advertisement is a ______________________ that informs or influences people. It can use ______,_________,_______or _________.
message or announcement
words
pictures
music
film
How advertising works
How do advertisers make effective
advertisements Identify your target Advertisers _______________________ and find out as much as possible about them, which _____________ for decisions about what type of advertising techniques to use with this group.
identify the target
group
forms the basis
How do advertisers make effective
advertisements
Appeal to your target In order to ___________ people to do something, advertisements often appeal to _________and ___________or ____________.
Example:
persuade
our hopes
dreams
our emotions
How do advertisers make effective
advertisements
Use a suitable medium As well as reaching the right audience with the right technique, advertisers must also _____________
_________________.Obviously, _______ will play a big part in this decision.
place their ads in the right medium
cost
How effective are advertisements However good an advertisement is,
people 6 ______________ be persuaded if the
product is unsuitable for them. On the other hand, 7______________________ to advertisements can help to change our opinions over time.
are unlikely to
being constantly exposed
1. We are exposed to ads only in the public places.
2. Understanding how advertising works can help us earn a lot of money.
True or false.
F
F
3. An advertisement is a message or announcement that intends to inform or cheat people.
4. Advertisers include business, individuals, organizations and associations.
T
F
5. Advertisers make ads effective by identifying the target only.
6.Using a suitable media plays an important part in ads.
F
T
7. An effective advertisement is likely to make people buy the products that they have no use for.
F
Homework
Underline some difficult points.
Preview the passage on page 48.