Unit 5 Inside advertising Reading 新人教版選修9課件

1、Before the classI want you to be engaged in the material. I want you to be engaged in whatever it is that we are discussing in class. Not necessarily thinking about getting down every word that I say. Id like you to take active notes rather than passive notes. Write down what can make you feel or le

2、arn something. Better attention, better understanding of the material if you are actively engaged.Better attention, better understanding of the material if you are actively engaged.I want you to be engaged in the material. I want you to be engaged in whatever it is that we are discussing in class. N

3、ot necessarily thinking about getting down every word that I say. Id like you to take active notes rather than passive notes. Write down what can make you feel or learn something. Unit 5 ReadingHOW ADVERTISING WORKSWords and expressions reviewbillboard casual garmentturn intoadvertiseradvertinform a

4、ssociation n. (戶外)布告板; 廣告牌adj. 偶然的; 隨意的; 臨時的n. 衣服; 外衣 (使)變成n. 登廣告者; 廣告客戶n. = advertisement 廣告vt. 通知; 告訴n. 協(xié)會; 聯(lián)系; 關(guān)聯(lián)targetfit intobasis technique lane feature consciencen. 目標; 對象; 靶子適合n. 基礎(chǔ); 根據(jù)n. 技術(shù); 技巧n. 車道; 行車線n. 特征; 容貌; 特色; 特寫vi. & vt. 以為特色; 特寫adj. 良心; 道德心Words and expressions review worthycorpor

5、ation budget expensebroadcast relyrely on n. 有價值的; 可敬的n. 公司; 法人; 社團n. 預(yù)算n. 費用; 代價n. 廣播; 播音vt. & vi. 廣播; 播送; 播放vi. 依賴; 信賴依賴; 依靠Words and expressions reviewLook at each of the advertisements on pages 42-43 and discuss the questions with a partner.Pre-reading1 What does the advertisement want you to do

6、?2 How does it try to persuade you to do this?3 Which advertisements do you think are the most effective? Why?Skimming to get general ideasCareful reading to solve difficult pointsinform sb. (of/about sth.)Please inform us of any changes of address. 地址若有變動請隨時通知我們。1 inform 通知; 告訴inform (that clause)I

7、 have been informed that the couple will marry next year. 我得到消息說他們倆明年結(jié)婚。be well informed about sth. 精通某事；對某事消息靈通2 fit sb./sth. in/into 找到時間（見某人、 做某事），有足夠空間（放）； fit in (with sb./sth.) 合得來；適應(yīng)。 我盡量午飯后抽時間見你。 Ill try and fit you in after lunch. 我得在一個上午安排十次約見。 I had to fit ten appointments into one mornin

8、g.His conscience troubled him after he took the money. 他拿走了錢以后，良心不安。Let your conscience be your guide. 讓你的良心指引你。3 conscience 良心; 道德心4 worthy觀察下列句子中worthy的用法:His behavior is worthy of being praised.他的行為是值得表揚的。The film is worthy to be seen twice. 這部電影值得看兩遍。點撥worthy 為形容詞，意為“有價值的，值得的”。聯(lián)想worth 常作形容詞，“有某種

9、價值的，值得的”；worthwhile 形容詞，“值得花時間、金錢或精力的”。翻譯下列句子。1. That is very worthy of our attention. 2. He is worthy to have a place in the team.3. It isnt worth the trouble. 4. They achieved a very worthwhile result. 那件事很值得我們注意。 他配得上成為該隊的隊員。不值得費那個事。他們?nèi)〉昧撕苡袃r值的成果。 They rely on themselves now, which is much better.

10、 他們現(xiàn)在依靠自己了，這比以前要好得多。 You cant rely on him for assistance.你不能指望他的幫助。5 rely on = depend on 依賴；依靠I have no use for people who dont make an effort. 我討厭那些不努力的人。6 have no use for sb. 討厭（或憎惡）的人 have no use for sth. 不需要；用不著 It is no use doing 做某事沒有用處Its no use asking me. I know no more than you do. 問我沒用, 我知

11、道的不比你多。 I dont think its any use going any further.我認為繼續(xù)下去沒有用處。 subject S. 主語predicate P. 謂語object O. 賓語attribute Attri. 定語adverbial Adv. 狀語complement Com. 補語predicative Pre. 表語clause C. 從句Short forms 縮略語1 We hear advertisements on the radio and come across them on the Internet.我們從廣播中聽到廣告，在網(wǎng)絡(luò)上看到廣告。

12、S. V.O.O.V.AdvAdvDifficult sentences analysis1. 表示對等關(guān)系的并列連詞有: and, either or, neither nor, as well as,both and, not only but also2. 表示選擇關(guān)系的并列連詞。常用的該類連詞有: or, or else, otherwise, rather than, either or 3. 表示轉(zhuǎn)折和對比關(guān)系的并列連詞。常用的該類連詞有: but, while, whereas, yet, however, nevertheless, on the other hand, on

13、the contrary4. 表示因果關(guān)系的并列連詞。常用的該類連詞有: so, for, therefore, hence, thus, consequently, accordingly believe后面可以補一個that, and引導(dǎo)的是that賓語從句的第二個謂語。way后面省略了that, people think about their driving habits是定語從句修飾way。先行詞為way時, 關(guān)系代詞總是省略。 Tips for teacherLet the word fly 板塊是幫助學(xué)生學(xué)習(xí)一些一詞多義、熟詞生義的詞匯。通過此環(huán)節(jié)，學(xué)生可以對一些常見詞的用法、意

14、思有一個透徹的了解。Let the word flyTwo teams will have a race. The team that first give the proper meaning will get one point. Team racingReady?v. 以為特色Its an Australian company whose logo features a red kangaroo.This is a key feature of our society. n. 特征featuren. 特征; 容貌; 特色; 特寫vi. & vt. 以為特色; 特寫He could rec

15、all her features very distinctly (清楚地, 清晰地). n. 容貌Our latest model of phone has several new features.n. 特征The local newspaper ran a feature on child labor. n. 特寫This weeks broadcast features a report on victims of domestic violence. v. 特寫Read the passage again to find the main idea of each part.Part

16、 1(Para 1)Part 2(Para 2)Part 3(Paras 3-7)Part 4(Paras 8-9)IntroductionWhat is an advertisement?How do advertisers makeeffective advertisements?How effective are advertisements?We are exposed to ads in our daily life.1) What kind of ads can we find?2) Where do ads appear?3) Why we need to understand

17、how advertising works?IntroductionWhat is an ad?1) Definition (a message or announcement that intends to inform or influence people)2) Means (words, pictures, music, film )3) Advertisers (business, individuals, organizations, associations)How do advertisers make effective ads?1) Identify the target

18、(find out necessary information about this group)2) Appeal to the target (hopes, dreams, emotions, desires )3) Use a suitable medium (cost, media)How effective are ads?1) when there is a need for the product2) if the target audience is exposed to ads constantly.Scanning to get detail informationScan

19、ningReading Comprehension IIRead the text carefully and fill in the blanks with proper words.How advertising worksWhat is anadvertisement?An advertisement is a 1 _ that informs or influences people.message or announcementHow do advertisers make effectiveads?Identify your targetAdvertisers 2 _ and fi

20、nd out as much as possible about them, which 3 _ for decisions about what type of advertising techniques to use with this group.identify the target groupforms the basisHow do advertisers make effectiveads?Appeal to your targetIn order to 4 _ people to do something, advertisements often appeal to our

21、 hopes and dreams or our emotions.persuadeHow do advertisers make effectiveads?Use a suitable mediumAs well as reaching the right audience with the right technique, advertisers must also 5 _.Obviously, cost will play a big part in this decision. place their ads in the right mediumHow effective are a

22、ds?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 tobeing constantly exposedWho advertises?Why do they advertise?Businesses, individuals, organizations an

23、d associations.They want to sell something or to inform or educate the public.Answer the questions.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).How do they de

24、cide where to advertise?Does advertising work?They consider their budget and what medium is most likely to be seen or heard by the target consumer.Yes and No. People are not usually persuaded by ads to buy things they have no use for. However, ads do change peoples opinions over time.Discuss these q

25、uestions about the advertisements.A. What is the most common name for H2O? Why did they call it H2O? 1 WaterWater. Because it rhymes with “slow”.To encourage people to use water wisely and to save water where they can.B. What is the purpose of this advertisement? A. What group of people is the adver

26、tisement made for? 2. Super ShoozeYoung people who like sports, the latest fashions and like to be part of a group.B. What message does the advertisement give? If you wear our shoes youll have an exciting life, and be popular and have fun.No, because just wearing a certain brand of shoes wont make y

27、ou exciting, popular or have fun it takes much more effort than that.C. Do you think the message is true? Give reasons. A. Why are the first two lines written bigger than the rest of the advertisement? 3. Refreshing waterThese lines appear bigger so that they are the first thing people notice about

28、the ad.B. The advertisement says that when you buy two, they will give you two more at no extra cost. Does this mean the advertiser will lose money on the sale?No, the advertiser will have worked out a price that will still give him a profit even if he is giving away two bottles free. The advertiser

29、 also benefits by selling more bottles than he would have if he hadnt offered the free bottles. People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.C. Why do advertisers often use the “Buy one get one fr

30、ee” message?A. What does this advertisement encourage you to think? 4. EnvironmentIt encourages us to think of the sky, air and our environment and about how the environment is being spoiled.Human beings cause air pollution by burning fossil fuels, such as gas, oil, coal, etc by using some modern ma

31、chines, transportation vehicles and also by manufacturing modern products.B. What do you think causes air pollution?C. How else can advertisers make people more aware of our fragile environment? Tell people more and help them to be more aware of the importance of protecting our environment.A. Both o

32、f these advertisements have the same purpose. What do both ads want people to do? 5. “Speeding” and “How fast am I going”?They want people to stop speeding.B. Both ads target a certain group of people. Who are they? C. If you were a driver, which advertisement would have most effect on you? Why? Dri

33、vers.Please give your own opinions.Summary Read the passage again and write down the summary in about 20 words.It discusses the purpose of advertisements and how advertisers decide where and how to advertise. 任務(wù)寫作Individual activityAmy joined a painting group but didnt seem to _, so she left.(2009山東

34、) A. show B. go up C. fit in D. come overQuiz I: Multiple choice When changing lanes, a driver should use his turning signal to let other drivers know _. (2010上海)A. he is entering which lane B. which lane he is enteringC. is he entering which lane D. which lane is he entering Quiz II: Fill in the bl

35、anks.1. It was just a _ (not formal) comment, I didnt mean it to be taken so seriously. 2. Whilst claiming to promote positive images of women, _ (登廣告 者) are in fact doing the very opposite.3. Why wasnt I _ (told) about this earlier?casualadvertisersinformed4. I had four shots but I didnt even hit t

36、he _ (靶子).5. Their proposals have no proven scientific _ (foundation).6. We have developed a new _ (技術(shù)) for detecting errors in the manufacturing process.7. I find driving in the fast _ (車道) rather stressful.targetbasistechniquelane8. The towns main _ are its beautiful mosque and ancient marketplace

37、.9. You didnt do anything wrong you should have a clear _ (= not feel guilty). 10. Every year she makes a large donation to a _ (deserving respect) cause.featuresconscienceworthy11. She didnt want to work for a big _ (company) where everything was so impersonal.12. Libraries are finding it increasin

38、gly difficult to remain within _ (預(yù) 算). 13. We need to cut down on our _ (費用).14. The tennis championship is _ (播放) live to several different countries.corporationbudgetexpensesbroadcast 15. Her latest film has _ (caused) a lot of interest/excitement.16. I looked in her face for some re_, but she ju

39、st stared at me blankly.17. The concert will be broadcast in _ (立體聲).18. It was such a hot night that I had a cold shower to re_ myself.generatedresponsestereorefresh1. We are exposed _ hundreds of different advertisements every day. 2. She is a remarkable woman who is worthy _ your admiration.3. If

40、 you keep copying everything she does, youll turn _ her one day.toofQuiz III: Complete the sentences with the correct o4. You cannot rely _ him to arrive on time because he is always late for meetings.5. Youll soon fit _ your new job and start enjoying yourself.6. Please attach this

41、label _ your suitcase.onintotoQuiz IV: Translation.1. 正在進行野餐的時候忽然下起了傾盆 大雨，人人都淋得像落湯雞。_ it started to rain cats and dogs, and everybody got soaked._, I left the supermarket.2. 買完所有需要的東西后，我離開了那 家超市。（with的復(fù)合結(jié)構(gòu)）In the middle of the picnicWith all the things that I needed bought3. 知道如何推銷自己是重要的。_ how to sell yo