Unit+6+Lesson+3+The+Advertising+Game+課件【知識精研+拓展延伸】高中英語北師大版（2019）選擇性必修第二冊

Lesson3

TheAdvertisingGame

LearningObjectives010203Icanmastersomeimportantwordsandphrasesinthecontext;Icangetthegeneralideaoftheadvertisinggameandtalkaboutadvertising;Icanknowthetexttypeandsomewritingtechniques;04Icanreadfordeepunderstandingandsummariseinformation;Doyouknowthefollowingwordsandphrasesafterthepreview?1.因此____________2.以...開始___________3.與...一起_________________

4.由...組成________________

5.突出/顯眼____________

6.在過去十年________________

7.anadvertisingagency__________

8.做...的基本目的

___________9.acommercialadvertisment___

10.總之_____________

11.anticipatethat..._________12.也就是說_____________________13.吸引/保持...的注意力___________14.技術(shù)發(fā)展

___________15.

把...與...區(qū)別開來____16.與...有關(guān)___________________17.為...做貢獻_________________

18.參與

__________________________asaresultofstartwithalongwithconsistofstandoutoverthelastdecade廣告代理公司thefundeamentalpurposeofthatis商業(yè)廣告inconclusion預料attract/holdtheattentionof

technologicaldevelopmentseperate...from...belinkedwithmakeacontributiontoparticipateinHaveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?ActiveandsharethedesignwordsofexpertstheconceptoffreedomtheunusualideatheproductnamehumorouslanguagepicturesorimagesthenameofacompanyWhatmakesanadvertisementattractive?Para.1.Theadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.Para.2.Classicadvisementsusedtogiveinformationaboutfindingcertainproducts.Para.3.Inmoderntimes,advertisementsneedtoattractandholdtheattentionofthepublic.Para.4.Modernadvertisementsneedsomethingelsetoseparatethemfromtheircompetitors.Para.5.Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.Para.6.However,notalladvertisingisaboutsellingproductsandservicesforaprofit.2.Underlinethemainideaofeachparagraph.Thencomparewithapartner.Read

andexplore

1.Readthepassagequicklyandchoosethemainidea.a.differenttypesofadvertisementsb.thedevelopmentofadvertisementsc.differentattitudestowardsadvertisementsRead

andexploreReadthepassageagainandcompletethetable.Purposes?Disadvantages?Read

andexploreReadthepassageagainandcompletethetable.ClassicadsGiveinformationabout_______________________Totellpeople___

_______________

_______________

_______________

_______________Notsuitablewhen_______________

_______________

_______________NotattractiveModernadsConsistof______

______________Apply_________

______________Toshowpeople

_______________Tomakeads

_______________Notenoughto___________findingpicturesorwordsfromexpertsmoderndesigntechniqueswhatthecompanysells,wheretheyarelocatedandthenameoftheproducthowgoodtheproductisvisuallyattractiveproductsandservices

areindirectcompetition

witheachothercertainproductsbenoticedsellgoodsdirectlyvisuallyattractiveRead

andexploreReadthepassageandcompletethetable.ImprovedmodernadsCombine______

______________

_________with______________Useconceptsincluding______

______________

______________Tostandout___

_______________

_______________

_______________Tomakepeoplebelievethat______

________________

________________RepeatingoldideasNot__________Itdoesnotmatter_

________________

________________

________________thefreedom,effectivethey“must”havetheproductofdesignhigheststandardcreativewayshappiness,wealthandsuccessinaworldofcompetitiveadvertisinghowattractivetheideaslinkedwiththeproductisfocusonpeople’sfeelingandthinkingpsychologicallysatisfyingRead

andexploreReadthepassageagainandcompletethetable.FurtherimprovedmodernadsUsehumouraswellas______

______________

_____________________________

_______________

______________________________

_______________

______________Tocreatesth.thathasneverbeenseenbeforeTomakepeopleforgetthatsb.is

tryingtosellthemsth.newandTosurprisepeopleunusualideasusenewandunusualideasfancy/novel(新奇的)PublicadsHelptoincreasepublicknowledgeand___________

______________

______________

______________

Toencouragecitizensto____________________________________________________________

______________________________

Toeducatethepublic____________

______________________________

______________________________makeoursocietyabetterplaceforeveryoneparticipateinimprovingtheirneighorhood,protectingtheenvironmentandhelpingotherpeople.onfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.educative/informativeRead

andexploreReadthepassageagainandcompletethetable.FeaturesPurposesDisadvantagesReadthepassageanddecidewhetherthefollowingstatementsaretrue(T)orfalse(F).1.Classicadvertisementsusedtotellpeoplemoreabouttheirproductsbutlittleaboutthecompanies’locations.2.Modernadvertisementscanstillstandouteasilybyspendingalotofmoneyonvisuallyattractivedesign.3.Theconceptoffreedom,success,happinesscanallbeusedbyadvertiserstosellproducts.4.Publicadvertisementsplayanimportantroleineducatingthepublicaboutenvironmental,socialandhealthissues.Read

andexploreDeepthinking：1.Whatisthetexttypeofthispassage?2.Whathelpsyouidentifythetexttype?Thisisanexplanatorytext.

Itintroducesthedevelopmentofadvertisementsintheorderoftime,anditcontainslotsoftimeexplanationsandexamples.Suchadvertisementshavegonethroughaprocessofchangeovertheyearsalongwithsocial,economic,technologicaldevelopments.3.Whathasbeenthedrivingforceforthedevelopmentofadvertisements?4.Whatdoesthetitle“TheAdvertisingGame”meantoyou?Bothcommercialadsandpublicadshavetheirrealpurposes.Nomatterhowcommercialadvertisementsdevelop,

theirrealpurposesarealwayssellingtheirproductsandgettingprofits.Andtheywillalwaysdevelopbecauseofthedrivingforce.Asforpublicads,theywanttoeducateandencouragepeopletomakeacontributiontosocietyandwelfareandmakeoursocietyabetterplaceforeveryone.Examplesareusuallyusedtohelpreadersunderstandthewriter’sideasmoreeasilyandclearly.Severalgoodexamplesareusedinthispassage.Decidewhattheexamplesarefor.1.Forexample,itcouldbe“ShanghaiSewingMachines”,or“TsingTaoBeerCorporation”.A.ToshowwhatclassicadvertisementslookedlikeB.ToshowtwocitieswherethebestproductsweremadeC.Toshowthesewingandbeerindustry’sdevelopmentthen5.Whatarethewritingtechniquesinthispassage?Deepthinking：2.Forexample,someadvertisementsmaysuggestthatbuyingacarcanmakeyoufree.A.ToshowhowcompetitivetheadvertisingindustryisB.ToshowhowcarcompaniesaresellingtheirproductsC.Toshowhowadvertisementsusecreativeideastosellthings3.Forexample,therearepublicadvertisements,whichencouragecitizenstoparticipatein…andhelpingotherpeople.A.ToshowwhypeoplemakecontributionstosocietyB.ToshowthecontributionspublicadvertisementsmakeC.ToshowhowcitizensareinvolvedinpublicaffairsDeepthinking：舉例挺觀點，說服力盡顯Textualknowledge“觀點—舉例”語篇模式是最常見的語篇模式之一。這個模式在結(jié)構(gòu)上一般可分為兩部分：第一部分表明觀點，第二部分通過舉例來支持所闡述的觀點。從觀點到舉例部分通常會采用銜接過渡詞句。

“觀點—舉例”模式常用的組篇詞匯有：forexample,forinstance,acaseinpoint,etc,evidence,suchas,takeanexample,typical,confirm等。再次強調(diào)了自己的觀點作為銜接過渡，轉(zhuǎn)到舉例部分作者表達觀點Groupwork(Homework)TheAdvertisingGameClassicadsModernadsImprovedmodernadsPublicadsCommercialadsFurtherimprovedmodernadsDrivingforce?social,economic,technologicaldevelopmentUsethediagramtotalkaboutwhatyouhavelearntaboutadvertisingtoyourgroupmembers.TheAdvertisingGameClassicadsModernadsImprovedmodernadsPublicadsgiveinformationlocation/whattosellCommercialadsFurtherimprovedmodernadsnotsuitableincompetitivemarketdirectpicturesorwordsfromexpertsnotenoughtobenoticedvisuallyattractivecombinethehigheststandardofdesignwithcreativewaysfreedom,happiness,wealtholdandnoteffectiveusehumorandnewandunusualideasAsaresult,peopleforgetsomeoneissellingthemsth(successful)psychologicallysatisfyingnovel/fancyeducatethepublic…encouragecitizens…

makeacontributiontosocietyeducative/informativefancy/novelGroupwork(Homework)Homework1.Readthetextforatleast3times.2.Perfectyourmindmapusingthediagramin“groupwork”toshowwhatyouhavelearntaboutadvertising.6.Forexample,therearepublicadvertisements,whichencouragecitizenstoparticipateinimprovingtheirneighbourhood…

participatevi.

(+in)totakepartinanactivityorevent參加，參與

eg

Everyoneintheclassisexpectedtoparticipateactivelyinthesediscussions.Overhalfthepopulationofthiscountryparticipateinsport.【拓展】

participationn.參與，參加【辨析】participate,attend,join&takepartin詞條意思及用法participate指以一個積極的角色在感情、觀念或行為方面與他人共同參加某一活動attend側(cè)重參加或出席會議或?qū)W術(shù)活動等，去聽、去看，但自己并不一定起積極作用join指加入黨派、團體或參加一群人的活動、游戲等。jointhearmy(club,Party);joinsb.;joinsb.in(doing)sth.表示參加某一活動時常用joininsth.takepartin指參加某一活動并在其中發(fā)揮作用Youshouldtryto__________exercise______ahealthydiet.Theadvertisingteam___________peoplefromdifferentareas.Theideaoftheadvertisementwas______________afilm.Idon’tlikeanyactivity_____________commercialpurposes.I’dliketo____________neighbourhoodactivities,butIdon’thavetime.Hedidnot___________inthecrowdsotheytooknonoticeofhim.Dr.Kinstonsetforththebasisofhis_________toteachingstudents.They___________movingtoabiggerhousebytheendoftheyear.Exercises:Completethesentencesusingthecorrectformofthephrases.originatefromlinkwithconsistofparticipateincombine…with…anticipatestandoutapproachcombinewithconsistoforiginatedfromanticipateparticipateinstandoutapproachlinkedwithYoushouldtryto__________exercise______ahealthydiet.Theadvertisingteam___________peoplefromdifferentareas.Theideaoftheadvertisementwas______________afilm.Idon’tlikeanyactivity_____________commercialpurposes.I’dliketo____________neighbourhoodactivities,butIdon’thavetime.Hedidnot___________inthecrowdsotheytooknonoticeofhim.Dr.Kinstonsetforththebasisofhis_________toteachingstudents.They___________movingtoabiggerhousebytheendoftheyear.Exercises:Completethesentencesusingthecorrectformofthephrases.originatefromlinkwithconsistofparticipateincombine…with…anticipatestandoutapproachcombinewithconsistoforiginatedfromanticipateparticipateinstandoutapproachlinkedwithFocusonLanguage:usedtoandwouldCompletethetablewithusedto,useto,would

orwouldn’tusedtowould

useto

wouldn’t

useto

Would

【注意】usedto的否定形式為usednotto/usedn’tto或didn’tuseto(更常見)FocusonLanguage:usedtoandwouldCompletethetablewithusedto,useto,would

orwouldn’tusedtowould

useto

wouldn’t

useto

Would

【注意】usedto的否定形式為usednotto/usedn’tto或didn’tuseto(更常見)Advertisingagencieswouldcreateabasictypeofadvertisementknownasacommercialadvertisement.(Line3)Classicadvertisementsusedtogiveinformationaboutfindingcertainproducts.(Line7)Fromthename,youwouldknowwhatthecompanysells,wheretheyarelocated,andthenameoftheproduct.(Line13)Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbeveryeffective.(Line15)Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.(Line40)Theseadvertisementshavehelpedtoincreasepublicknowledgeabouttopicsthatusedtobeignoredbymostpeople,andthishasmadeoursocietyabetterplace.(Lin