unit 1 Package Design.ppt

1、,Unit One Package Design,Teaching Objectives,1. Topic: Appearance of objects, goods, animals or human beings 2. Vocabulary: Expressions about the appearance of objects, goods, animals or human beings; grab, seduce, artifice, motivate, connote, evoke, standout, subliminal, rut it in, aspire to, not s

2、o muchas., 3. Linguistic device: simile Learning to understand and practice elements of linguistic devices: similes and metaphor,Expressions of size,(of things) colossal, huge, vast, immense, bulky, mammoth (of persons) huge, stout, chubby, plump, bulky, roly-poly, titan (n.), elephantine a colossal

3、 building a mammoth task 巨大的任務(wù) miniature, diminutive (formal), midget (infml. offensive), tiny, teeny-weeny,Expressions of material/texture,wood, paper, plastic, fabric, silk, rayon, batik, nylon, wool, cotton, silky, velvety, smooth, coarse, rough,Prepositional phrases of appearances,like velvet, i

4、n yellow, on the crooked path1, with plastic, towards obesity2, along with a snub-nose 1 not living a straightforward and honest life 2 tending towards being fat,Figurative language,(The con-man was) as smooth as silk, (His ego was) colossal, a midget in the land of titans, crooked (smile), (He ate)

5、 like a horse, (ran) like a cheetah,Discussion,Aims: Learning to use the vocabulary you have learned in the brainstorming and listening sections to describe objects, people and geographic features through discussion.,Understanding similes and metaphors,Practicing using similes and metaphors to add m

6、ore depth and poetry to descriptions,Simile and metaphor,A simile is a comparison that involves using the words “l(fā)ike” or “as”. Metaphors are much more direct; say that something is something else.,Simile (明喻),He ate like a horse. He ran like a cheetah. The con-man was as smooth as silk.,Metaphor (隱

7、喻),The newspaper is a jungle of ads. His life is one long curve, full of turning points. She has a heart of stone.,Simile or metaphor?,John D. Rockfeller was a titan of American oil industry in his day. Hes as white as a sheet. Her eyes are a pool of limpid water. Her lips are as sweet as petals.,(m

8、etaphor),(simile),(metaphor),(simile),Game: What is that / Who is he / she?,Use five sentences to describe the appearance of objects / goods /animals / one of your classmates or a public figure. Use at least 2 figurative expressions.,Part IIReading-centered Activity,Aims: Learning to understand and

9、use concepts related to package designing through reading, speaking, etc. Learning to use the expressions and phrases.,Pre-reading Discussion,Are the package and the label of well designed? safety; beauty; visual pleasure; sell well,Which to buy?,Advantages of packaging,Package design,beauty,protect

10、ion,decoration,promotion/advertisement/publicity,Disadvantages of packaging,Package design,waste of resources,waste of money,pollution,ugly and rough wrappings,deception,unable to see the quality of the products,Part IIReading-centered Activity,What is the main idea of the story? From an artistic po

11、int of view, packaging represents peoples dreams, and aspirations towards beauty. And the businessmen utilize this consumers psychology for commercial purposes. On the other hand, colorful packaging does not seem to add anything substantial to our life.,Structure of the text,Part 1 Describe Angelis

12、studio in San Francisco. Part 2 why the packaging is important. Part 3 (Para. 6) Part 4 (Para. 7) Part 5 the rules for the use of colors Part 6 (last paragraph),(Paras. 1 and 2）,(Paras. 3, 4, and 5),the most challenging part,the power of packaging,(Paras 8,9 and 10),the importance of packaging desig

13、n.,Probe the story,Part 1.Describe Angelis studio in San Francisco. （paragraphs 1 and 2） a.It looks like a pop Art joke. b. Five-foot sausage as a wall-painting; granite (made from papier-mch) on stale doughnut. c. Row upon row of empty boxes, bottles, cartons and tins,Probe the story,Part 2. Angeli

14、 explains why the packaging is important. (paragraphs 3, 4, and 5) It must: a.Seduce customers b. Grab customers interest c. Lead to commercial success,Probe the story,Part 3. Masten Explains the most challenging part of packaging design. (paragraph 6) Form an identity the buyer aspires to instead o

15、f reflecting his or her true identity.,Probe the story,Part 4. The research findings made by Masten. (paragraph 7) a.A good package motivates the customer to buy the product. b. The good package gives the product “added value”.,Part 5. What are the rules for the use of colors in packaging design? (p

16、aragraphs 8, 9 and 10) a. People react to color emotionally rather than intellectually. b. Red-standout; blue-bold/soothing; golden yellow-quality; garish shade of yellow-cheap c. Kids-primary colors; the affluent-earth colours/black The rules were made to be broken.,Probe the story,Probe the story,

17、Part 6. Angeli stresses the importance of packaging design. (last paragraph) a. Packaging is everything. b. Creating a dream, an image.,Words and Expressions,1. hungry for-with a strong wish Were hungry for news of our brother, who lives away from home. 2. row upon row-many rows of something cheek t

18、o cheek, head to head, face to face, heart to heart, hand in hand, shoulder to shoulder, side by side,3. No / Little / Small wonder (that): it is not surprising that. The doughnut was stale. No wonder Mary didnt feel well yesterday.,4. rub it in rub: move back and forth with pressure He rubbed his h

19、ands together to keep warm. rub it in: emphasize or remind sb. constantly of an unpleasant fact. (Slang) I know I made a mistake, but theres no need to rub it in.,5. not so much as與其說是倒不如說是 Its not so much a hobby as a career. 與其說是消遣，倒不如說是職業(yè)。 6. aspire to / afterto have a strong desire to achieve so

20、mething or become something She aspired to a scientific career. He aspired to be their next leader. 6. deck out in/withto decorate with The room was decked out with flowers and balloons.,After-reading discussion,Why does the industry say “the package is the product”? Because packaging can create a d

21、ream, an image that people long for. When people first look at a beautiful package, they are not really thinking about what is inside. For some, or even many people, the dream or image represented.,After-reading discussion,How does Angeli comment on the relationship between customers and package? Pa

22、ckages are “silent salesmen.” they transform ordinary things into objects of desire and can seduce customers into buying what they dont need or even want.,Essay questions,1. Some people claim that the package of a product not only gives customers visual pleasure, but is also part of the commodity, w

23、hile others insist that it is a sort of waste, even a deception. What is your opinion? 2. Do you or do you not believe that the package is everything?,?,Review,Both parties are hungry for power. I know I was stupid; you dont have to rub it in. My father is a little bit vain like most actors and actress. He aspires to fame and success. He worked 12 hours a day. Small wonder he was so tired.,Vocabulary