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(共32张PPT)
Lesson3
The Advertising Game
Have you ever bought anything as a result of seeing, hearing or reading advertisements What makes an advertisement attractive
the product name the name of a company words of experts humorous language
the concept of freedom pictures or images the unusual idea the design
Warming-up
Talk about why these advertisements attract you.
It’s attractive because the product name “佳洁士” has the meaning of “clean”.
The advertisement is attractive because it is very humorous.
the design
words of experts
the concept of freedom
the unusual idea
the product name
humorous language
pictures or images
the name of a company
Read the passage quickly and choose the main idea.
a different types of advertisements
b the development of advertisements
c different attitudes towards advertisements
Read and explore
What is the text type of this passage
What helps you identify the text type
This is an explanatory text.
It introduces the development of advertisements in the order of time, and it contains lots of time explanations and examples.
Read and explore
Read again and underline the main idea of each paragraph.
Read and explore
core concept
Read again and underline the main idea of each paragraph.
Read and explore
Read again and underline the main idea of each paragraph.
Read and explore
Read again and underline the main idea of each paragraph.
Read and explore
Read again and underline the main idea of each paragraph.
Read and explore
Read and explore
Read the passage and complete the table.
Purposes
Disadvantages
Read and explore
Read the passage and complete the table.
Classic ads Give information about_____________________________________ To tell people ___
_______________
_______________
_______________
_______________ Not suitable when _______________
_______________
_______________
Not attractive
Modern ads Consist of______
______________ Apply _________
______________ To show people __
_______________ To make ads_____
_______________ Not enough to ___________
finding
pictures
or words from experts
modern
design techniques
what the company sells,
where they are located and the name of the product
how good the product is
visually attractive
products and services
are in direct competition
with each other
certain products
be noticed
sell goods directly
visually attractive
Read and explore
Read the passage and complete the table.
Improved modern ads Combine ______
______________
_________ with ______________ Use concepts including ______
______________
______________ To stand out ___
_______________
_______________
_______________ To make people believe that ______
________________
________________ Repeating old ideas
Not __________
It does not matter_
________________
________________
________________
the
freedom,
effective
they “must” have the product
of design
highest standard
creative ways
happiness, wealth and success
in a world of competitive
advertising
how attractive the ideas linked with the product is
focus on people’s feeling and thinking
psychologically
satisfying
Read and explore
Read the passage and complete the table.
Further improved modern ads Use humour as well as ______
______________
______________ _______________
_______________
_______________ _______________
_______________
_______________
_______________
To create sth. that has never been seen before
To make people
forget that sb. is
trying to sell them
sth.
new and
To surprise people
unusual ideas
use new and unusual ideas
fancy / novel(新奇的)
Read and explore
Read the passage and complete the table.
Public ads Help to increase public knowledge and ___________
______________
______________
______________
To encourage citizens to ______________________________ ______________________________
______________________________
______________________________
_________ To educate the public ____________
______________________________
______________________________
participate in improving their neighorhood, protecting the environment and helping other people .
make our
society a better place for everyone
on fighting
AIDS, saving water, helping the poor, giving up smoking, etc.
educative/informative
Read and explore
Read the passage and complete the table.
Features
Purposes
Disadvantages
Read the passage and decide whether the following statements are true (T) or false (F).
1. Classic advertisements used to tell people more about their products but little about the companies’ locations.
2. Modern advertisements can still stand out easily by spending a lot of money on visually attractive design.
3. The concept of freedom, success, happiness can all be used by advertisers to sell products.
4. Public advertisements play an important role in educating the public about environmental, social and health issues.
Post-reading
Driving force
Use the diagram to talk about what you have learnt about advertising.
Group work
The Advertising Game
Classic ads
Modern ads
Improved modern ads
Public ads
give information
location/what to sell
Commercial ads
Further improved modern ads
not suitable in competitive market
direct
pictures or words from experts
not enough to be noticed
visually attractive
combine the highest standard of design with creative ways
freedom, happiness, wealth
old and not effective
use humor and new and unusual ideas
As a result, people forget someone is selling them sth (successful)
psychologically satisfying
novel/fancy
educate the public…
encourage citizens…
make a contribution to society
educative/informative
1. What is the driving force for the development of ads
2. What does the title “The Advertising Game” mean
3. What is the text type of this passage
4. What are the writing techniques in this passage
Deep thinking：
What is the driving force for the development of ads
Para 1 Line 4
Such advertisements have gone through a process of change over the years along with social, economic, technological developments.
或者利用下图进行教学活动
Group work
The Advertising Game
Classic ads
Modern ads
Improved modern ads
Public ads
Commercial ads
Further improved modern ads
Driving force
social, economic, technological development
Use the diagram to talk about what you have learnt about advertising to your group members.
What does the title “The Advertising Game” mean to you
Both commercial ads and public ads have their real purposes.
No matter how commercial advertisements develop, their real purposes are always selling their products and getting profits.
And they will always develop because of the driving force.
As for public ads, they want to educate and encourage people to make a contribution to society and welfare and make our society a better place for everyone.
You should try to __________exercise ______a healthy diet.
The advertising team ___________ people from different areas.
The idea of the advertisement was ______________ a film.
I don’t like any activity _____________ commercial purposes.
I’d like to ____________ neighbourhood activities, but I don’t have time.
He did not ___________ in the crowd so they took no notice of him.
Dr. Kinston set forth the basis of his _________to teaching students.
They ___________ moving to a bigger house by the end of the year.
Exercise
Complete the sentences using the correct form of the phrases.
originate from link with consist of participate in combine…with…
anticipate stand out approach
combine
with
consist of
originated from
anticipate
participate in
stand out
approach
linked with
Advertising agencies would create a basic type of advertisement known as a commercial advertisement. (Line 3)
Classic advertisements used to give information about finding certain products.(Line 7)
From the name, you would know what the company sells, where they are located, and the name of the product. (Line 13)
Advertising agencies used to create this kind of advertising and it could be very effective. (Line 15)
Ideas that would work in the past genuinely are not as effective now. (Line 40)
These advertisements have helped to increase public knowledge about topics that used to be ignored by most people, and this has made our society a better place. (Line 63)
Samples from the textbook
Did people do these things regularly or just once Do they still do them now
Focus on Language: used to and would
Complete the table with used to, use to, would or wouldn’t
used to
would
use to
wouldn’t
use to
Would
Similarity:
We use used to and would to talk about things that happened regularly in the past but no longer happen now.
Difference:
would usually describes actions;
used to usually describes actions or states.
Eg. We would/used to go mushroom-picking in autumn.
My little sister used to be very shy.
We _________ live in a small town but last year we moved to a big city.
My primary school teachers ______________________ give us any homework but they _______________teach us a lot in class.
Harrison Ford _____________ accept the strangest jobs before he became an actor.
I _______________ like seafood, but now I just love it.
Mr. Smith _______________ watch tasteless TV talk shows all day before he lost his sight.
When I was a child, we ___________ live near the coast.
Complete the sentences with used to/didn’t use to or would/wouldn’t. In some cases, both used to and would are possible.
used to
wouldn’t/didn’t use to
would/used to
used to
didn’t use to
used to/would
used to
Thank you

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