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(共34张PPT)
Unit 6 THE MEDIA
Lesson 3 The Advertising Game
Ⅰ
Pre-reading
Pre-reading
Do you prefer this advertisement and tell the reason.
What makes an advertisement attractive
the product
name
the name of
a company
words of experts
the concept
of freedom
Activate and Share
Prediction
What will be talked about in the passage according to the title
The Advertising Game
Ⅱ
Fast reading
Fast reading
Skim through the passage. What is it mainly about
a. Different types of advertisements
b. The developmemt of advertisements
c. Different attitudes towards advertisements
√
This is an explanatory text/essay.
It introduces the development of advertisement in the order
of time, and it contains lots of time explanations and examples.
What is the text type of this passage
What helped you identify the text type
Fast reading
Ⅲ
Intensive reading
Intensive reading: Read and Explore
Read the passage again and underline the main idea of each paragraph.
P1
P2
Purpose
of ads
Classic
ads
P3
Modern
ads
Intensive reading: Read and Explore
P4
Improved
modern
ads
Intensive reading: Read and Explore
P5
Further
improved
modern ads
Intensive reading: Read and Explore
P6
Public
ads
Intensive reading: Read and Explore
Read and Explore
Read the passage in detail and fill in the blanks in the table. P60
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
certain products
what the company sells,
where they are located and the name of the product
products and services
are in direct competition
with each other
pictures or words from experts
modernn design
techniques
how good the product is
visually attractive
be noticed
Read and Explore
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 highest standard of design
creative ways
freedom, happiness, wealth and success
in a world of competitive
advertising
they “must” have the product
effective
how attractive the idea linked with the product is
Read and Explore
Further improved modern ads Use humour as well as ______
____________
____________ _______________
_______________
_______________ _______________
_______________
_______________
_______________
new and unusual ideas
To surprise people
To create sth. that has never been seen before
To make people
forget that sb. is trying
to sell them sth.
Read and Explore
Public ads Help to increase public knowledge and ___________
_________________________
_____________ To encourage citizens to _________________________________________________________
_____________________________
_____________________________ To educate the public
_____________________________
____________________________
make our society a better place
for everyone
participate in improving their neighborhood, protecting the environment and helping other people.
on fighting AIDS, saving water, helping the poor, giving up smoking, etc.
Read and Explore
Now, write three headings that can categorise the information in the first row.
Features/improvements
Purposes
Problems
Read and Explore
Ⅳ
Post-reading
Ex 6: Answer the questions (P60)
1. What does a classic advertisement look like
2. Why do modern advertisements have to attract the attention of the public
3. What concepts and ideas are often used in modern advertisements
4.What do advertisers do to make people forget the selling purpose of advertisements
5. How has the government used advertisements in the last decade
A classic ad gives information about a product and very often it includes the name of a company, part of which might include the name of the place from which the product originated.
1. What does a classic advertisement look like
2. Why do modern advertisements have to attract the attention of the public
Because people are used to seeing a high standard of visual design, and products and services are in direct competition with each other.
3. What concepts and ideas are often used in modern advertisements
They use the concept of freedom, and other common ideas include happiness, wealth and success.
Para.5
4.What do advertisers do to make people forget the selling purpose of advertisements
They use humour and unusual ideas to surprise people.
Further improved modern
advertisements
Para.6
5. How has the government used advertisements in the last decade
Public advertisements
The government has sponsored advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.
Pair Work: Think and share
1.What has been the driving force for the development
of advertisements
2. What does the title “The Advertising Game”
mean to you
Features
Purposes
Problems
improvements
Driving forces
To win more customers and satisfy more needs
1. What has been the driving force for the development of ad
2. What does the title “The Advertising Game” mean to you
V
Language points
go through
originate from
consist of
separate sth. from sth.
stand out
combine sth. with sth.
link sth. with sth.
participate in
经历，经受
发源于；起源于
由……构成
把……与……区别开来
突出
把……与……结合起来
把……与……联系起来
参与
Ex 9 (P61)
Complete the sentences using the correct form of the phrases.
originate from link with consist of participate in combine…with…
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.
combine
with
consists of
originated from
participate in
linked with
Mind map （Group work）
The Advertising Game
？？？
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
pictures or words from experts
not enough to be noticed
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)
educate the public…
encourage citizens…
make a contribution to society

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