资源简介

(共35张PPT)
Unit 6 The Media
Lesson 3 The Advertising Game
第一课时
课前背诵（3mins）
n.广告
n.自由
adj.根本的;基本的;基础的
adj.技术的;科技的;工艺的
vt.创始,创造
vt.位于
adj.合适的,适宜的
vt.吸引
由…构成
n.增长 vt.促进,推动
vi.&vt.(使)结合,(使)组合
把…联系起来 n.联系
vi.参加,参与
agency
commercial
sew
advertiser
budget
visual
competitive
genuinely
anticipate
profit
welfare
neighbourhood
sponsor
advertisement
freedom
fundamental
technological
originate
locate
suitable
attract
consist of
boost
combine
link
participate
n.代理处
adj.商业的,商务的
vi.&vt.缝,缝纫;缝制
n.广告商
n.预算 v.把…编入预算
adj.视觉的,视力的
adj.竞争性强的,有竞争力的
adv.真正地
vt.预期,预料
n.利润,收益,盈利
n.幸福,健康;福利
n.社区,住宅小区,街坊
vt.赞助,资助 n.赞助商
By the end of this period, you will be able to:
can read and remember new words；
can read for specific and detailed information；
can read and talk about the advertising game;
can read for general understanding and specific information of the passage
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
Lead-in
the name of a company
words of experts
What makes an advertisement attractive
the concept of freedom
the place from which the product originates
Pre-reading
研读课本第58、59页课文，从文中找出下列单词并批注其拓展词汇(3分钟）
自学指导1
1. suitable adj.合适的，适宜的
be suitable for... 对……适合
2. particularly adv.尤其，特别地 particular adj. 尤其的，特别的
in particular 尤其，额外，为介词短语，位于句末。
3. amount n.数量
“a large amount of+不可数名词”做主语时，谓语动词用单数。
“large amounts of+不可数名词”做主语时，谓语动词用复数。
amount to 总计为……
4. combine v.（使）结合，联合 combine…with… 把……与……结合起来
combination n. 结合；联合 in combination with 与……联合起来
研读课本第58、59页课文，从文中找出下列单词并批注其拓展词汇(3分钟）
自学指导1
5. genuinely adv.真正地
genuine adj. 真的，名副其实的；真诚的，诚实的，可信赖的
6. anticipate v.预期，预料 anticipation n. 预料，预期
anticipate sth. 预料某事
anticipate doing sth. 预料做某事
It is anticipated that… 据预料……，据预计……
7. participate in 参加
participate in (doing) sth. with sb. 与某人一起参加/ 参与（做）某事
participation n. 参加；参与
participant n. 参加者；参与者
a. different types of advertisements
b. the development of advertisements
c. different attitudes towards advertisements
While-reading
The passage is about advertising. Skim through the passage. What is it mainly about
It introduces the development of advertisements in the order of ______.
time
思 &展
5mins
Underline the main idea of each paragraph on the book and then match the summarized idea with each paragraph.
Para.1　　　 A．classic ads
Para.2 B．purpose of ads
Para.3 C．public ads
Para.4 D．modern ads
Para.5 E．improved modern ads
Para.6 F．further improved modern ads
While-reading
思 &展
5mins
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.
Fast-reading
思 &展
5mins
Read the passage and complete the table.
Features
Purposes
Disadvantages
Detailed-reading
议
5mins
Types ___________ ___________ ___________
Classic ads give information about _________ ______________ to tell people ______ _________________ _________________ _________________ _________________ not suitable when
____________________
____________________
____________________
not attractive
Complete the table. Then write three headings that can categorise the information in the first row.
finding
certain products
what the company sells, where they are located, and the name of the product
products are services
are in direct competition with each other
Detailed-reading
Features
Purposes
Problems
展 &评
10mins
Types Features Purposes Problems
Modern ads consist of __________ __________________ apply _____________ __________________ to show people ________________ ________________ to make ads ________________ not enough to
____________
____________
Detailed-reading
pictures or words from experts
modern design
techniques
visually attractive
be noticed in
a modern city
how good the
product is
展 &评
10mins
Types Features Purposes Problems
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
Detailed-reading
展 &评
10mins
Types Features Purposes Problems
Further improved modern ads use humour as well as ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________
new and unusual ideas
create something that has never been seen before and that people find interesting
to surprise people
to make people forget that someone is trying to sell them something
Detailed-reading
展 &评
10mins
Types Features Purposes Problems
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 neighbourhood, protecting the environment, and helping other people
on fighting
AIDS, saving water, helping the poor, giving up smoking, etc.
Detailed-reading
展 &评
10mins
The advertising industry started with the fundamental purpose of promoting and selling goods to people (who might need them.) 广告业的根本目的是向潜在消费者推销商品。
Advertising agencies would create a basic type of advertisement known as a commercial advertisement.
广告代理公司创造出一种基本的广告形式，也就是我们所熟知的商业广告。
定语从句
以...开始
被称作
议&展&评
小组讨论分析句子成分并翻译（5mins）
各组完成后进行汇报
Such advertisements have gone through a process of change over the years along with social, economic and technological developments.
多年来这些广告与社会、经济和技术发展过程一起经历了一个变化的过程。
go through 经历，遭受，通过；复习
与...一起
多年来
Classic advertisements used to give information about finding certain products.
以前，经典的广告会给出识别某种产品的信息。
used to do 过去经常（一直）发生
be used to do 被用来做...
be used to doing 习惯于做...
表示过去经常性或习惯性的动作或状态现在已经结束
used to do 过去常常
It was likely to be the name of a company, part (of which might include the name of the place) (from which the product originated.)
be likely to be 很可能是…
“介词+关系代词” 引导的非限制性定语从句，指代前面的“公司名”
“介词+关系代词” 引导的定语从句
指代前面的“地方名” originate from
这些信息很可能是公司名，其中一部分公司名可能包含产品的原产地。
There are many jump patterns, most of 9.___________ are accompanied by a song.
which
1．It was likely to be the name of a company，part of which might include the name of the place from which the product originated.
[句式分析]　此句为 ________句。第一个which引导 ____________ 从句，关系词指代 _____________________，定语从句中又包含一个“介词＋which”引导的定语从句，第二个which指代 _______。
[自主翻译]　
主从复合
非限制性定语
the name of a company
the place
这些信息可能是公司名，其中一部分可能包含产品的原产地。
Sentences analysis:
For example, it could be “Shanghai Sewing Machines”, or “Tsing Tao Beer Corporation”.
比如,“上海缝纫机厂”或“青岛啤酒公司”。
From the name you would know (what the company sells,) (where they are located,) (and the name of the product.)
从名字上，你就知道这些公司销售的具体产品、所在地点以及产品名称。
宾从
宾从
Para.3
Advertising agencies used to create this kind of advertising and it could be very effective.
广告代理公司过去常制作这种广告，而且效果很好。
But then they realised that it might not be suitable for a marketplace (where products and services are in direct competition with each other.)
但后来他们意识到，在(产品与服务直接竞争的)市场上，这种广告类型可能不太适合。
be suitable for 适合于
where引导的定语从句
Particularly now, in modern times, advertisements need to attract and hold the attention of the public.
特别是在当代社会，广告需要吸引、保持公众的注意力。
For this reason, it’s now normal to see advertisements (that consist of pictures or words from experts) to show people
how good the product is.
因此，现在的广告常常引用专家的图片、文字，向人们展示产品有多棒。
that引导的定语从句
it形主
to see真主
由...组成
how+adj.+主语+谓语
3．For this reason，it’s now normal to see advertisements that consist of pictures or words from experts to show people how good the product is.
[句式分析]　此句为________句。it是________， 真正的主语是________________________。that引导的是______从句， 在从句中充当_____。to show people how good...中how引导的是____从句。
[自主翻译]　
主从复合
形式主语
to see advertisements...
定语
主语
宾语
因此，现在的广告常常引用专家的图片、文字，向人们展示产品有多棒。
2．From the name you would know what the company sells，where they are located，and the name of the product.
[句式分析]　此句为 ________ 句。what和where引导的是 ______ 从句。
[自主翻译]　
主从复合
宾语
一看名字，你就知道这些公司销售的具体产品、它们的所在地以及产品名称。
Others try to create advertisements (that people simply enjoy looking at.)
还有一些广告代理公司尝试制作(具有观赏性的)广告。
As present-day advertisers often have large budgets, huge mounts of money are spent on applying modern design techniques to make these advertisements as visually attractive as possible.
as+adj+as possible 尽可能...的
that引导的定语从句
因为，由于
大量的
be done：被动 ：被花在
However, even this is often not enough to be noticed in a modern city.
然而，即便是这种广告方式在现代城市中也不足以引起消费者的注意。
不足以做某事
Summary
Commercial advertisements have gone through changes because of the developments of society，economy and technology.
Classic ads used to give information about finding certain products.Effective as they were，they mightn’t be 1.________(suit) for products.It’s normal to see ads 2.__________(consist) of pictures or words from experts to show people how good the product is in order to hold people’s attention.Moreover，some ads apply modern design techniques to make the ads 3.________(visual) attractive.
As the development of advertising，modern ads combine the 4._______(high) standard of design with creative ways by using the 5.________(concept)，making them stand out in 6.____ world of competition.Today’s top advertisers make people notice their products by using humour，aiming to create something 7.____ has never been seen before.
suitable
consisting
visually
highest
concepts
a
that
检
3mins
However，not all advertising is about selling products and services for a profit.Public ads encourage citizens 8.______________(participate) in improving their neighbourhood，protecting the environment and helping other people.Having sponsored ads to educate the public 9.__ fighting AIDS，saving water，etc.，the government tries to increase public knowledge about topics that used to 10.__________(ignore) by most people.
to participate
on
be ignored
1．technological adj. 技术的；科技的；工艺的
→technology n．技术
2．originate vt.创始，创造→origin n．起源；源头
→original adj.原来的，最初的→originally adv. 起初，原来
3．locate vt.位于→location n．地点
4．suitable adj.合适的，适宜的→suit v．适合
5．attract vt.吸引→attraction n．魅力；吸引
→attractive adj.有吸引力的
6．competitive adj.竞争性强的，有竞争力的→compete v．竞争
→competition n．竞争→competitor n．竞争者
7．combine vi.& vt.(使)结合，(使)组合→combination n．混合；
8．anticipate vt.预期，预料→anticipation n.预料，预期，期望
强记强背
站立背诵3mins
1．technological adj. 技术的；科技的；工艺的
→technology n．技术
2．originate vt.创始，创造→origin n．起源；源头
→original adj.原来的，最初的→originally adv. 起初，原来
3．locate vt.位于→location n．地点
4．suitable adj.合适的，适宜的→suit v．适合
5．attract vt.吸引→attraction n．魅力；吸引
→attractive adj.有吸引力的
6．competitive adj.竞争性强的，有竞争力的→compete v．竞争
→competition n．竞争→competitor n．竞争者
7．combine vi.& vt.(使)结合，(使)组合→combination n．混合；
8．anticipate vt.预期，预料→anticipation n.预料，预期，期望
堂清
Thank you
for your listening

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