The new digital era. 数码新时代 Take time to indulge. The taste is great. 味道好极了。 Good to the last drop. Intelligence everywhere. Just do it. Connecting people.

The new digital era.数码新时代

Take time to indulge.

The taste is great.味道好极了。

Good to the last drop.

Intelligence everywhere.

Just do it.

Connecting people.科技以人为本。

Obey your thirst.

Unit 5 Getting the message

Reading: Advertising

advertising

Brainstorming

the places to put the ads

the history of advertising

people’s reactions to ads

the way to make an ad

the functions of ads

some famous slogans of ads

“bait-and-switch” ads

Scan the text and tick out what are mentioned in the passage.

( Where? )

( The most important? )

( Meaning? )

Gist readingBrief introduction( )

Body( )

Conclusion( )

para. 2

para. 3

para. 4-6

para.7

different reactions

the basic principle

functions

“bad ads”

para. 1

para. 2-7

para.8

advertising

?

Detailed reading

What makes advertising a highly developed industry?

The development of radio, television and other media, especially the Internet.( e.g. pop-up ads )

What different views do people hold?

Defenders Critics

• useful and entertaining;• helpful to customers in making informed choices

• annoying;• misleading customers

The basic principle of advertising is ______.

A. to introduce a brand name to potential customers

B. to associate the product with the customers’ needs

C. to influence the choices customers makeD. to get their message across

C

Listen to the tape and find out the answer.

Listen to the tape and find out the answer.

By introducing a brand name to potential customers, and by associating the product with the customers’ needs, companies are able to influence the choices customers make.

Listen to the tape and find out the answer.

[By introducing a brand name to potential customers, and by associating the product with the customers’ needs,] companies are able to influence the choices customers make.

Find out whether the statements are true or false.

( ) 1. Because of the costs of ads, products become expensive.( ) 2. Truthful ads can help customers make the right decision.( ) 3. All ads are not used to promote a product or to increase a company’s profits.

F

T

T

How do bad ads mislead consumers?• By using “hidden information”.• By showing pictures that are only partly true or have been changed to look better.• By using a trick called “bait-and- switch”.

Conclusion

We should learn to analyze ads to protect ourselves from false advertisements and make good choices.

Speaking 1. Say something about

“advertising” .

2. Find out the advantages and disadvantages of ads

Advantages Disadvantages

• increase sales and profits• reduce the prices• help people make

decisions• make people aware of

social problems• provide information

---

• annoying• mislead people or

cheat them of money• take up too much time

and space on TV and

in the newspapers• give false or incorrect

information ---

Topic discussion1. In your opinion, what makes a good

advertisement?a good brand namea slogan easy to rememberimagination and creativitytruthful factshumorvivid pictures appealing to customers’ emotionthe feeling of love,happiness and success ---

“3 Bs”

beauty baby

beast

2. If you are asked to make an ad for our school, what will you focus on?

Topic discussion

location;history;characteristics;equipment;harmony;slogan;---

Homework1. Read the passage again and again and

underline the phrases you think important.

2. Make an advertisement for our school or make a public advertisement in groups.

http://192.168.27.3

http://taihuenglish.blog.edu.cn

Thank you!