The new digital era. 数数数数数 Take time to indulge. The taste is great. 味味味味味。 Good to the last drop. Intelligence everywhere. Just do it. Connecting people. 数数数数数数。 Obey your thirst.
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!