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Unit 6 Advertising Campaigns
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Unit 6 Advertising Campaigns Preparation Listening-centered activity Listening-centered activity Reading-centered activity Reading-centered activity.

Dec 31, 2015

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Page 1: Unit 6 Advertising Campaigns Preparation Listening-centered activity Listening-centered activity Reading-centered activity Reading-centered activity.

Unit 6Advertising Campaigns

Page 2: Unit 6 Advertising Campaigns Preparation Listening-centered activity Listening-centered activity Reading-centered activity Reading-centered activity.

PreparationListening-centered activit

yReading-centered activit

y

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主题词汇Commerce tradeAdvertisement

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Commerce trade Domestic trade International trade Foreign trade Free-trade area Commercial channels Commercial transaction Customs duty

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Advertisement Aspects of ads Best-selling Analysis of products Target audience Dishonest or false claims Moral issue

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Listening-Centered Activities listening 1 Lower our prices Masses of sofa beds View on Sunday At a price Be packed with Pull-out section

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Listening 1

Local papers Sensitive skin Take special care of Contain a medicated ingredient Leave… dry or tight New tracks

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Listening 2

Design a restaurant primarily for children

Target its ad campaigns at children Hook children By the time The exterior symbols of McDonald’s Play in safety A mix of different styles

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Listening 2

The hamburgers The Trench fries The milk shakes Want repeat customers Hold their annual birthday party There is no mess for parents to clean

up.

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Advertising Claims

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summary of the text

The passage discusses the principles of making advertisements, and introduces six basic techniques.

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Words, phrases and grammatical points

A person unaware of advertising’s influence on him is precisely the one most vulnerable to the adman’s attack.(l11-12)

“Precisely” has two meanings:

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precisely

Accurately and exactly 精确地 ; 确切地 例 : Be here at precisely 4 o’clock. 恰恰 , 正是 , 恰好 例 : That is precisely the reason.

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Falsehood (L.21)

The suffix “-hood” means ”the state or time of being something”.

E.g. likelihood,manhood, brotherhood, neighborhood, childhood, widowhood, adulthood, girlhood, motherhood

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But note that the use of the number “twelve” makes the claim far more believable than if it were taken out. “more…than” 结构中 ,than- 分

句为省略句 . If- 分句为虚拟语气。 It 指代 the number “twelve” 。

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inhabitant n. The city has ten million

inhabitants.

inhabit vt. Inhabitation n. Habitant n. Inhabitable adj. Habitat n.

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belittle vt.

及物动词,用于正式的文体和场合。 He tends to belittle his own achi

evements.

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render vt.

及物动词,一般用于比较正式和庄重的场合。

To render thanks To render into Chinese His fatness renders him lazy.

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downright adj./adv.

一般用来形容坏的,虚假的,或令人讨厌的事情。

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This is a downright lie.

He is downright rude to me. Jeff’s just downright lazy.

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Modify v. Modifier n.

Change: 通用词,改变。 Alter : 改变细节或外表。 Vary : 表示转换,变易所致的变化和不同。 Modify: 表示略加修饰。

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Apt adj. Aptly adv.

An apt answerThis shoe is apt to slip.My sister is apt at language.“Light-foot” was aptly named;we

never head him enter.

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Hollow adj.

Hollow 一词多义 A water pipe is hollow. Hollow cheeks Give a hollow laugh Make hollow promises

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Affirm vt.

及物动词,比较正式用语。

The general affirmed the rumor s of an attack.

By submitting to male values, they symbolically affirm male superiority.

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peer vi./n.

注意区分 peek vi. 偷看,分开。 Vi. Peer at/across/through N. 同等的人

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Delight in = take delight in

They seem to delight in keeping everyone waiting.

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Pride oneself on something

Linda prides herself on her ability to speak six languages.

The school prides itself on its excellent basketball team.

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精彩表达

Immunity to advertising Native inhabitant of consumer land A bunch of lies Play a minor supporting role Dramatic effect Work below the level of conscious

awareness

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The one most vulnerable to the adman’a attack

Harmless nonsense Render defenseless Advertising claims Persuasive techniques

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Downright lies Fall into category of Bold lies Balance on the narrow line between truth

and falsehood by a careful choice of words Parity product Avoid mentioning Alice-in-Wonderland

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At first glance Disintegrate into hollow meaningless on

analysis So what A mystery ingredient that sounds

impressive Demand the as be withdrawn Flatter the consumer do what is right for you, no matter what

others do

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After-Class readingPassage 1 insights into

advertising Words,phrases and grammatical points

Coverage n. 新闻报道a. Television coverage of the mass meetin

gb. CCTV gave the story extensive coverag

e in the evening news.

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Frugal adj.

A frugal housekeeperBe frugal of one’s time and money

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Infer v.

e.g. Am I to infer from your words that you think I am a liar. Inference n. Inferential adj.

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Reliable adj.

注意与 reliant 区分开。 Reliably adv. Reliability n. I’m reliant on him because he is reli

able.

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Reservation n.

Accept the plan with reservation Confirm the reservation

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Passage 2 Developing n advertising

campaign

Words,phrases and grammatical points

Circulation n. A newspaper with a circulation of

more than one million He has a good circulation.

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Execute v.

Execute sb’s commands Execute one’s purpose Execute s murderer The piano is badly executed.

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Direct at=direct to

This advertisement is directed mainly at young consumers.

Almost all of Luxun’s essays were directed at the enemy.

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Passage 3 advertisement appreciation

Words,phrases and grammatical points

Melt v. melt away melt sth. Down Sugar melts in tea. Her heart melted with pity.

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Shed v.

Trees shed their leaves and flowers shed their petals.

Shed blood Shed clothes Shed happiness

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Break up

The ship was broken up for scrap metal.

The enemy ship broke up on the rocks.

Break up a word into syllable.

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Execute v.

Execute sb’s commands Execute one’s purpose Execute s murderer The piano is badly executed.

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Execute v.

Execute sb’s commands Execute one’s purpose Execute s murderer The piano is badly executed.