Transcript Advertise advertisement (ad)

1. Let us make things better.
让我们做的更好(Philips) 。
2 .No business too small, no problem too big.
没有不做的小生意，没有解决不了的大问题。 (IBM)
3. Impossible made possible．
使不可能变为可能。(Canon)
4. Just do it. (Nike)
只管去做。
5. The taste is great.
味道好极了。 (Nestle)
6. The choice of a new generation.
新一代的选择。 (Pepsi)
7. Take TOSHIBA, take the world.
拥有东芝，拥有世界。 (Toshiba)
Words related to advertising
Advertise
advertisement (ad)
Advertiser
Brand
Post
Spokesman
Spokeswoman
Designer
Entertaining
Promote
Customer
Slogan
Writer
Mislead
Humorous
Accuse
persuasive,
broadcast
Annoying
appeal to
Frequent
Profit
Illegal
text
Advantages
Disadvantages
Help customers find good
product
Can lead people to buy
the wrong products
Help companies make
money
Can make teenagers want
things that are bad for
them
Can be used to inform
people about important
issues (is talking about a
Can be ugly and noisy
subject or event)
Paragraph 2:
Advantage: ads help us make informed choices.
Disadvantage: ads make us believer that a certain
product is better than it really is or what we will be
happier if we buy the product.
Paragraph 4:
Advantage: advertising increases product sales;
increased sales means reduced prices; ads help
consumers choose among all the available products.
Paragraph 5:
Advantage: ads introduce new products. Truthful ads
provide good information that helps customers make
better choices. Ads allow customers to compare
prices and quality.
Paragraph 6:
Advantage: ads can be used to improve society.
Paragraph 7:
Disadvantage: bad ads use illegal ways to mislead
consumers.
General idea of each paragraph:
Para.1: Ads are found almost everywhere
Para.2: People react to advertisements in different ways.
Para.3: the basic principle of advertising is to influence
the choices customers make by introducing …needs.
Para.4: Ads help companies and customers in a variety
of ways.
phrases
Para.5: The most important function of advertising is
to introduce new products.
Para.6: Governments and other non-profit organizations
use ads to spread knowledge, change attitudes and
improve society.
Para.7: Customers should be careful of illegal ads.
(There are some ads that are not helpful.)
Para.8: Customers should learn to protect
themselves from false ads and make smart choices.
phrases
Answer the following questions:
1. Please write a sentence to replace the first
sentence in paragraph 2.
2. Who are ‘defenders of ads’? (in paragraph 2)
3. What are ‘informed choices’? (in paragraph 2)
4. What are ‘potential customers’? (in paragraph 3)
5. What does ‘to get their message across’ mean?
(in paragraph 3)
6. What are ‘available products’? (in paragraph 4)
7. Paraphrase the sentence ‘Armed with facts and
figures, …’. (in paragraph 5)
8. What does ‘spot’ mean? (in paragraph 7)
9. What is ‘hidden information’? (in paragraph 7)
10. What does ‘it’ refer to? Line (2 in paragraph 8)
11. Paraphrase ‘If we cannot distinguish … .
(paragraph 8)
1. Please write a sentence to replace the first
sentence in paragraph 2.
People have different opinions to advertisements.
2. Who are ‘defenders of ads’? (in paragraph 2)
Those who take an positive reaction to advertisements
3. What are ‘informed choices’? (in paragraph 2)
Choices made after referring to much information
4. What are ‘potential customers’? (in paragraph 3)
The customers who may buy the products in a later
time.
5. What does ‘to get their message across’ mean? (in
paragraph 3)
To make their message (information conveyed in ads)
understood by the customers
6. What are ‘available products’? (in paragraph 4)
The products that can be bought on the market
7. Paraphrase the sentence ‘Armed with facts and
figures, …’. (in paragraph 5)
Knowing a lot of facts and figures of products,
customers won’t be easily persuaded to buy
something they don’t really need at all.
8. What does ‘spot’ mean? (in paragraph 7)
Tell bad ads from good ones
What is ‘hidden information’? (in paragraph 7)
Information in ads that the advertisers don’t want the
customers to know
What does ‘it’ refer to? Line (2 in paragraph 8)
For companies to introduce new products and
increase sales.
Paraphrase ‘If we cannot distinguish … . (paragraph 8)
If we cannot tell fiction from facts, the ad makers will
easily persuade us to buy something that we don’t
really need or that is bad.
Answer the following questions:
1. Why do some critics take a negative reaction to ads?
2. Why do companies spend a large amount of money
employing advertisers?
3. What do the advertisers do to appeal to the customers
emotions?
4. How does advertising make a product cheaper?
5. Are all ads used to promote a product? If not, what else are
they used for?
6. Why do advertisers tend to name a well-known person as
their spokesman or spokeswoman?
7. What is a ‘bait-and-switch’ ad?
8. Why is advertising popular?
9. How does advertising help consumers and companies?
10.How can we protect ourselves from misleading ads?
11.Do you think it is useful to read a lot ads before you buy
something?
12.Do you like ads? Why or why not?
Phrases(1-4)
On TV
Over the radio
On the Internet
With the development of
Hand in hand 联系密切，手拉手
Associate… with…联合
Get…across（使）通过，被理解
Appeal to 呼吁，上诉，有吸引力
Instead of
A variety of
Product sales
Take… into consideration
Make the right decision
React to 对…反应
Make choices
Introduce something to somebody
On the one hand, …On the other hand,…
Accuse…of…因某事控告（指责）某人
back
Phrases(5-8)
The function of
Allow somebody to do something
Armed with用…武装起来，装备有…
Be used to do
Deal with
Be aware of 知道，意识到
Non-profit organization
Look out for
The average consumers
Keep an eye out for
At the best price
So-called
Distinguish with A and B
Distinguish A from B
Protect… from…
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