Transcript Advertising
Objectives To enjoy some ads To learn to discuss the four ads on Page 1 To get some ideas of the two main types of advertisements and their respective purposes To design slogans for ads Listening practice Appreciation of a video clip What’s the video about? It’s about a kind of automobile called Buick. Actually the video clip is an ad (______________). advertisement Do you know what an advertisement is? An ad sells something like products, services or ideas. To do this, it provides information using persuasive language or exciting images. More advertisements for you to enjoy More advertisements for you to enjoy More advertisements for you to enjoy What impression do the advertisements have on you? interesting/ entertaining exciting impressive persuasive What the above ads have in common is that they mainly employ exciting images. But what else do you think is also important in advertising? Actually persuasive language is of equal importance in advertising. The following are some well-known slogans (广告词). Guess what they sell. Arts in advertising (slogans口号, 广告词) First translate the slogan and then guess what kind of product is being advertised. 1. Good to the last drop. 滴滴香浓, 意犹未尽。 coffee → Maxwell coffee (麦斯威尔咖啡) 2. Obey your thirst. 服从你的渴望。 beverage → Sprite (雪碧) 3. Poetry in motion, dancing close to me. 动态的诗, 向我舞近。 car → TOYOTA (丰田汽车) Arts in advertising (slogans口号, 广告词) 4. Just do it. 只管去做。 shoe → NIKE (耐克运动鞋) 5. Intelligence everywhere.智慧演绎, 无处不在。 cell phone → Motorola (摩托罗拉手机) 6. 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。 computer → IBM公司 How much do you know about advertisements? They usually have a spokesman or a spokeswoman They are visually attractive Questions □ Why do companies advertise? To sell their products and earn more money from us … □ Where do we always see advertisements? Almost everywhere. (via every kind of medium) Where can you see advertisements? in the street on the bus at the bus station on the radio on TV in the newspaper in the magazine on the Internet Describe the following advertisements. What does each advertisement try to tell us? Do the ads mentioned above belong to the same type? Some advertisements make us products or service want to buy __________________, think about while others make us ___________ problems in society or about people ______________________________ who need help _______________. two kinds of ads: commercial ___________ ads (CAs) public service ads (PSAs) _____________ Appreciation of a public service ad Differences between CAs and PSAs Commercial Public Service Ads Ads to attract people’s to make attention to social a profit problems Aim Expense chargeable Reliance 信誉度 low free of charge high More ads for you to enjoy and tell if it is a commercial ad or a public service ad. (pay attention to the slogans) Taiwan, China! Cherish your life! Enjoy your music, Enjoy your Sony! Shoes can fly! So can your dreams! Show time: A competition • If you are asked to design slogans for some ads, what slogans will you design? (Finish the task in groups of four within 3 minutes) Competition: Please design some slogans for the following Possible versions • Colgate, a gate through which you can see white teeth ! • With Colgate, just grin(露齿笑)! • Bad breath? Try Colgate ! • Colgate makes you cool ! Possible versions • No water, no life. • Please save water! It’s the source of life! • Don’t let our tears be the last drop of water! • The wounds of the earth call for water! Complete the following passage by filling in each blank with one word that best fits the context. People Change Their Attitudes towards Ads One night, when television began broadcasting a boring TV show, I said to my wife, "The program is even 1.________ less interesting than the advertisements, or commercials. Let us have a change. My wife, 2.________ who happened to have a remote control in 3._______ her hand, agreed immediately, switched to another channel and enjoyed an advertisement with me. the moment, I found that we were no longer as Just at 4.______ as disgusted with the commercials 5.________ we had been before. when I told my experience to my The next day 6._______ colleagues, they, 7._____ to my surprise, all had the same feeling. A few even sang several of the commercials songs. ago A few years 8.________, when advertisements began to appear in the Chinese media, most people, including myself, were against the practice. What on earth has changed the audience's mentality in only several years' time? Discussion Some people say that advertising encourages us to buy things we really do not need. Others say that advertisements tell us about new products that may improve our lives. Which viewpoint do you agree with? Use specific reasons and examples to support your answer. Homework • Collect some English advertising slogans.