Transcript discuss advertising

Unit 11 The Media
Lesson 3
The Advertising Game
( Period One )
Objectives
By the end of this lesson,
you’ll be able to
◆ know the design, the idea and
the effect of advertisements;
◆ understand advertisement
development;
◆ discuss advertising
Lead-in
Watch a video of an advertisement
and guess,
“What product is it for?”
Just do it.
只管去做吧!
Impossible made possible.
使不可能变为可能。（佳能打印机）
Intelligence everywhere.
智慧演绎，
无处不在。
（摩托罗拉手机）
The taste is great.
味道好极了。
（雀巢咖啡）
The choice of a new generation.
新一代的选择
（百事可乐）
Let's make things better.
让我们做得更好。（飞利浦电子）
Obey your thirst.
服从你的渴望
（雪碧）
M&Ms melt in your mouth,
not in your hand.
只溶在口，不溶在手
（M＆M巧克力）
Pre-reading
Can you think of some advertisements you have
seen? Where have you seen advertisements?
on TV
in the newspaper
on the Internet
on the radio
in the street at bus/train/subway station
on the bus
in the magazine
on the balloon
on the clothes
in the catalogue
on the board
in the window display
Choose the words for their definitions
advertiser advertise advertisement
advertising
1. to make known to the public, e.g. in a
newspaper or on TV
____________
advertise
2. something used for advertising things
advertisement
_______________
3. the business of encouraging people to buy
goods by means of ads
____________
advertising
advertiser
4. the person who makes ads ____________
While-reading: 1st reading
What does the passage talk about?
A. The advantages and disadvantages
of ads
B. Different sorts of ads
C. The development of advertising
D. The effect of ads on our life
E. People’s attitude toward ads
While-reading: 2nd reading – Re-arranging
1. Products are sometimes linked with
3
different concepts or ideas.
2. New and unusual ideas often appear in
4
today’s top advertisements.
1
3. An ad may give direct information like
names or locations.
4. Public ads have helped to increase
5
public knowledge.
5. Ads are made visually attractive to
2
hold the attention of the public.
While-reading: 3rd reading – Answering
1. When does the simplest type of
advertisement work?
2. Why are modern techniques of design
not enough for advertisements to be
noticed in modern cities?
3. What ideas do today’s advertisers use
to make you notice their products?
4. What has the government done during
the last decade?
Answer the following questions
1. When does the simplest type of
advertisement work?
They work for products that people need
when there is not much competition.
2. Why are modern techniques of design
not enough for advertisements to be
noticed in modern cities?
Because people are used to seeing high
standards of visual design.
3. What ideas do today’s advertisers use
to make you notice their products?
new and
unusual ideas
humourous
They use humour as well as new
and unusual ideas to surprise people.
They hope to make people forget that
someone is trying to sell them something.
4. What has the government done during
the last decade?
fighting aids
saving water
helping the poor
giving up smoking
Over the last decade, the government
has worked hard at using advertisements
to educate the public on fighting AIDS,
saving water, helping the poor, giving up
smoking, etc.
Enjoy the advertisements and put them in the suitable
places.
The advertising game
Read in detail and complete the table.
Problems
1
2
3
4
How to solve? Examples Types
①
Details
Problems It is _____
likely to be just the _____
name of a
_______
company or a ______________.
general location
How to
solve?
Ads need to _______
attract and _____
hold the
attention of the public.
_________
consist of pictures or the
Examples Some ads ________
_____
words of experts, others try to ____
create
looking at.
ads that people simply enjoy
__________
Types
________
Celebrity advertisements
②
Problems
Details
People are used to ___________
seeing high
standards of visual design
______________________.
combine the _______
highest
Modern ads must ________
standards with ideas to make them more
attractive
_________.
concept of _______
freedom
Examples Some ads may use the _______
to sell the car. Other common ideas include
happiness _______
wealth and _______.
success
________,
How to
solve?
Types
Concept advertisements
________
③
Details
Problems For many of today’s advertisers,
repeating old ideas is not a successful
________
approach.
How to
solve?
The advertisers look for other ways to
make people ____________________.
notice their products
Examples The top advertisers use ________
humour as well
new and _______
unusual ideas to surprise
as _____
people.
Creative advertisements
Types
_________
④
Details
Problems Some advertising is about selling
____________
products
and ________
services for profit.
How to
solve?
contributions
Some ads aim to make _____________
society
to ________.
Encouraging citizens to participate
_________ in
Examples 1. _____________
improving their neighbourhood.
Educating the public on ________
2. __________
fighting AIDS,
saving water, ________
helping the poor,
________
__________
giving up smoking, etc.
Types
___________
advertisements
Charity
Voice your opinion
How do advertisements affect our
daily life? Have you ever bought
anything because you liked the idea
promoted in the advertisement?
Thanks a lot!