Transcript 幻灯片 1

Unit Four
Beware of ads!
Lead-in activity
 Watch the video and
try to figure out what is
the ads about?
Slogan Writing
makes a simple, direct, concise简明
的, crisp新奇的, and apt statement
is often witty, if it is required as
not all advertising slogans are
meant to be witty
gives a credible impression of a
brand or product
Slogan Writing
makes the consumer feel "good"
makes the consumer feel a desire or
need
is hard to forget—it adheres to
one's memory (whether one likes it
or not), especially if it is
accompanied by mnemonic devices,
such as jingles, ditties, pictures
or film sequences on televised
commercials.
Group Work
Matching
Work in groups. Match
the slogans with the
product or company.
Group Work
No more tears.
All the news that
fit to print.
Don’t leave home
without it.
Just do it.
New York Times
American Express
Credit Card
Johnson’s Baby Shampoo
Nike
It’s the real thing.
The pause that
American Airlines
refreshes.
Something special in the
Coca-Cola
air.
Group Work
Intel Inside.
You deserve a
break today. / I’m
lovin’ it.
We do chicken
right.
Because you’re worth
it.
Where do you want
to go today?
McDonald’s
Intel
Kentucky Fried
Chicken
Microsoft
L’Oréal
Group work
 Discussion: Work in groups of four and
discuss the following questions about
advertising.
 Where can ads be found?
 What’s the purpose of advertising?
 What’s the characteristics of
advertising?
Advertising Is Everywhere
Group work
 Advertising appears in the most obvious
and the most unlikely places. Make a list
of places or things or events where ads
appear — excluding newspapers,
magazines, television and radio. The
group that comes up with the most
unusual or interesting places wins.
Examples
 on billboards （广告牌）;
 on the walls of stores;
 on and in buses, trains or
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ships;
on posters;
on the Internet;
on balloons in the sky;
on entrance tickets;
 on umbrellas, T-shirts,
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pencils, toys;
on shopping bags;
on mouse pads;
in free samples;
in books, newspapers
and magazines;
on the walls of
washrooms.
The purpose of advertising:
 to sell products or services;
 To make people become aware of good
qualities;
 To show people where they can buy things;
 To show that the company is prospering.
The characteristics of advertising:
 Making promises;
 Telling people what to do;
 Offering people a whole lifestyle behind
a product;
 Being brief, esp. on TV (because of the cost).
Asking for clarification
 What do you mean by… ?
 What did you say just now?
 Could you explain that again?
 Could you explain what you just said?
 Excuse me, I’m not very clear about …?
Clarifying
 It means…
 What I’m saying is… / All I’m saying is …
 What I’m trying to say is…
 What I wanted to say was…
Home Assignment
Discussion
Do advertisements play a
positive or negative role in
our society?
Home Assignment
Procedures
 Step 1: 1 minute’s presentation of each
side’s point.
 Step 2: 8-10 minutes’ free debate, which
begins with the cons’ questioning.
 Step 3: 1 minutes’ final statement for each
side.