The new digital era. 数码新时代 Take time to indulge. The taste is great. 味道好极了。 Good to the last drop. Intelligence everywhere. Just do it. Connecting people. 科技以人为本。 Obey your thirst.

Unit 5 Getting the message Reading: Advertising

advertising Brainstorming

the places to put the ads the history of advertising people’s reactions to ads the way to make an ad the functions of ads some famous slogans of ads “bait-and-switch” ads Scan the text and tick out what are mentioned in the passage. ( Where? ) ( The most important? ) ( Meaning? )    

Gist reading Brief introduction ( ) Body ( ) Conclusion ( ) para. 2 para. 3 para. 4-6 para.7 different reactions the basic principle functions “bad ads” para. 1 para. 2-7 para.8 advertising ?

Detailed reading What makes advertising a highly developed industry? The development of radio, television and other media, especially the Internet. ( e.g. pop-up ads )

What different views do people hold? DefendersCritics useful and entertaining; helpful to customers in making informed choices annoying; misleading customers

The basic principle of advertising is ______. A.to introduce a brand name to potential customers B.to associate the product with the customers’ needs C.to influence the choices customers make D.to get their message across C Listen to the tape and find out the answer.

By introducing a brand name to potential customers, and by associating the product with the customers’ needs, companies are able to influence the choices customers make.

Listen to the tape and find out the answer. [ By introducing a brand name to potential customers, and by associating the product with the customers’ needs, ] companies are able to influence the choices customers make.

Find out whether the statements are true or false. ( ) 1. Because of the costs of ads, products become expensive. ( ) 2. Truthful ads can help customers make the right decision. ( ) 3. All ads are not used to promote a product or to increase a company’s profits. F T T

How do bad ads mislead consumers? By using “hidden information”.“hidden information” By showing pictures that are only partly true or have been changed to look better. By using a trick called “bait-and- switch”.

Conclusion We should learn to analyze ads to protect ourselves from false advertisements and make good choices.

Speaking 1. Say something about “advertising”.

2. Find out the advantages and disadvantages of ads AdvantagesDisadvantages increase sales and profits reduce the prices help people make decisions make people aware of social problems provide information --- annoying mislead people or cheat them of money take up too much time and space on TV and in the newspapers give false or incorrect information ---

Topic discussion 1. In your opinion, what makes a good advertisement? a good brand name a slogan easy to remember imagination and creativity truthful facts humor vivid pictures appealing to customers’ emotion the feeling of love,happiness and success ---

“3 Bs” beauty baby beast

2. If you are asked to make an ad for our school, what will you focus on? Topic discussion location; history; characteristics; equipment; harmony; slogan; ---

Homework 1.Read the passage again and again and underline the phrases you think important. 2.Make an advertisement for our school or make a public advertisement in groups.

Thank you!