Unit 11 The Media Lesson 3 The Advertising Game ( Period One ) 肥西中学 孔媛媛

GAME Guess the BRAND ？

Every time a good time McDonald'sMcDonald's 更多欢笑 更多欢乐 就在麦当劳 （麦当劳）

Behind that healthy smile, there ’s a Crest kid. Crest toothpaste 健康笑容来自佳洁士。 （佳洁士牙膏）

Impossible made possible 使不可能变为可能。 （佳能打印机） （佳能打印机）

只溶在口，不溶在手 （ M ＆ M 巧克力） M&Ms melt in your mouth, not in your hand.

Obey your thirst Sprite 服从你的渴望。（雪碧）

Good to the last drop ． Maxwell House 滴滴香浓，意犹未尽 （麦斯威尔咖啡）

a diamond forever de beers 钻石恒久远，一颗永流传 ( 戴尔比斯 钻石权威 )

Focus on life Olympus 瞄准生活 （奥林巴斯）

 Where have you seen and heard advertising?

In the street

on the bus /at the bus station

on the radio

on TV

advertisement on TV

in the newspaper

in the magazine

advertisement on the Internet

Choose the words for their definitions 1. to make known to the public, e.g. in a newspaper or on TV ____________ 2. something used for advertising things _______________ 3. the business of encouraging people to buy goods by means of ads ____________ 4. the person who makes ads ____________ advertiser advertise advertisement advertising advertise advertisement advertising advertiser

Fast-reading: Re-arranging 1. The combination of the highest standards of design and new ideas. 2. Today’s top advertisers try to make people forget the main purpose of ads. 3. About classic ads. 4. Public ads have helped to increase public knowledge. 5. Ads are made visually attractive to hold the attention of the public

Careful-reading: detailed information in each paragraph Listen to the text

What information ? general location the name of the company the brand name Paragraph 1: classic ads

the classic ads location brand name company name product brand name product company namelocation

Problem: ________________might not be suitable when there is much competition in the market place. Solution:Ads need to ______,and ______ the ______ of the public. Ways: 1. use pictures or the words of ______ 2.create ads that people _________ at Paragraph 2:the ads in the market Classic advertising attract hold attention experts enjoy looking

the ads in the market pictures or the words of experts enjoy looking at

Problem: People are used to ___________ ______________________. Solution: Modern ads must ________ the highest standards of ________ with new ideas to make them more _________. Paragraph 3: Modern advertisements seeing high standards of visual design combine design attractive Concept of freedom,happiness, wealth and success

modern ads highest standards of visual design high clearlight thin idea linked to the product

Problem: For many of today’s advertisers, ________ old ideas is not a successful approach. Solution: The advertisers look for other ways to make people ____________________ and _____________________________. Ways: The top advertisers use ________ as well as _____ and _______ ideas to surprise people. Paragraph 4:the top advertisements of today repeating notice their products forget the main purpose of the ads humour new unusual

the top ads of today humour, new and unusual idea They make people forget that someone is trying to sell them something.

Paragraph 5: Public advertisements Problem: Some advertising is about ____________ and ________ for a profit. Solution: Some ads aim to make _____________ to ________. Ways: 1. _____________ citizens to _________ in improving their neighbourhood. 2. __________ the public on ________ AIDS, ________ water, ________ the poor, __________ smoking, etc. selling productsservices contributionssociety Encouragingparticipate Educatingfighting savinghe lping giving up

Public advertisements protect the environment make contributions to society

3 Answer the questions of Ex3.

1. When does the simplest type of advertisement work? Answer the following questions 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? saving waterfighting aids helping the poorgiving 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.

Appreciate some public advertisements

Vocabulary: Find these words and match them a) traditional, typical b) company c) right for something d) contain e) plan of how money should be spent f) rapid increase g) idea h) method i) belonging to the present time j) area around where you live

a) traditional, typical _________ b) company _________ c) right for something _________ d) contain _________ e) plan of how money should be spent _________ budget classic consist ofcorporation suitable

approach concept neighbourhood contemporaryboom f) rapid increase ___________ g) idea ___________ h) method ___________ i)belonging to the present time ______________ j) area around where you live ______________

form Advantages Disadvantages make people annoyed be misled by false and incorrect information easily cheat consumers to buy the useless products raise the price of products … help consumers make informed choices entertain people increase product sales make people aware of social problems and government policies …

Match the words in the box with the correct advertisements. Word Corner Jeweller’s, baker, airline, cinema, gym

1.We have more beautiful necklaces and rings inside the shop. _______________________________ Jeweller’s Jeweller’s, baker, airline, cinema, gym

2. Watch all the new movies here! ____________________ cinema Jeweller’s, baker, airline, cinema, gym

3. Join us for the most delicious cake and get a free coffee! _________________________________ baker Jeweller’s, baker, airline, cinema, gym,

4. Keep fit and look good. Join us now!_______________________ gym Jeweller’s, baker, airline, cinema, gym,

Thank you!