1. Unit 11 Lesson 3
The advertising game

2. New words advertise (vt) ~ sth. advertise (vi) ~ for sth.
advertisement (n) = ad
advertisements (plur.) = ads
advertiser

3. 6. approach --- method
7. boom --- rapid increase
8. budget --- plan of how money
should be spent
9. classic --- traditional, typical
10.concept --- idea
11.contemporary --- belonging to
the present time
12.consist of --- contain
13.suitable --- right for something

4. Main idea The combination of design and new idea.
The new and general need of
modern ad.
About classic ad
The reason of making people forget the existence of ad.
About the public ad.

5. Right order About classic ad The new and general need of modern ad.
The combination of design and new idea.
The reason of making people forget the existence of ad.
About the public ad.

6. Reading for details 1. When does the simplest type of
advertisement work? (It works when…)
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?

7. 1. It works when we only want to find information about certain products.

8. 2. Because of the advertising boom, people are used to seeing high standards of visual design.

9. 3. They use humour as well as new and unusual ideas to surprise people
3. 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.

10. 4. 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.

11. A Gerund can be used to tell the use of a noun. as subject.
after “Be”.
after a preposition.

12. A Gerund is used to tell the use of a noun.
1. Shanghai Sewing Machine

13. A Gerund is used as a subject.
2. This kind of advertising might not be suitable.
6. Some advertisements may suggest that buying a car can make you free.
7. Repeating old ideas is not a successful approach.
9. Using humor to surprise is important.
11. Not all advertising is about selling products and services for a profit.

14. A Gerund is used after “Be”.
8. The main purpose of the advertisement is making customers spend money.
10. By doing this, they hope to make people forget that someone is trying to sell them something.

15. A Gerund is used after a preposition.
3. A lot of money is spent on applying modern techniques.
4. Because of the advertising boom, people are used
to seeing high standards of visual design.
5. Modern advertisements must stand
out in a world full of competition by combining the highest standards of design with ideas.
10. By doing this, they hope to make people forget
that someone is trying to sell them something.

16. A Gerund is used after a preposition.
11. Not all advertising is about selling products and
services for a profit.
12. There are public advertisements which encourage
citizens to participate in improving their
neighbourhood, protecting the environment, and
helping other people.
13. The government has worked hard at using
advertisements to educate the public
on fighting AIDS, saving water, helping the poor,
giving up smoking.

17. Exercises
getting up
1. I’m an early bird, and I’ve got used to ____________ (get up) at 5:00 a.m.
2. There is only one programme worth __________(watch) today --- the science programme on volcanoes.
3. It’s no use _________ (worry) about it. You can’ t do anything to change it.
4. I regretted ________________ ( not apologise) to the old man for my bad behaviour.
5. My little niece and nephew are always excited to set out on a ____________ (camp) trip.
6. For fifty years, she did her job without _____________. (complain).
7. ___________ (Ask) about other people’s personal business is not polite.
8. I don’t feel like _________ (do) anything at all this evening.
watching
worrying
not apologising
camping
complaining
Asking
doing

18. Nike Do you think advertising actually works? Have you ever bought
anything because you
liked the idea
promoted in the ad?

19. Discussion
Task for Group 1 is practising telling us the story in the ad.
(careless, leader, punish, press)
Task for Group 2 is discussing what way is used in the ad.
Task for Group 3 is discussing what you
think about the idea.
( give information, design, creative,
interesting, attractive, fascinating, humorous)

20. and try to retell the content.
Homework
Please read the text
several times
and try to retell the content.