1. Inside Advertising

3. Enjoy some ads.

4. Just do it. 广告语欣赏

5. Obey your thirst. Feel the new space 感受新境界

6. Take time to indulge. 尽 情享受吧！

8. The taste is great Share moments; Share life.

9. Intelligence everywhere.

10. Let’s make things better. 让我们做得更好

11. No business too small, no problem too big. 没有不做的小生意, 没有解决不了的大 问题。

12. Things go better with Coca-Cola. 饮可口可乐, 万事如意。

13. Where there is a way, there is a Toyota.

14. Advertisements WHERE? On billboards On buses On TV On the radio In train stations In newspapers In magazines At the cinema At the airport Everywhere

15. Discussion 1. How do advertisements affect your life? 2. Do you believe ads? 3. Can you remember the names of any products that were being advertised?

16. Look at each of the advertisements on the next pages and discuss the questions with a partner. 1. What does the advertisement want you to do? 2. How does it try to persuade you to do? 3. Which advertisements do you think are the most effective? Why?

17. What does these ads tell us?

18. 1. Water A. What is the most common name for H 2 O? Why did they call it H 2 O? Water. Because it rhymes with “slow”. B. What is the purpose of this advertisement? To encourage people to use water wisely and to save water where they can.

19. A. What group of people is the advertisement made for? Young people who like sports, the latest fashions and like to be part of a group. B. What message does the advertisement give? If you wear our shoes, you’ll have an exciting life, and be popular and have fun. 2. Super Shooze

20. C. Do you think the message is true? Give reasons. No, because just wearing a certain brand of shoes won’t make you exciting, popular or have fun—it takes much more effort than that.

21. A. Why are the first two lines written bigger than the rest of the advertisement? These lines appear bigger so that they are the first thing people notice about the ad. 3. Refresh water

22. B. The advertisement says that when you buy two, they will give you two more at no extra cost. Does this mean the advertiser will lose money on the sale? No, the advertiser will have worked out a price that will still give him a profit even if he is giving away two bottles free. The advertiser also benefits by selling more bottles than he would have if he hadn’t offered the free bottles.

23. C. Why do advertisers often use the “Buy one get one free” message? People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.

24. A. What does this advertisement encourage you to think? It encourages us to think of the sky, air and our environment and about how the environment is being spoiled. 4. Environment

25. B. What do you think causes air pollution? Human beings cause air pollution by burning fossil fuels, such as gas, oil, coal, etc by using some modern machines, transportation vehicles and also by manufacturing modern products.

26. C. How else can advertisers make people more aware of our fragile environment? Tell people more and help them to be more aware of the importance of protecting our environment.

27. 5. “Speeding” and “How fast am I going”? A. Both of these advertisements have the same purpose. What do both ads want people to do? They want people to stop speeding.

28. B. Both ads target a certain group of people. Who are they? Drivers. C. If you were a driver, which advertisement would have most effect on you? Why?

29. How advertising works

30. Scan the text and predict the content. Scanning

31. Detail reading Part 1 (Para 1) Part 2 (Para 2) Part 3 (Para 3-7) Part 4 (Para 8-9) Introduction What is an ad? How do advertisers make effective ads? How effective are ads?

32. We are exposed to ads in our daily life. 1) Where ads appear; 2) Why we need to understand how advertising works. Introduction

33. What is an ad? 1) Definition (a message or announcement that intends to inform or influence people) 2) Means (words, pictures, music, film…) 3) Advertisers (business, individuals, organizations, associations)

34. How do advertisers make effective ads? 1) Identify the target (find out necessary information about this group) 2) Appeal to the target (hopes, dreams, emotions, desires…) 3) Use a suitable medium (media, cost)

35. How effective are ads? 1)When there is a need for the product. 2) If the target audience is exposed to ads constantly.

36. Read the passage How Advertising Works carefully. Finish Ex. 1 on P44. Homework