2. Advertising is a _____________ industry. It has gone ______________ with radio, television and other media. People ______ to ads in different ways. Some think ads are useful and help _________ make informed _______ while others _______ companies ______ using ads to mislead us. Companies can influence customers’ choices by introducing a ______ name and _________ products _______ customers’ needs. There are so many ads for customers that advertisers must try to _____ their message _______ by ___________ their emotions. I Fill in the blanks for the revision highly developed hand in hand react consumers choices. accuse of brandby associating with getacross appealing to

3. Ads help companies and ________ in all kinds of ways. They can help companies increase sales. At the same time, they help customers choose among all the _______ products. In fact, truthful ads provide good information,and help customers compare feathers, functions and costs. Some governments name a famous person as their spokesman or _________ to make people _____ of their ______problems and policies. Customers should ______ themselves by _______ an eye _____ for bad ads, telling false information from real facts and making good choices. customers available spokeswoman aware social protect keeping out

4. Fast reading 1. What makes a good slogan? A good slogan should be "catchy" or easy to remember, and should convey a message that will make consumers form a positive image of the company and product.

5. 2. What should be paid attention to when selling products abroad? The translation must be correct.

6. Careful reading 1. How does the language used in ads differ from ordinary language? I think ad-makers choose words and brand names that can create a positive image of the product they are promoting.

7. 2. How do companies choose names for their products? Companies choose names for their products in different ways: telling the advantages of the products, making the products easy to remember, choosing a funny or unusual name, choosing names from old stories or legends or inventing new words.

8. 3. What are the advantages and disadvantages of using a story as an advertisement? I think the advantages of using a story as an advertisement are that it may be humorous and attract readers’ attention. And the disadvantage is that readers or viewers can’t remember the name of the product.

9. 4. What is strange about the phrases “a free gift” and “an added bonus”? That means sometimes we pay more than its real cost. In other words, it is not a free gift at all.

10. 5.Which sentence shows the main idea of this passage? A.Advertising words can make millions. B.The language in ads differs from ordinary language. C.How do Ad-makers choose words and brand name?. D.The most powerful word is “Sale”

11. Key phrases 1 differ from 2 attach to 3 start with 4 with the purpose of 5 point out 6 refer to 7 make sense 8 think twice 1 不同于 2 附着 / 联想 3 以 开始 4 以 为目的 5 指出 6 指 / 参考 7 有道理 8 慎重考虑

12. Translation 1 British English _______________( 不同于 ) American English 2 Do you ___________________________( 重视 ) what he said? 3 He studies hard ____________________ ( 为了上大学 ) to college. 4 What you say __________________( 没有意义 ) differs from attach importance to with the purpose of going makes no sense

13. 1. be different from: 2. connect with: 3. constructive and helpful: 4. phrase used to advertise sth. 5. attractive: 6. show; direct attention to: 7. speak of: 8.sth. sold cheap: differ from attach to positive slogan catchy point out refer to bargain

14. 9.be going to: 10. amount of money taken off the full price: 11. have a meaning : 12. think over: 13. an extra payment: be about to discount make sense think twice bonus

15. 1.British English _________a little from American English. 2.No one suggests that any health risks ______ to this product. 3.Do you believe praise has _________meaning to students? 4.Advertisers always use ________to promote their products. 5.With the __________of increasing sale, they advertise in the local paper. catchy; slogan;bonus; refer to; make sense; attach; positive; differ from; purpose; think twice; bargain; discount; differs attach positive slogan purpose

16. 6. When I said that some people are stupid I wasn’t - ____________you. 7. I won’t believe you. What you say doesn't ___________ 8. Apart from its cost, the style doesn’t suit you. If you want to buy it, you need to_____________. 9. Now summer clothes are on sale. We’ve got 50%__________. It is really a_________. 10. I am considered as the best saleswoman this month. So I can get added__________. 11. A good logo should be _________and get the message across. make sense. think twice discountbargain bonus catchy referring to

17. 在恰当的时候 赚很多钱 与 … 不同 广告商 正面形象 极为重要 经久耐用 用一句话来出促销 想做就做 这就是你想要的可乐。 传达信息或思想 吸引 … 注意力 一连串的广告 发乳膏 at the right time make millions differ…from ad-makers positive image extremely important last for a long time Promote with a slogan Just do it Coke Is It. convey a message or idea attract/draw one’ s attention a series of ads hair cream

18. 某产品使干发生辉 某产品使干发生虫 在 20 世纪 60 年代 最后时刻 指出 销售经理 给我们承诺打折 最优惠的价格 最低价 有意义 免费赠品 额外奖励 甩卖 X puts life into dry hair. X puts living things into dry hair. in the 1960s/1960’s At the last moment point out sales manager promise us dicounts Biggest bargains The lowest prices make sense free gift added bonus sale

19. Language points attach... to  A good ad often uses words to which people attach positive meaning.  attach a document to a letter  A good ad often uses words to which people attach positive meaning.  attach a document to a letter 好广告总是使用能引起人们正面联想的词语。 将文件附在信中 connect…with （使）与 … 有关联 join or fasten one thing to another ：把 … 固定；把 附（在 … 上）

20. 我们要把发展经济的工作放在第一位。 We should attach primary importance to the development of economy. 我们要把发展经济的工作放在第一位。 We should attach primary importance to the development of economy.  attach importance/ significance/ value to sth: to believe that sth. is important: 认为 … 有重要性 / 意义 / 价值

21. attach labels to the luggage 把标签系在行李上 I attached a photo to my application form. attach labels to the luggage 把标签系在行李上 I attached a photo to my application form.

22. 3. easy to remember His strange ways made his lessons lively and easy to remember. 4. a series of She gave a series of lectures last year on contemporary British writers.

23. 6. in the 1960’s The buildings were built in the 1960’s.

24. 9. Sometimes, the promises do not make sense. make sense 意思是 “ 有意义；有道理； 讲得通 ” ，接宾语时，后加 of 。如： This sentence just doesn’t make sense, no matter how you read it. 无论你怎样读这个句子，它还 是讲不通。 9. Sometimes, the promises do not make sense. make sense 意思是 “ 有意义；有道理； 讲得通 ” ，接宾语时，后加 of 。如： This sentence just doesn’t make sense, no matter how you read it. 无论你怎样读这个句子，它还 是讲不通。

25. make sense 有 意义；意思清楚；有道理 in a sense 在某一方面；就某种意义来说 make sense of 理解；懂；明白 He has a good sense of smell. 他的嗅觉很灵敏。 A sense of humour is a great asset for a person. ( 喻 ) 幽默感是一个人的宝贵资产。

26. 7. refer to You can refer to your notes when you are speaking. This is not the dictionary which I referred to.

27. differ from : be different from Chinese differs greatly from Japanese in pronunciation. This method is different from that one. The two cars are different in color.

28. 3.When translated…:When it was translated When questioned about the murder, she became tense. Disturbed by the noise, we had to finish the meeting early.

31. 经 典 广 告 语 戴比尔斯钻石：钻石恒久远，一颗永流传 麦氏咖啡：滴滴香浓，意犹未尽 -- 人头马 : 人头马一开，好事自然来！ -- 领带 : 男人的世界 -- 生发精 : 聪明何必绝顶，慧根长留 某化妆品广告 ---“ 趁早下 ‘ 斑 ’ ，请勿 ‘ 痘 ’ 留。 ” 某洗衣机广告 ---“ 闲妻良母！ ” 某鲜花店广告 ---“ 今日本店的玫瑰售价最为低廉，甚 至 可以买几朵送给太太。 ” 某公共场所禁烟广告 ---“ 为了使地毯没有洞，也为了 使您肺部没有洞，请不要吸烟。 ”

32. Famous English Slogans 1.Good to the last drop ． 滴滴香浓，意犹未尽。（麦斯威尔咖啡） 3 ． The new digital era ． 数码新时代。（索尼影碟机） 4 ． We lead ． Others copy ． 我们领先，他人仿效。（理光复印机） 5 ． Impossible made possible ． 使不可能变为可能。（佳能打印机） 6 ． Take time to indulge ． 尽情享受吧！（雀巢冰激凌） 7 ． The relentless pursuit of perfection ． 不懈追求完美。 （凌志轿车）

33. 8 ． Poetry in motion ， dancing close to me ． 动态的诗，向我舞近。（丰田汽车） 10 ． To me ， the past is black and white ， but the future is always color ． 对我而言， 过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗 酒 11. Just do it. 只管去做。（耐克运动鞋） 12. Ask for more. 渴望无限。（百事流行鞋） 13. The taste is great. 味道好极了。（雀巢咖啡） 14. Feel the new space. 感受新境界。（三星电子）

34. 15. Intelligence everywhere. 智慧演绎，无处不在。（摩托罗拉手机） 16. The choice of a new generation. 新一代的选择。（百事可乐） 18. Take TOSHIBA, take the world. 拥有东芝，拥有世界。（东芝电子） 19. Let's make things better. 让我们做得更好。（飞利浦电子） 20. 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。 （ IBM 公司）

35. Reading (Workbook on P182) Who work in an advertising firm and what they do? 1 ． The first person is in charge of the whole project. 2 ． The second one will think up an idea for the ad.

36. 3 ． The third one will go to buy space in newspapers or time on TV. 4 ． The fourth person is a writer to write the text for the ad. 5 ． There is another one, a designer to design the ad, using pictures, or photos and the text.

37. MediaPosters/Billboards Advantages Disadvantages Suitable for... Attract new customers Seen from a distance, last for a short time Inform customers about a new product List advantages and disadvantages of different media.

38. MediaPrinted media Advantages Disadvantages Suitable for... Provide detailed information Have to be bought; Have limited consumers Introduce new products

39. MediaTV and radio Advantages Disadvantages Suitable for... Reach large audience; Have powerful influence Very expensive; Have to be seen or heard Very expensive; Have to be seen or heard Promote a product or persuade consumers

40. MediaThe Internet Advantages Disadvantages Suitable for... Being “interactive” Carry untruthful ads Provide latest information

41. MediaMovies Advantages Disadvantages Suitable for... Carry ads unnoticed Have to be seen Provide hidden information

42. Homework 1. Learn by heart the key words and phrases learnt in this part. 2. Get the students to prepare for Writing. 1. Learn by heart the key words and phrases learnt in this part. 2. Get the students to prepare for Writing.