Objectives By the end of this lesson youll
Objectives By the end of this lesson, you’ll be able to ◆ know the design, the idea and the effect of advertisements; ◆ understand advertisement development; ◆ discuss advertising
Objectives By the end of this lesson, you’ll be able to ◆ know the design, the idea and the effect of advertisements; ◆ understand advertisement development; ◆ discuss advertising
Lead-in Watch a video of an advertisement and guess, “What product is it for? ”
The choice of a new generation. 新一代的选择 (百事可乐)
M&Ms melt in your mouth, not in your hand. 只溶在口,不溶在手 (M&M巧克力)
Prereading Can you think of some advertisements you have seen? Where have you seen advertisements? on TV in the newspaper on the Internet on the radio in the street at bus/train/subway station on the bus in the magazine on the balloon on the clothes in the catalogue on the board in the window display
Choose the words for their definitions advertiser advertisement advertising 1. to make known to the public, e. g. in a newspaper or on TV advertise ______ 2. something used for advertising things advertisement ________ 3. the business of encouraging people to buy goods by means of ads advertising ______ advertiser 4. the person who makes ads ______
While-reading: 1 st reading What does the passage talk about? A. The advantages and disadvantages of ads B. Different sorts of ads C. The development of advertising D. The effect of ads on our life E. People’s attitude toward ads
While-reading: 2 nd reading – Re-arranging 3 1. Products are sometimes linked with different concepts or ideas. 2. New and unusual ideas often appear in 4 today’s top advertisements. 1 3. An ad may give direct information like names or locations. 5 4. Public ads have helped to increase public knowledge. 5. Ads are made visually attractive to 2 hold the attention of the public.
While-reading: 3 rd reading – Answering 1. When does the simplest type of advertisement work? 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?
Answer the following questions 1. When does the simplest type of advertisement work? 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? fighting aids saving water helping the poor giving 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.
Enjoy the advertisements and put them in the suitable places. The advertising game
Read in detail and complete the table. Problems How to Examples Types solve? 1 2 3 4
① Details Problems It is _____ likely to be just the _____ name of a _______ or a _______. company general location How to solve? Ads need to _______ attract and _____ hold the attention of the public. _____ consist of pictures or the Examples Some ads _____ words of experts, others try to ____ create looking at. ads that people simply enjoy _____ Types ____ Celebrity advertisements
② Problems Details People are used to ______ seeing high standards of visual design ___________. combine the _______ highest Modern ads must ____ standards with ideas to make them more attractive _____. concept of _______ freedom Examples Some ads may use the _______ to sell the car. Other common ideas include happiness _______ wealth and _______. success ____, How to solve? Types Concept advertisements ____
③ Details Problems For many of today’s advertisers, repeating old ideas is not a successful ____ approach. How to The advertisers look for other ways to solve? make people __________. notice their products Examples The top advertisers use ____ humour as well new and _______ unusual ideas to surprise as _____ people. Creative advertisements Types _____
④ Details Problems Some advertising is about ______ selling products and ____ services for profit. How to solve? contributions to Some ads aim to make _______ society ____. Encouraging citizens to participate _____ in Examples 1. _______ improving their neighbourhood. Educating the public on ____ 2. _____ fighting AIDS, saving water, ____ helping the poor, __________ giving up smoking, etc. Types ______ advertisements Charity
Voice your opinion How do advertisements affect our daily life? Have you ever bought anything because you liked the idea promoted in the advertisement?
Thanks a lot!
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