Unit 5 Advertising

鱼罐头广告 ----Nothing but fish 除了鱼什么也没有

丰胸广告 ———— 喜欢这样含蓄又幽默的广告，相对于内衣 广告里常见的半裸女郎，这样的广告给人更多的想象空间。

这是为一个点子公司作的广告。这个公司愿意花 钱购买好点子，广告使用的插画很风趣又很合题

百事可乐的广告，充满童趣，让人会心一笑

雷诺的体育计时 表，指针转动得 如此之快以至于 它都倾斜了，不 需要语言和数据 就能表现雷诺表 的精确程度 。

公益广告 Tobacco kills more than heroine and cocaine together. 香烟杀人比海洛因和可卡因加起来还多。 海洛因和可卡因拼起来的香烟形状， 让文案里的那句话深入人心。

雀巢咖啡广告 ———— 每个时刻，都有雀巢与你为伴。

植物园的广告 这不仅是广告， 也是一张地图， 图上标明了植 物园的地址， 街道和地铁站 的位置。

开瓶器

马桶，如此坚硬

1.Where can you find advertisements? 2.Why do companies advertise? 3.Do you watch advertisements on TV? 4.Which are your favorite advertisements?

The first form of advertising appear in Greece and Egypt around 1500 B.C The first printed advertisement appear in London in The first commercials on radio appear in about 1920 The first commercial on TV appear after World War II.

Skimming Listen to the tape and find the main idea of each paragraph. paragr aphs Main ideas Ads are found almost everywhere. People react to advertisements in different ways. The basic principle of advertisements is to influence customers’ choices. Ads help companies and customers in a variety of ways.

The most important function of advertising is to introduce new products. Governments and other organizations use ads to make people aware of government policies and social problems. Customers should be careful of illegal ads. Customers should learn to protect themselves from false ads and make smart choices.

Questions 1.Where can people advertise? 2.Why do some people find ads very annoying? 3. In what way do ads introduce new products? 4.What are “bait-and-switch” ads? 5. How can we be smart customers?

1. Where can people advertise? Ads are broadcast on TV and over the radio, posted on the Internet and printed in newspapers and on posters in our cities. 2.Why do some people find ads very annoying? Because they accuse companies of using ads to mislead us by giving false information.

3. In what way do ads introduce new products? Truthful ads introduce new products by providing good information, explaining features, functions and costs of a product or service. 4.What are “bait-and-switch” ads? “Bait-and-switch” ads means that the customer is shown one product (the bait) and then given another.

5. How can we be smart customers? We can be smart buyers if we can distinguish between fiction and facts and protect ourselves from false ads.

1)The word “advertising” means to make a product known to_____. A managers through broadcast B leaders by radios C firms by printed notices D people in various ways.

2)Advertising is a highly developed. A information B industry C trade D science

3) The development of radio, television, cinema, magazines and newspapers has ___with the development of advertising. A followed up B gone hand in hand C gone behind D taken place

4.People react to advertisements in different ways.Because. A. ads are useful and entertaining to some people while annoying to others B. ads are useful and entertaining C. ads are annoying D.ads are not only useful and entertaining but annoying

5)The best chance to reach customers is to. A sell them the product B sell them what money can not buy: love,happiness and success. C appeal to their emotions D reduce the price of the products.

6)One advantage of advertising is that it helps. A increase product sales B make a product more expensive C increase production D reduce the costs of a product

7.When we buy an expensive product, can help us make the right decision. A. sellers B. ads C. our friends D. defenders

8.In order not to become easy target for ad makers, we must. A.distinguish between fiction and facts B. watch TV more often C. believe all the ads D. never believe any ads

9.We can infer from the last sentence of the text that. A.we must learn to believe ads B. we must learn to accept ads C. we must learn to analyse ads D. we must learn to accuse ads

Advertising is a highly _________ industry. It has gone ______________with radio, television and other media. However, people ______ to ads in different ways. Defenders think ads are useful and helpful and help consumers make _________ choices. But critics _______ companies of using ads to mislead us. Advertising __________ customers’ choices by introducing a brand name and ___________ products with customers’ needs. There are so many ads for customers, so advertisers try to get their message ______ by ___________ to their emotions. Cloze Test developed hand in hand react informed accuse influences associating across appealing

Ads help companies and customers in a__________of ways. They can help companies________ sales and _______ the prices. Meanwhile, they help customers choose among all the __________products. In fact, truthful ads provide good, and help customers compare features, functions and costs. Some governments name their spokesman or spokeswoman to make people _______ of their social problems and policies. Customers should protect themselves by keeping an _____ out for bad ads, ______________ between fiction and facts and making good choices. variety increase reduce available aware eyedistinguishing

1 与 … 齐头并进 2 对某某做出反应 3 做出明智的选择 4 另一方面 5 因某事控告某人 6 潜在的顾客 7 与 … 联系 8 传播信息 9 大量 10 迎合某人的情绪 go hand in hand with react to make informed choices on the other hand accuse sb of sth/doing potential customer associate sth with sth get the massage across large amounts of/ a great deal of appeal to one’s emotions

11 各种各样 12 考虑 13 用 …… 把 …… 武装起来 14 使某人意识 15 指定某人为代言人 16 非盈利性机构 17 传播知识 18 当心 19 关注 20 偷梁换柱 21 一般的消费者 22 作出最好的选择 a variety of/all kinds of take sth into consideration arm…with… make sb aware of name sb as the spokesman non-profit organisation spread knowledge look out for keep an eye for bait and switch the average consumer make good choices

Dirt and disease go hand in hand. 1 hand in hand The children walk down the street hand in hand. Power and money go hand in hand. 肮脏与疾病是密切相关的。 back to back shoulder to shoulder side by side face to face heart to heart

2. get across: 通过 …; 使 … 被理解 我已尽力让我的观点清晰明了. I have tried to get my point across. *get along with / get around / get away / get down / get up / get over / get through It is hard to __________without a car. I rang you several times but I couldn’t _________ Please _________ every word she says. She is afraid to speak in public. She can’t _________ her shyness. get around get through get down get over

3. Thus, instead of sellling them the product, the ads sometimes seem to be selling them… thus: adv. 因此, 于是 ( 表结果或结论 )= therefore; as a result; for that reason He didn’t study hard, and thus failed the test. I didn’t watch yesterday’s news, and thus I knew nothing about the new policy.

4 Armed with facts and figures, customers are better able to deal with the often powerful arguments given by a salesman or saleswoman. arm v. 武装 ; 装备 Please arm yourself with hi-tech knowledge. be armed with … 用 … 武装起来 掌握了一些事实和数据后, 顾客就能更好地 应付销售人员作出的强有力的劝说.

5. Not all ads are used to promote a product or to increase a company’s profits. profit: 利润 ; 利益 advantage/benefit sell sth. at a profit 卖 … 赚了点钱 make a profit of $1000 read for profit and pleasure profitable adj.

6. It is not always easy to spot a bad ad, but there are a few things we can look out for. spot: v. pick out; recognize 发现, 预先认准 spot a mistake spot a friend in a crowd He was the first to spot the danger.

7 We must keep an eye out for “bait- and-switch” ads. fix/focus one’s eyes on… shut one’s eyes to catch sb.'s eye (an) eye for (an) eye keep an eye on sb 注视 … 拒绝注意 醒目 ; 显眼 ; 引人注意 报复, 以眼还眼 照看一下 …

8. If we cannot distinguish between fiction and facts, we will become easy targets for ad makers. easy target: 容易击中的目标 ; 容易遭受攻击 或批评的人 His outspoken remarks made him an easy target for the opposition.