Lesson 3 The Advertising Game

Can you think of some advertisements you have seen? List some places where you have seen advertising?

advertisement on the radio

advertisement on TV

advertisement in the magazine

advertisement on the Internet

spokesman spokeswoman

True or False 1. “Tsing Tao Beer” tells you 3 pieces of information so it is attractive. 2. Advertisements must be attractive and creative. 3. The purpose of all advertisements is to make customer spend money. F T F

4. Producing public advertisements mentioned in the text is free. 5. The text inferred that advertisements are trying to sell you something makes customers bored. 6. The purpose of advertisements is creating something that has never been seen before. F T F

7. Standing out your advertisements is not easy because people are used to high standards of visual design. T

Correct errors 1. Other common ideas including happiness, wealth and success. 2. This is often not enough to noticing in a modern city. 3. Repeat old ideas is not a successful idea. 4. Using humor as well as unusual ideas to surprise people are important. include be noticed Repeating is

5. The main purpose of the advertisement is make customers spend money. 6. People are used to see high standards of visual design. 7. People simply enjoy look at attractive advertisements. making seeing looking

Listen to the text and answer the following questions.

1. When does the simplest type of advertisement work? They work for products that people need and 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? humor new and unusual ideas

4. What has the government done during the last decade? saving water fighting aids helping the poor giving up smoking

1. sb. /sth. be likely to do = It is likely that 有可能, 有希望的 Tickets are likely to be expensive. 入场券可能很贵。 It is likely that the thieves don’t know how much it is worth. 盗贼很可能不知道此物的价值。. Language points

2. consist of = be made up of 由 …… 组成, 构成 The country consists of hundreds of islands. 这个国家是由数百个岛屿构成的。

3. link A to / with B 与 …… 相联系 The video was linked to a powerful computer. 摄像机与一台功能强大的计算机相连 接。 The Channel Tunnel links Britain with the rest of Europe. 英吉利海峡隧道把英国和欧洲其他国 家连接起来了。

4. be used to doing sth. 习惯于做某事 I’m used to getting up at 5:30 in the morning. 我习惯于早上五点半起床。 be used to do sth. 被用来做某事 These stones can be used to build the bridge. 这些石头能用来造桥。

used to do sth. 过去常常做某事 As a young man he used to swim in the river of his village. 当他年轻的时候, 常常在村里的河里 游泳。

Voice your opinion Do you think advertising actually works? Have you ever bought anything because you liked the idea promoted in the advertisement?

Find these words in the text and match them with the most suitable definitions. approach, boom, budget, classic, concept, consist of, contemporary, corporation, neighborhood, suitable a) traditional, typical b) company c) right for something d) contain classic corporation suitable consist of

e) plan of how money should be spent f) rapid increase g) idea h) method i) belonging to the present time j) area around where you live budget boom concept approach contemporary neighborhood

Grammar Read these sentences and tell the Gerunds’ function. 1. …a lot of money is spent on applying modern techniques of design to make these. after a preposition 2. Others try to create advertisements that people simply enjoy looking at. object

3. For example, it could be “Shanghai Sewing Machine,” 4. Using humour as well as new and unusual ideas to surprise people is important in modern. 5. My job is teaching. telling the use of noun subject predicative

Complete the sentences with the verbs in their correct form. 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. getting up watching

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. worrying not apologising camping

6. For fifty years, she did her job without ___________ (complain). 7. ______ (Ask) about other people’s personal business is not polite. 8. I feel like ________ (not do) anything at all this evening. complaining Asking not doing

Rewrite the following sentences using the Gerunds. 1. It’s bad for you to watch too much TV. Watching too much TV is bad for you. 2. Mary collects stamps. That’s her hobby. Collecting stamps is Mary’s hobby. or Mary’s hobby is collecting stamps.

3. He suggested that we should ask the boss for his opinion first. He suggested asking the boss for his opinion first. 4. He rushed to the school. He didn’t have breakfast. He rushed to the school without having breakfast.

5. Don’t talk to her. It’s no use. She never listens. It’s no use talking to her. She never listens.

Language in use Work in groups of four. Choose one advertisement from a local newspaper or magazine and describe it.

Homework Finish the Exercise 10.