Reading 1.How does the language used in ads differ from ordinary language? 2. How do companies choose names for their products? 3. Why do people need advertisement? 4. What are the advantages and disadvantages of using a story as an advertisement ? 5. What is strange about the phrases “a free gift” and “a added bonus”?

Reading 1.How does the language used in ads differ from ordinary language? Ad-makers choose words and brand names very carefully in order to create a positive image of the product they are promoting. A good ad often uses words to which people attach positive meanings.

Reading 2. How do companies choose names for their products? The company will choose the words which can tell the consumer about the advantages of the product or company, as their names. Some companies prefer a well-known words, while others choose names from old stories or legends. There are also companies that invent new words for their brand or product name.

Reading 3. Why do people need advertisement? 4. What are the advantages and disadvantages of using a story as an advertisement ? People read advertisements partly for information and partly because they are interesting. A story, which is used as an ad can attract people’s attention and be very interesting. However, there is a danger in this. It’s possible that the reader or viewer will remember the ad but not the name of the product.

Reading 5. What is strange about the phrases “a free gift” and “a added bonus”? We should think twice when we are offered a “free gift” or an “added bonus”. The strange words want to pull us into a store, even if we really do not need to buy anything on sale.

How to create a positive image of the product Choose the words and brand names A good slogan 1 tell the consumer about the advantages of the product 2 choose a funny name 3 use a well-known word 4 choose names from old stories 5 invent a new word 1 should be catchy 2 easy to remember 3 convey a message Ads are started with a puzzle or question And presented in a humorous way

Language points A good ad often uses words to which people attach positive meanings.

1 ）安装 … ，系上，贴上； The hospital is attached to the medical college. attach to The shop assistant attached a price tag to each article. 我在自行车上装灯。 她在信封上贴上邮票然后寄出去。 I attached a lamp to the bicycle. She attached a stamp to the envelope and mailed it. 2)( 使 ) 附属； 常用于被动语态

with the purpose of “ 以 … 为目的 ” 表示附带说明的 目的。 Today’s ads often start with a question with the purpose of attracting the reader’s attention. for the purpose of “ 为了 … 目的 ”“ 因 … 起见 ” ；所表示 的目的性较强。 He bought the land for the purpose of building on it.

make sense 有 意义；明智；有道理 It makes sense to look after yourself. This sentence doesn’t make any sense. make sense of 理解；懂；明白 （ 常用于疑问句、否定句） Can you make sense of this article?

think twice 慎重考虑 ; 谨慎思考 You’ve got to think twice before you spend all your money on this house. 答应嫁给他之前，你最好认真考虑一下。 You may have to think twice before you agree to marry him.