1. Just do it. Obey your thirst. Intelligence everywhere.
The taste is great.
味道好极了。
The new digital era.
数码新时代
Connecting people.
科技以人为本。
Good to the last drop.
Just do it.
Take time to indulge.

2. Unit 5
Getting the message
Reading: Advertising

3. Brainstorming
advertising

4. Scan the text and tick out what are mentioned in the passage.
the places to put the ads
the history of advertising
people’s reactions to ads
the way to make an ad
the functions of ads
some famous slogans of ads
“bait-and-switch” ads
( Where? )  
( The most important? ) 
( Meaning? ) 

5. Gist reading ? advertising Brief introduction ( ) Body ( ) Conclusion
( )
Body
( )
Conclusion
( )
para. 1
para. 2
para. 3
para. 4-6
para.7
different reactions
the basic principle
para. 2-7
functions
“bad ads” ?
para.8

6. Detailed reading
Para.1
What makes advertising a highly developed industry?
The development of radio, television and other media, especially the Internet.
( e.g. pop-up ads )

7. What different views do people hold?
Para.2
What different views do people hold?
Defenders
Critics
useful and entertaining;
helpful to customers in
making informed choices
annoying;
misleading customers

8. Listen to the tape and find out the answer.
Para.3
The basic principle of advertising is ______.
to introduce a brand name to potential customers
to associate the product with the customers’ needs
to influence the choices customers make
to get their message across C

9. Listen to the tape and find out the answer.
Para.3
By introducing a brand name to potential customers, and by associating the product with the customers’ needs, companies are able to influence the choices customers make.

10. Listen to the tape and find out the answer.
Para.3
[By introducing a brand name to potential customers, and by associating the product with the customers’ needs,] companies are able to influence the choices customers make.

11. Find out whether the statements are true or false.
Para.4-6
( ) 1. Because of the costs of ads,
products become expensive.
( ) 2. Truthful ads can help customers
make the right decision.
( ) 3. All ads are not used to promote
a product or to increase a
company’s profits. F T T

12. How do bad ads mislead consumers?
Para.7
How do bad ads mislead consumers?
By using “hidden information”.
By showing pictures that are only
partly true or have been changed to
look better.
By using a trick called “bait-and-
switch”.

13. Para.8
We should learn to analyze ads to protect ourselves from false advertisements and make good choices.
Conclusion

14. Speaking
1. Say something about “advertising” .

15. 2. Find out the advantages and disadvantages of ads
increase sales and profits
reduce the prices
help people make
decisions
make people aware of
social problems
provide information
---
annoying
mislead people or
cheat them of money
take up too much time
and space on TV and
in the newspapers
give false or incorrect
information

16. Topic discussion 1. In your opinion, what makes a good advertisement?
a good brand name
a slogan easy to remember
imagination and creativity
truthful facts
humor
vivid pictures
appealing to customers’ emotion
the feeling of love,happiness and success
---

17. beauty
baby
“3 Bs”
beast

18. Topic discussion
2. If you are asked to make an ad for our school, what will you focus on?
location;
history;
characteristics;
equipment;
harmony;
slogan;
---

20. Homework
Read the passage again and again and underline the phrases you think important.
Make an advertisement for our school or make a public advertisement in groups.

21. Thank you!