1. How advertising works

2. We are exposed to ads in our daily life. 1) What kind of ads can we find? 2) Where do ads appear? 3) Why we need to understand how advertising works? Introduction

3. What is an ad? 1) Definition (a message or announcement that intends to inform or influence people) 2) Means (words, pictures, music, film…) 3) Advertisers (business, individuals, organizations, associations)

4. How do advertisers make effective ads? 1) Identify the target (find out necessary information about this group) 2) Appeal to the target (hopes, dreams, emotions, desires…) 3) Use a suitable medium (cost, media)

5. How effective are ads? 1)When there is a need for the product. 2) If the target audience is exposed to ads constantly.

6. Language points Para1. come across 偶然遇见 ; 偶然发现。 我无意中在一本书的封面上看到他的 名字。 I came across his name on the cover of a book. 我刚才偶然碰到你的一个老同学。 I’ve just come across one of your former classmates.

7. 表示 “ 见到；碰到 ” 的词组： run into bump into

8. Para3. fit (in) into 放进去 ; 安排时间 ; 相处 融洽 ; 适应环境。 A cork fits into the neck of a bottle. 木塞 塞进了瓶口。 He fitted the photo into the frame. 他把 照片放入了镜框。

9. I hope the hairdresser can fit me in today. 我希望理发师今天能腾出时间给我 理发。 How do you fit in in the new company? 你在新公司与人相处得好么？

10. Para4. appeal to 投合 …… 心意 ; 引起 …… 兴 趣。 Creative work, such as advertisement design, appeals to me. 创造性的工作, 比如广告设计很吸引我。 This exercise appeals strongly to the imagination. 这个练习可以有力地激发想象力。

11. Teaching as a career ___ to many people because of the long holidays. A. attracts B. calls C. appeals D. pulls C

12. Para5. worthy (-thier, -thiest) 值得 … 的 a worthy champion/winner 当之无愧的冠军 / 获胜者 He is worthy of our praise. 他值得我们表扬。

13. be worth sth./ doing sth. 值得 be worthy of being done/to be done 值得被做 be worthy of sb./sth. 值得 ; 配 be worthwhile doing/to do sth. 值得做

14. 1). –Is that book worth ____? –Yes, it is worthy ____twice. A. reading; being read B. to read; to be read C. of being read; reading D. reading; of being read D

15. 2). Her achievements are ______ of high praise. 3). It is not __________quarreling with him. worthy worthwhile

16. Para9. over time 随着时间的推移 The pain of this failure will disappear over time. 随着时间的推移, 失败的伤痛也会逐 渐消失。

17. At first his parents didn’t like his girlfriend, but their opinion has been changed over time. 起初他的父母不喜欢他的女朋友， 但随着时间的流逝他们的看法渐渐 发生了变化。

18. overtime ( 副词 ), 规定时间之外地 ; 超 时地 He’s been working overtime recently. 他最近老是加班。

19. 1. Complete the summary of the reading passage using words from the text. educate; appeal; target; budget; media; expense. Answers: P45. Learning about language

20. 2. Complete the sentences using words from the box in their proper forms. 1) casual 2) basis 3) attach 4) worthy 5) association 6) corporation 7) refresh 8) conscience 9) garment 10) inform

21. 3. Complete the sentences with the correct preposition. 1) We are exposed __ hundreds of different advertisements every day. 2) She is a remarkable woman who is worthy __ your admiration. to of

22. 3) If you keep copying everything she does, you’ll turn ____ her one day. 4) The police appealed __ the public for any information about the Murder. into to

23. 5) You cannot rely __ him to arrive on time because he is always late for meetings. 6) You’ll soon fit ____ your new job and start enjoying yourself. 7) Please attach this label __ your suitcase. on into to

24. Make up an advertisement for a product (including a slogan, the spokesman/ spokeswoman and the whole procedure.) Homework