1. Objectives By the end of this lesson, you’ll be able to ◆ know the design, the idea and the effect of advertisements; ◆ understand advertisement development; ◆ discuss advertising

2. Objectives By the end of this lesson, you’ll be able to ◆ know the design, the idea and the effect of advertisements; ◆ understand advertisement development; ◆ discuss advertising

3. Lead-in Watch a video of an advertisement and guess, “What product is it for?”

4. Just do it. 只管去做吧 ! 只管去做吧 !

5. Impossible made possible. 使不可能变为可能。（佳能打印机） 使不可能变为可能。（佳能打印机）

6. Intelligence everywhere. 智慧演绎，无处不在。 （摩托罗拉手机） （摩托罗拉手机）

7. The taste is great. 味道好极了。 味道好极了。（雀巢咖啡）

8. The choice of a new generation. The choice of a new generation. 新一代的选择（百事可乐）

9. Let's make things better. Let's make things better. 让我们做得更好。（飞利浦电子） 让我们做得更好。（飞利浦电子）

10. Obey your thirst. Obey your thirst. 服从你的渴望 （雪碧） （雪碧）

11. 只溶在口，不溶在手 （ M ＆ M 巧克力） M&Ms melt in your mouth, not in your hand.

12. Pre-reading Can you think of some advertisements you have seen? Where have you seen advertisements? on TV in the newspaper on the Internet on the radio in the street at bus/train/subway station on the bus in the magazine on the balloon on the clothes in the catalogue on the board in the window display

13. Choose the words for their definitions 1. to make known to the public, e.g. in a newspaper or on TV ____________ 2. something used for advertising things _______________ 3. the business of encouraging people to buy goods by means of ads ____________ 4. the person who makes ads ____________ advertiser advertise advertisement advertising advertise advertisement advertising advertiser

14. While-reading: 1 st reading What does the passage talk about? A. The advantages and disadvantages of ads B. Different sorts of ads C. The development of advertising D. The effect of ads on our life E. People’s attitude toward ads

15. While-reading: 2 nd reading – Re-arranging 1. Products are sometimes linked with different concepts or ideas. 2. New and unusual ideas often appear in today’s top advertisements. 3. An ad may give direct information like names or locations. 4. Public ads have helped to increase public knowledge. 5. Ads are made visually attractive to hold the attention of the public. 1 2 3 4 5

16. While-reading: 3 rd reading – Answering 1. When does the simplest type of advertisement work? 2. Why are modern techniques of design not enough for advertisements to be noticed in modern cities? 3. What ideas do today’s advertisers use to make you notice their products? 4. What has the government done during the last decade?

17. 1. When does the simplest type of advertisement work? Answer the following questions They work for products that people need when there is not much competition.

18. 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.

19. 3. What ideas do today’s advertisers use to make you notice their products? new and unusual ideas humourous They use humour as well as new and unusual ideas to surprise people. They hope to make people forget that someone is trying to sell them something.

20. 4. What has the government done during the last decade? saving waterfighting aids helping the poorgiving up smoking Over the last decade, the government has worked hard at using advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.

21. The advertising game Enjoy the advertisements and put them in the suitable places.

22. ProblemsHow to solve?ExamplesTypes 1 2 3 4 Read in detail and complete the table.

23. ① Details Problems How to solve? Examples Types It is _____ to be just the _____ of a _______ or a ______________. Ads need to _______ and _____ the _________ of the public. Some ads ________ pictures or the _____ of experts, others try to ____ ads that people simply __________ at. ________ advertisements likelyname companygeneral location attracthold attention consist of wordscreate enjoy looking Celebrity

24. ② Details Problems How to solve? Examples Types People are used to ___________ ______________________. Modern ads must ________ the _______ standards with ideas to make them more _________. Some ads may use the _______ of _______ to sell the car. Other common ideas include ________, _______ and _______. ________ advertisements seeing high standards of visual design combinehighest attractive freedomconcept happinesswealthsuccess Concept

25. ③ Details Problems For many of today’s advertisers, ________ old ideas is not a successful approach. How to solve? The advertisers look for other ways to make people ____________________. ExamplesThe top advertisers use ________ as well as _____ and _______ ideas to surprise people. Types_________ advertisements repeating notice their products humour newunusual Creative

26. ④ Details ProblemsSome advertising is about ____________ and ________ for profit. How to solve? Some ads aim to make _____________ to ________. Examples 1. _____________ citizens to _________ in improving their neighbourhood. 2. __________ the public on ________ AIDS, ________ water, ________ the poor, __________ smoking, etc. Types___________ advertisements selling products services contributions society Encouragingparticipate Educating fighting savinghelping giving up Charity

27. Voice your opinion How do advertisements affect our daily life? Have you ever bought anything because you liked the idea promoted in the advertisement?

28. Thanks a lot!