任何理解广告中的人情味

UNIT4Unit4Advertising任何理解广告中的人情味？GoaloftheUnitAdsareeverywhere,what’sthepointofadvertising?Thegrammarfocus:SubjunctivemoodIIObjectivesAttheendofthisunit,thestudentswillbeableto:•(1)describethethreewaysinwhichadvertisingshedsinfluenceonthepeople;•(2)suggestseveralmethodsofadvertisingchangingpeople’spurchasingmotivations;•(3)argueforanideainaproblem-solution-evaluationway.Whatisinthisunit•Languagepoints:display,ruins,eye-catching,theMiddleAges,role,advance,mailorder,mail-orderhouses,inplace,crisscross,cometodosomething,conveysomethingtosomebody•Writingskill:developmentbyexampleChina'sadvertisingHowtoeffectpeople’slifeinapositiveway?Wecanseeadvertisementseverywhere,inasense,manyofusareinadilemma,thatis,whycan’tweescapethosedisturbingnuisances?Encouragestudentstogivesomeexamplesofpositiveadvertisementandanalyzetheiradvantages.1.displaye.g.Mysoniseagertogetthemodelcarondisplayinthatstore.2.RuinsNobodycanrecognizehishomeintheruinsofbombedbuildings.3.Eye-catchingSuchacharmingladyisofcourseeye-catchingisthisvillage.4.ThemiddleagesTheperiodinEuropeanhistorybetweenabout1100ADand1500AD(orsometimes,inawidersense,between500ADand1500AD)5.RoleWhatroledoesheplayinthecompany?6.AdvanceThereisagreatadvanceincomputertechnology.7.InplaceThenewregulationsareinplacenow.Cometodosomething:tobegintodosomethingasaresultoftimeorexperiences.Conveysomethingtosomebody:Tomakeideas,feelingsknowntoanotherperson.Lookatthefollowingpicturetodiscussitsadvertisingstrategiesandtrytotellwhatapeoplecangetfromit.虚拟语气11）虚拟语气用来表示说话人的主观愿望或假想，所说的是一个条件，不一定是事实，或与事实相反。虚拟语气在条件句中应用比较多。22）条件句可分为两类，一类为真实条件句，一类为非真实条件句。非真实条件句表示的是假设的或实际可能性不大的情况，故采用虚拟语气。真实条件句用于陈述语气，假设的情况有可能发生。各种结构参见下表：句型条件从句主句一般现在时shall/will+动词原形祈使句情态动词一般现在时DevelopmentofAdvertisingTimeFactsInancienttimesAnoutdoordisplaywasusedIntheMiddleAges“TownCriers”werepaidtoshoutthepraisesofthemerchants’goodsAfter1445Printedadvertisingstartedtoplayabigrole.Handoutswereused.Intheearly1870sThefirstAmericanmail-housesappearedsothatmanufacturerscouldreachtheconsumerdirectlythroughcatalogues.Inthe18802Manymanufacturesbegantoadvertisetheirproducts.Inthe1910sFirmsbegantomarkettheirpackagedgoodsunderbrandnames.Inthe1920sRadiowasusedforadvertising.Inthe1950sTelevisionappearedanddevelopedfasttobeoneofthemostpopularadvertisingmedia.Sentencemodels1.not(that)….but(that)….不是…而是….Mostofthesefirmsweremanufacturedofoffood,soap,cosmeticsandautomobiles,notpatentmedicinemanufacturers.原文是强调“都是….而不是…”____Mostofthesefirmswerenotpatentmedicinemanufacturersbutmanufacturersoffood,soap,cosmeticsandautomobiles.改变后的句子强调“不是…而是….”2.AnounisusedasaverbIntermsofvolumeandtechnique,advertisingadvancedgreatlyintheUnitedStatesofAmerica.___Intermsofvolumeandtechnique,advertisingmadeitsgreatadvancesintheUnitedStatesofAmerica.我们曾经学过类似的用法，如：Look—havealook,takealook;Ride---takearidedotheEx.4onthepage44.InabooknamedTheBigLie—thetruthaboutadvertising,theauthorgivesthefollowingfactorswhichplaygreatrolesintheadvertising.Theyare:1..Effectiveness（效果）2.Influence（影响）3Measurement（措施））4Branding（品牌）5.Creativity（创造力）6Irrationality（不和情理）7Hyperbole（夸张）8Attention（引人注意）9Involvement（涉及其中）10Emotion（情感）11Humor（幽默）12Visualization（直观）13Demonstration（展示）14Endorsement（认可，备注）15Negativity（负面因素）16Tone（语气）17Style（风格）18Deconstruction（解析）19Fashion（时尚）20Tobacco（烟草）21.Corporate（组织、社团）22Banking（银行）23Politics（政治政策）24Admen（广告制作人）25Unreality（非显示性）26Commonweal（公共福利）27Morality（道德）28Behavior（行为方式）29Technology（技术含量）30Internet（因特网络）31Future（将来）Thefollowingisthedetailsaboutthesefactors,readitanddiscuss.LISTENINGPRACTICEAssignthestudentstodotheexercisesafterschoolandaccentuatetheexemplificationinwriting.Actually,thetextitselfisagoodexample.Encouragethestudentstosumupthetextandtrytodotheretellingiftimeallowed.Listeningclassshouldfocusonthesentencestructuresandpracticethedialogueinthesimilarsituations.Thequizaftertheunit