Reading(2)：Advertisements

“Whatproductisitfor?”LookandguessThetasteisgreat.味道好极了。（雀巢咖啡）Thechoiceofanewgeneration.新一代的选择（百事可乐）Let’smakethingsbetter.让我们做得更好。（飞利浦电子）Obeyyourthirst.服从你的渴望（雪碧）只溶在口，不溶在手（M＆M巧克力）M&Msmeltinyourmouth,notinyourhand.Justdoit.只管去做吧!（耐克）Impossiblemadepossible.使不可能变为可能。（佳能打印机）publicadsprotecttheenvironmentchildrenLookattheseadvertisements.Whoaretheyaimedat?petownerstravelerspublic-interestad1.What’sadvertising?Advertisingisaformofcommunicationthattypicallyattemptstopersuadepotentialcustomerstopurchaseortoconsumemoreofaparticularbrandofproductorservice.2.Howmanytypesofadvertisingdoyouknow?Media,covertadvertising,televisioncommercials,infomercials(电视导购节目),celebrityadvertising,newermediaandadvertisingapproaches.3.Wherecanwefindtheseads?4.Whydoyouliketheseads?Onbillboards,ontheInternet,innewspapers/magazines,onTV,inleaflets,inbuses,etc.Theyarequiteinteresting,creativeandwecangetsomeusefulinformationfromthem.TVadvertisingBusadvertisingInternetadvertisingNewspaperadvertisingOutdooradvertisingTypesofadvertisements•CommercialadvertisementsTopromoteaproductorservice.•Publicserviceadvertisements(PSAs)Toeducatepeopleabouthealth,safetyoranyotherproblemwhichaffectspublicwelfare.Observethefouradpicturesinthetextbook.Trytodividethemintotwoparts.AdsforpublicissuesAdsforsalesEarthDaySay‘No’toDrugsOxlinAirlinesSoftShineShampooLookatthefouradsinthetextbook.Trytoanswerthesequestions:Whatimagescanyouseeoneachposter?Whatcanyoureadoneachposter?Whatdoeseachadvertisementtrytotellus?Thisposterisacommercialadvertisement.Itofferstheairlineservice.Ituses“IlovetoflywithOxlinAirlines”.Takingairlinesisafastwaytogettoanotherplace.Inthiswaymuchoftimecanbesaved.Poster1Thisposterstrikesusalot.Itistryingtoshowusthatthebirdshavenowhereelsetobuildtheirnests.Theyhavetobuildtheirnestsintheskybecauseallthetreeshavebeencutdown.Itsendsusaseriouswarningandtellsusthatweshouldprotecttheenvironmentfromnowon.Poster2Takingdrugisharmfulbothtothepeoplewhotakedrugsandtotheirfamily.Ifsomeonetakesdrugs,he/shewillbecomeseriouslyill.Thisposterisintendedtoeducatepeopleabouthealthandtheproblemsinsocietyandcallsonpeopletomakeananti-drugscampaignanditalsotellsusnottoignoretheproblemaroundus.Poster3Thisposteristargetingyoungpeople,especiallygirls,becausetheypaymoreattentiontotheirappearance.Itusespersuasivewords“Shinethatlastsfordays”successfullytopersuadeyoungpeopletobuythisshampoo.Poster4Whichadvertisementmakesyouwanttobuyaproductorservice?Why?Whichadvertisementmakesyouthinkaboutsocialproblems?Why?Doyoulikeadvertisements?Doyouthinktherearetoomanyofthemandthattheyareeverywhere?Doyouthinkadvertisementsplayanimportantpartinourlives?Whyorwhynot?Whydocompaniesandorganizationsadvertise?Fast-reading1.Whatdoadstrytopersuadepeopletodo?Tobuyaproductorservice,ortobelieveinanidea.2.WhatdoesPSAstandfor?Publicserviceadvertisement.3.WhatdoPSAsaimtodo?Theyaimtoteachusandhelpusleadbetterlives.Readthetextagainandanswerthequestions.1.Whereareadvertisementsusuallyfound?Theyareusuallyfoundinnewspapersandmagazines,ontheInternet,radioandtelevision.2.WhatisthemajordistinctionbetweencommercialadvertisementsandPSAs?Acommercialadvertisementisonewhichsomeonehaspaidfortoadvertiseaproductorservice,whileapublicserviceadvertisementisoftenrunforfree,andismeanttoeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare.3.Whyaresomeoftheadvertisementscleveraccordingtothearticle?4.WhendidChinabeginanationwidepublicserviceadvertisingcampaign?Becauseevenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.In1996.5.WhyshouldwefollowtheadviceinPSAs?BecausePSAsaremeanttobenefitthepublic,andbyfollowingtheadviceinPSAs,wecanoftenlearnalot.TrueforFalse1.Mostpeoplearenotawareofhowmanyadsarearoundthem.2.Advertisementsarealwaysmeanttopromoteaproductorservice.3.PSAsareonlyfoundinnewspapersandonTV.TFF4.PSAsandcommercialadsusesomeofthesamemethods.5.Commercialadsoftengiveusvaluableinformationabouthowtoliveourlives.6.AnadwarningpeopleagainstsmokingisanexampleofaPSA.TFTReadthethirdpartPublicserviceadvertisementsagainandanswerthequestions.1.Whatisthesubjectofthispart?PSAsusesomeofthesamemethods,buttheyaremadetoservethepublic.2.Whatinformationsupportsthisidea?PSAsaremeanttoteachusandhelpusleadbetterlives.TherearealsoPSAsthatencouragepeopletosupportpublicserviceprojects,suchasProjectHope.OtherPSAsteachpeoplehowtolivehealthylives,forexample,thecampaigntostoppeoplesmoking.3.Whatistheconclusion?Alloftheseadsaremeanttobenefitthepublic,andwecanoftenlearnalotbyfollowingtheadvicetheygive.Summarizethedifferencesandsimilaritiesbetweenthetwotypesofadvertisements,commercialadsandPSAs.PSAscommercialadsTypesofadsSimilaritiesDifferencesPlacefoundMethodsusedPur-posesValidityGroupA:Advertisinghasapositiveeffectonourlives.GroupB:Advertisinghasanegativeeffectonourlives.