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希望英语（第二版）综合教程1Unit4Advertising希望英语（第二版）综合教程2外语教学与研究出版社希望英语（第二版）综合教程2Unit4AdvertisingSpeakingReadingAGrammarListeningWritingPresentationReadingB&ReadingCSpeakingTask1HomeTask2Task3LookatthepicturesonPage50andlistwordsorphrasesaboutthem.Thenshareyourworkwithothers.SpeakingTask1SuggestedWords:commercialpersuadevariousshoppingdecisioneffectposterinfluenceattractiveadvertisementBackUsethefollowingsentencepatternsandthewordsorphrasesfromTask1totalkaboutthepicturesonpage50.A.Ofall…,Ilike…best.B.Thereasonisthat…SpeakingTask2SampleSentences:Ofalltheseadvertisements,IliketheoneonBMWthebest.Thereasonisthatitissimpleandeasytoremember.BackWorkinpairs.Taketurnsaskingyourpartnerthefollowingquestionsandmakenotes.Organizeyournotesandreporttotheclassusingthegivenparagraphasamodel.•Whattypesofadvertisementsdoyouoftenseeorhear?•WhatdoyoufeelaboutTVadvertisementsthatcutyourfavoritemovieintopieces?•Howdoyouviewtherelationshipbetweenadvertisingandyourlife?SpeakingTask3ModelReportTinaisfondofallkindsofadvertisements,particularlyTVcommercials.Forwell-madeads,sheenjoysthecleveruseofwords,picturesandmusic.Forthosethatusuallymakepeoplechangechannels,shemakesfunofthemandthenpointsouthowtoimprovethem.Hergreatinterestinadvertisementsmakespeoplebelievethatsheisgoingtotakeupadvertisingasherfuturejob.Butshesayssheissimplytryingtoacceptadvertisingassomethingthatwecannotescapefrominourlife.BackReadingATask2Task3Task1TextNewWordsandExpressionsTask4Task6Task7Task8Task5HomeReadingATask1Givebriefanswerstothefollowingquestions.Thenaskyourpartnerabouthis/heranswersandtakenotes.1.Whataresomeofthepopularmediaofadvertisingtoday?SuggestedAnswers:Someofthepopularmediaofadvertisingtodayincludetelevision,newspapers,radio,theInternet,anoutdoordisplay,handouts,catalogues,etc.BackReadingATask12.Canyoulistsomewidelyadvertisedproductsandbrandnames?SuggestedAnswers:Products:medicines,householdappliances,cosmetics,automobiles,food,wines,body-buildinggadgets,personalhygieneproducts,etc.Brandnames:Chinese:Haier,TCL,Konka,Dynasty,etc.Foreign:Colgate,Wrigley,CocaCola,Pepsi,Sony,Panasonic,KFC,Kodak,etc.BackReadingATask2TextAdvertisingOneofthefirstknownmethodsofadvertisingwasanoutdoordisplay,usuallyaneye-catchingsignpaintedonthewallofabuilding.Researchershavediscoveredmanysuchsigns,forexample,intheruinsofancientRomeandPompeii.AnoutdooradvertisementfoundinRomeofferspropertyforrent,andonefoundpaintedonawallinPompeiicallstheattentionoftravelerstoahotelinanothertown.Back1ReadingATask2TextIntheMiddleAgesasimplebuteffectiveformofadvertisingwasverypopular.Tradespeoplepaidso-called“towncriers”whoshoutedthepraisesofthemerchants’goods.PrintedadvertisingplayednobigroleuntiltheinventionoftheprintingpressbyJohannesGutenbergin1445.Nowtheprintersandlaterthemerchantsusedlittlehandoutstoadvertisetheirproducts.Thesehandoutsoftencontainedspecialsymbolsofthetradespeopleandwerealsousedaspostersonwalls.Thisformofadvertisementlastedforaverylongtime.2ReadingATask2TextIntermsofvolumeandtechnique,advertisingmadeitsgreatestearlyadvancesintheUnitedStatesofAmerica.Intheearlytimes,thenationwasunderdevelopedandlackedlong-distancetransportationandcommunicationsystems.That’swhyadvertisingacrossthecountrywasnotpractical.Butclevermanufacturershadtheideaofreachingtheconsumerdirectlythroughcatalogs.SothefirstAmericanmail-orderhousesappearedintheearly1870s.3ReadingATask2TextInthe1880sanewageofadvertisingbegan.Newmethodsofmanufacturingledtogreatlyincreasedoutputanddecreasedthecostsfortheproducersofconsumergoods.Theproductsnowcouldbepackagedattheplant.Moreover,thetelegraphnetworkwasinplaceandthecontinenthadbeencrisscrossedbyanetworkofrailroads.4ReadingATask2TextThemostwidelyadvertisedconsumerproductsatthistimehadbeenpatentmedicines.In1893morethanhalfofoverahundredfirmsspendingmorethanfiftythousanddollarsannuallyonadvertisingwerepatentmedicinemanufacturers.5ReadingATask2TextButonly20yearslater,mostofthesefirmswerenotpatentmedicinemanufacturersanymorebutmanufacturersoffood,soap,cosmeticsandautomobiles.Thesefirmsbegantomarkettheirpackagedgoodsunderbrandnames.SomeofthefirstbrandswereColgate,WrigleyandCocaCola.Previouslysucheverydayhouseholdproductslikemilk,sugar,soap,riceandcandleshadbeensoldinneighborhoodshopsfrombulkpackages.6ReadingATask2TextInthe1920sadvertisersandtheiragentshadcometorealizetheradio’spossibilities.Withitsappealingprograms,radiocouldconveytheirmessagedirectlytotheconsumerwhowouldnotneedtobuyanewspaperorevenneedtobeabletoread.7ReadingATask2TextInthe1950scametelevisionwhichdevelopedfasttobeoneofthemostpopularadvertisingmedia.Nowadvertiserscouldshowtheuseoftheirproductsandpresentwell-knownpeopletopraisethem.8ReadingATask2TextTodayadvertisersspendmillionsofdollarsfortheircampaigns,althoughtheydon’talwaysknowhoweffectivetheiradvertisingdollarsreallyare.FrankWoolworthoncesaid:“Iknowthathalfofmyadvertisingbudgetiswasted.TheproblemisthatIdon’tknowwhichhalf.”9ReadingATask2Text广告最早为人所知的广告方式之一是户外展示，通常是绘在建筑物墙上引人注目的广告标识。例如，研究人员已经在罗马古城和庞培古城的废墟中发现了许多这样的标识。他们在罗马古城发现了一则房屋出租的户外广告；在庞培古城发现了画在墙上的一幅广告，向游客推荐