人教版高中英语选修9课件：Unit5InsideAdvertisingReading

高三选修9Unit51.DoyoulikeMcDonald’sbetterthanKFCbecauseoftheadvertisement?AdvertisementsWHERE?OnbillboardsOnbusesOnTVOntheradioIntrainstationsInnewspapersInmagazineAtthecinemaAttheairportEverywhereCompareadvertisementsComparetheadvertisements,whichoneiseasierforyoutoremember?Why?Lookatthepicturesonpage42-43anddiscussthequestionsabouttheadvertisements.1.WaterA.WhatisthemostcommonnameforH2O?WhydidtheycallitH2O?H2O=water.H2Ohasbeenusedinsteadoftheword“water”,becauseitrhymeswith“slow”.Rhymes(oftencalledjingles)attractattentionandareeasilyremembered.B.Whatisthepurposeofthisadvertisement?Toencouragepeopletousewaterwiselyandtosavewaterwheretheycan.A.Whatgroupofpeopleistheadvertisementmadefor?Youngpeoplewholikesports,thelatestfashionsandliketobepartofagroup.2.SuperShoozeB.Whatmessagedoestheadvertisementgive?Ifyouwearourshoesyou’llhaveanexcitinglife,andbepopularandhavefun.C.Doyouthinkthemessageistrue?Givereasons.Thismessageisnottruebecausejustwearingacertainbrandofshoeswon’tmakeyouexciting,popularorhavefun—ittakesmuchmoreeffortthanthat.A.Whyarethefirsttwolineswrittenbiggerthantherestoftheadvertisement?Theselinesappearbiggersothattheyarethefirstthingpeoplenoticeabouttheadvertisement.3.RefreshwaterB.Theadvertisementsaysthatwhenyoubuytwo,theywillgiveyoutwomoreatnoextracost.Doesthismeantheadvertiserwilllosemoneyonthesale?No,theadvertiserwillhaveworkedoutapricethatwillstillgivehimaprofitevenifheisgivingawaytwobottlesfree.Theadvertiseralsobenefitsbysellingmorebottlesthanhewouldhaveifhehadn’tofferedthefreebottles.C.Whydoadvertisersoftenusethe“Buyonegetonefree”message?Peopleloveabargain,sotheyareattractedtofreeoffersandaremorelikelytobuytheproductiftheythinktheyaregettingsomethingforfree.AsexplainedinB,theyarenotreallygettinganythingforfreebecausetheadvertiserputsapriceontheproductthattheconsumerbuysthatwillcoverthecostofthe“free”one.A.Whatdoesthisadvertisementencourageyoutothink?Itencouragesustothinkofthesky,airandourenvironmentandabouthowtheenvironmentisbeingspoiled.4.EnvironmentB.Whatdoyouthinkcausesairpollution?Humanbeingscauseairpollutionbyburningfossilfuels,suchasgas,oil,coal,etcbyusingsomemodernmachines,transportationvehiclesandalsobymanufacturingmodernproducts.C.Howelsecanadvertisersmakepeoplemoreawareofourfragileenvironment?Tellpeoplemoreandhelpthemtobemoreawareoftheimportanceofprotectingourenvironment.5.“Speeding”and“HowfastamIgoing”?A.Bothoftheseadvertisementshavethesamepurpose.Whatdobothadvertisementswantpeopletodo?Theywantpeopletostopspeeding.B.Bothadstargetacertaingroupofpeople.Whoarethey?Drivers.C.Ifyouwereadriver,whichadvertisementwouldhavemosteffectonyou?Why?(Studentsgivetheirownanswers.)HOWADVERTISINGWORKSScantheheadingsofeachsectionandgetageneralunderstandingofthetext.SectionI(para.1)SectionII(para.2)SectionIII(para.3-7)SectionIV(para.8-9)IntroductionWhatisanadvertisement?Howdoadvertisersmakeeffectiveadvertisements?Howeffectiveareadvertisements?Sumupthemainideaofeachsection.I.Readthetextandtrytoanswerthefollowingquestions.1.Whoadvertises?2.Whydotheyadvertise?3.Wheredotheyadvertise?4.Howdotheydecidewheretoadvertise?5.Doesadvertisingwork?1.Whoadvertises?Businesses,individuals,organizationsandassociations.2.Whydotheyadvertise?Theywanttosellsomethingortoinformoreducatethepublic.3.Wheredotheyadvertise?OnTVandradio,inmagazinesandnewspapers(alsoonclothes,billboards,atsportsfields,onbusesandtrains,atbusandtrainstationsandmanyotherplaces).4.Howdotheydecidewheretoadvertise?Theyconsidertheirbudgetandwhatmediumismostlikelytobeseenorheardbythetargetconsumer.5.Doesadvertisingwork?Yesandno.Peoplearenotusuallypersuadedbyadstobuythingstheyhavenousefor.However,adsdochangepeople’sopinionsovertime.II.Readthetextcarefullyandfillintheblanks.DefinitionAnadvertisementisa(n)________orannouncementthat________orinfluencespeoplebyusingwords,pictures,musicorfilm.messageinformsHowtomake________thetarget:Havingidentifiedthetargetgroup,researchers________asmuchaspossibleaboutthoseinthetargetgroup.Appealtothetarget:Appealtotargets’_________________ortheiremotions.IdentifyfindouthopesanddreamsUseasuitable_________:Advertisersconsiderwhichmediaaremost____________fortheirproductandwhichtheirtargetaudienceismost_________seeorhear,aswellasthecost.mediumappropriatelikelytoHoweffectivePeopleareunlikelytochoosetheproduct___________forthemnomatterhowgoodanadvertisementis.Makingpeopleconstantly___________advertisementscanhelptochangetheiropinionsovertime.exposedtounsuitableWhatisanad?1)Definition(amessageorannouncementthatintendstoinformorinfluencepeople)2)Means(words,pictures,music,film…)3)Advertisers(business,individuals,organizations,associations)Howdoadvertisersmakeeffectiveads?1)Identifythetarget(findoutnecessaryinformationaboutthisgroup)2)Appealtothetarget(hopes,dreams,emotions,desires…)3)Useasuitablemedium(cost,media)Howeffectiveareads?1)Whenthereisaneedfortheproduct.2)2)Ifthetargetaudienceisexposedtoadsconstantly.FinishEx3onPage45inpairs.HOMEWORK