Unit 11 The Media

合肥十三中 汤培俊

Let’s enjoy a song:We will rock you

“What product is it for?”

Look at more advertisements and try to guess

Just do it.

只管去做吧 ! ( 耐克 ) 　

Impossible made possible.

使不可能变为可能。（佳能打印机）　

Intelligence everywhere.

智慧演绎，无处不在。（摩托罗拉手机）　　

The taste is great.

味道好极了。

（雀巢咖啡）　

Obey your thirst. 　

服从你的渴望 （雪碧）　

只溶在口，不溶在手

（ M ＆ M 巧克力）

M&Ms melt in your mouth, not in

your hand.

Watch the videos

public ads

protect the environment

What does the passage talk about?

A. The advantages and disadvantages of ads B. Different sorts of adsC. The development of advertisingD. The effect of ads on our lifeE. People’s attitude toward ads

Fast reading

C

Para 1

Para 2

Para 3

Para 4

Para 5

the classic ads

the ads in the market

modern ads

the top ads of today

the public ads

Match the main idea of each paragraph.

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?

Answer the questions.Careful reading

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?

They works when there is not much competition.

Because people are used to seeing high standards of visual design.

Answer the questions.Careful reading

3. What ideas do today’s advertisers

use to make you notice their

products?New , unusual ideas and humor.

4. What has the government done

during the last decade?Public advertisements, such as giving up smoking, saving water, helping the poor, fighting AIDS.

1. Some advertisements consist of pictures or the words of experts …

consist of :be

made up of

Key words and expressions

Japan consists of four main islands

2. Because of the advertising boom, people are used to seeing high …

boom n. rapid increase

The city is having a building boom.

3. Modern advertisements must stand out in a world full of competition …

stand out:

be highly

noticeable

Yao Ming

stands out in

the crowds.

approach, boom, budget, classic, concept,

consist of, contemporary, corporation,

neighborhood, suitable

Vocabulary

Listen to the record of the text and find the

following words in the text, try to

understand the meaning of the words.

Vocabulary

a) traditional typical b) companyc) right for something

classic

corporation

suitable

Match some words that exist in the text with the most suitable definitions according to Chinese meanings in vocabulary.

d) containe) plan of how money

should be spent. f) rapid increaseg) idea h) method i) belonging to the present

timej) area around where you

live

consist of

budget

boomconcept

approach

contemporary

neighbourhood

With the development of society, advertisements have become more and more important in our daily life. Advertisements give latest information about products. If there were no advertising, consumers could not know about goods in their local shops. Advertising helps sell to a bigger market.

Read two paragraphs from the internet, and take some notes.

Extra reading

But there are also some opinions against advertising.Some people think that advertisements do not give much information but only try to persuade you to buy. They create a demand for goods that are not really needed. Besides, advertising adds to the cost of goods. Further more, they are ugly to look at and spoil the environments.Actually, every coin has two sides. Advertising is without exception.

Extra reading

Advertising is the art of making whole lies out of half truths.  By Edgar A. Shoaff

You can tell the ideals of a nation by its advertisements. By Norman Douglas

Promise, large promise, is the soul of an advertisement. By Samuel Johnson

Extra readingAppreciate some quotes about advertising

Voice your opinion

Do you think advertising actually works? Have you ever bought anything because you liked the idea promoted in the advertisement?

Example

I think advertising works. Because it can make us know what the company sells, how good the products are…

I think advertising doesn’t work. Because we can’t believe the advertisements, the products are more important…

Homework

• Make a public advertisements. Such as protecting environment, saving water. Search the internet and try to find some materials to help you.

• Some reference websites:• http://www.so138.com/bbsv/2326-

37003.html• www.google.com

Thank you!