How advertising worksHow advertising works

莆田十中高中英语教研组 黄 玲

Do you like McDonald's better than KFC because of the advertisement?

Advertisements

WHERE?

On billboards

On buses

On TV

On the radioIn train stations

In newspapers

In magazines

At the cinema

At the airport

Everywhere

Understanding the advertisements in

the text.

1. Water

Q:What is the most common name for

H2O?

Water.

Q:What is the purpose of this advertise

ment?

To encourage people to use water wi

sely and to save water where they ca

n.

Q:What group of people is the adve

rtisement made for?

Young people who like sports, the l

atest fashions and like to be part of

a group.

2. Super Shooze

A. Why are the first two lines written

bigger than the rest of the

advertisement?

These lines appear bigger so that

they are the first thing people notice

about the ad.

3. Refresh water

Q:Why do advertisers often use the “Bu

y one get one free” message?

People love a bargain, so they are attr

acted to free offers and are more likel

y to buy the product if they think the

y are getting something for free.

Q:What does this advertisement encour

age you to think?

It encourages us to think of the sky, a

ir and our environment and about ho

w the environment is being spoiled.

4. Environment

5. What do both “Speeding” and “How fast

am I going” want people to do?

They want drivers to stop speeding.

HOW ADVERTING WORKS

Scan the headings of each section and get a general understanding of the text.

Scanning

Section I

(para.1)

Section II

(para. 2)

Section III

(para. 3-7)

Section IV

(para. 8-9)

Introduction

What is an advertisement?

How do advertisers make effective advertisements?

How effective are advertisements?

Sum up the main idea of each section.

Read the text carefully and fill in the blanks with proper words.

How advertising works

What is an

advertisement?

An advertisement is a ______________________ that informs or influences people.

message or announcement

How advertising works

How do advertisers make effective

advertisements?

Identify your target

Advertisers _______________________ and find out as much as possible about them, which ___________ for decisions about what type of advertising techniques to use with this group.

identify the target identify the target groupgroup

forms the basisforms the basis

How do advertisers make effective

advertisements?

Appeal to your target

In order to ________ people to do something, advertisements often appeal to our hopes and dreams or our emotions.

persuadepersuade

How do advertisers make effective

advertisements?

Use a suitable medium

As well as reaching the right audience with the right technique, advertisers must also ____________

_________________.Obviously, cost will play a big part in this decision.

place their ads place their ads in the right mediumin the right medium

How effective are advertisements?

However good an advertisement is, people ______________ be persuaded if the product is unsuitable for them. On the other hand, ______________________ to advertisements can help to change our opinions over time.

are unlikely to

being constantly exposed

Comprehending

How to understand the two sentences: 1. We hear advertisements on the radio

and come across them on the Internet. 2. Even some of the casual garments we

wear have brand names attached to them which turn us into walking advertisements.

Para 1

What is an ad?

1) Definition (a message or

announcement that intends to inform

or influence people)

2) Means (words, pictures, music,

film…)

3) Advertisers (business, individuals,

organizations, associations)

Para 2

Para 3

1.Target audience means ________________________________.the people the advertisement intends to

persuade.2.It _____________ （有意义） to make computer game ads that __________ （迎合）adolescet boys.

makes sense

appeal to

3.Find out how the product would __________ （适合） the lives of target audience.fit into

Para 4

Everyone else is listening and if you want to be part of the group, you’d better listen too.

Buy our shoes and you’ll live an exciting life in the “fast lane”.

Q: What message does the advertisement give?

If you wear our shoes you’ll have an exciting life, and be popular and have fun.

Buy our shoes and you’ll live an exciting life in the “fast lane”.

Some adverts, like the environmental protection advertisement below, appeals to our conscience or our desire to be worthy citizens.

Para 6-7

How do advertisers decide where to advertise?

As well as worrying about the _________,

advertisers must also consider which _______ are most appropriate for their products.

expense/budget

media

Para 8-9 :Does advertising work?

They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents.

Q:Do you think the message“Buy our sho

es and you’ll live an exciting life in the

‘fast lane’.” is true? Give reasons.

No, because just wearing a certain bra

nd of shoes won’t make you exciting, p

opular or have fun—it takes much mo

re effort than that.

Further thinking

Q. The advertisement says that when

you buy two, they will give you two

more at no extra cost. Does this mean

the advertiser will lose money on the

sale?

No, the advertiser will have worked out

a price that will still give him a profit

even if he is giving away two bottles free.

The advertiser also benefits by selling

more bottles than he would have if he

hadn’t offered the free bottles.

Conclusion:How effective are ads?

1) When there is a need for the

product.

2) If the target audience is exposed to

ads constantly.

1. Retell the text according to w

hat we have learned today.2. Work in a team to design an e

ffective advert slogan.

HOMEWORK

Obey your thirst. Things go better

with Coca-Cola.

Enjoy slogans

Take time to indulge.

尽情享受吧！

The new digital era

数码新时代