Unit 11 The Media

Lesson 3

The Advertising Game

( Period One )

肥西中学

孔媛媛

GAME

• Guess the BRAND ？

Every time a good Every time a good timetime

• McDonald'sMcDonald's• 更多欢笑 更多欢乐 就在麦当劳 （麦当劳）

Behind that healthy smile,

there ’s a Crest kid.• Crest toothpaste • 健康笑容来自佳洁士。 （佳洁士牙膏）

Impossible made possible

使不可能变为可能。使不可能变为可能。

（佳能打印机）（佳能打印机）　

只溶在口，不溶在手

（ M ＆ M 巧克力）

M&Ms melt in your mouth,

not in your hand.

Obey your thirst• Sprite• 服从你的渴望。（雪碧）

Good to the last drop ．

• Maxwell House

• 滴滴香浓，意犹未尽• （麦斯威尔咖啡）

a diamond forever• de beers

• 钻石恒久远，一颗永流传 ( 戴尔比斯 钻石权威 )

Focus on life Olympus 瞄准生活 （奥林巴斯）

Where have you seen and

heard advertising?

In the street

on the bus /at the bus station

on the radio

on TV

advertisement on TV

in the newspaper

in the magazine

advertisement on the Internet

Choose the words for their definitions

1. to make known to the public, e.g. in a

newspaper or on TV ____________

2. something used for advertising things

_______________

3. the business of encouraging people to buy

goods by means of ads ____________

4. the person who makes ads ____________

advertiser advertise advertisement advertising

advertise

advertisement

advertisingadvertiser

Fast-reading: Re-arranging

1. The combination of the highest standards of design and new ideas.

2. Today’s top advertisers try to make people forget the main purpose of ads.

3. About classic ads.

4. Public ads have helped to increase public knowledge.

5. Ads are made visually attractive to hold the attention of the public.

1

2

3

4

5

Careful-reading: detailed information in each paragraph

Listen to the text

What information ?

general location

the name of the company

the brand name

Paragraph 1: classic ads

the classic ads

location

brand name

company name

product

brand name

product

company namelocation

• Problem: ________________might not be suitable when there is much

competition in the market place.• Solution:Ads need to ______,and ______ the ______ of the public.• Ways: 1. use pictures or the words of ______ 2.create ads that people _________ at

Paragraph 2:the ads in the market

Classic advertising

attract

holdattention

expertsenjoy looking

the ads in the market

pictures or the words of expertsenjoy looking at

• Problem: People are used to ___________ ______________________.

• Solution: Modern ads must ________ the highest standards of ________ with new ideas to make them more _________.

Paragraph 3: Modern advertisements

seeing high

standards of visual design

combinedesign

attractive

Concept of freedom,happiness,wealth and success

modern ads

highest standards of visual design

high clear light thinidea linked to the product

• Problem: For many of today’s advertisers, ________ old ideas is not a successful approach.

• Solution: The advertisers look for other ways to make people ____________________ and _____________________________.

• Ways: The top advertisers use ________ as well as

_____ and _______ ideas to surprise people.

Paragraph 4:the top advertisements of today

repeating

notice their productsforget the main purpose of the

ads

humourne

wunusual

the top ads of today

humour, new and unusual idea

They make people forget that someone is trying to sell them something.

Paragraph 5: Public advertisements

• Problem: Some advertising is about ____________ and ________ for a profit.

• Solution: Some ads aim to make _____________ to ________.

• Ways: 1. _____________ citizens to _________ in improving their neighbourhood. 2. __________ the public on ________ AIDS, ________ water, ________ the poor, __________ smoking, etc.

selling products

services

contributions

society

Encouraging

participate

Educating

fighting saving helping

giving up

Public advertisements

protect the environmentmake contributions to society

3 Answer the questions of Ex3.

1. When does the simplest type of

advertisement work?

Answer the following questions

They work for products that people need when there is not much competition.

2. Why are modern techniques of design

not enough for advertisements to be

noticed in modern cities?

Because people are used to

seeing high standards of visual

design.

3. What ideas do today’s advertisers use

to make you notice their products?

new and unusual

ideashumourous

They use humour as well as new and unusual ideas to surprise people. They hope to make people forget that someone is trying to sell them something.

4. What has the government done during the last decade?

saving water

fighting aidshelping the poor

giving up smoking

Over the last decade, the

government has worked hard at

using advertisements to educate

the public on fighting AIDS, saving

water, helping the poor, giving up

smoking, etc.

Appreciate some public advertisements

Vocabulary:

Find these words and match thema) traditional, typical b) company

c) right for something d) contain

e) plan of how money should be spent

f) rapid increase g) idea

h) method

i) belonging to the present time

j) area around where you live

a) traditional, typical _________

b) company _________

c) right for something _________

d) contain _________

e) plan of how money should be spent

_________

budget classic

consist of

corporation

suitable

approach concept neighbourhoo

d

contemporary

boom

f) rapid increase ___________

g) idea ___________

h) method ___________

i) belonging to the present time

______________

j) area around where you live

______________

form

Advantages Disadvantages

• make people annoyed• be misled by false and

incorrect information

easily• cheat consumers to

buy the useless

products•raise the price of products

…

• help consumers make

informed choices• entertain people• increase product sales• make people aware of

social problems and

government policies

…

Match the words in the box with the correct advertisements.

Word CornerWord Corner

Jeweller’s, baker, airline, cinema, gym

1.We have more beautiful necklaces and rings inside the shop.

_______________________________Jeweller’s

Jeweller’s, baker, airline, cinema, gym

2. Watch all the new movies here! ____________________cinema

Jeweller’s, baker, airline, cinema, gym

3. Join us for the most delicious cake and get a free coffee! _________________________________baker

Jeweller’s, baker, airline, cinema, gym,

4. Keep fit and look good. Join us now!_______________________gym

Jeweller’s, baker, airline, cinema, gym,

Thank you!