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Unit 6 Advertising Campaigns

Unit 6 Advertising Campaigns Preparation Listening-centered activity Listening-centered activity Reading-centered activity Reading-centered activity

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Unit 6Advertising Campaigns

PreparationListening-centered activit

yReading-centered activit

y

主题词汇Commerce tradeAdvertisement

Commerce trade Domestic trade International trade Foreign trade Free-trade area Commercial channels Commercial transaction Customs duty

Advertisement Aspects of ads Best-selling Analysis of products Target audience Dishonest or false claims Moral issue

Listening-Centered Activities listening 1 Lower our prices Masses of sofa beds View on Sunday At a price Be packed with Pull-out section

Listening 1

Local papers Sensitive skin Take special care of Contain a medicated ingredient Leave… dry or tight New tracks

Listening 2

Design a restaurant primarily for children

Target its ad campaigns at children Hook children By the time The exterior symbols of McDonald’s Play in safety A mix of different styles

Listening 2

The hamburgers The Trench fries The milk shakes Want repeat customers Hold their annual birthday party There is no mess for parents to clean

up.

Advertising Claims

summary of the text

The passage discusses the principles of making advertisements, and introduces six basic techniques.

Words, phrases and grammatical points

A person unaware of advertising’s influence on him is precisely the one most vulnerable to the adman’s attack.(l11-12)

“Precisely” has two meanings:

precisely

Accurately and exactly 精确地 ; 确切地 例 : Be here at precisely 4 o’clock. 恰恰 , 正是 , 恰好 例 : That is precisely the reason.

Falsehood (L.21)

The suffix “-hood” means ”the state or time of being something”.

E.g. likelihood,manhood, brotherhood, neighborhood, childhood, widowhood, adulthood, girlhood, motherhood

But note that the use of the number “twelve” makes the claim far more believable than if it were taken out. “more…than” 结构中 ,than- 分

句为省略句 . If- 分句为虚拟语气。 It 指代 the number “twelve” 。

inhabitant n. The city has ten million

inhabitants.

inhabit vt. Inhabitation n. Habitant n. Inhabitable adj. Habitat n.

belittle vt.

及物动词,用于正式的文体和场合。 He tends to belittle his own achi

evements.

render vt.

及物动词,一般用于比较正式和庄重的场合。

To render thanks To render into Chinese His fatness renders him lazy.

downright adj./adv.

一般用来形容坏的,虚假的,或令人讨厌的事情。

This is a downright lie.

He is downright rude to me. Jeff’s just downright lazy.

Modify v. Modifier n.

Change: 通用词,改变。 Alter : 改变细节或外表。 Vary : 表示转换,变易所致的变化和不同。 Modify: 表示略加修饰。

Apt adj. Aptly adv.

An apt answerThis shoe is apt to slip.My sister is apt at language.“Light-foot” was aptly named;we

never head him enter.

Hollow adj.

Hollow 一词多义 A water pipe is hollow. Hollow cheeks Give a hollow laugh Make hollow promises

Affirm vt.

及物动词,比较正式用语。

The general affirmed the rumor s of an attack.

By submitting to male values, they symbolically affirm male superiority.

peer vi./n.

注意区分 peek vi. 偷看,分开。 Vi. Peer at/across/through N. 同等的人

Delight in = take delight in

They seem to delight in keeping everyone waiting.

Pride oneself on something

Linda prides herself on her ability to speak six languages.

The school prides itself on its excellent basketball team.

精彩表达

Immunity to advertising Native inhabitant of consumer land A bunch of lies Play a minor supporting role Dramatic effect Work below the level of conscious

awareness

The one most vulnerable to the adman’a attack

Harmless nonsense Render defenseless Advertising claims Persuasive techniques

Downright lies Fall into category of Bold lies Balance on the narrow line between truth

and falsehood by a careful choice of words Parity product Avoid mentioning Alice-in-Wonderland

At first glance Disintegrate into hollow meaningless on

analysis So what A mystery ingredient that sounds

impressive Demand the as be withdrawn Flatter the consumer do what is right for you, no matter what

others do

After-Class readingPassage 1 insights into

advertising Words,phrases and grammatical points

Coverage n. 新闻报道a. Television coverage of the mass meetin

gb. CCTV gave the story extensive coverag

e in the evening news.

Frugal adj.

A frugal housekeeperBe frugal of one’s time and money

Infer v.

e.g. Am I to infer from your words that you think I am a liar. Inference n. Inferential adj.

Reliable adj.

注意与 reliant 区分开。 Reliably adv. Reliability n. I’m reliant on him because he is reli

able.

Reservation n.

Accept the plan with reservation Confirm the reservation

Passage 2 Developing n advertising

campaign

Words,phrases and grammatical points

Circulation n. A newspaper with a circulation of

more than one million He has a good circulation.

Execute v.

Execute sb’s commands Execute one’s purpose Execute s murderer The piano is badly executed.

Direct at=direct to

This advertisement is directed mainly at young consumers.

Almost all of Luxun’s essays were directed at the enemy.

Passage 3 advertisement appreciation

Words,phrases and grammatical points

Melt v. melt away melt sth. Down Sugar melts in tea. Her heart melted with pity.

Shed v.

Trees shed their leaves and flowers shed their petals.

Shed blood Shed clothes Shed happiness

Break up

The ship was broken up for scrap metal.

The enemy ship broke up on the rocks.

Break up a word into syllable.

Execute v.

Execute sb’s commands Execute one’s purpose Execute s murderer The piano is badly executed.

Execute v.

Execute sb’s commands Execute one’s purpose Execute s murderer The piano is badly executed.