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Unit 3
Advertising
Unit 3
Advertising
In this unit, you will
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first listen, and then talk about the advantages and disadvantages of
advertising ;
read about the influence of advertising on people and the role of the
Ad Council in the U. S ;
learn new words and expressions
learn about conjunctions and connective words;
write a personal advertisement ;
visit Culture Salon for the advertising photography
Unit 3
Advertising
Part I
Listen
and
Talk
Unit 3
Advertising
Directions: Listen to the following passage and try to fill the missing
words. Click here to listen.
Many products for sale seem to scream at us, “Buy me! Buy me!” Advertising is a big business in
our world with many products 1. _______ for our attention. Think of the last time you bought clothes.
You probably noticed the 2. _______ of colors, patterns, fabric and brands you could 3. _________
from. Which kind of soft 4. _______ would you like to have today or what kind of computer do you
want? Advertisers are skilled in the art of making their products look the best to appeal to our senses.
But products aren’t always what they seem. Sometimes advertising is deceptive and as 5. _______,
we must be careful about what we choose to buy. It is important to learn to 6. _______ products and
identify our purpose in purchasing the things we need. Coupons are also a form of advertising.
Sometimes fast food is tempting because a coupon is offered, even though there are more healthy
choices for eating. The good thing about advertising is that it helps people to 7. _______ and refine
their choices.
In the United States, the Ad Council creates timely public service messages to the nation. Their
purpose is to raise awareness of public problems that citizens can 8. _______ to. Inspiring ads cause
individuals to take action and even save lives. 9. _______ in America, for example has been reduced
over the years because of the creative Public Service advertisements that the council 10. _______.
“Please, please don’t be a litter bug, ‘cause every ‘litter bit’ hurts.” Many families have taught their
children to place litter in the trash can in response to this catchy phrase, which has affected
generations as each succeeding generation has taught their children not to litter.
Unit 3
Advertising
Directions: Listen to the following paragraphs and decide which
picture is described in detail. Click here to listen.
Unit 3
Advertising
The photos are all related to Advertising. Describe them
to your classmates with the help of the following
question.
1. What are the pros and cons of advertising?
2. How does advertising influence you in your
purchase decisions?
3. What is your opinion about the functions of
public service advertisements?
Unit 3
Advertising
Part II
Read
and
Explore
Unit 3
Advertising
Passage A
The Victim
Experiencing English 2
Notes to the Text
1.You could call me a shop-a-holic, as most of
my friends do, but I call myself a lover of
fashion. (para. 1)
You could call me a shopping addict, as most
of my friends do, but I'd rather say I love to
buy things in fashion..
你可以说我是购物狂，朋友大都这样说我，不过我
自认为是个时尚爱好者。
Unit 3
Advertising
Experiencing English 2
Notes to the Text
2.But as I progressed to high school, advertising
became a big influence. (para. 3)
But as I moved ahead to high school, I paid
more attention to advertising.
但从高中开始，广告产生了很大的影响。
Unit 3
Advertising
Experiencing English 2
Notes to the Text
3.The clothing in high school became something
that defined you:
High school students seem to adopt a notion
that by wearing expensive clothes they are
wealthy, smart, or superior in some way.
高中时衣着界定你的身份.
Unit 3
Advertising
Experiencing English 2
Notes to the Text
4.Yet my friends and I still turn to advertising,
now not only to stay in fashion but more so to
find our own style. (para. 4)
Yet my friends and I still pay attention to
advertising, not only to follow the fashions, but
more to find our own personal style..
我和朋友们依然关注广告，不过现在不只是为了紧跟时尚，
更想找到自己的风格。
Unit 3
Advertising
Experiencing English 2
Notes to the Text
5.Advertising feeds off human insecurities and
make us want to be like these beautiful people.
Advertising makes people insecure about who
they are and need expensive clothes to make
them look good.
广告利用人类的不甘人后的心理，怂恿我们去学这些俊男
美女。
Unit 3
Advertising
Experiencing English 2
Notes to the Text
6.Advertisers show us people around us, yet
they choose only a certain look.(para. 5)
Advertising makes people insecure about who
they are and need expensive clothes to make
them look good.
广告给我们看到的是我们身边的人，但他们只选择特定的
类型。
Unit 3
Advertising
Experiencing English 2
Notes to the Text
7.Is it the victim's fault for believing, or the fault
of society for allowing advertisers to do so?
(para. 6)
Is it the buyer's fault for believing the
advertising, or society's fault for allowing ads
to make us buy things we don't need?
怪人们相信广告吗？还是该怪社会纵容广告误导人？
Unit 3
Advertising
Unit 3
Advertising
Passage B
The Ad Council at a Glance
Experiencing English 2
Notes to the Text
1. Our slogans and characters are more than
memorable - they raise awareness, inspire
individuals to take action, and save lives.
(para. 1)
Our slogans and characters are not just easy to
remember, they also greatly influence people's
attitudes and actions, and they save lives.
我们创作的口号和形象不只是令人难忘，而且能引起广泛
关注，激励人们采取行动，挽救无数的生命 。
Unit 3
Advertising
Experiencing English 2
Notes to the Text
2.The War Advertising Council, a private, nonprofit organization, was founded to rally support
for World War II-related efforts. (para.6)
The War Advertising Council, which did was
not work established by for either the
government or for profit business, was
founded aimed to encourage people to help
support World War II.
战时广告委员会是一个私人建立的非盈利性机构，成立的
初衷是为与二战有关的活动募集资助。
Unit 3
Advertising
Experiencing English 2
Notes to the Text
3.The Ad Council's mission is to identify a select
number of significant public issues and stimulate
action on those issues through communications
programs that make a measurable difference in
our society. (para. 7)
The Ad Council's main goal is to choose decide on a
few of vital well-chosen important public issues and
get encourage people to do something useful about
themthat helps to improve the society through
effective communications programs.
广告委员会的使命是精心挑选出若干重大社会问题，通过
传播方案，激励人们采取相应的行动，在一定程度上改变
社会现状 。
Unit 3
Advertising
Experiencing English 2
Notes to the Text
4.The Ad Council reached out to the federal
government as well as important national nonprofits with an offer to create and also
distribute their crisis-related messages to
media outlets nationwide. (para. 10)
广告委员会主动联系联邦政府及美国重要的非赢利
机构，提出创作与危机相关的公益广告，在全国的
媒体播出 。
Unit 3
Advertising
Experiencing English 2
Notes to the Text
4. The Ad Council appealed to the American
government and the major national nonprofit organizations for producing and
distributing messages about the 9-11 disaster
to various media outlets throughout the
country.
.
Unit 3
Advertising
Experiencing English 2
Culture Salon
Advertising Photography
Advertising photography is designed to sell products or services
by capturing a viewer’s attention. It can be found in magazines,
newspapers, and catalogs. The photographs may stand alone, or they
may be combined with words to sell a product or illustrate a concept.
Typically, an art director or advertising agency determines the content
of the picture and hires a photographer to create the image. The
image may be a still life of a company’s product, or the photograph
may try to elicit an emotion the advertiser wishes to associate with a
product. Male and female models are often used to create moods,
especially in fashion photography.
The photographer visually translates the idea into the final image
using a variety of tools and techniques. He or she charges a daily rate
for taking photographs, plus expenses, including the cost of hiring
freelance assistants, stylists, and makeup artists when necessary.
Some of the technical elements a photographer must skillfully control
include sharpness, exposure, lighting, composition, and color
reproduction.
Unit 3
Advertising
Experiencing English 2
Goal Checking
On a scale of A to E, where A stands for “very well”, B for “well”, C for
“moderately well”, D for “not very well”, and E for “not at all”, rate how
well you have achieved the goals set at the beginning of this unit.
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give shopping suggestions
understand the two reading passages
use the new words and expressions
write about why people have become victims of advertising
use conjunctions and connective words
write the personal advertisement
understand the advertising photography
If you have given yourself a C or lower rating on any of these goals, please:
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-visit the Experiencing English website for additional help .
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-review the section that you found difficult .
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-ask your teacher for extra help .
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work with a peer or form a study group to reinforce your progress .
Unit 3
Advertising
Thank You!