Download advertising

Obey your thirst.
Intelligence everywhere.
The taste is great.
The new digital
era.
Connecting
people.
味道好极了。
数码新时代 科技以人为本。
Good to the last drop.
Just do it.
Take time to indulge.
Unit 5
Getting the message
Reading: Advertising
Brainstorming
advertising
Scan the text and tick out what are
mentioned in the passage.




the places to put the ads ( Where? )
the history of advertising
people’s reactions to ads
the way to make an ad
the functions of ads ( The most important? )
some famous slogans of ads
“bait-and-switch” ads ( Meaning? )
Gist reading
advertising
Brief introduction
( para. 1 )
para. 2
different reactions
para. 3
Body
( para. 2-7 )
para. 4-6 functions
para.7
Conclusion
( para.8 )
the basic principle
?
“bad ads”
Detailed reading
What makes advertising a highly
developed industry?
The development of radio, television and
other media, especially the Internet.
( e.g. pop-up ads )
What different views do people hold?
Defenders
Critics
• useful and entertaining; • annoying;
• helpful to customers in • misleading customers
making informed choices
Listen to the tape and find
out the answer.
The basic principle of advertising is
______.
C
A. to introduce a brand name to potential
customers
B. to associate the product with the
customers’ needs
C. to influence the choices customers
make
D. to get their message across
Listen to the tape and
find out the answer.
By introducing a brand name to
potential customers, and by
associating the product with the
customers’ needs, companies are
able to influence the choices
customers make.
Listen to the tape and
find out the answer.
[By introducing a brand name to
potential customers, and by
associating the product with the
customers’ needs,] companies are
able to influence the choices
customers make.
Find out whether the
statements are true or false.
( F ) 1. Because of the costs of ads,
products become expensive.
( T ) 2. Truthful ads can help customers
make the right decision.
( T ) 3. All ads are not used to promote
a product or to increase a
company’s profits.
How do bad ads mislead consumers?
• By using “hidden information”.
• By showing pictures that are only
partly true or have been changed to
look better.
• By using a trick called “bait-andswitch”.
We should learn to analyze
ads to protect ourselves
from false advertisements
and make good choices.
Conclusion
Speaking
1. Say something about “advertising” .
2. Find out the advantages and
disadvantages of ads
Advantages
• increase sales and profits
• reduce the prices
• help people make
decisions
• make people aware of
social problems
• provide information
---
Disadvantages
• annoying
• mislead people or
cheat them of money
• take up too much time
and space on TV and
in the newspapers
• give false or incorrect
information
---
Topic discussion
1. In your opinion, what makes a good
advertisement?
a good brand name
a slogan easy to remember
imagination and creativity
truthful facts
humor
vivid pictures
appealing to customers’ emotion
the feeling of love,happiness and success
---
beauty
“3 Bs”
beast
baby
Topic discussion
2. If you are asked to make an ad for our
school, what will you focus on?
location;
history;
characteristics;
equipment;
harmony;
slogan;
---
Homework
1. Read the passage again and again and
underline the phrases you think important.
2. Make an advertisement for our school or
make a public advertisement in groups.
http://192.168.27.3
http://taihuenglish.blog.edu.cn
Thank you!