任何理解广告中的人情味.ppt

UNIT4,Unit4Advertising,任何理解广告中的人情味？,GoaloftheUnit,Adsareeverywhere,whatsthepointofadvertising?Thegrammarfocus:SubjunctivemoodII,Objectives,Attheendofthisunit,thestudentswillbeableto:(1)describethethreewaysinwhichadvertisingshedsinfluenceonthepeople;(2)suggestseveralmethodsofadvertisingchangingpeoplespurchasingmotivations;(3)argueforanideainaproblem-solution-evaluationway.,Whatisinthisunit,Languagepoints:display,ruins,eye-catching,theMiddleAges,role,advance,mailorder,mail-orderhouses,inplace,crisscross,cometodosomething,conveysomethingtosomebodyWritingskill:developmentbyexample,Chinasadvertising,Howtoeffectpeopleslifeinapositiveway?Wecanseeadvertisementseverywhere,inasense,manyofusareinadilemma,thatis,whycantweescapethosedisturbingnuisances?Encouragestudentstogivesomeexamplesofpositiveadvertisementandanalyzetheiradvantages.,1.displaye.g.Mysoniseagertogetthemodelcarondisplayinthatstore.2.RuinsNobodycanrecognizehishomeintheruinsofbombedbuildings.3.Eye-catchingSuchacharmingladyisofcourseeye-catchingisthisvillage.4.ThemiddleagesTheperiodinEuropeanhistorybetweenabout1100ADand1500AD(orsometimes,inawidersense,between500ADand1500AD)5.RoleWhatroledoesheplayinthecompany?6.AdvanceThereisagreatadvanceincomputertechnology.7.InplaceThenewregulationsareinplacenow.,Cometodosomething:tobegintodosomethingasaresultoftimeorexperiences.Conveysomethingtosomebody:Tomakeideas,feelingsknowntoanotherperson.Lookatthefollowingpicturetodiscussitsadvertisingstrategiesandtrytotellwhatapeoplecangetfromit.,虚拟语气11）虚拟语气用来表示说话人的主观愿望或假想，所说的是一个条件，不一定是事实，或与事实相反。虚拟语气在条件句中应用比较多。22）条件句可分为两类，一类为真实条件句，一类为非真实条件句。非真实条件句表示的是假设的或实际可能性不大的情况，故采用虚拟语气。真实条件句用于陈述语气，假设的情况有可能发生。各种结构参见下表：,Sentencemodelsnot(that).but(that).不是而是.Mostofthesefirmsweremanufacturedofoffood,soap,cosmeticsandautomobiles,notpatentmedicinemanufacturers.原文是强调“都是.而不是”_Mostofthesefirmswerenotpatentmedicinemanufacturersbutmanufacturersoffood,soap,cosmeticsandautomobiles.改变后的句子强调“不是而是.”2.AnounisusedasaverbIntermsofvolumeandtechnique,advertisingadvancedgreatlyintheUnitedStatesofAmerica._Intermsofvolumeandtechnique,advertisingmadeitsgreatadvancesintheUnitedStatesofAmerica.我们曾经学过类似的用法，如：Lookhavealook,takealook;Ride-takearidedotheEx.4onthepage44.,Inabooknamed,theauthorgivesthefollowingfactorswhichplaygreatrolesintheadvertising.Theyare:1.Effectiveness（效果）2.Influence（影响）3Measurement（措施）4Branding（品牌）5.Creativity（创造力）6Irrationality（不和情理）7Hyperbole（夸张）8Attention（引人注意）9Involvement（涉及其中）10Emotion（情感）11Humor（幽默）12Visualization（直观）13Demonstration（展示）14Endorsement（认可，备注）15Negativity（负面因素）16Tone（语气）17Style（风格）18Deconstruction（解析）19Fashion（时尚）20Tobacco（烟草）21.Corporate（组织、社团）22Banking（银行）23Politics（政治政策）24Admen（广告制作人）25Unreality（非显示性）26Commonweal（公共福利）27Morality（道德）28Behavior（行为方式）29Technology（技术含量）30Internet（因特网络）31Future（将来）Thefollowingisthedetailsaboutthesefactors,readitanddiscuss.,LISTENINGPRACTICE,Assignthestudentstodotheexercisesafterschoolandaccentuatetheexemplificationinwriting.Actually,thetextitselfisagoodexample.Encouragethestudentstosumu