Warmingup、Pre-reading、Reading、Comprehending.ppt

,Citreon,雪铁龙,Justdoit,Nike,Brand(品牌),Logo(标识，徽标),Obeyyourthirst.,Askformore,ThingsgobetterwithCoca-Cola.饮可口可乐，万事如意,Haveafreetalk,2.Whatarethefeatures(特征)ofads?,1.Canyourememberthenamesofanyproductsthatwerebeingadvertised?Ifso,whydoesthisadappealtoyoumore?,3.Wherecanyoufindads?,Advertising,Wherecanwefindadvertisements?,onTV;overtheradio;ontheInternet;innewspapers;onposters,everywhere,Scanning,1.Thepurposeofthepassageisto_.A.informusofthefactthattherearemanyadvertisementsinordailylife.B.helpusunderstandhowadsworkandavoidbeingcontrolledbythem.C.tellushoweffectiveadsareD.showushoweffectiveadscanbemade,随文,Part1(para1),Whatisanadvertisement?,Introduction,Howadvertis-ingworks,Scanning,Part2(para2),Part3(para3-7),Part4(para8-9),Howeffectiveareadvertisements?,Howtomakeadseffective,1.Wheredotheyadvertise?OnTVandradio,inmagazinesandnewspapers(alsoonclothes,billboards,atsportsfields,onbusesandtrains,atbusandtrainstationsandmanyotherplaces).,Part1,Detailreading,Part1Translate,Evensomeofthecasualgarmentswewearhavebrandnamesattachedtothemwhichturnusintowalkingadvertisements.,甚至在我们穿的有些休闲服上也印着品牌的名字，这就把我们变成了“移动广告”。,attachedtothem是brandnames的后置定语，其中them指代thecasualgarments。Whichturnusintowalkingadvertisement也是brandnames的定语，which指代的是brandnames。walking在这里作定语，表示“移动的;活动的”，用于比喻的说法。,YaoMingandWangZhizhi,thetwobasketballplayers，havebeendescribedasthe“WalkingGreatWall”bysomeWesternsportswriters.姚明和王治郅是两位篮球运动员，他们被西方的一些体育新闻记者形容为“移动的长城”。(比喻身材高大的中国人)Heisthe“walkingdictionary”inourclass他是我们班的“活词典”。(比喻词汇量很大)Youwouldbecomea“walkingtarget”ifyoudressedinsuchabrightcolor.要是你穿这么艳的衣服，很容易成为“话靶子”。(比喻非常惹眼),Part1Translate,Readpart2andchooseyourquestions.,2,2,3,3,Readpart2andanswerquestions.,1.Allofthefollowingfactsaboutanadinparagraph2arementionedexceptits_.definitionmeansadvertiserstargetaudience,2.Whoadvertises?Businesses,individuals,organizationsandassociations.,Part2,3.Whydotheyadvertise?Theywanttosellsomethingortoinformoreducatethepublic.,Part2,Fillintheblankswithproperwords.,messageorannouncement,Part2,1.Theexampleoftheadolescentboysinthethirdparagraphshowsus_.A.whichgroupisthetargetofthecomputergamesB.itisimportantfortheadvertiserstoidentifythetargetaudienceC.thatyoungpeoplearemorelikelytobuycomputergamesD.itmakessensetomakecomputergamesadthatappealtoadolescentboys,Part3,2.Howdotheydecidewheretoadvertise?Theyconsidertheirbudgetandwhatmediumismostlikelytobeseenorheardbythetargetconsumers.,Part3,identifythetargetgroup,formsthebasis,persuade,placetheiradsintherightmedium,SomeadvertisementsappealtopeoplesdesiretosavemoneyOthersaremorelikelytobenoticediftheyarefunny.,一些广告迎合人们想省钱的愿望，另外一些广告则因为有趣而受人注目。,appealto在这里的意思是“投合心意,引起兴趣”。belikelyto意思是“很可能，有希望”。,Translate,Aswellasreachingtherightaudiencewiththerighttechnique，advertisersmustalsoplacetheiradsintherightmedium.,正如要用恰当的方式吸引合适的消费者，广告商还得将广告置于恰当的媒体上。,在同一个句子中反复使用同一个词，也是一种常用的修辞手法，可以增加强调的效果，比如本句中三次用right(rightaudience，righttechnique，rightmedium)。,Translate,Step2,Step3,Appealtothetarget,Useasuitablemedium,Howdoadvertisersmakeeffectiveads?,Chooseandretell,Howdoadvertisersmakeeffectiveads?,Identifythetargetpayfor,bewasted,reach,inotherwords,havingidentified,asmuchaspossible,fitinto,formthebasisfor,Retell,Howdoadvertisersmakeeffectiveads?,Retell,2)Appealtothetargetinorderto,appealto,some,desire,others,aremorelikelyto,conscience,worthycitizen.,Howdoadvertisersmakeeffectiveads?,Retell,3)Useasuitablemediumaswellas,audience,technique,medium,playabigpartin,televisionads,abigcorporation,afford,ontheotherhand,1.Doesadvertisingwork?Yesandno.Peoplearenotusuallypersuadedbyadstobuythingstheyhavenousefor.However,adsdochangepeoplesopinionsovertime.,Part4,areunlikelyto,beingconstantlyexposed,Ontheotherhand，beingconstantlyexposedToadvertisementscallhelptochangeouropinionsovertime,另一方面，经常处于广告包围中，我们的想法有可能随着时间的流逝而发生变化。,beingconstantlyexposedtoadvertisements是ing形式，在句中作主语。overtime随着时间的推移,Translate,RolePlay,Onestudentplaysasaboss,preparingquestions;,theotheroneplaysasaninterviewee,preparinganswers.,Supposeyouarehavinganinterviewtoapplyforajobconcerningadvertising.Makeadialogueplease.,Quiz,1.corporation,2.target,3.budget,4.appealto,5.overtime,6.fitinto,A.themoneyavailablethatwillbespentoveraperiodoftime,B.company,C.aim,D.astimepasses,E.tobesuitablefor,F.toattractinterest,1.Thepainofthisfailurewilldisappear_.2.I_oneofmyoldclassmatesinthestreettheotherday.3.Theadvertisementdesignhasto_allagesandsocialgroups.4.Howdoyou_inthenewcompany?,overtime,cameacross,appealto,fitinto,comeacrossappealtoovertimefitinto,Completethesentences,Advertisementshavebecomepartofoureverydaylifeandsoitisimportantthatwe_ourselvesaboutthemtoavoidbeingfooledbythem.Theadvertisersoftenspendalotoftimedecidingwhatkindofthingswill_totheirtargetgroup.Thekindofadvertisementdependspartlyon_becauseitcostsalotmoremoneyforadsin_.Aretheyreallyworthallthat_?Theadvertiser