Unit 3 Advertising-Passage A.ppt

ExperiencingEnglish2,1,Unit3Advertising,2,Unit3Advertising,Inthisunit,youwill,firstlisten,andthentalkabouttheadvantagesanddisadvantagesofadvertising;readabouttheinfluenceofadvertisingonpeopleandtheroleoftheAdCouncilintheU.S;learnnewwordsandexpressionslearnaboutconjunctionsandconnectivewords;writeapersonaladvertisement;visitCultureSalonfortheadvertisingphotography,3,Warm-upActivity,LookattheadsandthinkabouthowyouwillsaytheminEnglish.,4,智慧演绎，无处不在。Motorola:Intelligenceeverywhere.,5,服从你的渴望。Sprite:Obeyyourthirst.,6,滴滴香浓，意犹未尽。(麦斯威尔咖啡)Maxwell：Goodtothelastdrop.,7,Nike:Justdoit.只管去做。,8,渴望无限。Pepsi-sportswear:Askformore.,9,追求完美永无止境。(凌志汽车)Lexus:TheRelentlessPursuitofPerfection.,10,拥有东芝，拥有世界,TakeTOSHIBA,taketheworld.,11,PublicServiceAdvertisement,12,PublicServiceAdvertisement,13,Listen,Unit3Advertising,Talk,PartI,14,Unit3Advertising,Directions:Listentothefollowingpassageandtrytofillthemissingwords.Clickheretolisten.,Manyproductsforsaleseemtoscreamatus,“Buyme!Buyme!”Advertisingisabigbusinessinourworldwithmanyproducts1._forourattention.Thinkofthelasttimeyouboughtclothes.Youprobablynoticedthe2._ofcolors,patterns,fabricandbrandsyoucould3._from.Whichkindofsoft4._wouldyouliketohavetodayorwhatkindofcomputerdoyouwant?Advertisersareskilledintheartofmakingtheirproductslookthebesttoappealtooursenses.Butproductsarentalwayswhattheyseem.Sometimesadvertisingisdeceptiveandas5._,wemustbecarefulaboutwhatwechoosetobuy.Itisimportanttolearnto6._productsandidentifyourpurposeinpurchasingthethingsweneed.Couponsarealsoaformofadvertising.Sometimesfastfoodistemptingbecauseacouponisoffered,eventhoughtherearemorehealthychoicesforeating.Thegoodthingaboutadvertisingisthatithelpspeopleto7._andrefinetheirchoices.IntheUnitedStates,theAdCouncilcreatestimelypublicservicemessagestothenation.Theirpurposeistoraiseawarenessofpublicproblemsthatcitizenscan8._to.Inspiringadscauseindividualstotakeactionandevensavelives.9._inAmerica,forexamplehasbeenreducedovertheyearsbecauseofthecreativePublicServiceadvertisementsthatthecouncil10._.“Please,pleasedontbealitterbug,causeeverylitterbithurts.”Manyfamilieshavetaughttheirchildrentoplacelitterinthetrashcaninresponsetothiscatchyphrase,whichhasaffectedgenerationsaseachsucceedinggenerationhastaughttheirchildrennottolitter.,15,Lead-inkey,peting2.variety3.choose4.drink5.consumers,pare7.makedecisions8.respond9.Pvides,16,LanguagePoints,1appeal:v.(tosb.)tobeattractiveorinterestingtosb.Hersenseofhumorappealedtohimenormously.(tosb.forsth.)makeanearnestrequestTheyappealedtothegovernmentforhelp.,17,LanguagePoints,2.deceptive:adj.misleadingSheseemstohaveplentyofconfidence,butappearancesaresometimesdeceptive.deceive:v.(sb./oneselfintodoingsth.)odoingsth.Youcantpasstheexamwithoutworking,sodontdeceiveyourselfintothinkingyoucan.,18,LanguagePoints,3.consume:v.tousesth.upconsumption:n.consumer:n.(customer)e.g.consumergoods(capitalgoods)assumev.Imassumingthatthepresentsituationisgoingtocontinue.,19,Unit3Advertising,Discussingroups:Whataretheprosandconsofadvertising?Howdoesadvertisinginfluenceyouinyourpurchasedecisions?Whatisyouropinionaboutthefunctionsofpublicserviceadvertisements?,20,Read,Unit3Advertising,Explore,PartII,21,PassageATheVictim,Unit3Advertising,PassageBTheAdCouncilataGlance,22,CultureNotes,Advertisingisacollectiveforpublicannouncementsdesignedtopromotethesaleofspecificcommoditiesorservices.Advertisingisaformofmassselling,employedwhentheuseofdirect,person-to-personsellingisimpractical,impossible,orsimpleinefficient.Itistobedistinguishedfromotheractivitiesintendedtopersuadethepublic,suchaspropaganda(宣传),publicity,andpublicrelations.,23,Understandingthetext,1.Whydotheauthorsfriendscallherashop-a-holic?2.Whendoestheauthorrealizethatsheisavictimofadvertising?3.Whyisclothingveryimportanttohighschoolgirlsandnotthatimportanttocollegestudents?4.Advertisersportraybeautifulmodelsinadvertising.Whydotheydothat?5.Doyouthinkthereisawayforustoavoidbeingthetargetofadvertising?,24,UnderstandingtheText,1.Whydotheauthorsfriendscallherashop-a-holic?,Theydosobecauseshelikesshoppingandkeepsalotofname-branditemsinherroom.,25,UnderstandingtheText,2.Whendoestheauthorrealizethatsheisavictimofadvertising?,Sherealizesthatsheisavictimofadvertisingwhenshelearnsmoreaboutmarketing.,26,UnderstandingtheText,3.Whyisclothingveryimportanttohighschoolgirlsandnotthatimportanttocollegestudents?,Becausehighschoolgirlsaredefinedandidentifiedbytheirclothing,butcollegestudentsaredefinedbytheirpersonalityratherthanbytheirclothing.,27,UnderstandingtheText,4.Advertisersportraybeautifulmodelsinadvertising.Whydotheydothat?,Theyusethosebeautifulmodelstopassthismessagetous:ifwewanttobepopular,loved,andattractive,weshouldfollowthesemodels.,28,UnderstandingtheText,5.Doyouthinkthereisawayforustoavoidbeingthetargetofadvertising?,Open.,29,TheVictim,Youcouldcallmeashop-a-holic,asmostofmyfriendsdo,butIcallmyselfaloveroffashion.Sittinginmyroom,IlookinmyclosetatallmybelongingsandwonderwhatelseIwanttobuy.Abercrombie,Guess,JCrewandRalphLaurenarejustafewofthename-branditemsthatcluttermyroom.AndIwantmore.IveneverstoppedtoquestionwhetherImgettingwhatImpayingfor,thoughIvealwaysbeenasmartshopper,asaleshopper.But,asIlearnmoreaboutmyfuturefield,marketing,IrealizethatIamavictimofadvertising.AllthethingsIwantandbuyareinfluencedbywhatmagazines,television,andotheradvertiserstellmeIneedtobuy.,30,Abercrombie,AbercrombieisanamebrandofAbercrombieinstead,itoverseestheworkofmanylicenseesaswellasmorethan300contractmanufacturersinAsiaandtheUS.ItslargestlicensingpartnersincludeJonesApparelGroup(sportswear),SeibuDepartmentStores(Japanesedistribution),andWestPointStevens(bedding).Thefirmoperatesabout170PolostoresandoutletsintheUSandlicensesmorethan100othersworldwide.,34,Everyonewearsclothes.Theycanbeastatement,astyle,oradefinitionofwhoyouare.Theycanalsobeasimplenecessity.Forme,clothinghasmeantdifferentthings.Asachild,Iworewhatmymothergavemeorthehand-me-downsfrommysister.IneverquestionedhowIlooked,butIlikedtodressup.Inmiddleschool,Ibecamemoreconcernedwithmyappearance,likemostgirls.ButasIprogressedtohighschool,advertisingbecameabiginfluence.Boysbegantonoticegirls,andallthegirlswantedtolookgood.Theclothinginhighschoolbecamesomethingthatdefinedyou;itidentifiedyouwithacertaingroup.WearingAbercrombiejeansmeantyouwerethepreppyall-Americangirl,aGuessshirtmeantyouwerethesnobbyrichgirl,andanythingworseorlessthanthatwasunacceptable.,35,Incollege,advertisinghitmeinadifferentway.Collegeisaplacewheretypicallynooneknowsyouatfirst,soyoucanbewhoeveryouwanttobe.Therearesomanystudentsandsuchavarietyofpeoplethatclothingbeginstodefineyoulessandlessandyourpersonalitybeginstodefineyoumoreandmore.Everyoneisgrowingandchangingandbeginningtolearnwhotheyreallyare.YetmyfriendsandIstillturntoadvertising,nownotonlytostayinfashionbutmoresotofindourownstyle.Inmyquestforidentity,thestyleofclothingIchoosereflectsme.ItshowsmypersonalityandshowswhattypeofpersonIam.,36,Despitemychoicetohavemyclothingreflectandnotdefineme,Iremainavictimofadvertising.AlthoughIlooktoadsfortheupcomingstyles,Iamstillaffectedbytheunderlyingimagesbehindthem.Advertisingreflectssocietyandalsoaddstosocietaldefinitions.Advertisersshowuspeoplearoundus,yettheychooseonlyacertainlook.Byshowingusjustthesepeople,theyaredefiningthosefewasthebeautifulpeople.Advertisingfeedsoffhumaninsecuritiesandmakesuswanttobelikethesebeautifulpeople.Ourinsecuritieswithwantingtobepopularandwantingtobelovedareusedagainstus.Societyfostersthefascinationthatweshouldnotbewhoweare,andadvertisersusethistoinfluenceustobelievecertainmessages.Ifwedonotlooklikethemodels,wearenotbeautiful.Ifwearenotthinandcurvywearenotattractive.Evenifwehavegreatpersonalities,mostpeoplewillnotlikeusifwearenotphysicallybeautiful.,37,Advertisersuseourweaknessestotelluswhatisnew,whatweshouldbelike,whatiscool,andwhatishot.Becausehumannaturemakesuswanttobepopularandglamorous,wefollowtheleadadsgiveus.Isitthevictimsfaultforbelieving,orthefaultofsocietyforallowingadvertiserstodoso?ThesearethequestionsIoftenaskmyselfasIenterthefieldofmarketing.Itisveryeasytousehumaninsecuritiesasameansoftargetingconsumption,butisitright?Howwillweeverknowunlesswestepbackandstopreadingmagazinesandwatchingtelevision?Untilthen,Iwillremainavictimofadvertising.Andsowillalmosteveryoneelse.,38,WordsandExpressions,1.victim:person,animal,etc.sufferinginjury,pain,loss,etc.asresultofotherpeoplesactions,orofillness,badluck,etc.,Examples:,earthquake/murdervictimsfallvictimtosth.:beovercomebysth.Hesoonfellvictimtohercharms.,39,2.shop-a-holic:n.(shop+a+-holic)personwholovesshoppingverymuchalcoholic:personwhoisaddictedtodrinkingworkaholic:personwhoisindulgedinworking,WordsandExpressions,40,WordsandExpressions,fashion:n.(1)mannerorwayofdoingthingsShepaintsinthefashionofPicasso.(2)popularstyleofclothes,behavioretc.followthefashion:Manygirlsliketofollowthefashion.Jeansarestillinfashion.,41,WordsandExpressions,4.brand:aclassofgoodswhichistheproductofaparticularfirmofproducer,Expressions:,brandnamenCthenamegiventoaproductbythecompanythatmakesit=tradenameneg.goods名牌货namebrandnCAmEapopularandwell-knownproductnamename-brandadjonlybeforenounname-brandclimbinggear,42,WordsandExpressions,5.item:n.singlearticleorunitinalistthefirstitemoftheagendaitembyitemLetsdiscussthecontractitembyitem.让我们把这份合同逐项讨论一下吧?,43,WordsandExpressions,6.clutter:v.(upsth.)fillorcoversth.inanuntidywayTheroomwasclutteredwithunnecessaryfurniture.,44,WordsandExpressions,7.adn.advertisement广告advertisern.广告商advertisingn.广告业,45,WordsandExpressions,8.necessity:n.necessarythingsFood,clothing,andshelterareallbasicnecessitiesoflife.Welltakeonlythenecessitiesforthespringouting.necessarya.necessarilyadv.unnecessarya.,46,WordsandExpressions,9.dressup:make(something,oroneself)moreattractive,esp.withclothing,Examples:,Theydressedupfortheoccasion.Areyougoingtodressupfortheparty,orisitinformal?,47,10.define:v.(sth.assth.)statepreciselythemeaningofsth.;explainGoodmannersdefineagentleman.definitionn.,WordsandExpressions,48,WordsandExpressions,11.identifywith:causeorconsider(someonetobeconnectedwithsomething),Examples:,Wealthcannotbeidentifiedwithhappiness.TheworldidentifiesMrs.Pankhurstwithfemaleemancipation.,49,WordsandExpressions,12.quest:alongsearchorpursuit,Examples:,questforthequestforhumanhappinessInquestofHewenttothelibraryinquestofsomethingtoread.,50,WordsandExpressions,13.Societyn.Socialadj.relatingtohumansocietyanditsorganization,orthequalityofpeopleslivesadj.someonewhoissocialenjoysmeetingandtalkingtootherpeople=sociableSocietaladj.relatingtoaparticularsocietysocietalattitudes,51,WordsandExpressions,14.feedoff:takeadvantageofsth.Hefeedsoffthemistakesmadebyhisrivals.,52,WordsandExpressions,15.foster:v.helptogrowordevelopWehopethesemeetingswillhelpfosterthefriendlyrelationsbetweenourtwocountries.,53,DifficultSentences,1.Youcancallmeashop-a-holic,asmostofmyfriendsdo,butIcallmyselfaloveroffashion.Youcouldcallmeashoppingaddict,asmostofmyfriendsdo,butIdrathersayIlovetobuythingsinfashion.,54,DifficultSentences,2.ButasIprogressedtohighschool,advertisingbecameabiginfluence.ButasIheadedtohighschool,Ipaidmoreattentiontoadvertising.,55,DifficultSentences,3.Theclothinginhighschoolbecamesomethingthatdefinedyou.Highschoolstudentsseemtoadoptanotionthatbywearingexpensiveclothestheyarewealthy,smartorsuperiorinsomeway.,56,DifficultSentences,4.YetmyfriendsandIstillturntoadvertising,nownotonlytostayinfashionbutmoresotofindourownstyle.YetmyfriendsandIstillpayattentiontoadvertising,nownotonlytofollowthefashion,butmoretofindourownpersonalstyle.,57,DifficultSentences,5.Advertisingfeedsoffhumaninsecuritiesandmakeuswanttobelikethesebeautifulpeople.Advertisingmakespeopleinsecureaboutwhotheyareandneedexpensiveclothestomakethemlookgood.,58,DifficultSentences,6.Advertisersshowuspeoplearoundus,yettheychooseonlyacertainlook.Weseeaveragepeopleintheadvertisements,buttheyareshownindeliberatelychosenimages.,59,DifficultSentences,7.Isitthevictimsfaultforbelieving,orthefaultofsocietyforallowingadvertiserstodoso?Isitthebuyersfaultforbelievingtheadvertising,orsocietysfaultforallowingadstobemadesopowerfulandinfluential?,60,Summary,Theauthoroncewasacompulsiveshopper,andmightevenbeaddictedtoshopping.Shetendedtobuymoreclothesthansheneeded,andoftenlookedforfamousbrands,andevendiscounts.Laterinherlife,whenshebecameamarketingstudent,thishelpedherunderstandhowmuchhershoppingwasinfluencedbyadvertising.Thisinfluencebegantobefeltinmiddleschoolwhenshebecameconcernedaboutherappearance.Asanadultshewasmoreawareofhermotives,61,Summary,whileshopping,butwasstillinfluencedbyadvertising,consciouslyorsubconsciously.Theconclusiondrawnbyth