Unit 6 Lesson3 课文及练习讲解课件

UNIT6TheMediaLesson3TheAdvertisingGame课文讲解

1.PairworkHaveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?Activeandshare因为，由于Buick—yourkeytoabetterlifeandabetterworld.—BuickApplethinksdifferent.—AppleThechoiceofanewgeneration.—PepsiGoodteeth,goodhealth.—ColgateDoyouknowotherclassicaladvertisingslogans?

Whatmakesan

advertisementattractive?theproductname

产品名称thenameofacompany

某公司的名称wordsofexperts

专家的话humorouslanguage

幽默的语言theconceptoffreedom

自由的概念picturesorimages

图片或意象theunusualidea

不寻常的想法thedesign

设计Read

andexplore

2.Thepassagebelowisaboutadvertising.Skimthroughthepassage.Whatisthepassagemainlyabout?a.Differenttypesofadvertisementsb.Thedevelopmentofadvertisementsc.Differentattitudestowardsadvertisements3.Whatisthetexttypeofthispassage?Whathelpedyouidentifythetexttype?v.认出，识别；查明，确认；发现IdentifyingTextTypesYoucanidentifythetexttypebasedonthefollowinginformation:titles(e.g.ASeaStory,AMedicalPioneer);textstructures(e.gtimeorder,argumentandsupportingdetails);typicalexpressions(e.g.

onceuponatime,inconclusion).SkillBuilder4.PairWork.Underlinethemainideaofeachparagraph.Thencomparewithapartner.与某人比较TheAdvertisingGame广告竞赛Para.1Theadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.广告业的根本目的是向潜在消费者推销商品。Advertisingagencieswouldcreateabasictypeofadvertisementknownasacommercialadvertisement.广告代理公司创造出一种基本的广告形式，也就是我们所熟知的商业广告。Suchadvertisementshavegonethroughaprocessofchangeovertheyearsalongwithsocial,economictechnologicaldevelopments.与社会、经济和技术发展过程同步，多年来这些广告经历了一个变化的过程。gothrough遭受,经历;仔细察看,检查;(法律、合同等正式)通过；复习；重复Para.2Classicadvertisementsusedtogiveinformationaboutfindingcertainproducts.

以前，经典的广告会给出识别产品的信息。Itwaslikelytobethenameofacompany,partofwhichmightincludethenameoftheplace

fromwhichtheproductoriginated.这些信息可能是公司名，其中一部分可能包含产品的原产地。usedto表示过去经常性或习惯性的动作或状态现在已经结束，would则表示有可能再发生。(1)Itislikelytodo/that...可能……sb./sth.belikelytodosth.某人/某物有可能做某事(2)其他表示“……可能……”的句型：Itisprobablethat...Itispossiblethat...Itispossibleforsb.todosth.注意：likely的主语可以是人，也可以是物；而possible，probable的主语只能为it。Forexample,itcouldbe“ShanghaiSewingMachines”,or“TsingTaoBeerCorporation”.比如，“上海缝纫机厂”或“青岛啤酒公司”。

Fromthenameyouwouldknowwhatthecompanysells,wheretheyarelocated,andthenameoftheproduct.一看名字，你就知道这些公司销售的具体产品、所在地点以及产品名称。Para.3Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbeveryeffective.广告代理公司过去常制作这种广告，而且效果很好。Butthentheyrealisedthatitmightnotbesuitableforamarketplacewhereproductsandservicesareindirectcompetitionwitheachother.但后来他们意识到，在产品与服务直接竞争的市场上，这种广告类型可能不太适合。besuitablefor/to适合于Particularlynow,inmoderntimes,advertisementsneedtoattractandholdtheattentionofthepublic.特别是在当代社会，广告需要吸引、保持公众的注意力。Forthisreason,it'snownormaltoseeadvertisementsthatconsistofpicturesorwordsfromexpertstoshowpeoplehowgoodtheproductis.因此，现在的广告常常引用专家的图片、文字，向人们展示产品有多棒。inparticular尤其，额外，为介词短语，位于句末。particularadj.尤其的，特别的consistof由……组成，没有被动语态且不用于进行时。

Otherstrytocreateadvertisementsthatpeoplesimplyenjoylookingat.还有一些广告代理公司尝试制作具有观赏性的广告。Aspresent-dayadvertisersoftenhavelargebudgets,

hugemountsofmoneyarespentonapplyingmoderndesigntechniquestomaketheseadvertisementsasvisuallyattractiveaspossible.现在的广告客户通常预算充足，他们会花大笔的钱采用现代设计技术，让广告更具视觉吸引力However,eventhisisoftennotenoughtobenoticedinamoderncity.然而，即便是这种广告方式在现代城市中也不足以引起消费者的注意。separatesthfromsth把……与……区别开来Para.4Becauseoftheboostinadvertising,peopleareusedtoseeingahighstandardofvisualdesign.因为广告业的迅速发展，人们早已对那些高水准的视觉设计习以为常。Modernadvertisementsneedsomethingelsetoseparatethemfromtheircompetitors.现代广告需要另外一些东西，以便将它们与其他竞争者区别开来。standout突出；出色standfor主张，代表；容忍shandby袖手旁观combine…with…把……与……结合起来incombinationwith与……联合起来Tostandoutinaworldofcompetitiveadvertising,theymustcombinethehigheststandardofdesignwithcreativewaystomakepeoplebelievethatthey“musthavetheproduct”.为了在竞争激烈的广告界凸显出来，他们必须将最高水准的设计与创造性的方法结合起来，使人们确信他们“必须购买这种产品”。Forexample,someadvertisementsmaysuggestthatbuyingacarcanmakeyoufree.例如，一些广告可能会暗示买车能让你自由。Thatis,theyusetheconceptoffreedomtosellthecar.Othercommonideasincludehappiness,wealthandsuccess.也就是说，广告代理公司借用自由的概念销售汽车。其他常见概念销售包括幸福、财富和成功。Infact,intheworldofadvertisements,suchcontentisasoldasadvertisingitself.事实上，这些概念和广告业一样历史悠久。Para.5Formanyoftoday'sadvertisers,repeatingoldideasisnotasuccessfulapproach.对很多今天的广告商而言，重复过去的广告并不会获得成功。Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.过去的确可行的想法，放到现在并不一定有效。Theyrealisethatitdoesnotmatterhowattractivetheidealinkedwiththeproductis—mostpeopleknowanticipatethatthemainpurposeoftheadvertisementistomakecustomersbuytheproduct.他们意识到与产品关联的概念有多么吸引人并不重要——大多数人都明白，广告的主要目的就是让客户购买产品。linked...with...把......与......连接起来

Instead,theseadvertiserslookforotherwaystomakepeoplenoticetheirproducts.于是，广告商转而通过打广告，让更多的消费者注意到自己的产品。Thetopadvertisersoftodaybelievethatusinghumouraswellasnewandunusualideastosurprisepeopleisimportant.当今顶级广告商认为广告要用幽默、新颖、奇特的创意给人们带来惊喜。Theiraimistocreatesomethingthathasneverbeenseenbeforeandthatpeoplefindinteresting.Bydoingthis,theyhopetomakepeopleforgetthatsomeoneistryingtosellthemsomething.他们的目的是创造一些人们从未见过的东西，从而让人们觉得有趣，进而让消费者忘记有人在试图向他们推销商品！当先行词为不定代词时，定语从句关系代词只用that,做宾语可以省略Para.6However,notalladvertisingisaboutsellingproductsandservicesforaprofit.Someadvertisementsnowadaysaimto

makeacontributiontosocietyandwelfare.然而，并非所有的广告都是以盈利为目的销售产品与服务，现在还有一些广告的目的在于为社会和福利作贡献。notall为部分否定,意为“并非都”。aimtodosth.旨在做某事Forexample,therearepublicadvertisements,whichencouragecitizensto

participateinimprovingtheirneighbourhood,protectingtheenvironment,andhelpingotherpeople.比如公益广告，它鼓励市民参与改善社区、保护环境和帮助他人的活动。participatein(doing)sth.参加(做)某事encouragesb.todosth鼓励某人做某事Overthelastdecade,thegovernmenthassponsoredadvertisementstoeducatethepubliconfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.过去的十多年里，政府赞助了一些公益广告，教育公众防治艾滋病，呼吁民众节约用水、帮助贫困人口、戒烟等。Theseadvertisementshavehelpedtoincreasepublicknowledgeabouttopicsthatusedto

beignoredbymostpeople,andthishasmadeoursocietyabetterplaceforeveryone.这些广告帮助公众增强对以往被忽视话题的公共认知，也让我们的社会更加美好。3.Whatisthetexttypeofthispassage?Whathelpedyouidentifythetexttype?Thisisanexplanatorytext.Itintroducesthedevelopmentofadvertisementintheorderoftime,andit

contains

lotsoftimeexplanationsandexamples.这是一篇解释性的文章。它按时间顺序介绍了广告的发展，它包含了大量的时间解释和例子。v.包含，含有5Readthewholepassage.Completethetable.Thenwritethreeheadingsthatcancategorisetheinformationinthefirstrow.TypesClassicadsgiveinformationabouttotellpeoplenotsuitablewhen

notattractiveModernadsconsistofapplytoshowpeopletomakeadsnotenoughtoFeaturesPurposesProblemsfindingcertainproductswhatthepeoplesells,wheretheyarelocatedandthenameoftheproductproductsandservicesareindirectcompetitionwitheachotherpicturesorwordsfromexpertsmoderndesigntechniqueshowgoodtheproductisvisuallyattractivebenoticed将......分类TypesImprovedmodernadscombinewithuseconceptsincludingtostandouttomakepeoplebelievethatrepeatingoldideasnotItdoesnotmatterFurtherimprovedmodernadsusehumouraswellasFeaturesPurposesProblemsthehigheststandardofdesigncreativewaysfreedom,happiness,wealthandsuccessinaworldofcompetitiveadvertisingthey“musthavetheproduct”effectivehowattractivetheidealinkedwiththeproductisnewandunusualideastosurprisepeopletocreatsomethingthathasneverbeenseenbeforetomakepeopleforgetthatsomeoneistryingtosellthemsomethingPublicadshelptoincreasepublicknowledgeandtoencouragecitizenstotoeducatethepublicTypesFeaturesPurposesProblemsmakeoursocietyabetterplaceforeveryoneparticipateinimprovingtheirneighbourhood,protectingtheenvironmentandhelpingotherpeopleonfightingAIDS,savingwater,helpingthepoor,givingupsmoking6Answerthequestions.1.Whatdoesaclassicadvertisementlooklike?Aclassicadgivesinformationaboutaproductandveryoftenitincludesthenameofacompany,partofwhichmightincludethenameoftheplacefromwhichtheproductoriginated.2.Whydomodernadvertisementshavetoattracttheattentionofthepublic?Becausepeopleareusedtoseeingahighstandardofvisualdesign,andproductsandservicesareindirectcompetitionwitheachother.3.Whatconceptsandideasareoftenusedinmodernadvertisements?Theyusetheconceptoffreedom,andothercommonideasincludehappiness,wealthandsuccess.4.Whatdoadvertisersdotomakepeopleforgetthesellingpurposeofadvertisements?Advertisersusehumourandunusualideastosurprisepeople.5.How