Warmingup、Pre-reading、Reading、Comprehending (7)

1、Part1: Seven selected five七选五 (1)1. _. Every day, we pass by advertisements on buses and billboards, on trains and in train stations, in shop windows, outside restaurants and on public notice boards. At home, we see advertisements in magazines and newspapers and in the middle of our favorite televis

2、ion programs. 2. _. Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements. With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work. 3. _.,G,D,F,4. _. (2)An advertisement is a

3、message or announcement that informs or influences people. It can use words, pictures, music or film to communicate its message. Adverts are not only made and paid for by business, but also by individuals, organizations and associations that wish to inform or educate the public. How do advertisers m

4、ake effective advertisements? Identify your target (3)Advertisers must pay the media for displaying their ads. 5. _, in other words the people the advertisement intends to persuade. For example, adolescent boys are more likely to buy computer games than any other group, so it makes sense to make com

5、puter game ads that appeal to this group. Having identified the target group, researchers find out as much as possible about those in the target group, such as their likes and dislikes, and how the product would fit into their lives. This information then forms the basis for decisions about what typ

6、e of advertising techniques to use with this group.,E,A,A. What is an advertisement? B. How effective are advertisements? C. Advertisements are important in our daily life. D. Then we can avoid being controlled by them. E. Their money would be wasted if the message didnt reach its target audience F.

7、 We hear advertisements on the radio and come across them on the Internet. G. Do you know how many advertisements you are exposed to in your daily life?,Part 2 Rational cloze 语法填空 Appeal to your target (4)In order to persuade people to do something, advertisements often appeal to our hopes and dream

8、s or our emotions. For example, the one in Picture1, 1. _ advertises sports shoes, shows young people doing exciting things. The colors and the flames also suggest excitement. The message it is sending is: “Buy our shoes, and youll live an exciting life in the fast lane,” The ad in Picture2, 2. _the

9、 star in it, is for a new radio station. It appeals to peoples desire to “fit in” and be part of the group. The message is: “Everyone else is listening and if you want to be part of the group, youd better listen too.”,which,with,Picture 1,Picture 2,(5)Some advertisements appeal to peoples desire to

10、save money. 3. _are more likely 4. _(notice) if they are funny. Ads that feature rich and famous people will grab the attention of those 5. _admire people like that. Some adverts, like the 6. _(environment) protection advertisement in Picture3, appeal to our conscience or our wish to be worthy 7. _(

11、citizen).,Others,to be noticed,environmental,citizens,Picture3,who,Use a suitable medium (6)As well as reaching the right audience with the right technique, advertisers must also place their ads in the right medium. 8. _(obvious), cost will play 9. _ big part in this decision. Television adverts are

12、 expensive to make and to show. You have to be a big corporation with a big budget to afford television ads. Advertisements in newspapers, on the other hand, are much 10. _(cheap).,Obviously,a,cheaper,Part4: Cloze完形填空 (7)As well as worrying about the expense, advertisers must also consider which med

13、ia are the most appropriate for their product and which their target audience is most likely to see or hear. Because most cars have radios, ads broadcast via radio can reach a lot of drivers very easily. For this reason, it would be appropriate to use radio to advertise goods and services relating t

14、o cars. 1. _, it would be no use advertising products on radio if the ad relies on visual effects. Television adverts are for generating emotional responses to a product, but magazines and newspapers can give more detail. ( ) 1. A. Therefore B. Instead C. Besides D. However,D,How effective are adver

15、tisements? (8)However good an advertisement is, people are unlikely to be persuaded 2. _the product is unsuitable for them. For example, no matter how good an ad for a car stereo system is, people who dont own cars are unlikely to run out and buy 3. _. Look at the advertisements in this unit. How ma

16、ny of the goods or services suit your interests or lifestyle? Would really good advertising persuade you to buy products and services you are not 4. _ in or have no use for? ( ) 2. A. if B. unless C. while D. since ( ) 3. A. it B. that C. this D. one ( ) 4. A. fond B. interesting C. interested D. pl

17、eased,C,D,A,(9)On the other hand, being constantly exposed to advertisements can help to 5. _ our opinions over time. This is why governments all over the world pay a lot of money for ads on such things as road 6. _. They believe these adverts will affect the way people think about their driving hab

18、its and will subsequently reduce the number of road accidents. ( ) 5. A. change B. develop C. formD. have ( ) 6. A. accidents B. traffic C. safetyD. facility,C,A,Part1(Para1): We can see ads everywhere.,Part2(Para2): What is an advertisement?,Part3: How do advertisers make effective advertisements?,Part4(Para8 & Para9): How effective are advertisements?,Para3: Identify your target.,Para4 & Para5: App