Modern Ads 111Lucy.ppt

1、,Academic reading Modern Advertising Lucy,Warming-up questions 1 Look at the pictures on p92, what kinds of people will each ad appeal to? 2 What is a successful ad supposed to be?,Step 1 Fast reading,Make an outline of the passage,Introduction: _are always thinking of new ways to get_to customers.

2、Advertising: The_of ads: to reach _by telling them about the price or _of the products or services. The characteristic of the successful ads: It makes people feel that the product or service will _. One _of advertisers: meet peoples _ Product _: It might be youth, _, or energy. _of advertising: _are

3、 often used for common products. Internet advertising is _: users can buy products immediately by_. Product _: The _of this type of advertising: It is an _way to have people see their products.,Advertisers,products or services,purpose,consumers,characteristics,improve their lives,strategy,needs,Imag

4、e,luxury,Types,TV commercials,direct,clicking a button,Placement,advantage,inexpensive,Finish task A on page 96,Step 2 Reading strategyFinding examples Read the passage Why does the author mention the examples?,What words do examples often follow? Please underline these words.,For example,. For inst

5、ance,. Here are examples:.,Examples help you to understand the main ideas in a reading. Examples can make the points convincing.,Finish task B on page 96,Match the examples with the ideas,Exemplification in TOFEL The author discusses TV commercials and Internet advertising in order to _. The author

6、uses Crazy Taxi as an example of _. Why does the author mention Pepsi? Why does the author give details about Apple Computer? How does the author explain the idea that companies are always looking for new ways to advertise their products?,Step 5 Listen and Learn The product might be beautiful, usefu

7、l, or necessary. It might be _. _, it must _. Advertisers are always _ new ways to _.,Step 5 Listen and Learn The product might be beautiful, useful, or necessary. It might be _. _, it must _. Advertisers are always _ new ways to _.,useless junk,Either way,get from the maker to the consumer,thinking

8、 of,make this happen,Advertising Companies create products and services, give them prices, and then want to _. To do this, advertising companies tell consumers about the price or _ (_) of the products or services. Successful advertising _ to buy something. It makes people feel that the product or se

9、rvice will _. One strategy of advertisers is _: _, the need to belong to a group, to feel safe, to feel good about themselves, or to feel better than others. For example, advertisers _ that a person who uses a certain shampoo will be,Advertising Companies create products and services, give them pric

10、es, and then want to _. To do this, advertising companies tell consumers about the price or _ (_ _) of the products or services. Successful advertising _ to buy something. It makes people feel that the product or service will _. One strategy of advertisers is _: _, the need to belong to a group, to

11、feel safe, to feel good about themselves, or to feel better than others. For example, advertisers _ that a person who uses a certain shampoo will be,get them to consumers,Special qualities characteristics,influences people,improve their lives,to appeal to peoples emotional,needs,will suggest,Popular

12、. An ad for an SUV might _ for safety in a dangerous world. Product Image More importantly, advertising _: _the values that _. The image _ youth, luxury, or energy. For example, advertisers might create an image of luxury for a certain type of car. They might show an upper-class couple _ _in the car

13、. The consumer thinks, “If I buy this expensive car, it means that I have _.” consumers _ a product for its image even _.,Popular. An ad for an SUV might _ for safety in a dangerous world. Product Image More importantly, advertising _: _the values that _. The image _ youth, luxury, or energy. For ex

14、ample, advertisers might create an image of luxury for a certain type of car. They might show an upper-class couple _ _in the car. The consumer thinks, “If I buy this expensive car, it means that I have _.” consumers _ a product for its image even _.,target the need,creates a products,image,get them

15、 to consumers,might be,driving to a luxury hotel,a luxurious lifestyle,frequently buy,more than for its price or quality,Types of Advertising Advertisers _: _, _newspapers, direct mail, radio, magazines, the Internet, and outdoor advertising. They _ _. For example, they use TV commercials for _such

16、as food Because TV commercials can tell a story. They use _ to create drama. Advertisers use Internet advertising when they want to _. _, Advertisers can get information about users. Then They use that information to create _ _. Internet advertising is also _.,Types of Advertising Advertisers _: _,

17、_newspapers, direct mail, radio, magazines, the Internet, and outdoor advertising. They _ _. For example, they use TV commercials for _such as food Because TV commercials can tell a story. They use _ to create drama. Advertisers use Internet advertising when they want to _. _, Advertisers can get in

18、formation about users. Then They use that information to create _ _. Internet advertising is also _.,reach consumers in many ways,through,TV,use different,methods for different products,common products,pictures, sound, and motion,personalize an advertisement,Through the Internet,specific advertising

19、,messages,direct,Product placement Another type of advertising is _. With Product placement, a product _ a TV Show, a movie, _, a book, or a computer Game. Often the product is placed in _ In a natural situation, but the actors never talk about It, especially in movies. Moviemakers, game designers,

20、and TV production Companies like to use _ because _ -famous productsmake a situation _. Advertisers like product placement, too. It is _ to have millions of people see Their products. Suzanne _ product,Product placement Another type of advertising is _. With product placement, a product _ a TV show,

21、 a movie, _, a book, or a computer game. Often the product is placed in _ _ in a natural situation, but the actors never talk about it, especially in movies. Moviemakers, game designers, and TV production companies like to use _ because _-famous products make a situation _. Advertisers like product

22、placement, too. It is _ to have millions of people see their products. Suzanne _ product placement at Apple Computer,product placement,appears in,a music video,one or more,scenes,real product,name brands,more realistic,an inexpensive way,is responsible for,Placement at Apple Computer. She says, “By

23、putting One PowerBook in a movie like _, you _ in every country in the world _.” Companies are always looking for new places to _. Recently, advertisers have tried _, in public bathrooms, and even _-_. Where Will we see ads next?,She says, “By putting One PowerBook in a movie like _, you _ in every

24、country in the world _.” Companies are always looking for new places to _. Recently, advertisers have tried _, in public bathrooms, and even _-_. Where will we see ads next?,Mission Impossible,get your product shown,for the cost of loaning the product,advertise their products,putting ads on fruit,in

25、 graffiti,illegal writing on public buildings,Words game one Translation-translation,abnormally lead sb to do sth genetic regulate mean adj. anxiety come up with sugary switch be contrary to substitute consumption,Words on paper,intake typically steady be unrelated to element calorie liquid nationally representative sweetened drinks fill sb up,especially popular original communicate the main idea for instance irritating informative outdoor display ancient Rome an effective form quality items for sale common large numbers of,Wor