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会计学1新人教选修新人教选修Book Unit Inside advertising Reading Lets enjoy two advertisements!第1页/共39页1. Do you like McDonalds better than KFC because of the advertisement?第2页/共39页On billboardsOn busesOn TVOn the radioIn train stationsIn newspapersIn magazinesAt the cinemaAt the airportEverywhere第3页/共39页Compare advertisementsCompare the two advertisements, which one is easier for you to remember? Why?第4页/共39页Obey your thirst.Things go better with Coca-Cola. 第5页/共39页Take time to indulge.尽情享受吧！尽情享受吧！第6页/共39页The new digital era 数码新时代数码新时代第7页/共39页第8页/共39页Understanding the advertisements on page 42.1. Water A. What is the most common name for H2O? Why did they call it H2O? Water. Because it rhymes with “slow”.第9页/共39页B. What is the purpose of this advertisement? To encourage people to use water wisely and to save water where they can.第10页/共39页A. What group of people is the advertisement made for? Young people who like sports, the latest fashions and like to be part of a group.2. Super Shooze第11页/共39页B. What message does the advertisement give? If you wear our shoes youll have an exciting life, and be popular and have fun.第12页/共39页C. Do you think the message is true? Give reasons. No, because just wearing a certain brand of shoes wont make you exciting, popular or have funit takes much more effort than that.第13页/共39页A. Why are the first two lines written bigger than the rest of the advertisement? These lines appear bigger so that they are the first thing people notice about the ad.3. Refresh water第14页/共39页B. The advertisement says that when you buy two, they will give you two more at no extra cost. Does this mean the advertiser will lose money on the sale?第15页/共39页No, the advertiser will have worked out a price that will still give him a profit even if he is giving away two bottles free. The advertiser also benefits by selling more bottles than he would have if he hadnt offered the free bottles.第16页/共39页C. Why do advertisers often use the “Buy one get one free” message? People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.第17页/共39页A. What does this advertisement encourage you to think? It encourages us to think of the sky, air and our environment and about how the environment is being spoiled.4. Environment第18页/共39页B. What do you think causes air pollution? Human beings cause air pollution by burning fossil fuels, such as gas, oil, coal, etc by using some modern machines, transportation vehicles and also by manufacturing modern products.第19页/共39页C. How else can advertisers make people more aware of our fragile environment? Tell people more and help them to be more aware of the importance of protecting our environment.第20页/共39页5. “Speeding” and “How fast am I going”?A. Both of these advertisements have the same purpose. What do both ads want people to do? They want people to stop speeding.第21页/共39页B. Both ads target a certain group of people. Who are they? Drivers.C. If you were a driver, which advertisement would have most effect on you? Why? Students give their own answers.第22页/共39页HOW ADVERTING WORKS第23页/共39页Scan the headings of each section and get a general understanding of the text.Scanning第24页/共39页Section I(para.1)Section II(para. 2)Section III(para. 3-7)Section IV(para. 8-9)IntroductionWhat is an advertisement?How do advertisers make effective advertisements?How effective are advertisements?Sum up the main idea of each section.第25页/共39页Detail reading第26页/共39页第27页/共39页第28页/共39页第29页/共39页Read the text carefully and fill in the blanks with proper words.How advertising worksWhat is anadvertisement?An advertisement is a 1_ that informs or influences people.message or announcement第30页/共39页How advertising worksHow do advertisers make effectiveadvertisements?Identify your targetAdvertisers 2 _ and find out as much as possible about them, which 3 _ for decisions about what type of advertising techniques to use with this group.第31页/共39页How do advertisers make effectiveadvertisements?Appeal to your targetIn order to 4 _ people to do something, advertisements often appeal to our hopes and dreams or our emotions.第32页/共39页How do advertisers make effectiveadvertisements?Use a suitable mediumAs well as reaching the right audience with the right technique, advertisers must also 5_.Obviously, cost will play a big part in this decision.第33页/共39页How effective are advertisements?However good an advertisement is, people 6 _ be persuaded if the product is unsuitable for them. On the other hand, 7_ to advertisements can help to change our opinions over time.are unlikely tobeing constantly exposed第34页/共39页What is an ad?1) Definition (a message or announcement that intends to inform or influence people)2) Means (words, pictures, music, film)3) Advertisers (business, individuals, organizations, associations)第35页/共39页How do advertisers make effective ads?1) Identify the target (find out necessary information about this group)2) Appeal to the target (hopes, dreams, emotions, desires)3) Use a suitable medium (cost, media)第36页/共39页How effective are ads?1)When there is a need for the product.2) If the target audience is exposed to ads constantly.第37页/共39页1. In pairs, discuss the questions in Ex 2 on P44.2. Finish Ex 3 on P45 in pairs.HOMEWORK第38页/共39页
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