新通用大学英语综合教程第四册课件及答案unit07

F
Listening
3
Part 1 Part 2
3
New Words Proper Names
Part 1 Talk About Ads
3
A Sound Bites B Pair Work
A Sound Bites
Read and listen to a couple talking about ads in a catalog.
B Pair Work
6.Associate positive qualities with a product
c □
Promote a product with words and ideas having positive meanings and associations
7.Provide testimonials
Exercise B
Exercise A
Match each statement with the person who said it.
Herb ____ 1. It’s not as informative as it used to be. It’s more hypnotic. Matt ____ 2. ―… if I see something on TV and it’s funny, I’ll chuckle.‖ Blanche3. ―… I think there’s too much of it. And I don’t pay too much attention ____ to it.‖ Elli ____ 4. ―So I doubt that they’re very effective in my case, as a consumer, even though I might love them and think they’re brilliant.‖
Extended Exercises Checkpoint
Lesson 1
3
Lead-in Listening
3
Speaking
Reading
3
Writing
Lead-in
On-the-Street Interviews: I think there’s too much of it
3
Exercise A
g. A clothing manufacturer promotes its clothes by saying they are made by and for people in this country. h. A laundry detergent manufacturer suggests that it will be socially embarrassing if your white clothes are not really white.来自B Pair Work
e. A coffee manufacturer shows people dressed in formal attire drinking its brand of coffee at an art exhibition.
f. A credit card company claims that its card is used by more people than any other card.
Technique(s) used Play on people’s _______________________ hidden fears _______________________ Associate _______________________ _______________________ positive qualities _______________________ with a product Technique(s) used Provide snob _______________________ appeal _______________________ _______________________ Associate positive _______________________ qualities with a _______________________ product Technique(s) used Associate positive _______________________ qualities with a _______________________ product _______________________ _______________________ Provide _______________________ testimonials
Exercise B
Check whether each statement is true (t) or false (F).
1. Rita only listens to commercials about products she uses. 2. Blanche never looks for things she sees in ads. T 3. Matt pays attention to commercials that remind him of something he has experienced. T 4. Elli is more likely to buy products that are advertised creatively than ones that are not. F 5. Stephen dislikes the business aspect of advertising. T 6. Herb thinks advertising in the past was better than advertising today. T
Part 2
Persuade Someone to Buy a Product
3
A Listening Comprehension B Pair work
A Listening Comprehension
Listen to each ad. Then listen again. Decide which technique or techniques the advertiser is using to persuade the consumer to buy the product. Explain your answers.
B Pair Work
Listen to the conversation again. Read about eight advertising techniques. With a partner, write the letter of the example that you think each technique uses. Explain your answers.
4.Play on people’s patriotism Imply that buying a product shows love of one’s country 5.Provide ―snob appeal‖
g □
□ e
Imply that use of a product makes the customer part of an elite group
Step 1 Group Work
B Pair Work
Eight techniques used by successful advertisers 1.Provide facts and figures
d □
Prove the superiority of a product with statistics and objective, factual information 2.Convince people to ―join the bandwagon‖
B Pair work
Describe some ads you know and explain which techniques you think they use.
DISCUSSION Builder • Now persuade someone to buy a product.
3
Step 1 Group Work Step 2 Discussion
BOB: I think it’s about time I got myself one of these electric massage chairs.
ANN: What on earth for?
BOB: It would just be nice to have one. That’s all. ANN: Sounds like a waste of money to me. Don’t they have anything useful in there? BOB: See for yourself. ANN: Now here’s something I’d like to get my hands on — a self-watering flowerpot. BOB: You’ve got to be kidding. ANN: No, I’m not. I think one of these could come in really handy.
a □
Use a famous person or an ―average consumer‖ to endorse a product so the consumer wants it too 8.Manipulate people’s emotions
b □
Use images to appeal to customers’ feelings, such as love, anger, or sympathy
Examples
a. A professional soccer player recommends a particular brand of shirts.
b. A hotel chain shows a businesswoman in her room, calling home to talk to her children. c. A soft drink manufacturer shows young people having a great time drinking its product at the beach. d. A car manufacturer states how quickly its car can go from 0 to 100 kilometers per hour.
Agenda
UNIT GOALS
1. Give shopping advice
2. Discuss your/people’s reactions to ads
Lesson 1 Lesson 2
3. Persuade someone to buy a product 4. Describe consumer shopping habits 5. Write about an online service
makepure净化使纯净精练mouthwashpropernamesbernard伯纳德牌汽车jamesbond詹姆斯邦德seanconnery肖恩康纳利影片007男主角詹姆斯邦德的扮演者33speakinggiveshoppingadviceaconversationsnapshotbvocabularyclisteningcomprehensionaconversationsnapshota
f □
Imply that everyone is using a product, and that others should too, in order to be part of the group
B Pair Work
3.Play on people’s hidden fears
h □
Imply that a product will protect the user from some danger or an uncomfortable situation