Unit 2 Advertising
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* Ads improve our living standards.
* It’s fun watching or listening to ads.
Around the Topic
Section A
Section B
Section C
3. What are the demerits of advertisement?
广告是我们日常生活的一部分。要证明这一点，你只
要浏览一下杂志和报纸，或者计算一下你晚上所收听到的
Exercises
广播或电视商业广告有多少就行了。大多数人每天看到和 听到大量广告信息，而人们会对广告商为赢得人们的注意 力所使用的多种手段作出反应。
Around the Topic
Section A
Section B
Warmingup
Para. 4
At the beginning of the 20th century, advertising was described as “salesmanship in print.” If this definition were expanded to include radio and television, it would still stand today.
Advertising is the difficult business of __________ bringing information to great ________ numbers of people. The purpose of an advertisement is to _____ make people respond—to make them _____ react to helping to prevent forest fires, an idea, such as _______ product or to make them want to buy a certain ________ or service.
Section C
Warmingup
Advertising
Para. 2
Advertising is a big business—and, to many people, a fascinating one filled with attraction and excitement. It’s part literature, part art, and part show business.
Text A
Exercises
Around the Topic
Section A
Section B
Section C
Watch & Discuss
Text A
Watch the film clips and discuss the following questions: 1) 2)
Exercises
C
Related Knowledge Sample Reading Useful Terms Exercises
Leading In Exploring the Topic
Around the Topic
Section A
Section B
Section C
Since ancient Greece, people have had different
Around the Topic
Section A
Section B
Section C
Warmingup
Advertising
Para. 1
Advertising is part of our daily lives. To find proof, you have only to leaf through a magazine or newspaper, or count the radio or television commercials that you hear in one evening. Most people see and hear a mass of advertising messages every day. And people respond to the many devices that advertisers use to gain their attention. 广告业 Chinese
Unit 2
Advertising
NEW HORIZON ENGLISH COURSES
Unit 2
Advertising
1
Around the
2
Section A
3
Section
4
Section
Topic
A
Warming-up Text A Exercises
B
Background Information Reading Through Exercises
Around the Topic
Section A
Section B
Section C
Leading in
1. What are the purposes of advertisement?
drawing new buyers providing information about the product increasing the sale of a product competing in the market
Leading in
* Ads lie.
* Ads encourage bad things.
* Ads make people spend more money.
* Ads make people feel bad.
Around the Topic
Section A
Section B
Section C
Spot Dictation Directions: The following paragraph is taken from Text A. Listen carefully and fill in the blanks without referring to the original text.
What is the ad about? What aspect of the product does the ad emphasize? How do you like this ad? Why?
3)
Around the Topic
Section A
Section B
Section C
Watch & Discuss
广告业是一个大行业——而且对许多人来说，它是个 很有吸引力的行业，迷人而刺激。它是宣传印刷，是艺术， 也是娱乐。
Exercises
Chinese
Around the Topic
Section A
Section B
Section C
Warmingup
Para. 3
Advertising is the difficult business of bringing information to great numbers of people. The purpose of an advertisement is to make people respond—to make them react to an idea, such as helping to prevent forest fires, or to make them want to buy a certain product or service.
Around the Topic
Section A
Section B
Section C
2. What are the merits of advertisement?
Leading in
* We can get much information from ads.
* Ads are a must for our society.
Leading in
4. What ads do you like or dislike most?
Around the Topic
Section A
Section B
Section C
Section A
Advertising
Around the Topic
Section A
Section B
Section C
20 世纪初，广告被描述为“印在纸上的销售艺术”。如 果把这个定义涵盖到广播和电视，那么这个定义至今仍然成立。
Exercises
Chinese
Around the Topic
Section A
Section B
Section C
Warmingup
Para. 5
The most effective way to sell something is through person-to-person contact. But the cost of person-to-person selling is high. Because it takes a great deal of time, it increases the cost of the product or service. Advertising, then, distributes the selling message to many people at one time.
points of view about advertising. Some regard ads as
deceptive, while others see it as a useful tool for
Exploring the Topic
information. Perhaps it is because ads are used for just about anything one could imagine. Go on and explore your own feelings about advertising.
出售商品最有效的办法是通过人与人的接触。但是人与人的 直面销售成本很昂贵。由于它花费很多时间，所以就增加了产品 或服务的成本。然而广告却可以把销售的信息在同一时间里传播 给许多人。
Exercises
Chinese
Around the Topic
Section A
Section B
Section C
Warmingup
Para. 6
Advertising is very old. It can be found as far back as the public criers of ancient Greece—who, for a fee, shouted out messages about a company’s products to one and all. But it first became important in the late 15th century, when the traders of the rapidly growing cities and rural towns needed a way to tell people where their goods could be bought.
广告业是一种艰巨的行业，它要把信息传递给许许多多的 人。广告的目的是让人们作出响应 ——让他们对某一想法作出 反应，比如帮助避免森林火灾，或者让他们产生购买某种产品
或某种服务的欲望。
Exercises
Chinese
Around the Topic
Section A
Section B
Section C
Summary of the clips and reference for discussion
Text A
Exercises
This ad is about a type of SIEMENS mobile phone. This type of mobile phone has combined the functions of mobile phones and digital cameras. It can transmit the video message to the mobile phone holder wherever he/she is. The mobile phone has helped to make the marriage proposal even more romantic. Suppose you were the girl in the ad, could you refuse the romantic proposal? Were you a fashionable person, could you resist the temptation of such a stylish mobile phone? If your answer is no, then the ad works.
* It’s fun watching or listening to ads.
Around the Topic
Section A
Section B
Section C
3. What are the demerits of advertisement?
广告是我们日常生活的一部分。要证明这一点，你只
要浏览一下杂志和报纸，或者计算一下你晚上所收听到的
Exercises
广播或电视商业广告有多少就行了。大多数人每天看到和 听到大量广告信息，而人们会对广告商为赢得人们的注意 力所使用的多种手段作出反应。
Around the Topic
Section A
Section B
Warmingup
Para. 4
At the beginning of the 20th century, advertising was described as “salesmanship in print.” If this definition were expanded to include radio and television, it would still stand today.
Advertising is the difficult business of __________ bringing information to great ________ numbers of people. The purpose of an advertisement is to _____ make people respond—to make them _____ react to helping to prevent forest fires, an idea, such as _______ product or to make them want to buy a certain ________ or service.
Section C
Warmingup
Advertising
Para. 2
Advertising is a big business—and, to many people, a fascinating one filled with attraction and excitement. It’s part literature, part art, and part show business.
Text A
Exercises
Around the Topic
Section A
Section B
Section C
Watch & Discuss
Text A
Watch the film clips and discuss the following questions: 1) 2)
Exercises
C
Related Knowledge Sample Reading Useful Terms Exercises
Leading In Exploring the Topic
Around the Topic
Section A
Section B
Section C
Since ancient Greece, people have had different
Around the Topic
Section A
Section B
Section C
Warmingup
Advertising
Para. 1
Advertising is part of our daily lives. To find proof, you have only to leaf through a magazine or newspaper, or count the radio or television commercials that you hear in one evening. Most people see and hear a mass of advertising messages every day. And people respond to the many devices that advertisers use to gain their attention. 广告业 Chinese
Unit 2
Advertising
NEW HORIZON ENGLISH COURSES
Unit 2
Advertising
1
Around the
2
Section A
3
Section
4
Section
Topic
A
Warming-up Text A Exercises
B
Background Information Reading Through Exercises
Around the Topic
Section A
Section B
Section C
Leading in
1. What are the purposes of advertisement?
drawing new buyers providing information about the product increasing the sale of a product competing in the market
Leading in
* Ads lie.
* Ads encourage bad things.
* Ads make people spend more money.
* Ads make people feel bad.
Around the Topic
Section A
Section B
Section C
Spot Dictation Directions: The following paragraph is taken from Text A. Listen carefully and fill in the blanks without referring to the original text.
What is the ad about? What aspect of the product does the ad emphasize? How do you like this ad? Why?
3)
Around the Topic
Section A
Section B
Section C
Watch & Discuss
广告业是一个大行业——而且对许多人来说，它是个 很有吸引力的行业，迷人而刺激。它是宣传印刷，是艺术， 也是娱乐。
Exercises
Chinese
Around the Topic
Section A
Section B
Section C
Warmingup
Para. 3
Advertising is the difficult business of bringing information to great numbers of people. The purpose of an advertisement is to make people respond—to make them react to an idea, such as helping to prevent forest fires, or to make them want to buy a certain product or service.
Around the Topic
Section A
Section B
Section C
2. What are the merits of advertisement?
Leading in
* We can get much information from ads.
* Ads are a must for our society.
Leading in
4. What ads do you like or dislike most?
Around the Topic
Section A
Section B
Section C
Section A
Advertising
Around the Topic
Section A
Section B
Section C
20 世纪初，广告被描述为“印在纸上的销售艺术”。如 果把这个定义涵盖到广播和电视，那么这个定义至今仍然成立。
Exercises
Chinese
Around the Topic
Section A
Section B
Section C
Warmingup
Para. 5
The most effective way to sell something is through person-to-person contact. But the cost of person-to-person selling is high. Because it takes a great deal of time, it increases the cost of the product or service. Advertising, then, distributes the selling message to many people at one time.
points of view about advertising. Some regard ads as
deceptive, while others see it as a useful tool for
Exploring the Topic
information. Perhaps it is because ads are used for just about anything one could imagine. Go on and explore your own feelings about advertising.
出售商品最有效的办法是通过人与人的接触。但是人与人的 直面销售成本很昂贵。由于它花费很多时间，所以就增加了产品 或服务的成本。然而广告却可以把销售的信息在同一时间里传播 给许多人。
Exercises
Chinese
Around the Topic
Section A
Section B
Section C
Warmingup
Para. 6
Advertising is very old. It can be found as far back as the public criers of ancient Greece—who, for a fee, shouted out messages about a company’s products to one and all. But it first became important in the late 15th century, when the traders of the rapidly growing cities and rural towns needed a way to tell people where their goods could be bought.
广告业是一种艰巨的行业，它要把信息传递给许许多多的 人。广告的目的是让人们作出响应 ——让他们对某一想法作出 反应，比如帮助避免森林火灾，或者让他们产生购买某种产品
或某种服务的欲望。
Exercises
Chinese
Around the Topic
Section A
Section B
Section C
Summary of the clips and reference for discussion
Text A
Exercises
This ad is about a type of SIEMENS mobile phone. This type of mobile phone has combined the functions of mobile phones and digital cameras. It can transmit the video message to the mobile phone holder wherever he/she is. The mobile phone has helped to make the marriage proposal even more romantic. Suppose you were the girl in the ad, could you refuse the romantic proposal? Were you a fashionable person, could you resist the temptation of such a stylish mobile phone? If your answer is no, then the ad works.