高中英语 Unit 5 Inside advertising Workbook Notes to difficult sentences from教案 新人教版选修9
2014-2015学年高中英语 Unit 5 Inside advertising Workbook
Section 3 Words and expressions frominformv.告诉,通知vi.检举,告发vt.通知,告诉,向...报告1. I wasn't informed of the decision until too late.等到我得知这项决定时，已经太迟了。
2. Could you please inform me how to go about contacting a lawyer?请您告诉我怎样去联络律师？3. One of the criminals informed against/on the rest of the gang. 有一罪犯告发了同党。
4. Keep me informed (of/about what happens). 有事随时通知我。
5. `Some money is missing.' `Have you informed the police?'｀有些钱不见了.＇｀你报告警方了吗?＇6. Our only resort is to inform the police. 我们唯一的办法就是向警方报案。
7. If you see anything suspicious, inform the police at once.你要是看到什么可疑的东西就马上通知警察。
8. Please inform me by letter of your plans. 请来信把你的计划告诉我。
fit invt.适合(适应)1. A small bottle of liquor, shaped to fit in a pocket.13盎司一瓶的威士忌酒一小瓶酒，形状适合于放在衣服口袋里。
2. However, remained because they were able to fit in with their surroundings. 然而，另一些物种继续生存下来，因为它们能适应环境。
高中英语Unit 5 Inside advertising-section 2
Unit 5 Inside advertising-section 2Part Two: Teaching ResourcesSection 2: Background information for Unit 5 Inside advertisement1. Techniques of advertisingAdvertisers use several recognizable techniques in order to better convince the public to buy a product and shape the public's attitude towards their product. These may include: Repetition: Some advertisers concentrate on making sure their product is widely recognized. To that end, they simply attempt to make the name remembered through repetition. Bandwagon: By implying that the product is widely used, advertisers hope to convince potential buyers to "get on the bandwagon."Testimonials: Advertisers often attempt to promote the superior quality of their product through the testimony of ordinary users, experts, or both. "Three out of four dentists recommend..." This approach often involves an appeal to authority.Pressure: By attempting to make people choose quickly and without long consideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!"Appeal to emotion: Various techniques relating to manipulating emotion are used to get people to buy a product. Apart from artistic expression intended to provoke an emotional reaction (which are usually for associative purposes, or to relax or excite the viewer), three common argumentative appeals to emotion in product advertising are wishful thinking, appeal to flattery, and appeal to ridicule. Appeals to pity are often used by charitable organizations and appeals to fear are often used in public service messages and products, such as alarm systems or anti-bacterial spray, which claim protection from an outside source. Emotional appeals are becoming increasingly popular in the health industry, with large companies like 24 Hour Fitness becoming increasingly adept at utilizing a potential customers fear to sell memberships; selling not necessarily the actual gym, but the dream of a new body. Finally, appeals to spite are often used in advertising aimed at younger demographics.Association: Advertisers often attempt to associate their product with desirable imagery to make it seem equally desirable. The use of attractive models, a practice known as sex in advertising, picturesque landscapes and other alluring images is common. Also used are "buzzwords" with desired associations. On a large scale, this is called branding.Advertising slogans: These can employ a variety of techniques; even a short phrase can have extremely heavy-handed technique.Controversy, as in the Benetton publicity campaign.Guerilla advertising: Advertising by association. Done in such a way so the target audience does not know that they have been advertised to, but their impression of the product is increased (or decreased) if that is the intent of the advertiser.Subliminal messages: It was feared that some advertisements would present hidden messages, for example through brief flashed messages or the soundtrack, that would have a hypnotic effect on viewers ('Must buy car. Must buy car.') The notion that techniques of hypnosis are used by advertisers is now generally discredited, though subliminal sexual messages are extremely common, ranging from car models with SX prefixes to suggestive positioning of objects in magazine ads and billboards.2．Advertising Research Tips●Perceptual Mapping -- Deciding What Image to ProjectBefore you embark on an image advertising campaign, you need to know the type of image you wish to convey.●Quick & Dirty Research Techniques - Part 1Measuring the cost effectiveness of advertising promotions.●Quick & Dirty Research Techniques - Part 2Price-point testing.●Danger -- Comparative AdvertisingIncluding Your Competitors' Names in Your Advertising Can Be Counterproductive.●The Role of Focus Groups in AdvertisingFocus groups are a great tool for advertising research, but they should not be used to the exclusion of quantitative research.●How Research Can Drive the Advertising Mediums You UseTo choose the right advertising medium, you need to know who your customers and target customers are.●Allocating Advertising Dollars for Advertising ResearchHow much should you allocate to measure the communications effectiveness of your ads?●Is Your Advertising Working as Hard as it Could?Increase sales and speed up the "advertisement perfection" process through advertising testing. 3．Advertising tipsBelow are some tips to consider when you would like to use advertisements:●Think outside the square - there are a variety of ways to get the attention of your audience by standard (eg press ad) and creative (eg spruiking in Rundle Mall) means.●When considering your advertising options put yourself in the shoes of your audience. For example if you want to reach the attention of males 18 plus during June you could look at running ads on 5AA during the KG & Cornes segment and further support this by placing ads in the Sports section of Saturday's Advertiser.●Forward planning is critical. To secure the best available spots on radio or in press, booking ahead is essential.●Consider your return on investment - to effectively get your advertising message to your audience you may need to place a series of ads across a variety of media. Placing a solitary ad in the newspaper may not elicit a strong response.●Keep your message simple and ensure your call to action is clear. What is the most important part you'd like your audience to read or hear and how would you like them to respond? This should form the basis of your ad/s in terms of content, look and feel.●When you are about to embark on an advertising campaign, take note of ads that appeal to you or encourage people who are representative of your audience to provide you with feedback about the type of advertising they would find most effective ... the look and feel of an ad can be just as important as the message itself.4. Marketing strategiesStrategy serves as the foundation of a marketing plan. A marketing plan contains a list of specific actions required to successfully implement a specific marketing strategy. An example of marketing strategy is as follows: "Use a low cost product to attract consumers. Once our organization,via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service."A strategy is different than a tactic. While it is possible to write a tactical marketing plan without a sound, well-considered strategy, it is not recommended. Without a sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental underpinning of marketing plans designed to reach marketing objectives. It is important that these objectives have measurable results.A good marketing s trategy should integrate an organization’s marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed. This allows the organization to carry out its mission effectively and efficiently.Marketing strategies are partially derived from broader corporate strategies, corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of microenvironmental factors.Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.。
高中英语 Unit 5 Inside advertising Section Ⅰ Wa
Unit 5 Inside advertising 广告是通过传播途径，向公众介绍商品、公益信息、服务内容或文娱体育节目。
其传播途径包括报纸、杂志、电视、电影、网络、包装、广播、交通等。
现在广告已经在人们生活中起到重要的影响和作用。
AdvertisingAdvertisements are getting their way into people’slives.People depend on advertisers in their daily livesbecause they are consumers.The advertisers are alwaysmanufactures.Sometimes they are salesmen.Theirmerchandise(商品) needs advertising.Thus nearly every product is advertised.To some extent(程度)，good advertising means success while bad advertising can mean failure.There are many way s to advertise and “ads” come in different forms.Newspapers carry advertisements.Some products are announced on TV and radio which have a wide audience.Billboards also carry advertising.Advertising is a big industry now and many agencies are set up to furnish a variety of services for it.However，advertising is not always truthful.A product is often misrepresented.The advertiser exaggerates(夸大) the benefits of the merchandise he wants to sell.Thus，he misrepresents the truth.The consumer falls victim to such lions of people have bought advertised products and they haven’t always been satisfied.Section ⅠWarming Up & Reading—Preparing1．casual adj. 偶然的；随意的；临时的2．conscience n. 良心；道德心3．feature n. 特征；特色；特写；容貌4．worthy adj. 有价值的；可敬的5．corporation n. 公司；法人；社团6．technique n. 技巧；技术7．basis n. 基础；根据8．budget n. 预算9．generate vt. 产生；发生10．response n. 回答；答复；反应；响应11．target n. 目标；对象；靶子12．advertiser n. 登广告者；广告客户13．rely vi. 依赖；依靠；信赖14．visual adj. 看的；视觉的15．association n. 关联；协会；联系1．turn...into．.. 使……变成……2．fit into 适合……3．at the expense of... 以花费……为代价4．rely on 依赖……；依靠……5．have no use for 对……不耐烦；厌恶；不需要1．With_so_many_messages_from_advertisers_filling_our_daily_lives，it is important to understand how advertisements work.我们日常生活中充满了众多的广告信息，可见了解广告如何发挥作用是很重要的事情。
人教版高中英语Book 9 Unit 5 Inside advertising reading 教学
Solution 2 Advertising organizations
1. What do they do to make sure ads are ethical (morally correct)? • educate and support their members • make rules for everyone in the organization to
We need be edcated so we can judge the claims for ourselves.
the statements from advertisers
Show time
Suppose you are a consumer and a clerk in an advertising complaints board, please make up a dialogue of a complaint about one of the false ads in the passage. Consumer: • complain to the organization • give reasons Clerk: • evaluate the complaint • reject the complaint or recall the ad
All advertisers are not good or honest people.Fortunately, we have developed some ways to control advertising.
What is the purpose of this passage?
高中英语：Unit 5 Inside Advertising教案(新人教选修9)
Unit 5 Inside Advertising Teaching aims and demandsPeriod 1Warming up & reading I Teaching goals 教学目标1. Target language目标语言：重点词汇和短语Advertiser, billboard, casual ,garment, advert, inform2. Ability goals能力目标Enable the students to talk about advertising and advertisements.3. Learning ability goals 学能目标Help the students learn how to talk about their opinions about advertisements Teaching important & difficult points教学重难点how to talk about their opinions about advertisementsTeaching methods教学方法Discussion.Teaching procedures & ways教学过程与方法Step 1: warming up1. Let Ss enjoy two videoT: Do you like McDonald's better than KFC because of the advertisement?2. BrainstormAsk the Ss to think about where they can see or hear advertisementsSs: on TV, on the radio, at the cinema, on buses, in train stations, in magazines, on billboards, at the airport3. Compare the two advertisements, which one is easier for you to remember? Why?T: There are many advertisements around us, can you remember the names of any products that were being advertised? Or, what kinds of advertisements are easier for you to remember.4. Pre- readingT: look at each of the advertisements on the next two pages and discuss the questions with a partner:①What doses the advertisement want you to do?②How does it try to persuade you to do this?③Which advertisements do you think are the most effective? Why?How Advertising WorksStep 2 Scan the text.Ask the Ss to scan the headings of each section and get a general understandingof the text.Step 3 Read againRead the passage carefully and sum up the main idea of each section.Step 4 Detail readingAsk the Ss to read the text carefully and try to answer the following questions:1.Who advertises?2.Why do they advertise?3.Where do they advertise?4.How do they decide where to advertise?5.Does advertising work?Suggestive answers:1.Who advertises?◆Businesses, individuals, organizations and associations.2.Why do they advertise?◆They want to sell something or to inform or educate the public.3.Where do they advertise?◆On TV and radio, in magazines and newspapers (also on clothes, billboards, atsports fields, on buses and trains, at bus and train stations and many other places).4.How do they decide where to advertise?◆They consider their budget and what medium is most likely to be seen or heardby the target consumer.5.Does advertising work?◆Yes and no. People are not usually persuaded by ads to buy things they haveno use for. However, ads do change people’s opinions over time.Step 5 Homework1.In pairs, discuss the questions in Ex 2 on P44.2.Finish Ex 3 on P45 in pairs.Period 2-3Language study for Reading 1Step 1 Words revisionUse the words in the text to take the place of the words in red.1.This shop sells clothes of all kinds.2.Advertisements are everywhere in our daily lives.3.The teacher told us that the school would be closed for one day next week.4.We have a desire to become respectable citizens.5.Only big companies can afford television ads.6.What is the cost of putting an ad on the Internet?7.Most shampoo products depend on an ad with good visual effects.8.Advertising cigarettes is not allowed in China.9.Not all advertisers are honest.10.I’ve known Ben for many years. He is worthy of trust.Suggestive answer:1. garments2. adverts/ads3. informed4. worthy5. corporations6. expense7. rely8. banned9. decent 10. trustworthy Step 2 language study1. come across = meet with 偶然遇见;偶然发现。
高中英语：Unit 5 Inside Advertising教案(新人教选修9)
Unit 5 Inside Advertising Teaching aims and demandsPeriod 1Warming up & reading I Teaching goals 教学目标1. Target language目标语言：重点词汇和短语Advertiser, billboard, casual ,garment, advert, inform2. Ability goals能力目标Enable the students to talk about advertising and advertisements.3. Learning ability goals 学能目标Help the students learn how to talk about their opinions about advertisements Teaching important & difficult points教学重难点how to talk about their opinions about advertisementsTeaching methods教学方法Discussion.Teaching procedures & ways教学过程与方法Step 1: warming up1. Let Ss enjoy two videoT: Do you like McDonald's better than KFC because of the advertisement?2. BrainstormAsk the Ss to think about where they can see or hear advertisementsSs: on TV, on the radio, at the cinema, on buses, in train stations, in magazines, on billboards, at the airport3. pare the two advertisements, which one is easier for you to remember? Why?T: There are many advertisements around us, can you remember the names of any products that were being advertised? Or, what kinds of advertisements are easier for you to remember.4. Pre- readingT: look at each of the advertisements on the next two pages and discuss the questions with a partner:①What doses the advertisement want you to do?②How does it try to persuade you to do this?③Which advertisements do you think are the most effective? Why?How Advertising WorksStep 2 Scan the text.Ask the Ss to scan the headings of each section and get a general understanding of the text.Step 3 Read againRead the passage carefully and sum up the main idea of each section.Step 4 Detail readingAsk the Ss to read the text carefully and try to answer the following questions:1.Who advertises?2.Why do they advertise?3.Where do they advertise?4.How do they decide where to advertise?5.Does advertising work?Suggestive answers:1.Who advertises?◆Businesses, individuals, organizations and associations.2.Why do they advertise?◆They want to sell something or to inform or educate the public.3.Where do they advertise?◆On TV and radio, in magazines and newspapers (also on clothes, billboards, atsports fields, on buses and trains, at bus and train stations and many other places).4.How do they decide where to advertise?◆They consider their budget and what medium is most likely to be seen or heardby the target consumer.5.Does advertising work?◆Yes and no. People are not usually persuaded by ads to buy things they have nouse for. However, ads do change people’s opinions over time.Step 5 Homework1.In pairs, discuss the questions in Ex 2 on P44.2.Finish Ex 3 on P45 in pairs.Period 2-3Language study for Reading 1Step 1 Words revisionUse the words in the text to take the place of the words in red.1.This shop sells clothes of all kinds.2.Advertisements are everywhere in our daily lives.3.The teacher told us that the school would be closed for one day next week.4.We have a desire to bee respectable citizens.5.Only big panies can afford television ads.6.What is the cost of putting an ad on the Internet?7.Most shampoo products depend on an ad with good visual effects.8.Advertising cigarettes is not allowed in China.9.Not all advertisers are honest.10.I’ve known Ben for many years. He is worthy of trust.Suggestive answer:1. garments2. adverts/ads3. informed4. worthy5. corporations6. expense7. rely8. banned9. decent 10. trustworthy Step 2 language study1. e across = meet with 偶然遇见;偶然发现。
高中英语 Unit Inside advertising教案 新人教版选修
U n i t5I n s i d e A d v e r t i s i n gTeaching aims: （教学目标）1. To comprehend the passage and improve the reading skills.2. To express different views of an argument.3. To learn about how advertisements work and avoid being controlled by ads.Important points:（重点、难点）1. Comprehension of the text.2. Knowledge accumulation of advertising.3. Useful words and expressions.Teaching procedure:（教学过程）I. Warming upPlease enjoy a video and some pictures and answer some questions.1. Can you remember the names of any products that were being advertised? If so, why does this ad appeal to you more?2. What are the features(特征) of ads?3. Where can you see ads?设计意图：通过给学生展示一些广告视频和图片，激发学生对广告运作的兴趣，同时激发学生对相关词汇的回忆，从而为学习课文打好铺垫。
II. Fast reading1. The purpose of the passage is to __________.A. inform us of the fact that there are many advertisements in or daily life.B. help us understand how ads work and avoid being controlled by them.C. tell us how effective ads areD. show us how effective ads can be made2. Scan the headings of each section and get a general understanding of the text.Sum up the main idea of each section设计意图：快速阅读技能训练。
人教版高中英语选修九Unit Five Inside advertising.docx
高中英语学习材料***鼎尚图文理制作***Unit Five Inside advertising课程标准中的内容标准：本单元的中心话题是广告。
具体内容涉及“什么是广告”，“如何制作有效的广告”，“广告的效果”，“广告的语言特点”以及“广告行业的道德规范”等。
语言技能和语言知识都是依据这一中心话题设计的。
教学细目：1.（情感目标）了解广告的相关知识，以及广告行业的道德规范。
2.(交际) 学会表达对事物的不同看法。
3.（词汇）学习本单元出现的常用词汇的用法。
4.（语法）复习总结宾语补足语的用法。
学习领域与主题内容及要求目标层次人教版选修九UnitFiveInsideadvertising理解掌握运用1.1.1. 话题：Talking about advertising andadvertisements; ways to make effectiveads, advertising controls.√1.1.2功能：1. expressing different views of anargument. 表达不同观点。
You are quite right.I quite agree with you.I think so, too.I see your point, but…Tha’s ridiculous.Not at all.I’m afraid I can/t accept that.I wouldn’t say that.√That not how I see it.I’m afraid I have a different opinion.No problem.No way.√1.1.3 Understanding vocabulary（理解词汇）（学生只需认识，不作为测试的内容考查）conscience, corporation, visual,generate, stereo, liter, mature, decent,ethics, beware1.1.4 Grasping vocabulary（掌握词汇）√（学生能够掌握其意义、用法、搭配，可作为考查内容）billboard, casual,garment, inform, association, target, basis,technique, budget, broadcast, rely, refresh,murder, suitcase, actress, typist, fluent,hostess, invitation, appoint, chairman,raise, dial, operator, misleading, ban1.1.5 Applying vocabulary（应用词汇）√（学生在写作中能够运用下列词汇）Turn…into…, advertiser, advert, fit into,lane, feature, expense, response, have nouse for, partly, sheet, spokesman,alcoholic, promote, immoral, offending,consumer, trustworthy1.1.6语法：复习宾语补足语the object √√Committee members recently appointedme their chairman.(名词作宾补)They made Ronaldo, the soccer star, thespokesman of their product.(名词作宾补)I find it very difficult to raise the money.(形容词作宾补)As my neighbor is a troublemaker, I haveto keep myself away from him.(副词作宾补)Please remember me to your parents. (介词短语作宾补)His speech left the president n a veryawkward situation. (介词短语作宾补)Really good advertising persuades peopleto behave in certain ways. (动词不定式做宾补)Committee members have asked me to tellyou how much we all appreciate yourdonation. (动词不定式做宾补)Many people consider advertisementsoffending. (-ing形式作宾补)Through the window, could see the raincoming down in sheets. (-ing形式作宾补)She is going to have the novel translated.（过去分词作宾补)I’d like to have the goods delivereddirectly to my office. (过去分词作宾补)1.1.7句型结构：With so many messages √√from advertisers filling our daily lives, it isimportant to understand howadvertisements work.It makes sense to make computer gameads that appeal to this group.Would really good advertising persuadeyou to buy products and services you arenot interested in or have no use for？As we are flooded with advertisements inour modern world, many schools believe itis their duty to educate students aboutadvertising.Part One重点知识点I. 重点单词和词组P. 41Words: persuade, effectivePhrases: in magazines, in any way, keep in mind.P. 42Words: billboard, advertiser, announcement, adolescentPhrases: be exposed to, pass by, come across, attach to, turn into, it make sense, appeal to, fit intoP. 43Words: feature, conscience, worthy, corporation, afford, expense, via, generate, response, stereo, subsequentlyPhrases: grab the attention of, rely on, run out, have no use forP. 48Words: dishonest, inappropriate, alcoholic, tobacco, promote, immoralPhrases: make statementP. 49Words: decent, ethical, offending, beware, consumerPhrases: be flood with, be ware ofP. 50Words: trustworthy, containPhrases: be protected from, opinion ofPart Two单元目标检测I. 根据下列句子意思用所给词的正确形式或所给汉语填空（1X20=20’）1.The a__________ period is one's best time, so we shall make full use of it.2.Some of the more advanced __________(特征) of the software make the new versionextremely popular.3.After he had committed the crime, his c__________ was troubled.4.We drove along a muddy l__________ to reach the farmhouse.5.She felt she was not __________(受尊敬的) to be on the stage with all these glamorouspeople.6.__________（随后）, new guidelines were issued to all employees as a response to thequestion.7.Don't you think it's i__________ to leave thousands of children without an education?8.Medical e__________ can be quite high if you are not insured.9.He quoted the words of another famous leader in r__________ to the journalist's question.10.The textbooks you use should be a__________ to the level of the students.11.The news program came to us __________(通过) satellite.12.The new ambassador is more __________(成熟) than his predecessor.13.We've had several phone calls already this morning from __________(广告商).14.Decision makers do not have a blank __________(纸) upon which they can inscribe theirown policy proposals.15.Howe was turning into an __________ (酒鬼)because of the stress of his job.16.Some people found his jokes funny but others were deeply o__________.17.The ban on cigarette advertising will upset the t__________ corporation.18.Young people’s awareness of environmental issues is p__________ through publicitymaterial.19.It was very d__________ of you to lie to them about your qualifications.20.Leave a spare key with a t__________ neighbor.II. 用所给词的词组适当形式填空（1X10=10’）1.You'd better go home before your money _______________.(run)2.Your speech didn't _______________ (come); nobody understood your opinion.3.The office _______________(flood) applications for the job last month.4.He _______________ (use) a single glove so he threw it out of the window.5.The United Nations _______________ (appeal) the people of the developed countries foraiding those of the backward countries.6.The country ________ (govern) elected representatives of the people.7.Another trip abroad this year is ____________(question) because we have enough money.8.Her mind __________ (occupy) alarming questions.9.Would you please ____________(substitute) me tomorrow?10.The children have been _________(comfort) me through all of this.III．语法填空（2X10=20’）阅读下面材料，在空白处填入适当内容（每空1个单词）或括号内单词的正确形式。
高中英语 Unit5 Inside advertising背景知识 新人教版选修9
Unit 5 Inside advertisingTeaching ResourcesSection 2: Background information for Unit 5 Inside advertisement1. Techniques of advertisingAdvertisers use several recognizable techniques in order to better convince the public to buya product and shape the public's attitude towards their product. These may include:●Repetition: Some advertisers concentrate on making sure their product is widely recognized.To that end, they simply attempt to make the name remembered through repetition.●Bandwagon: By implying that the product is widely used, advertisers hope to convince potentialbuyers to "get on the bandwagon."●Testimonials: Advertisers often attempt to promote the superior quality of their productthrough the testimony of ordinary users, experts, or both. "Three out of four dentists recommend..." This approach often involves an appeal to authority.●Pressure: By attempting to make people choose quickly and without long consideration, someadvertisers hope to make rapid sales: "Buy now, before they're all gone!"●Appeal to emotion: Various techniques relating to manipulating emotion are used to get peopleto buy a prod uct. Apart from artistic expression int ended to provoke an emotional reaction (which are usually for associative purposes, or to relax or excite the viewer), three common argumentative appeals to emotion in product advertising are wishful thinking, appeal to flattery, and appeal to ridicule. Appeals to pity are often used by charitable organizations and appeals to fear are often used in public service messages and products, such as alarm systems or anti-bacterial spray, which claim protection from an outside source. Emotional appeals are becoming increasingly popular in the health industry, with large companies like24 Hour Fitness becoming increasingly adept at utilizing a potential customers fear to sellmemberships; selling not necessarily the actual gym, but the dream of a new body. Finally, appeals to spite are often used in advertising aimed at younger demographics.●Association: Advertisers often attempt to associate their product with desirable imagery tomake it seem equally desirable. The use of attractive models, a practice known as sex in advertising, picturesque landscapes and other alluring images is common. Also used are "buzzwords" with desired associations. On a large scale, this is called branding.●Advertising slogans: These can employ a variety of techniques; even a short phrase can haveextremely heavy-handed technique.●Controversy, as in the Benetton publicity campaign.●Guerilla advertising: Advertising by association. Done in such a way so the target audiencedoes not know that they have been advertised to, but their impression of the product is increased (or decreased) if that is the intent of the advertiser.●Subliminal messages: It was feared that some advertisements would present hidden messages,for example through brief flashed messages or the soundtrack, that would have a hypnotic effect on viewers ('Must buy car. Must buy car.') The notion that techniques of hypnosis are used by advertisers is now generally discredited, though sublimin al sexual messages are extremely common, ranging from car models with SX prefixes to suggestive positioning of objects in magazine ads and billboards.2．Advertising Research Tips●Perceptual Mapping -- Deciding What Image to ProjectBefore you embark on an image advertising campaign, you need to know the type of image you wish to convey.●Quick & Dirty Research Techniques - Part 1Measuring the cost effectiveness of advertising promotions.●Quick & Dirty Research Techniques - Part 2Price-point testing.●Danger -- Comparative AdvertisingIncluding Your Competitors' Names in Your Advertising Can Be Counterproductive.●The Role of Focus Groups in AdvertisingFocus groups are a great tool for advertising research, but they should not be used to the exclusion of quantitative research.●How Research Can Drive the Advertising Mediums You UseTo choose the right advertising medium, you need to know who your customers and target customers are.●Allocating Advertising Dollars for Advertising ResearchHow much should you allocate to measure the communications effe ctiveness of your ads?●Is Your Advertising Working as Hard as it Could?Increase sales and speed up the "advertisement perfection" process through advertisin g testing. 3．Advertising tipsBelow are some tips to consider when you would like to use advertisements:●Think outside the square - there are a variety of ways to get the attention of your audience by standard (eg press ad) and creative (eg spruiking in Rundle Mall) means.●When considering your adverti sing options put yourself in the shoes of your audience. For example if you want to reach the attention of males 18 plus during June you could look at running ads on 5AA during the KG & Cornes segment and further support this by placing ads in the Sports section of Saturday's Advertiser.●Forward planning is critical. To secure the best available spots on radio or in press, booking ahead is essential.●Consider your return on investment - to effective ly get your advertising message to your audience you may need to place a series of ads across a variety of media. Placing a solitary ad in the newspaper may not elicit a strong response.●Keep your message simple and ensure your call to action is clear. What is the most important part you'd like your audience to read or hear and how would you like them to respond? This should form the basis of your ad/s in terms of content, look and feel.●When you are about to embark on an advertising campaign, take note of ads that appeal to you or encourage people who are representative of your audience to provide you with feedback about the type of advertising they would find most effective ... the look and feel of an ad can be just as important as the message itself.4. Marketing strategiesStrategy serves as the foundation of a marketing plan. A marketing plan contains a list of specific actions required to successfully implement a specific marketing strategy. An example of mark eting strategy is as follows: "Use a low cost product to attract consumers. Once our organization,via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service."A strategy is different than a tactic. While it is possible to write a tactical marketing plan without a sound, well-considered strategy, it is not recommended. Without a sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental underpinning of marketing plans designed to reach marketing objectives. It is important that these objectives have measurable results.A good marketing strategy should integrate an organization’s marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed. This allows the organization to carry out its mission effectively and efficiently.Marketing strategies are partially derived from broader corporate strategies, corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of microenvironmental factors.Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.。
高中英语 Unit 5 Inside advertising Backgrounds for教案 新
高中英语 Unit 5 Inside advertising Backgroundsfor教案新人教版选修91. Techniques of advertising●Rep etition: Some adver tisers concentrate on making sure their product is widelyrecognized. To that e nd, they simply attempt to make the name remembered through repetitio n.●Bandwagon: By implying that the product is widely used, advertisers hope toconvince potential buyers to "get on the bandwa go n."●Testimonials: Advertisers often attempt to promote the superior quality oftheir product through t he testimony of ordinary users, experts, or both. "Three out of four dentists recommend..." This approach often involves an appeal to authority.●Pressure: By attempting to make people choose quickly and withou t longconsideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!"●Appeal to emotion: Variou s techniques relating to manipulating emotion are usedto get people to buy a product.●Association: Advertisers often attempt to associate their product with desirableimagery to make it seem equally desir able.●Advertising slogans: These can employ a variety of techniques; even a shortphrase can have extremely heavy-handed technique.2．Advertising tips●When considering your advertising options put yourself in the shoes of your audience. For example if you want to reach the attention of males 18 plus during June you could look at running ads on 5AA during the KG & Cornes segment and further support this by placing ads in the Sports section of Saturday's Advertiser.●Consider your re turn on investment - to effectively get your advertising message to your audience you may need to place a series of ads across a variety of medi a. Placing a solitary ad in the newspaper may not elicit a strong response.●Keep your message simple and ensu re your call to action is clear. What is the most important part you'd like your audience to read or hear and how would you like them to respond? This should form the basis of your ad/s in terms of content, look and feel.。
2020学年高中英语 Unit 5 Inside advertisingAdvertisers Pe
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Advertisers Perform a Useful Service to the CommunityAdvertisers tend to think big and perhaps this is why they' re always coming in for criticism. Their critics seem to resent them because they have a flair for self-promotion and because they have so much money to throw around. "It' s iniquitous," they say, "that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don't they stop advertisi ng and reduce the price of their goods? After all, it's the consumer who pays."The poor old consumer! He'd have to pay a great deal more if advertising didn't create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. Advertisements introduce us to new products or remind us of the existence of ones we already know about.Lots of peop le pretend that they never read advertisements, but this claim may be seriously doubted. It is h ardly possible not to read advertisements these days. And what fun they often are, too! A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of c alamities.We mus t not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and televis ion companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programs is due entirely to the money spent by advertisers.Another thing we mustn't forget is the "small ads." which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns. No other item in a newspaper provides such entertaining readi ng or offers such a deep insight into human nature. It's the be st advertisement for advertising there is!1如有帮助欢迎下载支持。
高中英语Unit 5 Inside advertising-section 2
Unit 5 Inside advertising-section 2Part Two: Teaching ResourcesSection 2: Background information for Unit 5 Inside advertisement1. Techniques of advertisingAdvertisers use several recognizable techniques in order to better convince the public to buy a product and shape the public's attitude towards their product. These may include: Repetition: Some advertisers concentrate on making sure their product is widely recognized. To that end, they simply attempt to make the name remembered through repetition. Bandwagon: By implying that the product is widely used, advertisers hope to convince potential buyers to "get on the bandwagon."Testimonials: Advertisers often attempt to promote the superior quality of their product through the testimony of ordinary users, experts, or both. "Three out of four dentists remend..." This approach often involves an appeal to authority.Pressure: By attempting to make people choose quickly and without long consideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!"Appeal to emotion: Various techniques relating to manipulating emotion are used to get people to buy a product. Apart from artistic expression intended to provoke an emotional reaction (which are usually for associative purposes, or to relax or excite the viewer), three mon argumentative appeals to emotion in product advertising are wishful thinking, appeal to flattery, and appeal to ridicule. Appeals to pity are often used by charitable organizations and appeals to fear are often used in public service messages and products, such as alarm systems or anti-bacterial spray, which claim protection from an outside source. Emotional appeals are being increasingly popular in the health industry, with large panies like 24 Hour Fitness being increasingly adept at utilizing a potential customers fear to sell memberships; selling not necessarily the actual gym, but the dream of a new body. Finally, appeals to spite are often used in advertising aimed at younger demographics.Association: Advertisers often attempt to associate their product with desirable imagery to make it seem equally desirable. The use of attractive models, a practice known as sex in advertising, picturesque landscapes and other alluring images is mon. Also used are "buzzwords" with desired associations. On a large scale, this is called branding.Advertising slogans: These can employ a variety of techniques; even a short phrase can have extremely heavy-handed technique.Controversy, as in the Benetton publicity campaign.Guerilla advertising: Advertising by association. Done in such a way so the target audience does not know that they have been advertised to, but their impression of the product is increased (or decreased) if that is the intent of the advertiser.Subliminal messages: It was feared that some advertisements would present hidden messages, for example through brief flashed messages or the soundtrack, that would have a hypnotic effect on viewers ('Must buy car. Must buy car.') The notion that techniques of hypnosis are used by advertisers is now generally discredited, though subliminal sexual messages are extremely mon, ranging from car models with SX prefixes to suggestive positioning of objects in magazine ads and billboards.2．Advertising Research Tips●Perceptual Mapping -- Deciding What Image to ProjectBefore you embark on an image advertising campaign, you need to know the type of image you wish to convey.●Quick & Dirty Research Techniques - Part 1Measuring the cost effectiveness of advertising promotions.●Quick & Dirty Research Techniques - Part 2Price-point testing.●Danger -- parative AdvertisingIncluding Your petitors' Names in Your Advertising Can Be Counterproductive.●The Role of Focus Groups in AdvertisingFocus groups are a great tool for advertising research, but they should not be used to the exclusion of quantitative research.●How Research Can Drive the Advertising Mediums You UseTo choose the right advertising medium, you need to know who your customers and target customers are.●Allocating Advertising Dollars for Advertising ResearchHow much should you allocate to measure the munications effectiveness of your ads?●Is Your Advertising Working as Hard as it Could?Increase sales and speed up the "advertisement perfection" process through advertising testing. 3．Advertising tipsBelow are some tips to consider when you would like to use advertisements:●Think outside the square - there are a variety of ways to get the attention of your audience by standard (eg press ad) and creative (eg spruiking in Rundle Mall) means.●When considering your advertising options put yourself in the shoes of your audience. For example if you want to reach the attention of males 18 plus during June you could look at running ads on 5AA during the KG & Cornes segment and further support this by placing ads in the Sports section of Saturday's Advertiser.●Forward planning is critical. To secure the best available spots on radio or in press, booking ahead is essential.●Consider your return on investment - to effectively get your advertising message to your audience you may need to place a series of ads across a variety of media. Placing a solitary ad in the newspaper may not elicit a strong response.●Keep your message simple and ensure your call to action is clear. What is the most important part you'd like your audience to read or hear and how would you like them to respond? This should form the basis of your ad/s in terms of content, look and feel.●When you are about to embark on an advertising campaign, take note of ads that appeal to you or encourage people who are representative of your audience to provide you with feedback about the type of advertising they would find most effective ... the look and feel of an ad can be just as important as the message itself.4.Marketing strategiesStrategy serves as the foundation of a marketing plan. A marketing plan contains a list of specific actions required to successfully implement a specific marketing strategy. An example of marketing strategy is as follows: "Use a low cost product to attract consumers. Once our organization,via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service."A strategy is different than a tactic. While it is possible to write a tactical marketing plan without a sound, well-considered strategy, it is not remended. Without a sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental underpinning of marketing plans designed to reach marketing objectives. It is important that these objectives have measurable results.A good marketing strategy should integrate an organi zation’s marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed. This allows the organization to carry out its mission effectively and efficiently.Marketing strategies are partially derived from broader corporate strategies, corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of microenvironmental factors.Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.。
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Section 2 Notes to difficult sentences fromWith so many messages from advertisers filling our daily lives，it is important to understand how advertisements work．广告人用如此多的信息冲击我们的耳朵，了解一下广告运作确实重要。
句中with结构作状语，so many messages from advertisers是该结构的逻辑主语，filling our daily lives 是该结构的逻辑谓语，前后是逻辑住谓关系。
With结构的其他例子有：He sat there thinking, with his chin on his hand．他手托下巴，坐在那儿沉思。
He stared at his friend with his mouth wide open．他张大嘴巴凝视着他的朋友。
With production up by 60％, the company has had another excellent year．产量上升了60％, 公司又是一个好年景。
She used to sit reading in the evening with her pet dog her only companion．她从前总爱在晚上坐着看书，她的宠物狗便是她唯一的伙伴。
She stood there chatting with her friend, with her child playing beside her．她站在那儿跟朋友闲聊，孩子在旁边玩。
“I think we can leave with our heads held high,” Er iksson said．“我认为我们可以高昂着头离开，”艾里克松说。
With 10 minutes to go, you’d better hurry．还有十分钟，你最好快一点。
With Mary to help him, he is sure to succeed. 有玛丽的帮助，他一定能成功。
The girl reached a river bank with so many flowers on both banks. 这个女孩来到了两岸开满鲜花的河边。
Mother looked at me with tears in her eyes. 妈妈眼含泪水看着我。
With night coming on, we started for home. 夜幕降临，我们动身回家。
The boy lay on the grass, with his eyes looking at the sky. 小男孩躺在草地上，两眼望着天空。
With so much work to do, we had to sit up through the night. 有这么多工作要做，我们不得不彻夜不眠。
She ran to the hero, flowers in hand. 她手里拿着鲜花跑向这位英雄。
（with被省略）1．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. 不仅企业制作并支付广告付费，企图告之、教育大众的个人、组织和机构也可以制作并支付广告付费。
2．For example，adolescent boys are more likely to buy computer games than any other group，so it makes sense to make computer game ads that appeal to this group．比如，青少年比起其他团体更愿意购买电脑游戏。
所以，让电脑游戏广告吸引这群顾客就是明智之举。
So前后是并列句结构。
1.表示对等关系的并列连词有：and，either．．．or，neither．．．nor，as well as，both．．．and，not only．．．but also。
如： This is an old clock that is not only very handsome but also accurate． 2.表示选择关系的并列连词。
常用的该类连词有：or，or else，otherwise，rather than，either．．．or。
如： You should get the license right away，or you'll have to pay a fine． 3.表示转折和对比关系的并列连词。
常用的该类连词有：but，while，whereas，yet，however，nevertheless，on the other hand，on the contrary。
如： She is a funny girl，yet you can't help liking her． 4.表示因果关系的并列连词。
常用的该类连词有：so，for，therefore，hence，thus，consequently，accordingly。
如： It was raining heavily，so the sports meeting was postponed．3．However，it would be no use advertising products on radio if the ad relies on visualeffects．然而，如果广告依赖视觉效果，通过广播做广告就没有用了。
advertising products on radio if the ad relies on visual effects是~ing分词短语做状语。
用于下列结构中：It(There) is no use (good) +-ING分词，表示“无用”= It is of no use (good) to +V：There(It) is no use advising him to give up smoking.(劝他戒烟是徒劳的。
) 4．This is why governments all over the world pay a lot of money for ads on such things asroad safety．这就是世界各地的政府花大钱做诸如道路交通安全的公益广告的缘故了Why引导的表语从句。
表语从句对主语的内容起解释和阐述的作用；若表语从句用that引起，that起连接作用，不能省略。
表语从句也可用连接词how, when, where, why, what 引起。
由because引起的表语从句通常只用在“this/that/it is because”结构中。
例如：A logarithm（对数）is what is known in algebra exponent（代数的指数）。
On thing I admire most about them is that they are hospitable. She works too hard. That is why she is exhausted. I must point out that where you intend to build a super-market is where the elderly do exercise everyday.5．They believe these adverts will affect the way people think about their driving habits andwill subsequently reduce the number of road accidents．他们相信，广告会影响人们对驾驶习惯的思考方式，最终将减少道路交通事故的数量。
Believe后面可以补一个that，and引导的是that宾语从句的第二个谓语。
way后面省略了that，people think about their driving habits是定语从句修饰way。
先行词为way时，关系代词总是省略：I don’t like the way (that) you talk to s omebody else. 只有限定性定语从句才能省略关系代词，非限定性定语从句绝对不能省略：The people (who) we met at the party were very friendly to us. Here is the man (that) you have been looking for. Shang Hai is no longer the city (that) it used to be. There is an old man (who ) wants to see you.中国书法艺术说课教案今天我要说课的题目是中国书法艺术，下面我将从教材分析、教学方法、教学过程、课堂评价四个方面对这堂课进行设计。
一、教材分析：本节课讲的是中国书法艺术主要是为了提高学生对书法基础知识的掌握，让学生开始对书法的入门学习有一定了解。
书法作为中国特有的一门线条艺术，在书写中与笔、墨、纸、砚相得益彰，是中国人民勤劳智慧的结晶，是举世公认的艺术奇葩。
早在5000年以前的甲骨文就初露端倪，书法从文字产生到形成文字的书写体系，几经变革创造了多种体式的书写艺术。
1、教学目标：使学生了解书法的发展史概况和特点及书法的总体情况，通过分析代表作品，获得如何欣赏书法作品的知识，并能作简单的书法练习。
2、教学重点与难点：（一）教学重点了解中国书法的基础知识，掌握其基本特点，进行大量的书法练习。
（二）教学难点：如何感受、认识书法作品中的线条美、结构美、气韵美。
3、教具准备：粉笔，钢笔，书写纸等。
4、课时：一课时二、教学方法：要让学生在教学过程中有所收获，并达到一定的教学目标，在本节课的教学中，我将采用欣赏法、讲授法、练习法来设计本节课。
（1）欣赏法：通过幻灯片让学生欣赏大量优秀的书法作品，使学生对书法产生浓厚的兴趣。
（2）讲授法：讲解书法文字的发展简史，和形式特征，让学生对书法作进一步的了解和认识，通过对书法理论的了解，更深刻的认识书法，从而为以后的书法练习作重要铺垫！（3）练习法：为了使学生充分了解、认识书法名家名作的书法功底和技巧，请学生进行局部临摹练习。