高中英语Unit5Insideadvertising-reading人教版必修9
高中英语Unit 5 Inside advertising-reading人教版必修9 教案
Unit 5 Inside advertising-readingPart One: Teaching DesignPeriod 1: A sample lesson plan for reading(HOW ADVERTISING WORKS)AimsTo help students develop their reading abilityTo help students learn about advertisingProceduresWarming up by defining advertisingGood morning, class! Do you know what is advertising? Do know want to know some inside information about advertising?ADVERTISING is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns.Now turn to page 42. We shall take HOW ADVERTISE WORKS today.■Warming up by learn to use “advertise”Advertise: (v. t.) To give notice to; to inform or apprise; to notify; to make known; hence, to warn; -- often followed by of before the subject of information; as, to advertise a man of his loss. Advertise: (v. t.) To give public notice of; to announce publicly, esp. by a printed notice; as, to advertise goods for sale, a lost article, the sailing day of a vessel, a political meeting.■Warming up by looking and sayingWhat are these pictures for?Yes, they are for advertising goods. Could you say something about them? Could you make questions and answers about these pictures?But first let’s go to page 84 for some necessary information.I. Pre-readingHere are some questions and answers for the pictures I showed you just now. Read them and match them with the correct pictures. You may draw your own pictures to match them.Question1: What can be more terrible than watching these ads?Answer1: You could get someone watch the ads for you.Question2: Why are the ads on this page so small?Answer2: I don't want people to die, I just want them to suffer.Question3: What can I do if I want to order some of these products?Answer3: You can seek for medical care, but it's probably too late already.Question7: What is the purpose of these silly colours you use?Answer7: Turn your monitor off and read the black text on the screen, then you'll know ...Question8: Is it true that you grow banana-threes in Finland?Answer8: Nope, the climate is too hot for them to survive.II. Reading for formsRead the text HOW ADVERTISING WORKS to: cut/ the sentence into thought groups, blacken the predicative, darken the connectives and underline all the useful expressions.HOW ADVERTISING WORKSDo you know how many advertisements /you are exposed to/ in your daily life? Every day，we pass by advertisements/ on buses /and billboards，on trains/ and in train stations，in shop windows, outside restaurants /and on public notice boards．At home，we see advertisements/ in magazines/ and newspapers /and in the middle /of our favourite television programmes．We hear advertisements /on the radio/ and come across them /on the Internet．Even some of the casual garments/ we wear/ have brand names/ attached to them /which turn us into walking advertisements. With so many messages /from advertisers/ filling our daily lives，it is important to understand /how advertisements work．Then /we can avoid being controlled by them．What is an advertisement?An advertisement is a message/ or announcement/ that informs /or influences people．It can use words，pictures，music/ or film/ to communicate its message．Adverts are not only made /and paid for by business，but also by individuals，organisations /and associations/ that wish to inform /or educate the public. How do advertisers make effective advertisements?Identify your targetAdvertisers must pay the media/ for displaying their ads. Their money would be wasted /if the message didn’t reach its target audience，in other words the people /the advertisement intends to persuade. 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．Having identified the target group，researchers find out as much as possible/ about those/ in the target group，such as their likes /and dislikes, and how the product would fit into their lives．This information then/ forms the basis /for decisions /about what type of advertising techniques to use/ with this group．Appeal to your targetIn order to persuade people to do something, advertisements often appeal to our hopes/ and dreams/ or our emotions．For example，the one /on the right，which advertises sports shoes，shows young people/ doing exciting things．The colours/ and the flames /also suggest excitement．The message/ it is sending is：“Buy our shoes /and you'll live an exciting life /in the‘fast lane’．”The ad above，with the star in it, is for a new radio station．It appeals to people’s desire /to“fit in”/and be part of the group．The message is：“Everyone else is listening /and if you want to be part of the group，you’d better listen too.”Some advertisements appeal to people’s desire/ to save money．Others are more likely to be noticed/ if they are funny．Ads/ that feature rich /and famous people /will grab the attention of those/ who admire people /like that．Some adverts，like the environmental protection advertisement /below, appeal to our conscience/ or our desire /to be worthy citizens．Use a suitable mediumAs well as reaching the right audience /with the right technique, advertisers must also place their ads/ in the right medium．Obviously, cost will play a big part/ in this decision．Television adverts are expensive to make/ and to show．You have to be a big corporation/ with a big budget/ to afford television ads．Advertisements/ in newspapers，on the other hand，are much cheaper．As well as worrying about the expense，advertisers must also consider which media /are most appropriate for their product /and/ which their target audience is most likely to see /or hear．Because most cars have radios，ads broadcast via radio can reach a lot of drivers/ very easily．For this reason，it would be appropriate/ to use radio/ to advertise goods/ and services /relating to cars．However，it would be no use advertising products /on radio/ if the ad relies on visual effects．Television adverts are great for generating emotional responses/ to a product, but magazines/ and newspapers can give more detail．How effective are advertisements?However good an advertisement is, people are unlikely to be persuaded /if the product is unsuitable for them．For example，no matter how good /an ad for a car stereo system is，people /who don’t own cars are unlikely to run out /and buy one．Look at the advertisements/ in this unit．How many of the goods /or services suit your interests/ or lifestyle? Would really good advertising persuade you /to buy products/ and services/ you are not interested in /or have no use for?On the other hand，being constantly exposed /to advertisements can help to change our opinions/ over time．This is why governments/ all over the world/ pay a lot of money/ for ads /on such things/ as road safety．They believe /these adverts will affect the way /people think about their driving habits /and will subsequently reduce the number of road accidents．III. Copying expressions and making sentencesYou are asked to copy all the useful expressions into your notebook after class as homework. You may make your own sentences with each of these expressions.across, on the Internet, attach to, fill one’s daily lives，avoid doing, inform sb., influence sb., pay for，make effective advertisement, Identify one’s target, pay…for, in other words, intend to, computer games, make sense to, make computer game, appeal to, identify the target group，find out, as much as possible, such as, fit into one’s lives, form the basis for decisions, in order to, persuade sb to do something, on the right，live an exciting life, one’s desire to fit in, be part of the group, you’d better do, grab the attention of, admire sb, use a suitable medium, as well as, reach the right audience with the right technique, in the right medium, play a big part in, a big corporation with a big budget, to afford television ads, on the other hand，worry about, be appropriate for, be appropriate to do, relate to，be no use doing, rely on, visual effects, generate emotional responses to, be (un)likely to, be (un)suitable for, no matter how…, run out, look at the advertisements in this unit, suit one’s interes ts or lifestyle, be not interested in, have no use for, change one’s opinions over time, all over the world, pay money for, think about, one’s driving habits, reduce the number of road accidentsIV. Transforming informationRead the text again to find necessary information to complete the table below.HOW ADVERTISING WORKSWith so many messages from advertisers filling our daily lives，it is important to understand how advertisements work．What is an advertisement?An advertisement is a message or announcement that informs or influences people．How do advertisers makeeffective advertisements?Identify your targetAppeal to your targetUse a suitable mediumHow effective are advertisements?However good an advertisement is,people are unlikely to bepersuaded if the product isunsuitable for them．On the other hand，beingconstantly exposed toadvertisements can help to changeour opinions over time．V. Closing down by discovering what is funnyLook and find what is funny about these advertisements.Additional MaterialsComplete the summary of the text with one word in each blank.An advertisement is a message ___1__ announcement __2___ informs or influences people．__3___must paythe media for displaying their ads. In order to __4___ people to do something, __5___often appeal toour hopes and dreams __6___ our emotions．As __7___ as reaching the right audience with the right technique,__8___ must also place their __9___ in the right medium．However good an ___10__ is, people are unlikelyto be __11___if the product is unsuitable for them．On the ___12__ hand，being constantly __13___ toadvertisements can help to change our opinions __14___ time．(Key: 1. or 2. that 3. Advertisers 4. persuade 5. advertisements 6. or 7. well 8.advertisers 9. ads 10.advertisement 11. persuaded 12. other 13. exposed 14. over )Notes to the special sentencesWith so many messages from advertisers filling our daily lives，it is important to understand howadvertisements 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。
人教版高中英语Book9Unit5Insideadvertisingreading教学课件共14张PPT含视频
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 follow 2. What does a code of ethics refer to? 3. Do you think the language in the ad meet codes of ethics? • exaggerate its effect • mislead people to lose weight in an unhealthy way
人教版高中英语 Book9Unit5Insideadve rtisingreading教学课件
共14张PPT含视频
2020/9/19
Keeping advertisers honest
Solutions The law Advertising organisation Complaints organization The consumer
1. persuade sb to behave in certain ways 2. go to a lot of trouble and expense to do sth 3. false advertising 4. prevent sb (from) promoting immoral behavior 5. ban sth altogether 6. for this reason 7. give reasons for sth 8. make rules for everyone to follow 9. say bad things about... 10. be honest and truthful about 11. get made=be made 12. make a complainten it comes to sth 14. judge the claims for oneself 15. be flooded with advertisements 16. educate sb sbout sth
高中英语Unit 5 Inside advertising-using language人教版必修9
Unit 5 Inside advertising-using languagePart One: Teaching DesignPeriod 3: A sample lesson plan for Using Language(KEPPING ADVERTISERS HONEST)AimsTo help students read the passage KEPPING ADVERTISERS HONESTTo help students to use the language by reading, listening, speaking and writingProceduresI. Warming up by seeing looking at a photo of radio advertisementHello, class. Look at this photo. Itis one of the Coca Cola RadioAdvertisement Tapes. This one isentitled Coke is It!These Coca Cola Advertising Tapes,Radio Ads are from 1980's. They arePrepared by McCabb-Erickson as partof the Coke is it! advertisingcampaign.You see radio advertising has a longhistory in the West.II. ListeningGo to page 47. You are to listen and tick and listen and write.Pre-Listening ExercisesWhat service businesses often advertise over the radio? What points are important to consider when making a radio commercial?While -Listening ExercisesListen to the radio commercial by pressing the "Play Audio" button of the audio type you want to hear, and answer the questions. Press the "Final Score" button to check your quiz.●Post-Listening ExercisesWhat are your opinions about these questions?○What elements make a radio commercial really great?○How would you r ank this radio commercial on a scale from 1 - 10 based on the points in the first question?○How does radio advertising differ from other forms of media including television, newspapers, billboards, and magazines?III. Write an AdvertisementGo to page 48. You are starting a new business, such as lawn-mowing, pet-walking, or baby-sitting. How are you going to get clients? By advertising! Write an advertisement that will make people want to use your service. Try to use words from your spelling lesson in your advertisement.IV. Speaking about advertisements around youNow it is time to talk! Think about the advertisements you have seen and heard in your daily life. Share with your partners your experiences with advertisements around you.V. Reading for formsGo to page 48 and read the text KEPPING ADVERTISERS HONEST to: cut/ the sentence into thought groups, blacken the predicative, darken the connectives and underline all the useful expressions.VI. Copying useful expressions and making sentences。
高中英语 Unit5Inside advertising-Reading课件 新人教选修9
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B. What message does the advertisement give? If you wear our shoes you’ll have an exciting life, and be popular and have fun.
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英语：Unit 5《Inside advertising》教案-Reading(新人教版选修9)
Unit 5 Inside advertisingReading---教案Teaching aim：①To know how advertising works；②To master the new vocabulary；③To revise the usage of object complementTeaching important points：To learn and use the vocabularyTeaching difficult points：Reading comprehensionTeaching procedures：Step 1 Leading inUse a popular local advertisement to attract the students’ attention to the topic. Then guide the students to look at the four pictures on Page 41. “What are they telling you?”Step 2 Warming upGo through the warming-up questions to warm up the students. Focus on the two questions:1) Do you think advertisements affect your life in any way? Please give an example.Yes. We often buy what we don’t need much. We sometimes buy what we don’t like because of the lower price….2) Why do you remember some advertisements and not others?I remember some advertisements because of the beautiful pictures, pleasant color,unforgettable shape, moving words and wonderful music…Step 3 Pre-readingDiscuss each of the advertisements on Pages 42 and 43 in pairs.1)What does the advertisement want you to do?Picture 1: It wants us to save water.Picture 2: It wants us to listen to the new radio.Picture 3: It wants us to buy the shoes.Picture 4: It wants us to buy their water.Picture 5: It wants people to protect environment.Picture 6 & 7: They remind us of road safety.2)How does it try to persuade you to do this?They attract our interest, desire, dreams, hope…3)Which advertisements do you think are the most effective? Why? （Various answers）Step 4 Reading1.First reading (the ability to grasp the general idea quickly)Look at the subtitles (and the pictures) to guess the general idea.Q: The text mainly deals with ____________A. how advertising worksB. how to make a advertisementC. how to avoid being controlled by advertisementsD. how to make advertisements effective【答案A】其他几个都是文章的某一个方面。
高中英语 Unit 5 Inside advertising Section Ⅰ Reading讲义 新人教版选修9
Unit 5 Inside advertising形形色色的广告是我们生活中的一个部分，那么你知道广告制作者应该运用哪些技术来制作广告吗？their product is widely recognized.●Bandwagon (潮流)：By implying that the product is widelyused，advertisers hope to convince potential buyers to “get on the bandwagon”．●Testimonials (推荐)：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 tomanipulating (操纵) emotion are used to get people to buy aproduct.Apart from artistic expression intended to provoke (驱使) an emotional reaction，three common argumentative appealsto emotion in product advertising are wishful thinking，appeal to flattery(阿谀)，and appeal to ridicule (愚弄)．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 antibacterial spray，which claim protection from an outside source.●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 heavyhanded technique.●Controversy：As in the Benetton publicity campaign.●Guerilla advertising：Advertising by association.Done in such a way so thetarget 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.两个诱思问题1．Why do advertisers want to imply that the product is widely used?2．How many kinds of techniques of manipulating emotion do the advertisers use?【答案】 1.Advertisers hope to convince potential buyers to “get on the bandwagon”． 2.Four.Section ⅠReading (Warming Up, Prereading，Reading & Comprehending)Ⅰ.根据词性及英文释义写出单词的正确形式1．adj.not formal；for informal occasions2．vt.to tell sb.；to give sb.knowledge (of sth.)3．n．group of people joined together for a common purpose4．n．objective；result aimed at5．n．distinctive characteristic；aspect vi& vt.to have an important or prominent part in sth.6．n．inner sense that knows the difference between right and wrong 7．adj.deserving respect or recognition8．n．spending of money，etc.；cost9．adj.concerned with or used in seeing10．vt.to produce；to cause to exist or occur11．n．answer；reaction12．vt.to make fresh again；to give new strength to (sb./sth.)【答案】 1.casual rm 3.association4.target5.feature6.conscience7.worthy8.expense 9.visual 10.generate 11.response12.refreshⅡ.短语填空He people who don't try.2．You can me to keep your secret.3．You a size 10，don't you?4．It's good to different cultures.5．，experts want short cuts to everything.【答案】 1.has no use for 2.rely on 3.fit into 4.be exposed to 5.In other wordsⅠ.阅读P42－43课文内容，从三个选项中选择最佳答案1．What is the text mainly about?A．Why advertisers are willing to spend so much money.B．How consumers avoid being controlled by advertisements.C．Consumers should understand how advertising works.2．If an advertiser wants to make an ad for a car stereo system，his most suitable way is to use ．A．television B．radioC．newspapers3．If advertisers want to make effective advertisements，what should they do?A．They must identify their target group，appeal to them and choose the proper media.B．They must not worry about the expense and follow the rule—the higher，the better.C．They have to place their ads in all kinds of media to be broadcast widely.4．What does the author mean by saying “being constantly exposed to advertisements can help to change our opinions over time”？A．To change our opinions，we should be exposed to ads constantly.B．Our opinions will be changed well by the ads with time going on.C．No matter whether an ad is good or not，it can affect our life wholly.【答案】 1.C 2.B 3.A 4.BⅡ.阅读P42－43课文内容，完成下列表格4.find out5.hopes and dreams6.medium7.appropriate 8.likely to 9.unsuitable10.exposed toⅢ.阅读P42－43课文内容，完成下面课文缩写We can meet many advertisements in our daily life.An advertisement is a message or an announcement that 1. (inform) or influences people.Advertisers must pay for their ads，so the message must reach 2.target audience，or their money would be wasted.So they must do some research to make the product fit 3.the audience's lives.Identifying their target is not enough，they should try their best to appeal to their target.For example，the 4. (environment) protection advertisement appeals to the audience's conscience or their desire to be 5. citizens.At the same time，advertisers must also place their ads in the right medium，such as TV，newspapers，magazines.To do this，they also need to spend money.They have to be a big 6. (corporate) with a big budget 7. (afford) the ads.In addition to worrying about the expense，advertisers must consider 8. media are most appreciate.For example，if the ad relies on visual effects，it is no use 9.(advertise) products on radio.However，people don't buy the products they are notinterested in or have 10. use for.【答案】 rms 2.the 3.into 4.environmental5.worthy6.corporation7.to afford8.which9.advertising 10.no。
人教高中英语选修9 Unit5 Inside advertising-Reading
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.
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 hadn’t offered the free bottles.
Obey your thirst.
Things go better with Coca-Cola.
Take time to indulge.尽 情享受吧！
The new digital era 数码新时代
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”.
B. What is the purpose of this advertisement? To encourage people to use water wisely and to save water where they can.
高中英语Unit 5 Inside advertising词语学习人教版必修9
Unit 5 Inside advertisingPart Two: Teaching ResourcesSection 3: Words and expressions from Unit 5 Inside advertisingverb1.. ~ sb (of / about sth) to tell sb about sth, especially in an official way: [vn] Please inform us of any changes of address. The leaflet informs customers about healthy eating. He went to inform them of his decision. Inform me at once if there are any changes in her condition. Have the police been informed? [vn that] I have been reliably informed (= somebody I trust has told me) that the couple will marry next year. A notice informed the guests that formal dress was required. I am pleased to inform you that you have won first prize in this month’s competition. [vn speech] ‘He’s already left,’ she informed us.2.[vn] ~ yourself (of / about sth) to find out information about sth: We need time to inform ourselves thoroughly of the problem.3. [vn] (formal) to have an influence on sth: Religion informs every aspect of their lives. These guidelines will be used to inform any future decisions.inform on sb to give information to the police or sb in authority about the illegal activities of sb: He informed on his own brother.featurenoun[C]1.something important, interesting or typical of a place or thing: An interesting feature of the city is the old market. Teamwork is a key feature of the training programme. Which features do you look for when choosing acar? The software has no particular distinguishing features. geographical features 2.[usually pl.] a part of sb’s fac e such as their nose, mouth and eyes: his strong handsome features Her eyes are her most striking feature.3. ~ (on sb/sth) (in newspapers, on television, etc.) a special article or programme about sb/sth: a special feature on educationverb1. [vn] ~ sb/sth (as sb/sth) to include a particular person or thing as a special feature: The film features Cary Grant as a professor. The latest model features alloy wheels and an electronic alarm. Many of the hotels featured in the brochure offer special deals for weekend breaks.2. [v] ~ (in sth) to have an important part in sth: Olive oil and garlic feature prominently in his recipes.worthyadj. (worthier, worthiest)1.. ~ (of sb/sth) (formal) having the qualities that deserve sb/sth: to be worthy of attention A number of the report’s findings are worthy of note. No composer was considered worthy of the name until he had written an opera. a worthy champion (= one who deserved to win) He felt he was not worthy of her.2. [usually before noun] having qualities that deserve your respect, attention or admiration; deserving: The money we raise will be going to a very worthy cause. a worthy member of the team3. having good qualities but not very interesting or exciting: her worthy but dull husband4. ~ of sb/sth typical of what a particular person or thing might do, give, etc.: He gave a speech that was worthy of Martin Luther King.5. -worthy (in compounds) deserving, or suitable for, the thing mentioned: trustworthy roadworthyexpensenoun1.. [U] the money that you spend on sth: The garden was transformed at great expense. No expense was spared(= they spent as much money as was needed) to make the party a success. He’s arranged everything, no expense spared. She always travels first-class regardless of expense. The results are well worth the expense. 2.[C, usually sing.] something that makes you spend money: Running a car is a big expense. 3. expenses [pl.] money spent in doing a particular job, or for a particular purpose: living / household / medical / legal, etc. expenses Can I give you something towards expenses? financial help to meet the expenses of an emergency The payments he gets barely cover his expenses. 4. expenses [pl.] money that you spend while you are working that your employer will pay back to you later: You can claim back your travelling / travel expenses. (BrE) to take a client out for a meal on expenses an all-expenses-paid tripat sb’s expense1. paid for by sb: We were taken out for a meal at the company’s expense.2. if yo u make a joke at sb’s expense, you laugh at them and make them feel sillyat the expense of sb/sth with loss or damage to sb/sth: He built up the business at the expense of his health. an education system that benefits bright children at the expense of those who are slower to learngo to the expense of sth / of doing sth | go to a lot of, etc. expense to spend money on sth: They went to all the expense of redecorating the house and then they moved.put sb to the expense of sth / of doing sth | put sb to a lot of, etc. expense to make sb spend money on sth: Their visit put us to a lot of expense.broadcastverb (broadcast, broadcast)1. to send out programmes on television or radio: [vn] The concert will be broadcast live (= at the same time as it takes place) tomorrow evening. Most of the programmes are broadcast in English. [v] They began broadcasting in 1922. 2. [vn] to tell a lot of people about sth: I don’t like to broadcast the fact that my father ownsthe company.noun a radio or television programme: (BrE) a party political broadcast (= for example, before an election) We watched a live broadcast of the speech (= one shown at the same time as the speech was made).relyverb (relies, relying, relied, relied)rely on / upon sb/sth1.. to need or depend on sb/sth: As babies, we rely entirely on others for food. [+ to inf] These days we rely heavily on computers to organize our work. [+ -ing] The industry relies on the price of raw materials remaining low.2. to trust or have faith in sb/sth: You should rely on your own judgement. [+ to inf] You can rely on me to keep your secret. He can’t be relied on to tell the truth.generateverb [vn] to produce or create sth: to generate electricity / heat / power to generate income / profit We need someone to generate new ideas. The proposal has generated a lot of interest.responsenoun ~ (to sb/sth)1.. [C, U] a spoken or written answer: She made no response. In response to your inquiry ... I received an encouraging response to my advertisement.2. [C, U] a reaction to sth that has happened or been said: The news provoked an angry response. a positive response I knocked on the door but there was no response. The product was developed in response to customer demand. There has been little response to our appeal for funds. We sent out over 1.. 000 letters but the response rate has been low (= few people replied).3. [C, usually pl.] a part of a church service that the people sing or speak as an answer to the part that the priest sings or speaksrefreshverb1.. [vn] to make sb feel less tired or less hot: The long sleep had refreshed her. The following morning she awoke refreshed. He refreshed himself with a cool shower.2.[vn] (informal, especially NAmE) to fill sb’s glass or cup again: Let me refresh your glass. He went into the kitchen to refresh their drinks.3.[vn] ~ your / sb’s memory to remind yourself/sb of sth, especially with the help of sth that can be seen or heard: He had to refresh his memory by looking at his notes.4. (computing) to get the most recent information, for example on an Internet page, by clicking on a button on the screen: [vn] Click here to refresh this document. [v] The page refreshes automatically.murdernoun,1. [U, C] the crime of killing sb deliberately: He was found guilty of murder. She has been charged with the attempted murder of her husband. to commit (a) murder a murder case / investigation / trial The rebels were responsible for the mass murder of 4.00 civilians. What was the murder weapon? The play is a murder mystery.2. [U] (informal) used to describe sth that is difficult or unpleasant: It’s murder trying to get to the airport at this time of day. It was murder (= very busy and unpleasant) in the office today.get away with murder (informal, often humorous) to do whatever you want without being stopped or punished verb [vn]1.. to kill sb deliberately and illegally: He denies murdering his wife’s lover. The murdered woman was well known in the area.2. to spoil sth because you do not do it very well: Critics accused him of murdering the English language (= writing or speaking it very badly).I could murder a ...(informal, especially BrE) used to say that you very much want to eat or drink sth: I could murder a beer.sb will murder you (informal) used to warn sb that another person will be very angry with themfluentadj.1. ~ (in sth) able to speak, read or write a language, especially a foreign language, easily and well: She’s fluent in Polish. a fluent speaker / reader ‘Can he speak German?’ ‘Yes, he’s fluent.’2.(of a language, especially a foreign language) expressed easily and well: He speaks fluent Italian.3. (of an action) done in a smooth and skilful way: fluent handwriting fluent movementsappointverb1. ~ sb (to sth)| ~ sb (as) sth to choose sb for a job or position of responsibility: [vn] They have appointed a new head teacher at my son’s school. She has recently been appointed to the committee. [vn-n] They appointed him (as) captain of the English team. [vn to inf] A lawyer was appointed to represent the child.2.[vn] [usually passive] (formal) to arrange or decide on a time or place for doing sth:A date for the meeting is still to be appointed. Everyone was assembled at the appointed time.raiseverbMOVE UPW ARDS1. [vn] to lift or move sth to a higher level: She raised the gun and fired. He raised a hand in greeting. She raised her eyes from her work.2. [vn] to move sth/sb/yourself to a vertical position: Somehow we managed to raise her to her feet. He raised himself up on one elbow.INCREASE3. [vn] ~ sth (to sth) to increase the amount or level of sth: to raise salaries / prices / taxes They raised their offer to $500. We need to raise public awareness of the issue. How can we raise standards in schools? Don’t tell her about the job until you know for sure—we don’t want to raise her hopes (= make her hope too much). I’ve never heard him even raise his voice (= speak louder because he was angry).COLLECT MONEY / PEOPLE4. [vn] to bring or collect money or people together; to manage to get or form sth: to raise a loan We are raising money for charity. He set about raising an army.MENTION SUBJECT5. [vn] to mention sth for people to discuss or sb to deal with: The book raises many important qu estions. I’m glad you raised the subject of money.CAUSEraise a / your hand against / to sb to hit or threaten to hit sbraise your eyebrows (at sth) [often passive] to show that you disapprove of or are surprised by sth: Eyebrows were raised when he arrived without his wife.raise your glass (to sb)to hold up your glass and wish sb happiness, good luck, etc. before you drinkraise hell(informal) to protest angrily, especially in a way that causes trouble for sbraise the roof to produce or make sb produce a lot of noise in a building, for example by shouting or cheering: Their cheers raised the roof.raise sb’s spirits to make sb feel more cheerful or brave; cheer sb up: The sunny weather raised my spirits a little. raise sth to sb/sth to build or place a statue, etc. somewhere in honour or memory of sb/sth: The town raised a memorial to those killed in the war.dialnoun,1.. the face of a clock or watch, or a similar control on a machine, piece of equipment or vehicle that shows a measurement of time, amount, speed, temperature, etc.:an alarm clock with a luminous dial Check the tyre pressure on the dial.2. the round control on a radio, cooker/stove, etc. that you turn in order to adjust sth, for example to choose a particular station or to choose a particular temperature3.the round part on some older telephones, with holes for the fingers, that you move around to call a particular numberverb (-ll-, NAmE -l-) to use a telephone by pushing buttons or turning the dial to call a number: [vn] He dialled the number and waited. Dial 003.3. for France. [also v]matureadj. maturer is occasionally used instead of more matureSENSIBLE1. (of a child or young person) behaving in a sensible way, like an adult: Jane is very mature for her age. a mature and sensible attitudeFULL Y GROWN2. (of a person, a tree, a bird or an animal) fully grown and developed: sexually mature a mature oak / eagle / elephantWINE / CHEESE3. developed over a period of time to produce a strong, rich flavourNO LONGER YOUNG4. used as a polite or humorous way of saying that sb is no longer young: clothes for the mature woman a man of mature yearsWORK OF ART5.created late in an artist’s life and showing great understanding and skillfashionnoun1.. [U, C] a popular style of clothes, hair, etc. at a particular time or place; the state of being popular: dressed in the latest fashion the new season’s fashions Long skirts have come into fashion again. Jeans are still in fashion. Some styles never go out of fashion.2.[C] a popular way of behaving, doing an activity, etc.: The fashion at the time was for teaching mainly the written language. Fashions in art and literature come and go.3. [U] the business of making or selling clothes in new and different styles: a fashion designer / magazine / show the world of fashion the fashion industryafter a fashion to some extent, but not very well: I can play the piano, after a fashion. ‘Do you speak French?’ ‘After a fashion.’after the fashion of sb/sth (formal) in the style of sb/sth: The new library is very much after the fashion of Nash.in (a) ... fashion (formal) in a particular way: How could they behave in such a fashion? She was proved right, in dramatic fashion, when the whole department resigned.like it’s g oing out of fashion(informal) used to emphasize that sb is doing sth or using sth a lot: She’s been spending money like it’s going out of fashion.banverb (-nn-) [vn]1.. to decide or say officially that sth is not allowed: Chemical weapons are banned internationally. a campaign to ban smoking in public places2. [usually passive] ~ sb from sth / from doing sth to order sb not to do sth, go somewhere, etc., especially officially: He was banned from the meeting. She’s been banned from leaving Greece while the allegations are investigated. (BrE) He was banned from driving for six months.promoteverb [vn]1.. to help sth to happen or develop; encourage: policies to promote economic growth a campaign to promote awareness of environmental issues2. ~ sth (as sth) to help sell a product, service, etc. or make it more popular by advertising it or offering it at a special price: The band has gone on tour to promote their new album. The area is being promoted as a tourist destination.3. ~ sb (from sth) (to sth) [often passive] to move sb to a higher rank or more senior job: She worked hard and was soon promoted. He has been promoted to sergeant.4. ~ sth (from sth) (to sth) to move a sports team from playing with one group of teams to playing in a better group: They were promoted to the First Division last season.bewareverb ~ (of sb/sth / of doing sth) (used only in infinitives and in orders) if you tell sb to beware, you are warning them that sb/sth is dangerous and that they should be careful: [v] Motorists have been warned to beware of icy roads. Beware of saying anything that might reveal where you live. [vn] It’s a great place for swimming, but beware dangerous currents. [also v -ing]consumernoun a person who buys goods or uses services: consumer demand / choice / rights Health-conscious consumers want more information about the food they buy. a consumer society (= one where buying and selling is considered to be very important) providers and consumers of public services Tax cuts will boost consumer confidence after the re。
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Unit 5 Inside advertising词语学习人教版必修9
Unit 5 Inside advertisingPart Two: Teaching ResourcesSection 3: Words and expressions from Unit 5 Inside advertisingverb1.. ~ sb (of / about sth) to tell sb about sth, especially in an official way: [vn] Please inform us ofany changes of address. The leaflet informs customers about healthy eating. He went to informthem of his decision. Inform me at once if there are any changes in her condition. Have thepolice been informed? [vn that] I have been reliably informed (= somebody I trust has told me)that the couple will marry next year. A notice informed the guests that formal dress was required.I am pleased to inform you that you have won first prize in this month’s competition. [vn speech]‘He’s already left,’ she informed us. 2. [vn] ~ yourself (of / about sth) to find out information aboutsth: We need time to inform ourselves thoroughly of the problem.3.[vn] (formal) to have aninfluence on sth: Religion informs every aspect of their lives. These guidelines will be used toinform any future decisions.inform on sb to give information to the police or sb in authority about the illegal activities of sb:He informed on his own brother.featurenoun[C]1. something important, interesting or typical of a place or thing: An interesting feature of the city is the old market. Teamwork is a key feature of the training programme. Which features do you look for when choosing a car? The software has no particular distinguishing features. geographical features2.[usually pl.] a part of sb’s fac e such as their nose, mouth and eyes: his strong handsome features Her eyes are her most striking feature.3. ~ (on sb/sth) (in newspapers, on television, etc.) a special article or programme about sb/sth: a special feature on education verb1.[vn] ~ sb/sth (as sb/sth) to include a particular person or thing as a special feature: The film features Cary Grant as a professor. The latest model features alloy wheels and an electronic alarm. Many of the hotels featured in the brochure offer special deals for weekend breaks.2. [v] ~ (in sth) to have an important part in sth: Olive oil and garlic feature prominently in his recipes. worthyadj. (worthier, worthiest)1.. ~ (of sb/sth) (formal) having the qualities that deserve sb/sth: to be worthy of attention A number of the report’s findings are worthy of note. No composer was considered worthy of the name until he had written an opera. a worthy champion (= one who deserved to win) He felt he was not worthy of her.2.[usually before noun] having qualities that deserve your respect, attention or admiration; deserving: The money we raise will be going to a very worthy cause. a worthy member of the team3.having good qualities but not very interesting or exciting: her worthy but dull husband4. ~ of sb/sth typical of what a particular person or thing might do, give, etc.: He gave a speech that was worthy of Martin Luther King.5.-worthy (in compounds)deserving, or suitable for, the thing mentioned: trustworthy roadworthyexpensenoun1.. [U] the money that you spend on sth: The garden was transformed at great expense. No expense was spared (= they spent as much money as was needed) to make the party a success. He’s arranged everything, no expense spared. She always travels first-class regardless of expense. The results are well worth the expense.2. [C, usually sing.] something that makes you spend money: Running a car is a big expense.3. expenses [pl.] money spent in doing a particular job, or for a particular purpose: living / household / medical / legal, etc. expenses Can I give you something towards expenses? financial help to meet the expenses of an emergency The payments he gets barely cover his expenses.4. expenses [pl.] money that you spend while you are working that your employer will pay back to you later: You can claim back your travelling / travel expenses. (BrE) to take a client out for a meal on expenses an all-expenses-paid tripat sb’s expense1. paid for by sb: We were taken out for a meal at the company’s expense.2. if you make a joke at sb’s expense, you laugh at them and make them feel sillyat the expense of sb/sth with loss or damage to sb/sth: He built up the business at the expense of his health. an education system that benefits bright children at the expense of those who are slower to learngo to the expense of sth / of doing sth | go to a lot of, etc. expense to spend money on sth: They went to all the expense of redecorating the house and then they moved.put sb to the expense of sth / of doing sth | put sb to a lot of, etc. expense to make sb spend money on sth: Their visit put us to a lot of expense.broadcastverb (broadcast, broadcast)1. to send out programmes on television or radio: [vn] The concert will be broadcast live (= at the same time as it takes place) tomorrow evening. Most of the programmes are broadcast in English. [v] They began broadcasting in 1922. 2. [vn] to tell a lot of people about sth: I don’t like to broadcast the fact that my father owns the company.noun a radio or television programme: (BrE) a party political broadcast (= for example, before an election) We watched a live broadcast of the speech (= one shown at the same time as the speech was made).relyverb (relies, relying, relied, relied)rely on / upon sb/sth1.. to need or depend on sb/sth: As babies, we rely entirely on others for food. [+ to inf] These days we rely heavily on computers to organize our work. [+ -ing] The industry relies on the price of raw materials remaining low.2. to trust or have faith in sb/sth: You should rely on your own judgement. [+ to inf] You can rely on me to keep your secret. He can’t be relied on to tell the truth.generateverb [vn] to produce or create sth: to generate electricity / heat / power to generate income /profit We need someone to generate new ideas. The proposal has generated a lot of interest. responsenoun ~ (to sb/sth)1.. [C, U] a spoken or written answer: She made no response. In response to your inquiry (I)received an encouraging response to my advertisement. 2.[C, U] a reaction to sth that has happened or been said: The news provoked an angry response. a positive response I knocked on the door but there was no response. The product was developed in response to customer demand. There has been little response to our appeal for funds. We sent out over 1.. 000 letters but the response rate has been low (= few people replied). 3. [C, usually pl.] a part of a church service that the people sing or speak as an answer to the part that the priest sings or speaks refreshverb1.. [vn] to make sb feel less tired or less hot: The long sleep had refreshed her. The following morning she awoke refreshed. He refreshed himself with a cool shower.2.[vn] (informal, especially NAmE) to fill sb’s glass or cup again: Let me refresh your glass. He went into the kitchen to refresh their drinks.3.[vn] ~ your / sb’s memory to remind yourself/sb of sth, especially with the help of sth that can be seen or heard: He had to refresh his memory by looking at his notes.4. (computing) to get the most recent information, for example on an Internet page, by clicking ona button on the screen: [vn] Click here to refresh this document. [v] The page refreshes automatically.murdernoun,1.[U, C] the crime of killing sb deliberately: He was found guilty of murder. She has been charged with the attempted murder of her husband. to commit (a) murder a murder case / investigation / trial The rebels were responsible for the mass murder of 4.00 civilians. What was the murder weapon? The play is a murder mystery.2. [U] (informal) used to describe sth that is difficult or unpleasant: It’s murder trying to get to the airport at this time of day. It was murder (= very busy and unpleasant) in the office today.get away with murder (informal, often humorous) to do whatever you want without being stopped or punishedverb [vn]1.. to kill sb deliberately and illegally: He denies murdering his wife’s lover. The murdered woman was well known in the area.2.to spoil sth because you do not do it very well: Critics accused him of murdering the English language (= writing or speaking it very badly).I could murder a ...(informal, especially BrE) used to say that you very much want to eat or drink sth: I could murder a beer.sb will murder you (informal) used to warn sb that another person will be very angry with them fluentadj.1. ~ (in sth) able to speak, read or write a language, especially a foreign language, easily and well: She’s fluent in Polish. a fluent speaker / reader ‘Can he speak German?’ ‘Yes, he’s fluent.’2. (of a language, especially a foreign language) expressed easily and well: He speaks fluent Italian.3. (of an action) done in a smooth and skilful way: fluent handwriting fluent movements appointverb1. ~ sb (to sth)| ~ sb (as) sth to choose sb for a job or position of responsibility: [vn] They have appointed a new head teacher at my son’s school. She has recently been appointed to the committee. [vn-n] They appointed him (as) captain of the English team. [vn to inf] A lawyer was appointed to represent the child.2. [vn] [usually passive] (formal) to arrange or decide on a time or place for doing sth:A date for the meeting is still to be appointed. Everyone was assembled at the appointed time.raiseverbMOVE UPW ARDS1. [vn] to lift or move sth to a higher level: She raised the gun and fired. He raised a hand in greeting. She raised her eyes from her work.2. [vn] to move sth/sb/yourself to a vertical position: Somehow we managed to raise her to her feet. He raised himself up on one elbow.INCREASE3. [vn] ~ sth (to sth) to increase the amount or level of sth: to raise salaries / prices / taxes They raised their offer to $500. We need to raise public awareness of the issue. How can we raise standards in schools? Don’t tell her about the job until you know for sure—we don’t want to raise her hopes (= make her hope too much). I’ve never heard him even raise his voice (= speaklouder because he was angry).COLLECT MONEY / PEOPLE4. [vn] to bring or collect money or people together; to manage to get or form sth: to raise a loan We are raising money for charity. He set about raising an army.MENTION SUBJECT5. [vn] to mention sth for people to discuss or sb to deal with: The book raises many important qu estions. I’m glad you raised the subject of money.CAUSEraise a / your hand against / to sb to hit or threaten to hit sbraise your eyebrows (at sth) [often passive] to show that you disapprove of or are surprised by sth: Eyebrows were raised when he arrived without his wife.raise your glass (to sb)to hold up your glass and wish sb happiness, good luck, etc. before you drinkraise hell(informal) to protest angrily, especially in a way that causes trouble for sbraise the roof to produce or make sb produce a lot of noise in a building, for example by shouting or cheering: Their cheers raised the roof.raise sb’s spirits to make sb feel more cheerful or brave; cheer sb up: The sunny weather raised my spirits a little.raise sth to sb/sth to build or place a statue, etc. somewhere in honour or memory of sb/sth: The town raised a memorial to those killed in the war.dialnoun,1.. the face of a clock or watch, or a similar control on a machine, piece of equipment or vehicle that shows a measurement of time, amount, speed, temperature, etc.:an alarm clock with a luminous dial Check the tyre pressure on the dial.2. the round control on a radio, cooker/stove, etc. that you turn in order to adjust sth, for example to choose a particular station or to choose a particular temperature3. the round part on some older telephones, with holes for the fingers, that you move around to call a particular numberverb (-ll-, NAmE -l-) to use a telephone by pushing buttons or turning the dial to call a number: [vn] He dialled the number and waited. Dial 003.3. for France. [also v]matureadj. maturer is occasionally used instead of more matureSENSIBLE1. (of a child or young person) behaving in a sensible way, like an adult: Jane is very mature for her age. a mature and sensible attitudeFULL Y GROWN2. (of a person, a tree, a bird or an animal) fully grown and developed: sexually mature a mature oak / eagle / elephantWINE / CHEESE3. developed over a period of time to produce a strong, rich flavourNO LONGER YOUNG4. used as a polite or humorous way of saying that sb is no longer young: clothes for the maturewoman a man of mature yearsWORK OF ART5.created late in an artist’s life and showing great understanding and skillfashionnoun1.. [U, C] a popular style of clothes, hair, etc. at a particular time or place; the state of being popular: dressed in the latest fashion the new season’s fashions Long skirts have come into fashion again. Jeans are still in fashion. Some styles never go out of fashion.2. [C] a popular way of behaving, doing an activity, etc.: The fashion at the time was for teaching mainly the written language. Fashions in art and literature come and go.3. [U] the business of making or selling clothes in new and different styles: a fashion designer / magazine / show the world of fashion the fashion industryafter a fashion to some extent, but not very well: I can play the piano, after a fashion. ‘Do you speak French?’ ‘After a fashion.’after the fashion of sb/sth (formal) in the style of sb/sth: The new library is very much after the fashion of Nash.in (a) ... fashion (formal) in a particular way: How could they behave in such a fashion? She was proved right, in dramatic fashion, when the whole department resigned.like it’s g oing out of fashion(informal) used to emphasize that sb is doing sth or using sth a lot: She’s been spending money like it’s going out of fashion.banverb (-nn-) [vn]1.. to decide or say officially that sth is not allowed: Chemical weapons are banned internationally.a campaign to ban smoking in public places 2. [usually passive] ~ sb from sth / from doing sth to order sb not to do sth, go somewhere, etc., especially officially: He was banned from the meeting. She’s been banned from leaving Greece w hile the allegations are investigated. (BrE) He was banned from driving for six months.promoteverb [vn]1.. to help sth to happen or develop; encourage: policies to promote economic growth a campaign to promote awareness of environmental issues2. ~ sth (as sth) to help sell a product, service, etc. or make it more popular by advertising it or offering it at a special price: The band has gone on tour to promote their new album. The area is being promoted as a tourist destination.3. ~ sb (from sth) (to sth) [often passive] to move sb to a higher rank or more senior job: She worked hard and was soon promoted. He has been promoted to sergeant.4. ~ sth (from sth) (to sth) to move a sports team from playing with one group of teams to playing in a better group: They were promoted to the First Division last season.bewareverb ~ (of sb/sth / of doing sth) (used only in infinitives and in orders) if you tell sb to beware, you are warning them that sb/sth is dangerous and that they should be careful: [v] Motorists have been warned to beware of icy roads. Beware of saying anything that might reveal where you live. [vn] It’s a great place for swimming, but beware dangerous currents. [also v -ing]consumernoun a person who buys goods or uses services: consumer demand / choice / rights Health-conscious consumers want more information about the food they buy. a consumer society (= one where buying and selling is considered to be very important) providers and consumers of public services Tax cuts will boost consumer confidence after the re。
高中英语Unit 5 Inside advertising词语学习人教版必修9
Unit 5 Inside advertisingPart Two: Teaching ResourcesSection 3: Words and expressions from Unit 5 Inside advertisingverb1.. ~ sb (of / about sth) to tell sb about sth, especially in an official way: [vn] Please inform us of any changes of address. The leaflet informs customers about healthy eating. He went to inform them of his decision. Inform me at once if there are any changes in her condition. Have the police been informed? [vn that] I have been reliably informed (= somebody I trust has told me) that the couple will marry next year. A notice informed the guests that formal dress was required. I am pleased to inform you that you have won first prize in this month’s competition. [vn speech] ‘He’s already left,’ she informed us.2. [vn] ~ yourself (of / about sth) to find out information about sth: We need time to inform ourselves thoroughly of the problem.3.[vn] (formal) to have an influence on sth: Religion informs every aspectof their lives. These guidelines will be used to inform any future decisions.inform on sb to give information to the police or sb in authority about the illegal activities of sb: He informed on his own brother.featurenoun[C]1.something important, interesting or typical of a place or thing: An interesting feature of the city is the old market. Teamwork is a key feature of the training programme. Which features do you look for when choosing a car? The software has no particular distinguishing features. geographical features2.[usually pl.] a part of sb’s fac e such as their nose, mouth and eyes: his strong handsome features Her eyes are her most striking feature.3.~ (on sb/sth) (in newspapers, on television, etc.) a special article or programme about sb/sth: a special feature on educationverb1. [vn] ~ sb/sth (as sb/sth) to include a particular person or thing as a special feature: The film features Cary Grant as a professor. The latest model features alloy wheels andan electronic alarm. Many of the hotels featured in the brochure offer special deals for weekend breaks. 2.[v] ~ (in sth) to have an important part in sth: Olive oil and garlic feature prominently in his recipes.worthyadj. (worthier, worthiest)1.. ~ (of sb/sth) (formal) having the qualities that deserve sb/sth: to be worthy of attention A number of the report’s findings are worthy of note. No composer was considered worthy of the name until he had written an opera. a worthy champion (= one who deserved to win) He felt he was not worthy of her.2. [usually before noun] having qualities that deserve your respect, attention or admiration; deserving: The money we raise will be going to a very worthy cause. a worthy member of the team3.having good qualities but not very interesting or exciting: her worthy but dull husband4. ~ of sb/sth typical of what a particular person or thing might do, give, etc.: He gave a speech that was worthy of Martin Luther King.5. -worthy (in compounds) deserving, or suitable for, the thing mentioned: trustworthy roadworthyexpensenoun1.. [U] the money that you spend on sth: The garden was transformed at great expense. No expense was spared (= they spent as much money as was needed) to make the party a success. He’s arranged everything, no expense spared. She always travels first-class regardless of expense. The results are well worth the expense.2.[C, usually sing.] something that makes you spend money: Running a car is a big expense.3. expenses [pl.] money spent in doing a particular job, or for a particular purpose: living / household / medical / legal, etc. expenses Can I give you something towards expenses? financial help to meet the expenses of an emergency The payments he gets barely cover his expenses.4.expenses [pl.] money that you spend while you are working that your employer will pay back to you later: You can claim back your travelling / travel expenses. (BrE) to take a client out for a meal on expenses an all-expenses-paid tripat sb’s expense1. paid for by sb: We were taken out for a meal at the company’s expense.2. if yo u make a joke at sb’s expense,you laugh at them and make them feel sillyat the expense of sb/sth with loss or damage to sb/sth: He built up the business at the expense of his health. an education system that benefits bright children at the expense of those who are slower to learngo to the expense of sth / of doing sth | go to a lot of, etc. expense to spend money on sth: They went to all the expense of redecorating the house and then they moved.put sb to the expense of sth / of doing sth | put sb to a lot of, etc. expense to make sb spend money on sth: Their visit put us to a lot of expense.broadcastverb (broadcast, broadcast)1. to send out programmes on television or radio: [vn] The concert will be broadcast live (= at the same time as it takes place) tomorrow evening. Most of the programmes are broadcast in English. [v] They began broadcasting in 1922.2. [vn] to tell a lot of people about sth: I don’t like to broadcast the fact that my father owns the company.noun a radio or television programme: (BrE) a party political broadcast (= for example, before an election) We watched alive broadcast of the speech (= one shown at the same time as the speech was made).relyverb (relies, relying, relied, relied)rely on / upon sb/sth1.. to need or depend on sb/sth: As babies, we rely entirely on others for food. [+ to inf] These days we rely heavily on computers to organize our work. [+ -ing] The industry relies on the price of raw materials remaining low.2. to trust or have faith in sb/sth: You should rely on your own judgement. [+ to inf] You can rely on me to keep your secret. He can’t be relied on to tell the truth.generateverb [vn] to produce or create sth: to generate electricity / heat / power to generate income / profit We need someone to generate new ideas. The proposal has generated a lot of interest.responsenoun ~ (to sb/sth)1.. [C, U] a spoken or written answer: She made no response. In response to your inquiry ... I received an encouragingresponse to my advertisement. 2.[C, U] a reaction to sth that has happened or been said: The news provoked an angry response.a positive response I knocked on the door but there was no response. The product was developed in response to customer demand. There has been little response to our appeal for funds. We sent out over 1.. 000 letters but the response rate has been low (= few people replied). 3. [C, usually pl.] a part of a church service that the people sing or speak as an answer to the part that the priest sings or speaksrefreshverb1.. [vn] to make sb feel less tired or less hot: The long sleep had refreshed her. The following morning she awoke refreshed. He refreshed himself with a cool shower.2.[vn] (informal, especially NAmE) to fill sb’s glass or cup again: Let me refresh your glass. He went into the kitchen to refresh their drinks.3.[vn] ~ your / sb’s memory to remind yourself/sb of sth, especially with the help of sth that can be seen or heard: He had to refresh his memory by looking at his notes.4.(computing) to get the most recent information, for example on an Internet page, by clicking on a button onthe screen: [vn] Click here to refresh this document. [v] The page refreshes automatically.murdernoun,1. [U, C] the crime of killing sb deliberately: He was found guilty of murder. She has been charged with the attempted murder of her husband. to commit (a) murder a murder case / investigation / trial The rebels were responsible for the mass murder of 4.00 civilians. What was the murder weapon? The play is a murder mystery.2. [U] (informal) used to describe sth that is difficult or unpleasant: It’s murder trying to get to the airport at this time of day. It was murder (= very busy and unpleasant) in the office today. get away with murder (informal, often humorous) to do whatever you want without being stopped or punishedverb [vn]1.. to kill sb deliberately and illegally: He denies murdering his wife’s lover. The murdered woman was well known in the area.2. to spoil sth because you do not do it very well: Critics accused him of murdering the English language (= writing or speaking it very badly).I could murder a ...(informal, especially BrE) used to say that you very much want to eat or drink sth: I could murder a beer.sb will murder you (informal) used to warn sb that another person will be very angry with themfluentadj.1.~ (in sth) able to speak, read or write a language, especially a foreign language, easily and well: She’s fluent in Polish. a fluent speaker / reader ‘Can he speak German?’ ‘Yes, he’s fluent.’2.(of a language, especially a foreign language) expressed easily and well: He speaks fluent Italian.3. (of an action) done in a smooth and skilful way: fluent handwriting fluent movementsappointverb1. ~ sb (to sth)| ~ sb (as) sth to choose sb for a job or position of responsibility: [vn] They have appointed a new head teacher at my son’s school. She has recently been appointed to the committee. [vn-n] They appointed him (as)captain of the English team. [vn to inf] A lawyer was appointed to represent the child. 2. [vn] [usually passive] (formal) to arrange or decide on a time or place for doing sth: A date for the meeting is still to be appointed. Everyone was assembled at the appointed time.raiseverbMOVE UPWARDS1.[vn] to lift or move sth to a higher level: She raised the gun and fired. He raised a hand in greeting. She raised her eyes from her work.2.[vn] to move sth/sb/yourself to a vertical position: Somehow we managed to raise her to her feet. He raised himself up on one elbow.INCREASE3.[vn] ~ sth (to sth) to increase the amount or level of sth: to raise salaries / prices / taxes They raised their offer to $500. We need to raise public awareness of the issue. How can we raise standards in schools? Don’t tell her about the job until you know for sure—we don’t want to raise her hopes (= make her hope too much). I’ve never heard him evenraise his voice (= speak louder because he was angry). COLLECT MONEY / PEOPLE4. [vn] to bring or collect money or people together; to manage to get or form sth: to raise a loan We are raising money for charity. He set about raising an army. MENTION SUBJECT5. [vn] to mention sth for people to discuss or sb to deal with: The book raises many important qu estions. I’m glad you raised the subject of money.CAUSEraise a / your hand against / to sb to hit or threaten to hit sbraise your eyebrows (at sth) [often passive] to show that you disapprove of or are surprised by sth: Eyebrows were raised when he arrived without his wife.raise your glass (to sb)to hold up your glass and wish sb happiness, good luck, etc. before you drinkraise hell(informal) to protest angrily, especially in a way that causes trouble for sbraise the roof to produce or make sb produce a lot of noise in a building, for example by shouting or cheering: Theircheers raised the roof.raise sb’s spirits to make sb feel more cheerful or brave; cheer sb up: The sunny weather raised my spirits a little. raise sth to sb/sth to build or place a statue, etc. somewhere in honour or memory of sb/sth: The town raised a memorial to those killed in the war.dialnoun,1.. the face of a clock or watch, or a similar control on a machine, piece of equipment or vehicle that shows a measurement of time, amount, speed, temperature, etc.: an alarm clock with a luminous dial Check the tyre pressure on the dial.2.the round control on a radio, cooker/stove, etc. that you turn in order to adjust sth, for example to choosea particular station or to choose a particular temperature3. the round part on some older telephones, with holes for the fingers, that you move around to call a particular number verb (-ll-, NAmE -l-) to use a telephone by pushing buttons or turning the dial to call a number: [vn] He dialled the number and waited. Dial 003.3. for France. [also v]matureadj. maturer is occasionally used instead of more mature SENSIBLE1. (of a child or young person) behaving in a sensible way, like an adult: Jane is very mature for her age. a mature and sensible attitudeFULLY GROWN2.(of a person, a tree, a bird or an animal) fully grown and developed: sexually mature a mature oak / eagle / elephant WINE / CHEESE3. developed over a period of time to produce a strong, rich flavourNO LONGER YOUNG4. used as a polite or humorous way of saying that sb is no longer young: clothes for the mature woman a man of mature yearsWORK OF ART5.created late in an artist’s life and showing great understanding and skillfashionnoun1.. [U, C] a popular style of clothes, hair, etc. at aparticular time or place; the state of being popular: dressed in the latest fashion the new season’s fashions Long skirts have come into fashion again. Jeans are still in fashion. Some styles never go out of fashion. 2. [C] a popular way of behaving, doing an activity, etc.: The fashion at the time was for teaching mainly the written language. Fashions in art and literature come and go. 3.[U] the business of making or selling clothes in new and different styles: a fashion designer / magazine / show the world of fashion the fashion industryafter a fashion to some extent, but not very well: I can play the piano, after a fashion. ‘Do you speak French?’ ‘After a fashion.’after the fashion of sb/sth (formal) in the style of sb/sth: The new library is very much after the fashion of Nash.in (a) ... fashion (formal) in a particular way: How could they behave in such a fashion? She was proved right, in dramatic fashion, when the whole department resigned.like it’s g oing out of fashion(informal) used to emphasize that sb is doing sth or using sth a lot: She’s been spending money like it’s going out of fashion.banverb (-nn-) [vn]1.. to decide or say officially that sth is not allowed: Chemical weapons are banned internationally. a campaign to ban smoking in public places2. [usually passive] ~ sb from sth / from doing sth to order sb not to do sth, go somewhere, etc., especially officially: He was banned from the meeting. She’s been banned from leaving Greece w hile the allegations are investigated. (BrE) He was banned from driving for six months.promoteverb [vn]1.. to help sth to happen or develop; encourage: policies to promote economic growth a campaign to promote awareness of environmental issues2.~ sth (as sth) to help sell a product, service, etc. or make it more popular by advertising it or offering it at a special price: The band has gone on tour to promote their new album. The area is being promoted as a tourist destination.3.~ sb (from sth) (to sth) [often passive] to move sb to a higher rank or more senior job: She worked hard and was soon promoted. He has been promoted tosergeant. 4. ~ sth (from sth) (to sth) to move a sports team from playing with one group of teams to playing in a better group: They were promoted to the First Division last season. bewareverb ~ (of sb/sth / of doing sth) (used only in infinitives and in orders) if you tell sb to beware, you are warning them that sb/sth is dangerous and that they should be careful: [v] Motorists have been warned to beware of icy roads. Beware of saying anything that might reveal where you live. [vn] It’s a great place for swimming, but beware dangerous currents. [also v -ing]consumernoun a person who buys goods or uses services: consumer demand / choice / rights Health-conscious consumers want more information about the food they buy. a consumer society (= one where buying and selling is considered to be very important) providers and consumers of public services Tax cuts will boost consumer confidence after the re。
高中英语 Unit5Inside advertising-Reading课件 新人教选修9
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.
Hale Waihona Puke On billboards
In magazines
Advertisements
WHERE?
At the airport
On TV
At the cinema
On buses
On the radio In train stations
Compare advertisements
Compare the two advertisements, which one is easier for you to remember? Why?
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.
2. Super Shooze
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.
高中英语Unit 5 Inside advertising背景知识人教版必修9
Unit 5 Inside advertisingPart Two: Teaching ResourcesSection 2: Background information for Unit 5 Inside advertisement 1. 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, theysimply 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 testimonyof 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 advertisershope 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 aproduct. 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 Fitnessbecoming 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 seemequally 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 extremelyheavy-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 knowthat 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 examplethrough 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 strategy sho uld 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.。
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 Unit5Inside advertising-Reading课件 新人教选修9.ppt
Detail reading
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?
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 hadn’t offered the free bottles.
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.
3. Where do they advertise? On TV and radio, in magazines and newspapers (also on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places).
高中英语 Unit 5《Inside advertising》Reading课件 新人教版选修9
B. What message does the advertisement give? If you wear our shoes you’ll have an exciting life, and be popular and have fun.
C. Do you think the message is true? Give reasons. No, because just wearing a certain brand of shoes won’t make you exciting, popular or have fun—it takes much more effort than that.
Read the text carefully and fill in the blanks with proper words.
How advertising works What is an An advertisement is a advertisement?1m__e_s_s_a_g_e_o_r_a_n_n__o_u_n_c_e_m_e_n_t
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.
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.
人教版高中英语Book 9 Unit 5 Inside advertising reading 教学课件共14张PPT含视频.pptx
Solution 3 Complaints organization 1.How does a consumer make a complaint about false advertising?
complain to the organization give reasons for the complaint
Homework
Make up a dialogue of a complaint on the phone between a consumer and a clerk in the complaints organization.
Keeping advertisers honest
• Problem + Fortunately, most countries...(过渡句)
2. Can you add more to the list?
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
Unit 5 Inside advertising
Using language
Keeping advertisers honest
Solutions The law Advertising organisation Complaints organization The consumer
What's the general idea of Para.1?
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Unit 5 In side advertis in g-read ingPart One: Teach ing Desig nPeriod 1: A sample less on pla n for readi ng(HOW ADVERTISING WORKS)AimsTo help students develop their readingabilityTo help stude nts lear n about advertis ingProceduresWarming up by defi ning advertis ingGood morning, class! Do you know what is advertis ing? Do know want to know some in side in formati on about advertis ing?ADVERTISING is a paid form of com muni cat ing a message by the use of various media. It is persuasive, in formative, and desig ned to in flue nee purchas ing behavior or thought patter ns.Now turn to page 42. We shall take HOW ADVERTISE WORKS today.■ Warming up by learn to use “advertise ”Advertise: (v. t.) To give no tice to; to inform or apprise; to no tify; to make known; hence, to warn; -- often followed by of before the subject of in formati on; as, to advertise a man of his loss.Advertise: (v. t.) To give public no tice of; to announce publicly, esp. bya printed notice; as, to advertise goods for sale, a lost article, the sailing day of a vessel, a political meet ing.■ Warming up by lookingandsayi ngWhat are these pictures for?Yes, they are for advertising goods. Could you say something about them? Could you make questi ons and an swers about these pictures?But first let ' s go to page 84 for some necessary information.I. Pre-read ingHere are some questio ns and an swers for the pictures I showed you just now.Read them and match them with the correct pictures. You may draw your own pictures to match them.Questi on1: What can be more terrible tha n watchi ng these ads?An swer1: You could get some one watch the ads for you.Questi on2: Why are the ads on this page so small?Answer2: I don't want people to die, I just want them to suffer.Question3: What can I do if I want to order some of these products?Answer3: You can seek for medical care, but it's probably too late already.Questi on7: What is the purpose of these silly colours you use?Answer7: Turn your monitor off and read the black text on the screen, then you'll know ...Question8: Is it true that you grow banana-threes in Finland? Answer8: Nope, the climate is too hot for them to survive.II. Reading for formsReadthe text HOWADVERTISINGWORKtSo: cut/ the sentence into thought groups, blacken the predicative, darken the connectives and underline all the useful expressions. HOW ADVERTISING WORKSDo you know how manyadvertisements /you are exposed to/ in your daily life?Every day ，we pass by advertisements/ on buses /and billboards ，on trains/and in train stations ，in shop windows, outside restaurants /and on publicnotice boards ．At home，we see advertisements/ in magazines/ and newspapers /and in the middle /of our favourite television programmes．We hear advertisements /on the radio/ and come across them /on the Internet ．Even some of the casual garments/ we wear/ have brand names/ attached to them /which turn us into walking advertisements. With so many messages /from advertisers/ filling our daily lives ，it is important to understand /how advertisements work ．Then /we can avoid being controlled by them ．What is an advertisement?An advertisement is a message/ or announcement/ that informs /or influences people ．It can use words ，pictures ，music/ or film/ to communicate its message．Adverts are not only made /and paid for by business ，but also by individuals ，organisations /and associations/ that wish to inform /or educate the public. How do advertisers make effective advertisements?Identify your targetAdvertisers must pay the media/ for displaying their ads. Their moneywould be wasted /if the message didn 't reach its target audience ，in other words the people /theadvertisement intends to persuade. For example ，adolescent boys are more likely to buy computer games/ than any other group ，so it makes sense/ to makecomputer gameads/ that appeal to this group ．Having identified the target group ，researchers find out as much as possible/ about those/ in the target group ，such as their likes /and dislikes, and howthe product would fit into their lives ．This information then/ forms the basis /for decisions /about what type of advertising techniques to use/ with this group ．Appeal to your targetIn order to persuade people to do something, advertisements often appeal to our hopes/ and dreams/ or our emotions ．For example，the one /on the right ，which advertises sports shoes，shows young people/ doing exciting things ．The colours/ and the flames /also suggest excitement ．The message/ it is sending is ：“Buy our shoes /and you'll live an exciting life /in the ‘fast lane '．” The ad above ，with the star in it, is for a new radio station ．Itappeals to people 's desire /to “ fit in ”/and be part of the group ．The message is ：“ Everyone else is listening /and if you want to be part of the group ，you'd better listen too. ”Some advertisements appeal to people 's desire/ to save money ．Others are more likely to be noticed/ if they are funny ．Ads/ that feature rich /andfamous people /will grab the attention of those/ who admire people /likethat ．Someadverts ，like the environmental protection advertisement /below, appeal to our conscience/ or our desire /to be worthy citizens ．Use a suitable mediumAs well as reaching the right audience /with the right technique, advertisersmust also place their ads/ in the right medium ．Obviously, cost will playa big part/ in this decision ．Television adverts are expensive to make/ and toshow ．You have to be a big corporation/ with a big budget/ to afford television ads．Advertisements/ in newspapers，on the other hand，are much cheaper ．As well as worrying about the expense，advertisers must also consider which media/are most appropriate for their product /and/ which their target audience is most likely to see /or hear ．Because most cars have radios ，ads broadcast via radio can reach a lot of drivers/ very easily ．For this reason ，it would be appropriate/ to use radio/ to advertise goods/ and services /relating to cars ．However，it would be no use advertising products /on radio/ if the ad relies on visual effects ．Television adverts are great for generating emotional responses/ to a product, but magazines/ and newspapers can give more detail ．How effective are advertisements?However good an advertisement is, people are unlikely to be persuaded /if the product is unsuitable for them ．For example ，no matter how good /an adfor a car stereo system is ，people /who don 't own cars are unlikely to runout /and buy one ．Look at the advertisements/ in this unit ．How many of the goods /or services suit your interests/ or lifestyle? Would really good advertising persuade you /to buy products/ and services/ you are not interested in /or have no use for?On the other hand ，being constantly exposed /to advertisements can help to change our opinions/ over time ．This is why governments/ all over the world/ pay a lot of money/ for ads /on such things/ as road safety ．They believe/these adverts will affect the way /people think about their driving habits/and will subseque ntly reduce the nu mber of road accide ntsIII. Copy ing expressi ons and making senten cesYou are asked to copy all the useful expressi ons into your no tebook afterclass as homework. You may make your own sentences with each of these expressi ons.reduce the nu mber of road accide ntsIV. Tran sformi ng in formatio nReadthe text again to find necessary information to complete the table below. HOW ADVERTISING WORKSWith so many messages from advertisers filling our daily lives , it is importa nt to un dersta nd how advertiseme nts work .What is an advertiseme nt?An advertiseme nt is amessage or announ ceme nt that in forms or in flue nces people .How do advertisers makeeffectiveadvertiseme nts?Ide ntify your targetAppeal to your target Usea suitable mediumHow effective areadvertiseme nts?However good anadvertiseme nt is, peopleare uniikely to be persuaded ifthe product is unsuitable forthem .On the other hand, being con stantly exposed toadvertiseme nts can help tochange our opinions over time .Look and find what is funny about these advertiseme nts.COST TO TRAVEL?' New Zealand阳K Days / 5I Tn'-i f Rourrti Irp皿品 / 颅刈皿&皿刖inmvpl N鮎俺Call Delores Additional MaterialsComplete the summary of the text with one word in each blank.An advertisement is a message ___1__ announcement __2___ informs or influences people ．__3___must pay the media for displaying their ads. In order to __4___ people to do something, __5___often appeal to our hopes and dreams __6___ ouremotions ．As __7___ as reaching the right audience with the right technique, __8___ must also place their __9___ in the right medium．However good an ___10__ is, people are unlikely to be __11___if the product is unsuitable for them．Onthe ___12__ hand，being constantly __13___ to advertisements can help to change our opinions __14___ time ．(Key: 1. or 2. that 3. Advertisers 4. persuade 5. advertisements 6. or 7. well 8.advertisers 9. ads 10. advertisement 11. persuaded 12. other 13.exposed 14. over )Notes to the special sentencesWith 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。