Reading(1)：Advertisements优秀课堂实录

高一英语常态课开课材料

M4 U1 Advertising 编者：钱乐宁

M4 U1 Advertising Part I: Oral Practice Question: How to express your opinion? Possible expressions for“我认为”：

In my opinion,…/In my judgement,…,/As for me,…/ As far as I am concerned,…/From my point of view,…/From my perspective,…/ It seems to me that…/Personally, …

Part II: Reading Task Fill in each blank with no more than one word according to the text. Paragraph outline Introduction Supporting details ★We got used to advertisements as they 1. _________ wherever we go. ★They persuade people into 2.__________ a product or service, or into believing in an idea.

Commercial ads

PSAs 3. ______ of ads Similarities

★People often find them in newspapers and magazines, on the Internet, radio and television. ★They use 4. _________ language and attractive pictures. ★Have to be paid. ★Be free of 7._________ ★5.___________ a product or ★Educate people about some service. problems that affect public 8.________ ★Play tricks on people and often don’t tell people the whole 6.

★Serve the people and help people

____________ live better lives.

★Do not fall for commercial ads. ★Think 9.________ before you take action to buy the promoted product or service. ★Be 10. __________ when facing advertisements. Differences Suggestions Part III: Reading Strategy——Reading expository writing

Tips: When you read a statement in expository writing, always look at the information that follows it. You should be able to find facts to support the idea.

Practise: Try to find the information and find out the right answer according to the paragraph.

【2015,安徽高考】“… In colonies(群体) that range in size from a few hundred to tens of millions, they organize their lives with a clear division of labor. Even more amazing is how they achieve this level of organization. Where we use sound and sight to communicate, ants depend primarily on pheromones(外激素), chemicals sent out by individuals and smelled or tasted by fellow members of their colony. When an ant finds food, it produces a pheromone that will lead others straight to where the food is. 1

高一英语常态课开课材料

M4 U1 Advertising 编者：钱乐宁

When an individual ant comes under attack or is dying, it sends out an alarm pheromone to warn the colony to prepare for a conflict as a defense unit…….”

Q: Ants can use pheromones for ________. A.

escape

B. communication

C. warning enemies

D. arranging labor Part IV：Further Information & Listening Listen to the tape and fill in the blanks with words or phrases. Advertising：1.__________ than feelings 广告: 仅仅是感情的眷顾

Admen have made a 2. ___________ guru of Daniel Kahneman, a prizewinning psychologist. FIRST, you 3. _______ it's a gorilla. The opening strains of Phil Collins's In the Air Tonight are playing; the beast is enraptured. As the camera pulls back, you see that he's 4. ________ at a drum kit. He flexes, raises his drumsticks, then brings them resoundingly down. Only 5.____________________ you discover that the gorilla is pitching Cadbury's Dairy Milk chocolate. The advert, 6.________ in 2007, should not have worked. Conventional wisdom doubted that a jolt of joy from a drumming primate, however rhythmically gifted, would spur sales of chocolate bars. A member of the team that developed the ad says that when it was passed to Millward Brown, the world's biggest tester of adverts, the firm found that it 7.________ poorly among women on its measures of awareness and brand appeal and about average among men. Yet Cadbury went ahead, and was rewarded with millions of online views, better perceptions of its brand and higher sales. Return on 8. ____________ was three times the 9.________ for packaged-goods marketing campaigns. Behind Cadbury's simian success was an unlikely 10. _________ 广告人成就了营销大师丹尼尔·卡尼曼，一个获奖的心理学家。

首先，你会意识到这是一只大猩猩。菲尔·克斯林令人心潮澎湃的著作《今晚夜空中》的旋律在回响，这只猩猩也随之眉飞色舞。

随着镜头的拉近，你会看到它坐在一套架子鼓旁，它弯下身体，举起它的鼓槌，一锤击下，全场轰动。只有在最后一幅画面你才会看出，大猩猩所代言的是吉百利牛奶巧克力。

该广告发布于2007年，本不该有如此效果。传统的智慧认为，灵长类动物击鼓带来的欢乐震撼，即使具有节奏天赋，也不会刺激巧克力棒的销售增加。

但开发广告的一位成员说，当把这份创意交给世界上最大的广告测试公司明略行之后，他们发现，相对意识和号召力这种创意的成功度在女人中效果更好，在男人中也保持均衡。于是，吉百利说干就干，获得数百万的网上观点，为该公司赢得了更好的声誉和更高的销售额。回报是为包装商品所做营销花费的三倍。

吉百利大猩猩的成功，来源于一种不太可能的灵感。

Part V: Additional Knowledge——Some Advertising slogans 1.

2.

3.

4.

5.

6.

Good to the last drop.(Maxwell) Come to where the flavor is ——Marlboro Country. (Marboro)

Time is what you make of it.(Swatch) Engineered to move the human spirit.(Mercedes-Benz) Focus on life.(Olympus) Take time to indulge.

(Nestlé Ice-cream) 2