Warming up、Pre-reading、Reading、Comprehendingppt配套的教学设计及说课稿

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？

●Repetition：Some advertisers concentrate on making sure their product is widely recognized. ●Bandwagon (潮流)：By implying that the product is widely used，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 to manipulating (操纵) emotion are used to get people to buy a product.Apart from artistic expression intended to provoke (驱使) an emotional reaction，three common argumentative appeals to 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 1/5

imagery to make it seem equally desirable.The use of attractive models，a practice known as sex in advertising，picturesque landscapes and other alluring images is common.Also used are “buzzwords” with desired associations.On a large scale，this is called branding. ●Advertising slogans：These can employ a variety of techniques；even a short phrase can have extremely heavy-handed technique. ●Controversy：As in the Benetton publicity campaign. ●Guerilla advertising：Advertising by association.Done in such a way so the target audience does not know that they have been advertised to，but their impression of the product is increased (or decreased) if that is the intent of the advertiser. 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 Ⅰ

Reading (Warming Up, Pre-reading，Reading & Comprehending) [语

言

基

础

自

测] 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 occasions 2．

vt.to tell sb.；to give sb.knowledge (of sth.) 3．

n．group of people joined together for a common purpose 4．

n．objective；result aimed at 5．

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 2/5

7．

adj.deserving respect or recognition

8．

n．spending of money，etc.；cost 9．

adj.concerned with or used in seeing 10．

vt.to produce；to cause to exist or occur 11．

n．answer；reaction

12．

vt.to make fresh again；to give new strength to (sb./sth.) 【答案】

1.casual

2.inform

3.association 4.target

5.feature

6.conscience

7.worthy 8.expense

9.visual

10.generate

11.response 12.refresh Ⅱ.短语填空

be exposed to；turn...into...；in other words；make sense；fit into；on the other hand；rely on；have no use for 1．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 words [教

材

语

篇

细

研] Ⅰ.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

C．newspapers 3/5 B．radio

3．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.B Ⅱ.阅读P42－43课文内容，完成下列表格

Definition An advertisement is a 1.

or an announcement that 2.

or influences people by using words，pictures，music or film. 3.

your target：Having identified the target group，researchers 4.

as much as possible about those in the target group. How to make advertisements Appeal to your target：Appeal to targets'5.

or their emotions.

Use a suitable 6.

：Advertisers consider which media are most 7.

for their product and which their target audience is most 8.

see or hear，as well as the cost. People are unlikely to be persuaded if the product is 9.

for How effective them no matter how good an advertisement is.

Making people constantly 10.

advertisements can help to change their opinions over time. 【答案】

1.message

2.informs

3.Identify 4.find out

5.hopes and dreams

6.medium 7.appropriate

8.likely to

9.unsuitable 4/5

10.exposed to Ⅲ.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 not interested in or have 10.

use for. 【答案】

1.informs

2.the

3.into

4.environmental 5.worthy

6.corporation

7.to afford

8.which

9.advertising

10.no 5/5