Objectives

By the end of this lesson,

you’ll be able to

◆ know the design, the idea and

the effect of advertisements;

◆ understand advertisement

development;

◆ discuss advertising

Objectives

By the end of this lesson,

you’ll be able to

◆ know the design, the idea and

the effect of advertisements;

◆ understand advertisement

development;

◆ discuss advertising

Lead-in

Watch a video of an

advertisement and guess,

“What product is it for?”

Just do it. Just do it.

只管去做吧只管去做吧 ! ! 　

Impossible made possible. Impossible made possible.

使不可能变为可能。（佳能打印机）使不可能变为可能。（佳能打印机）　

Intelligence everywhere.Intelligence everywhere.

智慧演绎，智慧演绎，

无处不在。无处不在。

（摩托罗拉手机）（摩托罗拉手机）　　　　

The taste is great. The taste is great.

味道好极了。味道好极了。

（雀巢咖啡）（雀巢咖啡）　　

The choice of a new generation.The choice of a new generation. 　 　

新一代的选择新一代的选择（百事可乐） （百事可乐）

Let's make things better.Let's make things better. 　 　

让我们做得更好。（飞利浦电子）让我们做得更好。（飞利浦电子）　　 　　

Obey your thirst.Obey your thirst. 　　

服从你的渴望服从你的渴望 （雪碧）　（雪碧）　

只溶在口，不溶在手

（ M ＆ M 巧克力）

M&Ms melt in your mouth,

not in your hand.

Pre-readingCan you think of some advertisements you have seen? Where have you seen advertisements?on TV in the newspaper

on the Internet on the radio

in the street at bus/train/subway station

on the bus in the magazine

on the balloon on the clothes

in the catalogue on the board

in the window display

Choose the words for their definitions

1. to make known to the public, e.g. in a

newspaper or on TV ____________

2. something used for advertising things

_______________

3. the business of encouraging people to buy

goods by means of ads ____________

4. the person who makes ads ____________

advertiser advertise advertisement advertising

advertise

advertisement

advertisingadvertiser

While-reading: 1st reading

What does the passage talk

about?

A. The advantages and disadvantages

of ads

B. Different sorts of ads

C. The development of advertising

D. The effect of ads on our life

E. People’s attitude toward ads

While-reading: 2nd reading – Re-arranging1. Products are sometimes linked

with different concepts or ideas.

2. New and unusual ideas often appear in today’s top advertisements.

3. An ad may give direct information like names or locations.

4. Public ads have helped to increase public knowledge.

5. Ads are made visually attractive to hold the attention of the public.

1

2

3

4

5

While-reading: 3rd reading – Answering

1. When does the simplest type of

advertisement work?

2. Why are modern techniques of design

not enough for advertisements to be

noticed in modern cities?

3. What ideas do today’s advertisers use

to make you notice their products?

4. What has the government done during

the last decade?

1. When does the simplest type of

advertisement work?

Answer the following questions

They work for products that people need when there is not much competition.

2. Why are modern techniques of design

not enough for advertisements to be

noticed in modern cities?

Because people are used to

seeing high standards of visual

design.

3. What ideas do today’s advertisers use

to make you notice their products?

new and unusual

ideashumourous

They use humour as well as new and unusual ideas to surprise people. They hope to make people forget that someone is trying to sell them something.

4. What has the government done during the last decade?

saving water

fighting aidshelping the poor

giving up smoking

Over the last decade, the

government has worked hard at

using advertisements to educate

the public on fighting AIDS, saving

water, helping the poor, giving up

smoking, etc.

The advertising game

Enjoy the advertisements and put them in the suitable places.

Problems How to solve?

Examples Types

1

2

3

4

Read in detail and complete the table.

① Details

Problems

How to solve?

Examples

Types

It is _____ to be just the _____ of a _______ or a ______________.

Ads need to _______ and _____ the _________ of the public.

Some ads ________ pictures or the _____ of experts, others try to ____ ads that people simply __________ at.

________ advertisements

likely

namecompan

ygeneral location

attract

holdattention

consist ofword

screate

enjoy looking

Celebrity

② Details

Problems

How to solve?

Examples

Types

People are used to ___________

______________________.

Modern ads must ________ the _______ standards with ideas to make them more _________.Some ads may use the _______ of _______ to sell the car. Other common ideas include ________, _______ and _______.

________ advertisements

seeing highstandards of visual design

combine

highest

attractive freedo

mconcept

happiness

wealth success

Concept

③ Details

Problems For many of today’s advertisers, ________ old ideas is not a successful approach.

How to solve?

The advertisers look for other ways to make people ____________________.

Examples The top advertisers use ________ as well as _____ and _______ ideas to surprise people.

Types _________ advertisements

repeating

notice their products

humourne

wunusual

Creative

④ Details

Problems Some advertising is about ____________ and ________ for profit.

How to solve?

Some ads aim to make _____________ to ________.

Examples 1. _____________ citizens to _________ in improving their neighbourhood.

2. __________ the public on ________ AIDS, ________ water, ________ the poor, __________ smoking, etc.

Types ___________ advertisements

selling productsservice

s contributionssociety

Encouraging

participate

Educating

fighting saving helpi

nggiving up

Charity

Voice your opinion

How do advertisements affect

our daily life? Have you ever

bought anything because you

liked the idea promoted in the

advertisement?

Thanks a lot!