新人教选修9 Unit5 Inside advertising-Reading

HowadvertisingworksLet’senjoytwoadvertisements!Discussion1.DoyoulikeMcDonald'sbetterthanKFCbecauseoftheadvertisement?AdvertisementsWHERE?OnbillboardsOnbusesOnTVOntheradioIntrainstationsInnewspapersInmagazinesAtthecinemaAttheairportEverywhereCompareadvertisementsComparethetwoadvertisements,whichoneiseasierforyoutoremember?Why?Obeyyourthirst.ThingsgobetterwithCoca-Cola.Taketimetoindulge.尽情享受吧！Thenewdigitalera数码新时代Understandingtheadvertisementsonpage42.1.WaterA.WhatisthemostcommonnameforH2O?WhydidtheycallitH2O?Water.Becauseitrhymeswith“slow”.B.Whatisthepurposeofthisadvertisement?Toencouragepeopletousewaterwiselyandtosavewaterwheretheycan.A.Whatgroupofpeopleistheadvertisementmadefor?Youngpeoplewholikesports,thelatestfashionsandliketobepartofagroup.2.SuperShoozeB.Whatmessagedoestheadvertisementgive?Ifyouwearourshoesyou’llhaveanexcitinglife,andbepopularandhavefun.C.Doyouthinkthemessageistrue?Givereasons.No,becausejustwearingacertainbrandofshoeswon’tmakeyouexciting,popularorhavefun—ittakesmuchmoreeffortthanthat.A.Whyarethefirsttwolineswrittenbiggerthantherestoftheadvertisement?Theselinesappearbiggersothattheyarethefirstthingpeoplenoticeaboutthead.3.RefreshwaterB.Theadvertisementsaysthatwhenyoubuytwo,theywillgiveyoutwomoreatnoextracost.Doesthismeantheadvertiserwilllosemoneyonthesale?No,theadvertiserwillhaveworkedoutapricethatwillstillgivehimaprofitevenifheisgivingawaytwobottlesfree.Theadvertiseralsobenefitsbysellingmorebottlesthanhewouldhaveifhehadn’tofferedthefreebottles.C.Whydoadvertisersoftenusethe“Buyonegetonefree”message?Peopleloveabargain,sotheyareattractedtofreeoffersandaremorelikelytobuytheproductiftheythinktheyaregettingsomethingforfree.A.Whatdoesthisadvertisementencourageyoutothink?Itencouragesustothinkofthesky,airandourenvironmentandabouthowtheenvironmentisbeingspoiled.4.EnvironmentB.Whatdoyouthinkcausesairpollution?Humanbeingscauseairpollutionbyburningfossilfuels,suchasgas,oil,coal,etcbyusingsomemodernmachines,transportationvehiclesandalsobymanufacturingmodernproducts.C.Howelsecanadvertisersmakepeoplemoreawareofourfragileenvironment?Tellpeoplemoreandhelpthemtobemoreawareoftheimportanceofprotectingourenvironment.5.“Speeding”and“HowfastamIgoing”?A.Bothoftheseadvertisementshavethesamepurpose.Whatdobothadswantpeopletodo?Theywantpeopletostopspeeding.B.Bothadstargetacertaingroupofpeople.Whoarethey?Drivers.C.Ifyouwereadriver,whichadvertisementwouldhavemosteffectonyou?Why?Studentsgivetheirownanswers.HOWADVERTINGWORKSScantheheadingsofeachsectionandgetageneralunderstandingofthetext.ScanningSectionI(para.1)SectionII(para.2)SectionIII(para.3-7)SectionIV(para.8-9)IntroductionWhatisanadvertisement?Howdoadvertisersmakeeffectiveadvertisements?Howeffectiveareadvertisements?Sumupthemainideaofeachsection.Readthetextcarefullyandtrytoanswerthefollowingquestions:1.Whoadvertises?2.Whydotheyadvertise?3.Wheredotheyadvertise?4.Howdotheydecidewheretoadvertise?5.Doesadvertisingwork?Detailreading1.Whoadvertises?Businesses,individuals,organizationsandassociations.2.Whydotheyadvertise?Theywanttosellsomethingortoinformoreducatethepublic.3.Wheredotheyadvertise?OnTVandradio,inmagazinesandnewspapers(alsoonclothes,billboards,atsportsfields,onbusesandtrains,atbusandtrainstationsandmanyotherplaces).4.Howdotheydecidewheretoadvertise?Theyconsidertheirbudgetandwhatmediumismostlikelytobeseenorheardbythetargetconsumer.5.Doesadvertisingwork?Yesandno.Peoplearenotusuallypersuadedbyadstobuythingstheyhavenousefor.However,adsdochangepeople’sopinionsovertime.Readthetextcarefullyandfillintheblankswithproperwords.HowadvertisingworksWhatisanadvertisement?Anadvertisementisa1______________________thatinformsorinfluencespeople.messageorannouncementHowadvertisingworksHowdoadvertisersmakeeffectiveadvertisements?IdentifyyourtargetAdvertisers2_______________________andfindoutasmuchaspossibleaboutthem,which3___________fordecisionsaboutwhattypeofadvertisingtechniquestousewiththisgroup.identifythetargetgroupformsthebasisHowdoadvertisersmakeeffectiveadvertisements?AppealtoyourtargetInorderto4________peopletodosomething,advertisementsoftenappealtoourhopesanddreamsorouremotions.persuadeHowdoadvertisersmakeeffectiveadvertisements?UseasuitablemediumAswellasreachingtherightaudiencewiththerighttechnique,advertisersmustalso5_____________________________.Obviously,costwillplayabigpartinthisdecision.placetheiradsintherightmediumHoweffectiveareadvertisements?Howevergoodanadvertisementis,people6______________bepersuadediftheproductisunsuitableforthem.Ontheotherhand,7______________________toadvertisementscanhelptochangeouropinionsovertime.areunlikelytobeingconstantlyexposedWhatisanad?1)Definition(amessageorannouncementthatintendstoinformorinfluencepeople)2)Means(words,pictures,music,film…)3)Advertisers(business,individuals,organizations,associations)Howdoadvertisersmakeeffectiveads?1)Identifythetarget(findoutnecessaryinformationaboutthisgroup)2)Appealtothetarget(hopes,dreams,emotions,desires…)3)Useasuitablemedium(cost,media)Howeffectiveareads?1)Whenthereisaneedfortheproduct.2)I