新北师大版高中英语必修四-Unit-11-Lesson-3-课件+练习

Lesson3TheAdvertisingGameUnit11TheMedia必修四Objectives•Toreadatextaboutadvertisementdevelopment.•Tolearnandpractise–ingform.•Todiscussadvertising.PartIPre-reading1.Doyouknowwhatthefollowingadvertisementsareabout?“ImpossibleisNothing.”sportsclothingofworldfamousbrandAdidasthatoriginatedinGermany“Thebestamancanget”razorofWorldBrandGillettethatoriginatedinBoston“Wetaketheworld’sgreatestpictures.”cameraofworldfamousJapanesebrandNikon“MyGoodness.MyGuinness”beerofGuinnessbrandthatoriginatedinLondon“UnderstandingcomeswithTime”AmericanTimeMagazine“Tide’sin,dirt’sout”TidewashingpowdersupportfortheAmericaneffortinWorldWarIAmericanWomen’srightsduringWorldWarIIclassicadvertisementaboutquittingsmoking2.Canyouthinkofsomeadvertisementsyouhaveseen?Wherecanyouseeandhearadvertisements?inthenewspaperinthestreetatthestationonthebusonTVinthemagazineontheInternetonradioJustdoit.只管去做吧!(耐克)Impossiblemadepossible.使不可能变为可能。（佳能打印机）Thetasteisgreat.味道好极了Thechoiceofanewgeneration.新一代的选择（百事可乐）Let'smakethingsbetter.让我们做得更好。（飞利浦电子）Obeyyourthirst.服从你的渴望（雪碧）只溶在口，不溶在手（M＆M巧克力）M&Msmeltinyourmouth,notinyourhand.3.Whichadvertisementshaveyouseenrecentlythatyouliked?Whatdidyoulikeaboutthem?4.Choosethewordsfortheirdefinitions.advertiseradvertiseadvertisementadvertising1.tomakeknowntothepublic,e.g.inanewspaperoronTV____________2.somethingusedforadvertisingthings_______________3.thebusinessofencouragingpeopletobuygoodsbymeansofads____________4.thepersonwhomakesads____________advertiseadvertisementadvertisingadvertiserPartIIReadingTask1.Whatkindofadvertisementsdoeseachparagraphtalksabout?Paragraph1______________________Paragraph2______________________Paragraph3______________________Paragraph4______________________Paragraph5______________________theclassicadvertisementadvertisementsinthemarketmodernadvertisementstopadvertisementsoftodaypublicadvertisementsParagraph1Paragraph2Paragraph3Paragraph4Paragraph52.Readthetextandanswerthefollowingquestions.1)Whendoesthesimplesttypeofadvertisementwork?Theyworkforproductsthatpeopleneedandwhenthereisnotmuchcompetition.2)Whyaremoderntechniquesofdesignnotenoughforadvertisementstobenoticedinmoderncities?Becausepeopleareusedtoseeinghighstandardsofvisualdesign.3)Whatideasdotoday’sadvertisersusetomakeyounoticetheirproducts?Theyusehumor,surpriseandnewandunusualideasinmodernadvertisements.4)Whathasthegovernmentdoneduringthelastdecade?ThegovernmenthasworkedhardatusingpublicadvertisementstoeducatethepubliconfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.PartIIIOrganizationTheclassicadvertisementnormallygivesinformationaboutfindingcertainproducts,suchaswhattheproductsare,thelocationsofthecompaniesandthe1.________names.However,becauseofthedirect2.___________inthemarketplace,present-dayadvertisersoftenhavelarge3.____________andspendalotFillintheblanksaccordingtothetext.brandcompetitionbudgetstomaketheadvertisementsas4._________attractiveaspossible.Butpeopleinmoderncitiesareusedtoseeinghighstandardsof5.______________.Tobemoreattractive,modernadvertisementsmust6.__________thehigheststandardsofdesignwith7.___________linkedtotheproducts,likefreedom,happiness,healthandsuccess.Nevertheless,repeatingoldideasisnotasuccessfulvisuallyvisualdesigncombineideasapproachinmanycases,andthetopadvertisersoftodayuse8.___________aswellasnewandunusualideastosurprisepeopleandmakethemforgetthatsomeoneistryingto9.__________themsomething.However,notalladvertisingisaboutsellingproductsandservicesforaprofit.Someadvertisementsmainlyaimtomake10.___________tosociety.humoursellcontributionsPartIVVocabularyFindthesewordsinthetextandmatchthemwiththemostsuitabledefinitions.approach,boom,budget,classic,concept,consistof,contemporary,corporation,neighbourhood,suitablea)traditional,typicalb)companyc)rightforsomethingclassiccorporationsuitabled)containe)planofhowmoneyshouldbespent.f)rapidincreaseg)ideah)methodi)belongingtothepresenttimej)areaaroundwhereyouliveconsistofbudgetboomconceptapproachcontemporaryneighbourhoodPartVParaphrase1.Aspresent-dayadvertisersoftenhavelargebudgets,alotofmoneyisspentonapplyingmoderntechniquesofdesigntomaketheseadvertisementsasvisuallyattractiveaspossible因为当今的广告商常常拥有大额预算，大笔钱财被花在应用现代设计技术上，以使广告在视觉上尽可能地吸引人。[结构分析]这是一个带原因状语从句的复合句。句首的as引导原因状语从句，主句是个被动句，主句的主语是alotofmoney,谓语是isspent，主句中的不定式表目的。2.Theyrealisethatitdoesnotmatterhowattractivetheidealinkedwiththeproductis—mostpeopleknowthatthemainpurposeoftheadvertisementismakingcustomersspendmoney.他们意识到，与产品相关联的理念有多么吸引人并不重要——多数人知道广告的主要目的就是让消费者花钱。[结构分析]这个句子由两个部分组成：主句Theyrealise+that从句及破折号后的插入语。主句的宾语从句(that从句)的主语it是一个形式主语，真正的主语是howattractivetheidealinkedwiththeproductis。PartVILanguagepoints1.However,thiskindofadvertisingmightnotbesuitablewhenthereareproductsandservicesindirectcompetitionwitheachotherinthemarketplace.advertise作动词，意为“为……做广告；登广告”，其相应的动名词advertising通常用来表示“做广告”这个动作或这件事情本身，一般不涉及到广告的内容及形式。如：TheywilladvertisetheirproductsonTVandnewspapers.他们将在电视和报纸上为他们的产品做广告。Theyhaveattractedmanycustomersandgainedalotofmoneybyadvertising.他们通过做广告吸引了很多客户，挣了很多钱。Thecompanyadvertisedforanewsecretary.这家