Unit+6+Lesson+3+The+advertising+game+课件-2023-2024学年高中英语北师大版（2019）选择性必修第二册

新北师大版高中英语选择性必修二Unit6TheMedia

Lesson3TheAdvertisingGameHaveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?theproductnamethenameofacompanywordsofexpertsWarming-upWarming-upTalkaboutwhytheseadvertisementsattractyou.It’sattractivebecausetheproductname“佳洁士”

hasthemeaningof“clean”.Warming-upIt’sattractivebecausethenameofthecompanymakesmewanttobuythebestgoodsin“Bestbuy”.Warming-upTheadvertisementisattractivebecauseitisveryhumorous.Warming-upThisadvertisementofcarsisattractive,becauseitusestheconceptof“freedom”.thedesigntheconceptoffreedomtheunusualideahumorouslanguagepicturesorimagesthedesignPre-readingHaveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?Whatmakesanadvertisementattractive?While-readingaDifferenttypesofadvertisementsbThedevelopmentofadvertisementscDifferentattitudestowardsadvertisementsSkimthroughthepassage.Whatisitmainlyabout?Thisisan

explanatorytext(说明文).Itintroducesthedevelopmentofadvertisementintheorderoftime,anditcontainslotsoftimeexplanationsandexamples.LearntheSkillBuilderandidentifythetexttypeofthispassage.While-readingPara.1:________________________________________________________________________________________________________________________________________________Para.2:________________________________________________________________________________________________

Writedownthemainideaofeachparagraph.Thencomparewithapartner.Theadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.Classicadvertisementsusedtogiveinformationaboutfindingcertainproducts.While-readingPara.3:_______________________________________________

_______________________________________________Para.4:

______________________________________________________________________________________________Para.5:______________________________________________________________________________________________Para.6:______________________________________________________________________________________________In

moderntimes,advertisementsneedtoattractandholdtheattentionofthepublic.Modernadvertisementsneedsomethingelsetoseparatethemfromtheircompetitors.Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.However,notalladvertisingisaboutsellingproductsandservicesforaprofit.While-readingTypes_________________________________Classicadsgiveinformationabout_______________________totellpeople______

____________________________________________________________________notsuitablewhen____________________________________________________________notattractiveCompletethetable.Thenwritethreeheadingsthatcancategorisetheinformationinthefirstrow.

findingcertainproducts

whatthecompanysells,wheretheyarelocated,andthenameoftheproductproductsareservicesareindirectcompetitionwitheachotherWhile-readingFeaturesPurposesProblemsTypesFeaturesPurposesProblemsModernadsconsistof____________________________apply_______________________________toshowpeople________________________________tomakeads________________notenoughto________________________While-reading

picturesorwordsfromexperts

moderndesigntechniquesvisuallyattractivebenoticedinamoderncityhowgoodtheproductisTypesFeaturesPurposesProblemsImprovedmodernadscombine___________________________________

with________________useconceptsincluding________________________________________tostandout__________________________________________tomakepeoplebelievethat____________________________repeatingoldideasnot_____________Itdoesnotmatter________________________________________________

thehigheststandardofdesigncreativeways

freedom,happiness,wealthandsuccessinaworldofcompetitiveadvertisingthey“musthavetheproduct”effectivehowattractivetheidealinkedwiththeproductisWhile-readingTypesFeaturesPurposesProblemsFurtherimprovedmodernadsusehumouraswellas___________________________________________________________________________________________________________________________________________________________________________newandunusualideascreatesomethingthathasneverbeenseenbeforeandthatpeoplefindinterestingtosurprisepeopletomakepeopleforgetthatsomeoneistryingtosellthemsomethingWhile-readingTypesFeaturesPurposesProblemsPublicadshelptoincreasepublicknowledgeand____________________________________________toencouragecitizensto_________________________________________________________________________________________________toeducatethepublic______________________________________________________________________

makeoursocietyabetterplaceforeveryone

participateinimprovingtheirneighbourhood,protectingtheenvironment,andhelpingotherpeople

onfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.While-reading1.Whatdoesaclassicadvertisementlooklike?2.Whydomodernadvertisementshavetoattracttheattentionofthepublic?3.Whatconceptsandideasareoftenusedinmodernadvertisements?4.Whatdoadvertisersdotomakepeopleforgetthesellingpurposeofadvertisements?5.Howhasthegovernmentusedadvertisementsinthelastdecade?Answerthequestions.While-reading1.Whatdoesaclassicadvertisementlooklike?

Aclassicadvertisementgivesinformationaboutfindingacertainproduct.Itislikelytobethenameofacompany,partofwhichmightincludethenameoftheplacefromwhichtheproductoriginates.2.Whydomodernadvertisementshavetoattracttheattentionofthepublic?

Becauseproductsandservicesareindirectcompetitionwitheachother,andpeopleareusedtoseeingahighstandardofvisualdesign.While-reading3.Whatconceptsandideasareoftenusedinmodernadvertisements?Conceptslikefreedomandideaslikehappiness,wealthandsuccessareoftenusedinmodernadvertisements.4.Whatdoadvertisersdotomakepeopleforgetthesellingpurposeofadvertisements?Theyusehumourandnewandunusualideastosurprisepeople.5.Howhasthegovernmentusedadvertisementsinthelastdecade?ThegovernmenthassponsoredadvertisementstoeducatethepubliconfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.While-readingPost-readingTheAdvertisingGameClassicadsModernadsImprovedmodernadsFurtherimprovedmodernadsPublicadsDrivingforceUsethediagramtotalkaboutwhatyouhavelearntaboutadvertising.1.Whathasbeenthedrivingforceforthedevelopmentofadvertisements?2.Whatdoesthetitle“TheAdvertisingGame”meantoyou?Thinkandshare.Post-readingPara.1Theadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.广告业的根本目的是向潜在消费者推销商品。Advertisingagencieswouldcreateabasictypeofadvertisementknownasacommercialadvertisement.广告代理公司创造出一种基本的广告形式，也就是我们所熟知的商业广告。LanguagePointsSuchadvertisementshavegonethroughaprocessofchangeovertheyearsalongwithsocial,economictechnologicaldevelopments.与社会、经济和技术发展过程同步，多年来这些广告经历了一个变化的过程。gothrough遭受,经历;仔细察看,检查;(法律、合同等正式)通过；复习；重复Para.2Classicadvertisementsusedtogiveinformationaboutfindingcertainproducts.

以前，经典的广告会给出识别产品的信息。Itwaslikelytobethenameofacompany,partofwhichmightincludethenameoftheplace

fromwhichtheproductoriginated.这些信息可能是公司名，其中一部分可能包含产品的原产地。usedto表示过去经常性或习惯性的动作或状态现在已经结束，would则表示有可能再发生。Forexample,itcouldbe“ShanghaiSewingMachines”,or“TsingTaoBeerCorporation”.比如，“上海缝纫机厂”或“青岛啤酒公司”。

Fromthenameyouwouldknowwhatthecompanysells,wheretheyarelocated,andthenameoftheproduct.一看名字，你就知道这些公司销售的具体产品、所在地点以及产品名称。Para.3Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbeveryeffective.广告代理公司过去常制作这种广告，而且效果很好。Butthentheyrealisedthatitmightnotbesuitableforamarketplacewhereproductsandservicesareindirectcompetitionwitheachother.但后来他们意识到，在产品与服务直接竞争的市场上，这种广告类型可能不太适合。besuitablefor/to适合于Particularlynow,inmoderntimes,advertisementsneedtoattractandholdtheattentionofthepublic.特别是在当代社会，广告需要吸引、保持公众的注意力。Forthisreason,it'snownormaltoseeadvertisementsthatconsistofpicturesorwordsfromexpertstoshowpeoplehowgoodtheproductis.因此，现在的广告常常引用专家的图片、文字，向人们展示产品有多棒。inparticular尤其，额外，为介词短语，位于句末。particularadj.尤其的，特别的consistof由……组成，没有被动语态且不用于进行时。

Otherstrytocreateadvertisementsthatpeoplesimplyenjoylookingat.还有一些广告代理公司尝试制作具有观赏性的广告。

Aspresent-dayadvertisersoftenhavelargebudgets,

hugemountsofmoneyarespentonapplyingmoderndesigntechniquestomaketheseadvertisementsasvisuallyattractiveaspossible.现在的广告客户通常预算充足，他们会花大笔的钱采用现代设计技术，让广告更具视觉吸引力However,eventhisisoftennotenoughtobenoticedinamoderncity.然而，即便是这种广告方式在现代城市中也不足以引起消费者的注意。separatesthfromsth把……与……区别开来Para.4Becauseoftheboostinadvertising,peopleareusedtoseeingahighstandardofvisualdesign.因为广告业的迅速发展，人们早已对那些高水准的视觉设计习以为常。

Modernadvertisementsneedsomethingelsetoseparatethemfromtheircompetitors.现代广告需要另外一些东西，以便将它们与其他竞争者区别开来。standout突出；出色standfor主张，代表；容忍shandby袖手旁观combine…with…把……与……结合起来incombinationwith与……联合起来Tostandoutinaworldofcompetitiveadvertising,theymustcombinethehigheststandardofdesignwithcreativewaystomakepeoplebelievethatthey“musthavetheproduct”.为了在竞争激烈的广告界凸显出来，他们必须将最高水准的设计与创造性的方法结合起来，使人们确信他们“必须购买这种产品”。Thatis,theyusetheconceptoffreedomtosellthecar.Othercommonideasincludehappiness,wealthandsuccess.也就是说，广告代理公司借用自由的概念销售汽车。其他常见概念销售包括幸福、财富和成功。

Infact,intheworldofadvertisements,suchcontentisasoldasadvertisingitself.事实上，这些概念和广告业一样历史悠久。Para.5Formanyoftoday'sadvertisers,repeatingoldideasisnotasuccessfulapproach.对很多今天的广告商而言，重复过去的广告并不会获得成功。Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.过去的确可行的想法，放到现在并不一定有效。Theyrealisethatitdoesnotmatterhowattractivetheidealinkedwiththeproductis—mostpeopleknowanticipatethatthemainpurposeoftheadvertisementistomakecustomersbuytheproduct.他们意识到与产品关联的概念有多么吸引人并不重要——大多数人都明白，广告的主要目的就是让客户购买产品。linked...with...把......与......连接起来Instead,theseadvertiserslookforotherwaystomakepeoplenoticetheirproducts.于是，广告商转而通过打广告，让更多的消费者注意到自己的产品。Thetopadvertisersoftodaybelievethatusinghumouraswellasnewandunusualideastosurprisepeopleisimportant.当今顶级广告商认为广告要用幽默、新颖、奇特的创意给人们带来惊喜。Theiraimistocreatesomethingthathasneverbeenseenbeforeandthatpeoplefindinteresting.Bydoingthis,theyhopetomakepeopleforgetthatsomeoneistryingtosellthemsomething.他们的目的是创造一些人们从未见过的东西，从而让人们觉得有趣，进而让消费者忘记有人在试图向他们推销商品！当先行词为不定代词时，定语从句关系代词只用that,做宾语可以省略Para.6However,notalladvertisingisaboutsellingproductsandservicesforaprofit.Someadvertisementsnowadaysaimto

makeacontributiontosocietyandwelfare.然而，并非所有的广告都是以盈利为目的销售产品与服务，现在还有一些广告的目的在于为社会和福利作贡献。notall为部分否定,意为“并非都”。aimtodosth.旨在做某事Forexample,therearepublicadvertisements,whichencouragecitizensto

participateinimprovingtheirneighbourhood,protectingtheenvironment,andhelpingotherpeople.比如公益广告，它鼓励市民参与改善社区、保护环境和帮助他人的活动。participatein(doing)sth.参加(做)某事encouragesb.todosth鼓励某人做某事Overthelastdecade,thegovernmenthassponsoredadvertisementstoeducatethepubliconfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.过去的十多年里，政府赞助了一些公益广告，教育公众防治艾滋病，呼吁民众节约用水、帮助贫困人口、戒烟等。Theseadvertisementshavehelpedtoincreasepublicknowledgeabouttopicsthatusedto

beignoredbymostpeople,andthishasmadeoursocietyabetterplaceforeveryone.这些广告帮助公众增强对以往被忽视话题的公共认知，也让我们的社会更加美好。1.suitableadj.合适的，适宜的besuitablefor适合于……besuitabletodosth适合做某事suitv.适合suitone'sneeds符合某人的需要反unsuitable

adj.不合适的，不适当的Therewillbedisplaysthroughoutthefestival,whichare________(suit)foranyoneagedtenandover.要找个对每个人都合适的时间很困难。→It’sdifficulttofindatimethat_____________________(suit).→It’sdifficulttofindatimethat_____________________(suitable).suitablesuitseverybodyissuitableforeverybody2.attract

vt.吸引attractone'sattention引起某人的注意

=drawone'sattentionadj.attractiveadj.吸引人的，有魅力的n.attractionn.吸引；吸引力；吸引人的事物adv.attractivelyadv.有魅力地，有吸引力地beattractiveto...对……有吸引力atouristattraction旅游景点作“名胜，吸引人之物”讲是可数名词；而作“魅力，吸引力”讲是不可数名词Asoneofthemost________places,MountWuyi_______millionsoftouristseachyear,andoneofitsmostfamoustourist__________istheNineBendRiver.(attract)attractiveattractsattractions3.consistof

由……构成(没有被动语态，也不用于进行时)=bemadeupof由……组成=becomposedof由……组成这支医疗队是由5名医生和10名护士组成的。③Themedicalteam_____________fivedoctorsandtennurses.④Themedicalteam_________________________fivedoctorsandtennurses.=__________________________________________________(makeup)consistsofismadeupof/iscomposedofFivedoctorsandtennursesmakeupthemedicalteam.consistin(＝liein)存在于，在于consistwith（=beconsistentwith）与……一致adj.consistentadj.一致的n.consistencyn.一致性，同一性①Thebeautyofthecityconsists_____itsmagnificentbuildings.②TheUnitedKingdomconsists_____GreatBritainandNorthernIreland.③Ittookthemthreedaystocompletetheproject__________(consist)ofthreecomplicatedprocedure.④Moreoftenthannot,whatthestubborndoesconsists______whathesays.⑤Theresultsareentirely___________(consist)withourearlierresearch.inofconsistingwithconsistent4.competitive

adj.竞争性强的，有竞争力的competein参加……比赛competefor为争取……而竞争④Astheyoungest__________,Ihadto___________thewritingcontest_________20othertopstudents_____theannualwritingaward.

Imustbevery___________tobethewinner.作为最小的参赛者,我必须和另外20名顶尖的学生在写作比赛中竞争以获得年度写作奖。要成为获胜者,我必须有很强的竞争力。competitorcompeteinagainst/withforcompetitive5.combine

vi.&vt.(使)结合，(使)组合combinesthwithsth把某物与某物结合起来combinetodosth联合起来做某事n.combination

n.结合，联合；结合体incombinationwith...和……相结合Thenewtreatmentcanbeusedeitheraloneorincombinationwiththetraditionalone.Technologicalinnovation,__________(combine)withgoodmarketing,willpromotethesalesoftheseproducts.combined6.link

vt.

把……联系起来n.联系，关联linkup联合，连接linkupwith与……连接，联合link...to/with将……与……联系/连接起来Achainisnostrongerthanitsweakestlink.［谚］一环薄弱，全链易断。①Therelationshipsyoudevelopnowwillprobablybelined_______theonesyouvaluelater,sobewiseaboutthepeoplewhoyouinvestyourselfin.②_________(link)armswithoneoftheinstructors,Ihelpedcarrytheyoungmanoutofthewater.③Detectiveshavelinkedthebreak­in______asimilarcrimeinthearealastyea