Unit+6+Lesson+3+The+Advertising+Game+课件【知识精研+拓展延伸】高中英语北师大版（2019）选择性必修第二册

Lesson3

TheAdvertisingGame

LearningObjectives010203Icanmastersomeimportantwordsandphrasesinthecontext;Icangetthegeneralideaoftheadvertisinggameandtalkaboutadvertising;Icanknowthetexttypeandsomewritingtechniques;04Icanreadfordeepunderstandingandsummariseinformation;Doyouknowthefollowingwordsandphrasesafterthepreview?1.因此____________2.以...开始___________3.与...一起_________________

4.由...组成________________

5.突出/显眼____________

6.在过去十年________________

7.anadvertisingagency__________

8.做...的基本目的

___________9.acommercialadvertisment___

10.总之_____________

11.anticipatethat..._________12.也就是说_____________________13.吸引/保持...的注意力___________14.技术发展

___________15.

把...与...区别开来____16.与...有关___________________17.为...做贡献_________________

18.参与

__________________________asaresultofstartwithalongwithconsistofstandoutoverthelastdecade广告代理公司thefundeamentalpurposeofthatis商业广告inconclusion预料attract/holdtheattentionof

technologicaldevelopmentseperate...from...belinkedwithmakeacontributiontoparticipateinHaveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?ActiveandsharethedesignwordsofexpertstheconceptoffreedomtheunusualideatheproductnamehumorouslanguagepicturesorimagesthenameofacompanyWhatmakesanadvertisementattractive?Para.1.Theadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.Para.2.Classicadvisementsusedtogiveinformationaboutfindingcertainproducts.Para.3.Inmoderntimes,advertisementsneedtoattractandholdtheattentionofthepublic.Para.4.Modernadvertisementsneedsomethingelsetoseparatethemfromtheircompetitors.Para.5.Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.Para.6.However,notalladvertisingisaboutsellingproductsandservicesforaprofit.2.Underlinethemainideaofeachparagraph.Thencomparewithapartner.Read

andexplore

1.Readthepassagequicklyandchoosethemainidea.a.differenttypesofadvertisementsb.thedevelopmentofadvertisementsc.differentattitudestowardsadvertisementsRead

andexploreReadthepassageagainandcompletethetable.Purposes?Disadvantages?Read

andexploreReadthepassageagainandcompletethetable.ClassicadsGiveinformationabout_______________________Totellpeople___

_______________

_______________

_______________

_______________Notsuitablewhen_______________

_______________

_______________NotattractiveModernadsConsistof______

______________Apply_________

______________Toshowpeople

_______________Tomakeads

_______________Notenoughto___________findingpicturesorwordsfromexpertsmoderndesigntechniqueswhatthecompanysells,wheretheyarelocatedandthenameoftheproducthowgoodtheproductisvisuallyattractiveproductsandservices

areindirectcompetition

witheachothercertainproductsbenoticedsellgoodsdirectlyvisuallyattractiveRead

andexploreReadthepassageandcompletethetable.ImprovedmodernadsCombine______

______________

_________with______________Useconceptsincluding______

______________

______________Tostandout___

_______________

_______________

_______________Tomakepeoplebelievethat______

________________

________________RepeatingoldideasNot__________Itdoesnotmatter_

________________

________________

________________thefreedom,effectivethey“must”havetheproductofdesignhigheststandardcreativewayshappiness,wealthandsuccessinaworldofcompetitiveadvertisinghowattractivetheideaslinkedwiththeproductisfocusonpeople’sfeelingandthinkingpsychologicallysatisfyingRead

andexploreReadthepassageagainandcompletethetable.FurtherimprovedmodernadsUsehumouraswellas______

______________

_____________________________

_______________

______________________________

_______________

______________Tocreatesth.thathasneverbeenseenbeforeTomakepeopleforgetthatsb.is

tryingtosellthemsth.newandTosurprisepeopleunusualideasusenewandunusualideasfancy/novel(新奇的)PublicadsHelptoincreasepublicknowledgeand___________

______________

______________

______________

Toencouragecitizensto____________________________________________________________

______________________________

Toeducatethepublic____________

______________________________

______________________________makeoursocietyabetterplaceforeveryoneparticipateinimprovingtheirneighorhood,protectingtheenvironmentandhelpingotherpeople.onfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.educative/informativeRead

andexploreReadthepassageagainandcompletethetable.FeaturesPurposesDisadvantagesReadthepassageanddecidewhetherthefollowingstatementsaretrue(T)orfalse(F).1.Classicadvertisementsusedtotellpeoplemoreabouttheirproductsbutlittleaboutthecompanies’locations.2.Modernadvertisementscanstillstandouteasilybyspendingalotofmoneyonvisuallyattractivedesign.3.Theconceptoffreedom,success,happinesscanallbeusedbyadvertiserstosellproducts.4.Publicadvertisementsplayanimportantroleineducatingthepublicaboutenvironmental,socialandhealthissues.Read

andexploreDeepthinking：1.Whatisthetexttypeofthispassage?2.Whathelpsyouidentifythetexttype?Thisisanexplanatorytext.

Itintroducesthedevelopmentofadvertisementsintheorderoftime,anditcontainslotsoftimeexplanationsandexamples.Suchadvertisementshavegonethroughaprocessofchangeovertheyearsalongwithsocial,economic,technologicaldevelopments.3.Whathasbeenthedrivingforceforthedevelopmentofadvertisements?4.Whatdoesthetitle“TheAdvertisingGame”meantoyou?Bothcommercialadsandpublicadshavetheirrealpurposes.Nomatterhowcommercialadvertisementsdevelop,

theirrealpurposesarealwayssellingtheirproductsandgettingprofits.Andtheywillalwaysdevelopbecauseofthedrivingforce.Asforpublicads,theywanttoeducateandencouragepeopletomakeacontributiontosocietyandwelfareandmakeoursocietyabetterplaceforeveryone.Examplesareusuallyusedtohelpreadersunderstandthewriter’sideasmoreeasilyandclearly.Severalgoodexamplesareusedinthispassage.Decidewhattheexamplesarefor.1.Forexample,itcouldbe“ShanghaiSewingMachines”,or“TsingTaoBeerCorporation”.A.ToshowwhatclassicadvertisementslookedlikeB.ToshowtwocitieswherethebestproductsweremadeC.Toshowthesewingandbeerindustry’sdevelopmentthen5.Whatarethewritingtechniquesinthispassage?Deepthinking：2.Forexample,someadvertisementsmaysuggestthatbuyingacarcanmakeyoufree.A.ToshowhowcompetitivetheadvertisingindustryisB.ToshowhowcarcompaniesaresellingtheirproductsC.Toshowhowadvertisementsusecreativeideastosellthings3.Forexample,therearepublicadvertisements,whichencouragecitizenstoparticipatein…andhelpingotherpeople.A.ToshowwhypeoplemakecontributionstosocietyB.ToshowthecontributionspublicadvertisementsmakeC.ToshowhowcitizensareinvolvedinpublicaffairsDeepthinking：举例挺观点，说服力尽显Textualknowledge“观点—举例”语篇模式是最常见的语篇模式之一。这个模式在结构上一般可分为两部分：第一部分表明观点，第二部分通过举例来支持所阐述的观点。从观点到举例部分通常会采用衔接过渡词句。

“观点—举例”模式常用的组篇词汇有：forexample,forinstance,acaseinpoint,etc,evidence,suchas,takeanexample,typical,confirm等。再次强调了自己的观点作为衔接过渡，转到举例部分作者表达观点Groupwork(Homework)TheAdvertisingGameClassicadsModernadsImprovedmodernadsPublicadsCommercialadsFurtherimprovedmodernadsDrivingforce?social,economic,technologicaldevelopmentUsethediagramtotalkaboutwhatyouhavelearntaboutadvertisingtoyourgroupmembers.TheAdvertisingGameClassicadsModernadsImprovedmodernadsPublicadsgiveinformationlocation/whattosellCommercialadsFurtherimprovedmodernadsnotsuitableincompetitivemarketdirectpicturesorwordsfromexpertsnotenoughtobenoticedvisuallyattractivecombinethehigheststandardofdesignwithcreativewaysfreedom,happiness,wealtholdandnoteffectiveusehumorandnewandunusualideasAsaresult,peopleforgetsomeoneissellingthemsth(successful)psychologicallysatisfyingnovel/fancyeducatethepublic…encouragecitizens…

makeacontributiontosocietyeducative/informativefancy/novelGroupwork(Homework)Homework1.Readthetextforatleast3times.2.Perfectyourmindmapusingthediagramin“groupwork”toshowwhatyouhavelearntaboutadvertising.6.Forexample,therearepublicadvertisements,whichencouragecitizenstoparticipateinimprovingtheirneighbourhood…

participatevi.

(+in)totakepartinanactivityorevent参加，参与

eg

Everyoneintheclassisexpectedtoparticipateactivelyinthesediscussions.Overhalfthepopulationofthiscountryparticipateinsport.【拓展】

participationn.参与，参加【辨析】participate,attend,join&takepartin词条意思及用法participate指以一个积极的角色在感情、观念或行为方面与他人共同参加某一活动attend侧重参加或出席会议或学术活动等，去听、去看，但自己并不一定起积极作用join指加入党派、团体或参加一群人的活动、游戏等。jointhearmy(club,Party);joinsb.;joinsb.in(doing)sth.表示参加某一活动时常用joininsth.takepartin指参加某一活动并在其中发挥作用Youshouldtryto__________exercise______ahealthydiet.Theadvertisingteam___________peoplefromdifferentareas.Theideaoftheadvertisementwas______________afilm.Idon’tlikeanyactivity_____________commercialpurposes.I’dliketo____________neighbourhoodactivities,butIdon’thavetime.Hedidnot___________inthecrowdsotheytooknonoticeofhim.Dr.Kinstonsetforththebasisofhis_________toteachingstudents.They___________movingtoabiggerhousebytheendoftheyear.Exercises:Completethesentencesusingthecorrectformofthephrases.originatefromlinkwithconsistofparticipateincombine…with…anticipatestandoutapproachcombinewithconsistoforiginatedfromanticipateparticipateinstandoutapproachlinkedwithYoushouldtryto__________exercise______ahealthydiet.Theadvertisingteam___________peoplefromdifferentareas.Theideaoftheadvertisementwas______________afilm.Idon’tlikeanyactivity_____________commercialpurposes.I’dliketo____________neighbourhoodactivities,butIdon’thavetime.Hedidnot___________inthecrowdsotheytooknonoticeofhim.Dr.Kinstonsetforththebasisofhis_________toteachingstudents.They___________movingtoabiggerhousebytheendoftheyear.Exercises:Completethesentencesusingthecorrectformofthephrases.originatefromlinkwithconsistofparticipateincombine…with…anticipatestandoutapproachcombinewithconsistoforiginatedfromanticipateparticipateinstandoutapproachlinkedwithFocusonLanguage:usedtoandwouldCompletethetablewithusedto,useto,would

orwouldn’tusedtowould

useto

wouldn’t

useto

Would

【注意】usedto的否定形式为usednotto/usedn’tto或didn’tuseto(更常见)FocusonLanguage:usedtoandwouldCompletethetablewithusedto,useto,would

orwouldn’tusedtowould

useto

wouldn’t

useto

Would

【注意】usedto的否定形式为usednotto/usedn’tto或didn’tuseto(更常见)Advertisingagencieswouldcreateabasictypeofadvertisementknownasacommercialadvertisement.(Line3)Classicadvertisementsusedtogiveinformationaboutfindingcertainproducts.(Line7)Fromthename,youwouldknowwhatthecompanysells,wheretheyarelocated,andthenameoftheproduct.(Line13)Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbeveryeffective.(Line15)Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.(Line40)Theseadvertisementshavehelpedtoincreasepublicknowledgeabouttopicsthatusedtobeignoredbymostpeople,andthishasmadeoursocietyabetterplace.(Lin