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Lesson3
TheAdvertisingGame
Haveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?Whatmakesanadvertisementattractive?theproductnamethenameofacompanywordsofexpertshumorouslanguagetheconceptoffreedompicturesorimagestheunusualideathedesignWarming-upTalkaboutwhytheseadvertisementsattractyou.It’sattractivebecausetheproductname“佳洁士”
hasthemeaningof“clean”.Theadvertisementisattractivebecauseitisveryhumorous.thedesignwordsofexpertstheconceptoffreedomtheunusualideatheproductnamehumorouslanguagepicturesorimagesthenameofacompanyReadthepassagequicklyandchoosethemainidea.adifferenttypesofadvertisementsbthedevelopmentofadvertisementscdifferentattitudestowardsadvertisementsRead
andexploreWhatisthetexttypeofthispassage?Whathelpsyouidentifythetexttype?Thisisanexplanatorytext.Itintroducesthedevelopmentofadvertisementsintheorderoftime,anditcontainslotsoftimeexplanationsandexamples.ReadandexploreReadagainandunderlinethemainideaofeachparagraph.Read
andexplorecoreconceptReadagainandunderlinethemainideaofeachparagraph.Read
andexploreReadagainandunderlinethemainideaofeachparagraph.Read
andexploreReadagainandunderlinethemainideaofeachparagraph.Read
andexploreReadagainandunderlinethemainideaofeachparagraph.Read
andexploreRead
andexploreReadthepassageandcompletethetable.Purposes?Disadvantages?Read
andexploreReadthepassageandcompletethetable.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
andexploreReadthepassageandcompletethetable.FurtherimprovedmodernadsUsehumouraswellas______
______________
_____________________________
_______________
______________________________
_______________
_______________
_______________Tocreatesth.thathasneverbeenseenbeforeTomakepeopleforgetthatsb.is
tryingtosellthemsth.newandTosurprisepeopleunusualideasusenewandunusualideasfancy/novel(新奇的)Read
andexploreReadthepassageandcompletethetable.PublicadsHelptoincreasepublicknowledgeand___________
______________
______________
______________
Toencouragecitizensto____________________________________________________________
______________________________
______________________________
_________Toeducatethepublic____________
______________________________
______________________________participateinimprovingtheirneighorhood,protectingtheenvironmentandhelpingotherpeople.makeoursocietyabetterplaceforeveryoneonfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.educative/informativeRead
andexploreReadthepassageandcompletethetable.FeaturesPurposesDisadvantagesReadthepassageanddecidewhetherthefollowingstatementsaretrue(T)orfalse(F).1.Classicadvertisementsusedtotellpeoplemoreabouttheirproductsbutlittleaboutthecompanies’locations.2.Modernadvertisementscanstillstandouteasilybyspendingalotofmoneyonvisuallyattractivedesign.3.Theconceptoffreedom,success,happinesscanallbeusedbyadvertiserstosellproducts.4.Publicadvertisementsplayanimportantroleineducatingthepublicaboutenvironmental,socialandhealthissues.Post-readingTheAdvertisingGameClassicadsModernadsImprovedmodernadsFurtherimprovedmodernadsPublicadsDrivingforceUsethediagramtotalkaboutwhatyouhavelearntaboutadvertising.GroupworkTheAdvertisingGameClassicadsModernadsImprovedmodernadsPublicadsgiveinformationlocation/whattosellCommercialadsFurtherimprovedmodernadsnotsuitableincompetitivemarketdirectpicturesorwordsfromexpertsnotenoughtobenoticedvisuallyattractivecombinethehigheststandardofdesignwithcreativewaysfreedom,happiness,wealtholdandnoteffectiveusehumorandnewandunusualideasAsaresult,peopleforgetsomeoneissellingthemsth(successful)psychologicallysatisfyingnovel/fancyeducatethepublic…encouragecitizens…
makeacontributiontosocietyeducative/informative1.Whatisthedrivingforceforthedevelopmentofads?2.Whatdoesthetitle“TheAdvertisingGame”mean?3.Whatisthetexttypeofthispassage?4.Whatarethewritingtechniquesinthispassage?Deepthinking：Whatisthedrivingforceforthedevelopmentofads?Para1Line4Suchadvertisementshavegonethroughaprocessofchangeovertheyearsalongwith
social,economic,technologicaldevelopments.或者利用下图进行教学活动GroupworkTheAdvertisingGameClassicadsModernadsImprovedmodernadsPublicadsCommercialadsFurtherimprovedmodernadsDrivingforce?social,economic,technologicaldevelopmentUsethediagramtotalkaboutwhatyouhavelearntaboutadvertisingtoyourgroupmembers.Whatdoesthetitle“TheAdvertisingGame”meantoyou?Bothcommercialadsandpublicadshavetheirrealpurposes.
Nomatterhowcommercialadvertisementsdevelop,
theirrealpurposesarealwayssellingtheirproductsandgettingprofits.Andtheywillalwaysdevelopbecauseofthedrivingforce.Asforpublicads,theywanttoeducateandencouragepeopletomakeacontributiontosocietyandwelfareandmakeoursocietyabetterplaceforeveryone.Youshouldtryto__________exercise______ahealthydiet.Theadvertisingteam___________peoplefromdifferentareas.Theideaoftheadvertisementwas______________afilm.Idon’tlikeanyactivity_____________commercialpurposes.I’dliketo____________neighbourhoodactivities,butIdon’thavetime.Hedidnot___________inthecrowdsotheytooknonoticeofhim.Dr.Kinstonsetforththebasisofhis_________toteachingstudents.They___________movingtoabiggerhousebytheendoftheyear.ExerciseCompletethesentencesusingthecorrectformofthephrases.originatefromlinkwithconsistofparticipateincombine…with…anticipatestandoutapproachcombinewithconsistoforiginatedfromanticipateparticipateinstandoutapproachlinkedwithAdvertisingagencieswouldcreateabasictypeofadvertisementknownasacommercialadvertisement.(Line3)Classicadvertisementsusedtogiveinformationaboutfindingcertainproducts.(Line7)Fromthename,youwouldknowwhatthecompanysells,wheretheyarelocated,andthenameoftheproduct.(Line13)Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbeveryeffective.(Line15)Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.(Line40)Theseadvertisementshavehelpedtoincreasepublicknowledgeabouttopicsthatusedtobeignoredbymostpeople,andthishasmadeoursocietyabetterplace.(Line63)SamplesfromthetextbookDidpeopledothesethingsregularlyorjustonce?Dotheystilldothemnow?FocusonLanguage:usedtoandwouldCompletethetablewithusedto,useto,would
orwouldn’tusedtowould
useto
wouldn’t
useto
WouldSimilarity:Weuseusedtoandwouldtotalk
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