Unit6TheMediaLesson3TheAdvertisingGame课件高中英语北师大版选择性

Lesson3TheAdvertisingGameUNIT6THEMEDIA

LearningObjectives010203Icanmastersomeimportantwordsandphrasesinthecontext;Icangetthegeneralideaoftheadvertisinggameandtalkaboutadvertising;Icanknowthetexttypeandsomewritingtechniques;04Icanreadfordeepunderstandingandsummariseinformation;Haveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?ActiveandsharethenameofacompanywordsofexpertsWhatinformationdoestheseadvertisementsconvey?theconceptoffreedomtheplacefromwhichtheproductoriginates1.Haveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?Whatmakesanadvertisementattractive?theproductnamethenameofacompanywordsofexpertshumorouslanguagetheconceptoffreedompicturesorimagestheunusualideathedesign由于，因为(1)Whatisthetextmainlyabout?a.Differenttypesofadvertisementsb.Thedevelopmentofadvertisementsc.Differentattitudestowardsadvertisements(2)Whatisthetypeofthetext?a.ANarrativeb.Anargumentationc.AnexpositionTask1Skimthroughthetext.2．Underlinethemainideaofeachparagraphonthebookandthenmatchthesummarizedideawitheachparagraph.Para.1

A．classicadsPara.2 B．purposeofadsPara.3 C．publicadsPara.4 D．modernadsPara.5 E．improvedmodernadsPara.6 F．furtherimprovedmodernadsWhathelpedyouidentifythetexttype?SkillBuilderIdentifyingTextTypesYoucanidentifythetexttypebasedonthefollowinginformation:∙

titles(e.g.ASeaStory,A

MedicalPioneer);∙textstructures(e.g.timeorder,argumentandsupportingdetails);∙typicalexpressions(e.g.once

uponatime,inconclusion).Itintroducesthedevelopmentofadvertisementintheorderoftime,anditcontainslotsoftimeexplanationsandexamples.P58

3

The

advertising

industrystartedwiththe

fundamentalpurposeofpromotingandsellinggoodsto

people(whomightneedthem.)广告业的根本目的是向潜在消费者推销商品。Advertising

agencies

wouldcreatea

basic

typeofadvertisementknownas

a

commercialadvertisement.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。

定语从句以...开始被称作Suchadvertisementshave

gonethrough

aprocessofchange

overtheyearsalongwith

social,economicandtechnologicaldevelopments.多年来这些广告与社会、经济和技术发展过程一起经历了一个变化的过程。gothrough经历，遭受，通过；复习与...一起多年来Classicadvertisementsusedtogiveinformationaboutfinding

certainproducts.

以前，经典的广告会给出识别某种产品的信息。usedtodo

过去经常（一直）发生beusedtodo

被用来做...beusedtodoing

习惯于做...表示过去经常性或习惯性的动作或状态现在已经结束usedtodo过去常常Itwaslikelytobethenameofacompany,part(of

whichmightincludethenameoftheplace)(fromwhichtheproductoriginated.)belikelytobe很可能是…“介词+关系代词”引导的非限制性定语从句，指代前面的“公司名”“介词+关系代词”引导的定语从句指代前面的“地方名”

originatefrom

这些信息很可能是公司名，其中一部分公司名可能包含产品的原产地。Therearemanyjumppatterns,mostof9.___________areaccompaniedbyasong.which1．Itwaslikelytobethenameofacompany，partofwhichmightincludethenameoftheplacefromwhichtheproductoriginated.[句式分析]

此句为

________句。第一个which引导

____________从句，关系词指代

_____________________，定语从句中又包含一个“介词＋which”引导的定语从句，第二个which指代

_______。[自主翻译]

主从复合非限制性定语thenameofacompanytheplace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。Sentencesanalysis:Forexample,itcouldbe“ShanghaiSewingMachines”,or“TsingTaoBeerCorporation”.比如,“上海缝纫机厂”或“青岛啤酒公司”。Fromthenameyouwouldknow(whatthecompanysells,)(where

theyarelocated,)

(andthenameoftheproduct.)从名字上，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。宾从宾从Para.3Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbevery

effective.广告代理公司过去常制作这种广告，而且效果很好。Butthentheyrealisedthatitmightnotbesuitableforamarketplace

(whereproductsandservicesare

indirectcompetitionwitheachother.)

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适合于where引导的定语从句Particularlynow,inmoderntimes,advertisementsneedto

attract

andholdtheattentionofthepublic.特别是在当代社会，广告需要吸引、保持公众的注意力。Forthisreason,it’snownormaltoseeadvertisements

(that

consistofpicturesorwordsfromexperts)toshowpeoplehow

good

theproduct

is.

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。that引导的定语从句it形主tosee真主由...组成how+adj.+主语+谓语3．Forthisreason，it’snownormaltoseeadvertisementsthatconsistofpicturesorwordsfromexpertstoshowpeoplehowgoodtheproductis.[句式分析]

此句为________句。it是________，

真正的主语是________________________。that引导的是______从句，

在从句中充当_____。toshowpeoplehowgood...中how引导的是____从句。[自主翻译]

主从复合形式主语toseeadvertisements...定语主语宾语因此，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。2．Fromthenameyouwouldknowwhatthecompanysells，wheretheyarelocated，andthenameoftheproduct.[句式分析]

此句为

________句。what和where引导的是______从句。[自主翻译]

主从复合宾语一看名字，你就知道这些公司销售的具体产品、它们的所在地以及产品名称。

Otherstrytocreateadvertisements

(thatpeoplesimplyenjoylookingat.)还有一些广告代理公司尝试制作(具有观赏性的)广告。

Aspresent-dayadvertisersoftenhavelargebudgets,

hugemountsofmoneyarespentonapplyingmoderndesigntechniquestomaketheseadvertisementsasvisually

attractiveaspossible.as+adj+aspossible

尽可能...的that引导的定语从句因为，由于大量的bedone：被动

：被花在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。不足以做某事Becauseoftheboostinadvertising,peopleareusedtoseeingahighstandardofvisualdesign.因为广告业的迅速发展，人们习惯于看到高水准的视觉设计。

Modernadvertisementsneedsomethingelse

toseparatethemfromtheircompetitors.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。beusedtodoing习惯于separate...from...把…与…区别开来Tostandoutinaworldofcompetitiveadvertising,theymustcombinethehigheststandardofdesignwith

creativewaystomakepeoplebelievethatthey“musthavetheproduct”.Forexample,someadvertisementsmaysuggest(thatbuyingacarcanmakeyoufree.)例如，一些广告可能会暗示买车能让你自由。

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that引导的宾语从句Thatis,theyusetheconceptoffreedomtosellthecar.Othercommon

ideasincludehappiness,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，在广告界，这些概念和广告业一样历史悠久。as...as...和...一样...Formanyoftoday’sadvertisers,repeatingoldideasisnotasuccessfulapproach.Ideas

(thatwouldworkinthepastgenuinely)arenotaseffectivenow.对很多今天的广告商而言，重复旧的想法并不是一个成功的方法。过去可行的想法，放到现在并不一定有效。对……而言动名词作主语定从奏效；起作用Theyrealise(thatitdoesnotmatterhow

attractive

theidea

linkedwiththeproduct

is)—mostpeopleknowandanticipatethatthemainpurposeoftheadvertisementistomakecustomersbuytheproduct.

他们意识到与产品关联的想法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。宾从形主真主，how引导主语从句过去分词做后置定语how+adj.+主+谓4．Theyrealisethatitdoesnotmatterhowattractivetheidealinkedwiththeproductis—mostpeopleknowandanticipatethatthemainpurposeoftheadvertisementistomakecustomersbuytheproduct.[句式分析]

此句为________句。it是________，_____引导的从句是真正的主语。linkedwiththeproduct是过去分词短语作________，修饰theidea；toduct是动词不定式短语作______。两个that引导的都是______从句。[自主翻译]

主从复合形式主语how后置定语表语宾语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。Instead,theseadvertiserslookforotherwaystomakepeoplenoticetheirproducts.Thetopadvertisersoftoday

believe

that(usinghumouraswellasnewandunusualideastosurprisepeople)isimportant.

寻找宾从以及于是，广告商寻找其他的方法让更多的消费者注意到他们的产品。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才是重要的。Theiraimistocreatesomething

(thathasneverbeenseenbefore)and(thatpeoplefindinteresting).Bydoingthis,theyhopetomakepeopleforgetthatsomeoneistryingtosellthemsomething!定从定从宾从他们的目的是创造一些从未被见过的以及人们觉得有趣的东西，进而让消费者忘记有人在试图向他们推销商品！sellsbsth

向某人卖某物5．Theiraimistocreatesomethingthathasneverbeenseenbeforeandthatpeoplefindinteresting.[句式分析]

此句为________句。两个that引导的都是_________，修饰_________。[自主翻译]

主从复合定语从句something他们的目的是创造一些人们从未见过并且觉得有趣的东西。However,notalladvertisingisaboutsellingproductsandservicesforaprofit.Someadvertisementsnowadaysaimto

makeacontributiontosocietyandwelfare.

aimtodo

旨在做某事为...做出贡献然而，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。Forexample,therearepublicadvertisements,which

encouragecitizensto

participateinimprovingtheirneighbourhood,protectingtheenvironment,andhelpingotherpeople.

公益广告非限定从encouragesbtodo

鼓励某人做某事参加比如公益广告，它鼓励市民参与改善社区、保护环境和帮助他人的活动。6．Forexample，therearepublicadvertisements，whichencouragecitizenstoparticipateinimprovingtheirneighbourhood，protectingtheenvironment，andhelpingotherpeople.[句式分析]

此句为_________句。which引导的是____________从句。从句中improving...，protecting...，andhelping...作介词in的_________。[自主翻译]

主从复合非限制性定语并列宾语比如公益广告，它鼓励市民参与改善社区、保护环境和帮助他人的活动。Overthelastdecade,the

governmenthassponsoredadvertisementstoeducatethepubliconfightingAIDS,savingwater,

helping

thepoor,givingupsmoking,etc.

在过去的10年，现在完成时标志词关于the+adj

贫困人口过去的十年里，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。Theseadvertisementshavehelpedtoincreasepublic

knowledgeabout

topics(that

usedtobeignoredbymostpeople),andthishasmadeoursocietyabetterplaceforeveryone.增加对……的公共认知定从usedtodo过去常常bedone:被动：被忽略make+宾语+宾补(n.)使我们的社会变得更好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。Task6Publicads.Readthepassageanddecidewhetherthefollowingstatementsaretrue(T)orfalse(F).1.Classicadvertisementsusedtotellpeoplemoreabouttheirproductsbutlittleaboutthecompanies’locations.2.Modernadvertisementscanstillstandouteasilybyspendingalotofmoneyonvisuallyattractivedesign.3.Theconceptoffreedom,success,happinesscanallbeusedbyadvertiserstosellproducts.4.Publicadvertisementsplayanimportantroleineducatingthepublicaboutenvironmental,socialandhealthissues.Youshouldtryto__________exercise______ahealthydiet.Theadvertisingteam___________peoplefromdifferentareas.Theideaoftheadvertisementwas______________afilm.Idon’tlikeanyactivity_____________commercialpurposes.I’dliketo____________neighbourhoodactivities,butIdon’thavetime.Hedidnot___________inthecrowdsotheytooknonoticeofhim.Dr.Kinstonsetforththebasiso