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1、 Unit 11 The Media Lesson 3 The Advertising Game ( Period One ) Objectives By the end of this lesson, youll be able to know the design, the idea and the effect of advertisements; understand advertisement development; discuss advertisingLead-inWatch a video of an advertisement and guess,“What product

2、 is it for?” 只溶在口，不溶在手只溶在口，不溶在手（MM巧克力）巧克力）M&Ms melt in your mouth, not in your hand.Pre-readingCan you think of some advertisements you have seen? Where have you seen advertisements?on TV in the newspaperon the Internet on the radioin the street at bus/train/subway stationon the bus in the magazineo

3、n the balloon on the clothesin the catalogue on the boardin the window displayChoose the words for their definitions1. to make known to the public, e.g. in a newspaper or on TV _2. something used for advertising things _3. the business of encouraging people to buy goods by means of ads _4. the perso

4、n who makes ads _advertiser advertise advertisement advertisingadvertiseadvertisementadvertisingadvertiserWhile-reading: 1st reading What does the passage talk about? A. The advantages and disadvantages of ads B. Different sorts of adsC. The development of advertisingD. The effect of ads on our life

5、E. Peoples attitude toward adsWhile-reading: 2nd reading Re-arranging1. Products are sometimes linked with different concepts or ideas.2. New and unusual ideas often appear in todays top advertisements.3. An ad may give direct information like names or locations.4. Public ads have helped to increase

6、 public knowledge.5. Ads are made visually attractive to hold the attention of the public.12345While-reading: 3rd reading Answering1. When does the simplest type of advertisement work? 2. Why are modern techniques of design not enough for advertisements to be noticed in modern cities?3. What ideas d

7、o todays advertisers use to make you notice their products?4. What has the government done during the last decade? 1. When does the simplest type of advertisement work? Answer the following questionsThey work for products that people need when there is not much competition.2. Why are modern techniqu

8、es of design not enough for advertisements to be noticed in modern cities? Because people are used to seeing high standards of visual design.3. What ideas do todays advertisers use to make you notice their products?new and unusual ideashumourous They use humour as well as new and unusual ideas to su

9、rprise people. They hope to make people forget that someone is trying to sell them something.4. What has the government done during the last decade?saving waterfighting aidshelping the poorgiving up smokingOver the last decade, the government has worked hard at using advertisements to educate the pu

10、blic on fighting AIDS, saving water, helping the poor, giving up smoking, etc.THE ADVERTISING GAMEEnjoy the advertisements and put them in the suitable places.Problems How to solve?ExamplesTypes1234Read in detail and complete the table. Details Problems How to solve?Examples Types It is _ to be just

11、 the _ of a _ or a _.Ads need to _ and _ the _ of the public.Some ads _ pictures or the _ of experts, others try to _ ads that people simply _ at._ advertisementslikelynamecompanygeneral locationattractholdattentionconsist ofwordscreateenjoy lookingCelebrity Details Problems How to solve?Examples Ty

12、pes People are used to _.Modern ads must _ the _ standards with ideas to make them more _.Some ads may use the _ of _ to sell the car. Other common ideas include _, _ and _._ advertisementsseeing highstandards of visual designcombinehighestattractivefreedomconcepthappinesswealthsuccessConcept Detail

13、s Problems For many of todays advertisers, _ old ideas is not a successful approach.How to solve?The advertisers look for other ways to make people _.Examples The top advertisers use _ as well as _ and _ ideas to surprise people.Types _ advertisementsrepeatingnotice their productshumournewunusualCre

14、ative Details Problems Some advertising is about _ and _ for profit.How to solve?Some ads aim to make _ to _.Examples 1. _ citizens to _ in improving their neighbourhood.2. _ the public on _ AIDS, _ water, _ the poor, _ smoking, etc.Types _ advertisements selling productsservicesEncouraging participateEducating fighting savinghelpinggiving upCharity contributionssocietyVoice your opinionHow do advertisements affect our daily life? Have you ever bought anything because you liked the idea promoted in the advertisement?Thanks a lot!Thanks a lot!