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1、How advertising worksHow advertising works2021/8/11 星期三1 Lets enjoy two advertisements!2021/8/11 星期三21.Do you like McDonalds better than KFC because of the advertisement?2021/8/11 星期三3AdvertisementsWHERE?On billboardsOn busesOn TVOn the radioIn train stationsIn newspapersIn magazinesAt the cinemaAt
2、the airportEverywhere2021/8/11 星期三4Compare advertisementsCompare the two advertisements,which one is easier for you to remember?Why?2021/8/11 星期三5Obey your thirst.Things go better with Coca-Cola.2021/8/11 星期三6Take time to indulge.尽尽情享受吧！情享受吧！2021/8/11 星期三7The new digital era 数码新时代数码新时代2021/8/11 星期三8
3、2021/8/11 星期三9Understanding the advertisements on page 42.1.Water2.A.What is the most common name for H2O?Why did they call it H2O?3.Water.Because it rhymes with“slow”.2021/8/11 星期三10B.What is the purpose of this advertisement?To encourage people to use water wisely and to save water where they can.
4、2021/8/11 星期三11A.What group of people is the advertisement made for?Young people who like sports,the latest fashions and like to be part of a group.2.Super Shooze2021/8/11 星期三12B.What message does the advertisement give?If you wear our shoes youll have an exciting life,and be popular and have fun.20
5、21/8/11 星期三13C.Do you think the message is true?Give reasons.No,because just wearing a certain brand of shoes wont make you exciting,popular or have funit takes much more effort than that.2021/8/11 星期三14A.Why are the first two lines written bigger than the rest of the advertisement?These lines appea
6、r bigger so that they are the first thing people notice about the ad.3.Refresh water2021/8/11 星期三15B.The advertisement says that when you buy two,they will give you two more at no extra cost.Does this mean the advertiser will lose money on the sale?2021/8/11 星期三16No,the advertiser will have worked o
7、ut a price that will still give him a profit even if he is giving away two bottles free.The advertiser also benefits by selling more bottles than he would have if he hadnt offered the free bottles.2021/8/11 星期三17C.Why do advertisers often use the“Buy one get one free”message?People love a bargain,so
8、 they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.2021/8/11 星期三18A.What does this advertisement encourage you to think?It encourages us to think of the sky,air and our environment and about how the environment is being spoiled
9、.4.Environment2021/8/11 星期三19B.What do you think causes air pollution?Human beings cause air pollution by burning fossil fuels,such as gas,oil,coal,etc by using some modern machines,transportation vehicles and also by manufacturing modern products.2021/8/11 星期三20C.How else can advertisers make peopl
10、e more aware of our fragile environment?Tell people more and help them to be more aware of the importance of protecting our environment.2021/8/11 星期三215.“Speeding”and“How fast am I going”?A.Both of these advertisements have the same purpose.What do both ads want people to do?They want people to stop
11、 speeding.2021/8/11 星期三22B.Both ads target a certain group of people.Who are they?Drivers.C.If you were a driver,which advertisement would have most effect on you?Why?Students give their own answers.2021/8/11 星期三23HOW ADVERTING WORKS2021/8/11 星期三24Scan the headings of each section and get a general
12、understanding of the text.Scanning2021/8/11 星期三25Section I(para.1)Section II(para.2)Section III(para.3-7)Section IV(para.8-9)IntroductionWhat is an advertisement?How do advertisers make effective advertisements?How effective are advertisements?Sum up the main idea of each section.2021/8/11 星期三26Read
13、 the text carefully and try to answer the following questions:1.Who advertises?2.Why do they advertise?3.Where do they advertise?4.How do they decide where to advertise?5.Does advertising work?Detail reading2021/8/11 星期三271.Who advertises?Businesses,individuals,organizations and associations.2.Why d
14、o they advertise?They want to sell something or to inform or educate the public.2021/8/11 星期三283.Where do they advertise?On TV and radio,in magazines and newspapers(also on clothes,billboards,at sports fields,on buses and trains,at bus and train stations and many other places).2021/8/11 星期三294.How d
15、o they decide where to advertise?They consider their budget and what medium is most likely to be seen or heard by the target consumer.5.Does advertising work?Yes and no.People are not usually persuaded by ads to buy things they have no use for.However,ads do change peoples opinions over time.2021/8/
16、11 星期三30Read the text carefully and fill in the blanks with proper words.How advertising worksWhat is anadvertisement?An advertisement is a 1_ that informs or influences people.message or announcement2021/8/11 星期三31How advertising worksHow do advertisers make effectiveadvertisements?Identify your ta
17、rgetAdvertisers 2 _ and find out as much as possible about them,which 3 _ for decisions about what type of advertising techniques to use with this group.identify the target groupforms the basis2021/8/11 星期三32How do advertisers make effectiveadvertisements?Appeal to your targetIn order to 4 _ people
18、to do something,advertisements often appeal to our hopes and dreams or our emotions.persuade2021/8/11 星期三33How do advertisers make effectiveadvertisements?Use a suitable mediumAs well as reaching the right audience with the right technique,advertisers must also 5_.Obviously,cost will play a big part
19、 in this decision.place their ads in the right medium2021/8/11 星期三34How effective are advertisements?However good an advertisement is,people 6 _ be persuaded if the product is unsuitable for them.On the other hand,7_ to advertisements can help to change our opinions over time.are unlikely tobeing co
20、nstantly exposed2021/8/11 星期三35What is an ad?1)Definition(a message or announcement that intends to inform or influence people)2)Means(words,pictures,music,film)3)Advertisers(business,individuals,organizations,associations)Conclusion2021/8/11 星期三36How do advertisers make effective ads?1)Identify the
21、 target(find out necessary information about this group)2)Appeal to the target(hopes,dreams,emotions,desires)3)Use a suitable medium (cost,media)2021/8/11 星期三37How effective are ads?1)When there is a need for the product.2)2)If the target audience is exposed to ads constantly.2021/8/11 星期三381.In pairs,discuss the questions in Ex 2 on P44.2.Finish Ex 3 on P45 in pairs.HOMEWORK2021/8/11 星期三392021/8/11 星期三40