新视野英语教程教学资源book省公共课一等奖全国赛课获奖课件.pptx

NEW HORIZON ENGLISH COURSES AdvertisingUnit 2第1页Unit 2Advertising1Around the Topic2Section A A3Section B4Section CLeadingInExploringtheTopicWarming-upTextAExercisesBackgroundInformationReadingThroughExercisesRelatedKnowledgeSampleReadingExercisesUsefulTerms第2页Section BSection CSection AExploring the TopicAround the TopicSinceancientGreece,peoplehavehaddifferentpointsofviewaboutadvertising.Someregardadsasdeceptive,whileothersseeitasausefultoolforinformation.Perhapsitisbecauseadsareusedforjustaboutanythingonecouldimagine.Goonandexploreyourownfeelingsaboutadvertising.第3页Section BSection CSection ALeading inAround the Topic1.What are the purposes of advertisement?increasing the sale of a productproviding information about the productcompeting in the marketdrawing new buyers第4页Section BSection CSection ALeading inAround the Topic*We can get much information from ads.*Ads are a must for our society.*Ads improve our living standards.*Its fun watching or listening to ads.2.What are the merits of advertisement?第5页Section BSection CSection ALeading inAround the Topic*Ads lie.*Ads encourage bad things.*Ads make people spend more money.*Ads make people feel bad.3.What are the demerits of advertisement?第6页Section BSection CSection ALeading inAround the Topic4.What ads do you like or dislike most?第7页Section BSection CAround the TopicSection ASection A Advertising第8页Text AExercisesSection BSection CAround the TopicSection ADirections:The following paragraph is taken from Text A.Listen carefully and fill in the blanks without referring to the original text._ is the difficult business of bringing information to great _ of people.The purpose of an advertisement is to _ people respondto make them _ to an idea,such as _ to prevent forest fires,or to make them want to buy a certain _ or service.Spot DictationAdvertising numbers make helping product react 第9页Text AExercisesSection BSection CAround the TopicSection AWatchthefilmclipsanddiscussthefollowingquestions:1)Whatistheadabout?2)Whataspectoftheproductdoestheademphasize?3)Howdoyoulikethisad?Why?Watch&Discuss第10页Text AExercisesSection BSection CAround the TopicSection ASummary of the clips and reference for discussion This ad is about a type of SIEMENS mobile phone.This type of mobile phone has combined the functions of mobile phones and digital cameras.It can transmit the video message to the mobile phone holder wherever he/she is.The mobile phone has helped to make the marriage proposal even more romantic.Suppose you were the girl in the ad,could you refuse the romantic proposal?Were you a fashionable person,could you resist the temptation of such a stylish mobile phone?If your answer is no,then the ad works.Watch&Discuss第11页Warming-upExercisesSection BSection CAround the TopicSection AAdvertisingispartofourdailylives.Tofindproof,you have only to leaf through a magazine ornewspaper,orcounttheradioortelevisioncommercialsthatyouhearinoneevening.Mostpeopleseeandhearamass of advertising messages every day.And peoplerespondtothemanydevicesthatadvertisersusetogaintheirattention.Para.1 广告业广告业 广告是我们日常生活一部分。要证实这一点，你只要广告是我们日常生活一部分。要证实这一点，你只要浏览一下杂志和报纸，或者计算一下你晚上所收听到广播浏览一下杂志和报纸，或者计算一下你晚上所收听到广播或电视商业广告有多少就行了。大多数人天天看到和听到或电视商业广告有多少就行了。大多数人天天看到和听到大量广告信息，而人们会对广告商为赢得人们注意力所使大量广告信息，而人们会对广告商为赢得人们注意力所使用各种伎俩作出反应。用各种伎俩作出反应。ChineseChineseAdvertisingAdvertising第12页Warming-upExercisesSection BSection CAround the TopicSection AChineseChinese Advertising is a big businessand,tomanypeople,afascinatingonefilledwithattractionandexcitement.Itspartliterature,partart,andpartshowbusiness.AdvertisingAdvertisingPara.2 广告业是一个大行业广告业是一个大行业而且对许多人来说，它是个而且对许多人来说，它是个很有吸引力行业，迷人而刺激。它是宣传印刷，是艺术，也很有吸引力行业，迷人而刺激。它是宣传印刷，是艺术，也是娱乐。是娱乐。第13页Warming-upExercisesSection BSection CAround the TopicSection APara.3Advertising is the difficult business of bringinginformationtogreatnumbersofpeople.Thepurposeofan advertisement is to make people respondto makethemreacttoanidea,suchashelpingtopreventforestfires,ortomakethemwanttobuyacertainproductorservice.ChineseChinese 广广告告业业是是一一个个艰艰巨巨行行业业，它它要要把把信信息息传传递递给给许许许许多多多多人人。广广告告目目标标是是让让人人们们作作出出响响应应让让他他们们对对某某一一想想法法作作出出反反应应，比比如如帮帮助助防防止止森森林林火火灾灾，或或者者让让他他们们产产生生购购置置某某种种产产品品或或某某种种服务欲望。服务欲望。第14页Warming-upExercisesSection BSection CAround the TopicSection APara.4At the beginning of the 20th century,advertising wasdescribedas“salesmanshipinprint.”Ifthisdefinitionwereexpandedtoincluderadioandtelevision,itwouldstillstandtoday.ChineseChinese 20 20 世世纪纪初初，广广告告被被描描述述为为“印印在在纸纸上上销销售售艺艺术术”。假假如如把这个定义涵盖到广播和电视，那么这个定义至今依然成立。把这个定义涵盖到广播和电视，那么这个定义至今依然成立。第15页Warming-upExercisesSection BSection CAround the TopicSection APara.5Themosteffectivewaytosellsomethingisthroughperson-to-personcontact.Butthecostofperson-to-personsellingishigh.Becauseittakesagreatdealoftime,itincreasesthecostoftheproductorservice.Advertising,then,distributesthesellingmessagetomanypeopleatonetime.ChineseChinese 出出售售商商品品最最有有效效方方法法是是经经过过人人与与人人接接触触。不不过过人人与与人人直直面面销销售售成成本本很很昂昂贵贵。因因为为它它花花费费很很多多时时间间，所所以以就就增增加加了了产产品品或或服服务务成本。然而广告却能够把销售信息在同一时间里传输给许多人。成本。然而广告却能够把销售信息在同一时间里传输给许多人。第16页Warming-upExercisesSection BSection CAround the TopicSection APara.6Advertisingisveryold.ItcanbefoundasfarbackasthepubliccriersofancientGreecewho,forafee,shoutedoutmessagesaboutacompanysproductstooneandall.Butitfirstbecameimportantinthelate15thcentury,whenthetradersoftherapidlygrowingcitiesandruraltownsneededawaytotellpeoplewheretheirgoodscouldbebought.ChineseChinese 广广告告业业非非常常古古老老，它它能能够够追追溯溯到到古古希希腊腊街街头头巷巷尾尾叫叫卖卖小小贩贩们们他他们们大大声声喊喊叫叫，把把商商行行产产品品信信息息传传递递给给每每个个人人，并并所所以以取取得得一一定定酬酬劳劳。而而广广告告变变得得主主要要最最早早是是在在1515世世纪纪后后期期，当当初初，快快速速发发展展起起来来城城镇镇商商人人需需要要有有种种路路径径，让让人人们们知知道道在在哪哪儿儿能能够够买买到到他他们们货物。货物。第17页Warming-upExercisesSection BSection CAround the TopicSection APara.7ChineseChineseThefirstprintedadvertisementintheEnglishlanguageappearedin1478,morethanacenturybeforeShakespearesfirst play was produced.This early ad was the work ofWilliam Caxton,Englands first printer,who used it toadvertise religious books from his own studio.CaxtonpostedsmallprintednoticesalongLondonsmainstreets.Besidesadvertisinghisproduct,heidentifiedhisshopwithacertaintrademarksothatcustomerscouldfinditeasily.第一张英文印刷广告出现在第一张英文印刷广告出现在14781478年，它比莎士比亚第一部戏年，它比莎士比亚第一部戏剧还早一个多世纪。这张早期广告是英国第一个印刷商威廉剧还早一个多世纪。这张早期广告是英国第一个印刷商威廉 卡卡克斯顿作品，他利用广告来兜售他自己工场制作出来宗教书籍。克斯顿作品，他利用广告来兜售他自己工场制作出来宗教书籍。卡克斯顿沿着伦敦主要街道张贴小型印刷广告。除了给自己产品卡克斯顿沿着伦敦主要街道张贴小型印刷广告。除了给自己产品做广告外，他还用某种商标来标明自己商店，方便让用户能轻易做广告外，他还用某种商标来标明自己商店，方便让用户能轻易地找到。地找到。第18页Warming-upExercisesSection BSection CAround the TopicSection APara.8ChineseChinese 与与此此相相同同简简单单、信信息息性性广广告告现现在在依依然然沿沿用用。比比如如路路边边招招牌牌，它它们们告告诉诉路路人人在在前前面面路路边边能能够够买买到到新新鲜鲜玉玉米米或或者者下下一一个个城城镇镇有有个餐馆。个餐馆。Thissamesortofsimple,informationaladvertisingisstillused.Examplesincludetheroadsidesignsthattelltravelersthattheycanbuyfreshcornjustdowntheroadorthatthereisarestaurantinthenexttown.第19页Warming-upExercisesSection BSection CAround the TopicSection APara.9TheIndustrialRevolution,inthe18thand19thcenturies,broughtanewkindofadvertising.Largefactoriestooktheplace of small workshops,and goods were produced inlarge quantities.Manufacturers used the newly builtrailroadstodistributetheirproductsoverwideareas.ChineseChinese 1818世世纪纪和和1919世世纪纪工工业业革革命命带带来来了了一一个个新新广广告告形形式式。大大工工厂厂取取代代了了小小作作坊坊，商商品品被被大大量量生生产产。生生产产商商利利用用新新筑筑铁铁路路将将货货物物发发送送到广大区域。到广大区域。第20页Warming-upExercisesSection BSection CAround the TopicSection APara.9Theyhadtofindmanythousandsofcustomersinordertostay in business.They could not simply tell people whereshoesorclothorteacouldbeboughttheyhadtolearnhowtomakepeoplewanttobuyaspecificproduct.Thusmodern advertising was born.Advertising helped tocreatenewmarketsandtoraisestandardsoflivingaspeoplecametofeelthattheyhadarighttonewandbetterproducts.ChineseChinese 为了维持生意，他们得找到数以千计用户。他们不能只告诉为了维持生意，他们得找到数以千计用户。他们不能只告诉人们到哪里去买鞋子、布匹或者茶叶；他们还必须学会怎样使人人们到哪里去买鞋子、布匹或者茶叶；他们还必须学会怎样使人们想买某一详细产品。于是，当代广告业就这么诞生了。广告有们想买某一详细产品。于是，当代广告业就这么诞生了。广告有利于开拓新市场，有利于生活水平提升，因为人们逐步认识到他利于开拓新市场，有利于生活水平提升，因为人们逐步认识到他们有权利享用新、更加好商品。们有权利享用新、更加好商品。第21页Warming-upExercisesSection BSection CAround the TopicSection AAdvertisingagenciesbegantodevelopintheUnitedStatesjustaftertheCivilWar.Atfirst,thechiefobjectiveoftheseagencies was to sell space in the various media,mainlynewspapersandmagazines.Buttheysoonaddedtheserviceofwritingandproducingadvertisements.Fromthesemodestbeginnings,advertisinghasdevelopedintoahighlyspecializedandprofitablebusiness.ChineseChinese 在在美美国国，广广告告代代理理企企业业是是在在内内战战刚刚结结束束后后开开始始发发展展起起来来。起起先先，这这些些企企业业主主要要目目标标是是卖卖各各种种媒媒体体主主要要是是报报纸纸和和杂杂志志空空版版面面，但它们很快又增加了撰写和制作广告业务。但它们很快又增加了撰写和制作广告业务。从从这这些些平平凡凡开开端端，如如今今广广告告业业发发展展成成了了高高度度专专业业化化和和高高利利润润行行业。业。第22页Warming-upExercisesSection BSection CAround the TopicSection AMeaning:If you want to get the evidence(to support the statement),all you need to do is take a quick look at a magazine or newspaper,or find out how many advertisements you hear over the radio or on television in one evening.1To find proof,you have only to leaf through a magazine or newspaper,or count the radio or television commercials that you hear in one evening.第23页Warming-upExercisesSection BSection CAround the TopicSection AMeaning:It(Advertising)is a mixture(or combination)of printed material,artistic word and entertainment.2Its part literature,part art,and part show business.第24页Warming-upExercisesSection BSection CAround the TopicSection AMeaning:Advertisements are intended to make people do or say something as the advertisers want them to.For instance,they are made to help people to prevent forest fires,or to make people want to buy some product or service.3The purpose of an advertisement is to make people respondto make them react to an idea,such as helping to prevent forest fires,or to make them want to buy a certain product or service.第25页Warming-upExercisesSection BSection CAround the TopicSection AMeaning:If advertising is regarded as salesmanship on radio or in television as well as in print,this broadened explanation of this term would still remain valid(or would still hold)today.4If this definition were expanded to include radio and television,it would still stand today.第26页Warming-upExercisesSection BSection CAround the TopicSection AMeaning:But advertising became important for the first time in the late 15th century.At that time,traders from the fast growing cities and towns in the countrysideneeded a way to tell people where to buy their goods.5But it first became important in the late 15th century,when the traders of the rapidly growing cities and rural towns needed a way to tell people where their goods could be bought.第27页Warming-upExercisesSection BSection CAround the TopicSection AMeaning:The sign by the roadside is one of such examples.It tells travelers they can buy fresh corn by the roadside ahead.Or it tells that there is a restaurant in the next town.6Examples include the roadside signs that tell travelers that they can buy fresh corn just down the road or that there is a restaurant in the next town.第28页Warming-upExercisesSection BSection CAround the TopicSection AMeaning:They had to find hundreds and thousands of customers in order to keep their businesses going.7They had to find many thousands of customers in order to stay in business.第29页Warming-upExercisesSection BSection CAround the TopicSection AMeaning:.they must learn to persuade people to buy a particular product.8.they had to learn how to make people want to buy a specific product.第30页Warming-upExercisesSection BSection CAround the TopicSection AMeaning:People gradually(or in course of time)became aware that it was justified for them to demand new and better goods.Therefore,advertising played a positive role in expanding markets and improving the livelihood of the people.9Advertising helped to create new markets and to raise standards of living as people came to feel that they had a right to new and better products.第31页Warming-upExercisesSection BSection CAround the TopicSection AMeaning:Though advertising began as a simple process,it has grown into a controlled business that is quite scientific in nature and brings in huge profits.10From these modest beginnings,advertising has developed into a highly specialized and profitable business.第32页Warming-upExercisesSection BSection CAround the TopicSection AMain Idea&StructureFirst reading:Scan the passage and try to catch the main idea.The following words are for your reference to organize the idea.development,advertising,datebackto,publiccrier,15thcentury,WilliamCaxton,theIndustrialRevolution,newkindofadvertising,advertisingagencies,highlyspecializedandprofitablebusinessSecondreading:Read the passage again and try to identify the structure of this passage.第33页Warming-upExercisesSection BSection CAround the TopicSection A The passage tells us about the development of advertising.Advertising can be dated back to ancient Greece when there were public criers.In the 15th century,advertising became important with the rapid growing cities and towns.The first printed advertisement in the English language appeared in 1478,which was the work of William Caxton,Englands first printer.The Industrial Revolution brought a new kind of advertising.This kind of advertising could not simply tell people where to buy certain things,but most important,they should make people want to buy certain products.Advertising agencies began to develop in the United States after the Civil War.Nowadays,advertising has developed from the modest beginnings into a highly specialized and profitable business.Main IdeaMain Idea第34页Warming-upExercisesSection BSection CAround the TopicSection AvMain idea:The development of advertising agencies.StructureStructurevMain idea:Advertising is the business of bringing information to great numbers of people.vMain idea:Advertising is part of our daily life.Its part literature,part art,and part show business.Part II:Paras.3-5Part III:Paras.6-9Part I:Paras.1-2vMainidea:The development of advertising.Part V:Para.11vMainidea:Advertising has now developed into a highly specialized and profitable business.Part IV:Para.10第35页Warming-upExercisesSection BSection CAround the TopicSection AWords&Expressionsadvertisingartpreventdistribute gainreactexpandindustrialtrademarkquantityrailroadspecificgoodsobjectivechiefprofitable第36页Warming-upExercisesSection BSection CAround the TopicSection AWords&Expressionsleaf througha mass of respond to one and alltake the place of react toin large quantities第37页Warming-upExercisesSection BSection CAround the TopicSection AExercisesExercisesadvertising n.广告业e.g.Let us launch an advertising campaign to promote the sale of our new products.让我们开展一个广告宣传活动来促销我们新产品。让我们开展一个广告宣传活动来促销我们新产品。广告和其它交际形式区分在于做广告人得为他所传递信息付广告和其它交际形式区分在于做广告人得为他所传递信息付费。费。Advertising is distinguished from other forms of communication in that the advertiser pays for the message to be delivered.第38页Warming-upExercisesSection BSection CAround the TopicSection Againv.【1】obtain(something useful,advantageous,wanted,etc.)取得；得到取得；得到 e.g.I hope she will gain by the experience.我希望她能够从这次经历中吸收教训。我希望她能够从这次经历中吸收教训。【2】have an increase in增加；促进增加；促进 e.g.Although he has been going on a diet for