Unit-2-Advertising-Section-APPT课件.ppt

Section A Advertising Contents Unit 2 Unit 2 Advertising AdvertisingWarming UpReading Through Text A Main Idea&Structure Words&ExpressionsExercises2Spot DictationActivity IActivity IIWatch and Discuss Warming Up3Directions: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 bringinginformationtogreat_ofpeople.Thepurposeofanadvertisementisto_peoplerespondtomakethem _ to an idea,such as _ to preventforest fires,or to make them want to buy a certain_orservice.Advertising numbers make helping productreact Spot Dictation4Watchthefilmclipsanddiscussthefollowingquestions:1)Whatistheadabout?2)Whataspectoftheproductdoestheademphasize?3)Howdoyoulikethisad?Why?Watch&Discuss5 ThisadisaboutatypeofSIEMENSmobilephone.Thistypeofmobilephonehascombinedthefunctionsofmobilephoneanddigitalcamera.Itcantransmitthevideomessagetothemobilephoneholderwhereverhe/sheis.Themobilephonehashelped to make the marriage proposal even more romantic.Suppose you were the girl in the ad,could you refuse theromanticproposal?Wereyouafashionableperson,couldyouresistthetemptationofsuchastylishmobilephone?Ifyouranswerisno,thentheadworks.Summary of the clips and reference for discussion Watch&Discussion6 Reading Through7ChineseChineseText AAdvertisingispartofourdailylives.Tofindproof,youhaveonlytoleafthroughamagazineornewspaperorcounttheradioor television commercials that you hear in one evening.Mostpeopleseeandhearamassofadvertisingmessageseveryday.Andpeoplerespondtothemanydevicesthatadvertisersusetogaintheirattention.Advertising is a big businessand,to many people,afascinatingone,filledwithattractionandexcitement.Itispartliterature,partart,andpartshowbusiness.AdvertisingAdvertisingPara 1&28Para 3&4Advertisingisthedifficultbusinessofbringinginformationtogreatnumbersofpeople.Thepurposeofanadvertisementistomakepeoplerespondtomakethemreacttoanidea,suchashelpingtopreventforestfires,ortomakethemwanttobuyacertainproductorservice.At the beginning of the 20th century,advertising wasdescribedas“salesmanshipinprint”.Ifthisdefinitionwereexpanded to include radio and television,it would still standtoday.ChineseChineseText A9Para 5&6Themosteffectivewaytosellsomethingisthroughperson-to-personcontact.Butthecostofperson-to-personsellingishigh.Becauseittakesagreatdealoftime,itincreasesthecostoftheproductorservice.Advertising,then,distributesthesellingmessagetomanypeopleatonetime.Advertisingisveryold.ItcanbefoundasfarbackasthepubliccriersofancientGreecewho,forafee,shoutedoutmessagesaboutacompanysproductstooneandall.Butitfirstbecameimportantinthelate15thcentury,whenthetradersoftherapidlygrowingcitiesandruraltownsneededawaytotellpeoplewheretheirgoodscouldbebought.ChineseChineseText A10Para 7ChineseChineseText AThe first printed advertisement in the English languageappearedin1478,morethanacenturybeforeShakespearesfirstplaywasproduced.ThisearlyadwastheworkofWilliamCaxton,Englands firstprinter,whoused ittoadvertise religiousbooksfromhisownstudio.CaxtonpostedsmallprintednoticesalongLondons main streets.Besides advertising his product,heidentifiedhisshopwithacertaintrademarksothatcustomerscouldfinditeasily.11Para 8&9Thissamesortofsimple,informationaladvertisingisstillused.Examplesincludetheroadsidesignsthattelltravelersthattheycanbuyfreshcornjustdowntheroadorthatthereisarestaurantinthenexttown.TheIndustrialRevolution,inthe18thand19thcenturies,broughtanewkindofadvertising.Largefactoriestooktheplaceofsmallworkshops,andgoodswereproducedinlargequantities.Manufacturers used the newly built railroads todistributetheirproductsoverwideareas.ChineseChineseText A12Para 9Theyhadtofindmanythousandsofcustomersinordertostayinbusiness.Theycouldnotsimplytellpeoplewhereshoesorclothorteacouldbeboughttheyhadtolearnhowtomake people want to buy a specific product.Thus modernadvertisingwasborn.Advertisinghelpedtocreatenewmarketsandtoraisestandardsoflivingaspeoplecametofeelthattheyhadarighttonewandbetterproducts.ChineseChineseText A13Para 10&11AdvertisingagenciesbegantodevelopintheUnitedStatesjustaftertheCivilWar.Atfirst,thechiefobjectiveoftheseagencies was to sell space in the various media,mainlynewspapersandmagazines.Buttheysoonaddedtheserviceofwritingandproducingadvertisements.Fromthesemodestbeginnings,advertisinghasdevelopedintoahighlyspecializedandprofitablebusiness.ChineseChineseText A14Meaning of the SentencesMeaning:Ifyouwanttogettheevidence(tosupportthestatement),allyouneedtodoistakeaquicklookatamagazineornewspaper,orfindouthowmanyadvertisementsyouhearovertheradioorontelevisioninoneevening.1Tofindproof,youhaveonlytoleafthroughamagazineornewspaperorcounttheradioortelevisioncommercialsthatyouhearinoneevening.15Meaning of the SentencesMeaning:It(Advertising)isamixture(orcombination)ofprintedmaterial,artisticwordandentertainment.2Itispartliterature,partart,andpartshowbusiness.16Meaning of the SentencesMeaning:Advertisementsareintendedtomakepeopledoorsaysomethingastheadvertiserswantthemto.Forinstance,theyaremadetohelppeopletopreventforestfires,ortomakepeoplewanttobuysomeproductorservice.3Thepurposeofanadvertisementistomakepeoplerespondtomakethemreacttoanidea,suchashelpingtopreventforestfires,ortomakethemwanttobuyacertainproductorservice.17Meaning of the SentencesMeaning:Ifadvertisingisregardedassalesmanshiponradioorintelevisionaswellasinprint,thisbroadenedexplanationofthistermwouldstillremainvalid(orwouldstillhold)today.4Ifthisdefinitionwereexpandedtoincluderadioandtelevision,itwouldstillstandtoday.18Meaning of the SentencesMeaning:Butadvertisingbecameimportantforthefirsttimeinthelate15thcentury.Atthattime,tradersfromthefastgrowingcitiesandtownsinthecountrysideneededawaytotellpeoplewheretobuytheirgoods.5Butitfirstbecameimportantinthelate15thcentury,whenthetradersoftherapidlygrowingcitiesandruraltownsneededawaytotellpeoplewheretheirgoodscouldbebought.19Meaning of the SentencesMeaning:Thesignbytheroadsideisoneofsuchexamples.Ittellstravelerstheycanbuyfreshcornbytheroadsideahead.Orittellsthatthereisarestaurantinthenexttown.6Examplesincludetheroadsidesignsthattelltravelersthattheycanbuyfreshcornjustdowntheroadorthatthereisarestaurantinthenexttown.20Meaning of the SentencesMeaning:Theyhadtofindhundredsandthousandsofcustomersinordertokeeptheirbusinessesgoing.7Theyhadtofindmanythousandsofcustomersinordertostayinbusiness.21Meaning of the SentencesMeaning:.theymustlearntopersuadepeopletobuyaparticularproduct.8.theyhadtolearnhowtomakepeoplewanttobuyaspecificproduct.22Meaning of the SentencesMeaning:Peoplegradually(orincourseoftime)becameawarethatitwasjustifiedforthemtodemandnewandbettergoods.Therefore,advertisingplayedapositiveroleinexpandingmarketsandimprovingthelivelihoodofthepeople.9Advertisinghelpedtocreatenewmarketsandtoraisestandardsoflivingaspeoplecametofeelthattheyhadarighttonewandbetterproducts.23Meaning of the SentencesMeaning:Thoughadvertisingbeganasasimpleprocess,ithasgrownintoacontrolledbusinessthatisquitescientificinnatureandbringsinhugeprofits.10Fromthesemodestbeginnings,advertisinghasdevelopedintoahighlyspecializedandprofitablebusiness.24Main Idea&StructureFirstreading:Scanthepassageandtrytocatchthemainidea.Thefollowingwordsareforyourreferencetoorganizetheidea.development,advertising,datebackto,publiccrier,15thcentury,WilliamCaxton,theIndustrialRevolution,newkindofadvertising,advertisingagencies,highlyspecifiedandprofitablebusinessSecondreading:Readthepassageagainandtrytoidentifythestructureofthispassage.For your referenceFor your reference25The passage tells us about the development of advertising.AdvertisingcanbedatedbacktoancientGreecewhentherewerethepubliccriers.Inthe15thcentury,advertisingbecameimportantwith the rapid growing cities and towns.The first printedadvertisementintheEnglishlanguageappearedin1478,whichwasthe work of William Caxton,Englands first printer.The IndustrialRevolutionbroughtanewkindofadvertising.Thiskindofadvertisingcouldnotsimplytellpeoplewheretobuycertainthings,butmostimportant,theyshouldmakepeoplewanttobuycertainproducts.AdvertisingagenciesbegantodevelopintheUnitedStatesaftertheCivil War.Nowadays,advertising has developed from the modestbeginningsintoahighlyspecializedandprofitablebusiness.Main IdeaMain Idea26vMainidea:Thedevelopmentofadvertisingagencies.StructureStructurevMainidea:Advertisingisthebusinessofbringinginformationtogreatnumbersofpeople.vMainidea:Advertisingispartofourdailylife.Itispartliterature,partart,andpartshowbusiness.Part II:Paras.3-5Part III:Paras.6-9Part I:Paras.1-2Part IV:Para.10vMainidea:Thedevelopmentofadvertising.Part V:Para.11vMainidea:Advertisinghadnowdevelopedintoahighlyspecializedandprofitablebusiness.27New WordsWords&Expressionsadvertising artprevent distribute gainreactexpandindustrialtrademarkquantityrailroadspecificgoodsobjectivechiefprofitable28ExpressionsWords&Expressionsleaf through a mass of respond to one and all take the place of react to in large quantities29ExercisesExercisesadvertising dvtaizi n.广告业的工作广告业的工作e.g.Letuslaunchanadvertisingcampaigntopromotethesaleofournewproducts.让我们开展一个广告宣传活动来促销我们的新产品。让我们开展一个广告宣传活动来促销我们的新产品。New WordsNew Words该购物中心同意不再作假广告该购物中心同意不再作假广告 (desist from)Theshoppingcentreagreedtodesistfromfalseadvertising.30 gain gein v.【1】obtain(somethinguseful,advantageous,wanted,etc.)获得；得到获得；得到e.g.Ihopeshewillgainbytheexperience.我希望她能够从这次我希望她能够从这次经历中吸取教训。经历中吸取教训。【2】haveanincreasein 增加；增进增加；增进e.g.Althoughhehasbeengoingonadietforayear,hehaskeptgainingweight.虽然他节食有一年了，但他的体重还是一直在虽然他节食有一年了，但他的体重还是一直在增加。增加。New WordsNew Words31 gain gein n.【1】(plural)profit;increaseinwealth 收获；获利；财富收获；获利；财富e.g.Becauseofthenaturaldisaster,theirgainswerebalancedbylosses.因为自然灾害，他们的收益被损失抵消了。因为自然灾害，他们的收益被损失抵消了。【2】increaseinamount盈余；增加盈余；增加 e.g.Mythreemonthsofhardworkwererewardedwithagainintechnicalcompetenceandself-confidence.我三个月艰苦我三个月艰苦工作的回报是技术能力的增强和自信心的提高。工作的回报是技术能力的增强和自信心的提高。New WordsNew WordsExercises32ExercisesExercises gainNew WordsNew Words1.有一些艺术家直到死后才得到认可。有一些艺术家直到死后才得到认可。(recognition)Someartistsgainrecognitiononlyafterdeath.2.火箭上升时速度加快。火箭上升时速度加快。Therocketgainedspeedasitwentup.3.他开矿纯粹是为了商业利益。他开矿纯粹是为了商业利益。Heexploitedaminepurelyforcommercialgain.4.吃一堑，长一智。吃一堑，长一智。Afallintothepit,againinyourwit.33 art :t n.【1】themakingorexpressionofwhatisbeautiful,e.g.inmusic,literature,orespeciallypainting艺术（如音乐、文学，尤艺术（如音乐、文学，尤指绘画）指绘画）e.g.Artliesinconcealingart.艺术在于含而不露。艺术在于含而不露。【2】skillinthemakingordoingofanything技术；技巧技术；技巧 e.g.Heknowstheartofmakingmoney.他懂得生财之道。他懂得生财之道。New WordsNew WordsExercises34ExercisesExercises artNew WordsNew Words1你相信为艺术而艺术的理论吗？你相信为艺术而艺术的理论吗？Doyoubelievethetheoryofartforartssake?2.教外语不仅是一门科学，而且还是一门艺术。教外语不仅是一门科学，而且还是一门艺术。Teachingaforeignlanguageisnotonlyascience,butalsoanart.35 react rikt v.【1】actorbehaveinaparticularwayinansweroroppositionto反应；反对反应；反对e.g.Peoplereactdifferentlytothesamesituation.对同一情况人们的反应会不同对同一情况人们的反应会不同。【2】(ofasubstance)changewhenmixedwithanothersubstance（物质）起化学反应（物质）起化学反应 e.g.Thetwosubstanceswontreactintheabsenceofoxygen.在没有氧气的情况下这两种物质不会起反应。在没有氧气的情况下这两种物质不会起反应。New WordsNew WordsExercises36ExercisesExercises reactNew WordsNew Words1.孩子往往故意违背父母的意愿以示抗拒。孩子往往故意违背父母的意愿以示抗拒。Childrentendtoreactagainsttheirparentsbygoingagainsttheirwishes.2.钠和水能起反应。钠和水能起反应。(Sodium钠钠)Sodiumandwaterreacttogether.Expressions37ExpressionsExpressionsExercisesExercisesreact to 对对作出反应；对作出反应；对起反应起反应你妈妈对这个消息的反应怎样？她非常生气。你妈妈对这个消息的反应怎样？她非常生气。Howdidyourmotherreacttothenews?Shereactedbygettingveryangry.e.g.Childrenreactwelltoalivelyteacher.孩子们对活泼的老师反应很好。孩子们对活泼的老师反应很好。38ExercisesExercisesprevent privent v.预防；阻止预防；阻止e.g.Theydidnotpreventhimfromexpressinghisopinions.他们没有阻止他发表他的观点。他们没有阻止他发表他的观点。New WordsNew Words 因为修路筑起了栏杆，以防止有人到这里来开车。因为修路筑起了栏杆，以防止有人到这里来开车。Becausetheroadwasbeingrepaired,barrierswereputuptopreventpeoplefromdrivinginthatarea.39vprevent fromv=stop fromv=keepfrom (from为介词，后加ing)v阻止，预防某人干某事 被动语态vNothing can prevent him from leaving.40ExercisesExercisesexpand ikspnd v.扩大；（使）膨胀扩大；（使）膨胀e.g.Metalsexpandwhentheyareheated.金属遇热膨胀。金属遇热膨胀。New WordsNew Words今年我们想把业务扩大。今年我们想把业务扩大。Wehopetoexpandourbusinessthisyear.41 distribute distribju(:)t v.【1】deliverorpassout发送；传递发送；传递e.g.Throughthenationwidesalesnetworkofthecorporation,theycandistributegoodseasilytovariouspartsofthecountry.通过公司的全国销售网通过公司的全国销售网络，他们能够很容易地把货物分发到全国各地。络，他们能够很容易地把货物分发到全国各地。【2】divideandgiveoutamongseveralpeople,places,etc.分配；分配；分发；分送分发；分送e.g.TheRedCrossAssociationwilldistributefoodamongseveralflood-strickencountries.红十字会将把粮食分配给几个遭受水灾的县。红十字会将把粮食分配给几个遭受水灾的县。New WordsNew WordsExercises42ExercisesExercises distributeNew WordsNew Words1.什么时侯可以把这些杂志送到订阅者手里去？什么时侯可以把这些杂志送到订阅者手里去？Whenwillthesemagazinesbereadytobedistributedtosubscribers?2.所有的会员都会获得门票。所有的会员都会获得门票。Ticketswillbedistributedtoallclubmembers.3.这些钱给你们分吧。这些钱给你们分吧。Hereisthemoneytobedistributedamongyou.43ExercisesExercisesgoods gudz n.(plural)商品；货物商品；货物e.g.Abusinessmanshouldbeconcernedwiththebenefitsofthepeoplehesellshisgoodsto.生意人应当关心购买他的商品购买者的利益。生意人应当关心购买他的商品购买者的利益。New WordsNew Words商店里备有各种各样的消费品。商店里备有各种各样的消费品。Theresalargevarietyofconsumergoodsintheshops.All our goods are clearly plainly priced.44 trademark treidm:k n.【1】aspecialname,sign,word,etc.,whichismadeonaproducttoshowthatitismadebyaparticularproducerandwhichmaylegallyonlybeusedbythatproducer（注册）商标（注册）商标e.g.KFCisaregisteredtrademark.肯德基是注册商标。肯德基是注册商标。【2】aparticularsign,wayofacting,etc.,bywhichapersonorthingmaybehabituallyrecognized（某人或某物作识别的）特征；特（某人或某物作识别的）特征；特点点 e.g.Shegaveoneofhertrademarksmiles.她笑了笑，她笑了笑，这微笑是她特有的。这微笑是她特有的。New WordsNew WordsExercises45ExercisesExercises trademark treidm:k New WordsNew Words1.这条裙子上佩有名牌商标。这条裙子上佩有名牌商标。Theskirtbearsafamoustrademark.2.使用线条和色彩到令人叫绝的地步是这使用线条和色彩到令人叫绝的地步是这 位艺术家与众不同的特征。位艺术家与众不同的特征。Astartlinguseoflineandcoloristhisartistsspecialtrademark.46ExercisesExercisesindustrial indstril adj.工业的；产业的；产业工人的工业的；产业的；产业工人的e.g.Thatperiodofhistorywascharacterizedbyindustrialunrest.那个历史时期是以产业工人的动乱为其特征的。那个历史时期是以产业工人的动乱为其特征的。New WordsNew Words现在这条河流被工业废物污染得非常厉害，现在这条河流被工业废物污染得非常厉害，河水已不再适宜饮用。河水已不再适宜饮用。Nowtheriverhasbecomesoheavilypollutedwithindustrialwastesthatthewaterisnolongerfitfordrinking.47 quantity kwntiti n.【1】anamountornumber额；若干数量额；若干数量e.g.Theexactquantitycannotbedeterminedatpresent.确切数量目前尚无法确定。确切数量目前尚无法确定。【2】thefactofbeingmeasurable;amount量；数量量；数量e.g.Lastyeartherewasarapidincreaseofconsumergoodsinquantity,butnotinquality.去年消费品的数量有了很快的增长，但质去年消费品的数量有了很快的增长，但质量没有提高。量没有提高。New WordsNew WordsExercises例句：例句：我我们要的是要的是质量而不是数量量而不是数量。（prefer to）48ExercisesExercises quantityNew WordsNew Words1.你要多少？你要多少？Whatquantitydoyouwant?2.只要数量减半，我们就接受贵公司的报盘。（只要数量减半，我们就接受贵公司的报盘。（only with）Weacceptyourofferonlywiththequantityreducedbyhalf.Expressions49ExpressionsExpressionsExercisesExercisesin large quantities/a large quantity of 大量大量他们需要许多盐。他们需要许多盐。Theyneedalargequantityofsalt.eg.Thatcountrybuyscottoninlargequantities.那个国家购买了大量棉花。那个国家购买了大量棉花。He collected a large quantity of old pictures.他收集了大量的旧画。他收集了大量的旧画。50ExercisesExercisesrailroad reilrud n.铁路铁路e.g.Anewrailroadhasbeenrecentlybuilthere.这里最近铺设了一条新铁路。这里最近铺设了一条新铁路。New WordsNew Words现在有一条现在有一条500公里的铁路，可以把矿石从这公里的铁路，可以把矿石从这个