Lesson 3

The Advertising Game

Can you think of some

advertisements you have seen?

List some places where you have

seen advertising?

advertisement on the radio

advertisement on TV

advertisement in the magazine

advertisement on the Internet

spokesman spokeswoman

True or False

1. “Tsing Tao Beer” tells you 3 pieces of

information so it is attractive.

2. Advertisements must be attractive an

d creative.

3. The purpose of all advertisements is t

o make customer spend money.

F

T

F

4. Producing public advertisements

mentioned in the text is free.

5. The text inferred that advertisements

are trying to sell you something

makes customers bored.

6. The purpose of advertisements is

creating something that has never

been seen before.

F

T

F

7. Standing out your advertisements is

not easy because people are used to

high standards of visual design. T

Correct errors1. Other common ideas including

happiness, wealth and success.

2. This is often not enough to noticing in a

modern city.

3. Repeat old ideas is not a successful

idea.

4. Using humor as well as unusual ideas

to surprise people are important.

include

be noticed

Repeating

is

5. The main purpose of the advertisement

is make customers spend money.

6. People are used to see high standards

of visual design.

7. People simply enjoy look at attractive

advertisements.

making

seeing

looking

Listen to the text and

answer the following

questions.

1. When does the simplest type of advertisement work?

They work for products that people need and when there is not much competition.

2. Why are modern techniques 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 today’s advertisers

use to make you notice their

products?

humor new and unusual ideas

4. What has the government done

during the last decade?

saving water

fighting aids helping the poor

giving up smoking

1. sb. /sth. be likely to do

= It is likely that 有可能 , 有希望的

Tickets are likely to be expensive.

入场券可能很贵。 It is likely that the thieves don’t kn

ow how much it is worth. 盗贼很可能不知道此物的价值。

.

Language points

2. consist of = be made up of

由…… 组成 , 构成 The country consists of hundreds of

islands.

这个国家是由数百个岛屿构成的。

3. link A to / with B 与……相联系 The video was linked to a powerful co

mputer. 摄像机与一台功能强大的计算机相连接。

The Channel Tunnel links Britain with the rest of Europe. 英吉利海峡隧道把英国和欧洲其他国家连接起来了。

4. be used to doing sth. 习惯于做某事 I’m used to getting up at 5:30 in the

morning.

我习惯于早上五点半起床。 be used to do sth. 被用来做某事 These stones can be used to build the

bridge. 这些石头能用来造桥。

used to do sth. 过去常常做某事As a young man he used to swim in t

he river of his village.

当他年轻的时候 , 常常在村里的河里游泳。

Voice your opinionDo you think advertising actually

works? Have you ever bought

anything because you liked the idea

promoted in the advertisement?

Find these words in the text and match

them with the most suitable definitions.approach, boom, budget, classic, concept,

consist of, contemporary, corporation,

neighborhood, suitablea) traditional, typical

b) company

c) right for something

d) contain

classic

corporation

suitable

consist of

e) plan of how money

should be spent

f) rapid increase

g) idea

h) method

i) belonging to the

present time

j) area around where

you live

budget

boom

concept

approach

contemporary

neighborhood

GrammarRead these sentences and tell the Gerunds’

function.

1. …a lot of money is spent on applying

modern techniques of design to make

these. after a preposition

2. Others try to create advertisements

that people simply enjoy looking at.object

3. For example, it could be “Shanghai

Sewing Machine,”

4. Using humour as well as new and u

nusual ideas to surprise people is i

mportant in modern.

5. My job is teaching.

telling the use of noun

subject

predicative

Complete the sentences with the verbs

in their correct form.

1. I’m an early bird, and I’ve got used

to _________ (get up) at 5:00 a.m.

2. There is only one programme wort

h ________ (watch) today-the scien

ce programme on volcanoes.

getting up

watching

3. It’s no use ________ (worry) about it.

You can’t do anything to change it.

4. I regretted _____________ (not apolog

ise) to the old man for my bad behavio

ur.

5. My little niece and nephew are always

excited to set out on a ________ (cam

p) trip.

worrying

not apologising

camping

6. For fifty years, she did her job

without ___________ (complain).

7. ______ (Ask) about other people’s

personal business is not polite.

8. I feel like ________ (not do) anything

at all this evening.

complaining

Asking

not doing

Rewrite the following sentences using the Gerunds.

1. It’s bad for you to watch too much TV.

Watching too much TV is bad for you. 2. Mary collects stamps. That’s her

hobby. Collecting stamps is Mary’s hobby.

or Mary’s hobby is collecting stamps.

3. He suggested that we should ask the

boss for his opinion first.

He suggested asking the boss for his

opinion first.

4. He rushed to the school. He didn’t

have breakfast.

He rushed to the school without

having breakfast.

5. Don’t talk to her. It’s no use. She

never listens.

It’s no use talking to her. She never

listens.

Language in use

Work in groups of four. Choose

one advertisement from a local

newspaper or magazine and describe

it.

Homewor

kFinish the Exercise 10.