Unit 5 Advertising

Preparation

1. Is advertising everywhere?

Billboards, on the wall of stores, on and in buses, trains or ships, on the internet, on balloons in the sky, on tickets, on packages or containers, on calendars, on shopping bags, on mouse pads, in free samples, in books, magazines, on umbrellas, T-shirts pencils, toys……

2.Talking about the advertisements in general

Section one: Read the rhyme on p185 and discuss in

groups the following topics. 1, The purpose of advertising 2, The characteristics of advertising 3, Views on good or bad advertisements

1. The purpose of advertising

---to sell product or service ---to make people become aware of good

quality of the product or service ---to show that the company is prospering ……

2, The characteristics of advertising

---making promises ---using eye-catching images ---playing up scientific or technological advantages ---appealing to women and children especially ---featuring animals; children; the countryside; traditions;

fantasy; ---suggesting that someone will be a social success by

using the advertised product ---being brief, esp. on TV (because of cost)

3, Views on good or bad advertisements

Bad ---exaggerating the qualities of the product ---showing almost naked women ---making children want things ….. Good ---informing you honestly about the product ---with original ideas ……

3. Describing pictures

Work in pairs and describe the ads on p186. Your description should include comments on the message each ad conveys and style of each ad.

In –Class Reading

Pre-Reading 1. What do you know about advertising,

promotion, and marketing? 2. What are the differences between

“advertisement”, “ad”,” commercial” and “advertising campaign”?

Advertising is the activity of publicly informing people about a product or service, in order to persuade them to

buy or use it. Promotion is the activity of making sure that people know about a new product or service. Marketing is

the business of making sure that a product or service is sold in the most efficient way, which includes deciding

how much it should charge, how it should be advertised, etc.

An advertisement is a picture, set of words, film, etc. that is used to advertise a product or service.

The word ad is the shortened informal form for advertisement.

A commercial is an advertisement on television or radio.

An advertising campaign is a planned series of activities intended to advertise a product or service.

Vocabulary and Difficult Sentences

1,Many people are believers in their own immunity to advertising.

许多人相信自己对广告具有免疫力。 Be immune to ：有免疫力的，可避免的 2 ， Ads are designed to have an effect while

being laughed, belittled, and all but ignored. 广告设计就是要使他们起作用，哪怕遭人嘲笑，贬

低，或者几乎被置子不理 。 All but: almost

3, A person unaware of advertising ‘s influence on him is precisely the one most

vulnerable to the adman’s attack. 一个意识不到广告对自己有影响的人恰恰是最容易

被广告商打动的人。 Precisely: a particular thing is completely true or correct; 恰

好，正是， 恰恰； E.g. That is precisely reason why I didn’t want to

go. Accurately or exactly; 精确地，确切的； E.g. Be there precisely at 4 o’clock.

4,They balance on the narrow line between truth and falsehood by a careful choice of

words. 它们依靠精心选择的措词，在真实与谎言之间走

钢丝。 Falsehood: noun/adj +hood=noun with the meaning of “the

state or time of being something” Likelihood, manhood, brotherhood,

neighborhood, childhood, widowhood, adulthood, girlhood, motherhood…

5,Words or claims that appear substantial at first glance but disintegrate into hollow

meaninglessness on analysis are weasels. 那些乍一看有实质内容，但是推敲起来却空洞

无物的语句或广告词被称为“鼬鼠”型广告词。 On: immediately after something has

happened or after someone has done something.

E.g. On my arrival in Paris I found a job as an English teacher.

Post –Reading

1. Understanding the main idea of the passage.p196

(notice the structure of the passage, how did the author start, develop and conclude the idea…)

Translation(p199)

1…with advertising playing only a minor supporting role

2. … admit to being greatly influenced by various ads

3…the one most vulnerable to the adman’s attack 4…that ads are harmless nonsense 5…fall into the category of neither bold lies nor

helpful consumer information

6…are devoted to 7…compare the product with something other than

competing brands 8…avoids mentioning 9…resort to 10…is aptly named after 11… more than twice the iron of ordinary

supplements,…twice as beneficial to… 12…this ad be withdrawn

Further Development 3. Ads Slogans 1) No road untamed, no detail overlooked.

(Hyundai Motor (car)) 2) The choice of new generation. (Pepsi Cola) 3) Put a tiger in your tank. (Esso/Exxo

(petroleum)). 4) The sole of success. (Florsheim (men’s shoes)) 5) Good to the last drop. (Maxwell House coffee)

6) Obey your thirst. (Sprite beverage) 7) Come to where the flavor is. Marlboro Country.

(Marlboro Cigarettes) 8) Intelligence everywhere. (Motorola) 9) Feel the new space. (Samsung Electronics) 10) A taste of substance, only a few can tell.

(Martell (a French wine))

Practical Writing: Report

报告是或现象讲述自己的经历，或对个人，事件进行描写和评述。

报告的特点：结构严谨，逻辑分明，客观准确。 报告通常包括：描写和报道，评价和建议。1. 以描写为主要从事物的各个方面和层次着手。 以报道为主要按事物的先后顺序进行写作。两者均

需提供相关的事实或依据。

2. 评价 对事物进行评价，或提供衡量的标准或价值

观，此时作者的判断尤为重要。 3. 建议 报告作者还可提出中肯的意见及切实可行的

建议，或者适当的警告。 注意读者对象，有针对性，能解决问题。