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Unit 5 Inside Advertising Reading,How advertising works,Scan the text and predict the content.,Scanning,Detail reading,We are exposed to ads in our daily life. 1) What kind of ads can we find? 2) Where do ads appear? 3) Why we need to understand how advertising works?,Introduction,What 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),How do advertisers make effective ads?,1) Identify the target (find out necessary information about this group) 2) Appeal to the target (hopes, dreams, emotions, desires…) 3) Use a suitable medium (cost, media),How effective are ads?,When there is a need for the product. 2) If the target audience is exposed to ads constantly.,Language points,1. come across 偶然遇見;偶然發(fā)現(xiàn)。 我無意中在一本書的封面上看到他的名字。 I came across his name on the cover of a book. 我剛才偶然碰到你的一個(gè)老同學(xué)。 I’ve just come across one of your former classmates.,表示“見到；碰到”的詞組： run into bump into notice discover encounter,2. casual 非正式的;不經(jīng)意的;不在乎的 casual clothes 便裝 a casual manner 漫不經(jīng)心的樣子 They have a casual attitude towards safety. 他們對安全問題采取無所謂的態(tài)度。,,3. With so many messages from advertisers filling our daily lives, …(獨(dú)立主格結(jié)構(gòu),作狀語)。 一些狀語從句的主語如果與主句的主語不是同一人或事時(shí),可以保留主句的主語,將連接詞刪去,并將動詞改成-ing形式或過去分詞,這樣就形成了獨(dú)立主格結(jié)構(gòu)。,When the sun had set, we arrived at a small village. The sun having set , …. When the vacation was over, the students all returned to school. The vacation being over, …. As the problem was solved, they went back to work. The problem solved, ….,,,,獨(dú)立主格結(jié)構(gòu)的前面經(jīng)常出現(xiàn)介詞with,其后不僅可以接名詞或代詞+-ing形式或過去分詞的復(fù)合結(jié)構(gòu), 還可以接名詞或代詞+介詞短語或其他成分。如: He was asleep with his head on his arms. With nothing to do at the weekend, I slept for a whole day.,4. inform 通知 inform sb. (of/about sth.) Please inform us of any changes of address. 地址若有變動請隨時(shí)通知我們。 inform (that clause) I have been informed that the couple will marry next year. 我得到消息說他們倆明年結(jié)婚。,5. fit (in) into 放進(jìn)去;安排時(shí)間;相處融洽;適應(yīng)環(huán)境。 A cork fits into the neck of a bottle.木塞塞進(jìn)了瓶口。 He fitted the photo into the frame.他把照片放入了鏡框。,I hope the hairdresser can fit me in today. 我希望理發(fā)師今天能騰出時(shí)間給我理發(fā)。 How do you fit in in the new company? 你在新公司與人相處得好么？,6. appeal to 投合……心意;引起……興趣。 Creative work, such as advertisement design, appeals to me. 創(chuàng)造性的工作,比如廣告設(shè)計(jì)很吸引我。 This exercise appeals strongly to the imagination. 這個(gè)練習(xí)可以有力地激發(fā)想象力。,Teaching as a career ___ to many people because of the long holidays. A. attracts B. calls C. appeals D. pulls,C,7. conscience 良心 His conscience troubled him after he took the money. 他拿走了錢以后,他的良心使他不安。 Let your conscience be your guide. 讓你的良心指引你。,8. worthy (-thier, -thiest)值得…的 a worthy champion/winner 當(dāng)之無愧的冠軍/獲勝者 He is worthy of our praise. 他值得我們表揚(yáng)。,be worth sth./ doing sth. 值得 be worthy of being done/to be done 值得被做 be worthy of sb./sth. 值得;配 be worthwhile doing/to do sth. 值得做,1). –Is that book worth ____? –Yes, it is worthy ____twice. A. reading; being read B. to read; to be read C. of being read; reading D. reading; of being read,D,2). Her achievements are ______ of high praise. 3). It is not __________quarreling with him.,worthy,worthwhile,9. It is no use doing…做某事沒有用處 It’s no use asking me. I know no more than you do. 問我沒用, 我知道的不比你多。 I don’t think it’s any use going any further. 我認(rèn)為繼續(xù)下去沒有用處。,10. rely on 依靠,指望 They rely on themselves now, which is much better. 他們現(xiàn)在依靠自己了，這比以前要好得多。 You can’t rely on him for assistance.你不能指望他的幫助。,,11. at cost 按成本（或成本價(jià)格） It is said that some goods in the supermarket are sold at cost price. 據(jù)說那個(gè)超市里的部分貨品是按成本價(jià)出售。,12. have no use for sb. 討厭…人 I have no use for people who don’t make an effort. 我討厭那些不努力的人。 have no use for sth. 不需要; 用不著,13. over time 隨著時(shí)間的推移 The pain of this failure will disappear over time. 隨著時(shí)間的推移,失敗的傷痛也會逐漸消失。,At first his parents didn’t like his girlfriend, but their opinion has been changed over time. 起初他的父母不喜歡他的女朋友，但隨著時(shí)間的流逝他們的看法漸漸發(fā)生了變化。,overtime (副詞), 規(guī)定時(shí)間之外地;超時(shí)地 He’s been working overtime recently.他最近老是加班。,14. broadcast to make widely known The BBC will broadcast the news at 10:00. The CCTV-9 broadcasts on TV every day.,1. Complete the summary of the reading passage using words from the text. educate; appeal; target; budget; media; expense.,Answers: P45. Learning about language,2. Complete the sentences using words from the box in their proper forms. 1) casual 2) basis 3) attach 4) worthy 5) association 6) corporation 7) refresh 8) conscience 9) garment 10) inform,3. Complete the sentences with the correct preposition.,1) We are exposed __ hundreds of different advertisements every day. 2) She is a remarkable woman who is worthy __ your admiration.,to,of,3) If you keep copying everything she does, you’ll turn ____ her one day. 4) The police appealed __ the public for any information about the Murder.,into,to,5) You cannot rely __ him to arrive on time because he is always late for meetings. 6) You’ll soon fit ____ your new job and start enjoying yourself. 7) Please attach this label __ your suitcase.,on,into,to,Make up an advertisement for a product (including a slogan, the spokesman/ spokeswoman and the whole procedure.),Homework,