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Unit 5 Getting the message

Period 1 Warming up

& Speaking

Step 1 Lead-in

1). Ask them to describe the new and beautiful

sweater I am wearing today.

the words or contents they may refer to: color,

material,size, brand, design, price, origin, quality,

2). When you go to buy some clothes, what do you

usually care about?

I’ d like to---, I prefer--- to---, I’d rather like---

than---, I care --- more than— first of all,

above all, information of the clothes (ads) ---

3). Generally, where do you get the information of the products referred to you?

summary: ads are all around us, everywhere.

Before we decide to buy a product, we should more or less know something about it, otherwise, we maybe cheated.

4).Why do the company or salesmen advertise?

1 What are they trying to persuade you to buy?

2 What is the message of each ad?

3 What kind of information about the product isgiven

4 How is the information conveyed?

5 Use one sentence or phrase to advertise it.

Step2 look and say

Questions to Ask After You Buy

Does the product look bigger or better on TV than in real life?

Does it work the same at home as it did on the commercial?

This one is more challenging. Where is the advertisement?

Good Job.Nike is paying Tiger Woods about $100 million to use Nike products for five years.

This is pretty smart advertising. People really look up to athletes think of Michael Jordon and Li Ning.

Step 3 appreciation

1. Good to the last drop．

滴滴香浓，意犹未尽。（麦斯威尔咖啡）

3. The new digital era．

数码新时代。（索尼影碟机）

4．We lead． Others copy．

我们领先，他人仿效。（理光复印机）

5. Impossible made possible．

使不可能变为可能。（佳能打印机）

6. Take time to indulge．

尽情享受吧！（雀巢冰激凌）

7．The relentless pursuit of perfection．

不懈追求完美。 （凌志轿车）

8.Poetry in motion,dancing close to me．

动态的诗，向我舞近。（丰田汽车）

10．To me， the past is black and white，

but the future is always color． 对我而言，过去平淡无奇；而未来，却是绚烂缤纷.（轩尼诗酒

11. Just do it.

只管去做。（耐克运动鞋）

12. Ask for more.

渴望无限。（百事流行鞋）

13. The taste is great.

味道好极了。（雀巢咖啡）

14. Feel the new space.

感受新境界。（三星电子）

15. Intelligence everywhere.

智慧演绎，无处不在。（摩托罗拉手机）

16. The choice of a new generation.

新一代的选择。（百事可乐）

18. Take TOSHIBA, take the world.

拥有东芝，拥有世界。（东芝电子）

19. Let's make things better.

让我们做得更好。（飞利浦电子）

20. No business too small, no

problem too big.

没有不做的小生意，没有解决不了的大

问题。 （IBM公司）

Step 4 Speaking

We can use the materials in the book on page 39.

(ellipsis)

Step 5 practice

Advertise the following products (choose one)

what

1.What name would you give the products?

2.Where would you advertise them?

3.Which star would you invite to advertise them?

4.How much money would you use for the ads?

5.What brief but effective words will you use to

attract the consumers?

Step 6 homework

Write down what you have advertised for the products above.

Period 2

Listening

Before you listen, discuss and finish the chart below

What information do you think ads can give you?

Listen and give the names of the 3 computers mentioned in the ads.

Ad1: FX435

Ad2: Star5000

Ad3: E-Brain

Listen carefully to get the main idea of each ads and finish the chart :the information of the 3 ads

Listen and finish the chart below

FX435

Star5000

E-Brain

Ordinary people

successful business

-men,modern leaders

teenagers

4000 yuan

affordable

14.1 inches

as you wish

for basic work

and play

for big meetings

for homework,brand

new music system

incredible, new,

reasonable,

best deal, best

choice

perfect,

right choice

new, an expression

of who you are,

affordable,

latest, in style

WorkbookListen to part 2 and finish the chart below

Comments from

people who are

already using it

A picture and

description

of the product

Reading users’

opinion will

persuade people

to buy the product.

Good way to

give information

Managers may

not be interested

in what users

think.

It’s boring and

the product looks

Too much like

other computers

Period 3-4

Reading

Task 1: lead in

We are often interrupted by the advertisements while watching TV.

1) What’s the purpose of advertising like this?

2) What do you think of it? / What’s your feeling?

3) What advice do you want to give to the TV Station?

Pa1: Ads are found almost everywhere

Pa2: People react to advertisements in different ways.

Pa3:The basic principle of advertisements is to influence

customers’ choices.

Pa4:Ads help companies and customers n a variety of ways.

Pa5: he most important function of advertising is to

introduce new products.

Pa6: Governments and other organizations use ads to

make people aware of government policies and

social problems.

Pa7: We must keep an eye out for “bad-and-switch” ads.

Pa8: people should learn to analyses ads and to protect

themselves

Task 2:

Find out the main idea for each paragraph

1>The word “advertising” means to make a product known to .

A managers through broadcast B leaders by radios

C firms by printed notices D people in various ways.

(D)

2>One advantage of advertising is that it helps .

A increase product sales

B make a product more expensive

C increase production

D reduce the costs of a product

(A)

3>Advertising is a highly developed .

A information B industry C trade D science

(B)

Task 3:

read quickly and find the best answers

4> The development of radio, television, cinema, magazines and newspapers has with the development of advertising.

A followed up B gone hand in hand

C gone behind D taken place

(B)

5> The best chance to reach customers is to .

A sell them the product

B sell them what money can not buy: love, happiness

and success.

C appeal to their emotions

D reduce the price of the products.

(C)

1.People react to advertisements in different ways.( )

2.The basic principle of advertising is fairly difficult.( )

3.Since an increase in sales means an increase in production, the price may be increased, too. ( )

4.Truthful ads provide good information that helps customers todecide whether they want or need the advertised product.( )

5.Perhaps the most important function of advertising is to increase a company’s profits. ( )

6.By using the techniques developed by the advertising industry, governments and other non-profit organizations can spread knowledge,change attitudes and improve society.( )

7.All ads are not used to promote a product or to increase a company’s profits.( )

Task 4: T or F

broadcast

mislead

promote

slogan

designer

mouthpiece

influence

brand

annoying

persuasive

……

……

Task 5:

Use each word below to make a sentence to

describe the ads

Task 6:

Finding out the advantages and disadvantages of the advertisements from the story

1 help consumers make

informed choices

2 entertain people

3 increase product sales

4 make products cheap

5 make people aware of

social problems

6 make the products more

popular to consumers

1 make people annoyed

2 be misled by false and

incorrect information

easily

3 cheat consumers to

buy the useless

products

Task 7: two questions

1.What are the functions of advertising?

1) increase products sales

2) reduce the price

3) help consumers choose among all the

available products

4) introduce new products

5) help consumers to compare prices and

quality with other products

6) avoid arguing with a salesman or woman

7) associate the products with the consumers

needs

8) influence the customers to make choices

9) sell customers love, happiness ,success

10)help the government get across the social policies and make the public aware of social problems

11)help spread knowledge, change attitude and improve society

2. How do you understand the sentence:

Advertising is a highly developed industry.

Task 8: discussion

You are boss of a small shoe factory. The shoes made there are comfortable to wear, strong, not expensive---, but the problem is that very few people buy your shoes. What will you do?

phrase

1 go hand in hand with

2 make informed choices

3 on the other hand

4 accuse sb of sth

5 associate sth with sth

Get the massage across

7 large amounts of

a great deal of

1 与 --- 齐头并进

2 做出知情的选择

3 另一方面

4 因某事控告某人

5 与 --- 联系

6 传播信息

7 大量

8 appeal to

9 in a variety of/all kinds of

10 take sth into consideration

11 make sb aware of

12 look out for

13 keep an eye for

14 bait and switch

8 吸引

9 各种各样

10 考虑

11 使某人意识

12当心

13关注

14 偷梁换柱

Period 5

Language study

and Grammar

The forms of the items used as Object Complement

1. We made him monitor of our class . (n.)

2.What makes you so sad? (adj.)

3.She showed me around the school. (adv.)

4.I found her in excellent condition. (prep.)

5.He got the desk repaired yesterday. (V.ed)

6.I saw him playing basketball while passing the playground. (V.ing)

7.He ordered me to open the door. (inf.)

Finish the passage with the correct forms of the verbs given

convey advertise blame broadcast react

annoy accuse associate appeal attach

Suppose you are a computer salesman. How would you _______ if people didn’t want to listen to you and even ______ you of trying to mislead them? Don’t get ______ if this happens and don’t be too quick to ______ yourself for

not doing a good job. People often make their choices after seeing or hearing ads that are ______ on TV or over the radio. ______ products are preferred,

react

accused

annoyed

blame

broadcast

Advertised

not because they are better, but because they are better known. If you want to influence the choices people make, first you have to ______ your product with what they need. The best chance to make them stop and listen to you is to _______ to their emotions. Sometimes, people are more willing to buy the positive concepts, such as love, health, happiness and success, that have been _______ to the product. If they accept the information you are trying to _______ , you have a better chance to get them as your customers.

associate

appeal

attached

convey

Period 6

Integrating skills

& Writing

Advertising is a _____________ industry. It has gone ______________ with radio, television and other media.

People ______ to ads in different ways. Some think ads are useful and help _________ make informed _______ while others _______ companies ______ using ads to mislead us. Companies can influence customers’ choices by introducing a ______ name and _________ products _______ customers’ needs. There are so many ads for customers that advertisers must try to _____ their message _______ by ___________ their emotions.

I Fill in the blanks for the revision

highly developed

hand in hand

react

consumers

choices.

accuse

of

brand

by associating

with

get

across

appealing to

Ads help companies and ________ in all kinds of ways. They can help companies increase sales . At the same time , they help customers choose among all the _______ products. In fact, truthful ads provide good information,and help customers compare feathers, functions and costs. Some governments name a famous person as their spokesman or _________ to make people _____ of their ______problems and policies.

Customers should ______ themselves by _______ an eye _____ for bad ads, telling false information from real facts and making good choices.

customers

available

spokeswoman

aware

social

protect

keeping

out

Read quickly and answer:

If you want to make the products popular to the public, what is necessary?

Advertising words

The product’s name

Slogan of the product

How do you understand the title: Words that sell

questions

1.What makes a good slogan ?

2.How do companies choose names for

their products?

3.Why people read ads?

4.What dangers may we meet with in making

ads? Give some examples.

5.Do the two sentences “X puts life into your

dry hair.” and “X puts living things into dry

hair.” have the same meaning?

How to create a positive image of the product

Choose the words and

brand names

A good slogan

1 tell the consumer about

the advantages of the product

2 choose a funny name

3 use a well-known word

4 choose names from old stories

5 invent a new word

1 should be catchy

2 easy to remember

3 convey a message

Ads are started with a puzzle or question

And presented in a humorous way

discussing and writing

You work for an advertising company and are asked to create a name, an ad and a slogan for a new kind of watch. Use what you have learnt to discuss and write a good ad for it. The ad should contain information about the watch, what it can be used for and why people should buy it

The one you

are hunting for

Language points

1. differ from : be different from

Chinese differs greatly from Japanese in pronunciation.

This method is different from that one.

The two cars are different in color.

2. attach …to

I attached a photo to my application form.

We should attach primary importance to the development of economy.

我们要把发展经济的工作放在第一位。

3.When translated…:When it was translated

When questioned about the murder, she became tense.

Disturbed by the noise, we had to finish the meeting early.

4.make sense有 意义；意思清楚；有道理

in a sense

在某一方面；就某种意义来说

make sense of

理解；懂；明白

He has a good sense of smell.

他的嗅觉很灵敏。

A sense of humour is a great asset for a person. (喻)幽默感是一个人的宝贵资产。