beware of ads! unit four debate do advertisements play a positive or negative role in our society?
TRANSCRIPT
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Debate
Do advertisements play a positive or negative role in our society?
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Procedures Step 1: 1 minute’s presentation of each
side’s point.
Step 2: 8-10 minutes’ free debate, which begins with the cons’ questioning.
Step 3: 1 minutes’ final statement for each side.
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Answers for reference
Pros: Daily life needs advertisements because the
main function of advertising is to disseminate information on commodities, services, culture, employment, student enrollment and even marriage.
Advertising itself is a business that has provided a great number of jobs.
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3. With advertisements, people save a lot of time in shopping, looking for jobs, etc.
4. Advertising is a process of artistic creation.
5. Without advertisements, newspapers, commercial radios and television companies could not survive.
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Cons:
1. Fake advertising cheats consumers and, in some serious cases, threatens people’s lives.
2. Advertisements are not based on the quality of the goods, but on the principle that if one keeps talking about the same thing long enough, eventually people will pay attention to it.
3. Advertisements on TV are a nuisance讨厌的东西 : they interrupt television programs at a shocking frequency.
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4. Big companies make huge profits out of advertising.
5. Consumers have to pay more for the goods owing to the advertising expenses.
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Advantages of advertising
1. informative 2. educational 3. recreational 4. inspiring 5. economy-promoting
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Disadvantages of Advertising
It encourages people to buy things they don’t need, so it is a kind of waste of money;
It is often dishonest and people are often cheated; It can make people unhappy when they can’t
afford to buy things; it can create stupid dreams and fantasies;
It encourages children to buy food that may be harmful to their health;
People, esp. youngsters, will imitate unhealthy ads.
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After-debate activity
You should vote in the best debater in the debate and some of you should comment on the whole debate.
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Asking for clarification
What do you mean by… ? What did you say just now? Could you explain that again? Could you explain what you just said? Excuse me, I’m not very clear about …?
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Clarifying
It means… What I’m saying is… / All I’m saying is … What I’m trying to say is… What I wanted to say was…
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Guidelines for TV ads.Early product identification
High repetition
Novelty
Visual and semantic image
Music association
Humor
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Early product identification:the product is introduced early in the advertisement
Discussion
High repetition:
the product name is repeated frequently throughout the advertisement
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Novelty:something about the advert attracts you because it’s new and different
Discussion
Visual and semantic image:
the advert uses both language and visual impact to convey the message and encourage you to buy the product
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Music association:the background music reinforces and complements the product’s image
Discussion
Humor:
The advertisement makes you laugh
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Advertising CampaignAdvertising Campaign Directions:
Suppose you belong to an advertising agency. You have just received a project: Design an advertisement for one of the following products. Work with your group members to plan an advertising campaign. Try to appeal to the greatest number of people possible.
Later, Each group shows their ad to the class. Which group has the best .
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Bicycle
Lightweight aluminum 铝 frame Folds easily Easy to carry Made in Taiwan
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Laptop computer
Uses batteries or electric outlet Weighs about 9 pounds (about 4 kilos) On sale at 50% off
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Running shoes
For running or jogging Light and comfortable Made in Korea
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Steps: a. Decide on the advertising
target.b. Determine the selling features of the product.
c. Name the product.
d. Create a catchy 容易记住 slogan for the product.
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e. Decide on the kind of media to use.
f. Create an advertisement for the product.
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advertising agency 广告公司
Terms Related to Ads
advertising agent 广告代理商
advertising cycle 广告周期
advertising claims 广告词
advertising campaign 广 告 宣 传活动
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advertising budgets 广告预算
Terms Related to Ads
attention getter 广告妙语copywriter 广告撰稿人
flyer 广告传单
slogan 广告口号 spot announcement 插播广告