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How advertising works
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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
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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)
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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)
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How effective are ads?
1) When there is a need for the
product.
2) If the target audience is exposed to
ads constantly.
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Language points
Para1. come across 偶然遇见 ; 偶然发现。 我无意中在一本书的封面上看到他的
名字。 I came across his name on the cover of a book.
我刚才偶然碰到你的一个老同学。 I’ve just come across one of your former classmates.
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表示“见到;碰到”的词组:run into
bump into
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Para3. fit (in) into 放进去 ; 安排时间 ; 相处融洽 ; 适应环境。
A cork fits into the neck of a bottle. 木塞塞进了瓶口。
He fitted the photo into the frame. 他把照片放入了镜框。
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I hope the hairdresser can fit me in t
oday.
我希望理发师今天能腾出时间给我理发。How do you fit in in the new compan
y? 你在新公司与人相处得好么?
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Para4. appeal to 投合……心意 ; 引起……兴趣。
Creative work, such as advertisement de
sign, appeals to me.
创造性的工作 , 比如广告设计很吸引我。 This exercise appeals strongly to the ima
gination. 这个练习可以有力地激发想象力。
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Teaching as a career ___ to many people
because of the long holidays.
A. attracts B. calls
C. appeals D. pulls
C
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Para5. worthy (-thier, -thiest) 值得…的
a worthy champion/winner
当之无愧的冠军 / 获胜者 He is worthy of our praise.
他值得我们表扬。
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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
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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
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2). Her achievements are ______ of
high praise.
3). It is not __________quarreling
with him.
worthy
worthwhile
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Para9. over time 随着时间的推移 The pain of this failure will disappe
ar over time. 随着时间的推移 , 失败的伤痛也会逐渐消失。
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At first his parents didn’t like his girl
friend, but their opinion has been ch
anged over time.
起初他的父母不喜欢他的女朋友,但随着时间的流逝他们的看法渐渐发生了变化。
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overtime ( 副词 ), 规定时间之外地 ;
超时地He’s been working overtime recently.
他最近老是加班。
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1. Complete the summary of the
reading passage using words from
the text.
educate; appeal; target; budget;
media; expense.
Answers:P45. Learning about language
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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
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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
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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
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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
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Make up an advertisement for a
product (including a slogan, the
spokesman/ spokeswoman and the
whole procedure.)
Homework