1、By Louise.JJ,Unit 3 Advertising,Department of College English,Warm-up Activity,Look at the ads and think about how you will say them in English.,Start ahead.,成功之路，从头开始。,A diamond is forever.,钻石恒久远，一颗永流传。,Intel inside .,给电脑一颗奔腾的“芯”。,Obey your thirst.,服从你的渴望。,Just do it.,Many products for sale seem to
2、 scream at us, “Buy me! Buy me!” Advertising is a big business in our world with many products 1. _ for our attention. Think of the last time you bought clothes. You probably noticed the 2. _ of colors, patterns, fabric and brands you could 3. _ from. Which kind of soft 4. _ would you like to have t
3、oday or what kind of computer do you want? Advertisers are skilled in the art of making their products look the best to appeal to our senses. But products arent always what they seem. Sometimes advertising is deceptive and as 5. _, we must be careful about what we choose to buy. It is important to l
4、earn to 6. _ products and identify our purpose in purchasing the things we need. Coupons are also a form of advertising. Sometimes fast food is tempting because a coupon is offered, even though there are more healthy choices for eating. The good thing about advertising is that it helps people to 7.
5、_ and refine their choices.,Lead-in,In the United States, the Ad Council creates timely public service messages to the nation. Their purpose is to raise awareness of public problems that citizens can 8. _ to. Inspiring ads cause individuals to take action and even save lives. 9. _ in America, for ex
6、ample has been reduced over the years because of the creative Public Service advertisements that the council 10. _. “Please, please dont be a litter bug, “cause every litter bit hurts.” Many families have taught their children to place litter in the trash can in response to this catchy phrase, which
7、 has affected generations as each succeeding generation has taught their children not to litter.,Lead-in Questions,1. Do you like to watch the advertisements? What about the ads inserted in the intervals of the TV serials?,2. Do you know how many kinds of advertisements are there and what are they?,
8、Public service ads 公益广告 Sales promotion ads 促销广告 Commercials (an advertisement on television or radio) 在电视或广播上的广告 Ads on the newspaper or magazine or on the net,Lead-in Questions,3. What are the advantages and disadvantages of ads?,Advantages: (1)Good and nice ads will appeal to有吸引力 our sense; (2)Pu
9、blic service ads will inspire激发 people to take action and even save lives; (3)Ads will help people to make decisions and refine提炼 their choices.Disadvantages: (1)mislead误导 the consumers; (2)cheat the consumers，especially the deceptive欺骗性的 (tending to deceive) ones.,1. Why do the authors friends call
10、 her a shop-a-holic?,They do so because she likes shopping and keeps a lot of name-brand items in her room.,Reading Comprehension,2. When does the author realize that she is a victim of advertising?,She realizes that she is a victim of advertising when she learns more about marketing.,Reading Compre
11、hension,3. Why is clothing very important to high school girls and not that important to college students?,Because high school girls are defined and identified by their clothing, but college students are defined by their personality rather than by their clothing.,Reading Comprehension,4. Advertisers
12、 portray beautiful models in advertising. Why do they do that?,They use those beautiful models to pass this message to us: if we want to be popular, loved, and attractive, we should follow these models.,Reading Comprehension,You could call me a shop-a-holic, as most of my friends do, but I call myse
13、lf a lover of fashion. Sitting in my room, I look in my closet at all my belongings and wonder what else I want to buy. Abercrombie, Guess, J Crew and Ralph Lauren are just a few of the name-brand items that clutter my room. And I want more. Ive never stopped to question whether Im getting what Im p
14、aying for, though Ive always been a “smart“ shopper, a sale shopper. But, as I learn more about my future field, marketing, I realize that I am a victim of advertising. All the things I want and buy are influenced by what magazines, television, and other advertisers tell me I need to buy.,Paragraph
15、1,shop-a-holic,a shop-a-holic is a compulsive person who finds great joy in shopping, almost to the point of being a hobby, but finds it hard to stop shopping and buys things that are not needed.,-holic,workaholic 工作狂 beerholic 嗜好啤酒成癖 colaholic 嗜好可口可乐成癖 movie-holic 嗜好电影成癖 teleholic 嗜好看电视成癖 carboholi
16、c 碳水化合物中毒,alcohol,ic,alcoholic,酒精中毒的，嗜酒成癖的,后缀-holic One that is addicted to or compulsively in need of 嗜好成癖,n.(1) manner or way of doing things She paints in the fashion of Picasso. (2) popular style of clothes, behavior etc. Many girls like to follow the fashion. Jeans are still in fashion.,fashion
17、,壁橱；盥洗室；议事室，密室；贮藏室 E.G. Put the coats back into the closet. You may put these books in the closet. come out of the closet to tell people that you are homosexual.,closet,Difficult Sentences,1. You can call me a shop-a-holic, as most of my friends do, but I call myself a lover of fashion.,You could ca
18、ll me a , as most of my friends do, but Id rather say I .,love to buy things in fashion,shopping addict,Abercrombie & Fitch,阿贝克隆比 & 费奇,Abercrombie & Fitch (A&F) is an American retailer that focuses on casual wear for consumers aged 18 to 22. It has over 300 locations in the United States, and is exp
19、anding internationally.,Guess,J Crew,brand,n. a mark made usually to show the owner of sth. e.g. What is your favorite brand of soap?There are two brands of the article on the market.,clutter,vt. fill a space in a disorderly way胡乱地填满,混乱，喧嚣 e.g. The room was cluttered with furniture.The road was clut
20、tered with refugees.Dont clutter your room.clutter up 使杂乱.使散乱 in a clutter 乱七八糟 His room is always in a clutter.,n. person, animal or thing that is injured, killed or destroyed as the result of carelessness, crime or misfortune 受害人，牺牲品，牺牲者 earthquake victims Not all the victims survived. He was a vi
21、ctim of racial prejudice.fall victim to sth. be overcome by sth. 成为牺牲品 He soon fell victim to her charms.,victim,Paragraph 2,Everyone wears clothes. They can be a statement, a style, or a definition of who you are. They can also be a simple necessity. For me, clothing has meant different things. As
22、a child, I wore what my mother gave me or the hand-me-downs from my sister. I never questioned how I looked, but I liked to dress up.,style,n. manner that is typical of a person 风格Following fashion is not my style. I dont like classical music; popular music is more my style.,definition,the statement
23、 of the meaning of a word, etc.定义 Can you give a precise definition of the word? clearness of outline清晰度 The photo lacks definition.,necessity,n. necessary things 必需品 Food, clothing, and shelter are all basic necessities of life. Well take only the necessities for the spring outing. necessary a. nec
24、essarily adv. unnecessary a.,make (something, or oneself) more attractive, esp. with clothing 打扮，装扮Dont bother to dress up come as you are. She likes to dress up for a party.,dress up,Paragraph 3,In middle school, I became more concerned with my appearance, like most girls. But as I progressed to hi
25、gh school, advertising became a big influence. Boys began to notice girls, and all the girls wanted to look good. The clothing in high school became something that defined you; it identified you with a certain group. Wearing Abercrombie jeans meant you were the preppy all-American girl, a Guess shir
26、t meant you were the snobby rich girl, and anything worse or less than that was unacceptable.,adj. feeling or showing worry; involved in or affected by 担忧的；有关的，牵涉到 What are you most concerned about? Everyone who was concerned in the affair regrets it very much. She is concerned about your safety. be
27、 concerned about 关心 be concerned in 有关的 be concerned with 涉及；忙于；与有关,concerned,Difficult Sentences,But as I progressed to high school, dvertising became a big influence.But as I headed to high school, I paid more attention to advertising.,define,vt. 精确地解释; 界定 state precisely the meaning of words; int
28、erpret We should clearly define the scope of our research.It is difficult to define what makes him so popular.Good manners define a gentleman.,Difficult Sentence,The clothing in high school became something that defined you.,High school students seem to adopt a notion that by wearing expensive cloth
29、es they are wealthy, smart, or superior in some way.,identify,vt. 认出,识别 select, notice, recognize or specify Can you identify your umbrella among this lot?,I identify that stolen recorder as mine.vi. 等同于; 有关联；认同 associate with; Wealth cannot be identified with happiness. What can be identified with
30、happiness?,preppy,The term preppy is particularly well-known amongst American teenagers. The usage of preppy in American high schools is quite often used to refer to a fashion choice.,Paragraph 4,In college, advertising hit me in a different way. College is a place where typically no one knows you a
31、t first, so you can be whoever you want to be. There are so many students and such a variety of people that clothing begins to define you less and less and your personality begins to define you more and more. Everyone is growing and changing and beginning to learn who they really are. Yet my friends
32、 and I still turn to advertising, now not only to stay in fashion but more so to find our own style. In my quest for identity, the style of clothing I choose reflects me. It shows my personality and shows what type of person I am.,hit,here means having a bad effect onThe increasing cost of oil hit K
33、enya especially hard.He was hard hit by his financial losses.,Difficult Sentence,Yet my friends and I still turn to advertising, now not only to stay in fashion but more so to find our own style.,Yet my friends and I still pay attention to advertising, not only to follow the fashions, but more to fi
34、nd our own personal style.,turn to,go tofor help, advice, sympathy, comfort, etc.向求助The child felt there was no one he could turn to with his problems.I had to turn to the dictionary for help.,quest,v & n. search, attempt to find寻找；搜索The quest for gold was long and difficult.He went to the library i
35、n quest of something to read.,Paragraph 5,Despite my choice to have my clothing reflect and not define me, I remain a victim of advertising. Although I look to ads for the upcoming styles, I am still affected by the underlying images behind them. Advertising reflects society and also adds to societa
36、l definitions. Advertisers show us people around us, yet they choose only a certain look. By showing us just these people, they are defining those few as the beautiful people. Advertising feeds off human insecurities and makes us want to be like these beautiful people.,Paragraph 5,Our insecurities w
37、ith wanting to be popular and wanting to be loved are used against us. Society fosters the fascination that we should not be who we are, and advertisers use this to influence us to believe certain messages. If we do not look like the models, we are not beautiful. If we are not thin and curvy we are
38、not attractive. Even if we have great personalities, most people will not like us if we are not physically beautiful.,look to,depend on to provide help, advice, etc.We look to you for help/ to help us.An able young man is ashamed to look to others for assistance.,upcoming,adj. of the relatively near
39、 future即将来临的；预定将要We were all enthusiastic about the upcoming holidays.They have made good preparation for the upcoming elections.,underlying,adj. fundamental or basic根本的,基础的 ; latent or potential含蓄的,潜在的 This word has its underlying meaning. The underlying theme of the novel is very serious.underlyin
40、g problem 基本问题 underlying reason 内在原因,Difficult Sentence,Advertising feeds off human insecurities and makes us want to be like these beautiful people.,Advertising makes people insecure about who they are and need expensive clothes to make them look good.,foster,vt. 培养,促进 help the growth or developme
41、nt The mother tried to foster her sons interest in music. Ignorance fosters superstition. People who cannot have a baby of their own sometimes foster a child.,fascination,the state of being intensely interested (as by awe or terror) n.魅力；魔力；入迷 Old castles have a certain strange fascination for me. H
42、e was staring at her with fascination. The girls listened in fascination as the story unfolded.,Paragraph 6,Advertisers use our weaknesses to tell us what is new, what we should be like, what is cool, and what is hot. Because human nature makes us want to be popular and glamorous, we follow the lead
43、 ads give us. Is it the victims fault for believing, or the fault of society for allowing advertisers to do so? These are the questions I often ask myself as I enter the field of marketing. It is very easy to use human insecurities as a means of targeting consumption, but is it right? How will we ev
44、er know unless we step back and stop reading magazines and watching television? Until then, I will remain a victim of advertising. And so will almost everyone else.,glamorous,having an air of allure, romance and excitement;富有魅力的；迷人的 Do not be swayed by glamorous advertisements.The glamorous actress always went shopping with many attendants crowding round her.,be ones fault,be something for which one can rightly be blamed是的错 It is your own fault for not learning.Whose fault is it we are late? It is not our fault.,
