1、Unit5 Inside Advertising,ad/advert/advertisement (n.)advertise (v.)advertiser (n.)advertising (n.),Worlds drinkable water is running out. stop global warming.,An advertisement is _,a message or announcement that informs or influences people.,How advertising works,Part 1Part 2Part 3Part 4,Para 1,Para
2、 2,Para 8-9,Para 3-7,What is an advert,We are exposed to adverts everywhere,How do advertisers make effective adverts,How effective are adverts,Part 1,We are exposed to adverts everywhere,on buses and billboardson trains and in train stations,in shop windowsoutside restaurants and on public notice b
3、oardin magazines and newspapersin the middle of TV programmeson the radio and interneton casual garments,Sentence patterns,We pass by adverts onWe see adverts inWe hear adverts inand come crossEven casual garments have brand names attached to them which turn us into walking adverts.,Part 3,How do ad
4、vertisers make effective adverts,identify your targetfind out as much as possible about themfind out how the product would fit into decide what advertising techniques to useappeal to your targethope/dream/ emotion/desire/conscienceuse a suitable mediumexpense/costappropriate medium,Para 8 _ _ advert
5、s are effective . Para 9 _ _ adverts are effective .,Part 4,How effective are adverts,When there is a need for the product,If the target audience is exposed to ads constantly,Being constantly _ to adverts can help to change our opinions over time.Even some of the casual garments we wear have brand n
6、ame _ to them.Ads are made by business, and associations that wish to _ the public.Some adverts appeal to our conscience or our desire to be _ citizens.However, it would be no use advertising products on radio if the ad _ on visual effects.,exposed,attached,inform,worthy,relies,Being constantly expo
7、sed to adverts can help to change our opinions over time.We are exposed to ads everywhere.Miners are exposed to risksexpose ones skin to the sunexpose citizens to polluted water,Even some of the casual garments we wear have brand name attached to them.,which are attached to them,Pollen becomes attac
8、hed to the animalJames, safely attached to her back, made no sound at all.,Ads are made by business, and associations that wish to inform the public.她通知他们他已经到达。She informed them of his arrival.有事随时通知我。Keep me informed of/ about what happens.见识广的；灵通的well-informed,Some adverts appeal to our conscience
9、 or our desire to be worthy citizens.A worthy causeThe film is worthy to be seen twice.,However, it would be no use advertising products on radio if the ad relies on visual effects.reliable,Their money would be wasted if the message didnt _ its target audience.As well as _ the right audience with th
10、e right technique, advertisers must also place their ads in the right medium.Because most cars have radios, ads broadcast via radio can _ a lot of drivers easily.Cable TV reaches a huge audience.The news reached us in Lahore.The number of people who were killed or injured reached more than 4000000.,
11、reach,reaching,reach,Use the words in the text to take the place of the words in red.,1. This shop sells clothes of all kinds.2. Advertisements are everywhere in our daily lives.3. The teacher told us that the school would be closed for one day next week.,garments,adverts/ads,informed,We have a desi
12、re to become respectable citizens.Only big companies can afford television ads.What is the cost of putting an ad on the Internet? Most shampoo products depend on an ad with good visual effects.,worthy,corporations,expense,rely,暴露在路过偶遇便装附着变成移动广告避免告知打算有道理；说的通,吸引好恶适应吸引注意力起作用另一方面适合没用依靠不可能用不到,be exposed
13、topass bycome acrosscasual garmentsattachtoturnintowalking adavoid doing sthinform sb of sthintend tomake sense,暴露在路过偶遇便装附着变成移动广告避免告知打算有道理；说的通,appeal tolikes and dislikesfit intograb the attentionplay a parton the other handbe appropriate forit is no use doingrely onbe unlikely tohave no use for,吸引好
14、恶适应吸引注意力起作用另一方面适合没用依靠不可能用不到,reach (COMMUNICATE) Show phoneticsverb 1 T to communicate with someone in a different place, especially by telephone or post:The only way to reach them in the place where theyre staying is by mail.Ive been trying to reach you on the phone all day.2 to understand and commu
15、nicate with someone:Hes a strange child and his teachers find it difficult to reach him.8 be seen/heardtransitive if a message, television programme etc reaches a lot of people, they hear it or see it: 9 informationtransitive if information reaches you, you hear about it: The news reached us in Laho
16、re.the number of people who were killed or injured reached more than 4000000.,What you say makes no sense. (have an understandable meaning)It doesnt make sense to buy that expensive coat (be sensible)This passage doesnt make (any) sense (= the meaning is not clear).It would make sense to leave early
17、Can you make sense of his poem? (understand)5 make sensea) to have a clear meaning and be easy to understand: Read this and tell me if it makes sense.b) to be a sensible thing to do it makes sense (for somebody) to do something It makes sense to save money while you can. Would it make sense for the
18、city authorities to further restrict parking?c) if something makes sense, there seems to be a good reason or explanation for it: Why did she do a thing like that? It doesnt seem to make sense.6 make (some) sense of somethingto understand something, especially something difficult or complicated: Can
19、you make any sense of this article?,Fit in with sb/sthfit in phrasal verb1 if someone fits in, they are accepted by the other people in a group: I never really fitted in at school.fit in with I wasnt sure if she would fit in with my friends.2 fit something/somebody into manage to do something or see
20、 someone, even though you have a lot of other things to do =squeeze something/somebody in: The doctor said he can fit me in at 4:30. I wanted to fit in a swim before breakfast.3 if something fits in with other things, it is similar to them or goes well with them: I dont know quite how this new cours
21、e will fit in.fit in with A new building must fit in with its surroundings. You cant expect a baby to fit in with your existing routine.fit into something phrasal verb1 to be part of a group or system: Some of the patients we see do not fit neatly into any of the existing categories. How does this f
22、it into the companys overall marketing strategy?2 to be accepted by the people in a group or organization: She fitted into the team very well.,feature Show phoneticsverb I + adverb or preposition; T SLIGHTLY FORMAL to include someone or something as an important part:The film features James Dean as
23、a disaffected teenager.This weeks broadcast features a report on victims of domestic violence.Its an Australian company whose logo features a red kangaroo.,subsequent Show phoneticsadjectivehappening after something else:The book discusses his illness and subsequent resignation from the government.T
24、hose explosions must have been subsequent to our departure, because we didnt hear anything.subsequently Show phoneticsadverbIn 1982 he was arrested and subsequently convicted on drug trafficking charges.subsequentlyW3 formalafter an event in the past: The book was subsequently translated into 15 lan
25、guages. Subsequently, the company filed for bankruptcy.,e across 偶然遇到 have sth. attached to 被附在 with sth. filling our daily lives,its important to2.inform sb. of sth. 通知3. The message reaches its target audience 目标群体 it make sense to do sth. 干有意义 fit into 适应 form the basis for decisions 构成决策基础4. App
26、eal to your target 迎合你的目标,5. Feature rich and famous people 以为特色 grab the attention 抓住注意力 worthy citizens 有价值的市民6.a corporation with a big budget 有大笔经费的公司7.goods and services relating to cars 与车相关的货物和服务 generate emotional responses to a product 激起人们对某种产品产生情感反应8. Be constantly exposed to经常处于包围之中 subs
27、equently 从而,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
28、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, yo
29、ull 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) Youll soon fit _ your new job and start enjoying yourself.7) Please attach this label _ your suitcase.,on,into
30、,to,How effective are ads?,When there is a need for the product.2) If the target audience is exposed to ads constantly.,Second reading,Read the text to find out the answers to the following 5 questions1. Who advertises? 2. Why do they advertise? 3. Where do they advertise? 4. How do they decide wher
31、e to advertise?5. Does advertising work?,Business, individuals, organizations and associations,They want to sell something or to inform or educate the public.,On TV and radio, in magazines and newspapers (on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and ma
32、ny other places.),They consider their budget and what medium is most likely to be seen or heard by the target consumer.,Yes and No. People are more usually persuaded by ads to buy things they have no use for. However, people do change their opinions over time.,Step 5. Consolidation Work out the foll
33、owing form so that you can retell the text,Inform sb of/ aboutinformS2W2 transitive formal1 to officially tell someone about something or give them information inform somebody about/of something Please inform us of any change of address as soon as possible.inform somebody (that) We regret to inform
34、you that your application has been rejected. They decided to inform the police.Please keep me fully informed of any developments.,Expose ones skin to the sunPotatoes turn green when exposed to light.When he smile she exposes a set of perfect white teeth.dangerousto put someone in a situation where t
35、hey are not protected from something dangerous or unpleasant expose somebody to something miners were exposed to risksordinary people exposed to cholerathe water companies wee instructed not to expose people to pulluted water anymore,A casual meeting/visit (happening by chance)A casual remark 漫不经心的话
36、 (made without much thought)A casual attitude (irresponsible)Casual wear (not formal)A casual labourer (not permanent)casual (NOT INTERESTED) casual (TEMPORARY) casual (CHANCE) casual (INFORMAL),Attach a recent photograph to your application form In Britain, packets of cigarettes come with a governm
37、ent health warning attached to them (= on them).,turn (somebody/something) into something phrasal verb1 to become something different, or to make someone or something do this: The sofa turns into a bed. A few weeks later, winter had turned into spring. Hollywood discovered her and turned her into a
38、star.2 to change by magic from one thing into another, or to make something do this: In a flash, the prince turned into a frog. The witch had turned them all into stone.3 days turned into weeks/months turned into years etcused to say that time passed slowly while you waited for something to happen:
39、Weeks turned into months, and still there was no letter.,4. inform = tell 通知 inform sb. (of/about sth.)她通知他们他已经到达。She informed them of his arrival. inform (that clause)他们得到了儿子阵亡的通知。They were informed that their son was killed in battle.be well informed about sth. 精通某事；对某事消息灵通,6. appeal to sb. 有吸引力，有
40、感染力，引起兴趣想到要在雨中久等使人扫兴。The prospect of a long wait in the rain did not appeal.设计得要雅俗共赏，老幼皆宜。The design has to appeal to all ages and social groups.,7. worthy,观察下列句子中worthy的用法:His behavior is worthy of being praised.他的行为是值得表扬的。The film is worthy to be seen twice. 这部电影值得看两遍。点拨worthy 为形容词，意为“有价值的，值得的”。联想
41、worth 常作形容词，“有某种价值的，值得的”；worthwhile 形容词，“值得花时间、金钱或精力的”。,拓展 be worthy of sth. 值得（应得）某事（物）；be worthy to do 值得(配得上)干某事；be worthy of being done 值得被做某事；be worthy to be done 值得被做某事。 同义词worth的常用结构是be worth doing sth.或be worth sth.; 而worthwhile可以作定语。如：a worthwhile job 值得做的工作,翻译下列句子。1. They will prove worthy of the Partys trust.2. He is worthy to have a place in the team.,他们不会辜负党对他们的信任。他配得上成为该队的队员。,
