新北師大版高中英語(yǔ)選擇性必修二Unit6TheMedia

Lesson3TheAdvertisingGameHaveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?theproductnamethenameofacompanywordsofexpertsWarming-upWarming-upTalkaboutwhytheseadvertisementsattractyou.It’sattractivebecausetheproductname“佳潔士”

hasthemeaningof“clean”.Warming-upIt’sattractivebecausethenameofthecompanymakesmewanttobuythebestgoodsin“Bestbuy”.Warming-upTheadvertisementisattractivebecauseitisveryhumorous.Warming-upThisadvertisementofcarsisattractive,becauseitusestheconceptof“freedom”.thedesigntheconceptoffreedomtheunusualideahumorouslanguagepicturesorimagesthedesignPre-readingHaveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?Whatmakesanadvertisementattractive?While-readingaDifferenttypesofadvertisementsbThedevelopmentofadvertisementscDifferentattitudestowardsadvertisementsSkimthroughthepassage.Whatisitmainlyabout?Thisisan

explanatorytext(說(shuō)明文).Itintroducesthedevelopmentofadvertisementintheorderoftime,anditcontainslotsoftimeexplanationsandexamples.LearntheSkillBuilderandidentifythetexttypeofthispassage.While-readingPara.1:________________________________________________________________________________________________________________________________________________Para.2:________________________________________________________________________________________________

Writedownthemainideaofeachparagraph.Thencomparewithapartner.Theadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.Classicadvertisementsusedtogiveinformationaboutfindingcertainproducts.While-readingPara.3:_______________________________________________

_______________________________________________Para.4:

______________________________________________________________________________________________Para.5:______________________________________________________________________________________________Para.6:______________________________________________________________________________________________In

moderntimes,advertisementsneedtoattractandholdtheattentionofthepublic.Modernadvertisementsneedsomethingelsetoseparatethemfromtheircompetitors.Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.However,notalladvertisingisaboutsellingproductsandservicesforaprofit.While-readingTypes_________________________________Classicadsgiveinformationabout_______________________totellpeople______

____________________________________________________________________notsuitablewhen____________________________________________________________notattractiveCompletethetable.Thenwritethreeheadingsthatcancategorisetheinformationinthefirstrow.

findingcertainproducts

whatthecompanysells,wheretheyarelocated,andthenameoftheproductproductsareservicesareindirectcompetitionwitheachotherWhile-readingFeaturesPurposesProblemsTypesFeaturesPurposesProblemsModernadsconsistof____________________________apply_______________________________toshowpeople________________________________tomakeads________________notenoughto________________________While-reading

picturesorwordsfromexperts

moderndesigntechniquesvisuallyattractivebenoticedinamoderncityhowgoodtheproductisTypesFeaturesPurposesProblemsImprovedmodernadscombine___________________________________

with________________useconceptsincluding________________________________________tostandout__________________________________________tomakepeoplebelievethat____________________________repeatingoldideasnot_____________Itdoesnotmatter________________________________________________

thehigheststandardofdesigncreativeways

freedom,happiness,wealthandsuccessinaworldofcompetitiveadvertisingthey“musthavetheproduct”effectivehowattractivetheidealinkedwiththeproductisWhile-readingTypesFeaturesPurposesProblemsFurtherimprovedmodernadsusehumouraswellas___________________________________________________________________________________________________________________________________________________________________________newandunusualideascreatesomethingthathasneverbeenseenbeforeandthatpeoplefindinterestingtosurprisepeopletomakepeopleforgetthatsomeoneistryingtosellthemsomethingWhile-readingTypesFeaturesPurposesProblemsPublicadshelptoincreasepublicknowledgeand____________________________________________toencouragecitizensto_________________________________________________________________________________________________toeducatethepublic______________________________________________________________________

makeoursocietyabetterplaceforeveryone

participateinimprovingtheirneighbourhood,protectingtheenvironment,andhelpingotherpeople

onfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.While-reading1.Whatdoesaclassicadvertisementlooklike?2.Whydomodernadvertisementshavetoattracttheattentionofthepublic?3.Whatconceptsandideasareoftenusedinmodernadvertisements?4.Whatdoadvertisersdotomakepeopleforgetthesellingpurposeofadvertisements?5.Howhasthegovernmentusedadvertisementsinthelastdecade?Answerthequestions.While-reading1.Whatdoesaclassicadvertisementlooklike?

Aclassicadvertisementgivesinformationaboutfindingacertainproduct.Itislikelytobethenameofacompany,partofwhichmightincludethenameoftheplacefromwhichtheproductoriginates.2.Whydomodernadvertisementshavetoattracttheattentionofthepublic?

Becauseproductsandservicesareindirectcompetitionwitheachother,andpeopleareusedtoseeingahighstandardofvisualdesign.While-reading3.Whatconceptsandideasareoftenusedinmodernadvertisements?Conceptslikefreedomandideaslikehappiness,wealthandsuccessareoftenusedinmodernadvertisements.4.Whatdoadvertisersdotomakepeopleforgetthesellingpurposeofadvertisements?Theyusehumourandnewandunusualideastosurprisepeople.5.Howhasthegovernmentusedadvertisementsinthelastdecade?ThegovernmenthassponsoredadvertisementstoeducatethepubliconfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.While-readingPost-readingTheAdvertisingGameClassicadsModernadsImprovedmodernadsFurtherimprovedmodernadsPublicadsDrivingforceUsethediagramtotalkaboutwhatyouhavelearntaboutadvertising.1.Whathasbeenthedrivingforceforthedevelopmentofadvertisements?2.Whatdoesthetitle“TheAdvertisingGame”meantoyou?Thinkandshare.Post-readingPara.1Theadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.廣告業(yè)的根本目的是向潛在消費(fèi)者推銷(xiāo)商品。Advertisingagencieswouldcreateabasictypeofadvertisementknownasacommercialadvertisement.廣告代理公司創(chuàng)造出一種基本的廣告形式，也就是我們所熟知的商業(yè)廣告。LanguagePointsSuchadvertisementshavegonethroughaprocessofchangeovertheyearsalongwithsocial,economictechnologicaldevelopments.與社會(huì)、經(jīng)濟(jì)和技術(shù)發(fā)展過(guò)程同步，多年來(lái)這些廣告經(jīng)歷了一個(gè)變化的過(guò)程。gothrough遭受,經(jīng)歷;仔細(xì)察看,檢查;(法律、合同等正式)通過(guò)；復(fù)習(xí)；重復(fù)Para.2Classicadvertisementsusedtogiveinformationaboutfindingcertainproducts.

以前，經(jīng)典的廣告會(huì)給出識(shí)別產(chǎn)品的信息。Itwaslikelytobethenameofacompany,partofwhichmightincludethenameoftheplace

fromwhichtheproductoriginated.這些信息可能是公司名，其中一部分可能包含產(chǎn)品的原產(chǎn)地。usedto表示過(guò)去經(jīng)常性或習(xí)慣性的動(dòng)作或狀態(tài)現(xiàn)在已經(jīng)結(jié)束，would則表示有可能再發(fā)生。Forexample,itcouldbe“ShanghaiSewingMachines”,or“TsingTaoBeerCorporation”.比如，“上?？p紉機(jī)廠”或“青島啤酒公司”。

Fromthenameyouwouldknowwhatthecompanysells,wheretheyarelocated,andthenameoftheproduct.一看名字，你就知道這些公司銷(xiāo)售的具體產(chǎn)品、所在地點(diǎn)以及產(chǎn)品名稱(chēng)。Para.3Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbeveryeffective.廣告代理公司過(guò)去常制作這種廣告，而且效果很好。Butthentheyrealisedthatitmightnotbesuitableforamarketplacewhereproductsandservicesareindirectcompetitionwitheachother.但后來(lái)他們意識(shí)到，在產(chǎn)品與服務(wù)直接競(jìng)爭(zhēng)的市場(chǎng)上，這種廣告類(lèi)型可能不太適合。besuitablefor/to適合于Particularlynow,inmoderntimes,advertisementsneedtoattractandholdtheattentionofthepublic.特別是在當(dāng)代社會(huì)，廣告需要吸引、保持公眾的注意力。Forthisreason,it'snownormaltoseeadvertisementsthatconsistofpicturesorwordsfromexpertstoshowpeoplehowgoodtheproductis.因此，現(xiàn)在的廣告常常引用專(zhuān)家的圖片、文字，向人們展示產(chǎn)品有多棒。inparticular尤其，額外，為介詞短語(yǔ)，位于句末。particularadj.尤其的，特別的consistof由……組成，沒(méi)有被動(dòng)語(yǔ)態(tài)且不用于進(jìn)行時(shí)。

Otherstrytocreateadvertisementsthatpeoplesimplyenjoylookingat.還有一些廣告代理公司嘗試制作具有觀賞性的廣告。

Aspresent-dayadvertisersoftenhavelargebudgets,

hugemountsofmoneyarespentonapplyingmoderndesigntechniquestomaketheseadvertisementsasvisuallyattractiveaspossible.現(xiàn)在的廣告客戶(hù)通常預(yù)算充足，他們會(huì)花大筆的錢(qián)采用現(xiàn)代設(shè)計(jì)技術(shù)，讓廣告更具視覺(jué)吸引力However,eventhisisoftennotenoughtobenoticedinamoderncity.然而，即便是這種廣告方式在現(xiàn)代城市中也不足以引起消費(fèi)者的注意。separatesthfromsth把……與……區(qū)別開(kāi)來(lái)Para.4Becauseoftheboostinadvertising,peopleareusedtoseeingahighstandardofvisualdesign.因?yàn)閺V告業(yè)的迅速發(fā)展，人們?cè)缫褜?duì)那些高水準(zhǔn)的視覺(jué)設(shè)計(jì)習(xí)以為常。

Modernadvertisementsneedsomethingelsetoseparatethemfromtheircompetitors.現(xiàn)代廣告需要另外一些東西，以便將它們與其他競(jìng)爭(zhēng)者區(qū)別開(kāi)來(lái)。standout突出；出色standfor主張，代表；容忍shandby袖手旁觀combine…with…把……與……結(jié)合起來(lái)incombinationwith與……聯(lián)合起來(lái)Tostandoutinaworldofcompetitiveadvertising,theymustcombinethehigheststandardofdesignwithcreativewaystomakepeoplebelievethatthey“musthavetheproduct”.為了在競(jìng)爭(zhēng)激烈的廣告界凸顯出來(lái)，他們必須將最高水準(zhǔn)的設(shè)計(jì)與創(chuàng)造性的方法結(jié)合起來(lái)，使人們確信他們“必須購(gòu)買(mǎi)這種產(chǎn)品”。Thatis,theyusetheconceptoffreedomtosellthecar.Othercommonideasincludehappiness,wealthandsuccess.也就是說(shuō)，廣告代理公司借用自由的概念銷(xiāo)售汽車(chē)。其他常見(jiàn)概念銷(xiāo)售包括幸福、財(cái)富和成功。

Infact,intheworldofadvertisements,suchcontentisasoldasadvertisingitself.事實(shí)上，這些概念和廣告業(yè)一樣歷史悠久。Para.5Formanyoftoday'sadvertisers,repeatingoldideasisnotasuccessfulapproach.對(duì)很多今天的廣告商而言，重復(fù)過(guò)去的廣告并不會(huì)獲得成功。Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.過(guò)去的確可行的想法，放到現(xiàn)在并不一定有效。Theyrealisethatitdoesnotmatterhowattractivetheidealinkedwiththeproductis—mostpeopleknowanticipatethatthemainpurposeoftheadvertisementistomakecustomersbuytheproduct.他們意識(shí)到與產(chǎn)品關(guān)聯(lián)的概念有多么吸引人并不重要——大多數(shù)人都明白，廣告的主要目的就是讓客戶(hù)購(gòu)買(mǎi)產(chǎn)品。linked...with...把......與......連接起來(lái)Instead,theseadvertiserslookforotherwaystomakepeoplenoticetheirproducts.于是，廣告商轉(zhuǎn)而通過(guò)打廣告，讓更多的消費(fèi)者注意到自己的產(chǎn)品。Thetopadvertisersoftodaybelievethatusinghumouraswellasnewandunusualideastosurprisepeopleisimportant.當(dāng)今頂級(jí)廣告商認(rèn)為廣告要用幽默、新穎、奇特的創(chuàng)意給人們帶來(lái)驚喜。Theiraimistocreatesomethingthathasneverbeenseenbeforeandthatpeoplefindinteresting.Bydoingthis,theyhopetomakepeopleforgetthatsomeoneistryingtosellthemsomething.他們的目的是創(chuàng)造一些人們從未見(jiàn)過(guò)的東西，從而讓人們覺(jué)得有趣，進(jìn)而讓消費(fèi)者忘記有人在試圖向他們推銷(xiāo)商品！當(dāng)先行詞為不定代詞時(shí)，定語(yǔ)從句關(guān)系代詞只用that,做賓語(yǔ)可以省略Para.6However,notalladvertisingisaboutsellingproductsandservicesforaprofit.Someadvertisementsnowadaysaimto

makeacontributiontosocietyandwelfare.然而，并非所有的廣告都是以盈利為目的銷(xiāo)售產(chǎn)品與服務(wù)，現(xiàn)在還有一些廣告的目的在于為社會(huì)和福利作貢獻(xiàn)。notall為部分否定,意為“并非都”。aimtodosth.旨在做某事Forexample,therearepublicadvertisements,whichencouragecitizensto

participateinimprovingtheirneighbourhood,protectingtheenvironment,andhelpingotherpeople.比如公益廣告，它鼓勵(lì)市民參與改善社區(qū)、保護(hù)環(huán)境和幫助他人的活動(dòng)。participatein(doing)sth.參加(做)某事encouragesb.todosth鼓勵(lì)某人做某事Overthelastdecade,thegovernmenthassponsoredadvertisementstoeducatethepubliconfightingAIDS,savingwater,helpingthepoor,givingupsmoking,etc.過(guò)去的十多年里，政府贊助了一些公益廣告，教育公眾防治艾滋病，呼吁民眾節(jié)約用水、幫助貧困人口、戒煙等。Theseadvertisementshavehelpedtoincreasepublicknowledgeabouttopicsthatusedto

beignoredbymostpeople,andthishasmadeoursocietyabetterplaceforeveryone.這些廣告幫助公眾增強(qiáng)對(duì)以往被忽視話題的公共認(rèn)知，也讓我們的社會(huì)更加美好。1.suitableadj.合適的，適宜的besuitablefor適合于……besuitabletodosth適合做某事suitv.適合suitone'sneeds符合某人的需要反unsuitable

adj.不合適的，不適當(dāng)?shù)腡herewillbedisplaysthroughoutthefestival,whichare________(suit)foranyoneagedtenandover.要找個(gè)對(duì)每個(gè)人都合適的時(shí)間很困難。→It’sdifficulttofindatimethat_____________________(suit).→It’sdifficulttofindatimethat_____________________(suitable).suitablesuitseverybodyissuitableforeverybody2.attract

vt.吸引attractone'sattention引起某人的注意

=drawone'sattentionadj.attractiveadj.吸引人的，有魅力的n.attractionn.吸引；吸引力；吸引人的事物adv.attractivelyadv.有魅力地，有吸引力地beattractiveto...對(duì)……有吸引力atouristattraction旅游景點(diǎn)作“名勝，吸引人之物”講是可數(shù)名詞；而作“魅力，吸引力”講是不可數(shù)名詞Asoneofthemost________places,MountWuyi_______millionsoftouristseachyear,andoneofitsmostfamoustourist__________istheNineBendRiver.(attract)attractiveattractsattractions3.consistof

由……構(gòu)成(沒(méi)有被動(dòng)語(yǔ)態(tài)，也不用于進(jìn)行時(shí))=bemadeupof由……組成=becomposedof由……組成這支醫(yī)療隊(duì)是由5名醫(yī)生和10名護(hù)士組成的。③Themedicalteam_____________fivedoctorsandtennurses.④Themedicalteam_________________________fivedoctorsandtennurses.=__________________________________________________(makeup)consistsofismadeupof/iscomposedofFivedoctorsandtennursesmakeupthemedicalteam.consistin(＝liein)存在于，在于consistwith（=beconsistentwith）與……一致adj.consistentadj.一致的n.consistencyn.一致性，同一性①Thebeautyofthecityconsists_____itsmagnificentbuildings.②TheUnitedKingdomconsists_____GreatBritainandNorthernIreland.③Ittookthemthreedaystocompletetheproject__________(consist)ofthreecomplicatedprocedure.④Moreoftenthannot,whatthestubborndoesconsists______whathesays.⑤Theresultsareentirely___________(consist)withourearlierresearch.inofconsistingwithconsistent4.competitive

adj.競(jìng)爭(zhēng)性強(qiáng)的，有競(jìng)爭(zhēng)力的competein參加……比賽competefor為爭(zhēng)取……而競(jìng)爭(zhēng)④Astheyoungest__________,Ihadto___________thewritingcontest_________20othertopstudents_____theannualwritingaward.

Imustbevery___________tobethewinner.作為最小的參賽者,我必須和另外20名頂尖的學(xué)生在寫(xiě)作比賽中競(jìng)爭(zhēng)以獲得年度寫(xiě)作獎(jiǎng)。要成為獲勝者,我必須有很強(qiáng)的競(jìng)爭(zhēng)力。competitorcompeteinagainst/withforcompetitive5.combine

vi.&vt.(使)結(jié)合，(使)組合combinesthwithsth把某物與某物結(jié)合起來(lái)combinetodosth聯(lián)合起來(lái)做某事n.combination

n.結(jié)合，聯(lián)合；結(jié)合體incombinationwith...和……相結(jié)合Thenewtreatmentcanbeusedeitheraloneorincombinationwiththetraditionalone.Technologicalinnovation,__________(combine)withgoodmarketing,willpromotethesalesoftheseproducts.combined6.link

vt.

把……聯(lián)系起來(lái)n.聯(lián)系，關(guān)聯(lián)linkup聯(lián)合，連接linkupwith與……連接，聯(lián)合link...to/with將……與……聯(lián)系/連接起來(lái)Achainisnostrongerthanitsweakestlink.［諺］一環(huán)薄弱，全鏈易斷。①Therelationshipsyoudevelopnowwillprobablybelined_______theonesyouvaluelater,sobewiseaboutthepeoplewhoyouinvestyourselfin.②_________(link)armswithoneoftheinstructors,Ihelpedcarrytheyoungmanoutofthewater.③Detectiveshavelinkedthebreak-in______asimilarcrimeinthearealastyea