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，從頭開(kāi)始。,A diamond is forever.,鉆石恒久遠(yuǎn)，一顆永流傳。,Intel inside .,給電腦一顆奔騰的“芯”。,Obey your thirst.,服從你的渴望。,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 公益廣告 Sales promotion ads 促銷廣告 Commercials (an advertisement on television or radio) 在電視或廣播上的廣告 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激發(fā) people to take action and even save lives; (3)Ads will help people to make decisions and refine提煉 their choices. Disadvantages: (1)mislead誤導(dǎo) the consumers; (2)cheat the consumers，especially the deceptive欺騙性的 (tending to deceive) ones.,1. Why do the authors friends cal

10、l 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 Compr

11、ehension,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. Advertiser

12、s 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 mys

13、elf 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

14、paying 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 1

15、,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 嗜好可口可樂(lè)成癖 movie-holic 嗜好電影成癖 teleholic 嗜好看電視成癖 carboholic

16、 碳水化合物中毒,alcohol,ic,alcoholic,酒精中毒的，嗜酒成癖的,后綴-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、壁櫥；盥洗室；議事室，密室；貯藏室 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 cal

18、l me a , as most of my friends do, but Id rather say I .,love to buy things in fashion,shopping addict,Abercrombie popular music is more my style.,definition,the statement of the meaning of a word, etc.定義 Can you give a precise definition of the word? clearness of outline清晰度 The photo lacks definiti

19、on.,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. necessarily adv. unnecessary a.,make (something, or oneself) more attractive, esp. with clothing 打扮，裝扮 Dont bother to dress up come

20、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 high school, advertising became a big influence. Boys began to notice girls, and all the girls wanted to look good. The clothing i

21、n 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 shirt meant you were the snobby rich girl, and anything worse or less than that was unacceptable.,adj. feeling or showing worry; inv

22、olved in or affected by 擔(dān)憂的；有關(guān)的，牽涉到 What are you most concerned about? Everyone who was concerned in the affair regrets it very much. She is concerned about your safety. be concerned about 關(guān)心 be concerned in 有關(guān)的 be concerned with 涉及；忙于；與有關(guān),concerned,Difficult Sentences,But as I progressed to high sc

23、hool, dvertising became a big influence. But as I headed to high school, I paid more attention to advertising.,define,vt. 精確地解釋; 界定 state precisely the meaning of words; interpret We should clearly define the scope of our research. It is difficult to define what makes him so popular. Good manners de

24、fine 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 clothes they are wealthy, smart, or superior in some way.,identify,vt. 認(rèn)出,識(shí)別 select, notice, recognize or specify Can you identify

25、 your umbrella among this lot?,I identify that stolen recorder as mine. vi. 等同于; 有關(guān)聯(lián)；認(rèn)同 associate with; Wealth cannot be identified with happiness. What can be identified with happiness?,preppy,The term preppy is particularly well-known amongst American teenagers. The usage of preppy in American hig

26、h 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 at first, so you can be whoever you want to be. There are so many students and such a variety of people that clothing begins

27、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 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 identit

28、y, 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 on The increasing cost of oil hit Kenya especially hard. He was hard hit by his financial losses.,Difficult Sentence,Yet my friends and I still turn to advert

29、ising, 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 find our own personal style.,turn to,go tofor help, advice, sympathy, comfort, etc.向求助 The child felt there was no one he co

30、uld turn to with his problems. I had to turn to the dictionary for help.,quest,v latent or potential含蓄的,潛在的 This word has its underlying meaning. The underlying theme of the novel is very serious. underlying problem 基本問(wèn)題 underlying reason 內(nèi)在原因,Difficult Sentence,Advertising feeds off human insecurit

31、ies 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. 培養(yǎng),促進(jìn) help the growth or development 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. He was staring at her with fascination. The girls listened