UNIT6TheMediaLesson3TheAdvertisingGame課文講解

1.PairworkHaveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?Activeandshare因?yàn)椋捎贐uick—yourkeytoabetterlifeandabetterworld.—BuickApplethinksdifferent.—AppleThechoiceofanewgeneration.—PepsiGoodteeth,goodhealth.—ColgateDoyouknowotherclassicaladvertisingslogans?

Whatmakesan

advertisementattractive?theproductname

產(chǎn)品名稱thenameofacompany

某公司的名稱wordsofexperts

專家的話humorouslanguage

幽默的語言theconceptoffreedom

自由的概念picturesorimages

圖片或意象theunusualidea

不尋常的想法thedesign

設(shè)計(jì)Read

andexplore

2.Thepassagebelowisaboutadvertising.Skimthroughthepassage.Whatisthepassagemainlyabout?a.Differenttypesofadvertisementsb.Thedevelopmentofadvertisementsc.Differentattitudestowardsadvertisements3.Whatisthetexttypeofthispassage?Whathelpedyouidentifythetexttype?v.認(rèn)出，識(shí)別；查明，確認(rèn)；發(fā)現(xiàn)IdentifyingTextTypesYoucanidentifythetexttypebasedonthefollowinginformation:titles(e.g.ASeaStory,AMedicalPioneer);textstructures(e.gtimeorder,argumentandsupportingdetails);typicalexpressions(e.g.

onceuponatime,inconclusion).SkillBuilder4.PairWork.Underlinethemainideaofeachparagraph.Thencomparewithapartner.與某人比較TheAdvertisingGame廣告競(jìng)賽Para.1Theadvertisingindustrystartedwiththefundamentalpurposeofpromotingandsellinggoodstopeoplewhomightneedthem.廣告業(yè)的根本目的是向潛在消費(fèi)者推銷商品。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。Suchadvertisementshavegonethroughaprocessofchangeovertheyearsalongwithsocial,economictechnologicaldevelopments.與社會(huì)、經(jīng)濟(jì)和技術(shù)發(fā)展過程同步，多年來這些廣告經(jīng)歷了一個(gè)變化的過程。gothrough遭受,經(jīng)歷;仔細(xì)察看,檢查;(法律、合同等正式)通過；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。(1)Itislikelytodo/that...可能……sb./sth.belikelytodosth.某人/某物有可能做某事(2)其他表示“……可能……”的句型：Itisprobablethat...Itispossiblethat...Itispossibleforsb.todosth.注意：likely的主語可以是人，也可以是物；而possible，probable的主語只能為it。Forexample,itcouldbe“ShanghaiSewingMachines”,or“TsingTaoBeerCorporation”.比如，“上海縫紉機(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售的具體產(chǎn)品、所在地點(diǎn)以及產(chǎn)品名稱。Para.3Advertisingagenciesusedtocreatethiskindofadvertisinganditcouldbeveryeffective.廣告代理公司過去常制作這種廣告，而且效果很好。Butthentheyrealisedthatitmightnotbesuitableforamarketplacewhereproductsandservicesareindirectcompetitionwitheachother.但后來他們意識(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，位于句末。particularadj.尤其的，特別的consistof由……組成，沒有被動(dòng)語態(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)在的廣告客戶通常預(yù)算充足，他們會(huì)花大筆的錢采用現(xiàn)代設(shè)計(jì)技術(shù)，讓廣告更具視覺吸引力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)別開來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)別開來。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incombinationwith與……聯(lián)合起來Tostandoutinaworldofcompetitiveadvertising,theymustcombinethehigheststandardofdesignwithcreativewaystomakepeoplebelievethatthey“musthavetheproduct”.為了在競(jìng)爭(zhēng)激烈的廣告界凸顯出來，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，使人們確信他們“必須購(gòu)買這種產(chǎn)品”。Forexample,someadvertisementsmaysuggestthatbuyingacarcanmakeyoufree.例如，一些廣告可能會(huì)暗示買車能讓你自由。Thatis,theyusetheconceptoffreedomtosellthecar.Othercommonideasincludehappiness,wealthandsuccess.也就是說，廣告代理公司借用自由的概念銷售汽車。其他常見概念銷售包括幸福、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)過去的廣告并不會(huì)獲得成功。Ideasthatwouldworkinthepastgenuinelyarenotaseffectivenow.過去的確可行的想法，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購(gòu)買產(chǎn)品。linked...with...把......與......連接起來

Instead,theseadvertiserslookforotherwaystomakepeoplenoticetheirproducts.于是，廣告商轉(zhuǎn)而通過打廣告，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)意給人們帶來驚喜。Theiraimistocreatesomethingthathasneverbeenseenbeforeandthatpeoplefindinteresting.Bydoingthis,theyhopetomakepeopleforgetthatsomeoneistryingtosellthemsomething.他們的目的是創(chuàng)造一些人們從未見過的東西，從而讓人們覺得有趣，進(jìn)而讓消費(fèi)者忘記有人在試圖向他們推銷商品！當(dāng)先行詞為不定代詞時(shí)，定語從句關(guān)系代詞只用that,做賓語可以省略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。3.Whatisthetexttypeofthispassage?Whathelpedyouidentifythetexttype?Thisisanexplanatorytext.Itintroducesthedevelopmentofadvertisementintheorderoftime,andit

contains

lotsoftimeexplanationsandexamples.這是一篇解釋性的文章。它按時(shí)間順序介紹了廣告的發(fā)展，它包含了大量的時(shí)間解釋和例子。v.包含，含有5Readthewholepassage.Completethetable.Thenwritethreeheadingsthatcancategorisetheinformationinthefirstrow.TypesClassicadsgiveinformationabouttotellpeoplenotsuitablewhen

notattractiveModernadsconsistofapplytoshowpeopletomakeadsnotenoughtoFeaturesPurposesProblemsfindingcertainproductswhatthepeoplesells,wheretheyarelocatedandthenameoftheproductproductsandservicesareindirectcompetitionwitheachotherpicturesorwordsfromexpertsmoderndesigntechniqueshowgoodtheproductisvisuallyattractivebenoticed將......分類TypesImprovedmodernadscombinewithuseconceptsincludingtostandouttomakepeoplebelievethatrepeatingoldideasnotItdoesnotmatterFurtherimprovedmodernadsusehumouraswellasFeaturesPurposesProblemsthehigheststandardofdesigncreativewaysfreedom,happiness,wealthandsuccessinaworldofcompetitiveadvertisingthey“musthavetheproduct”effectivehowattractivetheidealinkedwiththeproductisnewandunusualideastosurprisepeopletocreatsomethingthathasneverbeenseenbeforetomakepeopleforgetthatsomeoneistryingtosellthemsomethingPublicadshelptoincreasepublicknowledgeandtoencouragecitizenstotoeducatethepublicTypesFeaturesPurposesProblemsmakeoursocietyabetterplaceforeveryoneparticipateinimprovingtheirneighbourhood,protectingtheenvironmentandhelpingotherpeopleonfightingAIDS,savingwater,helpingthepoor,givingupsmoking6Answerthequestions.1.Whatdoesaclassicadvertisementlooklike?Aclassicadgivesinformationaboutaproductandveryoftenitincludesthenameofacompany,partofwhichmightincludethenameoftheplacefromwhichtheproductoriginated.2.Whydomodernadvertisementshavetoattracttheattentionofthepublic?Becausepeopleareusedtoseeingahighstandardofvisualdesign,andproductsandservicesareindirectcompetitionwitheachother.3.Whatconceptsandideasareoftenusedinmodernadvertisements?Theyusetheconceptoffreedom,andothercommonideasincludehappiness,wealthandsuccess.4.Whatdoadvertisersdotomakepeopleforgetthesellingpurposeofadvertisements?Advertisersusehumourandunusualideastosurprisepeople.5.How