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1、How advertising works,Unit 5 Inside advertising,Lets enjoy two advertisements!,1. Do you like McDonalds better than KFC because of the advertisement?,AdvertisementsWHERE?,On billboards,On buses,On TV,On the radio,In train stations,In newspapers,In magazine,At the cinema,At the airport,Everywhere,Com
2、pare advertisements,Look at the pictures on page 42-43 and discuss the questions about the advertisements.,1. WaterA. What is the most common name for H2O? Why did they call it H2O? H2O = water. H2O has been used instead of the word “water”, because it rhymes with “slow”. Rhymes (often called jingle
3、s) attract attention and are easily remembered.,B. What is the purpose of this advertisement? To encourage people to use water wisely and to save water where they can.,A. What group of people is the advertisement made for? Young people who like sports, the latest fashions and like to be part of a gr
4、oup.,2. Super Shooze,B. What message does the advertisement give? If you wear our shoes youll have an exciting life, and be popular and have fun.,C. Do you think the message is true? Give reasons. This message is not true because just wearing a certain brand of shoes wont make you exciting, popular
5、or have fun it takes much more effort than that.,A. Why are the first two lines written bigger than the rest of the advertisement? These lines appear bigger so that they are the first thing people notice about the advertisement.,3. Refresh water,B. The advertisement says that when you buy two, they
6、will give you two more at no extra cost. Does this mean the advertiser will lose money on the sale?,No, the advertiser will have worked out a price that will still give him a profit even if he is giving away two bottles free. The advertiser also benefits by selling more bottles than he would have if
7、 he hadnt offered the free bottles.,C. Why do advertisers often use the “Buy one get one free” message? People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.,As explained in B, they are not really getting
8、 anything for free because the advertiser puts a price on the product that the consumer buys that will cover the cost of the “free” one.,A. What does this advertisement encourage you to think? It encourages us to think of the sky, air and our environment and about how the environment is being spoile
9、d.,4. Environment,B. What do you think causes air pollution? Human beings cause air pollution by burning fossil fuels, such as gas, oil, coal, etc by using some modern machines, transportation vehicles and also by manufacturing modern products.,C. How else can advertisers make people more aware of o
10、ur fragile environment? Tell people more and help them to be more aware of the importance of protecting our environment.,5. “Speeding” and “How fast am I going”?A. Both of these advertisements have the same purpose. What do both advertisements want people to do? They want people to stop speeding.,B.
11、 Both ads target a certain group of people. Who are they? Drivers.C. If you were a driver, which advertisement would have most effect on you? Why? (Students give their own answers.),HOW ADVERTISING WORKS,Scanning,Scan the headings of each section and get a general understanding of the text.,Introduc
12、tion,What is an advertisement?,How do advertisers make effective advertisements?,How effective are advertisements?,Sum up the main idea of each section.,Detail reading,I. Read the text and try to answer the following questions.,1. Who advertises?2. Why do they advertise?3. Where do they advertise?4.
13、 How do they decide where to advertise?5. Does advertising work?,1. Who advertises? Businesses, individuals, organizations and associations.2. Why do they advertise? They want to sell something or to inform or educate the public.,3. Where do they advertise? On TV and radio, in magazines and newspape
14、rs (also on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places).,4. How do they decide where to advertise? They consider their budget and what medium is most likely to be seen or heard by the target consumer.,Does advertising work? Yes and no.
15、 People are not usually persuaded by ads to buy things they have no use for. However, ads do change peoples opinions over time.,II. Read the text carefully and fill in the blanks.,message,informs,Identify,find out,hopes and dreams,medium,appropriate,likely to,exposed to,unsuitable,What is an ad?,1)
16、Definition (a message or announcement that intends to inform or influence people)2) Means (words, pictures, music, film )3) Advertisers (business, individuals, organizations, associations),Conclusion,How do advertisers make effective ads?,1) Identify the target (find out necessary information about this group)2) Appeal to the target (hopes, dreams, emotions, desires )3) Use a suitable medium (cost, media),How effective are ads?,When there is a need for the product.2) If the target audience is exposed to ads constantly.,Finish Ex 3 on Page 45 in pairs.,