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1、Unit One Text A Advertising,Talk something about advertising including its definition, classification, media and considerations in choosing the proper media; Grasp the words or phrases related to advertising.,Teaching aims,Teaching difficulty To make Ss to distinguish comparative advertising, brand
2、advertising and primary advertising,Part one: Lead-in Part two Pre-reading Part three Vocabulary Part four Analysis the difficult points Part five Fast reading & reading in depth Part six Assignment,Just do it. 跟着感觉走。 Where there is a way, there is a Toyota。有路就有丰田车。 Tides in, dirts out. 汰渍到，污垢逃。 Any
3、thing is possible.一切皆有可能。,（Nike运动鞋）,（丰田汽车）,（汰渍洗衣粉）,（李宁运动鞋）,Lets read some famous advertisements, try to guess the products.,Lead-in,Good teeth, good health. 牙齿好，身体就好。 Started Ahead. 成功之路，从头开始。 Cant beat the real thing. 挡不住的诱惑。 Apple thinks different. 苹果电脑，不同凡“想”。,（高露洁牙膏）,（飘柔洗发水）,（可口可乐）,（苹果电脑）,Lets r
4、ead some famous advertisements, try to guess the products.,Lead-in,Origin “Advertising“ or “advertisement“ comes from Latin “advertere”, which means an approach to arouse public attention to something and induce a certain direction.,“广告”一词来源于拉丁文”advertere“，指的是引起公众对某一件东西的关注以及引导其往某一特定方向的方法。,Origin起源,P
5、re-reading,Advertising can be defined as non-personal commercial messages to the public designed to inform both established and potential customers.,Definition,广告被定义为将非人员的商业信息传达给公众，目的是为了告知已有或潜在的客户。,Pre-reading,Match the words with their definition,advertise advertiser advertisement advertising,A. a
6、person or company that pays for a product, event, or job to be advertised in a newspaper, on television, or on a poster. B. make publicity for; try to sell (a product) C. (uncountable) the activity of creating advertisements and making sure people see them. ; D. (countable) a public promotion of som
7、e product or service,Vocabulary:,advertise, advertisement , advertising,1. advertise vi.& vt. 做（登）广告,advertise in newspapers / magazine “在报纸或杂志上做广告”,Vocabulary:,1. advertise vi.& vt. 做（登）广告,advertise on / radio / TV “在广播电台或电视上做广告,Chunlan Electronic Group heavily advertise its product on radio and te
8、levision .,Vocabulary:,2. advertisement (countable noun) 做(登)广告 ; 广告,E.g. I wish I could buy all the beautiful things I see in advertisement .,Vocabulary:,3. advertising（uncountable noun)： 总称广告；广告业 advertising firm 广告公司,advertise advertize,Vocabulary:,Lets study more ads today,Q2: How many types of
9、advertisements?,public ads公益广告,commercial ads 商业广告,Types of Advertising,Analysis the difficult points,institutional advertising 企业广告,designed to promote a firms name,言而有信喜之郎，说到做到送大奖；,examples:,海尔：真诚到永远,返回,Analysis the difficult points,primary-demand advertising 初级需求广告,seeks to increase the total dem
10、and for certain products without distinguishing specific brands.,examples:,“早餐请喝红茶”,返回,Analysis the difficult points,Comparative advertising 比较广告,comparative advertising, which points to the advantages of the advertisers product over competing products.,examples:,“宁波老窖，塞外茅台”,“林河酒-中国的XO”,返回,Analysis
11、the difficult points,Brand advertising 品牌广告,农夫山泉有点甜。,examples:,一缕浓香，一缕温暖，南方黑芝麻糊。,brand advertising, which promotes the use of a particular brand among competing products.,返回,Analysis the difficult points,Look at the videos and decide which ads it belong to?,Brand advertising 品牌广告,http:/ advertising
12、初级需求广告,http:/ advertising 比较广告,http:/ reading: Decide whether the following sentences are true or false.,1. direct-action advertising tries to sell a specific product, while institutional advertising tries to promote an organization rather than a specific product. 2. Comparative advertising tries to
13、 develop the total demand for a certain products. 3. Institutional advertising emphasizes a particular product and plays down弱化 the name of the company. 4. When a firms advertising says “our motorcycles will outperform any other brand,“ it is using comparative advertising 5. Comparative advertising has been banned by the Federal Trade Commission.,Skimming &Scanning,