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1、How Advertising Works,Scanning &get the main ideas.,Introduction,What is an ad?,How do advertisers make effective ads?,How effective are ads?,Reading Comprehension,1. Where do they advertise? 2. Why do we need to understand how advertising works?,Part 1. Introduction,Advertisements WHERE?,On billboa
2、rds,On buses,On TV,On the radio,In train stations,In newspapers,In magazines,At the cinema,At the airport,Everywhere,Why we need to understand how advertising works?,_so many messages from advertisers _our daily lives, it is important to understand how advertisements work. Then we can avoid _by them
3、.,With,filling,being controlled,v-ed,v-ing,to do sth.,adj.,adv.,prep. phrase,with + 宾语 + 宾语补足语,For example: 1) With his eyes _(look )upwards, he lay still in the bed. 2) With his eyes _ (fix) on the ceiling, he lay still in the bed. 3) With many problems _(solve), he couldnt fall asleep. 4) With man
4、y problems _(solve), he fell sound asleep.,looking,fixed,to solve,solved,Translation,Even some of the casual garments we wear have brand name attached to them which turn us into walking advertisement. 甚至在我们穿的有些休闲服上也印有品牌的名字，把我们变成了“移动广告”。,Part II. What is an advertisement?,What is an ad? Who makes and
5、 pays for the ads?,An advertisement is a _or _that _ or influences people.,Adverts are not only made and paid for by_, but also by_, _ and _ that wish to inform or educate the public.,message,announcement,informs,business,individuals,organizations,associations,Part III. How do advertisers make effec
6、tive advertisements?,I. Identify your target II. Appeal to your target III. Use a suitable medium,Identify your target,1.What is target audience ? The people the advertisement intends to persuade. 2. Translation Having identified the target group, researchers find out as much as possible about those
7、 in the target group, such as their like and dislikes, and how the product would fit into their lives. 明确了广告的目标群体后，研究人员会尽量搜索这个群体的有关信息，例如他们的好恶，以及如何让产品适合他们的生活。 Learn to use 看了这则广告之后, 孩子们知道了如何做有价 值的公民。 Having seen the advertisement , children knew how to become worthy citizens.,( ),Appeal to your targe
8、t,Ads which are connected with rich and famous people will draw the attention of the audience who like them. Ads that feature rich and famous people will grab the attention of those who admire people like that. Learn to use 这个以保护环境为特色的广告已经得到了公众的关注。 The advertisement that features protecting environm
9、ent has been paid attention to by the public.,Which sentence in the text is closest in meaning to the following one.,be exposed to暴露,面临,曝露 一个人越是多处在英语语言环境下，他或她越能更好地学习语言。 The more one is _the English-speaking environment, the better he or she will learn the language.,exposed to,1. expose I told her th
10、at _ to the sunlight for too much time would do harm to her skin. She, however, didnt follow my advice. As a result, _too much to the sun, her skin got burnt. She finally learnt that _of the body to hot sunlight in summer could be harmful.,being exposed,exposed,exposure,2. appeal 1) For example, ado
11、lescent boys are more likely to buy computer games than any other group, so it makes sense to make computer game ads that appeal to this group. 2) In order to persuade people to do something, advertisements often appeal to our hopes and dreams or our emotions. 3) It appeals to peoples desire to “fit
12、 in“ and be part of the group. 4) Some advertisements appeal to peoples desire to save money 5) Some adverts like the environmental protection advertisement below, appeal to our conscience or our desire to be worthy citizens.,A: appeal to sb: to interest or attract sb B: appeal to sth: 引起；激发,B,B,B,B,A,Describe who else might buy the jeans. What media you will use. How you will appeal to them.,Thank you,