(
课件网) Lesson 3 The Advertising Game UNIT 6 THE MEDIA Learning Objectives 01 I can master some important words and phrases in the context; 02 I can read for deep understanding and summarise information; 1. Have you ever bought anything as a result of seeing, hearing or reading advertisements What makes an advertisement attractive the product name the name of a company words of experts humorous language the concept of freedom pictures or images the unusual idea the design 由于，因为 导 自主阅读文章4-6段，划出下列句子，重点分析并翻译所划句子 小组讨论分析句子成分并翻译，各组完成后进行汇报 思与议 1.They realise that it does not matter how attractive the idea linked with the product is—most people know and anticipate that the main purpose of the advertisement is to make customers buy the product. 2.Their aim is to create something that has never been seen before and that people find interesting.By doing this, they hope to make people forget that someone is trying to sell them something! 3.For example，there are public advertisements，which encourage citizens to participate in improving their neighbourhood，protecting the environment，and helping other people. 4.These advertisements have helped to increase public knowledge about topics that used to be ignored by most people, and this has made our society a better place for everyone. Because of the boost in advertising, people are used to seeing a high standard of visual design. 因为广告业的迅速发展，人们习惯于看到高水准的视觉设计。 Modern advertisements need something else to separate them from their competitors. 现代广告需要另外一些东西，以便将它们与其他竞争者区别开来。 be used to doing 习惯于 separate... from... 把…与…区别开来 para4 To stand out in a world of competitive advertising, they must combine the highest standard of design with creative ways to make people believe that they“must have the product”. For example, some advertisements may suggest (that buying a car can make you free.) 例如，一些广告可能会暗示买车能让你自由。 stand out 突出；出色 stand for 主张，代表；容忍 shand by 袖手旁观 combine...with...：把...与...结合起来 that引导的宾语从句 That is, they use the concept of freedom to sell the car. Other common ideas include happiness, wealth and success. 也就是说，广告代理公司借用自由的概念销售汽车。其他常见概念销售包括幸福、财富和成功。 In fact, in the world of advertisements, such content is as old as advertising itself. 事实上，在广告界，这些概念和广告业一样历史悠久。 as...as... 和...一样... For many of today’s advertisers, repeating old ideas is not a successful approach. Ideas (that would work in the past genuinely) are not as effective now. 对很多今天的广告商而言，重复旧的想法并不是一个成功的方法。过去可行的想法，放到现在并不一定有效。 对……而言 动名词作主语 定从 奏效；起作用 para5 They realise (that it does not matter how attractive the idea linked with the product is) —most people know and anticipate that the main purp ... ...
