Book IX Unit 5 Inside Advertising How Advertising Works Reading 【Learning aims】 1. To know how advertisement works through reading and retelling. 2. To learn to design an advertisement with the learned from the text. Leading-in Look at several pictures of ads, such as Sprite, Coca-cola, Pepsi, Levi’s, McDonald’s etc. I’m sure you are familiar with the ads of these brands. Yes? And where can you see them? Yes, ads are around us everywhere. So, today, we’ll learn something more about ads, that is, how advertising works. Pre-reading As you can see in our textbook, in this passage, there are several pictures. Discuss each of the advertisements on Pages 42 and 43 in pairs.What does the advertisement want you to do? You have 2 mins. Please share your opinion with us. This text has many headings in it. They tell us the clear structure of the passage. We can see there are four sections in it. Scan the headings of each section and get a general understanding of the text. So the first para is Section I and it’s the introduction. Section II is para 2; Section III is para 3-7; Section IV is the last two paras. While-reading Since we’ve got the main idea and the structure of the passage, we’ll go to the details. Read the first paragraph and get the answer. 1. How can we become walking advertisements? Yes, you find the answer in the introduction of the passage: When we wear the casual garments with brand names attached to them. What is the benefit of knowing how advertisements work? We can avoid being controlled by them. Here is a picture. Chen Yixun and Fan Bing are the walking ads for adiddas. Read the second paragraph and get the answer. 2. What is an advertisement? Who advertises? Why do they advertise? The first para tells us Where the ads can be seen, and this para tells us What is an ads, Who advertises and Why do they advertise. What will the author talk about next? Yes, How. Now, let’s go to Section III to know “How”. Read the para3-7 and get the tasks done. It’s Question 4-5. What is the right order of the following steps? ① deciding what type of adverting techniques to use ② finding out as much as possible about the target group ③ identifying the target group ④ letting the message reach the target audience ⑤ paying the media for displaying the ads Two volunteers go to the blackboard to give your answers. And I want a volunteer to give some comments. Yes, the right order is ③②①⑤④. I think we use one word to summarize each steps. Identification->Investigation->Decision->Payment->Delivery. 4. Why do advertisements often appeal to our hopes and dreams or emotions? To persuade us to do something What do advertisers also consider when choosing suitable media? The cost. Can you find another two words from these two paragrahs with the same meaning? The budget/expense. Read para8-9 and get the answer. 6. Why do governments all over the world pay much for ads on such things as road safety? Because being constantly exposed to advertiseme ... ...
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