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课件网) Book 9 Unit 5 Using Language Keeping Advertisers Honest Play a game What is an advertisement? An advertisement is an announcement in newspaper, on television, or on a poster about something such as a product, event, or job. Just do it! Hello, 未来. The taste is great. Lead in The places where we can see advertisements in newspapers in shops in train stations on TV plays in magazines on buses Pre-reading Have you ever seen the following advertisement on eye drops （眼药水）in 2017? ●Do you know that it is a dishonest advertisement? Can the snickers（士力架）really strengthen your body in a short time? Reading An advertisement may not be in accord with what it says. So, what can be done to stop dishonest advertising? Keeping Advertisers Honest Reading Task Skimming: skim the passage and find out the ways to keep advertisers honest 4 advertising control ways The law Advertising organizations Complains organization Consumers Reading Task -- scanning Match each way with their functions a. a correct complaint can make the company stop using the offending ad. b. is also responsible for checking the product before buying. c. can prevent advertisers doing the wrong thing. d. make rules that are called a code of ethics for everyone in the organization to follow. 1. The laws ____ 2. Advertising organization ____ 3. Complaints organizations ____ 4. The consumer ____ a c d b Reading Task -- Careful reading Solution one -- the law On Oct. 26, 2018, the latest revision of People’s Republic of China Advertising Law came out. Reading Task -- Careful reading Solution one -- the law Question: What is the function of advertising laws? The laws can prevent advertisers doing the wrong thing. They can forbid ads being shown at inappropriate times or in unsuitable places. The laws can also help prevent advertisers making false statements about their products or from promoting immoral or harmful behavior. Solution two -- advertising organizations For example: China Advertising Association（中国广告协会） Solution two -- advertising organizations Which is right about a code of ethics? ( ) A. They are rules for every advertiser to follow. B . Advertisers must not be untruthful or misleading . C . Advertisers can say bad things about other people’s products . D. If well-known people are used in advertisements , they can be dishonest . B If you see an advertisement that you believe is wrong, do you know where you can complain? Call 12315 Go to China Consumers Association (消费者协会) Go to Administration of Industry and Commerce (工商管理局) Solution three -- complains organizations Solution three -- complains organizations Guess word meaning “... Make the company stop using the offending advertisement.” The word “offending” is closest in meaning to _____ . ( ) A. unpleasant B. different C. illegal D. fantastic A Solution four -- the consumer Question: Why do consumers need to be educated about technique ... ...
