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1、.,How advertising works,.,Lets enjoy two advertisements!,.,1. Do you like McDonalds better than KFC because of the advertisement?,Advertisements WHERE?,On billboards,On buses,On TV,On the radio,In train stations,In newspapers,In magazines,At the cinema,At the airport,Everywhere,.,Compare advertiseme
2、nts,Compare the two advertisements, which one is easier for you to remember? Why?,.,Obey your thirst.,Things go better with Coca-Cola.,Take time to indulge.尽情享受吧！,The new digital era 数码新时代,.,Understanding the advertisements on page 42.,Water A. What is the most common name for H2O? Why did they call
3、 it H2O? Water. Because it rhymes with “slow”.,.,B. What is the purpose of this advertisement? To encourage people to use water wisely and to save water where they can.,A. What group of people is the advertisement made for? Young people who like sports, the latest fashions and like to be part of a g
4、roup.,2. Super Shooze,B. What message does the advertisement give? If you wear our shoes youll have an exciting life, and be popular and have fun.,C. Do you think the message is true? Give reasons. No, because just wearing a certain brand of shoes wont make you exciting, popular or have funit takes
5、much more effort than that.,A. Why are the first two lines written bigger than the rest of the advertisement? These lines appear bigger so that they are the first thing people notice about the ad.,3. Refresh water,B. The advertisement says that when you buy two, they will give you two more at no ext
6、ra cost. Does this mean the advertiser will lose money on the sale?,.,No, the advertiser will have worked out a price that will still give him a profit even if he is giving away two bottles free. The advertiser also benefits by selling more bottles than he would have if he hadnt offered the free bot
7、tles.,C. Why do advertisers often use the “Buy one get one free” message? People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.,A. What does this advertisement encourage you to think? It encourages us to
8、think of the sky, air and our environment and about how the environment is being spoiled.,4. Environment,B. What do you think causes air pollution? Human beings cause air pollution by burning fossil fuels, such as gas, oil, coal, etc by using some modern machines, transportation vehicles and also by
9、 manufacturing modern products.,C. How else can advertisers make people more aware of our fragile environment? Tell people more and help them to be more aware of the importance of protecting our environment.,5. “Speeding” and “How fast am I going”? A. Both of these advertisements have the same purpo
10、se. What do both ads want people to do? They want people to stop speeding.,B. Both ads target a certain group of people. Who are they? Drivers. C. If you were a driver, which advertisement would have most effect on you? Why? Students give their own answers.,.,HOW ADVERTING WORKS,.,Scan the headings
11、of each section and get a general understanding of the text.,Scanning,.,Introduction,What is an advertisement?,How do advertisers make effective advertisements?,How effective are advertisements?,Sum up the main idea of each section.,.,Read the text carefully and try to answer the following questions
12、: 1. Who advertises? 2. Why do they advertise? 3. Where do they advertise? 4. How do they decide where to advertise? 5. Does advertising work?,Detail reading,.,Who advertises? Businesses, individuals, organizations and associations. 2. Why do they advertise? They want to sell something or to inform
13、or educate the public.,.,3. Where do they advertise? On TV and radio, in magazines and newspapers (also on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places).,.,4. How do they decide where to advertise? They consider their budget and what med
14、ium is most likely to be seen or heard by the target consumer. Does advertising work? Yes and no. People are not usually persuaded by ads to buy things they have no use for. However, ads do change peoples opinions over time.,.,Read the text carefully and fill in the blanks with proper words.,message
15、 or announcement,.,identify the target group,forms the basis,.,persuade,.,place their ads in the right medium,.,are unlikely to,being constantly exposed,.,What is an ad?,1) Definition (a message or announcement that intends to inform or influence people) 2) Means (words, pictures, music, film) 3) Ad
16、vertisers (business, individuals, organizations, associations),Conclusion,.,How do advertisers make effective ads?,1) Identify the target (find out necessary information about this group) 2) Appeal to the target (hopes, dreams, emotions, desires) 3) Use a suitable medium (cost, media),.,How effective are ads?,When there is a need for the product. 2) If the target audience is exposed to ads constantly.,.,1. In pairs, discuss the questions in Ex 2 on P
