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1、Reading Advertising,Advertising,Enjoy some advertisements,Good to the last drop 滴滴香浓，意犹未尽。 （麦斯威尔咖啡）,Obey your thirst 服从你的渴望。 （雪碧）,To me, the past is black and white， but the future is always color。对我而言，过去平淡无奇；而未来，却多姿多彩（轩尼诗酒）,Just do it. 只管去做。 （耐克运动鞋）,Start Ahead.,The lady wants hearts and diamonds.,
2、Ask for more.,渴望无限,Feel the new space.,感受新境界,Lets make things better.,Pre-reading,Advantages and disadvantages of ads.,increase product sales,Disadvantages,Advantages,reduce prices,help consumers choose among all the available products,allow customers to compare prices and quality,make people aware
3、of social problems,give faulse or incorrect information,provide information about latest products,mislead customers or cheat them of money ,Skimming,Listen to the tape and find the main idea of each paragraph.,Ads are found almost everywhere.,People react to advertisements in different ways.,The bas
4、ic principle of advertisements is to influence customers choices.,Ads help companies and customers in a variety of ways.,The most important function of advertising is to introduce new products.,Governments and other organizations use ads to make people aware of government policies and social problem
5、s.,Customers should be careful of illegal ads.,Customers should learn to protect themselves from false ads and make smart choices.,Do some “True” or “False” exercises: 1.People react to advertisements in different ways. ( ) 2.The basic principle of advertising is fairly difficult. ( ) 3.Since an inc
6、rease in sales means an increase in production, the price may be increased, too. ( ) 4.Truthful ads provide good information that helps customers to decide whether they want or need the advertised product. ( ),5.Perhaps the most important function of advertising is to increase a companys profits. (
7、) 6.By using the techniques developed by the advertising industry, governments and other non-profit organizations can spread knowledge, change attitudes and improve society. ( ) 7.All ads are not used to promote a product or to increase a companys profits. ( ),1.People react to advertisements in dif
8、ferent ways. ( ) 2.The basic principle of advertising is fairly difficult. ( ) 3.Since an increase in sales means an increase in production, the price may be increased, too. ( ) 4.Truthful ads provide good information that helps customers to decide whether they want or need the advertised product. (
9、 ),T,F,T,F,5.Perhaps the most important function of advertising is to increase a companys profits. ( ) 6.By using the techniques developed by the advertising industry, governments and other non-profit organizations can spread knowledge, change attitudes and improve society. ( ) 7.All ads are not use
10、d to promote a product or to increase a companys profits. ( ),F,T,T,Questions,Where can people advertise? 2.Why do some people find ads very annoying? 3. What is the basic principle behindads? How does advertising help consumers and companies? 5.What are “bait-and-switch” ads? 6. How can we be smart
11、 customers?,1. Where can people advertise?,Ads are broadcast on TV and over the radio, posted on the Internet and printed in newspapers and on posters in our cities.,2.Why do some people find ads very annoying?,Because they accuse companies of using ads to mislead us by giving false information.,3.
12、What is the basic principle behind ads?,By introducing a brand name to potential customers and by associating the product with the customers needs, companies are able to influence the choices customers make.,4. How does advertising help consumers and companies?,For companies, frequent advertising ca
13、n increases product sales. They can also help companies introduce their new products. For customers, ads may help reduce the price and they can also help them make the best choices.,5. What are “bait-and-switch” ads?,“Bait-and-switch” ads means that the customer is shown one product (the bait) and t
14、hen given another.,6.How can we be smart customers?,We can be smart buyers if we can distinguish between fiction and facts and protect ourselves from false ads.,Advertising is a highly _ industry. It has gone _with radio, television and other media.However, people _ to ads in different ways. Defende
15、rs think ads are useful and helpful and help consumers make informed choices. But critics _ companies of using ads to mislead us. Advertising _ customers choices by introducing a brand name and _ products with customers needs. There are so many ads for customers, so advertisers try to get their mess
16、age _ by _ to their emotions.,Cloze Test,developed,hand in hand,react,accuse,influences,associating,across,appealing,Ads help companies and customers in a_of ways. They can help companies_ sales and _ the prices. Meanwhile, they help customers choose among all the available products. In fact, truthf
17、ul ads provide good _, and help customers compare features, functions and costs. Some governments name their spokesman or spokeswoman to make people _ of their social problems and policies. Customers should protect themselves by keeping an _ out for bad ads, _ between fiction and facts and making good choices.,
