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1、Beware of ads!,Unit Four,Objectives,Identifying the Associative Meaning of Ads,2. Asking for Clarification and Clarifying,Lead In,Guess what is being advertised in the following short films? Work in groups and discuss your guesses and reasons for your guesses.,Click the pictures to play,Click the pi
2、ctures to play,Knowledge Tip,Four Main Types of TV Commercials,1. Expository,Presenter, expert,Happy user,Voice-over,Knowledge Tip,Narrative:,Before/after,Mini-drama clip,Symbolic:,Product compared to something else,Product completely replaced by its metaphor,Playing on words/pictures,Knowledge Tip,
3、Impact advertising:,Surprising the audience,Shocking the audience,Amusing the audience,Adapted from Lancien, Thierry (1986), Le document vido, Paris: Cl International. (pages 103-116- in French),Knowledge Tip,Typical TV Commercial Styles,Matching,Group Work,Work in groups. Match the slogans with the
4、 product or company.,Group Work,No more tears.,All the news that fit to print.,Dont leave home without it.,Just do it.,Have it your way.,Its the real thing. The pause that refreshes.,Something special in the air.,New York Times,American Express Credit Card美国运通信用卡,Burger King汉堡王,Johnsons Baby Shampoo
5、,Nike,American Airlines,Coca-Cola,Group Work,Intel Inside.,You deserve a break today. / Im lovin it.,We do chicken right.,Because youre worth it.,Where do you want to go today?,Let your fingers do the walking.,Yellow Pages,McDonalds,Intel,Kentucky Fried Chicken,Microsoft,LOral欧莱雅,(http:/ at the guid
6、elines for creating TV adverts. Try to rank them in order of importance. There is no model answer, but you should try to reach a consensus.,Early product identification:,the product is introduced early in the advertisement,Discussion,High repetition:,the product name is repeated frequently throughou
7、t the advertisement,Novelty:,something about the advert attracts you because its new and different,Discussion,Visual and semantic image:,the advert uses both language and visual impact to convey the message and encourage you to buy the product,Music association:,the background music reinforces and c
8、omplements the products image,Discussion,Humour:,The advertisement makes you laugh,Group Work,Which is the best?,Watch the following TV commercials about cars. Tick the box if the guideline (in the first exercise) is satisfied by the advert. Compare them and decide which one is the best.,Group Work,
9、Car 1,Car 2,Car 3,Car 4,Car 5,Group Work,What makes an effective slogan?,Slogan Writing,Advertising slogans often play a large part in the interplay between rival companies. An effective slogan usually:,states the main benefits of the product or brand for the potential user or buyer,implies a distin
10、ction between it and other firms productsof course, within the usual legal constraints,Slogan Writing,makes a simple, direct, concise, crisp, and apt statement,is often witty, if it is required as not all advertising slogans are meant to be witty,Slogan Writing,adopts a distinct “personality“ of its
11、 own,gives a credible impression of a brand or product,makes the consumer feel “good“,makes the consumer feel a desire or need,Slogan Writing,is hard to forgetit adheres to ones memory (whether one likes it or not), especially if it is accompanied by mnemonic devices, such as jingles, ditties, pictu
12、res or film sequences on televised commercials.,Work in pairs, try to write an advertising slogan for the following products:,Slogan Writing,mobile phone, laptop, car, cosmetics, perfumes, college,References,How are you? / Connecting people.,Slogan Writing,Mobile phone:,Laptop:,Think different. / Wh
13、ere do you want to go today?,Car:,Everything we do is driven by you.,(http:/ advertisements play a positive or negative role in our society?,Debate,a. Divide yourself in two parts: the pros and the cons.,Debate,b. Give 10 to 15 minutes to students to prepare.,c. In Each side, one student is chosen t
14、o be responsible for the whole process. This student should organize the discussion and summarize some reasons to support his/her side. S/he should also assign some students to give the first presentation of his/her groups point, to participate in the free debate, to give the final statement.,Debate
15、,d. One student is chosen to host the debate.,Debate,e. Then the debate begins after 10 to 15 minutes preparations.,Step 1: 1 minutes presentation of each sides point. Step 2: 8-10 minutes free debate, which begins with the cons questioning. Step 3: 1 minutes final statement for each side.,Debate,f.
16、 You should vote in the best debater in the debate and some of you should comment on the whole debate.,Debate,References,Daily life needs advertisements because the main function of advertising is to disseminate information on commodities, services, culture, employment, student enrollment and even marriage.,Debate,Pros:,Advert
