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1、Unit 5 Inside Advertising,KEEPING ADVERTISERS HONEST,Using language,Step 1 Listening Do the listening practice on Page 47,Pre-Listening questions 1.What service businesses often advertise over the radio? 2. What points are important to consider when making a radio commercial?,While- Listening,Post-L
2、istening Exercises 1. What are your opinions about these questions? 2. What elements make a radio commercial really great? 3. How would you rank this radio commercial on a scale from 1 - 10 based on the points in the first question? 4. How does radio advertising differ from other forms of media incl
3、uding television, newspapers, billboards, and magazines?,Step 2 Reading Read the passage and help the students to understand the passage by answering the questions:,1. In what four ways can consumers be protected from false, misleading or unethical advertising?,By making laws; to form advertising or
4、ganizations to follow the rules; government organizations to examine complaints about ads; the consumers are responsible for checking the product before buying,2. Would you complain about any of the advertisements in this passage? Why?,The two ads on p.49 have misleading information. They exaggerate
5、 the usefulness of the products. The tea ad tries to persuade people to buy it because it claims to reduce weight. The shoe ad implies that if people dont wear their product, they will be a loser.,3. Why do some schools teach their students about advertising? What is your opinion of this idea?,Some
6、schools teach their students about advertising by training their students to have better understanding of advertisements. Young people are the main target of many ads. Such students will have a better judgment of various ads in life.,4. Do you know if China has an organization to which citizens can
7、complain if they see an advertisement they believe is wrong? If you dont know, how can you find out?,If we see an ad on TV or radio we believe is wrong in China, we can complain to Provincial Administration for radio, film and Television or to State Administration for radio, film and Television. We
8、can also call or send an email to the following address to complain,Step 3 Writing 假设你是一位刚刚大学毕业的广告专业的求职学生，正接受 面试，考官要你口头描述广告的定义以及如何制作有效广告。 现在请你按照上面提示为他写一则约120字的短文。,A possible version: An advertisement is a message or announcement that informs or influences people. It can use words, pictures, music o
9、r film to communicate its message. First, advertisers always try to make their message reach its target audience. In other words, they have to identify their target group so that they can find out their likes and dislikes and form the basis for decisions about what type of advertising techniques to
10、use with this group. Second, advertisements often appeal to peoples hopes and dreams or emotions in order to persuade people to do something. For example, a special color or shape may excite the consumers to encourage them to buy it without hesitation. Third, advertisers usually use words, pictures,
11、 music or film to communicate its message. As well as worrying about the expense, advertisers must also consider which media are most appropriate for their product and which their target audience is most likely to see or hear. The most important, I think, is that advertisers should meet the consumer
12、s needs and interests.,Write an Advertisement Go to page 48. You are starting a new business, such as lawn-mowing, pet-walking, or baby-sitting. How are you going to get clients? By advertising! Write an advertisement that will make people want to use your service. Try to use words from your spellin
13、g lesson in your advertisement.,Be friendly, persuasive, and specific. Instead of writing “I have experience baby-sitting children of different ages,“ write “I have been baby-sitting children from the ages of 1-8 for the last two years.“ Tell potential clients why you are qualified for the job. Did you take a baby-sitting class? If you are going to care for pet, have you volunteered at an animal shelter? Customers need to know why they should hire you.,Thank you!,
