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1、Reading1.How does the language used in ads differ from ordinary language?2. How do companies choose names for their products?3. Why do people need advertisement?4. What are the advantages and disadvantages of using a story as an advertisement ?5. What is strange about the phrases “a free gift” and “
2、a added bonus”?Reading1.How does the language used in ads differ from ordinary language?Ad-makers choose words and brand namesvery carefully in order to create a positive image of the product they are promoting. A good ad often uses words to which people attach positive meanings.Reading2. How do com
3、panies choose names for their products?The company will choose the words which can tell the consumer about the advantages of the product or company, as their names. Some companies prefer a well-known words, while others choose names from old stories or legends. There are also companies that invent n
4、ew words for their brand or product name.Reading3. Why do people need advertisement?4. What are the advantages and disadvantages of using a story as an advertisement ?People read advertisements partly for information and partly because they are interesting.A story, which is used as an ad can attract
5、 peoples attention and be very interesting. However, there is a danger in this. Its possible that the reader or viewer will remember the ad but not the name of the product.Reading5. What is strange about the phrases “a free gift” and “a added bonus”?We should think twice when we are offered a “free
6、gift” or an “added bonus”. The strange words want to pull us into a store, even if we really do not need to buy anything on sale.How to create a positive image of the productChoose the words andbrand names A good slogan1 tell the consumer about the advantages of the product 2 choose a funny name3 us
7、e a well-known word4 choose names from old stories5 invent a new word 1 should be catchy2 easy to remember3 convey a message Ads are started with a puzzle or questionAnd presented in a humorous way LANGUAGE POINTSA good ad often uses words to which people attach positive meanings.1）安装）安装，系上，贴上；，系上，贴
8、上；The hospital is attached to the medical college.attach toThe shop assistant attached a price tag to each article.我在自行车上装灯。我在自行车上装灯。她在信封上贴上邮票然后寄出去。她在信封上贴上邮票然后寄出去。I attached a lamp to the bicycle.She attached a stamp to the envelope and mailed it. 2)(使使)附属；附属；常用于被动语态常用于被动语态with the purpose of “以以为目的
9、为目的”表示附带说明的表示附带说明的目的。目的。Todays ads often start with a question with the purpose of attracting the readers attention.for the purpose of “为了为了目的目的”“因因起见起见”；所；所表示的目的性较强。表示的目的性较强。He bought the land for the purpose of building on it.make sense 有有 意义；明智；有道理意义；明智；有道理It makes sense to look after yourself.Th
10、is sentence doesnt make any sense.make sense of 理解；懂；明白理解；懂；明白 （常用于疑问句、否定句）常用于疑问句、否定句）Can you make sense of this article? think twice慎重考虑慎重考虑; 谨慎思考谨慎思考Youve got to think twice before you spend all your money on this house.答应嫁给他之前，你最好认真考虑一下。答应嫁给他之前，你最好认真考虑一下。You may have to think twice before you agree to marry him.
