ad/advert/advertisement (n.) advertise (v.) advertiser (n.) advertising (n.)

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ad/advert/advertisement (n.) advertise (v.) advertiser (n.) advertising (n.)

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Page 1: Ad/advert/advertisement (n.) advertise (v.) advertiser (n.) advertising (n.)

ad/advert/advertisement (n.)

advertise (v.)

advertiser (n.)

advertising (n.)

Page 2: Ad/advert/advertisement (n.) advertise (v.) advertiser (n.) advertising (n.)
Page 3: Ad/advert/advertisement (n.) advertise (v.) advertiser (n.) advertising (n.)
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• World’s drinkable water is running out. stop global warming.

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An advertisement is _________________________________________________________________a message or announcement that informs or influences people.

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How advertising works

Part 1

Part 2

Part 3

Part 4

Para 1

Para 2

Para 8-9

Para 3-7

What is an advert

We are exposed to adverts everywhere

How do advertisers make effective adverts

How effective are adverts

Page 11: Ad/advert/advertisement (n.) advertise (v.) advertiser (n.) advertising (n.)

Part 1 We are exposed to adverts everywhere

on buses and billboardson trains and in train stations,in shop windowsoutside restaurants and on public

notice boardin magazines and newspapersin the middle of TV programmeson the radio and interneton casual garments

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Sentence patterns

We pass by adverts on…We see adverts in…We hear adverts in…and come cross…Even casual garments have brand

names attached to them which turn us into walking adverts.

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Part 3 How do advertisers make effective adverts

identify your targetfind out as much as possible about themfind out how the product would fit into …decide what advertising techniques to use

appeal to your targethope/dream/ emotion/desire/conscience

use a suitable mediumexpense/costappropriate medium

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Para 8 _________________________ ________________ adverts are effective .

Para 9 _________________________ ____________________ adverts are effective .

Part 4 How effective are adverts

When there is a need for the product,

If the target audience is exposed to ads constantly,

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Being constantly ______ to adverts can help to change our opinions over time.Even some of the casual garments we wear have brand name ______ to them.Ads are made by business, … and associations that wish to ______ the public.Some adverts appeal to our conscience or our desire to be ______ citizens.However, it would be no use advertising products on radio if the ad ______ on visual effects.

exposed

attached

inform

worthy

relies

Page 16: Ad/advert/advertisement (n.) advertise (v.) advertiser (n.) advertising (n.)

Being constantly exposed to adverts can help to change our opinions over time.We are exposed to ads everywhere.

• Miners are exposed to risks

• expose one’s skin to the sun

• expose citizens to polluted water

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Even some of the casual garments we wear have brand name attached to them.

which are attached to them

Pollen becomes attached to the animal…James, safely attached to her back, made no sound at all.

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• Ads are made by business, … and associations that wish to inform the public.

• 她通知他们他已经到达。• She informed them of his arrival.• 有事随时通知我。• Keep me informed of/ about what happens.• 见识广的;灵通的• well-informed

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• Some adverts appeal to our conscience or our desire to be worthy citizens.

• A worthy cause

• The film is worthy to be seen twice.

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However, it would be no use advertising products on radio if the ad relies on visual effects.reliable

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• Their money would be wasted if the message didn’t _______ its target audience.

• As well as _______ the right audience with the right technique, advertisers must also place their ads in the right medium.

• Because most cars have radios, ads broadcast via radio can _______ a lot of drivers easily.

• Cable TV reaches a huge audience.• The news reached us in Lahore.• The number of people who were killed or injured reached

more than 4000000.

reach

reaching

reach

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Use the words in the text to take the

place of the words in red.1. This shop sells clothes of all kinds.

2. Advertisements are everywhere in our

daily lives.

3. The teacher told us that the school would

be closed for one day next week.

garments

adverts/ads

informed

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4. We have a desire to become respectable

citizens.

5. Only big companies can afford television ads.

6. What is the cost of putting an ad on the

Internet?

7. Most shampoo products depend on an ad

with good visual effects.

worthy

corporations

expense

rely

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1.暴露在2.路过3.偶遇4.便装5.附着6.变成7.移动广告8.避免9.告知10.打算11.有道理;说的

12.吸引13.好恶14.适应15.吸引注意力16.起作用17.另一方面18.适合19.… 没用20.依靠21.不可能22.用不到

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1.be exposed to2.pass by3.come across4.casual garments5.attach…to6.turn…into7.walking ad8.avoid doing sth9.inform sb of sth10.intend to11.make sense

1.暴露在2.路过3.偶遇4.便装5.附着6.变成7.移动广告8.避免9.告知10.打算11.有道理;

说的通

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12.appeal to13.likes and dislikes14.fit into15.grab the attention16.play a part17.on the other hand18.be appropriate for19.it is no use doing20.rely on21.be unlikely to22.have no use for

12.吸引13.好恶14.适应15.吸引注意力16.起作用17.另一方面18.适合19.… 没用20.依靠21.不可能22.用不到

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• reach (COMMUNICATE)   Show phoneticsverb 1 [T] to communicate with someone in a different place, especially by telephone or post:The only way to reach them in the place where they're staying is by mail.I've been trying to reach you on the phone all day.

2 to understand and communicate with someone:He's a strange child and his teachers find it difficult to reach him.

8 be seen/heard• [transitive] if a message, television programme etc reaches a lot of pe

ople, they hear it or see it: 9 information• [transitive] if information reaches you, you hear about it: The news re

ached us in Lahore.• the number of people who were killed or injured reached more than 400000

0.

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• What you say makes no sense. (have an understandable meaning)• It doesn’t make sense to buy that expensive coat (be sensible)• This passage doesn't make (any) sense (= the meaning is not clear).

• It would make sense to leave early• Can you make sense of his poem? (understand)• 5 make sense• a) to have a clear meaning and be easy to understand: Read this and tell

me if it makes sense.• b) to be a sensible thing to do • it makes sense (for somebody) to do something • It makes sense to save money while you can.• Would it make sense for the city authorities to further restrict parking?• c) if something makes sense, there seems to be a good reason or

explanation for it: • Why did she do a thing like that? It doesn't seem to make sense.• 6 • make (some) sense of something• to understand something, especially something difficult or complicated: • Can you make any sense of this article?

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• Fit in with sb/sth• fit in • phrasal verb• 1 if someone fits in, they are accepted by the other people in a group: I never really fitted i

n at school.• fit in with • I wasn't sure if she would fit in with my friends.• 2 • fit something/somebody ↔ in• to manage to do something or see someone, even though you have a lot of other things to

do [= squeeze something/somebody ↔ in]: • The doctor said he can fit me in at 4:30.• I wanted to fit in a swim before breakfast.• 3 if something fits in with other things, it is similar to them or goes well with them: • I don't know quite how this new course will fit in.• fit in with • A new building must fit in with its surroundings.• You can't expect a baby to fit in with your existing routine.• fit into something • phrasal verb• 1 to be part of a group or system: • Some of the patients we see do not fit neatly into any of the existing categories.• How does this fit into the company's overall marketing strategy?• 2 to be accepted by the people in a group or organization: • She fitted into the team very well.

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• feature   Show phoneticsverb [I + adverb or preposition; T] SLIGHTLY FORMAL to include someone or something as an important part:The film features James Dean as a disaffected teenager.This week's broadcast features a report on victims of domestic violence.It's an Australian company whose logo features a red kangaroo.

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• subsequent   Show phoneticsadjectivehappening after something else:The book discusses his illness and subsequent resignation from the government.Those explosions must have been subsequent to our departure, because we didn't hear anything.

subsequently   Show phoneticsadverbIn 1982 he was arrested and subsequently convicted on drug trafficking charges.sub se quent ly‧ ‧ ‧ W3 formal

• after an event in the past: • The book was subsequently translated into 15 languages.• Subsequently, the company filed for bankruptcy.

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1.come across 偶然遇到 have sth. attached to 被附在 with sth. filling our daily lives,…it’s importan

t to

2.inform sb. of sth. 通知3. The message reaches its target audience

目标群体 it make sense to do sth. 干…有意义 fit into 适应 form the basis for decisions 构成决策基

础4. Appeal to your target 迎合你的目标

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5. Feature rich and famous people 以…为特色 grab the attention 抓住注意力 worthy citizens 有价值的市民6.a corporation with a big budget

有大笔经费的公司7.goods and services relating to cars

与车相关的货物和服务 generate emotional responses to a product

激起人们对某种产品产生情感反应8. Be constantly exposed to 经常处于包围之中 subsequently 从而

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1. Complete the summary of the

reading passage using words from

the text.

educate; appeal; target; budget;

media; expense.

Answers:

P45. Learning about language

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2. Complete the sentences using words

from the box in their proper forms.

1) casual 2) basis

3) attach 4) worthy

5) association 6) corporation

7) refresh 8) conscience

9) garment 10) inform

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3. Complete the sentences with the

correct preposition.

1) We are exposed __ hundreds of

different advertisements every day.

2) She is a remarkable woman who is

worthy __ your admiration.

to

of

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3) If you keep copying everything she

does, you’ll turn ____ her one day.

4) The police appealed __ the public

for any information about the

Murder.

into

to

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5) You cannot rely __ him to arrive on

time because he is always late for

meetings.

6) You’ll soon fit ____ your new job

and start enjoying yourself.

7) Please attach this label __ your

suitcase.

on

into

to

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How effective are ads?

1) When there is a need for the

product.

2) If the target audience is exposed to

ads constantly.

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Second reading

Read the text to find out the answers to the following 5 questions1. Who advertises?

2. Why do they advertise? 3. Where do they advertise?

4. How do they decide where to advertise?

5. Does advertising work?

Business, individuals, organizations and associations

They want to sell something or to inform or educate the public.

On TV and radio, in magazines and newspapers (on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places.)

They consider their budget and what medium is most likely to be seen or heard by the target consumer.

Yes and No. People are more usually persuaded by ads to buy things they have no use for. However, people do change their opinions over time.

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Step 5. Consolidation Work out the following form so that you can retell the text

  Main idea of each paragraph

Paragraph 1 Advertisements are everywhere and so it is important to understand how advertisements work to avoid being controlled.

Paragraph 2 What is an advertisement?

Paragraph 3 How do advertisers make effective advertisements?

①Identify your target

②Appeal to your target

③Use a suitable medium

Paragraph 6 How effective are advertisements?

①Even a good advertisement cannot persuade people who are not interested or have no use for.②Being constantly exposed to advertisements can change people’s opinions over time

 

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• Inform sb of/ about• in form‧ S2W2 [transitive] formal• 1 to officially tell someone about something or giv

e them information • inform somebody about/of something • Please inform us of any change of address as so

on as possible.• inform somebody (that) • We regret to inform you that your application has

been rejected.• They decided to inform the police.• Please keep me fully informed of any developm

ents.

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• Expose one’s skin to the sun• Potatoes turn green when exposed to light.• When he smile she exposes a set of perfect white teeth.• dangerous• to put someone in a situation where they are not prot

ected from something dangerous or unpleasant expose somebody to something miners were exposed to risks

• ordinary people exposed to cholera• the water companies wee instructed not to expose p

eople to pulluted water anymore

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• A casual meeting/visit (happening by chance)• A casual remark 漫不经心的话 (made without m

uch thought)• A casual attitude (irresponsible)• Casual wear (not formal)• A casual labourer (not permanent)• casual (NOT INTERESTED) • casual (TEMPORARY) • casual (CHANCE) • casual (INFORMAL)

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• Attach a recent photograph to your application form

• In Britain, packets of cigarettes come with a government health warning attached to them (= on them).

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• turn (somebody/something) into something • phrasal verb• 1 to become something different, or to make someone or something

do this: The sofa turns into a bed.• A few weeks later, winter had turned into spring.• Hollywood discovered her and turned her into a star.• 2 to change by magic from one thing into another, or to make

something do this: • In a flash, the prince turned into a frog.• The witch had turned them all into stone.• 3 • days turned into weeks/months turned into years etc• used to say that time passed slowly while you waited for something

to happen: • Weeks turned into months, and still there was no letter.

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4. inform = tell 通知 inform sb. (of/about sth.)①她通知他们他已经到达。

She informed them of his arrival. inform (that clause)②他们得到了儿子阵亡的通知。

They were informed that their son was killed in battle.be well informed about sth. 精通某事;对某事消息灵通

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6. appeal to sb.

有吸引力,有感染力,引起兴趣①想到要在雨中久等使人扫兴。

The prospect of a long wait in the rain

did not appeal.

②设计得要雅俗共赏,老幼皆宜。The design has to appeal to all ages an

d social groups.

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7. worthy观察下列句子中 worthy 的用法 :His behavior is worthy of being praised.他的行为是值得表扬的。The film is worthy to be seen twice. 这部电影值得看两遍。[ 点拨 ]worthy 为形容词,意为“有价值的,值得的”。[ 联想 ]worth 常作形容词,“有某种价值的,值得的”; worthwhile 形容词,“值得花时间、金钱或精力的”。

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[ 拓展 ] be worthy of sth. 值得(应得)某事(物);be worthy to do 值得 ( 配得上 ) 干某事;be worthy of being done 值得被做某事;be worthy to be done 值得被做某事。 同义词 worth 的常用结构是 be worth doing sth. 或 be worth sth.; 而 worthwhile可以作定语。如: a worthwhile job 值得做的工作

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翻译下列句子。1. They will prove worthy of the Party’s t

rust.

2. He is worthy to have a place in the tea

m.

他们不会辜负党对他们的信任。

他配得上成为该队的队员。