How advertising works

We are exposed to ads in our daily life.

1) What kind of ads can we find?

2) Where do ads appear?

3) Why we need to understand how

advertising works?

Introduction

What is an ad?

1) Definition (a message or

announcement that intends to inform

or influence people)

2) Means (words, pictures, music,

film…)

3) Advertisers (business, individuals,

organizations, associations)

How do advertisers make effective ads?

1) Identify the target (find out

necessary information about this

group)

2) Appeal to the target (hopes, dreams,

emotions, desires…)

3) Use a suitable medium

(cost, media)

How effective are ads?

1) When there is a need for the

product.

2) If the target audience is exposed to

ads constantly.

Language points

Para1. come across 偶然遇见 ; 偶然发现。 我无意中在一本书的封面上看到他的

名字。 I came across his name on the cover of a book.

我刚才偶然碰到你的一个老同学。 I’ve just come across one of your former classmates.

表示“见到；碰到”的词组：run into

bump into

Para3. fit (in) into 放进去 ; 安排时间 ; 相处融洽 ; 适应环境。

A cork fits into the neck of a bottle. 木塞塞进了瓶口。

He fitted the photo into the frame. 他把照片放入了镜框。

I hope the hairdresser can fit me in t

oday.

我希望理发师今天能腾出时间给我理发。How do you fit in in the new compan

y? 你在新公司与人相处得好么？

Para4. appeal to 投合……心意 ; 引起……兴趣。

Creative work, such as advertisement de

sign, appeals to me.

创造性的工作 , 比如广告设计很吸引我。 This exercise appeals strongly to the ima

gination. 这个练习可以有力地激发想象力。

Teaching as a career ___ to many people

because of the long holidays.

A. attracts B. calls

C. appeals D. pulls

C

Para5. worthy (-thier, -thiest) 值得…的

a worthy champion/winner

当之无愧的冠军 / 获胜者 He is worthy of our praise.

他值得我们表扬。

be worth sth./ doing sth. 值得be worthy of being done/to be done

值得被做be worthy of sb./sth. 值得 ; 配be worthwhile doing/to do sth. 值得做

1). –Is that book worth ____?

–Yes, it is worthy ____twice.

A. reading; being read

B. to read; to be read

C. of being read; reading

D. reading;

of being read

D

2). Her achievements are ______ of

high praise.

3). It is not __________quarreling

with him.

worthy

worthwhile

Para9. over time 随着时间的推移 The pain of this failure will disappe

ar over time. 随着时间的推移 , 失败的伤痛也会逐渐消失。

At first his parents didn’t like his girl

friend, but their opinion has been ch

anged over time.

起初他的父母不喜欢他的女朋友，但随着时间的流逝他们的看法渐渐发生了变化。

overtime ( 副词 ), 规定时间之外地 ;

超时地He’s been working overtime recently.

他最近老是加班。

1. Complete the summary of the

reading passage using words from

the text.

educate; appeal; target; budget;

media; expense.

Answers:P45. Learning about language

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

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

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

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

Make up an advertisement for a

product (including a slogan, the

spokesman/ spokeswoman and the

whole procedure.)

Homework