UNIT4Unit4Advertising任何理解廣告中的人情味？第一頁，共十四頁。GoaloftheUnitAdsareeverywhere,what’sthepointofadvertising?Thegrammarfocus:SubjunctivemoodII第二頁，共十四頁。Objectives

Attheendofthisunit,thestudentswillbeableto:(1)describethethreewaysinwhichadvertisingshedsinfluenceonthepeople;(2)suggestseveralmethodsofadvertisingchangingpeople’spurchasingmotivations;(3)argueforanideainaproblem-solution-evaluationway.第三頁，共十四頁。WhatisinthisunitLanguagepoints:display,ruins,eye-catching,theMiddleAges,role,advance,mailorder,mail-orderhouses,inplace,crisscross,cometodosomething,conveysomethingtosomebodyWritingskill:developmentbyexample第四頁，共十四頁。China'sadvertisingHowtoeffectpeople’slifeinapositiveway?Wecanseeadvertisementseverywhere,inasense,manyofusareinadilemma,thatis,whycan’tweescapethosedisturbingnuisances?Encouragestudentstogivesomeexamplesofpositiveadvertisementandanalyzetheiradvantages.第五頁，共十四頁。1.displaye.g.Mysoniseagertogetthemodelcarondisplayinthatstore.2.RuinsNobodycanrecognizehishomeintheruinsofbombedbuildings.3.Eye-catchingSuchacharmingladyisofcourseeye-catchingisthisvillage.4.ThemiddleagesTheperiodinEuropeanhistorybetweenabout1100ADand1500AD(orsometimes,inawidersense,between500ADand1500AD)5.RoleWhatroledoesheplayinthecompany?6.AdvanceThereisagreatadvanceincomputertechnology.7.InplaceThenewregulationsareinplacenow.第六頁，共十四頁。Cometodosomething:tobegintodosomethingasaresultoftimeorexperiences.Conveysomethingtosomebody:Tomakeideas,feelingsknowntoanotherperson.Lookatthefollowingpicturetodiscussitsadvertisingstrategiesandtrytotellwhatapeoplecangetfromit.第七頁，共十四頁。虛擬語氣11）虛擬語氣用來表示說話人的主觀愿望或假想，所說的是一個條件，不一定是事實，或與事實相反。虛擬語氣在條件句中應(yīng)用比較多。22）條件句可分為兩類，一類為真實條件句，一類為非真實條件句。非真實條件句表示的是假設(shè)的或?qū)嶋H可能性不大的情況，故采用虛擬語氣。真實條件句用于陳述語氣，假設(shè)的情況有可能發(fā)生。各種結(jié)構(gòu)參見下表：句型條件從句主句一般現(xiàn)在時shall/will+動詞原形祈使句情態(tài)動詞一般現(xiàn)在時第八頁，共十四頁。DevelopmentofAdvertisingTimeFactsInancienttimesAnoutdoordisplaywasusedIntheMiddleAges“TownCriers”werepaidtoshoutthepraisesofthemerchants’goodsAfter1445Printedadvertisingstartedtoplayabigrole.Handoutswereused.Intheearly1870sThefirstAmericanmail-housesappearedsothatmanufacturerscouldreachtheconsumerdirectlythroughcatalogues.Inthe18802Manymanufacturesbegantoadvertisetheirproducts.Inthe1910sFirmsbegantomarkettheirpackagedgoodsunderbrandnames.Inthe1920sRadiowasusedforadvertising.Inthe1950sTelevisionappearedanddevelopedfasttobeoneofthemostpopularadvertisingmedia.第九頁，共十四頁。Sentencemodelsnot(that)….but(that)….不是…而是….Mostofthesefirmsweremanufacturedofoffood,soap,cosmeticsandautomobiles,

notpatentmedicinemanufacturers.原文是強調(diào)“都是….而不是…”____Mostofthesefirmswerenotpatentmedicinemanufacturersbutmanufacturersoffood,soap,cosmeticsandautomobiles.改變后的句子強調(diào)“不是…而是….”2.AnounisusedasaverbIntermsofvolumeandtechnique,advertisingadvancedgreatlyintheUnitedStatesofAmerica.___Intermsofvolumeandtechnique,advertisingmadeitsgreatadvancesintheUnitedStatesofAmerica.我們曾經(jīng)學過類似的用法，如：Look—havealook,takealook;RidetakearidedotheEx.4onthepage44.第十頁，共十四頁。Inabooknamed<<TheBigLie—thetruthaboutadvertising>>,theauthorgivesthefollowingfactorswhichplaygreatrolesintheadvertising.Theyare:1..Effectiveness（效果）

2.Influence（影響）3

Measurement（措施））4Branding（品牌）

5.Creativity（創(chuàng)造力）

6

Irrationality（不和情理）

7Hyperbole（夸張）

8

Attention（引人注意）

9

Involvement（涉及其中）10

Emotion（情感）11

Humor（幽默）12

Visualization（直觀）13

Demonstration（展示）14

Endorsement（認可，備注）15

Negativity（負面因素）16

Tone（語氣）17Style（風格）

18

Deconstruction（解析）19

Fashion（時尚）20

Tobacco（煙草）21.Corporate（組織、社團）22

Banking（銀行）

23

Politics（政治政策）24

Admen（廣告制作人）25

Unreality（非顯示性）26

Commonweal（公共福利）27Morality（道德）

28

Behavior（行為方式）29

Technology（技術(shù)含量）30

Internet（因特網(wǎng)絡(luò)）31Future（將來）Thefollowingisthedetailsaboutthesefactors,readitanddiscuss.第十一頁，共十四頁。LISTENINGPRACTICE

第十二頁，共十四頁。Assignthestudentstodotheexercisesafterschoolandaccentuatetheexemplificationinwriting.Actually,thetextitselfisagoodexample.Encouragethestudentstosumupthetextandtrytodotheretellingiftimeallowed.Listeningclassshouldfocusonthesentencestructuresandpracticethedialogueinthesimilarsituations.

Thequizaftertheunit