Lesson3TheAdvertisingGameUNIT6THEMEDIABytheendofthisperiod,youwillbeableto:readandtalkabouttheadvertisinggame;readforgeneralunderstandingandspecificinformationofthepassage;completeasummaryofthetext.CONTENTSPre-readingIWhile-readingIIPost-readingIIISentencesanalysisIVPre-readingtheproductname thenameofacompany wordsofexpertshumorouslanguage theconceptoffreedom picturesorimagestheunusualidea thedesignHaveyoueverboughtanythingasaresultofseeing,hearingorreadingadvertisements?Whatmakesanadvertisementattractive?Activity1

Fast-readingformainideas1．Skimthroughthepassage.Whatisitmainlyabout?A．Differenttypesofadvertisements.B．Thedevelopmentofadvertisements.C．Differentattitudestowardsadvertisements.While-reading√2．Underlinethemainideaofeachparagraphonthebookandthenmatchthesummarizedideawitheachparagraph.Para.1

A．classicadsPara.2 B．purposeofadsPara.3 C．publicadsPara.4 D．modernadsPara.5 E．improvedmodernadsPara.6 F．furtherimprovedmodernadsActivity2

Careful-readingfordetailsⅠ.Readpara.1andanswerthefollowingquestion.Whatisthefundamentalpurposeofadvertisements?Thefundamentalpurposeofadvertisementsistopromoteandsellgoodstopeoplewhomightneedthem.Ⅱ.Readparas.2－6anddothefollowingexercises.1．WhichkindofadvertisementdoesDaYiPu’erDarkTeabelongtoaccordingtopara.2?A．Modernad.B．Classicad.C．Publicad.D．Improvedmodernad.√2．Readpara.3andcompletethetable.TypesFeatures(1)________ProblemsModernads·consistof(2)___________________________·apply(3)____________________________·toshowpeoplehowgoodtheproductis·tomakeads(4)___________________·notenough(5)_____________inamoderncityPurposespicturesorexperts’wordsmoderndesigntechniquesvisuallyattractivetobenoticed3.Whatconceptsandideasareoftenusedinimprovedmodernadvertisements?Improvedmodernadvertisementsoftenusetheconceptof“freedom”“happiness”“wealth”and“success”，andalsousenewandunusualideas.√4．Whatcanweinferfrompara.5?A．Manyoftoday’sadvertiserslikerepeatingoldideas.B．Topadvertisersoftodaysurprisecustomersinhumorousandunusualways.C．Advertiserswanttomakecustomersinterestedinadvertisementsinsteadoftheproducts.D．Mostpeopledon’tknowthepurposeofadvertisements.5．Whatisthepurposeofpublicadvertisements?ThegovernmenthassponsoredadvertisementstoeducatethepubliconfightingAIDS，savingwater，helpingthepoor，givingupsmokingandsoon.Activity3

Deepunderstanding1．Whatisthetexttypeofthispassage?A．Anargumentativeessay.

B．Anexplanatoryessay.C．Anewsreport.

D．Astory.2．Inwhatorderisthetextdeveloped?A．Space. B．Time.C．Flashback. D．Importance.√√Activity1Discussion1.Whatarethedrivingforcesforthechangingprocessoftheadvertisingindustry?Suchadvertisementshavegonethroughaprocessofchangingovertheyearsalongwithsocial,economic,technologicaldevelopments.2.Whatdoesthetitle“TheAdvertisingGame”meantoyou?Itmeanstherearealotofcompetitionsintheadvertisementmarket.Differentadvertisementsmustcompetetogetpeople’sattentioninordertopromotethesaleofdifferentkindsofgoods,soadvertisementsmustkeeppacewiththedevelopmentofsocietyandtechnology.Post-readingActivity2SummaryCommercialadvertisementshavegonethroughchangesbecauseofthedevelopmentsofsociety，economyandtechnology.Classicadsusedtogiveinformationaboutfindingcertainproducts.Effectiveastheywere，theymightn’tbe1.________(suit)forproducts.It’snormaltoseeads2.__________(consist)ofpicturesorwordsfromexpertstoshowpeoplehowgoodtheproductisinordertoholdpeople’sattention.Moreover，someadsapplymoderndesigntechniquestomaketheads3.________(visual)attractive.Asthedevelopmentofadvertising，modernadscombinethe4._______(high)standardofdesignwithcreativewaysbyusingthe5.________(concept)，makingthemstandoutin6.____worldofcompetition.Today’stopadvertisersmakepeoplenoticetheirproductsbyusinghumour，aimingtocreatesomething7.____hasneverbeenseenbefore.suitableconsistingvisuallyhighestconceptsathat

However，notalladvertisingisaboutsellingproductsandservicesforaprofit.Publicadsencouragecitizens8.______________(participate)inimprovingtheirneighbourhood，protectingtheenvironmentandhelpingotherpeople.Havingsponsoredadstoeducatethepublic9.__fightingAIDS，savingwater，etc.，thegovernmenttriestoincreasepublicknowledgeabouttopicsthatusedto10.__________(ignore)bymostpeople.toparticipateonbeignored1．Itwaslikelytobethenameofacompany，partofwhichmightincludethenameoftheplacefromwhichtheproductoriginated.[句式分析]

此句為

________句。第一個which引導

____________從句，關系詞指代

_____________________，定語從句中又包含一個“介詞＋which”引導的定語從句，第二個which指代

_______。[自主翻譯]

主從復合非限制性定語thenameofacompanytheplace這些信息可能是公司名，其中一部分可能包含產品的原產地。Sentencesanalysis:2．Fromthenameyouwouldknowwhatthecompanysells，wheretheyarelocated，andthenameoftheproduct.[句式分析]

此句為

________句。what和where引導的是______從句。[自主翻譯]

主從復合賓語一看名字，你就知道這些公司銷售的具體產品、它們的所在地以及產品名稱。3．Forthisreason，it’snownormaltoseeadvertisementsthatconsistofpicturesorwordsfromexpertstoshowpeoplehowgoodtheproductis.[句式分析]

此句為________句。it是________，

真正的主語是________________________。that引導的是______從句，

在從句中充當_____。toshowpeoplehowgood...中how引導的是____從句。[自主翻譯]

主從復合形式主語toseeadvertisements...定語主語賓語因此，現在的廣告常常引用專家的圖片、文字，向人們展示產品有多棒。4．Theyrealisethatitdoesnotmatterhowattractivetheidealinkedwiththeproductis—mostpeopleknowandanticipatethatthemainpurposeoftheadvertisementistomakecustomersbuytheproduct.[句式分析]

此句為________句。it是________，_____引導的從句是真正的主語。linkedwiththeproduct是過去分詞短語作________，修飾theidea；toduct是動詞不定式短語作______。兩個that引導的都是______從句。[自主翻譯]

主從復合形式主語how后置定語表語賓語他們意識到與產品關聯的概念有多么吸引人并不重要——大多數人都明白，廣告的主要目的就是讓客戶購買產品。5．Theiraim