Module9Unit5InsideAdvertisingReadingHowadvertisingworksScanthetextandpredictthecontent.Scanthetextandpredictthecontent.ScanningScanningDetailreadingDetailreadingPart1(Para1)IntroductionPart2(Para2)Whatisanad?Part3(Para3-7)Howdoadvertisersmakeeffectiveads?Part4(Para8-9)Howeffectiveareads?Weareexposedtoadsinourdailylife.1)Whatkindofadscanwefind?2)Wheredoadsappear?3)Whyweneedtounderstandhowadvertisingworks?IntroductionWhatisanad?1)Definition(amessageorannouncementthatintendstoinformorinfluencepeople)2)Means(words,pictures,music,film…)3)Advertisers(business,individuals,organizations,associations)Howdoadvertisersmakeeffectiveads?1)Identifythetarget(findoutnecessaryinformationaboutthisgroup)2)Appealtothetarget(hopes,dreams,emotions,desires…)3)Useasuitablemedium(cost,media)Howeffectiveareads?1)Whenthereisaneedfortheproduct.2)Ifthetargetaudienceisexposedtoadsconstantly.Languagepoints1.comeacross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。Icameacrosshisnameonthecoverofabook.我刚才偶然碰到你的一个老同学。I’vejustcomeacrossoneofyourformerclassmates.表示“见到；碰到”的词组：runintobumpintonoticediscoverencounter2.casual非正式的;不经意的;不在乎的casualclothes便装acasualmanner漫不经心的样子Theyhaveacasualattitudetowardssafety.他们对安全问题采取无所谓的态度。3.Withsomanymessagesfromadvertisersfillingourdailylives,…(独立主格结构,作状语)。一些状语从句的主语如果与主句的主语不是同一人或事时,可以保留主句的主语,将连接词删去,并将动词改成-ing形式或过去分词,这样就形成了独立主格结构。Whenthesunhadset,wearrivedatasmallvillage.Thesunhavingset,….Whenthevacationwasover,thestudentsallreturnedtoschool.Thevacationbeingover,….Astheproblemwassolved,theywentbacktowork.Theproblemsolved,….独立主格结构的前面经常出现介词with,其后不仅可以接名词或代词+-ing形式或过去分词的复合结构,还可以接名词或代词+介词短语或其他成分。如:Hewasasleepwithhisheadonhisarms.Withnothingtodoattheweekend,Isleptforawholeday.4.inform通知informsb.(of/aboutsth.)Pleaseinformusofanychangesofaddress.地址若有变动请随时通知我们。inform(thatclause)Ihavebeeninformedthatthecouplewillmarrynextyear.我得到消息说他们俩明年结婚。5.fit(in)into放进去;安排时间;相处融洽;适应环境。Acorkfitsintotheneckofabottle.木塞塞进了瓶口。Hefittedthephotointotheframe.他把照片放入了镜框。Ihopethehairdressercanfitmeintoday.我希望理发师今天能腾出时间给我理发。Howdoyoufitininthenewcompany?你在新公司与人相处得好么？6.appealto投合……心意;引起……兴趣。Creativework,suchasadvertisementdesign,appealstome.创造性的工作,比如广告设计很吸引我。Thisexerciseappealsstronglytotheimagination.这个练习可以有力地激发想象力。Teachingasacareer___tomanypeoplebecauseofthelongholidays.A.attractsB.callsC.appealsD.pullsC7.conscience良心Hisconsciencetroubledhimafterhetookthemoney.他拿走了钱以后,他的良心使他不安。Letyourconsciencebeyourguide.让你的良心指引你。8.worthy(-thier,-thiest)值得…的aworthychampion/winner当之无愧的冠军/获胜者Heisworthyofourpraise.他值得我们表扬。beworthsth./doingsth.值得beworthyofbeingdone/tobedone值得被做beworthyofsb./sth.值得;配beworthwhiledoing/todosth.值得做1).–Isthatbookworth____?–Yes,itisworthy____twice.A.reading;beingreadB.toread;tobereadC.ofbeingread;readingD.reading;ofbeingreadD2).Herachievementsare______ofhighpraise.3).Itisnot__________quarrelingwithhim.worthyworthwhile9.Itisnousedoing…做某事没有用处It’snouseaskingme.Iknownomorethanyoudo....
