新人教选修9 Unit5 Inside advertising-Using language

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2021年高中英语 Unit5 Inside advertising背景知识新人教版选修9

2019-2020年高中英语 Unit5 Inside advertising背景知识新人教版选修9 Teaching ResourcesSection 2: Background information for Unit 5 Inside advertisement1. Techniques of advertisingAdvertisers use several recognizable techniques in order to better convince the public to buy a product and shape the public's attitude towards their product. These may include:●Repetition: Some advertisers concentrate on making sure their product is widelyrecognized. To that end, they simply attempt to make the name remembered through repetition.●Bandwagon: By implying that the product is widely used, advertisers hope toconvince potential buyers to "get on the bandwagon."●Testimonials: Advertisers often attempt to promote the superior quality of theirproduct through the testimony of ordinary users, experts, or both. "Three out of four dentists remend..." This approach often involves an appeal to authority.●Pressure: By attempting to make people choose quickly and without longconsideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!"●Appeal to emotion: Various techniques relating to manipulating emotion are usedto get people to buy a product. Apart from artistic expression intended to provoke an emotional reaction (which are usually for associative purposes, or to relax or excite the viewer), three mon argumentative appeals to emotion in product advertising are wishful thinking, appeal to flattery, and appeal to ridicule.Appeals to pity are often used by charitable organizations and appeals to fear are often used in public service messages and products, such as alarm systems or anti-bacterial spray, which claim protection from an outside source. Emotional appeals are being increasingly popular in the health industry, with large panies like 24 Hour Fitness being increasingly adept at utilizing a potential customers fear to sell memberships; selling not necessarily the actual gym, but the dream of a new body. Finally, appeals to spite are often used in advertising aimed at younger demographics.●Association: Advertisers often attempt to associate their product with desirableimagery to make it seem equally desirable. The use of attractive models, a practice known as sex in advertising, picturesque landscapes and other alluring images is mon. Also used are "buzzwords" with desired associations. On a large scale, this is called branding.●Advertising slogans: These can employ a variety of techniques; even a short phrasecan have extremely heavy-handed technique.●Controversy, as in the Benetton publicity campaign.●Guerilla advertising: Advertising by association. Done in such a way so the targetaudience does not know that they have been advertised to, but their impression of the product is increased (or decreased) if that is the intent of the advertiser.●Subliminal messages: It was feared that some advertisements would present hiddenmessages, for example through brief flashed messages or the soundtrack, that would have a hypnotic effect on viewers ('Must buy car. Must buy car.') The notion that techniques of hypnosis are used by advertisers is now generally discredited, though subliminal sexual messages are extremely mon, ranging from car models with SX prefixes to suggestive positioning of objects in magazine ads and billboards. 2．Advertising Research Tips●Perceptual Mapping -- Deciding What Image to ProjectBefore you embark on an image advertising campaign, you need to know the type of image you wish to convey.●Quick & Dirty Research Techniques - Part 1Measuring the cost effectiveness of advertising promotions.●Quick & Dirty Research Techniques - Part 2Price-point testing.●Danger -- parative AdvertisingIncluding Your petitors' Names in Your Advertising Can Be Counterproductive.●The Role of Focus Groups in AdvertisingFocus groups are a great tool for advertising research, but they should not be used to the exclusion of quantitative research.●How Research Can Drive the Advertising Mediums You UseTo choose the right advertising medium, you need to know who your customers and target customers are.●Allocating Advertising Dollars for Advertising ResearchHow much should you allocate to measure the munications effectiveness of your ads?●Is Your Advertising Working as Hard as it Could?Increase sales and speed up the "advertisement perfection" process through advertising testing.3．Advertising tipsBelow are some tips to consider when you would like to use advertisements:●Think outside the square - there are a variety of ways to get the attention of youraudience by standard (eg press ad) and creative (eg spruiking in Rundle Mall) means.●When considering your advertising options put yourself in the shoes of your audience. For example if you want to reach the attention of males 18 plus during June you could look at running ads on 5AA during the KG & Cornes segment and further support this by placing ads in the Sports section of Saturday's Advertiser.●Forward planning is critical. To secure the best available spots on radio or in press, booking ahead is essential.●Consider your return on investment - to effectively get your advertising message to your audience you may need to place a series of ads across a variety of media. Placing a solitary ad in the newspaper may not elicit a strong response.●Keep your message simple and ensure your call to action is clear. What is the most important part you'd like your audience to read or hear and how would you like them to respond? This should form the basis of your ad/s in terms of content, look and feel.●When you are about to embark on an advertising campaign, take note of ads that appeal to you or encourage people who are representative of your audience to provide you with feedback about the type of advertising they would find most effective ... the look and feel of an ad can be just as important as the message itself.4. Marketing strategiesStrategy serves as the foundation of a marketing plan. A marketing plan contains a list of specific actions required to successfully implement a specific marketing strategy. An example of marketing strategy is as follows: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service."A strategy is different than a tactic. While it is possible to write a tactical marketing plan without a sound, well-considered strategy, it is not remended. Without a sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental underpinning of marketing plans designed to reach marketing objectives. It is important that these objectives have measurable results.A good marketing strategy should integrate an organization’s marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed. This allows the organization to carry out its mission effectively and efficiently. Marketing strategies are partially derived from broader corporate strategies,corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of microenvironmental factors. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. 35381 8A35 訵&38060 94AC 钬27429 6B25 欥26451 6753 杓21902 558E 喎21455 53CF 叏G Z20200 4EE8 仨22795 590B 夋U-。

英语：Unit 5《Inside advertising》教案-Reading(新人教版选修9)

Unit 5 Inside advertisingReading---教案Teaching aim：①To know how advertising works；②To master the new vocabulary；③To revise the usage of object complementTeaching important points：To learn and use the vocabularyTeaching difficult points：Reading comprehensionTeaching procedures：Step 1 Leading inUse a popular local advertisement to attract the students’ attention to the topic. Then guide the students to look at the four pictures on Page 41. “What are they telling you?”Step 2 Warming upGo through the warming-up questions to warm up the students. Focus on the two questions:1) Do you think advertisements affect your life in any way? Please give an example.Yes. We often buy what we don’t need much. We sometimes buy what we don’t like because of the lower price….2) Why do you remember some advertisements and not others?I remember some advertisements because of the beautiful pictures, pleasant color,unforgettable shape, moving words and wonderful music…Step 3 Pre-readingDiscuss each of the advertisements on Pages 42 and 43 in pairs.1)What does the advertisement want you to do?Picture 1: It wants us to save water.Picture 2: It wants us to listen to the new radio.Picture 3: It wants us to buy the shoes.Picture 4: It wants us to buy their water.Picture 5: It wants people to protect environment.Picture 6 & 7: They remind us of road safety.2)How does it try to persuade you to do this?They attract our interest, desire, dreams, hope…3)Which advertisements do you think are the most effective? Why? （Various answers）Step 4 Reading1.First reading (the ability to grasp the general idea quickly)Look at the subtitles (and the pictures) to guess the general idea.Q: The text mainly deals with ____________A. how advertising worksB. how to make a advertisementC. how to avoid being controlled by advertisementsD. how to make advertisements effective【答案A】其他几个都是文章的某一个方面。

人教版高中英语选修9《Unit5Insideadvertising》教案

人教版高中英语选修9《Unit5Insideadvertising》教案人教版高中英语选修9《Unit 5 Inside advertising》教案教学准备教学目标Teaching aims: (教学目标)1. To comprehend the passage and improve the reading skills.2. To express different views of an argument.3. To learn about how advertisements work and avoid being controlled by ads.教学重难点Important points:(重点、难点)1. Comprehension of the text.2. Knowledge accumulation of advertising.3. Useful words and expressions.教学过程Teaching procedure:(教学过程)I. Warming upPlease enjoy a video and some pictures and answer some questions.1. Can you remember the names of any products that were being advertised? If so, why does this ad appeal to you more?2. What are the features(特征) of ads?3. Where can you see ads?设计意图：通过给学生展示一些广告视频和图片，激发学生对广告运作的兴趣，同时激发学生对相关词汇的回忆，从而为学习课文打好铺垫。

II. Fast reading1. The purpose of the passage is to __________.A. inform us of the fact that there are many advertisementsin or daily life.B. help us understand how ads work and avoid being controlled by them.C. tell us how effective ads areD. show us how effective ads can be made2. Scan the headings of each section and get a general understanding of the text.Sum up the main idea of each sectionSection I (para.1)Section II (para. 2)Section III (para. 3-7)Section IV (para. 8-9)设计意图：快速阅读技能训练。

高中英语 Unit5Inside advertising-Using language课件新人教选修9 公开课一等奖课件

Exercise 3 on P85
1. Although she was still busy working on a film, the actress was appointed vice chairperson of the Motion Picture Association. Once the film was completed, she dedicated her time to a committee advocating a complete ban on smoking in films.
在一些国家，为酒精饮品和香烟做广告是完全禁止的。 ban v. （尤指法律上）禁止 n. 禁令，禁止 There is a ban on smoking in this theatre. 这戏院内不准吸烟。
4. decent 指人是“诚实的;正派的;值得
尊敬的;举止端庄的”,口语还表示
“和蔼可亲的;乐于助人的”。
tell which one you believe and which you
don’t.
Renew your skin in seven days!
Read the passage quickly and find out the
ways to keep advertisers honest.
2. Although Mr Black received an ________ invitation to the party, he was unable to go because he had an ____________ appointment that day in another city. However, he told the hostess that he hoped to be______ invited to her next party.

人教版高中英语选修9课件：Unit 5 Inside advertising Reading(共37张PPT)

4. Environment
A. What does this advertisement encourage you to think? It encourages us to think of the sky, air and our environment and about how the environment is being spoiled.
C. How else can advertisers make people more aware of our fragile environment? Tell people more and help them to be more aware of the importance of protecting our environment.
group.
Appeal to the target: Appeal to targets’ _h_o_p_e_s__a_n_d_d_r_e_a_m__s_ or their emotions.
Use a suitable __m_e_d_i_u_m__: Advertisers consider which media are most _a_p__p_r_o_p_r_ia_t_e_ for their product and which their target audience is most _l_ik__el_y__to__ see or hear, as well as the cost.
3. Where do they advertise? On TV and radio, in magazines and newspapers (also on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places).

人教版高中英语选修9课件：Unit 5 Inside advertising Reading(共37张PPT)

1. Do you like McDonald’s better than KFC because of the advertisement?
In newspapers
Everywhere
On billboards
In magazine
Advertisements
WHERE?
At the airport
3. Refresh water
A. Why are the first two lines written bigger than the rest of the advertisement? These lines appear bigger so that they are the first thing people notice about the advertisement.
On TV
At the cinema
On buses
On the radio In train stations
Compare advertisements
Compare the advertisements, which one is easier for you to remember? Why?
C. Why do advertisers often use the “Buy one get one free” message? People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.
As explained in B, they are not really getting anything for free because the advertiser puts a price on the product that the consumer buys that will cover the cost of the “free” one.

人教版高中英语选修9课件：Unit 5 Inside advertising Reading(共37张PPT)

HOW ADVERTISING WORKS
Scan the headings of each section and get a general understanding of the text.
Sum up the main idea of each section.
Section I (para.1) Introduction Section II What is an advertisement? (para. 2) Section III How do advertisers make (para. 3-7) effective advertisements? Section IV How effective are (para. 8-9) advertisements?
B. What is the purpose of this advertisement? To encourage people to use water wisely and to save water where they can.
2. Super Shooze A. What group of people is the
C. Why do advertisers often use the “Buy one get one free” message? People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.
3. Where do they advertise? On TV and radio, in magazines and newspapers (also on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places).

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Exercise 3 on P85
1. Although she was still busy working on a film, the actress was appointed vice chairperson of the Motion Picture Association. Once the film was completed, she dedicated her time to a committee advocating a complete ban on smoking in films.
1. Thቤተ መጻሕፍቲ ባይዱ law 3. Complaints organizations 2. Advertising organizations
4. The consumer
Would you complain about any of the advertisements in this passage? The two ads on page 49 have some misleading information. They exaggerate the usefulness of the products. The tea ad tries to persuade people to buy it, because it claims to reduce weight. The shoe ad implies that if people don’t wear their product, they will be a loser.
2. Although Mr Black received an ________ invitation to the party, he was unable to go because he had an ____________ that appointment day in another city. However, he told the hostess that he hoped to be______ to invited her next party.
在一些国家，为酒精饮品和香烟做广告是完全禁止的。 ban v. （尤指法律上）禁止 n. 禁令，禁止 There is a ban on smoking in this theatre. 这戏院内不准吸烟。
4. decent 指人是“诚实的;正派的;值得
尊敬的;举止端庄的”,口语还表示
“和蔼可亲的;乐于助人的”。
Keeping Advertisers Honest
Discuss
There are many advertisements around us, some are honest, while some are dishonest. Appreciate the following advertisements,
do 经常用于肯定句和祈使句中, 表示强
调。
Please! Do be quiet a moment.
请务必安静一下。
He did tell me that but he is denying it now. 他的确跟我这样说的, 但现在又否认了。
Exercise 1 on P85
At a conference yesterday a spokesman __________
5. 我非常爱我的狗,所以我并不在乎它
摔断腿带来的医疗开支。(expense)
I am very attached to my dog so I
didn’t mind the medical expenses
involved when he/ she/ it broke his/
her/ its leg.
Language points
1. and so 连接并列句 Thanksgiving is an only American holiday and so neither British people nor Australian people celebrates it. 感恩节只是美国人的节日,因此英国人或者澳大利亚人都不过这个节日。
2. One way to control advertising is to
make laws that prevent advertisers
doing the wrong thing.
控制广告的方法之一就是制订法律以
约束广告商们的不法行为。 one way to …is to… （做某事的）方法之一就是……
3. 找接线员请拨9。(dial) To contact the operator, please dial nine. 4. 我的衣橱里有很多上班穿的衣服,但是很少休闲装。( casual; garment) I have many garments in my wardrobe that I can wear to work, but few casual clothes.
One way to help them is to help them
learn to help themselves. 帮助他们的方式之一就是帮他们学会自助。
3. In some countries advertising alcoholic
drinks or tobacco is banned altogether.
He said that some cigarette
advertisements were not aimed at
______ audiences but instead ________ targeted mature at children. He said the public could no longer ___ on the conscience of people in _________ rely advertising companies to do the right thing. “The only way to stop children taking up smoking is to ___ cigarette ban advertising altogether and to educate _______ our young people about the dangers
8. 那家航空肥公司收了我额外的超重行李费。(overweight) The airline charged me extra for the overweight suitcase. 9. 需要我把你的电视调到新的频道吗？ (tune) Would you like me to tune your television to the new channel?
for the Health Department, Mr Dennis
Hall, ________ the audience that the informed
government would soon be passing laws
to make all tobacco advertising illegal. _______
of cigarette smoke,” Mr Hall said. “The government will also _______ a appoint committee to decide on suitable punishments for any tobacco __________ corporation that breaks the ban. We have already set up a ______ to pay the committee for budget their work and will now search for ______ people to serve on the committee. worthy
tell which one you believe and which you
don’t.
Renew your skin in seven days!
Read the passage quickly and find out the
ways to keep advertisers honest.
6. 当我们听说他被指控犯有故意杀人罪时, 我们都不敢相信自己的耳朵。(murder) When we heard that he was accused of murder, we couldn’t believe our ears. 7. 警察在市里所有的电台广播说明了那个走失的孩子的模样。(broadcast) The police broadcast a description of the missing child on all the city’s radio stations.
5. make sure “确保;确定;证实”, 后面一般接从句。 He looked back to make sure no one was following.
他回头看了看,以证实没有人跟踪。
I did it to make sure you noticed.
我这么做是为了确保你注意到了。
Translation. (Exercise 2 on P85)
1. 我没法将我所有想带的衣服都装进手提箱。(fit into) I couldn’t fit all the clothes I wanted to take into my suitcase.
2. 自从我在那位女主人的晚宴上打碎了一个昂贵的盘子后, 她就再也没给我发过邀请信。( hostess; invitation) After I broke an expensive plate at her dinner party, the hostess never sent another invitation.

新人教选修9 Unit5 Inside advertising-Using language

2021年高中英语 Unit5 Inside advertising背景知识 新人教版选修9

最新人教版选修9高中英语unit5 inside advertising知识点整理及答案

英语：Unit 5《Inside advertising》教案-Reading(新人教版选修9)

人教版高中英语选修9《Unit5Insideadvertising》教案

高中英语 Unit5Inside advertising-Using language课件 新人教选修9 公开课一等奖课件

人教版高中英语选修9课件：Unit 5 Inside advertising Reading(共37张PPT)

人教版高中英语选修9课件：Unit 5 Inside advertising Reading(共37张PPT)

人教版高中英语选修9课件：Unit 5 Inside advertising Reading(共37张PPT)

2021年高中英语 Unit5 Inside advertising背景知识新人教版选修9

高中英语 Unit5Inside advertising-Using language课件新人教选修9 公开课一等奖课件