北师大版高中英语必修四 Unit 11 Lesson 3教学课件
2) Why are modern techniques of design not enough for advertisements to be noticed in modern cities? Because people are used to seeing high standards of visual design.
Part II
Reading Task
1. What kind of advertisements does each paragraph talks about? Paragraph 1 ______________________ the classic advertisement
Paragraph 2 ______________________ advertisements in the market
support for the American effort in World War I
American Women’s rights during World War II
classic advertisement about quitting smoking
2. Can you think of some advertisements you have seen? Where can you see and hear advertisements? in the newspaper
4) What has the government done during the last decade? The government has worked hard at using public advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.
to make the advertisements as 4. _________ visually attractive as possible. But people in modern cities are used to seeing high standards of 5. ______________. To visual design be more attractive, modern advertisements must 6. __________ combine the highest standards ideas of design with 7. ___________ linked to the products, like freedom, happiness, health and success. Nevertheless, repeating old ideas is not a successful
“My Goodness. My Guinness” beer of Guinness brand that originated in London
American Time Magazine
“Understanding comes with Time”
“Tide’s in, dirt’s out” Tide washing powder
Part IV
Vocabulary
Find these words in the text and match them with the most suitable definitions. approach, boom, budget, classic, concept, consist of, contemporary, corporation, neighbourhood, suitable a) traditional, typical classic b) company corporation suitable c) right for something
Unit 11 The Media
Lesson 3 The Advertising Game
必修四
Objectives
•To read a text about advertisement development. •To learn and practise –ing form.
•To discuss advertising.
“The best a man can get”
razor of World Brand Gillette that originated in Boston
“We take the world’s greatest pictures.” camera of world famous Japanese brand Nikon
3. Which advertisements have you seen recently that you liked? What did you like about them?
4. Choose the words for their definitions.
advertiser advertise advertisement advertising 1. to make known to the public, e.g. in a newspaper or on TV ____________ advertise 2. something used for advertising things _______________ advertisement 3. the business of encouraging people to buy goods by means of ads ____________ advertising 4. the person who makes ads ____________ advertiser
Part III
ቤተ መጻሕፍቲ ባይዱ
Organization
Fill in the blanks according to the text. The classic advertisement normally gives information about finding certain products, such as what the products are, the locations of the companies and the 1. brand names. However, because of ________ competition in the market the direct 2. ___________ place, present-day advertisers often have budgets large 3. ____________ and spend a lot
Paragraph 1
Paragraph 2
Paragraph 3
Paragraph 4
Paragraph 5
2. Read the text and answer the following questions.
1)When does the simplest type of advertisement work? They work for products that people need and when there is not much competition.
味道好极了
The choice of a new generation. 新一代的选择 （百事可乐）
Let's make things better.
让我们做得更好。（飞利浦电子）
Obey your thirst.
服从你的渴望
（雪碧）
M&Ms melt in your mouth, not in your hand. 只溶在口，不溶在手 （M＆M巧克力）
modern advertisements Paragraph 3 ______________________ Paragraph 4 ______________________ top advertisements of today public advertisements Paragraph 5 ______________________
2. They realise that it does not matter how attractive the idea linked with the product is — most people know that the main purpose of the advertisement is making customers spend money. 他们意识到，与产品相关联的理念有多么吸 引人并不重要——多数人知道广告的主要目 的就是让消费者花钱。 [结构分析]这个句子由两个部分组成：主句 They realise + that从句及破折号后的插入语。 主句的宾语从句(that从句)的主语it是一个形 式主语，真正的主语是how attractive the idea linked with the product is。
d) contain consist of e) plan of how money should budget be spent. boom f) rapid increase concept g) idea approach h) method i) belonging to the present contemporary time j) area around where you live neighbourhood
Part V
Paraphrase
1. As present-day advertisers often have large budgets, a lot of money is spent on applying modern techniques of design to make these advertisements as visually attractive as possible 因为当今的广告商常常拥有大额预算，大笔 钱财被花在应用现代设计技术上，以使广告 在视觉上尽可能地吸引人。 [结构分析]这是一个带原因状语从句的复合句。 句首的as 引导原因状语从句，主句是个被动 句，主句的主语是a lot of money, 谓语是is spent，主句中的不定式表目的。
Unit 11 Lesson 3 The Advertising Game 课件-优质公开课-北师大版高中必修4精品
对(做)某事做出贡献
contribute v．贡献，捐助
contribute...to/towards (doing) sth.
向(做)某事捐献/贡献
运用 完成句子 (1)他对太空发展计划有着很大的贡献。 made great contributions to the space development He has ________________________ program.
2．apply v．申请； 应用 典例 He has applied for a post in England. 他已申请在英国任职。 We should apply the new technology to farming. 我们应把这项新技术运用到农业上。
拓展 apply to sb.for sth.向某人申请/请求某物
典例 The approach to the problem has not been worked out.
这个问题的解决方法还没制定出来。
The time is approaching when we must be on board. 我们上船的时间快到了。 拓展 an approach to doing sth.(做)某事的方法 at one's approach 某人一靠近 approach sb./sth.靠近某人/物
(2)他捐出他所有的钱为本地贫穷的孩子建了一所小学。
contributed all his money to building a primary He has ________________________________ school for poor children in this area.
运用 完成句子 (1)学习外语的最好途径是学口语。 The best approach to ______________________ learning a foreign language is the study of the spoken language. (2)他一靠近小鸟就飞走了。 At his approach ____________________ ， the birds flew away. (3)买房的好时机到了。 approaching The time is ________________ for the good chance of buying a house.
北师大版高中英语必修4 Unit11 Lesson 3参考课件
1
The advertising game
3
5
2
4
6
Paragraph 1 Paragraph 2
Paragraph 3
Paragraph 4
Paragraph 5
• • • • • • • •
Just do it. 只管去做。（耐克） Ask for more. 渴望无限。（百事） The taste is great. 味道好极了。（雀巢咖啡） Good to the last drop． 滴滴香浓，意犹未尽 .（麦斯威尔咖啡）
B• Not all advertising is about selling
• There are many different kinds of direct advertisements. Some may give _________ information about the product; some are made visually attractive to hold people’s __________ concepts like success attention; others use __________ and wealth. Nowadays top advertisers prefer to use _________ humour as well as new and ___________ unusual ideas to surprise people. Public advertisements, however, focus on increasing knowledge public ____________.
names or locations.
北师大课标版高中英语必修4Unit 11 Lesson3 (共16张PPT)
2. What has the government done during the last decade?
fighting aids
saving water
helping the poor giving up smoking
While-reading: 2nd Scanning reading and completing tables.
Problems How to solve? Examples Types 3
solve?
standards with ideas to make them more _a_t_tr_a_c_t_iv_e_.
Examples Some ads may use the _c_o_n_c_ep_t_ of _f_re_e_d_o_m_
to sell the car. Other common ideas include
ቤተ መጻሕፍቲ ባይዱ
_h_a_p_pi_n_e_ss_, _w_e_a_lt_h__ and _s_u_cc_e_s_s_.
Types
__C_on_c_e_p_t_ advertisements
④
Details
Problems For many of today’s advertisers, _r_e_p_e_at_i_n_g old ideas is not a successful approach.
北师大英语必修4unit 11Lesson 3(共21张PPT)
Voice your opinion
Do you think advertising actually works? How do advertisements affect our daily life? Have you ever bought anything because you liked the idea promoted in the advertisement?
1. Do the exercise on P27.
2. Read the Grammar Summary on P93.
1、只要有坚强的意志力，就自然而然地会有能耐、机灵和知识。2、你们应该培养对自己，对自己的力量的信心，百这种信心是靠克服障碍，培养意志和锻炼意志而获得的。 3、坚强的信念能赢得强者的心，并使他们变得更坚强。4、天行健，君子以自强不息。5、有百折不挠的信念的所支持的人的意志，比那些似乎是无敌的物质力量有更强大 的威力。6、永远没有人力可以击退一个坚决强毅的希望。7、意大利有一句谚语：对一个歌手的要求，首先是嗓子、嗓子和嗓子……我现在按照这一公式拙劣地摹仿为：对 一个要成为不负于高尔基所声称的那种“人”的要求，首先是意志、意志和意志。8、执着追求并从中得到最大快乐的人，才是成功者。9、三军可夺帅也，匹夫不可夺志也。 10、发现者，尤其是一个初出茅庐的年轻发现者，需要勇气才能无视他人的冷漠和怀疑，才能坚持自己发现的意志，并把研究继续下去。11、我的本质不是我的意志的结果， 相反，我的意志是我的本质的结果，因为我先有存在，后有意志，存在可以没有意志，但是没有存在就没有意志。12、公共的利益，人类的福利，可以使可憎的工作变为可 贵，只有开明人士才能知道克服困难所需要的热忱。13、立志用功如种树然，方其根芽，犹未有干；及其有干，尚未有枝；枝而后叶，叶而后花。14、意志的出现不是对愿 望的否定，而是把愿望合并和提升到一个更高的意识水平上。15、无论是美女的歌声，还是鬓狗的狂吠，无论是鳄鱼的眼泪，还是恶狼的嚎叫，都不会使我动摇。16、即使 遇到了不幸的灾难，已经开始了的事情决不放弃。17、最可怕的敌人，就是没有坚强的信念。18、既然我已经踏上这条道路，那么，任何东西都不应妨碍我沿着这条路走下 去。19、意志若是屈从，不论程度如何，它都帮助了暴力。20、有了坚定的意志，就等于给双脚添了一对翅膀。21、意志坚强，就会战胜恶运。22、只有刚强的人，才有神 圣的意志，凡是战斗的人，才能取得胜利。23、卓越的人的一大优点是：在不利和艰难的遭遇里百折不挠。24、疼痛的强度，同自然赋于人类的意志和刚度成正比。25、能 够岿然不动，坚持正见，度过难关的人是不多的。26、钢是在烈火和急剧冷却里锻炼出来的，所以才能坚硬和什么也不怕。我们的一代也是这样的在斗争中和可怕的考验中 锻炼出来的，学习了不在生活面前屈服。27、只要持续地努力，不懈地奋斗，就没有征服不了的东西。28、立志不坚，终不济事。29、功崇惟志，业广惟勤。30、一个崇高 的目标，只要不渝地追求，就会居为壮举；在它纯洁的目光里，一切美德必将胜利。31、书不记，熟读可记；义不精，细思可精；惟有志不立，直是无着力处。32、您得相 信，有志者事竟成。古人告诫说：“天国是努力进入的”。只有当勉为其难地一步步向它走去的时候，才必须勉为其难地一步步走下去，才必须勉为其难地去达到它。33、 告诉你使我达到目标的奥秘吧，我唯一的力量就是我的坚持精神。34、成大事不在于力量的大小，而在于能坚持多久。35、一个人所能做的就是做出好榜样，要有勇气在风 言风语的社会中坚定地高举伦理的信念。36、即使在把眼睛盯着大地的时候，那超群的目光仍然保持着凝视太阳的能力。37、你既然期望辉煌伟大的一生，那么就应该从今 天起，以毫不动摇的决心和坚定不移的信念，凭自己的智慧和毅力，去创造你和人类的快乐。38、一个有决心的人，将会找到他的道路。39、在希望与失望的决斗中，如果 你用勇气与坚决的双手紧握着，胜利必属于希望。40、富贵不能淫，贫贱不能移，威武不能屈。41、生活的道路一旦选定，就要勇敢地走到底，决不回头。42、生命里最重 要的事情是要有个远大的目标，并借助才能与坚持来完成它。43、事业常成于坚忍，毁于急躁。我在沙漠中曾亲眼看见，匆忙的旅人落在从容的后边；疾驰的骏马落在后头， 缓步的骆驼继续向前。44、有志者事竟成。45、穷且益坚，不坠青云之志。46、意志目标不在自然中存在，而在生命中蕴藏。47、坚持意志伟大的事业需要始终不渝的精神。 48、思想的形成，首先是意志的形成。49、谁有历经千辛万苦的意志，谁就能达到任何目的。50、不作什么决定的意志不是现实的意志；无性格的人从来不做出决定。我终 生的等待，换不来你刹那的凝眸。最美的不是下雨天，是曾与你躲过雨的屋檐。征服畏惧、建立自信的最快最确实的方法，就是去做你害怕的事，直到你获得成功的经验。 真正的爱，应该超越生命的长度、心灵的宽度、灵魂的深度。生活真象这杯浓酒，不经三番五次的提炼呵，就不会这样可口！人格的完善是本，财富的确立是末能力可以慢 慢锻炼，经验可以慢慢积累，热情不可以没有。不管什么东西，总是觉得，别人的比自己的好！只有经历过地狱般的折磨，才有征服天堂的力量。只有流过血的手指才能弹 出世间的绝唱。对时间的价值没有没有深切认识的人，决不会坚韧勤勉。第一个青春是上帝给的；第二个的青春是靠自己努力的。不要因为寂寞而恋爱，孤独是为了幸福而 等待。每天清晨，当我睁开眼睛，我告诉自己：我今天快乐或是不快乐，并非由我所遭遇的事情造成的，而应该取决于我自己。我可以自己选择事情的发展方向。昨日已逝，
北师大英语必修4unit 11Lesson 3 (共21张PPT)
Read again and finish the multiple choices.
1.Which one is not a public advertisement?
A. Fighting AIDS B. Saving water C. Helping the poor DD. SKⅡ
2. What ideas do today’s advertisements use to make you notice their products?
consist of 由…组成 A week consist of seven days. All electronic computers consist of five units although they are of different kinds.
consist of; make up; be made up of
The Media
Lesson 3
Where can you see and hear advertisements?
in the newspaper in the street
on the bus
at the station
on TV
in the magazine
on the Internet on radio
consist of常用整体作主语，表示“整体由部 分组成”，引申为“包含有”，不能用于被 动语态。 make up用部分作主语，表示“部分构成整 体”，用于主动语态；如果用整体作主语， 必须用被动结构be made up of，这时可以和 consist of互换。另外，make up还可以表示 “化装；编造”。
public ads
高中英语Unit11Period4Lesson3WarMemories课件北师大版选择性必修第四册
【答案】(2)A. ④ B．③ C．①
2．Careful-reading Fill in the blanks according to the text.
The whole passage consists of three stories about war. The first one tells a story of Do Chuc, a Vietnamese (1)____ whose two daughters and an aunt were (2)____ by
generally adv. 通常；普遍地，一般地 In the diet, it is generally true that the darker the fruit the higher its iron content. 在饮食中，水果颜色越深，其铁含量就越高，这通常是正 确的。
generality n.概论；普遍性；大部分 I’ll start with some generalities and then examine a few specific examples. 我首先进行概述，然后会分析几个实例。 generalize vt. 概括；推广；使……一般化 Critics love to generalize, to formulate trends into which all new work must be fitted, however contradictory. 评论家喜欢概括、归纳出所有新作品都必须符合的趋势， 不管它们是如何地不符。
【语言提升】
general n.指挥官； 军官； 将军 adj. 全体的；普遍的；一般的；常规的
The general is a portly old man. 那位将军是一位身材魁梧的老人。 general通常用作形容词，意义比较广泛，意为“普遍的， 全体的；总的；正常的，一般的，普遍的；大致的；概括性 的；笼统的”。
北师大英语必修4unit 11Lesson 3(共30张PPT)
1. When does the simplest type of advertisement work?
They work for products that people need when there is not much competition.
2. Why are modern techniques of design not enough for advertisements to be noticed in modern cities?
brand 品牌
budget 预算
concept 概念
visual 视觉
While-reading: 1st reading
What does the passage talk about?
A. The advantages and disadvantages of ads
B. People’s attitude toward ads C. The development of advertising D. The effect of ads on our life
4. What has the government done during the last decade?
Over the last decade, the government has worked hard at using advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking, etc.
Pre-reading
We are surrounded by advertisements.
北师大英语必修4 Unit 11 Lesson 3 (共16张PPT)
Look at these pictures again:
Review words:
1.The c_la_s_s_ic__ advertisement is one that gives information about finding certain product. 2.He works for a large American c_o_r_p_o_ra_t_io_n_____. 3.The diet should be s_u_it_a_b_le___, being neither too rich (油腻) nor too meager (粗淡). 4.His breakfast c_o_n_s_is_t_s_o_f__ dry bread and a cup of tea. 5.Do you have a b_u_d_g_e_t __ or a spending plan? 6.The b_o_o_m__ has created job opportunites.
as new and unusual ideas to surprise people is important in modern advertisements. • 他和她的同学都喜欢流行音乐。 • He ___a_s_w__e_ll_a_s___ his classmates __i_s___ fond of pop music.
conditions.
3.What ideas do today's advertisers use to make you notice their products?
• Green • The top advertisers of today believe that using humour as well
北师大版高中英语必修四Unit 11《Lesson 3 The Advertising Game》教案 1
Lesson 3 The Advertising GameTeaching Aims and Requirements1. To learn about the developmen of advertisement2. To help to draw more attention to public ads and sense of social responsibility.3.To get students to design their own advertisements4. To learn and practise –ing formTeaching Modes: Teacher-student, individual, pairs, groupsTeaching Importance:1. To make clear to the students the contents and the structure of the text2. To enable the students to get the main idea of the text3. To learn and practise –ing formTeaching Difficulties:1. To get the students to design their own advertisements2. To make clear to the students the contents and the structure of the text. Teaching Aids: computer, pictures, text-booksTeaching Procedures:Step Ⅰ Leading-in1. Greetings and free talk2. Work on Ex.1. Play a couple of advertising video epesodes and then ask students to find out as quickly as possible what products are advertised in the given ads.① What product is being advertised in each epesode?② Which advertisements have you seen recently that you like?③ What did you like about them?Step ⅡReading1. Read the text and try to match the given ads with the kinds of ads referred to in the text.(product-sale advert, service-sale advert, public advert)2. Learn to figure out the main ideas of each paragraph.In this part, the students are given three statements for each of the paragraphs. They are asked to judge which statement can act as the proper main idea for each paragraph. In the meanwhile, they have to mark the remaining two statements with “B” or “N” which stand for “too broad” and “too narrow”.Mark the following statements with “B”, “N” or “M”(B: too broad N: too narrow M: main idea)Paragraph 1:① The classical advertisement cannot let people know what companies sell.② The classical advertisement is too simple for people to know anything.③To know the brand name means where to buy the product in the classical advertisementParagraph 2:① Using good-looking photos in advertising is the best important.②Present-day advertisement should apply modern techniques of design to fully attract people.③ Classical advertisement is not suitable for today at all.Paragraph 3:① Products are sometimes linked with different concepts or ideas.② Using common ideas to sell products is as old as advertising itself.③ Modern ads must stand out to make themselves attractiveParagraph 4:① Some advertisers want to create something that has never been seen before.② N ew and unusual ideas often appear in today’s top advertisements.③ Advertisers look for other ways to make people notice their products.Paragraph 5:① Not all advertising is about selling products.② The government has worked hard at using ads to educate the public.③ Public ads have helped to increase public knowledge.Show the multiple choices on the screen.Step ⅢPractice1.Show some short advertising videos and ask them what they find in them?2.Work in groups of four to design an advert.The students are encouraged to give their own designs. Say: Let’s see whose design is the most popular.Step ⅣLanguage Points1. likely 意：很有可能为一表语形容词，其构成的语句表达为：It is likely to do sth.或It is likely for sb. to do sth或sb. is likely to do sth.当然也可为：It is likely that-clause.It is likely to rain this afternoon.It's likely for us to win the match.He is likely to kill time by playing chess.It is likely that the house needs a good painting.He’s very likely to be late for class.2. hold the attention of sb. 或hold sb’s a ttention 意：吸引某人注意；将注意力集中于Their funny acting could not hold the attention of those foreigners.The new cartoons may hold the attention of children.In class everyone should hold his attention of what the teacher says.3. consist of : be made up ofAll computers consist of five units although they are of different kinds.According to the theory of atoms all elements consist of atoms.4.stand out①坚持They stood out till victory. 他们坚持到胜利。
北师大英语必修4unit 11 Lesson 3 (共25张PPT)
Paragraph 5
subject
aim
contents
encourage _c_it_i_ze_n_s__
make
to p__ar_t_ic_i_p_a_te__ in
the c_o_n_t_ri_b_u_t_io_n_s_ improving their
public
to society
neighbourhood,
b. advertisements that people e_n_j_o_y_
looking at
Paragraph 3
subject
aim
contents
_c_o_m__b_in__e_ the
high
highest standards
modern s_t_a_n_d_a_r_d_s_ of of design with
The country has broken all the links with other countries.
6. There are public advertisements which encourage citizens to participate in improving their neighbourhood, … 公益广告鼓励人们参与 改善社区，……
等。 join: 普通用词，指加入党派、团体或游
戏活动等。
participate: 正式用词，特指参加团体 活动，暗示以一个积极的 角色参加。
take part in: 侧重参加某项群众性、集 体性的事业、工作或活 动，突出参加者在其中发 挥一定的作用。
Find these words in the text and match them with the most suitable definitions.