Unit 3 Advertising

Objectives:

After finishing this unit, students will be able to:

n      talk about the advantages and the disadvantages of advertising

n      learn to use the key words and expressions in this unit

n      learn how to use conjunctions and connection words

n      learn to write a personal ad.

Section I Listen and Talk (2 periods)

Step 1 Lead in (25mins)

1.      Warm up questions:

How are you doing today? Did you have a good weekend?

What do you usually do in your spare time?

Are you a potato-couch? (watching TV on a couch all the time)

What TV programs do you like to watch?

Do you like to watch the advertisements? What about the ads inserted in the intervals of the TV serials?

What ads do you like to watch? Do you feel tempted to buy the product when you see its ads? Do you often turn to ads when or before you buy things?

Public service ads 公益广告

Sales promotion ads 促销广告

Commercials(An advertisement on television or radio.在电视或无线电上的广告)

Ads on the newspaper or magazine or on the net

What are the advantages and disadvantages of ads?

   Advantages:

(1)Good and nice ads will appeal to有吸引力 our sense;

(2)Public service ads will inspire激发people to take action and even save lives;

(3)will help people to make decisions and refine提炼 their choices

   Disadvantages:

(1)mislead误导the consumers;

(2)cheat the consumers，especially the deceptive欺骗性的    (tending to deceive) ones.

2.  Listening: (Listen to the passage and fill the missing words in the blanks. Listen three times)

Keywords: competing, variety, choose, drink, consumers, convey, make decisions, respond, pollution, provides

3.        Words and Phrases

appeal to: 对……有吸引力

deceptive：欺骗性的

in response to：响应, 适应

catchy: 易记的easily remembered

a song with a catchy tune.一首调子好记的歌

Step 2 Dialogues (40 mins)

1.      Listen to the two sample dialogues and try to answer some questions:

Dialogue 1 Talking about a Public Service Advertisement

What is the public service advertisement about?

Children in the mountainous regions who are dropping out of school or unable to attend school

    What are Lili and John going to do after they see the ad?

To donate a few school books (Lili) , donate some money (John)

Dialogue 2 Talking about a Sales Advertisement

       Why did Michael feel cheated?

2. Practice

       Read two dialogues in pairs (pair work)

3. Learn some useful phrases and expressions:

drop out of school不参与,退出

attend school: go to school

afford the tuition

Afford means to have enough money to buy something.

For example: I can almost afford a new car.

tuition学费  Cf: fare, fee,

apparently显然地adv.

Apparently, you have done a lot of work.很明显你们已经做了很多工作。

Apparently sensitive to criticism, the bull forgot all about the matador and charged at the drunk.公牛对挑衅显然很敏感,它全然不顾斗牛士,却向醉汉冲去。

Apparently she was trying her best to save her child from severe illness.很明显,她在尽力设法挽救她那重病的孩子。

donate : to present as a gift to a fund or cause; contribute.捐赠：作为礼物给某一基金或事业；贡献

The businessman donated a lot of money to the hospital. 这个商人捐给医院很多钱。

 donation(n.) The act of giving to a fund or cause.捐赠：对某一基金或事业的捐赠

A gift or grant; a contribution.赠品：一件礼物或给予物；一件贡献物

leave over留下

if only 若是...那该多好啊; 真希望...; 只要, 只要...就好

dispose (v.)

To place or set in a particular order; arrange.布置；分配：以特定的方式放置或设置；安排

To put (business affairs, for example) into correct, definitive, or conclusive form.处理，处置：使（如事务）成正确的、确定的或有结果的形式

dispose of

To attend to; settle:处理；解决

e.g. disposed of the problem quickly很快地解决了这个问题

To transfer or part with, as by giving or selling.赠送；卖掉：转让或分开，如通过给予或出售

disposal 1) 配置；安排；布局2) 处理；处置 3) 使用；控制；利用

at sb.'s disposal任意使用

sort out: 挑选出

slot: An assigned place in a sequence or schedule:时段，位置：次序或时刻表上一个指定的地方

deal: 交易, (政治上的)密约, 待遇, 份量, <口>买卖

here means: a sale favorable especially to the buyer; a bargain.【非正式用语】 互惠交易：指尤对买者有利的交易；占便宜的交易

be caught up in something受某物吸引, 受某物感染

expire v. 期满, 终止, 呼气, 断气, 届满

expiration date产品有效期

be on guard against: 在岗, 警惕

Watch for: 守候, 注意, 监视

Step 3 Communicative Tasks (25mins)

Work in pairs and act the dialogues to the whole class

Task 1: Talking about a public service advertisement about waste disposal

Tips:

       sort out items that can be recycled

       put the items in the slots

       I wish there was something we could do to help.

       It feels good doing something for the community.

Task 2: Talking about being cheated by a sales advertisement

Tips:

clearance sale清仓削价销售； 清仓大减价

   price cutting大减价

   shrink 缩水

       mislead shoppers into buying poor quality products

       Sounds like you got some great deals.

       I learned the same lesson the hard way myself.

Step 4 Assignments

1.      Read the dialogues and practice communicative tasks

2.      Preview new words in Passage A

Section II Read and Explore (4 periods)

Passage A: The Victim

Step 1 Pre-reading Tasks (15mins)

1. Greetings and a brief revision (pair work or group work)

Ask one or two pairs (groups) to act out their own dialogue

2. Lead-in questions:

Do you feel tempted to buy the product when you see its ads? Do you often turn to / look to ads when or before you buy things? How much do ads influence on you?

Do you like shopping? What kind of shopper are you, impulsive (易冲动的；感情用事的) or rational (理性的，明智的)?

How often do you buy clothes? Do you always follow fashion when buying clothes for yourself? What brand(s) is/are you favorite(s)? What do you think of name-brands名牌?

Do you think the clothes one wears define(show the nature of 显示…特征) what kind of person he or she is? Explain.

3.      Cultural Notes:

Abercrombie

Abercrombie is a name brand of Abercrombie & Fitch, which began In 1892 under the name David T. Abercrombie Co., a small waterfront shop and factory in downtown New York City owned by David Abercrombie dedicated to selling only the highest-quality camping, fishing and hunting gear. Abercrombie & Fitch outfitted many great hunting and exploration expeditions, like Theodore Roosevelt's trips to Africa and the Amazon and Robert Peary's expedition to the North Pole. Ernest Hemingway bought his guns there. Presidents Hoover and Eisenhower relied on A&F for the best fishing equipment. Nowadays the Company's principal activities are to operate retail stores that sell casual apparel, personal care and other accessories for men, women and kids. It thrives as a publicly held company. A powerful lifestyle brand, business is thriving at Abercrombie & Fitch with hundreds of stores.

Guess

Guess is a name brand of Guess, Inc., which was founded by The Marciano brothers who were raised in the south of France, a region that cultivated a passionate understanding of French design and the essence of style. They combining a love of the American West with a European sensibility. Today, Guess is one of the most widely recognized brands in the world. Known for quality, trend-setting style, and marketing creativity, the company designs and markets a leading lifestyle collection of casual apparel and accessories for women, men, children, and babies.

       J Crew

J Crew is a name brand of J. Crew Group. It sells classic-styled jeans, khakis, and other basic (but pricey) items to young professionals through its catalogs, Web site, and in about 175 retail and factory outlets in the US. It also has about 60 outlets in Japan through a joint venture with Itochu. Women's apparel represents 75% of sales. The company has sold off its two non-J.Crew catalogs and now its sales come entirely from J. Crew-brand items.

Ralph Lauren

Polo Ralph Lauren is one of the world's best-known brands. Boasting names such as Polo, Lauren, Chaps, and Club Monaco, the company designs and markets apparel, accessories, fragrances, and home furnishings. Polo doesn't actually make any products itself; instead, it oversees the work of many licensees as well as more than 300 contract manufacturers in Asia and the US. Its largest licensing partners include Jones Apparel Group (sportswear), Seibu Department Stores (Japanese distribution), and WestPoint Stevens (bedding). The firm operates about 170 Polo stores and outlets in the US and licenses more than 100 others worldwide.

Step 2 While-reading Tasks (75mins)

1.      Read the title “The Victim”, and the pictures on page 56-57, and do some predictions.

2.      Skim the passage and find out the explanation of “victim of advertising” (Ex3 [1] )

3.      Scan the passage and find out the main idea of each part: (find the topic sentences)

Part I (1) shop-aholic, all the things I want and buy are influenced by advertisers tell me to buy, (topic sentence: the 1^st or the last sentence)

Part II (2-4) clothing meant different things. (topic sentence: For me, …As a child, in middle school, at college)

Part III (5-6) Advertising influences us in different ways. (topic sentence: the 1^st sentence of para5:  Despite…,I remain a victim of advertising. &the last sentence of para6: …And I will remain a victim)

4.      Further-reading

Comprehensive questions on page58

5. Language points

shop-a-holic: shop addict, a compulsive person who finds great joy in shopping, almost to the point of being a hobby, but finds it hard to stop shopping and buys things that are not needed.

-aholic  suff.（后缀）: One that is addicted to or compulsively in need of:…迷，…狂：沉湎于…的人或有…癖好的人：如: workaholic.

fashion: n.样子, 方式, 流行, 风尚, 时样the way of dressing or behaving that is considered the best at a certain time

fashion magazines时尚杂志

Fashions have changed since I was young.

Fashions for men’s clothes change less frequently than fashions for women’s clothes.

--be in fashion

Is it the fashion to wear short skirts? Yes, short skirts are in fashion.

现在是不是时兴穿短裙？是的，短裙很流行。

Loose trousers are the latest fashion.宽大的裤子是最新的时髦服装。

--be out of fashion

比较: fashion， style， mode， vogue

These nouns refer to a prevailing or preferred manner of dress, adornment, behavior, or way of life at a given time. 指衣服、装饰、行为或生活方式在特定时间里流行或为众人喜爱的方式。

Fashion,  the broadest term, usually refers to what accords with conventions adopted by polite society or set by those in the forefront of the artistic or intellectual sphere: 用法最广，通常指那些与礼仪社会所采用的惯例或由艺术或知识领域的先锋所建立的相合的东西：如: wears clothes in the height of fashion; 穿着新潮时装

Style is sometimes used interchangeably with fashion 有时与fashion 交替使用

(如: a gown that is out of style/fashion),  but style,  like  mode,  often stresses adherence to standards of elegance:  但是style通常强调坚持风雅的水准,

如:The couple travels in style. 这对夫妻符合时尚地旅游。

Miniskirts were the mode in the late sixties. 迷你裙是六十年代后期的时尚。

Vogue  is applied to fashion that prevails widely 指流行很广的方式

the term often suggests enthusiastic but short-lived acceptance 通常暗含有狂热但为时很短的接受

如: a game that enjoyed a vogue in its day一种流行于它的时代的游戏

brand: a class of goods which is the product of a particular firm or producer

e.g. What is your favorite brand of soap?

clutter: make untidy or confused

The room was cluttered with furniture

necessity: something that is necessary

Food and clothing are necessities of life.

dress up: make (sth, or oneself) more attractive, esp. with clothing.

 Are you going to dress up for the party, or is it informal?

define: show the character or nature of

Good manners define the gentlemen.

identify with: cause or consider (someone to be connected with sth. )

Wealth cannot be identified with happiness.

hit: have a bad effect on

He was hard hit by his financial losses.

turn to : go to…for help, advice, sympathy, comfort, etc. 转向, 变成, 求助于, 致力于, 开始行动

I had to turn to the dictionary for help.

look to: depend on to provide help, advice, etc. 照看, 注意, 指望

We look to you for help.

quest: search, attempt to find

The quest for gold was long and difficult.

add to :put together with sth. else so as to increase the number, size, importance.

The music added to our enjoyment.

glamorous: attractive , full of charm, charming

be one’s fault: be sth. for which one can rightly be blamed.

It is your own fault for not learning.

consume(v.)

vt. 1)To eat or drink up; ingest.吃光：吃完或喝完

2)To expend; use up:消耗：花费；耗尽

e.g. engines that consume less fuel; a project that consumed most of my time and energy. 油较少的发动机；耗尽我大部分时间和精力的计划

3)To purchase (goods or services) for direct use or ownership.消费; 为直接使用或拥有而购买的（商品或服务）

4)To waste; squander.浪费；挥霍

5)To destroy totally; ravage:毁灭; 彻底毁坏

e.g. flames that consumed the house 吞噬房屋的火焰

a body consumed by cancer 被癌症毁坏的身体

6)To absorb; engross 使全神贯注；使入迷

e.g. consumed with jealousy.妒忌得不得了

vi. 1) To be destroyed, expended, or wasted.被毁灭、耗尽或浪费

2)To purchase economic goods and services:购买经济的商品及服务

e.g. a society that consumes as fast as it produces.现在社会上生产和消费一样快

consumption(n.): the act of consuming

follow the lead of sb.: 效仿某人

Translation Ex (3)

step back: think about as if not involved置于事外

From time to time, the teacher should step back and let pupils run things their way.

Step 3 Post-reading Tasks (90mins) (individual work)

1.      Summarize the passage

Summary: The author once was a compulsive shopper, and might even be addicted to shopping. She tended to buy more clothes than she needed, and often looked for famous brands, and even discounts. Later in her life, when she became a marketing student, this helped her understand how much her shopping was influenced by advertising. This influence began to be felt in middle school when she became concerned about her appearance. As an adult she was more aware of her motives while shopping, but was still influenced by advertising, consciously or subconsciously. The conclusion drawn by the author is: nobody can escape the influence of advertising. Advertising uses our weaknesses and insecurities against us, and inspires in us a wish to be more attractive, popular, or lovable. It makes us uncomfortable with who we are, and makes us want to be like the models in the ads. Thus we may buy things that we think are “new, cool, or not.”

2.      Check the answers of Ex. 4, 5 and 6.

Step 4 Assignments

1.      Oral Practice--- Talk about it

2.      General writing--- Why People Fall Victim to Advertising

Passage B The Ad Council at a Glance (4 periods)

Step 1 Pre-reading Tasks (15 mins)

1. Greetings and a brief revision (pair work or group work)

Ask one or two pairs (groups) to act out their own dialogue

2. Lead-in questions:

Have you ever benefited from public service advertisements(PSA’ s) ?

Can you give one or two slogans used in public service advertisements?

Do you think public service campaigns are necessary? Explain.

3.      Culture notes:

Ad Council

The Ad Council is a private, non-profit organization that produces, distributes and promotes thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well being, environmental preservation and strengthening families. From earliest efforts including "Loose Lips Sink Ships" to the more recent "I am an American," Ad Council PSAs have been raising awareness, inspiring action and saving lives for 60 years.

War Bonds

On May 1, 1941, the first Series E U.S. Savings Bond was sold to President Franklin D. Roosevelt by Secretary of the Treasury Henry Morgenthau. On January 3, 1946, the last proceeds from the Victory Bond campaign were deposited to the Treasury. The War Finance Committees, in charge of the loan drives, sold a total of $185.7 billion of securities. This incredible mass selling achievement (for helping to finance the war) has not been matched, before or since. By the end of World War II, over 85 million Americans had invested in War Bonds, a number unmatched by any other country.

Step 2  While-reading Tasks (75 mins)

1. Skim It--- Read passage B within a couple of minutes and try to tell:

What the text is about?

1.      Reference Key: Public service advertisements have made a positive contribution to social changes

2. Scan It – group discussion

Scan paragraph 1 and 2, and answer:

1) What is the Ad Council?

It is a public service organization to help solve the most pressing social issues of the day.

2) What effects do the slogans by PSAs have on people?

 They raise awareness, inspire individuals to take action, and save lives. (Ex10 (1)(2))

3) What can we infer from para.2? (Ex11 (3))

Scan paragraph 3, and answer:

What’s the Ad Council’s mission?

4. Further-reading

Comprehensive questions on page 64-65

5. Language Points

by name: using the name of sb. or sth. 名叫， 只在名字上； 指名道姓地

e.g.: address/ greet sb. by name

   We all know George Washington by name

more than: (informal) extremely (used before an adj. conveying a positive feeling or attitude

They were more than willing to help.

timely: occurring at just the right time

the timely rain

compelling: urgently requiring attention; evoking interest

He remains a compelling figure in politics.

testify:

vt. 1)to declare publicly; make known 表白：公开宣称；宣布

testifying their faith 宣布他们的忠诚

2)to state or affirm under oath 作证：发誓声明或断言

testified in court that he saw the defendant 在法庭作证说他见到了被告

3) To bear witness to; provide evidence for 证明；为…提供证明

vt.,  vi.（常与to连用）作证；证实；见证; 证明；表明

testify to his innocence证明某人无罪

Her tears testified her grief. 她的眼泪证明了她的悲伤。

-fication (n.) 证明, 证言, 证书

testify about就...作证                   testify to证明, 证实

testify against …作不利于.…..的证明        testify in favor of …作有利…..的证明

testify under oath that ...发誓证明

take action: start to do sth.; be.g.in to act

The government has promised to take quick action on the energy crisis.

launch: get started; set going

launch a new plan to build more houses

estimate(v.) 估计；评价

～ one’s losses

An ~d cost of $1000

increasingly (ad.):more and more

become ~ important

be ~ prosperous and strong  

Ex 14. (1)

rally:

vt. (cause to ) come or bring together for a purpose

To ~ people is to bring them together for a great united effort.

重整(队伍); 召集; 团结; 振作(精神等); 恢复(元气等); 挽回(颓势)

rally the scattered soldiers of the troops重整部队中溃散的士兵

rally one's spirits振作精神

vi. 重整旗鼓, 重振精神; 价格止跌, 回稳【体】连续对打

rally from an illness从疾病中复元

The market -lied.市场价格回稳。

n.重整; 聚集; 集会, 大会; 恢复健康; 振作精神【体】连续对打

a mass rally 群众大会

pressing: urgent, requiring immediate action

recruit:

vt. 征募(新兵), 吸收(新成员); 充实, 补充; 使恢复; 把食品装入(船内)

recruit food supplies补充给养

recruit one's health恢复健康

recruit oneself休养

vi. 征招新兵, 吸收新成员;补充; 恢复;装入食品

go to the country to recruit到乡下去休养

n. 新兵, 新手, 新成员

a raw recruit新兵, 新手; 生手

make a/ the difference:

1)      see or show (two things) to be different

I don’t think it will make any difference.

2)      have a significant effect on a person or situation

Dollars make no difference to him.

economic (a.)  ~policy

economical (a.) ~ fire

speak for: express the views or position (of another person or group) 代表…..讲话； 为……辩护

speak against: 发言反对； 作不利于……的陈述

speak for itself [themselves]不说自明, 不言而喻

speak for oneself为自己辩护； 陈述自已意见；谈自己的事

feature (v.):

The play ~d two well-known actors.

reach out to 联系； 影响

council:

(proverb): councils of war never fight主张战争的人，自己从来不打仗

Step 3 Post-reading Tasks (45mins)

1.      Summarize the passage:

Summary: The Ad Council was founded during World WarⅡ to help sell War Bonds. After the war it continued to address pressing social issues with public service advertisements (PSA’s). since 1942 it has created over 1000 advertising campaigns on such issues as forest fires, safe and sober driving, minority education, crime, drugs, child abuse, recycling, and AIDS. Some of its most famous messages are “Only You Can Prevent Forest Fires,” “Friends Don’t Let Friends Drive Drunk,” “A Mind is a Terrible Thing to Waste.” Seat belt usage rose form 21% to 70% after the Crash Test Dummies were introduced in 1985. The Ad Council’s current major campaigns are to help children achieve their full potential and to encourage Americans to support the war on terrorism.

2.      Check the answers of Ex. 12, 13 and 14.

Step 4 Assignments

1.      Read Passage B

2.      Review the words and phrases in Passage B

Section III Write and Produce (2 periods)

Step 1 Revision (10mins)

       Dictation of words and phrases in Passage A and B

Step 2 Grammar (35 mins)

1.      Conjunctions and Connective Words: We sometimes wish to join short, choppy sentences to form longer sentences. One way to join two ideas is to use a coordinating conjunction and a comma.

2.      Do Ex. 16, 17, 18.

Step 3 Practical Writing (40 mins)

   The text of an advertisement usually contains four parts: headline; body copy; slogan, or tagline; and subscript. Personal ads are useful for our daily life.

Step 4 Assignments (5 mins)

Write a personal ad on page 70.