Unit 6,English III,Do You Follow Ads?,Aims and Requirements Integrated Skills Development Applied Writing Grammar Focus Merry Learning Words & Phrases,Contents,Lead-in Passage A Build up your language stock Passage B Practice your language skills Listening Dialogue Reading skills Translation skills,Aims and Requirements,Focal Words and Expressions,Language Focus,Aims and Requirements,1) Whenever ., .; 2) The more ., the less .; 3) . so . that .; 4) ., as if . ; 5) . lie in the fact that .; 6) No matter how ., .; 7) . who .; 8) . by V-ing .; 9) . the way .;,Language Focus,Focal Function and Patterns,Aims and Requirements,Skills Development,1) Be able to read, comprehend and translate into Chinese the passage about the power of advertisements; 2) Be able to use the focal words and patterns listed above to make sentences or translate into English the sentences including them; 3) Practice the reading skill of recognizing and understanding abbreviations in ads; 4) Practice the translating skill of lexical repetition in translation.,Reading and Translating,Aims and Requirements,Skills Development,1) Be able to comprehend the short listening passages on the topic of the stock market and practice the skill of taking spot dictation; 2) Be able to talk a little about the power of advertisements; 3) Be able to talk a little about the topic on the advantages and disadvantages of advertisements.,Listening and Speaking,Aims and Requirements,Skills Development,Be able to write an advertisement, using the information given.,Writing,Integrated Skills Development,Advertising has existed in various forms for many, many years. In previous centuries in England, for example, companies would seek to become the purveyor (supplier) of the king or the queen. In doing so, they could obtain a special mark or seal that gave their product added prestige and visibility. Newspapers in the nineteenth century contained all sorts of ads. In fact, advertising gradually became an important source of income for newspapers. A similar phenomenon occurred with radio and then later, with television.,Lead-in,Do you know it?,The origins of advertising,Integrated Skills Development,In one way or another, all advertisements inform potential buyers about a product or a service with the basic aim of increasing sales. Nowadays, virtually every business has to use some form of advertising. In addition to the business, governments use the same techniques to “sell” programs or social messages as advertisers use to market products. Political parties also hire advertisers in order to promote their candidates. Thus, advertising is everywhere and impossible to escape.,Lead-in,Do you know it?,The Aims of Advertising,Advertising follows us everywhere. Whenever we turn on the television, listen to the radio or open a newspaper or magazine, we are bombarded with advertisements. They invite us to try a new type of orange juice, wear X-brand jeans or watch the latest film. They beg us to notice the difference and discover the advantages. They exist to make us want what they are selling. Strangely, the more we are exposed to advertising the less we notice it. We get so used to seeing advertisements everywhere that they become largely invisible, as if they were another part of our everyday lives. But does that mean that we are no longer affected by them?,Integrated Skills Development,Passage,The Power of Persuasion,能力说服 打开 困扰 汁商标/牛仔裤 存在 奇怪地接触 无形的 日常的 不再影响,A,One advertising expert believes that the special power of advertising lies in the fact that we do not pay much attention to it. Dr. Herbert Krugman, who was head of research for a major advertising company for many years, says that the less we notice ads, the more we are affected by them. Dr. Krugman believes that when we stop noticing advertisements, we lower our defenses, allowing the messages of the advertisements to be taken in and stored, ready to be triggered into action at the right moment. He says that the effects of advertising on the individual are small, but over a period of time they have a powerful effect on the masses.,Integrated Skills Development,Passage,在于 放低/防卫 包括/触发 行动 强有力的 民众,A,Advertising serves an important function in society. Selling goods is an essential part of any economy. Advertisements help to sell goods by informing people about the products and services available. They supply us with information about new goods and developments that may be useful to us. Often, advertisements help to pay for the entertainment we enjoy. Sponsors, who support events in exchange for advertising exposure, help to lower the cost of concerts, sports events and festivals.,Integrated Skills Development,Passage,A,起作用/功能必要的 进展 娱乐 赞助人 换取曝光 节日,But most experts who study advertising and its influence on human behavior argue that, more than being a source of information, advertising exists to persuade. It sells products and services by turning them into images and dreams. To do so, it may not always tell us e