UNIT 4 Beware of ads!课件

UNIT4Bewareofads!
I.Lead-in
Whatisyouropinionofthelargeamountsofmoneyspentonadsfortwocompetingproducts?
Shouldpeoplebuythingsaccordingtowhatadssay?
Whatarethenegativesocialeffectsofadvertiments?
Shouldyoungpeoplebuytheclothesadvertidbymoviestars?
II.Createadialogwithyourpartneraccordingtothetablebelow,referringtotheufulexpressionsintheboxesifnecessary.
RoleA
RoleB
PraisEricsson’sTVad:“Makeyourlfheard!”
PraisNokia’sad:“ConnectingPeople”.
Consumerswillpay.
Agreesbymentioning“consumerloyalty”.
Asksforthemeaningof“consumerloyalty”.
Theykeepbuyingtheproduct.
Mentionsacontradictionbetweenincreadsalesandmoreadvertising.
Agrees.
Ufulexpressionsforthedialog.
IthinkthePepsicommercialisjustasattractive…
ThePepsicommercialiquallyfascinating.
ThecommercialforPepsiistherealthing.
…thecompetitorsarejustcancelingouteachother’fforts.
Thetwocompetitorsarecuttingeachother’sthroats.
Neitherofthetwowillgetanywhereinthatcompetition.
Ufulexpressionsforthedialog.
…spendpilesofmoneytoincreatheirmarketshares…
…spendhugesumstoenlarge/expandtheirmarketshares…
…doanythingtogrababiggermarketshare…
…theextracostsofadvertisingwillbepasdontotheconsumers.
…theextracostsofadvertisingwillbebornebyconsumers.
Consumerswillhavetofootthebillforadvertising.
Ufulexpressionsforthedialog.
…consumersareloyaltoacertainproduct…
Consumersidentifywiththatproduct.
Consumerskeepgoingbacktothatproduct.
…moresalesmeanlowerproductioncosts
Thatmassproductionmeanslowerproductioncosts.
Increadsalesleadtoalowerperunit.
…moreadvertisingmeanshighercoststotheconsumer.
Advertisingresultsingreatercostsforconsumers.
Consumerswillpickupthetab/billforextraadvertising.
Sampledialog.Payattentiontothecoloredexpressions.
A:Look,“Makeyourlfheard!”TheEricsson’sTVcommercialissocool.
B:IthinktheNokia’scommercialisjustasfascinating:“Connectingpeople”.
A:I’mafraidconsumerswillhavetopayfortheadvertising.
B:Ihearthattheadvertimentscreateafavorableimageorproduct,andthatleadstoconsumerloyaltybrand.
A:Couldyouexplain“consumerbrandloyalty?”
B:Imeanconsumeridentifywiththeproductandkeepbuyingit.Sometimesthey’reevenwillingtopaymore.
A:Itiscontradictorythatincreadsalesleadtoalowerproductioncostperunit,butmoreadvertisingresultsingreatercostsforconsumers.Thewinnerisalwaysthecompany.
B:Iagree.
Ufulexpressionsforthedialog.
MindifIswitchtoanotherchannel?
MayIchangechannel?
ThoTVcommercialarekillingme.
Ican’tstandanymoreTVcommercial.
There’saproductyoucandependon.
Youcantrustthatproduct.
IfIwereyou,Iwouldn’ttrustthocommercials.
Idon’ttrustcommercials.
…there’ssuchawarmfamilyfeeling.
Itisthesortofwarmthyoufeelinafamily.
Ufulexpressionsforthedialog.
…there’ssuchawarmfamilyfeeling.
It’sthesortofwarmthyoufeelinafamily.
You’rethetargetaudience.
You’retheonetheywanttoreach.
…arejustpartofascientificproject…
…followascientificapproach…
Advertirsdon’tbotherwithfactsanymore.
Advertirsnowappealtoemotions,notreason.
Sampledialog.Payattentiontothecoloredexpressions.
A:Shallweswitchtoanotherchannel?Idon’tlikethoTVcommercials.
B:Whydoyouthinkso?Look:Justdoit!Whatapowerfulproduct.
A:Idoubtit.
B:Now,lookatthisL’Orealcommercial.Themodel’sskinissosmooth.
A:Thisiswhattheywantyoutobelieve:utheproductandyouwillgetthesameskin.
B:youmeantheyarelyingabouttheproduct?Idon’treallythinkso.
A:Advertirsnowappealtoemotions,notreason.Theywantyoutoliketheirproduct.
B:Well,Idon’treallyagreewithyou,butwecanswitchtoanotherchannel.