Unit 2
更新时间:2022-09-29 19:25:38 阅读： 评论：0
SectionA Advertising
Contents
Unit2
Advertising
WarmingUp
ReadingThrough
TextA
MainIdea&Structure
Words&Expressions
Exercis
SpotDictation
ActivityI
ActivityII
WatchandDiscuss
WarmingUp
Directions:ThefollowingparagraphistakenfromTextA.listencarefullyandfillintheblankswithoutreferringtotheoriginaltext.
__________isthedifficultbusinessofbringinginformationtogreat________ofpeople.Thepurpoofanadvertimentisto_____peoplerespondtomakethem_____toanidea,suchas_______topreventforestfires,ortomakethemwanttobuyacertain________orrvice.
Advertising
numbers
make
helping
product
react
SpotDictation
Watchthefilmclipsanddiscussthefollowingquestions:
1) Whatistheadabout?
2) Whataspectoftheproductdoestheademphasize?
3) Howdoyoulikethisad?Why?
Watch&Discuss
Chine
TextA
Advertisingispartofourdailylives.Tofindproof,youhaveonlytoleafthroughamagazineornewspaperorcounttheradioortelevisioncommercialsthatyouhearinoneevening.Mostpeopleeandhearamassofadvertisingmessageveryday.Andpeoplerespondtothemanydevicesthatadvertirsutogaintheirattention.
Advertisingisabigbusiness—and,tomanypeople,afascinatingone,filledwithattractionandexcitement.Itispartliterature,partart,andpartshowbusiness.
Advertising
Para1&2
Para3&4
Advertisingisthedifficultbusinessofbringinginformationtogreatnumbersofpeople.Thepurpoofanadvertimentistomakepeoplerespond—tomakethemreacttoanidea,suchashelpingtopreventforestfires,ortomakethemwanttobuyacertainproductorrvice.
Atthebeginningofthe20thcentury,advertisingwasdescribedas“salesmanshipinprint”.Ifthisdefinitionwereexpandedtoincluderadioandtelevision,itwouldstillstandtoday.
Chine
TextA
Para7
Chine
TextA
ThefirstprintedadvertimentintheEnglishlanguageappearedin1478,morethanacenturybeforeShakespeare’sfirstplaywasproduced.ThiarlyadwastheworkofWilliamCaxton,England’sfirstprinter,whoudittoadvertireligiousbooksfromhisownstudio.CaxtonpostedsmallprintednoticesalongLondon’smainstreets.Besidesadvertisinghisproduct,heidentifiedhisshopwithacertaintrademarksothatcustomerscouldfinditeasily.
Para8&9
Thissamesortofsimple,informationaladvertisingisstillud.Examplesincludetheroadsidesignsthattelltravelersthattheycanbuyfreshcornjustdowntheroadorthatthereisarestaurantinthenexttown.
TheIndustrialRevolution,inthe18thand19thcenturies,broughtanewkindofadvertising.Largefactoriestooktheplaceofsmallworkshops,andgoodswereproducedinlargequantities.Manufacturersudthenewlybuiltrailroadstodistributetheirproductsoverwideareas.
Chine
TextA
Para9
Theyhadtofindmanythousandsofcustomersinordertostayinbusiness.Theycouldnotsimplytellpeoplewhereshoesorclothorteacouldbebought—theyhadtolearnhowtomakepeoplewanttobuyaspecificproduct.Thusmodernadvertisingwasborn.Advertisinghelpedtocreatenewmarketsandtoraistandardsoflivingaspeoplecametofeelthattheyhadarighttonewandbetterproducts.
Chine
TextA
