1、Lesson 3THE ADVERTISING GAMELesson 3Language Pointssuitable adj.合适的，适宜的be suitable for 适合于be suitable to do sth 适合做某事suit v.适合suit ones needs 符合某人的需要反unsuitable adj.不合适的，不适当的There will be displays throughout the festival,which are _(suit)for anyone aged ten and over.要找个对每个人都合适的时间很困难。Its difficult to
2、 find a time that _(suit).Its difficult to find a time that _(suitable).suitablesuits everybody is suitable for everybody attract vt.吸引attract ones attention 引起某人的注意=draw ones attentionadj.attractive adj.吸引人的，有魅力的n.attraction n.吸引；吸引力；吸引人的事物adv.attractively adv.有魅力地，有吸引力地be attractive to.对有吸引力a tour
3、ist attraction 旅游景点作“名胜，吸引人之物”讲是可数名词；而作“魅力，吸引 力”讲是不可数名词As one of the most _ places,Mount Wuyi _ millions of tourists each year,and one of its most famous tourist _ is the Nine Bend River.(attract)attractiveattractsattractionsconsist of 由构成(没有被动语态，也不用于进行时)=be made up of 由组成=be composed of 由组成这支医疗队是由5
4、名医生和10名护士组成的。The medical team _ five doctors and ten nurses.The medical team_ five doctors and ten nurses.=_(make up)consists ofis made up of/is composed ofFive doctors and ten nurses make up the medical team.consist in(lie in)存在于，在于consist with（=be consistent with）与一致adj.consistent adj.一致的n.consist
5、ency n.一致性，同一性The beauty of the city consists _ its magnificent buildings.The United Kingdom consists _ Great Britain and Northern Ireland.It took them three days to complete the project _(consist)of three complicated procedure.More often than not,what the stubborn does consists _ what he says.The r
6、esults are entirely _(consist)with our earlier research.inofconsistingwithconsistentcompetitive adj.竞争性强的，有竞争力的compete in 参加比赛compete for 为争取而竞争As the youngest _,I had to _ the writing contest _ 20 other top students _ the annual writing award.I must be very _to be the winner.作为最小的参赛者,我必须和另外20名顶尖的学生
7、在写作比赛中竞争以获得年度写作奖。要成为获胜者,我必须有很强的竞争力。competitorcompete inagainst/withforcompetitivecombine vi.&vt.(使)结合，(使)组合combine sth with sth 把某物与某物结合起来combine to do sth 联合起来做某事bination n.结合，联合；结合体in combination with.和相结合The new treatment can be used either alone or in combination with the traditional one.Technol
8、ogical innovation,_(combine)with good marketing,will promote the sales of these binedlink vt.把联系起来n.联系，关联link up 联合，连接link up with 与连接，联合link.to/with 将与联系/连接起来A chain is no stronger than its weakest link.谚一环薄弱，全链易断。The relationships you develop now will probably be lined _ the ones you value later,s
9、o be wise about the people who you invest yourself in._(link)arms with one of the instructors,I helped carry the young man out of the water.Detectives have linked the breakin _ a similar crime in the area last year.to/withLinkingto/withfundamental adj.根本的；基本的；基础的n.(常用复数)基本规律/原理，根本法则the fundamentals
10、of mathematics 数学基本原理commercial adj.商业的，商务的n.商业广告commerce n.商业，贸易=tradeoriginate vt.创始，创造词根origin n.起源，起因；出身，血统original a.原始的；最初的；独创的；新颖的originally adv.最初，起初；本来originality n.独创性，创意；创造力locate vt.位于；找出的准确位置be located in/at 位于（1）The Great Wall,with a history of more than two thousand years,_(locate)in
11、northern China.（2）_(locate)where the Belt meets the Road，Jiangsu will contribute more to the Belt and Road construction.is located Located sew v.缝，缝纫，缝补过去式：过去分词:sewedsewed/sewn budget n.&v.（1）n.预算 on a（tight）budget 节省地，控制预算地 within/over budget 在预算内/超出预算 have large budgets 预算充足They have rebuilt the o
12、ld church located at the foot of the mountain on a tight budget.他们在预算紧张的情况下重建了山脚下的教堂。（2）vi.&vt.把编入预算It is said that the company will budget$2 billion to advertise their products to enhance their reputation.据说该公司将拨出20 亿美元的预算用于为其产品做广告，以提高其声誉。boostv.促进，推动n.增长，向上一推Each“like”boosts my confidence.When I w
13、as feeling down,talking to my mother always gave me a boost.booster n.加强剂量；助推器anticipate vt.预期，预料anticipate doing sth.期望做某事We anticipate/look forward to hearing from you again.anticipation n.预料，预期；预感；预知；盼望，希望participate vi.参加，参与participate with sb in sth 与某人分担某事；同某人参与某事participation n.参与；分担participa
14、nt n.参加者不一样的“参加”：（1）participate in/take part in the sports meeting/the tournament 参加运动会/锦标赛（2）join the army/League/Party 参军/入团/入党（3）attend the meeting/ceremony/wedding 出席会议/出席仪式/参加婚礼（4）attend school/class 上学/上课Lesson 3THE ADVERTISING GAMEHave you ever bought anything as a result of seeing,hearing or
15、 reading advertisements?What makes an advertisement attractive?the product name the name of a company words of experts humorous language the concept of freedom pictures or images the unusual idea the designWhat is your attitude towards advertisements?How are you or people around you influenced by ad
16、vertisements?the name of a companywords of expertsWhat information does these advertisements convey?the concept of freedomthe place from which the product originatesGood to the last drop.A diamond is forever.De Beers钻石恒久远，一颗永流传。滴滴香浓，意犹未尽。Think different.The best or nothing.I am loving it.The passage
17、 below is about advertising.Skim through the passage.What is it mainly about?a.Different types of advertisementsb.The development of advertisementsc.Different attitudes towards advertisementsWhat is the text type of this passage?a.explanatory text/expositionb.narrative text/narrationc.argumentative
18、text/argumentationWhat helped you identify the text type?Identifying Text TypesYou can identify the text type based on the following information:titles(e.g.A sea Story,A Medical Pioneer);Skill Builder根据文章的标题推测语篇类型。例如，根据文章的标题推测语篇类型。例如，“A SEA STORY”可能可能是一篇记叙文；是一篇记叙文；“A MEDICAL PIONEER”则可能是一篇描写则可能是一篇描写
19、文；而文；而“THE ADVERTISING GAME”可能是一篇说明文。可能是一篇说明文。text structures(e.g.time order,argument and supporting details);通过寻找段落主题句或关键词的方法来确定语篇类型。在本通过寻找段落主题句或关键词的方法来确定语篇类型。在本文中，我们从文中，我们从The advertising industry started with.,Classic advertisements used to give information.,For many of todays advertisers.这些关键信息中
20、发现文章按照时间这些关键信息中发现文章按照时间顺序介绍广告的发展历程。顺序介绍广告的发展历程。typical expressions(e.g.once upon a time,in conclusion).关注一些典型表达。说明文最大的特点是关注一些典型表达。说明文最大的特点是内容科学、结构内容科学、结构条理、语言严密条理、语言严密，它往往通过，它往往通过下定义、举例子、列数字、下定义、举例子、列数字、打比方等说明方法进行阐述打比方等说明方法进行阐述。这些方法可以从一些典型表。这些方法可以从一些典型表达中看出，如：达中看出，如：known as,that is,for example等。在本文
21、第等。在本文第四段中，作者通过四段中，作者通过举例子举例子的方法说明现代广告是设计和创的方法说明现代广告是设计和创意的综合体；最后一段，作者采用相同手法举例说明公益意的综合体；最后一段，作者采用相同手法举例说明公益广告这种非营销性质的广告对社会的贡献。我们通过锁定广告这种非营销性质的广告对社会的贡献。我们通过锁定关键词关键词For example可快速识别。可快速识别。This is an explanatory text.It introduces the development of advertisement in the order of _.timeUnderline the mai
22、n idea of each paragraph.para.1para.2para.3para.4para.5para.6The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them.Classic advisements used to give information about finding certain products.In modern times,advertisements need to a
23、ttract and hold the attention of the public.Modern advertisements need something else to separate them from their competitors.Ideas that would work in the past genuinely are not as effective now.Some advertisements nowadays aim to make a contribution to society and welfare.Read the whole passage.Com
24、plete the table.Then write three headings that can categorise the information in the first row.Types_Classic adsgive information about _to tell people _ not suitable when _ _ not attractiveModern ads consist of _ _ apply _ to show people _ _ to make ads _ _ not enough to _finding certain productswha
25、t the company sells,where they are located and the name of the productproducts and services are in direct competition with each otherpictures or words from expertsmodern design techniqueshow good the product isvisually attractivebe noticedpara.13Types_Improved modern adscombine _ _ _ with _ _use con
26、cepts including _to stand out _to make people believe that _ _repeating old ideasnot _It does not matter _ _ _ _.the highest standard of design waysin a world of competitive advertisingeffectivecreativefreedom,happiness,wealth and successthey“must have the product”how attractive the idea linked with
27、 the product ispara.4Types_Further improved modern adsuse humour as well as _ _ _ _ _Public adshelp to increase public knowledge and _ to encourage citizens to _ _ _to educate the public _ _ new and unusual ideasto create something that has never been seen beforeto surprise peopleto make people forg
28、et that someone is trying to sell them something make our society a better place for everyoneparticipate in improving their neighbourhood,protecting the environment and helping other peopleon fighting AIDS,saving water,helping the poor,giving up smoking para.56FeaturesPurposesProblemsExamples are us
29、ually used to help readers understand the writers ideas more easily and clearly.Several good examples are used in the text.Decide what the examples are for.1.For example,it could be“Shanghai Sewing Machines”,or“Tsing Tao Beer Corporation”.A.To show what classic advertisements looked likeB.To show tw
30、o cities where the best products were madeC.To show the sewing and beer industrys development then2.For example,some advertisements may suggest that buying a car can make you free.A.To show how competitive the advertising industry isB.To show how car companies are selling their productsC.To show how
31、 advertisements use creative ideas to sell things3.For example,there are public advertisements,which encourage citizens to participate in.and helping other people.A.To show why people make contributions to societyB.To show the contributions public advertisements makeC.To show how citizens are involv
32、ed in public affairs作者表达观点作为衔接过渡，转到举例部分详细说明了公益广告可以为社会做出的贡献再次强调了自己的观点Classic advertisements used to give information about finding certain products.used to dobe used to dobe used to doing 过去经常（一直）发生 被用来做.习惯于做.used to do 的否定式：used not to/didnt use toused to do 的疑问句：把used 放到句首。借助助动词did 并放到句首，把used 变为us
33、e。以前，经典的广告会给出识别产品的信息。It was likely to be the name of a company,part of which might include the name of the place from which the product originated.be likely to be sth 很可能是很可能是which引导的非限制性定语从句，修引导的非限制性定语从句，修饰先行词饰先行词the name of a companywhich引导的限制性定语从句，这里引导的限制性定语从句，这里介词介词from前置，前置，from which=where,ori
34、ginate from 源自于源自于 这些信息很可能是公司名，其中一部分可能包含产品的原产地。这些信息很可能是公司名，其中一部分可能包含产品的原产地。From the name you would know what the company sells,where they are located,and the name of the product.what,where,and the name of the product 三者都作三者都作know的宾语。的宾语。一看名字，你就知道这些公司销售的具体产品、所在地点及产品名称。一看名字，你就知道这些公司销售的具体产品、所在地点及产品名称。介
35、词短语前置介词短语前置However,not all advertising is about selling products and services for a profit.然而，并非所有的广告都是以盈利为目的销售产品与服务。(1)部分否定：否定词not与both,all,every,each,everybody,everything等不定代词或形容词连用，意为“不都是，并非都”。(2)完全否定：常用no,none,never,nobody,nothing,neither,no one等表示。(3)部分否定：not both/all/every/each/everybody/every
36、thing/.both/all/every/each/everybody/everything/.not.All these books are not popular with people._ are popular with people.Not all these booksComplete the sentences using the correct form of the phrases below.originate from link with consist of participate in combinewith1.You should try to _ exercise _ a healthy diet.2.The advertising team _ people from different areas.3.The idea of the advertisement was _ a film.4.I dont like any activity _ commercial purposes.5.Id like to _ neighbourhood activities,but I dont have bine with consists of originated form linked with participate in
