希望英语第二版综合教程公开课一等奖优质课大赛微课获奖课件.pptx

希望英语希望英语 （第二版）（第二版）综合教程综合教程 1 1 Unit 4 Advertising希望英语希望英语 （第二版）（第二版）综合教程综合教程 2 2 外语教学与研究出版社外语教学与研究出版社外语教学与研究出版社外语教学与研究出版社第第1页页第第1页页希望英语（第二版）综合教程希望英语（第二版）综合教程 2 2 Unit 4 AdvertisingSpeakingReading AGrammarListeningWritingPresentationReading B&Reading C第第2页页第第2页页SpeakingTask 1Task 2Task 3第第3页页第第3页页Look at the pictures on Page 50 and list words or phrases about them.Then share your work with others.Speaking Task 1Suggested Words:commercialpersuade various shopping decisioneffect poster influence attractive advertisement第第4页页第第4页页Use the following sentence patterns and the words or phrases from Task 1 to talk about the pictures on page 50.A.Of all,I likebest.B.The reason is thatSpeaking Task 2Sample Sentences:Of all these advertisements,I like the one on BMW the best.The reason is that it is simple and easy to remember.第第5页页第第5页页Work in pairs.Take turns asking your partner the following questions and make notes.Organize your notes and report to the class using the given paragraph as a model.What types of advertisements do you often see or hear?What do you feel about TV advertisements that cut your favorite movie into pieces?How do you view the relationship between advertising and your life?Speaking Task 3Model ReportTina is fond of all kinds of advertisements,particularly TV commercials.For well-made ads,she enjoys the clever use of words,pictures and music.For those that usually make people change channels,she makes fun of them and then points out how to improve them.Her great interest in advertisements makes people believe that she is going to take up advertising as her future job.But she says she is simply trying to accept advertising as something that we cannot escape from in our life.第第6页页第第6页页Reading ATask 2Task 3Task 1TextNew Words and ExpressionsTask 4Task 6Task 7Task 8Task 5第第7页页第第7页页Reading A Task 1Give brief answers to the following questions.Then ask your partner about his/her answers and take notes.1.What are some of the popular media of advertising today?Suggested Answers:Some of the popular media of advertising today include television,newspapers,radio,the Internet,an outdoor display,handouts,catalogues,etc.第第8页页第第8页页Reading A Task 12.Can you list some widely advertised products and brand names?Suggested Answers:Products:medicines,household appliances,cosmetics,automobiles,food,wines,body-building gadgets,personal hygiene products,etc.Brand names:Chinese:Haier,TCL,Konka,Dynasty,etc.Foreign:Colgate,Wrigley,Coca Cola,Pepsi,Sony,Panasonic,KFC,Kodak,etc.第第9页页第第9页页Reading A Task 2 TextAdvertisingOne of the first known methods of advertising was an outdoor display,usually an eye-catching sign painted on the wall of a building.Researchers have discovered many such signs,for example,in the ruins of ancient Rome and Pompeii.An outdoor advertisement found in Rome offers property for rent,and one found painted on a wall in Pompeii calls the attention of travelers to a hotel in another town.1第第10页页第第10页页Reading A Task 2 Text In the Middle Ages a simple but effective form of advertising was very popular.Tradespeople paid so-called“town criers”who shouted the praises of the merchants goods.Printed advertising played no big role until the invention of the printing press by Johannes Gutenberg in 1445.Now the printers and later the merchants used little handouts to advertise their products.These handouts often contained special symbols of the tradespeople and were also used as posters on walls.This form of advertisement lasted for a very long time.2第第11页页第第11页页Reading A Task 2 Text In terms of volume and technique,advertising made its greatest early advances in the United States of America.In the early times,the nation was underdeveloped and lacked long-distance transportation and communication systems.Thats why advertising across the country was not practical.But clever manufacturers had the idea of reaching the consumer directly through catalogs.So the first American mail-order houses appeared in the early 1870s.3第第12页页第第12页页Reading A Task 2 Text In the 1880s a new age of advertising began.New methods of manufacturing led to greatly increased output and decreased the costs for the producers of consumer goods.The products now could be packaged at the plant.Moreover,the telegraph network was in place and the continent had been crisscrossed by a network of railroads.4第第13页页第第13页页Reading A Task 2 Text The most widely advertised consumer products at this time had been patent medicines.In 1893 more than half of over a hundred firms spending more than fifty thousand dollars annually on advertising were patent medicine manufacturers.5第第14页页第第14页页Reading A Task 2 Text But only 20 years later,most of these firms were not patent medicine manufacturers any more but manufacturers of food,soap,cosmetics and automobiles.These firms began to market their packaged goods under brand names.Some of the first brands were Colgate,Wrigley and Coca Cola.Previously such everyday household products like milk,sugar,soap,rice and candles had been sold in neighborhood shops from bulk packages.6第第15页页第第15页页Reading A Task 2 Text In the 1920s advertisers and their agents had come to realize the radios possibilities.With its appealing programs,radio could convey their message directly to the consumer who would not need to buy a newspaper or even need to be able to read.7第第16页页第第16页页Reading A Task 2 Text In the 1950s came television which developed fast to be one of the most popular advertising media.Now advertisers could show the use of their products and present well-known people to praise them.8第第17页页第第17页页Reading A Task 2 Text Today advertisers spend millions of dollars for their campaigns,although they dont always know how effective their advertising dollars really are.Frank Woolworth once said:“I know that half of my advertising budget is wasted.The problem is that I dont know which half.”9第第18页页第第18页页Reading A Task 2 Text 广广 告告 最早为人所知广告方式之一是户外展示，通常最早为人所知广告方式之一是户外展示，通常最早为人所知广告方式之一是户外展示，通常最早为人所知广告方式之一是户外展示，通常是绘在建筑物墙上引人注目的广告标识。比如，研是绘在建筑物墙上引人注目的广告标识。比如，研是绘在建筑物墙上引人注目的广告标识。比如，研是绘在建筑物墙上引人注目的广告标识。比如，研究人员已经在罗马古城和庞培古城废墟中发觉了许究人员已经在罗马古城和庞培古城废墟中发觉了许究人员已经在罗马古城和庞培古城废墟中发觉了许究人员已经在罗马古城和庞培古城废墟中发觉了许多这样标识。他们在罗马古城发觉了一则房屋出租多这样标识。他们在罗马古城发觉了一则房屋出租多这样标识。他们在罗马古城发觉了一则房屋出租多这样标识。他们在罗马古城发觉了一则房屋出租户外广告；在庞培古城发觉了画在墙上一幅广告，户外广告；在庞培古城发觉了画在墙上一幅广告，户外广告；在庞培古城发觉了画在墙上一幅广告，户外广告；在庞培古城发觉了画在墙上一幅广告，向游客推荐另一小镇上一家旅馆。向游客推荐另一小镇上一家旅馆。向游客推荐另一小镇上一家旅馆。向游客推荐另一小镇上一家旅馆。Text第第19页页第第19页页Reading A Task 2 Text 在在在在中中中中世世世世纪纪纪纪，一一一一个个个个简简简简朴朴朴朴而而而而有有有有效效效效广广广广告告告告形形形形式式式式十十十十分分分分流流流流行行行行。商商商商人人人人雇雇雇雇用用用用所所所所谓谓谓谓“公公公公告告告告传传传传报报报报员员员员”大大大大声声声声赞赞赞赞美美美美他他他他们们们们产产产产品品品品。直直直直到到到到1445144514451445年年年年约约约约翰翰翰翰尼尼尼尼斯斯斯斯谷谷谷谷登登登登堡堡堡堡创创创创造造造造了了了了印印印印刷刷刷刷机机机机，印印印印刷刷刷刷广广广广告告告告才才才才开开开开始始始始发发发发挥挥挥挥主主主主要要要要作作作作用用用用。这这这这时时时时印印印印刷刷刷刷商商商商和和和和随随随随后后后后商商商商人人人人开开开开始始始始使使使使用用用用小小小小传传传传单单单单来来来来宣宣宣宣传传传传他他他他们们们们产产产产品品品品。这这这这些些些些传传传传单单单单通通通通常常常常印印印印有有有有商商商商人人人人特特特特殊殊殊殊标标标标识识识识，并并并并且且且且也也也也能能能能够够够够作作作作为为为为海海海海报报报报贴贴贴贴在在在在墙墙墙墙上上上上。这种广告形式延续了很长一段时间。这种广告形式延续了很长一段时间。这种广告形式延续了很长一段时间。这种广告形式延续了很长一段时间。Text第第20页页第第20页页Reading A Task 2 Text 就就就就规规规规模模模模和和和和技技技技术术术术而而而而言言言言，广广广广告告告告业业业业是是是是在在在在美美美美国国国国取取取取得得得得了了了了早早早早期期期期大大大大发发发发展展展展。早早早早期期期期美美美美国国国国并并并并不不不不发发发发达达达达，缺缺缺缺乏乏乏乏长长长长途途途途运运运运送送送送和和和和通通通通信信信信系系系系统统统统，因因因因而而而而在在在在全全全全国国国国范范范范围围围围内内内内做做做做广广广广告告告告行行行行不不不不通通通通。但但但但聪聪聪聪明明明明生生生生产产产产商商商商想想想想出出出出了了了了通通通通过过过过产产产产品品品品目目目目录录录录册册册册直直直直接接接接与与与与消消消消费费费费者者者者建建建建立立立立联联联联系系系系方方方方式式式式。这这这这样样样样，在在在在19191919世世世世纪纪纪纪70707070年年年年代代代代初初初初美美美美国国国国出出出出现现现现了了了了第第第第一一一一批邮购商号。批邮购商号。批邮购商号。批邮购商号。Text第第21页页第第21页页Reading A Task 2 Text 19191919世世世世纪纪纪纪80808080年年年年代代代代，广广广广告告告告业业业业新新新新时时时时代代代代开开开开始始始始了了了了。新新新新生生生生产产产产方方方方式式式式使使使使产产产产量量量量大大大大幅幅幅幅增增增增长长长长并并并并减减减减少少少少了了了了消消消消费费费费品品品品生生生生产产产产商商商商成成成成本本本本。现现现现在在在在产产产产品品品品能能能能够够够够在在在在工工工工厂厂厂厂里里里里进进进进行行行行包包包包装装装装了了了了。另另另另外外外外，电电电电报报报报网网网网已经投入使用，铁路网也遍及北美大陆。已经投入使用，铁路网也遍及北美大陆。已经投入使用，铁路网也遍及北美大陆。已经投入使用，铁路网也遍及北美大陆。Text第第22页页第第22页页Reading A Task 2 Text 在在在在这这这这个个个个时时时时期期期期广广广广告告告告宣宣宣宣传传传传最最最最多多多多消消消消费费费费产产产产品品品品是是是是成成成成药药药药。1893189318931893年年年年，在在在在年年年年广广广广告告告告费费费费用用用用超超超超出出出出5 5 5 5万万万万美美美美元元元元一一一一百百百百余余余余家家家家公公公公司司司司中，有半数以上都是成药生产商。中，有半数以上都是成药生产商。中，有半数以上都是成药生产商。中，有半数以上都是成药生产商。Text第第23页页第第23页页Reading A Task 2 Text 但仅过了，在广告大户中占多数已不再是但仅过了，在广告大户中占多数已不再是成药生产商，而是食品、肥皂、化妆品和汽成药生产商，而是食品、肥皂、化妆品和汽车生产商。这些公司开始使用具牌来推销其车生产商。这些公司开始使用具牌来推销其带包装产品。最早品牌有高露洁、箭牌和可带包装产品。最早品牌有高露洁、箭牌和可口可乐。以前牛奶、糖、肥皂、大米和蜡烛口可乐。以前牛奶、糖、肥皂、大米和蜡烛等家庭日用具只是以散装形式在居住区附近等家庭日用具只是以散装形式在居住区附近商店零售。商店零售。Text第第24页页第第24页页Reading A Task 2 Text 20世纪代，广告客户和他们代理商逐步世纪代，广告客户和他们代理商逐步意识到能够通过电台做广告。通过精彩节目，意识到能够通过电台做广告。通过精彩节目，电台能够将广告客户产品信息直接传递给消电台能够将广告客户产品信息直接传递给消费者。消费者不需要买报纸，甚至不需要识费者。消费者不需要买报纸，甚至不需要识字。字。Text第第25页页第第25页页Reading A Task 2 Text 20202020世世世世纪纪纪纪50505050年年年年代代代代出出出出现现现现了了了了电电电电视视视视，它它它它不不不不久久久久发发发发展展展展成成成成为为为为最最最最受受受受欢欢欢欢迎迎迎迎广广广广告告告告媒媒媒媒体体体体之之之之一一一一。广广广广告告告告客客客客户户户户能能能能够够够够展展展展示示示示如如如如何何何何使用他们产品，还能够邀请名人来做宣传。使用他们产品，还能够邀请名人来做宣传。使用他们产品，还能够邀请名人来做宣传。使用他们产品，还能够邀请名人来做宣传。Text第第26页页第第26页页Reading A Task 2 Text 现在广告客户花费成百上千万美元做宣传，尽现在广告客户花费成百上千万美元做宣传，尽现在广告客户花费成百上千万美元做宣传，尽现在广告客户花费成百上千万美元做宣传，尽管他们有时并不知道花这样多钱到底效果如何。弗管他们有时并不知道花这样多钱到底效果如何。弗管他们有时并不知道花这样多钱到底效果如何。弗管他们有时并不知道花这样多钱到底效果如何。弗兰克兰克兰克兰克伍尔沃思曾经说过：伍尔沃思曾经说过：伍尔沃思曾经说过：伍尔沃思曾经说过：“我知道二分之一广告预算都被浪费了。我知道二分之一广告预算都被浪费了。问题是我不知道是哪二分之一。问题是我不知道是哪二分之一。”Text第第27页页第第27页页Reading A Task 2 Language Pointsn.show or exhibite.g.e.g.The foods were on display in the shop window.TranslationTranslation：她绘画正在艺术画廊展出。她绘画正在艺术画廊展出。Her paintings are on display at the art gallery.displayTextParagraph 1第第28页页第第28页页Reading A Task 2 Language Pointsa.striking and easily noticeable,esp.because it is pleasant to look ate.g.The old man is wearing an eye-catching suit.Translation：在大都市，你会看到许多引人：在大都市，你会看到许多引人注目招贴广告。注目招贴广告。In big cities you can see many eye-catching posters.eye-catchingText第第29页页第第29页页Reading A Task 2 Language Pointsn.remains(of a building or buildings)e.g.e.g.We picked our way through the ruins of the bombed building.Translation:Translation:那座古堡现已成为一片瓦砾。那座古堡现已成为一片瓦砾。The old castle stands in ruins.ruinsText第第30页页第第30页页Reading A Task 2 Language Points The period in European history between about 1100 AD and 1500 AD(or sometimes,in a wider sense,between 500 AD and 1500 AD)the Middle AgesTextParagraph 2第第31页页第第31页页Reading A Task 2 Language Points n.words that praise someone or somethinge.g.e.g.Tom is loud in his praises of his new car.Translation:Translation:王婆卖瓜，自卖自夸。王婆卖瓜，自卖自夸。Every peddler praises his own needles.praisesText第第32页页第第32页页Reading A Task 2 Language Points n.function or importance of somebody/somethinge.g.e.g.The local priest played a leading role in settling the dispute.Translation:Translation:在教学活动中，教师充当导演角色和演员角色。在教学活动中，教师充当导演角色和演员角色。In teaching activity,a teacher acts roles of director and actor.roleText第第33页页第第33页页Reading A Task 2 Language Points n.forward movement;progresse.g.e.g.Science had made great advances in the last fifty years.Translation:Translation:他学习成绩最近有很大进步。他学习成绩最近有很大进步。He has made great advances in his study lately.advanceTextParagraph 3第第34页页第第34页页Reading A Task 2 Language PointsA method of buying and selling in which the buyer chooses goods at home and orders them from a company which sends them by poste.g.e.g.The toys are available by mail order from Opi Toys.Translation:Translation:在西方，人们经常邮购商品，这能够节约许在西方，人们经常邮购商品，这能够节约许多时间。多时间。In the West,people often buy goods by mail order,which can save a lot of time.mail orderText第第35页页第第35页页Reading A Task 2 Language Pointsbusiness firms dealing in mail-order goods mail-order housesText第第36页页第第36页页Reading A Task 2 Language Points in existence and ready to be usede.g.e.g.The new regulations are now in place.Translation:Translation:你要将房间东西各归其位。你要将房间东西各归其位。You should put everything in your room in its place.in placeTextParagraph 4第第37页页第第37页页Reading A Task 2 Language Pointsv.to mark with a pattern of crossing linese.g.Train tracks crisscross the country.Translation:Translation:四线干道纵横交叉布于全国四线干道纵横交叉布于全国。Four-lane highways crisscross the country.crisscrossText第第38页页第第38页页Reading A Task 2 Language Pointsv.to persuade people to buy,esp.by using skills of advertisinge.g.e.g.If the book is properly marketed,it should sell very well.Translation:Translation:这个产品在每个欧洲国家都有销售。这个产品在每个欧洲国家都有销售。This product is being marketed in all European countries.marketTextParagraph 6第第39页页第第39页页Reading A Task 2 Language Points n.person who acts for,or who manages the business affairs of otherse.g.e.g.Our agent in Rome deals with all our Italian business.Translation:Translation:普通情况下，我们给代理商百分之一佣金。普通情况下，我们给代理商百分之一佣金。Usually a 1%commission is given to our agent.agentTextParagraph 7第第40页页第第40页页Reading A Task 2 Language Pointsto begin to do something as a result of time or experiencee.g.e.g.In time you may come to like it here.Translation:Translation:细想一下，他话有些道理。细想一下，他话有些道理。Come to think of it,there is some truth in what he e to(do something)Text第第41页页第第41页页Reading A Task 2 Language Pointsto make(ideas,feelings,etc.)known to another persone.g.I want to convey to children that reading is one of lifes greatest treats.Translation:Translation:请转达我对你家人慰问。请转达我对你家人慰问。Please convey my sympathy to your family.convey something to(to somebody)Text第第42页页第第42页页Reading A Task 3Read the passage again and fill in the following table.Development of AdvertisingTime FactsIn ancient timesIn the Middle AgesAfter 1445Outdoor displays were used“Town criers”were paid to shout the praises of the merchants goods.Printed advertising started to play a big role.Handouts were used.第第43页页第第43页页Reading A Task 3Development of AdvertisingTime FactsIn the early 1870sIn the 1880s In the 1900s The first American mail-order houses appeared so that manufacturers could reach the consumer directly through catalogs.many manufacturers began to advertise their products.Firms began to market their packaged goods under brand names.第第44页页第第44页页Reading A Task 3Development of AdvertisingTime FactsIn the 1900sIn the1920sIn the 1950sFilms began to market their packaged goods under brand names.Radio was used for advertising.Television appeared and developed fast to be one of the most popular advertising media.第第45页页第第45页页Reading A Task 4Fill in the blanks with words or phrases from the reading on Page 53 according to the meaning in the column on the right.The first letters are already given.Then compare with your partner.belonging to times long agohave or hold something within itselfoffer something for saletake or carry from one place to another very noticeable,attractivecause something to become smaller or fewerwrap up something in paper or put in a boxproducing the desired resultkept and used in a houseworking or able to be used a_ c_m_c_e_d_p_e_h_i_ p_ ncient ontain arket onvey ye-catching ecrease ackage ffective ouseholdn lace第第46页页第第46页页Reading A Task 5 Complete the following sentences with words or phrases from Task 4.Change word forms if necessary.1.Their products are always attractively _ and,as a result,sell very well.2.Nowadays many people believe that _ Rome and Greece are important sources of learning.3.His efforts to improve the living conditions of the local people have been very _.4.Th