Advertising
Teaching aims:
I. Words and expressions:
aeroplane
telegram L 18
L 19 四
会
firm typist express satisfaction description
umbrella board gift jokingly review researcher
advantage
translation handsome companion blame housewife
librarian luggage tense
L 17
L 18
L 19
三
会
advertise Legend Computer Group Corporation product
boring comment ad = advertisement bring in humor
humorous description
hand in hand poster try out failure microcomputer
viewer freeway
fragile insert split SOS sincerely
L 17
L 18
L 19
L 20
二
会
II. Everyday English:
I think it would be a good idea to…
Do you think so? I (don’t) agree with… I (don’t) think so.
Do you think that … I’m afraid I can’t agree with you.
That’s true/right. Of course. I agree.
What exactly are you suggesting? No problem.
III. Grammar:
Review the usage of the past participle used as attribute,
Predicate, object complement and adverbial.
IV. The use of the language:
运用所学语言,围绕广告的作用这一题材, 完成有关的听,说,写的任务; 阅读课文 “Advertising”, 确切理解, 让学生了解广告的一般常识及其作用, 并完成有关课文内容的练习.
Lesson 17
Step 1 Presentation
SB Page25 Part 1. Ask questions about advertising like these:
Where can you find advertisements? / Why do companies advertise?
Do you watch advertisements on TV? / Which are your favorite
advertisements?
Step 2 Reading
Read the dialogue silently and find out the answer to this question:
Whose ideas for the advertising program are the best? Bob’s ideas.
Ss try to guess the meaning of user , product , humorous , comments ,
typist , satisfaction. Teach the new words.
Step 3 Dialogue
Go through the dialogue briefly and make sure the Ss understand it.
1. Any ideas? = Have you got any ideas? Or Are there any ideas?
在对话中经常出现这种省略句. 如: OK = That’s OK. No problem
= There’s no problem. Easy = That’s easy.等
以any 或 any 的合成词开头的省略句, 常用于对话, 以征求意见或了解情况. 例如:
Any questions? / Any news? / Anything to say? / Anything else? = Do you want anything else? / Anybody else? = Is there anybody else?
2. I think it would be a good idea to have comments from secretaries and typists: A secretary is usually paid more than a typist. A secretary, in addition to doing typing, may be asked to arrange a manager’s appointments, to take notes during meetings and so on.
I think it would be a good idea to do sth. 是委婉地提出建议的交际用语. Eg. ①A: I’m afraid I’m putting on weight.
B: I think it would be a good idea to keep on doing mor-
ning exercises.
②A: I haven’t got any information on this matter.
B: I think it would be a good idea to ask your secretary.
3. express their satisfaction with the product = to say that they are happy
with the quality of the product they are using.
express one’s satisfaction with… “对…表示满意”
①The organizers expressed their satisfaction with the preparation
for the conference.
②His wife has never expressed her satisfaction with the living con-
ditions.
4. Do you think so? A polite way of disagreeing with someone.
Eg. A: How do you think of Bob?
B: Perhaps he’s nice, but he’s very quiet. He seldom says anything
A: Do you think so? Do you think he doesn’t like talking? There
he comes, talking with friends. Look, how cheerful he is.
5. So what exactly are you suggesting?
So 是连词, 有”因此” “那么”的意思
…are you suggesting 句中用现在进行时表示将来, 原句相当于
So what exactly are you going to suggest?
eg. ①Who is designing the advertisement?
②When are you having a holiday?
③How long are you staying in London?
6. We can bring in some humor too.我们还可以插进点幽默的话语.
bring in “带进”, “引来”
eg. ①Bring the washing in. It’s raining.
②The foreigners brought in new things and new ideas.
③The Normans brought in many laws and social customs.
7. ad: short for advertisement.
8. A list of recent customers = a list of people who have recently bought the product.
9. What kind of advertisements do you read or watch on TV, if any?
…if any = …if you read any.在复合句中,如果从句的某成分同主句
的成分相同的话,常常可以省略,以避免重复.
Eg. ①We’ll certainly help you if we can.(help you.)
②They’ll get everything ready tomorrow if not earlier? =
…if they can’t get it ready earlier?
Step 4 Practice
SB Page25, Part2 Free discussion to practise oral fluency.
How to express agreement or disagreement.
Agreement: Of course./ That’s true./ Right./ I agree./ I think so.
Disagreement: Do you really think so? / I don’t agree with you.
I don’t think that…/I’m afraid I can’t agree with you.
Step 5 Workbook
Wb Lesson 17, Page 89 Exx, 1and2
Homework
Ss try to retell the story.
Lesson 18
Step 1 Revision
1.Revise the dialogue in Lesson 17.
2.Check the homework exercises.
Step 2 Presentation
SB Page26, Part 1. Read aloud the questions at the top of
the passage. Then read the passage, at last find the answers
to the questions. Answers: 1. It makes a product cheaper.
2. Five.
Step 3 Reading
Questions:
1.Why is advertising so popular? 2. What can be advertised?
3.What forms of advertisements can be used?
4. How are advertisements made?
5. What is done when an ad is ready?
Ss guess the meaning of hand in hand/think up/try out
Language points:
1.highly developed = extremely developed, using many
different techniques.
2. has gone hand in hand with = has progressed at the same
time as
3. large boards: known as billboards
4. Once managers would say jokingly = Once managers
used to talk about the money which they spent on adver-
tising in the following way.
would do 此处表示过去的习惯
e.g. ① Often he would take a seat at the back before the
lectures began.
②He would make a suggestion or two when he read a report
from his men.
Jokingly adv. 在此作状语 类似的词有:smilingly/surprisingly/
Understandingly
Eg. ①She explained the whole story and her boss nodded under-
standingly.
②He replied laughingly, “Aren’t you making the same mis-
takes?”
③The musician smiled approvingly while the little girl was
playing the piano.
5. “I know…which half.” = I know that much of the money
which I spend on advertising is wasted, but I do not know
exactly which part of this money is wasted.
6. Also present will be a person who thinks up…
Note the inversion. A person who thinks up …will also be
present.
Eg. ①With him was a man of no more than forty.
②Present at the conference were scientists and writers
from many countries.
③ Also attending the meeting were government officials, business-
men and bankers from different parts of the countries.
Also note the use of the Present Simple for describing a
routing.
think up = imagine; invent “想出”, “设计出”
eg. ①She thought up a funny game for the children to play.
②The prisoners tried to think up a plan for escape.
7. buy space = technical term for buying part of a page in a
newspaper for an advertisement
8. buy time : technical term for buying a period of time on
TV for an advertisement (e.g. 15seconds/ 1 minute)
9. try it out: try using the advertisement.
10. P27 图片的下面LX P5/90-the highest level of Chinese
Microcomputer 指联想P5/90型最高级的中国微机.
P = Pattern(型)的缩写.
11.Isn’t it time you made someone’s life a bit easier? 该是
让人们生活略微轻松一点的时候了吧
It’s time sb. did sth. 虚拟语气的一个句型
① It’s time we started our work.
② It’s time you gave a reply to us.
③Is it time you got things ready?
Step 4 Reading aloud
Play the tape of Lesson18 for the Ss to listen and follow.
Step 5 Note making
SB Page27, Part2 Ss do it individually. They can refer to
the text. Suggested notes are on Page39 TB.
Step 6 An advertisement
SB Page27, Part3 Do it in class.
Step 7 Workbook
Wb Lesson 18,Exx1-2. Let the Ss review how to write a
business letter first. We can refer to TB Lesson20 Step7
Step 8 Consolidation
Ask the Ss what they have learned about advertising in this
unit. Get them to retell the text.
Homework
Finish off the Workbook exercises.
Lesson 19
Step 1 Revision
1. Check the homework exercises.
2. Ask Ss to tell you about 5 advertisements which they’ve
seen recently.
Step 2 Preparation for reading
SB Page28, Part1. Ss read the passage quickly and answer
this question:
What is one danger with selling your product abroad?
(You must make sure that the translation is correct.)
Step 3 Reading
Ss read the passage quickly. Answer the following ques-
tions.
① Why do people read advertisements?
② What mistake was made in the translation of the ad for hair cream?
③ What mistake was made in the car ad?
Language Points:
1. What makes a good advertisement? = What makes an ad a good one. Make “有条件成为”
①David will make a very good football player.
②Cold tea makes a good drink in summer.
③What makes a good translation? It must be true to the
the original, and clear and easy to understand.
2.Th translation = the translation of the ad.
3.Nobody bought the product, however, because when translated it
meant “X puts living things into dry hair.”
when translated = when it was translated 相当于一个时间状语从 句.当从句的主语与主句的主语一致, 而从句的谓语是be时,则主语和be均可省略,而成为when + done
eg. ①Your exercises must be handed in immediately when finished.
②The shop assistant when spoken to didn’t make an answer.
4. living things = insects.
Step 4 Practice
SB Page28 Part2 Teach the new words: telegram, blame
companion, freeway, housewife, librarian.
Ss do it themselves. Then check the answers.
Step 5 Practice
SB Page29 Part3 Ss have to make sensible sentences. For
answers, refer to TB P40.
Step 6 Practice
SB Page29 Part 4. Practise: have sth. done. TB P41
Step 7 Practice
SB Page 29 Part 5. For answers refer to TB P41
Step 8 Workbook
Wb Lesson 19, Exx1-3
Homework
Finish off all the workbook exercises.
Lesson 20
Step 1 Revision
1. Check the homework exercises.
2. Revise the structure have sth. done
Step 2 Checkpoint
Go through checkpoint 5. Revise the past participle.
Step 3 English in use
SB Page30 Part2. Ss do it in pairs, then check the answers.
“SOS” , 这是国际通用的(船舶,飞机等的)呼救信号, 即
无线电报中所用的摩尔斯电码: …---…
Step 4 Writing
SB Page30 Part3. A plan for the letter.
Para1 Introduction: He Xianlin’s letter
Para2 Reply to her offer to sell the computer.
Para3 If interested, arrange a time. if not interested, thank
her.
For sample version, refer to TB P43. Pay attention to the
notes below the letter.
try out: “试验”, “检验”
eg. ①Have the advertisers tried out the microcomputer
themselves?
②The idea seems fine but we need to try it out in
practice.
Step 5 Workbook
Wb Lesson20 Exx.1-3
Homework
Finish off the workbook exercises.
Listening (omitted here)
Please refer to TB41