Unit 5 Getting the message
Teaching aims and demands：
| 类别 | 课程标准要求掌握的项目 |
| 话题 | Talking about advertising and advertisement. |
| 词 汇 | convey advertise advertiser brand consideration charge loss blame broadcast post react annoy annoying accuse associate appeal frequent figure salesman saleswoman profit campaign policy spokesman illegal target sneaker nowadays nephew waitress hostess bridegroom attach discount bonus |
| take…into consideration in charge （of） hand in hand get across appeal to keep an eye out for sb./sth. point out make sense | |
| 功 能 | 表达和评价不同观点 （Expressing and evaluating different views） You are quite right. I’m afraid I can’t accept that. I quite agree with you. I wouldn’t say that. I think so, too. Not really. I see your point, but… That’s not how I see it. That’s ridiculous. I’m afraid I have a different opinion. 抱怨投诉和表达情感 （Making complaints and expressing emotions） It really bothers me when the ads on TV sometimes show women as young, beautiful and stupid. I am angry about the ads for weight loss products. I’m afraid I’ve got a complaint about… I hate to bring it up, but… I can’t stand it when… I want to get my money back because… I’m really annoyed with… I really hate… It makes me sick… I’m upset about… …drives me mad! …is really annoying. |
| 语 法 | 复习宾语补足语 （Review the Object Complement） 名词、副词、形容词、介词短语、动词不定式、过去分词和-ing形式可以用来充当宾语补足语 |
Part 1: Vocabulary
I. Words: 根据释义写单词：
1. a person or company that design advertisements for products a_______________
2. a product’s name that makes it different from others b_______________
3. be attractive or interesting a_______________
4. a man whose job is selling things s_______________
5. a man who speaks as the representative of an organization s_______________
6. a planned set of activities carried out to achieve a certain goal c_______________
7. an object fired at during shooting practice t_______________
8. a reduction in the usual price of something d_______________
9. something good that you get in addition to something you were expecting b_______
10. an amount of money gained through doing business p_______________
Keys:
1. advertiser 2. brand 3. appeal 4. salesman 5. spokesman
6. campaign 7. target 8. discount 9. bonus 10. profit
II. 选用所给动词完成句子
| convey advertise blame broadcast react annoy accuse associate appeal attach |
Suppose you are a computer salesman. How would you （1） ________________ if people didn’t want to listen to you and even （2） _________________ you of trying to mislead them? Don’t get （3） _____________ if this happens and don’t be too quick to （4） ______________ yourself for not doing a good job. People often make their choices after seeing or hearing ads that are （5） ______________ on TV or over the radio. （6） ______________ products are preferred, not because they are better, but because they are better known. If you want to influence the choices people make, first you have to （7） ______________ your product with what you need. The best chance to make them stop and listen to you is to （8） ____________ to their emotions. Sometimes, people are more willing to buy the positive concepts, such as love, health, happiness and success, that have been （9） ______________ to the product. If they accept the information you are trying to （10） ______________, you have a better chance to get them as your customers.
Keys:
1. react 2. accused 3. annoyed 4. blame 5. broadcast
6. Advertised 7. associate 8. appeal 9. attached 10. convey
Part 2: Language points:
I. The development of radio, television and other media has gone hand in hand with the development of advertising. 广播、电视和其它媒体与广告业同步发展。
go… with: 与……同行; 和……紧密相连
Happiness doesn’t necessarily go with money.
go… with: 与……相配; 一道用
Brown shoes don’t go well with a black suit.
Red wine _____________________________（适合和肉类一起食用）.
hand in hand: 手拉手地；同步地
The couple are often seen _______________________（手拉手地散步） in the evening.
Keys：
goes well with meat walking hand in hand
II. Some people find ads useful and entertaining…
find 的用法：
find+n. find+n./pron.+adj.
find+n./pron.+n. find+n./pron.+doing
find+n./pron.+done find+n./pron.+adv.
find+n./pron.+prep. phrase find+that
find+onself+ … …find it adj. to do sth. …
Complete the following sentences with the proper structure of find.
1. We’ve ___________________after three days’ search. （找到了那个丢失的孩子）
2. On his return from his office, he _______________________（发现他家闯进人来了）.
3. Brenner found _________________________________（自己对生物越来越感兴趣）.
4. We hurried to Mr. Smith’s house, but ___________________（发现他出去了）.
5. If you watch ads on TV, you may find _________________.（一些广告很令人不舒服）
6. Though it was late into the night, the office guard found _____________.（那个老师还在办公室备课）
7. People find ________________________ （威海是一个最适合居住的地方）.
8. When the old alumnus came back to our school, he found _____________________.（学校发生了巨大的变化）
9. Some experts find ___________________________（某些广告误导人甚至很危险）.
10. Mr Brown found __________________________.（很难判断打广告的月饼哪种较好）
Keys：
1. found the lost child
2. found his house broken into
3. more and more interested in biology
4. found him out
5. that some of the ads make you feel uncomfortable
6. the teacher still preparing for the lessons in his office
7. Weihai is the most suitable place to live in
8. it greatly changed
9. some ads misleading or even dangerous
10. it difficult to decide which of the moon cakes advertised is better
III. On the other hand, critics sometimes accuse companies of using ads to mislead us…
另一方面，批评者有时指责公司滥用广告误导我们…
accuse sb. of doing sth. 指控、指责某人…
He accused me of neglecting my duty. 他指责我玩忽职守。
经常与介词of 搭配的动词短语：
accuse sb. of sth./doing sth. remind sb. of sth. 使某人想起某事
cure sb. of sth. rob sb. of sth.
assure sb. of 向…保证；使…相信 inform sb. of 把…告诉…；告以…
warn sb. of 警告 suspect sb. of 对…怀疑
Fill in the blanks with the proper phrases.
1. The teacher _____________the student ________ cheating in the examination.
2. The doctor has ________many patients _____ the disease with the prescription（处方）.
3. They _____________ him _________ being a telltale.
4. Black clouds _________ us ________the approaching storm.
5. I may forget to repay the five pounds you lent me unless you ______ me ____ it.
6. I can _________ you _____ my full support for your plan.
7. The new settlers ______ the Indians ____ their lands and drove them away.
8. He was ________（v.） , and ________（v.）, _______selling state secrets.
9. I hope you’ll keep _______ us _____ how you are getting on with your job.
10. A government notice on each packet _________ the public ___the dangers of cigarette smoking.
Keys：
accused…of cured…of accused…of / suspected…of warned…of remind…of assure…of robbed…of suspected, accused…of informing…of warns…of
IV. Customers see so many ads every day that advertisers must work hard to get their message across.
消费者每天看到大量的广告,因此广告商必须使出浑身解数使消费者明白他们的意图.
so…that…结构 及 such …that… 结构
* so + adj./adv.+ that … * such + （adj.） + n.复数 +that …
* so + many/much/little（少）/few + n… * such + （adj.） + u +that …
* so + adj. + a/an + n.+that … = * such + a/an + （adj.） + n. +that …
Translation:
1. 这个产品太贵了, 没有多少人愿意买。_________________________________
2. 这广告真有趣，我马上就买下了这个产品。_____________________________
3. Ronaldo是那么著名的足球明星，他做广告的产品很受欢迎。
_____________________________________________________
4. 他有那么多的作业要做，以至于他2点才睡觉。
_____________________________________________________
get…across… 通过；使…被理解
The bridge was destroyed, so we couldn’t get across.
I spoke slowly, but ____________________________（我的意思仍未被理解）.
He found ____________________________.（自己的中国式幽默很难被英国听众所理解）
Keys：
1. The product is so expensive that few people would buy it.
2. The ad was so interesting that I bought the product immediately.
3. Ronaldo is such a famous soccer star that the products advertised by him are popular.
Ronaldo is so famous a soccer star that the products advertised by him are popular.
4. He had so much homework to do that he didn’t go to bed until 2 o’clock.
my meaning didn’t get across
it difficult to get his Chinese humour across to an English audience
V. A good slogan should be “catchy”, or easy to understand.
形容词easy, difficult, hard, comfortable, fit等后面可以接动词不定式（主动式）作状语，主语既可以是人，也可以是物。
He is easy to get along with.
The question is difficult to answer.
_____________________________________ 这辆汽车不好停放。
_____________________________________ 这张椅子坐起来很舒服。
_____________________________________ 这儿的水不适合喝。
Keys:
The car is hard to park.
The chair is comfortable to sit on.
The water here is unfit to drink.
VI. Many governments used ads campaigns to make people aware of social problems…
…make its programmes known to the public … …making us believe that …
make + n./pron. +adj./n./do/done （作宾补）
You may take a horse to the water, but you can’t __________________（强迫它喝水）.
It’ll ______________________（使我高兴） if you accept it.
It was noisy. The speaker spoke loudly, but he couldn’t ________（让听众听见他的话）.
He often _____________（把他弟弟逗哭）, but today he __________（被他弟弟逗哭）.
Keys:
make him drink
make me happy
make himself heard/make the listeners hear him
makes his brother cry; was made to cry by his brother
Part 3: Reading:
Making an advertisement for television often costs more than a movie. For example, a two-hour movie costs $ 6million to make. A TV commercial can cost more than $6,000 a second. And that does not include the cost of paying for air time（电视节目开始的时间）. Which is more valuable, the program or the ad? In terms of money---- and making money is what television is all about----the commercial is by far the more important.
Research, market testing, talent, time and money----all come together to make us want to buy a product. No matter how bad we think a commercial is, it works. The sales of Charm went up once the ads began. TV commercials actually buy their way into our head. We, in return, buy the product.
And the ads work because so much time and attention are given them. Here are some rules of commercial ad making. If you want to get the lower-middle-class buyer, make sure the announcer has a tough, manly voice. Put some people in the ad who work with their hands. If you want to sell to an upper-class audience, make sure that the house, the furniture, and the hair style are the types that the group identifies with. If you want the buyer feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself.
We laugh at commercials. We don’t think we pay that much attention to them. But evidence shows we are kidding ourselves. The making of a TV commercial that costs so much money is not kid stuff. It’s big, big business. And it’s telling us what to think, what we need, and what to buy. To put it simply, the TV commercial is a form of brainwashing.
1. TV commercials are more important than any other programs to television because______.
A. they bring in great profits（利润）
B. they require a lot of money to make
C. they are not difficult to produce
D. they attract more viewers than other programs
2. The purpose of all the efforts made in turning out TV commercials is ______.
A. to persuade people to buy the product
B. to show how valuable the product is
C. to test the market value of the product
D. to make them as interesting as TV movies
3. From the rules set for making commercial ads, we can see that ______.
A. the lower-middle-class buyer likes to work with his hand
B. the more stupid the characters, the more buyers of the product
C. ad designers attract different people with different skills
D. an upper-class buyer is more interested in houses and furniture than a lower-middle-class buyer
4. The underlined word “kidding” most probably means ______.
A. behaving as a child B. laughing at
C. making fun of D. not telling the truth to
5. It is believed by the writer that ______.
A. few people like to watch TV commercials
B. people do not think highly of TV commercials
C. TV commercials often make people laugh
D. TV commercials are a good guide to buyers
Keys: AACDB