东北大学《大学英语（第4册）》课件-第7章.ppt

Lesson 1 Lesson 2 Extended Exercises Checkpoint Agenda UNIT GOALS 1.Give shopping advice 2.Discuss your/peoples reactions to ads 3.Persuade someone to buy a product 4.Describe consumer shopping habits 5.Write about an online service Lesson 1 Lead-in Listening Speaking Reading Writing 3 3 3 3 Lead-in On-the-Street Interviews:I think theres too much of it Exercise A Exercise B Exercise A Match each statement with the person who said it._ 1.Its not as informative as it used to be.Its more hypnotic._ 2.if I see something on TV and its funny,Ill chuckle._ 3.I think theres too much of it.And I dont pay too much attention to it._ 4.So I doubt that theyre very effective in my case,as a consumer,even though I might love them and think theyre brilliant.Herb Matt Blanche Elli Exercise B Check whether each statement is true(t)or false(F).1.Rita only listens to commercials about products she uses.2.Blanche never looks for things she sees in ads.3.Matt pays attention to commercials that remind him of something he has experienced.4.Elli is more likely to buy products that are advertised creatively than ones that are not.5.Stephen dislikes the business aspect of advertising.6.Herb thinks advertising in the past was better than advertising today.F T T F T T 3 3 Listening Part 1 Part 2 New Words Proper Names 3 Part 1 Talk About Ads A Sound Bites B Pair Work A Sound Bites Read and listen to a couple talking about ads in a catalog.BOB:I think its about time I got myself one of these electric massage chairs.ANN:What on earth for?BOB:It would just be nice to have one.Thats all.ANN:Sounds like a waste of money to me.Dont they have anything useful in there?BOB:See for yourself.ANN:Now heres something Id like to get my hands on a self-watering flowerpot.BOB:Youve got to be kidding.ANN:No,Im not.I think one of these could come in really handy.B Pair Work Listen to the conversation again.Read about eight advertising techniques.With a partner,write the letter of the example that you think each technique uses.Explain your answers.Examples a.A professional soccer player recommends a particular brand of shirts.b.A hotel chain shows a businesswoman in her room,calling home to talk to her children.c.A soft drink manufacturer shows young people having a great time drinking its product at the beach.d.A car manufacturer states how quickly its car can go from 0 to 100 kilometers per hour.B Pair Work e.A coffee manufacturer shows people dressed in formal attire drinking its brand of coffee at an art exhibition.f.A credit card company claims that its card is used by more people than any other card.g.A clothing manufacturer promotes its clothes by saying they are made by and for people in this country.h.A laundry detergent manufacturer suggests that it will be socially embarrassing if your white clothes are not really white.B Pair Work Eight techniques used by successful advertisers 1.Provide facts and figures Prove the superiority of a product with statistics and objective,factual information 2.Convince people to join the bandwagon Imply that everyone is using a product,and that others should too,in order to be part of the group d f B Pair Work 3.Play on peoples hidden fears Imply that a product will protect the user from some danger or an uncomfortable situation 4.Play on peoples patriotism Imply that buying a product shows love of ones country 5.Provide snob appeal Imply that use of a product makes the customer part of an elite group h g e 6.Associate positive qualities with a product Promote a product with words and ideas having positive meanings and associations 7.Provide testimonials Use a famous person or an average consumer to endorse a product so the consumer wants it too 8.Manipulate peoples emotions Use images to appeal to customers feelings,such as love,anger,or sympathy B Pair Work c a b 3 Part 2 Persuade Someone to Buy a Product A Listening Comprehension B Pair work A Listening Comprehension Listen to each ad.Then listen again.Decide which technique or techniques the advertiser is using to persuade the consumer to buy the product.Explain your answers.Technique(s)used _ Technique(s)used _ Technique(s)used _ Play on peoples hidden fears Associate positive qualities with a product Associate positive qualities with a product Provide testimonials Provide snob appeal Associate positive qualities with a product 3 B Pair work Describe some ads you know and explain which techniques you think they use.DISCUSSION Builder Now persuade someone to buy a product.Step 1 Group Work Step 2 Discussion Step 1 Group Work Choose a product and create a magazine,newspaper,TV,or radio advertisement for it.Choose one or more advertising techniques to persuade your classmates to buy the product.Make notes on your notepad.Plan your ad Type of product:Name of product:Type of ad:Technique(s):Step 2.Discussion Present your ad to your class.Show it,read it,or act it out.Analyze your classmates ads and discuss which techniques were used.As a class,assign awards for