1、PioneerCollegeEnglishIntegratedCourse3Unit3AdvertisingAndPublicity领领航航大大学学英英语语 综综合合教教程程3ContentsLearning ObjectivesPART IPairWorkGroupWorkOptionalTaskStarterPART IIListeningTextAReadingComprehensionGood Advertising(Section A)UseofLanguageReadingWatchingWritingGood Advertising(Section B)ContentsPART IIITextBReadingComprehensionUseofLanguageCounteracting Ads(Section A)TranslationWritingListeningWatchingSpeakingCounteracting Ads(Section B)PART IVDesignanAdvertisementFurtherStudyProjectStarterPART I

2、PairWorkOptionalTaskGroupWorkManypeoplebuythingstheydontreallyneedwhenseeingadvertisementsaboutsalesanddiscounts.WatchaclipfromthemovieConfessions of a Shopaholic.Fillinthemissingwords.Compareanswerswithyourpartner.cashmere/5()/n.U开司米；山羊绒gosh/int.(惊奇或惊讶时说)天哪；啊呀oldest trick in the book 老掉牙的骗人把戏Helpful Words and ExpressionsOh,no.IfeellikeIverunamarathon.TheyhaveGalliano!TheyhaveGucci1)_,CalvinKleinhalfoff.Everybodywillgettoyourturn,justbepatient.halfoffStarterPART IPairWorkOptionalTaskGroupWork2)_

3、Iwillask,“DoIneedthis?”Theresanother3)_thisway.Well,thesecashmereglovesIneedasitiswinterandIhave.hands.Sothatsall.Illbuytheseandthesealone.Ohmygosh!Missoni!Nowwalkaway,strongand4)_.Oh,mygod!Pucciboots!Fiftypercentoff?DoIneedthese?DoIneedthese?DoIneedthese?No.Jeannie,Pucciboots!Uh,oh,Imsosorry.Ihadthemfirst.Butyou5)_.No,IknowIdid.ButIsawthemfirst,soImgonnatakethem.Yes,butthenyoutookyourhandsoffthem.AteverypointentrancefrugalputthemdownStarterPART IPairWorkOptionalTaskGroupWorkGivemethebootsandnoo

4、ne6)_.Givemetheboots!Givemetheboots!Look!Theres7)_onBurberry!Thatstheoldesttrickinthebook.Givethem!Dontyoutellme.Givemetheboots!Iwaited8)_allmorningforthis.getshurtasaleinlineOptionalTaskGroupWorkPairWorkStarterPART I2.Watchthevideoagain.Discussthefollowingquestionsingroupsofthreeorfour.Whydidthewomaninthemovielooksodepressedwithpilesofnewpurchases?_Doyouoryourfriendshaveasimilarexperienceduringsomeshoppingevents,suchasDouble11ShoppingFestival?1)2)Luredbythediscountad,shelostcontrolandboughttoom

5、anyitemsonimpulse.Shecompletelyforgotherplanofbuyingjustapairofgloves.Nowshemightbedisappointedaboutherselforworriedaboutthecreditcardbills.PairWorkOptionalTaskGroupWorkStarterPART I1.Pair work:Work with your partner.Watch the video“Tips for Adapting Marketing Strategies for the Chinese Culture.”Decide whether the statements are true(T),false(F),or not known(N).Compare answers with your partner.populous/5ppjls/a.人口众多的tailor/5tel(r)/vt.调整pragmatic/pr5mtk/a.务实的relatable/r5letbl/a.相关联的collectivist/

6、k5lektvst/a.集体主义的individualist/7nd5vdlst/a.个人主义的standalone/5stnd7ln/a.独立的Helpful Words and ExpressionsPairWorkOptionalTaskGroupWorkStarterPART Iendorsement/n5dsmnt/n.C，U（名人在广告中对产品的）宣传；代言B2B 企业对企业的电子商务模式（businesstobusiness）nurture/5nt(r)/vt.培养restrained/r5strend/a.克制的indulgence/n5dldns/n.U放纵comeacross as 给人的印象是；看上去好像是extravagant/k5strvnt/a.奢侈的distasteful/ds5testfl/a.令人不快的；讨厌的Helpful Words and ExpressionsPairWorkOptionalTaskGroupWorkStarterPART I_1)_2)Yourbrandmarketingcampaignsaresuretosucceedast

7、hereare1.4billionpotentialcustomersinChina._Chinesepeopledontbuyproductsorservicesthatcanonlygivequickorinstantresults._FInordertopromoteyourbrandintheChinesemarket,youneedtotailoryourmarketingactivitiestotheChineseculture.NThespeakersaysthatpeopleinChinaaremuchmorefocusedonthefuturethanonthepresentorpast.ThespeakerdoesntmentionwhetherChinesepeoplebuyproductsorservicesthatcanonlygivequickorinstantresults.PairWorkOptionalTaskGroupWorkStarterPART I_3)_4)_5)WhenmarketinginChina,youshouldfocusonthel

8、ong-termbenefitsofyourproductorservice._SinceChinaisastronglycollectivistsociety,providingproductsorservicesforeachindividualtostandoutinthegroupisimportant._YoushouldnotpromoteyourproductorserviceassomethingtooextravagantbecauseChinesepeopleseeindulgenceasnegativeanddistasteful._TFSinceChinaisastronglycollectivistsociety,emphasizinghowyourproductorservicecanbenefitthegroupisimportant.TPairWorkOptionalTaskGroupWorkStarterPART I2.Group work:Work in groups of three or four.Discuss whether the tips

9、 in the video are reasonable in your opinion.Also,discuss the importance of understanding the culture of your target customers in advertising and publicity.Provide examples to support your arguments.UseofLanguageReadingComprehensionTextAListeningGoodAdvertising(SectionA)PART II1.Listentotheaudio,whichtalksaboutamarketingandadvertisingtheory.Choosethebestanswertoeachofthefollowingquestions.AIDA Modelacronym/5/n.首字母缩略词E.St.Elmo Lewis/55u/E圣埃尔莫路易斯prospective/5/a.潜在的break up 拆开；打散subheading/57h/n.小标

10、题illustration/75/n.插图；图解initiate/5/vt.开始；发起urge/vt.敦促Helpful Words and ExpressionsUseofLanguageReadingComprehensionTextAListeningGoodAdvertising(SectionA)PART IItrial/5/n.试用offer/5()/n.优惠Helpful Words and Expressions1)WhatdoesAIDAstandfor?a)Attention,Interest,Desire,andAction.b)Adaption,Influence,Design,andAction.c)Attraction,Impulse,Decision,andAction.d)Awareness,Initiation,Demand,andAction.UseofLanguageReadingComprehensionTextAListeningGoodAdvertising(SectionA)PART II2)3)Whatisthehardeststepin

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