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Commerce trade Domestic trade International trade Foreign trade Free-trade area Commercial channels Commercial transaction Customs duty
Advertisement Aspects of ads Best-selling Analysis of products Target audience Dishonest or false claims Moral issue
Listening-Centered Activities listening 1 Lower our prices Masses of sofa beds View on Sunday At a price Be packed with Pull-out section
Listening 1
Local papers Sensitive skin Take special care of Contain a medicated ingredient Leave… dry or tight New tracks
Listening 2
Design a restaurant primarily for children
Target its ad campaigns at children Hook children By the time The exterior symbols of McDonald’s Play in safety A mix of different styles
Listening 2
The hamburgers The Trench fries The milk shakes Want repeat customers Hold their annual birthday party There is no mess for parents to clean
up.
summary of the text
The passage discusses the principles of making advertisements, and introduces six basic techniques.
Words, phrases and grammatical points
A person unaware of advertising’s influence on him is precisely the one most vulnerable to the adman’s attack.(l11-12)
“Precisely” has two meanings:
precisely
Accurately and exactly 精确地 ; 确切地 例 : Be here at precisely 4 o’clock. 恰恰 , 正是 , 恰好 例 : That is precisely the reason.
Falsehood (L.21)
The suffix “-hood” means ”the state or time of being something”.
E.g. likelihood,manhood, brotherhood, neighborhood, childhood, widowhood, adulthood, girlhood, motherhood
But note that the use of the number “twelve” makes the claim far more believable than if it were taken out. “more…than” 结构中 ,than- 分
句为省略句 . If- 分句为虚拟语气。 It 指代 the number “twelve” 。
inhabitant n. The city has ten million
inhabitants.
inhabit vt. Inhabitation n. Habitant n. Inhabitable adj. Habitat n.
render vt.
及物动词,一般用于比较正式和庄重的场合。
To render thanks To render into Chinese His fatness renders him lazy.
Apt adj. Aptly adv.
An apt answerThis shoe is apt to slip.My sister is apt at language.“Light-foot” was aptly named;we
never head him enter.
Hollow adj.
Hollow 一词多义 A water pipe is hollow. Hollow cheeks Give a hollow laugh Make hollow promises
Affirm vt.
及物动词,比较正式用语。
The general affirmed the rumor s of an attack.
By submitting to male values, they symbolically affirm male superiority.
Pride oneself on something
Linda prides herself on her ability to speak six languages.
The school prides itself on its excellent basketball team.
精彩表达
Immunity to advertising Native inhabitant of consumer land A bunch of lies Play a minor supporting role Dramatic effect Work below the level of conscious
awareness
The one most vulnerable to the adman’a attack
Harmless nonsense Render defenseless Advertising claims Persuasive techniques
Downright lies Fall into category of Bold lies Balance on the narrow line between truth
and falsehood by a careful choice of words Parity product Avoid mentioning Alice-in-Wonderland
At first glance Disintegrate into hollow meaningless on
analysis So what A mystery ingredient that sounds
impressive Demand the as be withdrawn Flatter the consumer do what is right for you, no matter what
others do
After-Class readingPassage 1 insights into
advertising Words,phrases and grammatical points
Coverage n. 新闻报道a. Television coverage of the mass meetin
gb. CCTV gave the story extensive coverag
e in the evening news.
Infer v.
e.g. Am I to infer from your words that you think I am a liar. Inference n. Inferential adj.
Reliable adj.
注意与 reliant 区分开。 Reliably adv. Reliability n. I’m reliant on him because he is reli
able.
Passage 2 Developing n advertising
campaign
Words,phrases and grammatical points
Circulation n. A newspaper with a circulation of
more than one million He has a good circulation.
Execute v.
Execute sb’s commands Execute one’s purpose Execute s murderer The piano is badly executed.
Direct at=direct to
This advertisement is directed mainly at young consumers.
Almost all of Luxun’s essays were directed at the enemy.
Passage 3 advertisement appreciation
Words,phrases and grammatical points
Melt v. melt away melt sth. Down Sugar melts in tea. Her heart melted with pity.
Shed v.
Trees shed their leaves and flowers shed their petals.
Shed blood Shed clothes Shed happiness
Break up
The ship was broken up for scrap metal.
The enemy ship broke up on the rocks.
Break up a word into syllable.
Execute v.
Execute sb’s commands Execute one’s purpose Execute s murderer The piano is badly executed.