Unit 11 Advertising英语.pptVIP

Unit 11 Advertising Pre-reading tasks Warm-up Watch the following videos and tell us your feeling towards those ads. Word-pretest Dissemination: spread (宣传，散布，流传) Sustainable development: 可持续发展 Constitute: form, compose Decode: convert code into ordinary language. Relevant words: encode, code Routine: established practice Pebble: a small smooth rounded rock, or a stone feels and looks like an egg Conversely: on the contrary, vice verse Background information Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. While-reading tasks Comprehension questions: Read the text and try to find answers to the following questions: 1. Why is it (international advertising) a communication process? In advertising, some messages is spread to target audience, and a successful advertising can have target audience actively respond to it/ trigger off response. 2. Since it is a communication process, whats the senders and the receivers? Advertisers and advertising agencies, the receivers are the target audiences who differ from country to country. 3. Since its a process, what steps will/does it involve? Choose a proper message, encode the message in a suitable way, sent the message through a effective media, trigger off a response from the audiences. 4. What factors will influence the communication? Languages, the level of literacy, color a