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Unit 5 Advertising. By Xinling Shi. Reading Comprehension. 1. According to the text, most people read advertisements for: A. knowledge B. fun C. killing time D. both information and fun 2. Why do most advertisements begin with a question? A. Because nobody knows the answer.

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unit 5 advertising

Unit 5 Advertising

By Xinling Shi

reading comprehension
Reading Comprehension

1. According to the text, most people read

advertisements for:

A. knowledgeB. fun

C. killing time D. both information and fun

2. Why do most advertisements begin

with a question?

A. Because nobody knows the answer.

B. Because a question can make an

advertisement funny.

C. Because readers will be interested

in finding out the answer.

D. Because a question will win more

customers for a company.

reading comprehension1
Reading Comprehension

3. What is very important in an advertisement?

A. A question. B. Information.

C. Humor D. A story

4. What is one of the dangers of a

series of advertisements?

A. Readers will be tired of reading

too many texts.

B. Readers will lose patience.

C. Readers will forget the name of the product.

D. Readers will forget the advertisement.

reading comprehension2
Reading Comprehension

5. What may turn a good advertisement

into a bad one?

A. A question.

B. A story.

C. Bad translation.

D. The expensive price of the product

language points
Language points

What make a good advertisement?

make是及物动词,“(有条件)成为”。

What makes an advertisement a good one?  

Cold tea makes a good drink in summer.

language points1
Language points

There have been major changes in

advertising in the past sixty years.

in the past=during the last。

In the past three days,they have had

six examinations.

No one has been(come)here in the past week.

language points2
Language points

Nobody bought he product,however,because

when translated it meant “X puts living

things into dry hair

when translated=when it was translated,

I won’t go unless Invited.

(=…unless am invited.)

If playing all day,you’ll learn nothing.

when necessary,when possible,

if necessary,if possible

This difficulty must be avoided if possible.  

If necessary,we’ll try our best to help you.

(=If it is necessary,…)  

language points3
Language points

A company that sold hair cream wanted to say

“ x puts life into dry hair”

①put life into the dry hair(life为生命力、活力)

使干发生辉。 

②put living things into the dry hair

(living things为有生命的东西)使干头发生虫。

language points4
Language points

Sometimes advertisements tell a story,or the

story may be continued over a number

of advertisements.

① These apples will keep over the winter.

② He has made great progress in his

studies over the past two years.

language points5
Language points

In the 1960s, a British company which made very

expensive cars was about to sell its latest

car in Germany.

in one’s sixties与in the sixties

in one’s sixties表示“在某人六十多岁的时候”,

in the sixties表达在60年代时,用于指时间。

Karl Marx began to learn English in his fifties.

language points6
Language points

late,lately,later,latter, latest

late做副词表示时间上的晚或迟。

lately做副词相当于recently,表示“最近,近来”之意,

later做形容词时,表示“以后的,后期的”;

latter用作形容词,常与定冠词the连用,表示列举的

两个事物中的后面的一个,译为“后者”,与 the former

相对。

latest是形容词,它指时间的先后中“最近的,最新的”。

language points7
Language points

His coat is the latest style.  

I haven’t written to her lately.  

Of the two choices,I prefer the latter.  

He came back ten days later.  

He made no close friends during later years.

reading comprehension3
Reading comprehension

A man once said how useless it was to put

advertisements in the newspapers. “Last week,”

said he, “my umbrella was stolen from a London

Church. As it was a present, I spent twice its

Worth in advertising, but didn’t get it back.”

“How did you write your advertisement?”

asked one of the listeners, a merchant.

reading comprehension4
Reading comprehension

“Here it is,” said the man, taking out of his

pocket a slip cut from a newspaper. The other

man took it and read. “ Lost from the City

Church last Sunday evening, a black silk

umbrella. The gentleman who finds it

will receive ten shillings on leaving it at

No. 10 Broad Street.”  “Now,” said

the merchant, “I often advertise, and

find that it pays me well. But the way

in which an advertisement is

expressed is of great importance.

reading comprehension5
Reading comprehension

Let us try for your umbrella again, and if it

fails, I’ll buy you a new one.” The

merchant then took a slip of paper

out of his pocket and wrote. “If the

man who was seen to take

an umbrella from the City Church last

Sunday evening doesn’t wish to get

into trouble, he will return the umbrella

to No. 10 Broad Street. He is well known.”

reading comprehension6
Reading comprehension

This appeared in the paper, and on the

following morning, the man was astonished

when he opened the front door. In the

doorway lay at least twelve umbrellas

of all sizes and colors that had been

thrown in, and his own was among

them. Many of them had notes

fastened to them saying that they

had been taken by mistake, and

begging the loser not to say

anything about the matter.

reading comprehension7
Reading comprehension

1. The result of the first advertisement was that __

A. the man got his umbrella back

B. the man wasted some money advertising

C. nobody found the missing umbrella

D. the umbrella was found somewhere

near the Church

2. “If it fails, I’ll buy you a new one .”

suggested that____.

A. he was quite sure of success

B. he was not sure whether he would

get the umbrella hack

C. he was rich enough to afford a new umbrella

D. he did not know what to do

reading comprehension8
Reading comprehension

3. This is a story about _____

A. a useless advertisement

B. how to make an effective

advertisement

C. how the man lost and found

his umbrella

D. what the merchant did for

the umbrella owner.

grammar
Grammar

1. A broken cup is lying on the ground.定语

2. This is the hospital built in 1978.后置定语

3. The cup is broken.表语

4. He had his car repaired.宾语补足语

5. Seen from the hill, the city looks

very beautiful.状语

区分-ing与过去分词的不同

1) -ing表示主动,过去分词则表示被动。

I saw her opening the door.

I saw the door opened.

grammar1
Grammar

2) -ing表示正在进行的动作,过去分词

表示已经

完成的动作。

This is a developing country.

Australia is a developed country.

a changed world已经变化的世界。

a changing world正在变化的世界。

the risen sun已经升起的太阳。

the rising sun正在升起太阳。  

exercise on page 28 29
Exercise on page 28- 29

2 the past participle as attribute

4. Nine out of ten housewives interviewed

about the product were satisfied with it.

8. He gave her a beautiful gift

designed by himself.

3 The past participle as predicative

The streets were lined with trees

and rose bushes.

The supermarket is crowed with shoppers.

exercise on page 28 291
Exercise on page 28- 29

4 the past participle as Object complement

1 we have printed 6,000 advertisements.

We have had 6,000 advertisements printed.

3. We shall fetch your luggage from the airport.

We shall have your luggage fetched from the airport.

5. He is going to film a new advertisement.

He is going to have a new advertisement filmed.

exercise on page 28 292
Exercise on page 28- 29

5 The past participle as Adverbial

1 Devoted to her mother, she looked after

her for many years.

3 Admired for her photography, she was

persuaded to join the company.

5 Persuaded by his friends to give up

smoking, he threw his remaining

cigarettes away.