Unit Ten Text B Unit en Text B ●l.Pre- reading task elL. Related Information lll. Detailed study ●. Outline& Summan ●V. Home Assignment By luo zhongming
Unit Ten Text B By Luo Zhongming 1 Unit Ten Text B I. Pre-reading Task II. Related Information III. Detailed Study IV. Outline& Summary V. Home Assignment
Unit Ten Text B 1. Pre-reading Tao 1. Does advertising play an very important role in our life? Why? 2. Have you bought anything advertised? 3. What kind of business do you think advertising is? Back By luo zhongming 2
Unit Ten Text B By Luo Zhongming 2 I. Pre-reading Task: 1. Does advertising play an very important role in our life ?Why? 2.Have you bought anything advertised? 3. What kind of business do you think advertising is ? Back
Unit Ten Text B Related formation: Advertising Advertising is a form of mass selling. Advertising techniques range in complexity from the publishing of simple, straightforward notices in the classified-ad vertising columns of newspapers to the concerted use of newspapers, magazines, television, radio, direct mail, and other communications media in the course of a single ad vertising campaign From its unsophisticated beginnings in ancient times, advertising has burgeoned into a worldwide industry In the u.s. alone in the late 1980s, approximately 120 billion was spent in a single year on advertising to influence the purchase of commodities and services Modern advertising is an integral segment of urban industrial civilization, mirroring contemporary life in its best and worst aspects Having proven its force in the movement of economic goods and services, advertising since the early 1960s has been directed in increasing quantity toward matters of social concern By luo zhongming
Unit Ten Text B By Luo Zhongming 3 II. Related Information: Advertising Advertising is a form of mass selling. Advertising techniquesrange in complexity from the publishing of simple, straightforward noticesin the classified-advertising columns of newspapersto the concerted use of newspapers, magazines, television, radio, direct mail, and other communications media in the course of a single advertising campaign. From its unsophisticated beginnings in ancient times, advertising has burgeoned into a worldwide industry. In the U.S. alone in the late 1980s, approximately＄120 billion was spent in a single year on advertising to influence the purchase of commodities and services. Modern advertising is an integral segment of urban industrial civilization, mirroring contemporary life in its best and worst aspects. Having proven its force in the movement of economic goods and services, advertising since the early 1960s has been directed in increasing quantity toward matters of social concern
Unit Ten Text B Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser, and trade advertising, in which the appeal is made to dealers through trade journals and other media. Both consumer and trade advertising employ many specialized types of commercial persuasion With about 3 million business enterprises using one or more forms of advertising, almost every American citizen hears or sees advertising every day. In the U.s. the money invested in advertising equaled approximately 370 per capita in the mid 1980s. Modern advertising plays an integral role in the development of markets for the low-cost goods made possible by the high productivity of American industry By luo zhongming
Unit Ten Text B By Luo Zhongming 4 Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser, and trade advertising, in which the appeal is made to dealers through trade journals and other media. Both consumer and trade advertising employ many specialized types of commercial persuasion. With about 3 million business enterprises using one or more forms of advertising, almost every American citizen hears or sees advertising every day. In the U.S. the money invested in advertising equaled approximately ＄370 per capita in the mid- 1980s. Modern advertising plays an integral role in the development of markets for the low-cost goods made possible by the high productivity of American industry
Unit Ten Text B Although graphic forms of advertising appeared early in history, printed advertising made little headway until the invention of the movable-type printing press in Europe about 1440. the trademark, a two-or three dimensional insignia symbolizing a company or industry, dates from about the 16th century. Among the best-known trademarks surviving form early modern times are the striped pole of the barber and the three ball sign of the pawnbroker By luo zhongming
Unit Ten Text B By Luo Zhongming 5 Although graphic forms of advertising appeared early in history, printed advertising made little headway until the invention of the movable-type printing press in Europe about 1440. the trademark, a two-or threedimensional insignia symbolizing a company or industry, dates from about the 16th century. Among the best-known trademarks surviving form early modern times are the striped pole of the barber and the threeball sign of the pawnbroker
Unit Ten Text B Ill. Detailed Study 1. To realize this fact, you have only to leaf through a magazine or news paper or count the radio or television commercials that you hear in one evening leaf through to turn the pages quickly without looking at them carefully e.g. While we are waiting in the waiting-room we are often offered some magazines and newspapers to leaf through Mr. Thompson is busy now. If you are not in a hurry, please sit down have a cup of coffee and leaf through these magazines 2. And people respond to the many devices that advertisers use to gain their attention respond to: to react to something by doing or saying something oneself e.g. She responded to my offer of help with a smile He often responded to the pressure by having a good rest By luo zhongming
Unit Ten Text B By Luo Zhongming 6 III. Detailed Study: 1. To realize this fact, you have only to leaf through a magazine or newspaper or count the radio or television commercials that you hear in one evening. leaf through :to turn the pages quickly without looking at them carefully e.g. While we are waiting in the waiting-room ,we are often offered some magazines and newspapers to leaf through. Mr. Thompson is busy now. If you are not in a hurry, please sit down, have a cup of coffee and leaf through these magazines. 2.And people respond to the many devices that advertisers use to gain their attention. respond to : to react to something by doing or saying something oneself e.g. She responded to my offer of help with a smile. He often responded to the pressure by having a good rest
Unit Ten Text B l. Detailed Study: 3. Advertising is a big business-and to many people, a fascinating business, filled with attraction and excitement Business is work relating to the production buying, and selling of goods or services. A business is an organization which produces and sells goods or which provides a service You use business to refer in a general way to an event, situational or activity that you are talking about. If you have some business to deal with, you have something, especially something important to deal with If you say that something is your business, you mean that it census you personally and tat other people have no right to get involved in it. If you say that someone Mind your own business It's none of your business,, you are telling them not to ask about something that does not concern them 4. It is part literature, part art, and part show business Part here is used as an adverb, meaning" parth e.g. This story is part fiction and part fact He was part right and part wrong By luo zhongming 7
Unit Ten Text B By Luo Zhongming 7 III. Detailed Study: 3.Advertising is a big business-and ,to many people, a fascinating business, filled with attraction and excitement. Businessis work relating to the production, buying, and selling of goods or services. A business is an organization which produces and sells goods or which provides a service, You use business to refer in a general way to an event, situational, or activity that you are talking about. If you have some business to deal with, you have something, especially something important , to deal with. If you say that something is your business, you mean that it census you personally and tat other people have no right to get involved in it. If you say that someone “Mind your own business” or “It’s none of your business” , you are telling them not to ask about something that does not concern them. 4.It is part literature, part art , and part show business. “Part” here is used as an adverb , meaning” partly” e.g. This story is part fiction and part fact. He was part right and part wrong
Unit Ten Text B lll. Detailed Study: 5. be described as: to be regarded as e.g. The newspaper is well described as a daily history of the orld He was described as being very clever. 6. expand: to(cause to grow larger e.g. Many old factories have been expanded in recent years He expanded his short story into a novel 7.,it would still stand today today it(advertising would also be described as salesmanship in print. stand to remain true. be valid e.g. He pointed out that the agreement would still stand We neednt change these words, and let them stand By luo zhongming
Unit Ten Text B By Luo Zhongming 8 III. Detailed Study: . 5. be described as : to be regarded as e.g. The newspaper is well described as a daily history of the world. He was described as being very clever. 6 .expand: to(cause to )grow larger e.g. Many old factories have been expanded in recent years. He expanded his short story into a novel. 7.…,it would still stand today. —…today it (advertising)would also be described as salesmanship in print. stand: to remain true, be valid e.g. He pointed out that the agreement would stillstand. We needn’t change these words, and let them stand
Unit Ten Text B 88.at one time at the same time e.g. they all tried to talk at one time cf. At one time I used to play a lot of sports, but I seem to have lost interest now 9. It cam be traced back as far as the public criers of ancient Greece its history/origin goes back to public criers of ancient Greece trace bake: to find the origins of. by going back in time e.g. The history of his family can be traced back to the 10th century. The friendly relationship between our two countries can be traced back to the Ming dynasty as far as: to someone/something mentioned to the distance that e.g. I will go with you as far as London cf. John did a good job as far as he went but he did not finish it. Back As far as I know, English is now most widely spoken in the world By luo zhongming
Unit Ten Text B By Luo Zhongming 9 Back 8 8.at one time: at the same time e.g. they all tried to talk at one time. cf. At one time I used to play a lot of sports, but I seem to have lost interest now. 9. It cam be traced back as far as the public criers of ancient Greece… its history/origin goes back to public criers of ancient Greece… trace bake: to find the origins of…by going back in time e.g. The history of his family can be traced back to the 10th century. The friendly relationship between our two countries can be traced back to the Ming Dynasty. as far as : to someone/something mentioned; to the distance that e.g. I will go with you as far as London. cf. John did a good job as far as he went ,but he did not finish it. As far as I know, English is now most widely spoken in the world
Unit Ten Text B 10. Besides advertising his product, he identified his shop with a red-striped shield so that customers could find it easily Mr. Caxton posted small printed notices along Londons main streets In addition his shop had a red striped shield so that it would be easy for customers to identify it 11. large factories took the place of small workshops and goods were produced in large quantities Large factories replaced small workshops, and goods were produced in large amounts take the place of to replace e.g. Electric trains have now taken the place of steam trains in England Plastics have taken the place of many materials Back By luo zhongming
Unit Ten Text B By Luo Zhongming 10 : Back 10. Besides advertising his product, he identified his shop with a red-striped shield so that customers could find it easily. Mr. Caxton posted small printed notices along London’s main streets .In addition, his shop had a red striped shield so that it would be easy for customersto identify it. 11.large factories took the place of small workshops, and goods were produced in large quantities. Large factories replaced small workshops, and goods were produced in large amounts. take the place of : to replace e.g. Electric trains have now taken the place of steam trains in England. Plastics have taken the place of manymaterials