Unit 11 Advertising Teaching aims: In this unit students are required to 1)get to know some useful information concerning the topic of the reading passages in this unit and to know more about english culture 2)do some preparation activities such as discussion, group work, etc. to practice their spoken skill and communicative skills 3)grasp some new words and try to use these words which help them to enrich their vocabulary 4 read the in-class reading passage in a limited time and grasp some express ions and grammatical points in the in-class reading passage to improve their read ing comprehension, 5)do some post-read ing exercises and some after-class reading to practice what they have got to know in class to improve their English comprehensive skills 6)translate some typical sentences into Chinese or English by using some expressions learned in the read ing passages to acquire some translating skills and better their translating abilities L. USeful Information cent, Advertising has existed in various forms for many, many years. In previous Iries in England, for example, companies would seek to become the purveyor (supplier)of the king or the queen. In so doing, they could obtain a spec ial mark or seal that gave their product added prestige and visibil ity. In North America, at the opposite end of the social scale, men would often travel with circuses to promote various healing substances such as cough medicines. Newspapers in the nineteenth century contained all sorts of ads. In fact, ad vertising gradually became an important source of income for newspapers. a similar phenomenon occurred with radio and then later, with television n one way or another, all advertisements inform potential buyers about a product or a service with the basic aim of increasing sales. Nowadays, virtually every business has to see some form of advertising or publicity. Large companies spend a significant percentage of their revenue on advertising in magazines and newspapers, on television, and on giant billboards. Where the ad is placed and the style of the depend on the type of clientele the company is targeting. Vast sums of money are spent on market analyses to determine how to appeal to the desired clientele best. Magazines sell their subscription lists and information about their subscribers to advertisers Telev ision programs prov ide details on their viewing audience in order to convince companies to advertise on their programs. Sponsoring a major international sporting event like the Olymp ic Games or the World Cup, for example, is extremely costly but large companies consider the expenditure worthwhile because of the enormous size of the viewing audienceUnit 11 Advertising Teaching Aims: In this unit students are required to : 1) get to know some useful information concerning the topic of the reading passages in this unit and to know more about English culture; 2) do some preparation activities such as discussion, group work, etc. to practice their spoken skill and communicative skills; 3) grasp some new words and try to use these words which help them to enrich their vocabulary; 4)read the in-class reading passage in a limited time and grasp some expressions and grammatical points in the in-class reading passage to improve their reading comprehension; 5) do some post-reading exercises and some after-class reading to practice what they have got to know in class to improve their English comprehensive skills.; 6) translate some typical sentences into Chinese or English by using some expressions learned in the reading passages to acquire some translating skills and better their translating abilities. I. Useful Information Advertising has existed in various forms for many, many years. In previous centuries in England, for example, companies would seek to become the purveyor (supplier) of the king or the queen. In so doing, they could obtain a special mark or seal that gave their product added prestige and visibility. In North America, at the opposite end of the social scale, men would often travel with circuses to promote various healing substances such as cough medicines. Newspapers in the nineteenth century contained all sorts of ads. In fact, advertising gradually became an important source of income for newspapers. A similar phenomenon occurred with radio and then later, with television. In one way or another, all advertisements inform potential buyers about a product or a service with the basic aim of increasing sales. Nowadays, virtually every business has to see some form of advertising or publicity. Large companies spend a significant percentage of their revenue on advertising in magazines and newspapers, on television, and on giant billboards. Where the ad is placed and the style of the ad depend on the type of clientele the company is targeting. Vast sums of money are spent on market analyses to determine how to appeal to the desired clientele best. Magazines sell their subscription lists and information about their subscribers to advertisers. Television programs provide details on their viewing audience in order to convince companies to advertise on their programs. Sponsoring a major international sporting event like the Olympic Games or the World Cup, for example, is extremely costly but large companies consider the expenditure worthwhile because of the enormous size of the viewing audience