Unit 11 Advertising.ppt

Unit 11 Warm-up Think of an ad that you are quite familiar with, and tell what it uses to attract consumers’ attention. “广告看的好好的，突然蹦出个电视剧!” What does this statement show? The text Word Pretest Finish the text and reading comprehension. Record the time used. (expected time: 8 mins.) Can you point out from the text some words and expressions related to advertising? The text target audience (1) The text emotional appeal (1) The text sum total (2) The text context (3) The text …in carrying different appeals (3) The text …may…not get through to the audience (3) The text encode (4) decode (4) The text Numerous examples exist of translation problems in advertising (5) The text “Nothing sucks like an Electrolux.” (5) The text …companies routinely put pictures on the label of what is inside…(6) The text …a relatively select audience (8) The text “high context” culture (9) “low context” culture? The text In “high context” cultures, such as the collectivist Asian cultures of Japan and China, the context in which information is embedded is as important as what is said. Vocabulary Building Word Match Glossary Cloze Other Tasks Section B (10 minutes) Homework: Section C * * Advertising the people to whom an ad is directed and whom the ad tries to attract 目标受众 The arousing of one’s emotion or feeling The sum added together 总数；合计 The circumstances in which an event occurs; a setting 环境；背景 in transmitting different messages that may attract consumers …may not be accepted or understood by the audience To put (a message, for example) into code Here: to arrange the message into an ad so that it may be passed on in an attractive way. To interpret the message included in the ad. Which part does the “of” phrase modify? What does “suck” mean originally? How do Americans understand “suck”? Which part does “of what is inside” modify? Select: chosen A relatively limited audience (because many people are too poor to buy TVs) 高语境文化；强语境文化 A culture in which communication depends