卓越英语 Unit 6.ppt

The Big Idea Section C Reading Intensive Reading Warm-up Text study Exercise Intensive Reading Back Intensive Reading I. The following are the advertising slogans and logos of some companies. Write the advertising slogans under the corresponding logos. A. I’m lovin’ it. B . To me, the past is black and white, but the future is always color. C . Generation Next. D . Just do it. E . For the Road Ahead. F . Make yourself heard. G. Time is what you make of it. H. Come to where the flavor is. Marlboro Country. Key: 1. C 2. A 3. F 4. G 5. D 6. H 7. E 8. B Back Key Warm-up Activities Intensive Reading 1. ________ 2. ________ 4. ________ 3. ________ 5. _______ 6. ________ 7. ________ 8. ________ Back Intensive Reading Discuss the following question with your partners. List as many brands and their advertising slogans as you know. OMEGA: The sign of excellence. Nokia: Connecting People. Anta: Keeping moving! Philips: Let’s make things better. Maxwell House: Good to the last drop! Nestlé: The taste is great. 2. Try to design an advertising slogan for your favorite product. Back Intensive Reading The Big Idea 1 “You will never win fame and fortune unless you invent big ideas.” 2 David Ogilvy, the renowned “Father of Advertising”, followed his own advice. His original thinking and insistence on certain basics rocked Madison Avenue in the 1960s and 1970s. 3 Born in West Horsley, England, in June 1911, Ogilvy took a rather long and indirect route on the way to becoming an advertising legend. After working as a chef, Notes Vocabulary Structure Back Intensive Reading researcher and farmer, Ogilvy started his New York-based ad agency Hewitt, Ogilvy, Benson Mather (which eventually became Ogilvy Mather Worldwide) in 1948. It had been built on David Ogilvy’s principles, in particular, that the function of advertising was to sell, and that successful advertising for a