创新大学英语综合教程 学生用书3综合教程第三册教案Unit8.docx

UnitEight

Advertising

SuggestedTeachingSteps

Lead-in

TextA

DetailedStudy

Structure

After-reading

AdditionalMaterials

Lead-in

Directions:Watchthevideoclipandanswerthequestions.

1.Accordingtotheclip,whatisthepowerofadvertising?

2.Accordingtotheclip,howmanystagesarethereinmakinganadvertisement?

Tips:

1.Advertisinghelpstobuildcustomers’trustinaparticularbrand.

2.Fourstages:

1)Brandrepresentativescommissionanadvertisingagencytocreatetheirad.

2)Theadvertisingagencyconceptualizesandpackagesadvertisements.

3)Brandrepresentativesaccept.

4)Theadvertisingagencyputtheadondifferentplatforms.

5)Bookslots.

TextAChangesinAdvertisingCausedbyTechnology

Undoubtedly,advertisingforproductshaschangedwithallofthechangesinmediatechnologyoverthepast100years.Forexample,cardealermarketingusedtorelyheavilyontheirsalesmenatthedealerships,now,becauseoftechnologythereissuchathingascardealerwebsites,whereconsumerscanlookupdealershipsonlineandfigureouteitheranswerstotheirquestionsorwhichdealershipstheywanttogotoinsteadofgoingdirectlytothelot,sotheautoindustry’swayofadvertisinghaschangedsignificantlyinthisexample.FromtheradiototheInternet,advertisingisconstantlychangingduetotheadvancesintechnology.

Withtheadventoftheradiocamesponsorshipsfromcompanies.Beforetheradio,companieswouldusuallytakeoutadvertisementsinthenewspaperormaybesendoutmailers.Theradiomadeitpossibleforcompaniestosponsorradioshowsandtheactorsandactresseswouldthentalkabouttheproducteitherduringtheshoworatabreak.Radioalsoallowedcompaniestoadvertisetheirproductsonanationallevel,notjustinlocalnewspapers,sotheaudiencethatbusinessescouldtargetatonetimebecausemuchbigger.

Whentelevisionenteredthemarket,itgavecompaniestheabilitytoshowtheirproduct,