高中英语 Unit1 Background information背景信息教案 译林牛津版必修4.docx

高中英语 Unit1 Background information背景信息教案 译林牛津版必修4.docx

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高中英语Unit1Backgroundinformation背景信息教案译林牛津版必修4

英语必修4译林牛津Unit1精品教案（背景信息）

U1第三部分教案Backgroundinformation（牛津译林版必修4）

●Section2Backgroundinformation

I.AnintroductiontoAdvertising

1.Definition:

AmericanMarketingAssociation（AMA）definesadvertisingas“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureabout

products,servicesorideasbyidentifiedsponsorsthroughthevariousmedia.”Today,withthedevelopmentofthetechnologyandthediversityofthemassmedia,advertisinghasinfluenceduspervasivelyinourdailylife.However,whateverthe

promotivestrategiesadvertisingtakes,languageisthemaincarrierofmessageallalong,asTheLanguageofAdvertising,byVesterg

ard&Schroder,says,“Advertisingtakesmanyforms,butinmostofthemlanguageisofcrucialimportance.”Advertisinglanguageisastyleofimmediateimpactandrapidpersuasion.Thepointofanadvertisementistopersuadeyouofthemeritsofaparticularproductorservice,inorderthatyouwilltakeoutsomeofyourmoney.

2.AdvertisingComponents:

Accordingtothedefinitionoftheadvertising,mostoftheadvertisementsshouldhavethefollowingcomponents:

（1）Advertiser

Theadvertiseristhesenderofinformationandalltheadvertisingactivitiesshouldbeconsistentwiththepurposeandwillingnessoftheadvertiser.Therefore,theadvertiseristhemainbodyofadvertising,namely,everyadvertisementshouldhaveitsspecificowneroftheadvertisinginf

ormation.Thespecificownershouldbearecognizablegroup,includingcorporation,enterprise,government,organizationandindividual.Therearethreesignificancesofanadvertiser（bothfortheadvertiserthemselves,andforthepublic）:

firstly,it’seasyforthetargetaudiencetorecognizethecompanyandtheproductsofit,whichwillpromotethepropagandasandthesaleofitsproducts;secondly,itwillestablishahighreputationforthegroup,enterpr

ise,ortheindividualinorderthattheconsumerwilltrustthebrand;finally,itwillpreventtheadvertiserfromcounterfeitinganddeceivingbylegalsupervision.

（2）Acertainamountofmoneypaid

Theadvertisingfeesa

repaidbytheadvertisernomatterit’soperatedbyitselforotheragency.Becauseadvertisingisakindofmarketingaction,anadvertiserhastopayforitsadvertisement.Therearequiteafewpeoplewhoconsiderthattoomuchadvertisingfeewillinevitablyraisethepriceandcostoftheproduct,andtherebywillinfluencethesaleoftheproduct.However,thisconclusionisaone-sidedview.Advertisingcanbringyouahugeprofitbyreasonableplanninga

ndproperoperation.

（3）AdvertisingInformation

Advertisinginformationistheprincipalcontent

sanadvertisementwantstodisseminate.Advertisingisaseriousofplanningaction,sotheinformationofadve

rtisingshouldbeaimedatthecertaintargetmarketandconsumers,andshouldavoidaimlessness.Thedisseminationofinformationshouldbeaccurate,definite,recognizableandmoderateinlength.Aneffe

ctiveadvertisementinvolvesnotonly“whattosay”,butalso‘howtosay”.

（4）AdvertisingMedia

Mediaarethemeansofthedisseminationofadvertising,includingnewspaper,magazine,broadcast,TVprogram,billboardandmail.Thenewspaper,magazine,broadcastandTVarecalledthefourmainmediaofadvertising.Moreover,anykindofobjectsortoolscanbeamediumfortheadvertisement,suchasairplane,train,bus,building,neonlight,movie,package,exhibition,andetc.Differentkindsofmediahavedifferentfeatures,disseminatingarea,targetaudienceandspeed.

II．经典英文广告

麦斯威尔咖啡Goodtothelastdrop滴滴香浓，意犹未尽。

雪碧Obeyyourthirst.服从你的渴望。

索尼影碟机Thenewdigitalera数码新时代。

理光复印机Welead.Otherscopy.我们领先，他人仿效。

佳能打印机Impossiblemadepossible.使不可能变为可能。

雀巢冰激凌Taketimetoindulge.尽情享受吧！

万宝路香烟Cometowheretheflavoris.MarlboroCountry.光临风韵之境——万宝路世界。

凌志轿车Therelentlesspursuitofperfection.不懈追求完美。

丰田汽车Poetryinmotion,dancingclosetome.动态的诗，向我舞近。

轩尼诗酒Tome,thepastisblackandwhite,butthefutureisalwayscolor.　对我而言，过去平淡无奇；而未来，却是绚烂缤纷。

百事流行鞋Askformore.渴望无限。

雀巢咖啡Thetasteisgreat.味道好极了。

麦当劳I’mlovingit!

我就喜欢！

三星电子Feelthenewspace.感受新境界。

百事可乐thechoiceofanewgeneration新一代的选择。

IBMnobusinesstoosmall,noproblemtoobig.

爱立信Makeyourselfheard.（Ericsson）理解就是沟通。

飘柔StartAhead.（Rejoice）成功之路，从头开始。

七喜Fresh-upwithSeven-up.（Seven-up）提神醒脑，请喝七喜。

英特尔奔腾IntelInside.（IntelPentium）给电脑一颗奔腾的“芯”。

诺基亚ConnectingPeople.（Nokia）科技以人为本。

本田FortheRoad

Ahead.（Honda）康庄大道。

飞利浦Letusmakethingsbetter.（Philips）让我们做的更好。

可口可乐EnjoyCoca-Cola.（Coca-Cola）请喝可口可乐。

摩托罗拉Communicationunlimited（Motorola）沟通无极限。

奥林巴斯Focusonlife.（Olympus）瞄准生活。

耐克运动鞋Justdoit.只管去做。

III.常用英语前缀

A．前缀re-

re-是最常用的前缀之一。

它可以加在名词或动词前面，构成新的名词或动词。

1．表示"回"或"向后"。

return（回来，返回）recall（回忆