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

1、高中英语 Unit1 Background information背景信息教案 译林牛津版必修4英语必修4译林牛津Unit 1精品教案（背景信息）U1 第三部分教案Background information（牛津译林版必修4）Section 2 Background informationI. An introduction to Advertising1. Definition:American Marketing Association (AMA) defines advertising as “the non-personal communication of information

2、usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the

3、 promotive strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising, by Vestergard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and r

4、apid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money.2. Advertising Components: According to the definition of the advertising, most of the advertisements should have the following compo

5、nents:(1) AdvertiserThe advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the adv

6、ertising information. The specific owner should be a recognizable group, including corporation, enterprise, government, organization and individual. There are three significances of an advertiser (both for the advertiser themselves, and for the public): firstly, its easy for the target audience to r

7、ecognize the company and the products of it, which will promote the propagandas and the sale of its products; secondly, it will establish a high reputation for the group, enterprise, or the individual in order that the consumer will trust the brand; finally, it will prevent the advertiser from count

8、erfeiting and deceiving by legal supervision.(2) A certain amount of money paidThe advertising fees are paid by the advertiser no matter its operated by itself or other agency. Because advertising is a kind of marketing action, an advertiser has to pay for its advertisement. There are quite a few pe

9、ople who consider that too much advertising fee will inevitably raise the price and cost of the product, and thereby will influence the sale of the product. However, this conclusion is a one-sided view. Advertising can bring you a huge profit by reasonable planning and proper operation. (3) Advertis

10、ing InformationAdvertising information is the principal contents an advertisement wants to disseminate. Advertising is a serious of planning action, so the information of advertising should be aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of inform

11、ation should be accurate, definite, recognizable and moderate in length. An effective advertisement involves not only “what to say”, but also how to say”. (4) Advertising MediaMedia are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and

12、 mail. The newspaper, magazine, broadcast and TV are called the four main media of advertising. Moreover, any kind of objects or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc. Different kinds of media have differe

13、nt features, disseminating area, target audience and speed.II经典英文广告麦斯威尔咖啡 Good to the last drop 滴滴香浓，意犹未尽。雪碧 Obey your thirst. 服从你的渴望。索尼影碟机 The new digital era 数码新时代。理光复印机 We lead. Others copy. 我们领先，他人仿效。佳能打印机 Impossible made possible. 使不可能变为可能。雀巢冰激凌 Take time to indulge. 尽情享受吧！万宝路香烟 Come to where t

14、he flavor is. Marlboro Country.光临风韵之境万宝路世界。凌志轿车 The relentless pursuit of perfection. 不懈追求完美。丰田汽车 Poetry in motion, dancing close to me. 动态的诗，向我舞近。轩尼诗酒 To me, the past is black and white, but the future is always color. 对我而言，过去平淡无奇；而未来，却是绚烂缤纷。百事流行鞋 Ask for more. 渴望无限。雀巢咖啡 The taste is great. 味道好极了。麦

15、当劳 Im loving it! 我就喜欢！三星电子 Feel the new space. 感受新境界。百事可乐 the choice of a new generation 新一代的选择。IBM no business too small, no problem too big.爱立信 Make yourself heard. (Ericsson) 理解就是沟通。飘柔 Start Ahead.(Rejoice) 成功之路，从头开始。七喜 Fresh-up with Seven-up. (Seven-up) 提神醒脑，请喝七喜。英特尔 奔腾Intel Inside.(Intel Pentiu

16、m) 给电脑一颗奔腾的“芯”。 诺基亚Connecting People. (Nokia) 科技以人为本。本田For the Road Ahead.(Honda) 康庄大道。飞利浦Let us make things better.(Philips) 让我们做的更好。可口可乐Enjoy Coca-Cola.(Coca-Cola) 请喝可口可乐。摩托罗拉Communication unlimited (Motorola) 沟通无极限。奥林巴斯Focus on life.(Olympus) 瞄准生活。耐克运动鞋Just do it. 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