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					 Unit 4
Beware of ads
• Identifying the
    Meaning of Ads
•   Asking for
    Clarification and
    I. Lead-in (1)
    Aims of this section:
•   To make yourself familiar
    with and get ready for
    the topics in this unit ---
• To discuss the four topics
    with your partner(s) and
    see what he/she/they
    think of them.Try to take
    down some notes while
    listening and prepare for
•   There’s more discussion
    about the advantages
    and disadvantages of ads
    in Speaking-out section.
I. Lead-in (2)
Background information:
Nowadays ads are everywhere and impossible to
escape. In one way or anther, all ads inform
potential buyers about a product or a service
with the basic aim of increasing sales. Over the
years advertisers have used many different ways
of capturing the attention of the reader, the
listener or the viewer. Clever musical tunes,
humorous slogans, shocking images, famous
people, and well-known works of art have all
been used to communicate the message about a
particular product.
                 I. Lead-in (3)
 Words and expressions for reference
 1. eventually, pass on to, consumer, alternative,
  competition, turn out to be, ban, manufacturer, let
  alone, impose restriction on, untruthful, exaggeration,
  claim, be superior to, compensate for
 2. valuable, function, quality, beware of, similar,
  accurately, in addition to, be likely to, objective,
  common sense, play a role in, commodity, summarize,
  turn to, source
3. negative, as well as, economic, scenic, ruin, a
  sense of inferiority, portray, contemporary
4. on the whole, imitate, in the case of, financial burden,
  fashionable, objection to, content, concentrate on,
I. Lead-in (4)
     Sentences for reference
1.   Perhaps we had better accept ads, but we can
     impose restrictions on them to protect
     consumers’ interests.
2.   It is certainly necessary for us to…, for…
     Comparing ads for similar products, we may…
3.   Advertisements have negative social effects as
     well as economic effects.
4.   On the whole, I don’t think it is a good idea to
     imitate a movie star’s clothes.
      In the case of…, they...
II. Listening Skills
Aims of this section
1. In this section, try to match the slogan with
     the product or company.
2.   To learn to identify the associative meaning of
 III. Listening In (1)
Aims of this section
1. To finish all the exercises in this section and to
     learn some useful words and sentences.
2.   Use the techniques introduced in unit 1 to do
     the “T or F statements” and compound dictation
III. Listening In (2)
                Language points of task 1
                1. kind of: (informal) in a certain
                  way; rather
                2.There is still a lot of life left in
                 By saying so, the boy’s father
                  means that the shoes can still
                  last longer and there is no need
                  to buy another pair.
                3. I’d wear the shoes for nothing.
                  Here the boy answers his father
                  jokingly by saying that his father
                  does not need to pay him
                  anything for wearing the shoes
                  as those advertisers paid Yao
III. Listening In (3)
            Language points of task 2

            1.reach one’s target for…: to
              achieve one’s goal

2. as well as : too
e.g. We study English as well as
Chinese at school.
III. Listening In (4)

                        For reference
                        The Pepsi commercial
                        seems to be more
                        effective. It shows a kid
                        choosing Pepsi over a
                        basketball star. On the
                        other hand, the Coke
                        commercial merely
                        shows that one can
                        exchange Coke for a
                        towel from a football star.
IV. Speaking Out (1)
     Aims of this section
1. To learn to ask for clarifications and clarify, refer to
     Page 51-53.
2.   To finish all the three models in this section and
     role-play with your partner(s).
3.    Other topics for discussion:
•    Discuss the advantages and disadvantages of ads.
•    Do you think a soccer star should receive millions of
     dollars for wearing shoes in an ad?
•    What do you think of the advertisements on buses
     or billboards along the street?
IV. Speaking Out (2)
Asking for clarification and clarifying
﹡ There are some commonly used
   sentences for asking for clarification and
1. What do you mean by…
2. Could you explain…
3. Pardon? What are you trying to say?
IV. Speaking Out (3)
                 ﹡There are also some
                   commonly used
                   sentences for
                1. It means…
                2. What I mean is…
                3. What I’m trying to say
                4. What I wanted to say
    IV. Speaking Out (4)
•   A sample dialog on ads for reference
A: Look, “Make yourself heard!” The Ericsson’s TV commercial is
   so cool.
B: I think the Nokia’s commercial is just as fascinating:
   “Connecting People.”
A: I’m afraid consumers will have to pay for the advertising.
B: I hear that the advertisements create a favorable image of a
   product, and that just leads to consumer brand loyalty.
A: Could you explain “consumer brand loyalty?”
B: I mean consumers identify with the product and keep buying it.
   Sometimes they’re even willing to pay more.
A: It’s contradictory that increased sales lead to a lower
   production cost per unit, but more advertising results in greater
   costs for consumers. The winner is always the company.
B: I agree.
IV. Speaking Out (5)
   Language points
   Model 1
1. market shares: the part of the market owned
   by the company

2. be loyal to: be faithful to one’s country,
   principles, friends, etc.
   e.g. He has been loyal to the team even
   though they lose every game.
 IV. Speaking Out (6)
• Language points
  Model 2
 1. beware of ads: to be very careful about ads. Here
  the speaker wants to warn people of those misleading
  or deceiving ads.
 2. Those TV commercials are killing me: Those ads on
  TV really makes me tired/bored.
 3. target audience: TV-watchers who are made the
  objects of certain ads.
IV. Speaking Out (7)
• Language points
 Model 3
 Wake up: (informal) to start to pay attention
V. let’s talk (1)
Aims of this section
1. In this section, to go on discussing topics relevant
to ads by listening and retell the story of “A job Ad
for a Friendly Employee” on page 54.
2. To have further discussion on Page 55, which
requires more insights and thoughts.
3. While doing the exercises in this section, do refer
to the words and sentences learned in the last four
 V. let’s talk (2)
• Language points
 1. discriminate against: to unfairly treat people or
 group worse or better than others
 discrimination n.
 e.g. This new law discriminates against lower-paid
 2. over-enthusiastic: here over is used as a prefix,
 meaning too much; too enthusiastic
 over+adj. e.g. over-anxious, overjoyed, etc.
 over+v. e.g. over-do, over-charge, over-estimate, etc.
VI. Further Listening & Speaking(1)
 Aims of this section
 1.There are three more exercises about “ads” and
   more words are introduced in this section.
 2. Try to finish all the exercises in this section if
   time permits and practice more with your
VI. Further Listening & Speaking (2)
• Language points
 Task 1
 1. disgusting: sick; very unpleasant or bad
    e.g. I find spitting in public places very
 2. appealing: attractive, pleasing, or interesting
    e.g. The idea of a free holiday is rather
 Task 2
 1. Look no further: Stop searching for it.
 2. king size bed: the beds offered by us are as big as
    those of the kings
VI. Further Listening & Speaking (3)
                •Language points
                Task 3
                 1. outnumber: to be more in
                numbers than
                   e.g. we are completely
                outnumbered by our enemy.
                 2. remind sb. of sth.: to
                tell/cause sb. to remember sth.
                   e.g. That picture always
                reminds me of your father.
1. Describe one of your favorite ads.
2. What are the advantages and
     disadvantages of ads?
3.    Suppose you are a designer of ads.
     Design an advertisement for a certain
     product of your own choice. Show your
     design to your partners. The ad can be
     for TV, radio or a magazine.
The End!!!

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