Unit 3 Advertising

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Unit 3 Advertising
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Unit 3 Advertising
In this unit, you will

• first listen, and then talk about the advantages
  and disadvantages of advertising
• read about the influence of advertising on people
  and the role of the Ad Council in the U. S
• learn new words and expressions
• learn about conjunctions and connective words
• write a personal advertisement
• visit Culture Salon for the advertising
  photography

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Unit 3 Advertising
Part I
Listen
Talk
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Unit 3 Advertising
Directions Listen to the following passage and
try to fill the missing words. Click here to
listen.
Many products for sale seem to scream at us,
Buy me! Buy me! Advertising is a big business
in our world with many products 1. _______ for
our attention. Think of the last time you bought
clothes. You probably noticed the 2. _______ of
colors, patterns, fabric and brands you could
3. _________ from. Which kind of soft 4. _______
would you like to have today or what kind of
computer do you want? Advertisers are skilled in
the art of making their products look the best to
appeal to our senses. But products arent always
what they seem. Sometimes advertising is
deceptive and as 5. _______, we must be careful
about what we choose to buy. It is important to
learn to 6. _______ products and identify our
purpose in purchasing the things we need. Coupons
are also a form of advertising. Sometimes fast
food is tempting because a coupon is offered,
even though there are more healthy choices for
eating. The good thing about advertising is that
it helps people to 7. _______ and refine their
choices. In the United States, the Ad
Council creates timely public service messages to
the nation. Their purpose is to raise awareness
of public problems that citizens can 8. _______
to. Inspiring ads cause individuals to take
action and even save lives. 9. _______ in
America, for example has been reduced over the
years because of the creative Public Service
advertisements that the council 10. _______.
Please, please dont be a litter bug, cause
every litter bit hurts. Many families have
taught their children to place litter in the
trash can in response to this catchy phrase,
which has affected generations as each succeeding
generation has taught their children not to
litter.
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Unit 3 Advertising

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Unit 3 Advertising

• The photos are all related to Advertising.
  Describe them to your classmates with the help of
  the following question.
• What are the pros and cons of advertising?
• How does advertising influence you in your
  purchase decisions?
• What is your opinion about the functions of
  public service advertisements?

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Passage A

• The Victim

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Contents

• Related Information
• Notes to the Text
• Summary of the Text
• Words and Expressions
• Understanding the Text

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Lead-in Pictures
Before reading Passage A, describe the following
pictures .
Ad for Coca Cola
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• Reference Dialogue for Task 1-Talking about a
  public service advertisement about waste disposal
  
• BrianI received an advertisement in the mail
  today about sorting waste products to help
  protect the environment.XiaohongI received it
  too. It sure sounds like a good idea - sorting
  out items that can be recycled, like paper,
  aluminum cans and plastic bottles.BrianI've
  already seen the three slots that the
  advertisement said we should use a blue slot for
  paper, yellow for aluminum cans, and brown for
  plastic bottles. XiaohongDo you think we're
  supposed to rinse out the cans and bottles before
  we put them in the slots?BrianThe ad didn't say,
  but I think it's a good idea since the items are
  going to be recycled. Well, at least that's what
  I plan to do.XiaohongMe too. Do you think other
  citizens will bother with this program?BrianI
  certainly hope so. Everyone should be able to
  recognize the importance of protecting the
  environment. XiaohongYou're right. Recycling
  these kinds of items should drastically reduce
  the amount of land used for waste
  disposal.BrianLet's hope everyone else sees this
  advertisement and starts recycling today!

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• Reference Dialogue for Task 2- Talking about
  being cheated by a sales advertisement VictorI'm
  never going to shop at XYZ Fashion Shop
  again!LiliIt's not one of my favorite stores
  either. What happened to you there?VictorThey
  were advertising a "Clearance Sale" in front of
  the shop and I bought two T-shirts for 30 yuan.
  The problem is, the shirts shrank to children's
  size after being washed only once!LiliDid the
  shirts have laundry instructions on
  them?VictorYes, and I followed them exactly.
  Talk about cheap merchandise!LiliDid you try and
  get your money back from the store?VictorYes,
  but they said they don't guarantee their
  products. I'm never shopping there
  again!LiliThat's why XYZ Fashion Shop is not a
  store I will shop at either. There are other,
  better quality stores that will refund your money
  if there is a problem with one of their products.
  It's just not worth taking a chance when stores
  use so-called "price cutting" techniques to
  mislead shoppers into buying poor quality
  products. VictorYeah, misleading with their
  beautiful advertising lies!LiliIf enough people
  become aware of their poor quality, and their
  lies in advertising, the store will not be able
  to stay in business because no one will shop
  there.VictorI hope you're right. Stores like
  that should not be in business!

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Related Information

• Abercrombie
• Guess
• J Crew
• Ralph Lauren

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Abercrombie

• Abercrombie is a name brand of Abercrombie
  Fitch,which began In 1892 under the name David T.
  Abercrombie Co., a small waterfront shop and
  factory in downtown New York City owned by David
  Abercrombie dedicated to selling only the
  highest-quality camping, fishing and hunting
  gear.

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• Nowadays the Company's principal activities
  are to operate retail stores that sells casual
  apparel, personal care and other accessories for
  men, women and kids. It thrives as a publicly
  held company. A powerful lifestyle brand,
  business is thriving at Abercrombie Fitch with
  hundreds of stores.

ombie
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Guess

• Guess is a name brand of Guess, Inc., which
  was founded by The Marciano brothers who were
  raised in the south of France, a region that
  cultivated a passionate understanding of French
  design and the essence of style. They combining a
  love of the American West with a European
  sensibility.

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• Today, Guess is one of the most widely
  recognized brands in the world. Known for
  quality, trend-setting style, and marketing
  creativity, the company designs and markets a
  leading lifestyle collection of casual apparel
  and accessories for women, men, children, and
  babies.

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J Crew

• J Crew is a name brand of J. Crew Group. It
  sells classic-styled jeans, khakis, and other
  basic (but pricey) items to young professionals
  through its catalogs, Web site, and in about 175
  retail and factory outlets in the US. It also has
  about 60 outlets in Japan through a joint venture
  with Itochu. Women's apparel represents 75 of
  sales. The company has sold off its two
  non-J.Crew catalogs and now its sales come
  entirely from J. Crew-brand items.

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Ralph Lauren

• Polo Ralph Lauren is one of the world's
  best-known brands. Boasting names such as Polo,
  Lauren, Chaps, and Club Monaco, the company
  designs and markets apparel, accessories,
  fragrances, and home furnishings. Polo doesn't
  actually make any products itself instead, it
  oversees the work of many licensees as well as
  more than 300 contract manufacturers in Asia and
  the US. Its largest licensing partners include
  Jones Apparel Group (sportswear), Seibu
  Department Stores (Japanese distribution), and
  WestPoint Stevens (bedding). The firm operates
  about 170 Polo stores and outlets in the US and
  licenses more than 100 others worldwide.

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Lead-in Questions

• 1. What are the pros and cons of advertising?

2. How does advertising influence you in your
purchase decisions?
3. What is your opinion about the functions of
public service advertisements?
(Click the button below to go to each part.)
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Understanding the Text

• 1. Why do the author's friends call her a
• shop-a-holic?

They do so because she likes shopping and keeps a
lot of name-brand items in her room.
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Understanding the Text

• 2. When does the author realize that she
• is a victim of advertising?

She realizes that she is a victim of advertising
when she learns more about marketing.
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Understanding the Text

• 3. Why is clothing very important to high
• school girls and not that important to
• college students?

Because high school girls are defined and
identified by their clothing, but college
students are defined by their personality rather
than by their clothing.
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Understanding the Text

• 4. Advertisers portray beautiful models
• in advertising. Why do they do that?

They use those beautiful models to pass this
message to us if we want to be popular, loved,
and attractive, we should follow these models.
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Understanding the Text

• 5. Do you think there is a way for us to
• avoid being the target of advertising?

Open.
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• New words
• Text

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The Victim

• Para1 You could call me a shop-a-holic, as most
  of my friends do, but I call myself a lover of
  fashion. Sitting in my room, I look in my closet
  at all my belongings and wonder what else I want
  to buy. Abercrombie, Guess, J Crew and Ralph
  Lauren are just a few of the name-brand items
  that clutter my room. And I want more. I've never
  stopped to question whether I'm getting what I'm
  paying for, though I've always been a "smart"
  shopper, a sale shopper. But, as I learn more
  about my future field, marketing, I realize that
  I am a victim of advertising. All the things I
  want and buy are influenced by what magazines,
  television, and other advertisers tell me I need
  to buy.

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• 2. Everyone wears clothes. They can be a
  statement, a style, or a definition of who you
  are. They can also be a simple necessity. For me,
  clothing has meant different things. As a child,
  I wore what my mother gave me or the
  hand-me-downs from my sister. I never questioned
  how I looked, but I liked to dress up.

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• 3. In middle school, I became more concerned
  with my appearance, like most girls. But as I
  progressed to high school, advertising became a
  big influence. Boys began to notice girls, and
  all the girls wanted to look good. The clothing
  in high school became something that defined you
  it identified you with a certain group. Wearing
  Abercrombie jeans meant you were the preppy
  all-American girl, a Guess shirt meant you were
  the snobby rich girl, and anything worse or less
  than that was unacceptable.

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• 4. In college, advertising hit me in a different
  way. College is a place where typically no one
  knows you at first, so you can be whoever you
  want to be. There are so many students and such a
  variety of people that clothing begins to define
  you less and less and your personality begins to
  define you more and more. Everyone is growing and
  changing and beginning to learn who they really
  are. Yet my friends and I still turn to
  advertising, now not only to stay in fashion but
  more so to find our own style. In my quest for
  identity, the style of clothing I choose reflects
  me. It shows my personality and shows what type
  of person I am.

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• 5. Part 1.
• Despite my choice to have my clothing reflect and
  not define me, I remain a victim of advertising.
  Although I look to ads for the upcoming styles, I
  am still affected by the underlying images behind
  them. Advertising reflects society and also adds
  to societal definitions. Advertisers show us
  people around us, yet they choose only a certain
  look. By showing us just these people, they are
  defining those few as the beautiful people.
  Next

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• 5.part2 Advertising feeds off human insecurities
  and makes us want to be like these beautiful
  people. Our insecurities with wanting to be
  popular and wanting to be loved are used against
  us. Society fosters the fascination that we
  should not be who we are, and advertisers use
  this to influence us to believe certain messages.
  If we do not look like the models, we are not
  beautiful. If we are not thin and curvy we are
  not attractive. Even if we have great
  personalities, most people will not like us if we
  are not physically beautiful .

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• 6. Advertisers use our weaknesses to tell us what
  is new, what we should be like, what is cool, and
  what is hot. Because human nature makes us want
  to be popular and glamorous, we follow the lead
  ads give us. Is it the victim's fault for
  believing, or the fault of society for allowing
  advertisers to do so? These are the questions I
  often ask myself as I enter the field of
  marketing. It is very easy to use human
  insecurities as a means of targeting consumption,
  but is it right? How will we ever know unless we
  step back and stop reading magazines and watching
  television? Until then, I will remain a victim of
  advertising. And so will almost everyone else.

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??????

• ?????????,????????,???????????????????,????????
  ??,?????????????Abercrombie, Guess, J Crew, Ralph
  Lauren,????????,???????,????????????????????????,?
  ???????????,????????????,?????????????????,?????
  ????????????????,????,?????????????????,??????????
  ??

BACK
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• ??????,????????,????,????,???????????????????,??
  ???????????????,??????????,????????????????????,??
  ???????????

BACK
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• ???,????????,?????????????????,????????????????
  ?????,?????????????????????????,???????????Abercro
  mbie????????????????,?????Guess???????????,????,?
  ?????????????????

BACK
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• ????,?????????????????,??????????,?????????????
  ??,???????,????????????,????????????????????????,?
  ?????????????????????,?????????????,??????????????
  ????????,????????????,??????,???????????

BACK
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• ??????????,????????,????????????????????????????,?
  ???????????????????????,?????????????????????????,
  ????????????????????,?????????????????????????????
  ,??????????????????????????,??????????????????????
  ????,???????,?????????????????????????????,??????
  ?????,????,????????????,??????,?????????????

BACK
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• ??????????????????,?????????,????,??????????????
  ,????,??????,?????????????????????????????????????
  ??????????,??????????????????????????????????????,
  ?????????????,???????,?????,??????????,???????????
  ?????????? 

BACK
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Words and Expressions

• 1. fashion the way of dressing or behaving
  that is considered the best at a certain
  time

Examples

• Fashions have changed since I was a girl.
• Fashions for men's clothes change less
• frequently than fashions for women's
• clothes.

BACK
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Words and Expressions

• 2. brand a class of goods which is the product
  of a particular firm of
• producer

Examples

• What is your favorite brand of soap?
• There are two brands of the article on the
• market.

BACK
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Words and Expressions

• 3. victim person, animal, etc. suffering injury,
  pain, loss, etc. as result of
  other
• people's actions, or of illness, bad
  luck, etc.

Examples

• He was the victim of ill-treatment as a
• child.
• Many thousands of animals have been
• victims of this strange new disease.

BACK
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• necessity something that is necessary
  Examples Food and clothing are necessities of
  life. We'll take only the necessities for the
  camping trip.

BACK
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Words and Expressions

• 4. dress up make (something, or oneself)
  more attractive, esp. with clothing

Examples

• They dressed up for the occasion.
• Are you going to dress up for the party, or
• is it informal?

BACK
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Words and Expressions

• 5. identify with cause or consider (someone
  to be connected with something)

Examples

• Wealth cannot be identified with happiness.
• The world identifies Mrs. Pankhurst with
• female emancipation.

BACK
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• turn to go to ...for help, advice, sympathy,
  comfort, etc. Examples The child felt there
  was no one he could turn to with his problems.
  I had to turn to the dictionary for help.
• .

BACK
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Words and Expressions

• 6. quest search, attempt to find

Examples

• The quest for gold was long and difficult.
• He went to the library in quest of
• something to read.

BACK
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• look to depend on to provide help, advice, etc.
• Examples
• We look to you for help / to help us.
• An able young man is ashamed to look to others
  for assistance

BACK
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Words and Expressions

• 7. affect influence

Examples

• The amount of rain affects the growth of
• crops.
• The economic crisis has seriously affected
• West German exports.

BACK
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Words and Expressions

• 8. add to put together with something else so
  as to increase the number, size, importance

Examples

• He added some wood to the fire.
• The music added to our enjoyment.

BACK
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Words and Expressions

• 9. be one's fault be something for which
  one can rightly be blamed

Examples

• It is your own fault for not learning.
• Whose fault is it (that) we are late? It is not
• our fault.

BACK
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Words and Expressions

• 10. consumption the act of consuming

Examples

• There is too great a consumption of
• alcohol in Britain.
• That price rise did not reduce consumption.

BACK
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• step back think about as if not involved
• Example From time to time, the teachers
  should step back and let their students run
  things their way. It is the time for parents to
  step back so that their children can handle the
  thing their own way when they grow up. 

BACK
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Notes to the Text

• 1. You could call me a shop-a-holic, as most of
  my friends do, but I call myself a lover of
  fashion. (para. 1)

You could call me a shopping addict, as most of
my friends do, but I'd rather say I love to buy
things in fashion..
?????????,????????,??????????????
BACK
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Notes to the Text

• 2. But as I progressed to high school,
  advertising became a big influence. (para. 3)

But as I moved ahead to high school, I paid more
attention to advertising.
??????,???????????
BACK
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Notes to the Text

• 3. The clothing in high school became something
  that defined you

High school students seem to adopt a notion that
by wearing expensive clothes they are wealthy,
smart, or superior in some way.
???????????.
BACK
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Notes to the Text

• 4. Yet my friends and I still turn to
  advertising, now not only to stay in fashion but
  more so to find our own style. (para. 4)

Yet my friends and I still pay attention to
advertising, not only to follow the fashions, but
more to find our own personal style..
???????????,?????????????,??????????
BACK
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Notes to the Text

• 5. Advertising feeds off human insecurities and
  make us want to be like these beautiful
  people.(Para5)

Advertising makes people insecure about who they
are and need expensive clothes to make them look
good.
??????????????,?????????????
BACK
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Notes to the Text

• 6. Advertisers show us people around us, yet they
  choose only a certain look.(para. 5)

Advertising makes people insecure about who they
are and need expensive clothes to make them look
good.
???????????????,????????????
BACK
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Notes to the Text

• 7. Is it the victim's fault for believing, or the
  fault of society for allowing advertisers to do
  so? (para. 6)

Is it the buyer's fault for believing the
advertising, or society's fault for allowing ads
to make us buy things we don't need?
???????????????????????
BACK
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Summary of the Text

• The author once was a compulsive shopper,
  and might even be addicted to shopping. She
  tended to buy more clothes than she needed, and
  often looked for famous brands, and even
  discounts. Later in her life, when she became a
  marketing student, this helped her understand how
  much her shopping was influenced by advertising.
  This influence began to be felt in middle school
  when she became concerned about her appearance.
  As an adult she was more aware of her motives

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Summary of the Text

• while shopping, but was still influenced by
  advertising, consciously or subconsciously. The
  conclusion drawn by the author is nobody can
  escape the influence of advertising. Advertising
  uses our weaknesses and insecurities against us,
  and makes us want to be more attractive, popular,
  or loveable. It makes us uncomfortable with who
  we are, and makes us want to be like the models
  in the ads. Thus we may buy things that we think
  are "new, cool, or hot."

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• Exercises

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4.

• 1. Company loyalty made him turn down many __job
  offers. 2. Miller's ___with medieval art dates
  from her childhood. 3. His __that he had nothing
  to do with the affair was greeted with some
  suspicion. 4. There are good novelists, __the
  terrible flood of bad novels and poor work. 5.
  The shops are well stocked with food, clothing
  and other consumer __.
• Anwser1. attractive 2. fascination 3. statement
  4. despite 5. items

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• 6. Something is worrying me, but I can't
  __exactly what it is. 7. She had a clear ___of
  how she would look in twenty years' time. 8. The
  agency is more__ with making arty ads than
  understanding its clients(??). 9. The dead
  soldier was identified only by his uniform and
  personal___ . 10. Food and clothing are the bare
  ___of life. 
• 6. define 7. image 8. concerned 9. belongings 10.
  necessities

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5.

• 1. This meeting gives us a chance to __and have a
  good look at our problem.2. By reading this
  book, we can ___the main character's
  personality.3. I just love the fun of ___in
  different clothes for different occasions. 4.
  For advice, they ___one of the school's most
  experienced teachers. 5. The central services of
  the BBC___ the local stations to some extent.
• 1. step back 2. identify with 3. dressing up 4.
  turned to/looked to 5. feed off

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7.

• 1. ??????????????????????
• We need to cut down on our fuel consumption by
  having fewer cars on the road.
• 2.?????????????(add to)
• The rise in power costs has added to our burden.
• 3.?????????????????????
• AnswerYou should judge by yourself, and not
  always follow your brothers lead.

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6.

• 1. You will spend lots on clothes if you always
  follow the__ . (the way of dressing that is
  popular at a certain time Para. 1)2.We were
  very sympathetic with the sufferings of the
  flood__ . (people or animals that are injured,
  killed or hurt by somebody or something Para.
  1)3.They are going to make an important decision
  that will ___the companys future. (influence
  Para. 5)4.The essential ___of transport for the
  islanders remained the rowboat. (a method or way
  of doing Para. 6)5.The___ of beer did not go
  down when the tax on it was raised. (the act of
  consuming or an amount consumed Para. 6)
• 1.fashion   2.victims   3.affect   4.means
    5.consumption                      

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• 4.?????????,???????????(in fashion)
• That hairstyle is in fashion this year, but I am
  afraid it will be out of fashion next year.
• 5.?????????,????(fate to)?????????(in ones quest
  for)
• We are fated to suffer from many failures in our
  quest for truth.

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8.

• 1 Ive never stopped to question whether Im fit
  to be what my parents want me to be though Ive
  always been listening to my parents.
• 2 All the things one has done are influenced by
  what his habits, his personality, or his way of
  life tell him he needs to do so.

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shirleyxue06_at_yahoo.com.cn

• 3 College is a place where you can work with
  professors and scholars, so you can learn to be
  an expert in whatever field you want to be
  exploring.
• 4 Although I look to magazines for fashion, I am
  still affected by the traditional dressing
  styles.
• 5 Because human nature makes us want to look
  nice, we follow the lead fashion models give us.

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Write about it

• People fall victim to advertising mainly for
  two reasons. First, human beings have their own
  weaknesses. People want to be popular, be loved
  and stay in fashion. Therefore, they often turn
  to advertising to have a sense of security.
  Second, advertisers take advantage of human
  weaknesses. Through advertisements, they tell
  people what is new, what they should look like,
  what is cool, and what is hot. They constantly
  stimulate people to want things and to follow
  fashion. Eventually, people become victims of
  advertising even without realizing it.