Unit 10 Text B Advertising I, Teaching aims Get students to master the following words and phrases Civil, device, effective, expand, highly, living, merely ,react, respond, trace, at the beginning of, be described as, be filled with, be traced back, leaf through, shout out, take the place of Practice the following skills reading ----distinguishing facts from opinions translation------省略译 writing--------invitation letter listening & speaking -----intonation, taking leave, listening comprehension Ⅱ.Main difficult points 1.Comprehension of the text 2.Usage of the words, phases and skills mentioned above The skills mentioned above Teaching procedures ⅠIntroduction Advertising plays a more and more important role in our daily life, as we more often buy things or use services that have been advertised in newspapers, magazines, on the radio or television .But do you know when advertising first appeared and what kind of purposes advertising has? This passage will tell us something about it. Ⅱ.Outline Section One An introduction to advertising  Para.1 Advertising is part of our daily lives.  Para.2 Advertising is a big business.  Para.3 The purpose of advertising  Para.4 The definition of advertising  Section Two The history of advertising  Paras.5,6,7 Advertising is very old.  Paras.8,9 The development of advertising  Ⅲ. Detailed Study of the Text 1. To realize this fact, you have only to leaf through a magazine or newspaper or count the radio or television commercials that you hear in one evening. —To be aware of/accept this fact ,you have only to look through a magazine or newspaper or calculate the total number of the radio or television commercials that you hear in one evening leaf through :to turn the pages quickly without looking at them carefully e.g. While we are waiting in the waiting-room ,we are often offered some magazines and newspapers to leaf through. Mr. Thompson is busy now. If you are not in a hurry, please sit down, have a cup of coffee and leaf through these magazines. Commercial: an advertisement that is broadcast on television or radio 2.And people respond to the many devices that advertisers use to gain their attention. respond to : to react to something by doing or saying something oneself e.g. She responded to my offer of help with a smile. He often responded to the pressure by having a good rest. The disease failed to respond to the drugs. 3.Advertising is a big business-and ,to many people, a fascinating business, filled with attraction and excitement. —广告是种大专卖，对许多人而言，又是一项富有吸引力的事业，充满了魅力的激情。 Business is work relating to the production, buying, and selling of goods or services. A business is an organization which produces and sells goods or which provides a service, You use business to refer in a general way to an event, situational, or activity that you are talking about. If you have some business to deal with, you have something, especially something important ,to deal with. If you say that something is your business, you mean that it census you personally and tat other people have no right to get involved in it. If you say that someone “Mind your own business” or “It’s none of your business”, you are telling them not to ask about something that does not concern them. be filled with: full of The party is filled with friendly atmosphere. 4.It is part literature, part art , and part show business. —To some extent advertising is literature, art, and show business. If you say that something is part one thing , part another, you mean that it is to some extent the first thing and to some extent the first thing and to some extent the second. “Part” here is used as an adverb , meaning” partly” e.g. This story is part fiction and part fact. He was part right and part wrong. 5. be described as : to be regarded as e.g. The newspaper is well described as a daily history of the world. He was described as being very clever. 6 .expand: to(cause to )grow larger e.g. Many old factories have been expanded in recent years. He expanded his short story into a novel. 7.…,it would still stand today. —…today it (advertising)would also be described as salesmanship in print. stand: to remain true, be valid e.g. He pointed out that the agreement would still stand. We needn’t change these words, and let them stand. 8.at one time: at the same time e.g. they all tried to talk at one time. cf. At one time I used to play a lot of sports, but I seem to have lost interest now. 9. It cam be traced back as far as the public criers of ancient Greece… its history/origin goes back to public criers of ancient Greece… trace bake: to find the origins of…by going back in time e.g. The history of his family can be traced back to the 10th century. The friendly relationship between our two countries can be traced back to the Ming Dynasty. Professor Kong’s family traces its history back to Confucius. as far as : to someone/something mentioned; to the distance that e.g. I will go with you as far as London. cf. John did a good job as far as he went ,but he did not finish it. As far as I know, English is now most widely spoken in the world. 10.Shakespeare William Shakespeare(1564-1616),an English playwright ,one of the most famous ever, born in Stratford-upon-Avon in England. 11. William Caxton (about 1422-1491) the first printer in England to print books and other documents 12. Besides advertising his product, he identified his shop with a red-striped shield so that customers could find it easily. Mr. Caxton posted small printed notices along London’s main streets .In addition, his shop had a red striped shield so that it would be easy for customers to identify it. 13.large factories took the place of small workshops, and goods were produced in large quantities. Large factories replaced small workshops, and goods were produced in large amounts. take the place of : to replace e.g. Electric trains have now taken the place of steam trains in England. Plastics have taken the place of many materials. 14. They had to find many thousands of customers in order to stay in business. Stay: to continue doing something or continue to be (in a particular condition or situation) e.g. He decided not to stay in teaching/medicine/the army. Last night I stay in teaching/medicine/the army. The unemployment rate stayed below five percent 15.to raise standards of living to improve standards of living raise: to cause (something) to rise or become bigger or better e.g. The report says that standards at the school need to be raised(=improved). The teacher raised her hand to tell children to be quiet. The teacher raised her hand to tell children to be quiet. cf. rise, arise e.g. The balloon rose gently up into the air. She rose form her chair to welcome us. Should the opportunity arise, I’d love to go to China. Could you work on Saturday, should the need arise? 16.the Civil War: the war between the North(the Union)and the South(the Confederacy)in the United States IV. Summary of the Text We cannot avoid advertisements in our daily lives. Advertising can be regarded as the attractive business of influencing people’s opinion by varying skills. It has the advantage of distributing information to many people at one time, and has been developing ever since ancient times. The printed advertisement first took the form of roadside notices or signs, which still exist today. Then the industrial Revolution saw the appearance of modern advertising .In the USA advertising has developed through the mass media into a highly specialized profession. Ⅴ. Exercises Finish off the exercises for this part.