Unit Ten Text B
By Luo Zhongming 1
Unit Ten Text B
I,Pre-reading Task
II,Related Information
III,Detailed Study
IV,Outline& Summary
V,Home Assignment
Unit Ten Text B
By Luo Zhongming 2
I,Pre-reading Task,
1,Does advertising play an very important role in our life?Why?
2.Have you bought anything advertised?
3,What kind of business do you think advertising is?
Back
Unit Ten Text B
By Luo Zhongming 3
II,Related Information,Advertising
Advertising is a form of mass selling,Advertising techniques range in
complexity from the publishing of simple,straightforward notices in
the classified-advertising columns of newspapers to the concerted
use of newspapers,magazines,television,radio,direct mail,and
other communications media in the course of a single advertising campaign,
From its unsophisticated beginnings in ancient times,advertising has
burgeoned into a worldwide industry,In the U.S,alone in the late
1980s,approximately ＄ 120 billion was spent in a single year on advertising
to influence the purchase of commodities and services,
Modern advertising is an integral segment of urban industrial
civilization,mirroring contemporary life in its best and worst aspects,
Having proven its force in the movement of economic goods and
services,advertising since the early 1960s has been directed in increasing
quantity toward matters of social concern,
Unit Ten Text B
By Luo Zhongming 4
Advertising falls into two main categories,consumer
advertising,directed to the ultimate purchaser,and trade
advertising,in which the appeal is made to dealers through
trade journals and other media,Both consumer and trade
advertising employ many specialized types of commercial
persuasion,
With about 3 million business enterprises using one or more
forms of advertising,almost every American citizen hears or
sees advertising every day,In the U.S,the money invested in
advertising equaled approximately ＄ 370 per capita in the mid-
1980s,Modern advertising plays an integral role in the
development of markets for the low-cost goods made possible
by the high productivity of American industry,
Unit Ten Text B
By Luo Zhongming 5
Although graphic forms of advertising appeared early
in history,printed advertising made little headway
until the invention of the movable-type printing press
in Europe about 1440,the trademark,a two-or three-
dimensional insignia symbolizing a company or
industry,dates from about the 16th century,Among the
best-known trademarks surviving form early modern
times are the striped pole of the barber and the three-
ball sign of the pawnbroker,
Unit Ten Text B
By Luo Zhongming 6
III,Detailed Study,
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,
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,
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,
Unit Ten Text B
By Luo Zhongming 7
III,Detailed Study,
3.Advertising is a big business-and,to many people,a
fascinating business,filled with attraction and excitement,
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,
4.It is part literature,part art,and part show business,
“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,
Unit Ten Text B
By Luo Zhongming 8
III,Detailed Study,
,
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,
Unit Ten Text B
By Luo Zhongming 9
Back
8 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,
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,
Unit Ten Text B
By Luo Zhongming 10
,
Back
10,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,
11.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,
Unit Ten Text B
By Luo Zhongming 11
12,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
13.to raise 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.,
cf,rise,arise
e.g,The balloon rose gently up into the air,
Unit Ten Text B
By Luo Zhongming 12
IV,Outline & Summary,
I) 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
Unit Ten Text B
By Luo Zhongming 13
IV,Outline & Summary,
II) Summary,
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,
Back
Unit Ten Text B
By Luo Zhongming 14
V,Home Assignment,
1,Finish the exercises after text B;
2,Discussion,
Advantages and disadvantages of advertisements
,
Back
Unit Ten Text B
By Luo Zhongming 15
By Luo Zhongming 1
Unit Ten Text B
I,Pre-reading Task
II,Related Information
III,Detailed Study
IV,Outline& Summary
V,Home Assignment
Unit Ten Text B
By Luo Zhongming 2
I,Pre-reading Task,
1,Does advertising play an very important role in our life?Why?
2.Have you bought anything advertised?
3,What kind of business do you think advertising is?
Back
Unit Ten Text B
By Luo Zhongming 3
II,Related Information,Advertising
Advertising is a form of mass selling,Advertising techniques range in
complexity from the publishing of simple,straightforward notices in
the classified-advertising columns of newspapers to the concerted
use of newspapers,magazines,television,radio,direct mail,and
other communications media in the course of a single advertising campaign,
From its unsophisticated beginnings in ancient times,advertising has
burgeoned into a worldwide industry,In the U.S,alone in the late
1980s,approximately ＄ 120 billion was spent in a single year on advertising
to influence the purchase of commodities and services,
Modern advertising is an integral segment of urban industrial
civilization,mirroring contemporary life in its best and worst aspects,
Having proven its force in the movement of economic goods and
services,advertising since the early 1960s has been directed in increasing
quantity toward matters of social concern,
Unit Ten Text B
By Luo Zhongming 4
Advertising falls into two main categories,consumer
advertising,directed to the ultimate purchaser,and trade
advertising,in which the appeal is made to dealers through
trade journals and other media,Both consumer and trade
advertising employ many specialized types of commercial
persuasion,
With about 3 million business enterprises using one or more
forms of advertising,almost every American citizen hears or
sees advertising every day,In the U.S,the money invested in
advertising equaled approximately ＄ 370 per capita in the mid-
1980s,Modern advertising plays an integral role in the
development of markets for the low-cost goods made possible
by the high productivity of American industry,
Unit Ten Text B
By Luo Zhongming 5
Although graphic forms of advertising appeared early
in history,printed advertising made little headway
until the invention of the movable-type printing press
in Europe about 1440,the trademark,a two-or three-
dimensional insignia symbolizing a company or
industry,dates from about the 16th century,Among the
best-known trademarks surviving form early modern
times are the striped pole of the barber and the three-
ball sign of the pawnbroker,
Unit Ten Text B
By Luo Zhongming 6
III,Detailed Study,
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,
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,
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,
Unit Ten Text B
By Luo Zhongming 7
III,Detailed Study,
3.Advertising is a big business-and,to many people,a
fascinating business,filled with attraction and excitement,
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,
4.It is part literature,part art,and part show business,
“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,
Unit Ten Text B
By Luo Zhongming 8
III,Detailed Study,
,
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,
Unit Ten Text B
By Luo Zhongming 9
Back
8 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,
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,
Unit Ten Text B
By Luo Zhongming 10
,
Back
10,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,
11.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,
Unit Ten Text B
By Luo Zhongming 11
12,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
13.to raise 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.,
cf,rise,arise
e.g,The balloon rose gently up into the air,
Unit Ten Text B
By Luo Zhongming 12
IV,Outline & Summary,
I) 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
Unit Ten Text B
By Luo Zhongming 13
IV,Outline & Summary,
II) Summary,
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,
Back
Unit Ten Text B
By Luo Zhongming 14
V,Home Assignment,
1,Finish the exercises after text B;
2,Discussion,
Advantages and disadvantages of advertisements
,
Back
Unit Ten Text B
By Luo Zhongming 15
