Unit3 Advertising Listen and talk Directions: Listen to the following paragraphs and decide which picture is described in detail The photos are all related to Advertising. Describe them to your th the help of the foll I. 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? Read and Explore Passage a The Victim ▲Lead- in Questions 1. What are the pros and cons of advertising? 2. How does advertising influence you in your purchase decisions? 3. What our opinion about the functions of public service advertisements? Related information 1 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. abercrombie& Fitch outfitted many great hunting and exploration expeditions, like Theodore Roosevelts trips to africa and the Amazon and Robert Peary s expedition to the North Pole. Ernest Hemingway bought his guns there. Presidents Hoover and Eisenhower relied on A&F for the best fishing equipment. 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 thriving at abercrombie Fitch with hundreds of stores 2 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. 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
Unit 3 Advertising Listen and Talk Directions: Listen to the following paragraphs and decide which picture is described in detail. The photos are all related to Advertising. Describe them to your classmates with the help of the following question. 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? Read and Explore Passage A The Victim ▲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? Related Information 1 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. Abercrombie & Fitch outfitted many great hunting and exploration expeditions, like Theodore Roosevelt's trips to Africa and the Amazon and Robert Peary's expedition to the North Pole. Ernest Hemingway bought his guns there. Presidents Hoover and Eisenhower relied on A&F for the best fishing equipment. 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. 2 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. 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 3J Crew J Crew is a name brand of J. Crew Group It sell 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 4 Ralph lauren Polo Ralph lauren is one of the worlds 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 doesnt 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 worldwid Words and e fashion: the way of dressing or behaving that is considered the best at a certain time Fashions have changed since I was a girl. Fashions for mens clothes change less frequently than fashions for women’ s clothes. 2. brand: a class of goods which is the product of a particular firm of producer What is your favorite brand of soap? There are two brands of the article on the market 3. victim: person, animal, etc. suffering injury, pain, loss, etc. as result of other people s actions, or of illness, bad luck, et Example He was the victim of ill-treatment as a child Many thousands of animals have been victims of this strange new disease 4. dress up: make (something, or oneself) more attractive, esp. with clothing Exampl They dressed up for the occasion. Are you going to dress up for the party, or is it informal?
and babies. 3 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. 4 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. Words and Expressions 1. fashion: the way of dressing or behaving that is considered the best at a certain time Example: • Fashions have changed since I was a girl. • Fashions for men's clothes change less frequently than fashions for women's clothes. 2. brand: a class of goods which is the product of a particular firm of producer Example: •What is your favorite brand of soap? • There are two brands of the article on the market. 3. victim: person, animal, etc. suffering injury, pain, loss, etc. as result of other people's actions, or of illness, bad luck, etc. Example: • He was the victim of ill-treatment as a child. • Many thousands of animals have been victims of this strange new disease. 4. dress up: make (something, or oneself) more attractive, esp. with clothing Example: • They dressed up for the occasion. • Are you going to dress up for the party, or is it informal?
5. identify with: cause or consider (someone to be connected with something) Example Wealth cannot be identified with happiness. The world identifies Mrs. Pankhurst with female emancipation 6. quest: search, attempt to find Example The quest for gold was long and difficult. He went to the library in quest of something to read 7. affect: influence Example The amount of rain affects the growth of crops. o The economic crisis has seriously affected West German exports. add to: put together with some thing else so as to increase the number mportance He added some wood to the fire The music added to our enjoyment 9. be one's fault: be something for which one can rightly be blamed Example It is your own fault for not learning. Whose fault is it (that)we are late? It is not our fault 10. consumption: the act of consuming Exampl There is too great a consumption of alcohol in Britain. That price rise did not reduce consumption 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. 你可以说我是购物狂,朋友大都这样说我,不过我自认为是个时尚爱好者。 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. 但从高中开始,广告产生了很大的影响。 3. The clothing in high school became some thing 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. 高中时衣着界定你的身份.4. Yet my friends and I still turn to
5. identify with: cause or consider (someone to be connected with something) Example: • Wealth cannot be identified with happiness. • The world identifies Mrs. Pankhurst with female emancipation. 6. quest: search, attempt to find Example: • The quest for gold was long and difficult. • He went to the library in quest of something to read. 7. affect: influence Example: •The amount of rain affects the growth of crops. • The economic crisis has seriously affected West German exports. 8. add to: put together with something else so as to increase the number, size, importance Example: • He added some wood to the fire. • The music added to our enjoyment. 9. be one's fault: be something for which one can rightly be blamed Example: • It is your own fault for not learning. • Whose fault is it (that) we are late? It is not our fault. 10. consumption: the act of consuming Example: • There is too great a consumption of alcohol in Britain. • That price rise did not reduce consumption. 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.. 你可以说我是购物狂，朋友大都这样说我，不过我自认为是个时尚爱好者。 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. 但从高中开始，广告产生了很大的影响。 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. 高中时衣着界定你的身份.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. 我和朋友们依然关注广告,不过现在不只是为了紧跟时尚,更想找到自己的风格 5. Advertising feeds off human insecurities and make us want to be like these beautiful people. Advertising makes people insecure about who they are and need expensiv clothes to make them look good. 广告利用人类的不甘人后的心理,怂恿我们去学这些俊男美女 6. Advertisers show us people around us, yet they choose only a certain look.(para. 5) Advertising makes people insecure about who and need expensive clothes to make them look good 广告给我们看到的是我们身边的人,但他们只选择特定的类型。 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 buyers fault for believing the advertising, or society's fault for allowing ads to make us buy things we don' t need? 怪人们相信广告吗?还是该怪社会纵容广告误导人? Understanding the Text 1. Why do the authors 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 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. 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. 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 5. Do you think there is a way for us to avoid being the target of advertising? Open Summary of the Text he 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
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.. 我和朋友们依然关注广告，不过现在不只是为了紧跟时尚，更想找到自己的风格。 5. Advertising feeds off human insecurities and make us want to be like these beautiful people. Advertising makes people insecure about who they are and need expensive clothes to make them look good. 广告利用人类的不甘人后的心理，怂恿我们去学这些俊男美女。 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. 广告给我们看到的是我们身边的人，但他们只选择特定的类型。 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? 怪人们相信广告吗？还是该怪社会纵容广告误导人？ 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. 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. 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. 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. 5. Do you think there is a way for us to avoid being the target of advertising? Open. 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 n middle school when she became concerned about her appearance. As an adult she was more aware of her motives while shopping, but was still influenced by advertising, conscious, 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 b The Ad Council at a glance ▲Lead- in Questions 1. Have you ever benefited from pubic service advertisements? 2. Can you mention one or two slogans from public service advertisements? 3. Do you think public service campaigns necessary? Explain. Related Information 1 Ad Council The Ad Council is a private, non-profit organization that produces, distributes and promotes thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well being, environmental preservation and strengthening families. From earliest efforts including Loose lips sink Ships to the more recent I am an American, Ad Council PSAs have been raising awareness, inspiring action and saving lives for 2 Smokey Bear Forest Fire Prevention This smokey Bears Campaign is an effort to help educate people about the importance of preventing accidental, human-caused wildfires and their effects upon life, property, and natural resources. The focus of the visit was on promoting wildfire prevention, and Smokey Bear as a teacher, as a friend, and as the guardian of our land. 3 United Negro College Fund UNCF' s mission is to enhance the quality of education by providing financial assistance to deserving students, raising operating funds for member colleges and universities, and ncreasing access to technology for students and faculty at historically black colleges and universities(HBCUs. Since its inception in 1944, UNCF has grown to become the nations oldest and most successful African American education assistance organization. Friends don' t let friends drive drunk This campaign features real photographs and stories of individual who lost their lives because of alcohol-impaired drivers. By creating the
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 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." Passage B The Ad Council at a Glance ▲Lead-in Questions 1. Have you ever benefited from pubic service advertisements? 2. Can you mention one or two slogans from public service advertisements? 3. Do you think public service campaigns necessary? Explain. Related Information 1 Ad Council The Ad Council is a private, non-profit organization that produces, distributes and promotes thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well being, environmental preservation and strengthening families. From earliest efforts including "Loose Lips Sink Ships" to the more recent "I am an American," Ad Council PSAs have been raising awareness, inspiring action and saving lives for 60 years. 2 Smokey Bear Forest Fire Prevention This Smokey Bear's Campaign is an effort to help educate people about the importance of preventing accidental, human-caused wildfires and their effects upon life, property, and natural resources. The focus of the visit was on promoting wildfire prevention, and Smokey Bear as a teacher, as a friend, and as the guardian of our land. 3 United Negro College Fund UNCF’s mission is to enhance the quality of education by providing financial assistance to deserving students, raising operating funds for member colleges and universities, and increasing access to technology for students and faculty at historically black colleges and universities (HBCUs). Since its inception in 1944, UNCF has grown to become the nation's oldest and most successful African American education assistance organization. Friends Don’t Let Friends Drive Drunk This campaign features real photographs and stories of individuals who lost their lives because of alcohol-impaired drivers. By creating the