Unit 3

1. Unit 3 Advertising

2. Content BOOK 2 Unit 3 Presentation Detailed Study Consolidation Writing Assignment Experiencing English

3. BOOK 2 Unit 3 Presentation Before reading Passage A, describe the following pictures . Ad for Coca Cola Experiencing English

4. BOOK 2 Unit 3 Presentation Questions for discussion: 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? Experiencing English

5. BOOK 2 Unit 3 Presentation Related Information • Abercrombie • Guess • J Crew • Ralph Lauren Experiencing English

6. BOOK 2 Unit 3 Presentation 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. Experiencing English

7. BOOK 2 Unit 3 Presentation 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. Experiencing English

8. BOOK 2 Unit 3 Presentation 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. Experiencing English

9. BOOK 2 Unit 3 Presentation 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. Experiencing English

10. BOOK 2 Unit 3 Detailed Study—Words and Phrases Words and Phrases 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. Experiencing English

11. BOOK 2 Unit 3 Detailed Study—Words and Phrases 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. Experiencing English

12. BOOK 2 Unit 3 Detailed Study—Words and Phrases 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. Experiencing English

13. BOOK 2 Unit 3 Detailed Study—Words and Phrases 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? Experiencing English

14. BOOK 2 Unit 3 Detailed Study—Words and Phrases 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. Experiencing English

15. BOOK 2 Unit 3 Detailed Study—Words and Phrases 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. Experiencing English

16. BOOK 2 Unit 3 Detailed Study—Words and Phrases 7. affect: influence Examples: • The amount of rain affects the growth of • crops. • The economic crisis has seriously affected • West German exports. Experiencing English

17. BOOK 2 Unit 3 Detailed Study—Words and Phrases 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. Experiencing English

18. BOOK 2 Unit 3 Detailed Study—Words and Phrases 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. Experiencing English

19. BOOK 2 Unit 3 Detailed Study—Words and Phrases 10. consumption: the act of consuming Examples: • There is too great a consumption of • alcohol in Britain. • That price rise did not reduce consumption. Experiencing English

20. BOOK 2 Unit 3 Detailed Study—Paraphrase Paraphrase 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.. Experiencing English

21. BOOK 2 Unit 3 Detailed Study—Paraphrase 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. Experiencing English

22. BOOK 2 Unit 3 Detailed Study—Paraphrase 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. Experiencing English

23. BOOK 2 Unit 3 Detailed Study—Paraphrase 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.. Experiencing English

24. BOOK 2 Unit 3 Detailed Study—Paraphrase 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. Experiencing English

25. BOOK 2 Unit 3 Detailed Study—Paraphrase 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. Experiencing English

26. BOOK 2 Unit 3 Detailed Study—Paraphrase 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? Experiencing English

27. BOOK 2 Unit 3 Consolidation—Summary 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. Experiencing English

28. BOOK 2 Unit 3 Consolidation—Summary 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. Experiencing English

29. BOOK 2 Unit 3 Consolidation—Summary 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." Experiencing English

30. BOOK 2 Unit 3 Consolidation—Vocabulary Exercises • Fill in the blanks with the words given below. Change the form where necessary. image, concerned, attractive, belongings, define, statement, fascination, despite, necessity, item Experiencing English

31. BOOK 2 Unit 3 Consolidation—Vocabulary Exercises • Company loyalty made him turn down many __________job offers. • Miller’s __________with medieval (中世纪) art dates from her childhood. • His __________that he had nothing to do with the affair was greeted with some suspicion. attractive fascination statement Experiencing English

32. BOOK 2 Unit 3 Consolidation—Vocabulary Exercises despite 4. These are good novelists, ________the terrible fold of bad novels and poor work. 5. The shops are well stocked with food, clothing and other consumer _________. 6. Something is worrying me, but I can’t __________exactly what it is. items define Experiencing English

33. BOOK 2 Unit 3 Consolidation—Vocabulary Exercises imagine 7. She had a clear __________of how she would look in twenty years’ time. 8. The agency is more __________with making arty ads then understanding its clients (客户). 9. The dead soldier was identified only by his uniform and personal _________. 10. Food and clothing are the bare ___________ of life. concerned belongings necessities Experiencing English

34. BOOK 2 Unit 3 Consolidation—Translation Translate the following sentences into Chinese. • 我们需要通过减少道路上的车辆以降低燃料消耗。 We need to cut down on our fuel consumption by having fewer cars on the road. Experiencing English

35. BOOK 2 Unit 3 Consolidation—Translation 2. 电费上涨增加了我们的负担。 The rise in power costs has added to our burden. 3. 你应该自己判断行事，别总是跟在你哥哥的后面。 You should judge by yourself, and not always follow your brother’s lead. Experiencing English

36. BOOK 2 Unit 3 Consolidation—Translation 4. 那种发型今年很流行，但是我想明年就会过时。 That hairstyle is in fashion this year, but I’m afraid it will be out of fashion next year. 5. 在追求真理的过程中，我们注定要遭受失败的痛苦。 We are fated to suffer from many failures in your quest for truth. Experiencing English

37. BOOK 2 Unit 3 Consolidation—Talk about it Talk about it • Do you feel tempted to buy clothes when go shopping? And do you often turn to advertising when you buy clothes? Work in small groups and explain your reasons. Experiencing English

38. BOOK 2 Unit 3 Consolidation—Talk about it • Words and phrases likely to be used: cool/ fashionable mean different things a simple necessity a style reflected a person Experiencing English

39. BOOK 2 Unit 3 Consolidation—Talk about it show personality be concerned with appearance look to stay in fashion look like the models Experiencing English

40. BOOK 2 Unit 3 Consolidation—Talk about it • Sentence patterns likely to be used: To my mind… They are really… I’m tempted to…whenever… I am (a lover of fashion), so… As for me, I’m not so influenced by… I don’t believe… Experiencing English

41. BOOK 2 Unit 3 Consolidation—Talk about it Advertising is… What’s more, I can’t afford… I think clothing shows… Clothing is important in that… People often judge you by… I never question/ care… Experiencing English

42. BOOK 2 Unit 3 Writing Personal Ads The text of an advertisement usually contains four parts: headline; body copy; slogan, or tagline; and subscript. Personal ads are useful for our daily life. Choose one of the headlines to make a personal ad. Experiencing English

43. BOOK 2 Unit 3 Assignment 1. Read the passage three times or more. 2. Recite some sentences. 3. Write a paragraph of around 80 words explaining why people fall victim to advertising. 4. Topic for English Dormitory discussion: Do you think public service campaigns are necessary? Give your reasons. Experiencing English