高中英语（人教大纲）第三册：unit5 getting the message(备课资料)

《高中英语（人教大纲）第三册：unit5 getting the message(备课资料)》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、ReferenceforTeachingⅠ.异域风情OnAdvertisingAdvertisingbeganinthesignsthatmerchantsonceputovertheirdoorstotellthepublic,withsymbolsorpictures,exactlywhatwasforsaleinside.Posters,pamphletsandhandbillsbeganappearinginEnglandaftertheinvention,inabout1450ofmovabletypesinGermany.Thefirstnewspapersap

2、pearedinEnglandinthe17thcenturyandintheNewWorldatthebeginningofthe18th.Advertisingsoonbecamepartofthesenewspapersasitbecamepartofthemagazinesthatfollowedintheearly19thcentury.AdvertisingagenciesbegantoemergeintheUnitedStatesinthe1840s.Theywereactuallyspacebrokers,sellingspaceinnewspapersandma

3、gazines.Infact,thegenerallyaccepteddefinitionofadvertisingwas“keepingyournamebeforethepublic”.ModernadvertisingbeganintheChicagoagencyLord&Thoms(nowFoote,Cone&Belding)in1904.ItwastherethatAlbertLasker,knownas“thefatherofmodernadvertising”,andacopywriternamedJohnE.Kennedycoinedthedefinition“Sa

4、lesmanship”inprint.Forthefirsttimetheideaofpersuasionandthecomparisiontotheroleofapersonalsalespersonwasbroughttoadvertising.Thisledtofurtherconceptssuchastheconsumerbenefit,puttingforthnotsimplyafeatureoftheproductbutthebenefititwouldbringtotheprospectwhenused.Thisredefinitionofadvertising,al

5、ongwiththeintroductionofradiointheUnitedStatesinthe1920s,gavetheindustryawavethatcarrieditthroughtheGreatDepressionandtheUnitedStatesbeganbroadcastinginmajorcities.Thiswasthestartofthebigadvertisingdevelopmentinwhichadvertisingexpendituresincreasedtenfoldbetween1950and1980.Ⅱ.知识归纳1.advertisin

6、g广告advertising是广告的总称，指广告设计或广告行为，无复数形式。advertisement指具体广告，可数或不可数。ad是advertisement的缩写形式，用于口语，是可数名词。广告公词anadvertisingfirm广告节目advertisingprogramme做广告produce/make/putanadvertisementThecompanyisgoingtoproduce/make/putanadvertisementforitslatestproduct.这家公司打算为他们的最新产品做广告。advertise(vt.&vi.)意思是“为

7、……做广告，登广告”。Acompanymayadvertiseitsproductsbymeansofnewspapers,magazines,radiosandtelevisions.公司可以通过报纸、杂志、电台、电视等为他的产品做广告。advertisefor意思是“登广告征求，找寻……”。登广告找房子、工作advertiseforahouse/ajob登广告出售货物advertisegoodsforsales2.商标中的英语（SomeBrandsfr