课前准备 Warm-up

Ad serving describes the technology and service that places advertisements on Web sites. Ad serving technology companies provide software to Web sites and advertisers to serve ads, count them, choose the ads that will make the Web site or advertiser the most money, and monitor progress of different advertising campaigns. Ad servers are divided into two types—publisher ad servers and advertiser (or third party)ad servers.This is a great symbol of global consuming.
Brainstorm your ideas on the following questions.

(1)What kind of products will you buy when you are shopping?

Hints: good quality, lower or higher price, famous brands, etc.

(2)How many types of advertisements do you know? What are they?

Hints: newspaper and magazine ads, posters, TV commercials, etc.

本章概览 An Overview

This unit introduces two aspects of global shopping. Passage one is about advertising, the selling of a product. It tells people the problem and influence of advertising.Passage two is about some advice for consumers, telling people how to be a smart shopper.

学习目标 Objectives

Through discussion and learning, the students should

1.Acquire key words and expressions in talking about shopping and advertising

2.Get a general idea of global consuming

3.Be able to use the words and expressions in discussion

知识结构 Knowledge Structure

Passage One Advertising: The Selling of a Product

One problem of advertising

Advertising methods

Consumer psychology

The influence of advertising

Passage Two Smart Shopping

Advice for consumers

Generic items and brand names

Intelligent consumerism

Consumer protection laws