Unit 6 The Media Lesseon 3 The Advertising Game 课件-高中英语北师大版（2019）选择性必修第二册

UNIT6TheMedia

Lesseon3TheAdvertisingGame课本练习题

课本69页3

ChenYangwritesaboutthehistoryandpurposeofadvertising.陈阳写了关于广告的历史和目的。Completeitusingthecorrectformofthewordsandphrasesbelow.用下列单词和短语的正确形式完成它。fundamental；attract；consistof；combine...with；

基本;吸引,包括;把…与结合besuitablefor；technological；participatein；humorous；

适合;技术的;参与;幽默的;freedom；agency；economic；budget；

自由;代理处;经济的;预算;Advertisinghasexistedaslongaspeoplehavebeensellinggoods,butithasgonethroughmanychangesovertheyearsas1___________

developmenthasoccurred.自从人们开始销售商品，广告就已经存在了，但是随着经济的发展，它在这些年里经历了许多变化。economic2_________________

developmenthasalsohelpedtomoderniseadvertisementsthroughtheuseofCGIandsharingadvertisementsontheInternet.技术的发展也通过使用CGI技术和在互联网上分享广告帮助广告现代化。TechnologicalThe3________________

purposeofadvertisinghasalwaysbeenthesame,however,whichistoencouragepeopletobuygoodsandservicesthattheymayneed(butoftendon't!).然而，广告的根本目的一直都是一样的，那就是鼓励人们购买他们可能需要(但往往不是!)的商品和服务。fundamentalAdvertising4___________

workwithcompaniestodesignadvertisementsthatwill5___________

thepublicandtheygotogreatlengthstounderstandwhatpeoplewant.广告代理公司与公司合作设计吸引公众的广告，他们竭尽全力了解人们想要什么。agenciesattractAdvertisementstraditionally6_____________onlybasicinformationaboutaproduct,thelocationwhereitwasmadeandwhoownedit.广告传统上只包含产品的基本信息，产地和所有者。Eventuallyitbecameclearthatthisapproach7________________________

situationswherecompaniesweredirectlycompetingwith

eachother.最后，很明显，这种方法不适用于公司间直接彼此竞争的情况。consistof

wasnotsuitableforInrecentyears,theapproachoftheadvertisershaschangedandnowit'scommonforcommercialadvertisementstohave8___________

asbigasfilms!近年来，广告商的做法发生了变化，现在商业广告的预算和电影一样大是很常见的!budgetItisalsocommonnowtopaycelebritiesfromfilmsandsportsto9________________

campaignstofurtherencouragethepublictobuyaproduct.现在，付钱给电影和体育明星参加活动，进一步鼓励公众购买产品的做法也很普遍。participateinNowwhenitcomestoadvertising,oftentheaimistotryandcreateanemotioninthepersonviewingit,eitherbymakingit10_____________

orevensad.现在说到广告，通常目的是试图在观看它的人身上创造一种情感，或者通过使其幽默，甚至悲伤。Advertisersalsotryto11__________

productaconcept_______

likehappiness,12____________

orpower,tellingthepublicthatthisproductwillleadtothisfeelingoroutcome.广告商也试图将产品的概念与幸福、自由或权力相结合，告诉公众这种产品将导致这种感觉或结果。humorouscombinewithfreedomTherehavebeensomecriticismsandnegativeviewsonadvertisingaspeoplefeelthatcompaniesarenolongerbeinghonestandstraightforward.广告受到了一些批评和负面看法，因为人们觉得公司不再诚实和直接。Regardless,itlookslikeadvertisingwillcontinuetoplayaveryimportantroleinoursocietyforyearstocome.无论如何，看起来广告在未来几年仍将继续在我们的社会中扮演非常重要的角色。课本89页3

Lesson3Chooseawordbelowtoreplacethewordsandphraseshighlightedin

italics.

anticipateconsistsattractfundamentaltechnologicalsuitableagencies

boostparticipategenuinelyMcGillUniversityisnowenrollingforitsnewdegreecourse"AdvertisingandNewMedia".Theaimofthisprogrammeistogivegraduatesasolidunderstandingofthe1basicprinciplesofadvertisingandmarketing.fundamentalTheteachingapproach2ismadeupofindependentstudy,project-basedteamworkandin-classtuitionwithlecturers.Studentsareencouragedto3engage

incommunityrelatedprojectstosupportlocalneighbourhoodswithinformationcampaigns.consistsparticipateWiththisdegree,graduateswillgetacareer4stepupandbehighlydesirabletoadvertising5companies,Graduateswouldalsobe6agoodfitforotherindustriessuchasInternetandsocialmediacompanies,thankstothe7technology-relatedskillstheywilllearn.boost

agenc