泛读Unit5ToyStory市公开课一等奖省赛课微课金奖课件

Unit5ToyStory

byDavidCohen

1/54Introduction

Advertisersliketotakeadvantageofchildren'snaturalcredulity.Inaworldfullofdazzlingadvertisements,howdochildrenreacttothem?Havetheylearnedhowtoweighupadvertisingbeforetheysuccumbtoitspromises?

2/54credulityn.轻信，易受骗dazzlingadj.刺眼，光彩夺目标；灿烂weighup（尤指心生怀疑时）评定，品评，对…作出评价succumbto屈服于3/54AbouttheAuthor4/54DavidB.Cohen,anativeBrooklynite,receivedhisB.A.degreein1963fromColumbiaCollege,ColumbiaUniversity,beforemovingtoAnnArborasadoctoralstudentintheclinicalpsychologygraduateprogramattheUniversityofMichiganwhere,in1968,hereceivedhisPh.D.ProfessorCoheniscurrentlyteachingintheareasofClinicalPsychologyandIndividualDifferences/EvolutionaryPsychologyoftheUniversityofTexasatAustin.5/54Cohen'searlyresearchontherecall,content,andfunctionofdreamsresultedinnumerousarticles,bookchapters,andabook,SleepandDreaming:Origins,Nature,andFunctions(Pergamon,1979).Later,hisinterestsinpersonalityandabnormalbehaviorweredirectedtoquestionsaboutthebiologicalmechanismsandriskfactorsinpsychopathologyandtheirimplicationsfortheclassificationofpsychiatricdisorders.In1990,manyoftheseideaswerelaidoutinPsychopathology,anadvancedtextbookthatheandthelateLeeWillermanco-authored.Later,basedonevidenceofgeneticandotherbiologicalsourcesofindividualdifferences,cameOutoftheBlue:DepressionandHumanNature,publishedin1994byNorton.Blueilluminatesdepressionwithinthelargercontextofbiologicalandevolutionaryinfluencesonbothnormalandabnormalbehavior.6/54Cohen'slatestbookprojectStrangerintheNest:DoParentsReallyDetermineaChild'sPersonality,Intelligence,orCharacter?exploresthreemajorideasaboutthepowerofparentalinfluenceoverachild'sdevelopment:first,thatgeneticandotherbiologicalinfluencesaremorepowerfulthanmosthaveimagined;second,andmorecontroversial,thatparentalinfluenceismuchlesspowerfulthanwehaveimagined;andthird,thattheinfluenceofnatureandnurturecanleadtosurprising,thatis,highlyunpredictable,psychologicaldevelopments,allofwhichhasprofoundimplicationforparents.Thejoltingcontributionofthisworkisitsmobilizationofstrongevidencethatmuchparentalinfluenceisnotonlyweakortransitorybutalsoillusory.

7/54Discussion:1.Whydoadvertiserstryhardtomarketdirectlytochildren?2.Howischildadvertisingmadeasscientificaspossible?3.Whatcanwelearnfrompsychologists'experimentsonchildren'sresponsetoads?

8/54Analysisofthetext:PartI(1-3)PartII(4-7)PartIII(8-9)PartIV(10-13)PartV(14-17)PartVI(18-27)9/54PartI(1-3)Purpose/functionofthepartIntroducingthetopic(thedebate):canachildagedabout6reallyunderstandadvertisements?10/54Para.1Purpose:itseemedthatsheunderstoodAD.Shewouldn’tbeaffectedbyAD?carpvi.挑剔，吹毛求疵；找茬儿11/54Para.2Callitcynicism.Callitsophistication.Theword'it'inthesetwosentencesisusedtodenotethethingsmentionedintheaboveparagraph.你能够管这叫玩世不恭。你能够管这叫精于世故。Bythenchildrenare“brandliterate”andtheycanseethrough“marketinghyperbole”.4岁孩子们已经“精通各种品牌”，并能看穿“广告夸大”。

12/54cynicism愤世嫉俗；玩世不恭sophisticationn.老练，精明；强词夺理，诡辩brand牌子；品牌seethrough看透；看穿；识破"brandliterate":tohaveacomprehensiveknowledgeofdifferentbrandsofdifferentproduct.hyperbole夸大（法）13/54AmmiratiPurisLintas(Latinname)isafamousadvertisementcorporationinLondon.IthasitsbranchinShanghai.

14/54睿狮环球（Lowe&PartnersWorldwide）前身是Lintas，原为联合利华广告部门。Lowe由FrankLowe创建，以颠覆性创意闻名欧洲。从仅拥有5位员工、2间办公室、1500万美元业务量起步，他们矢志创作最富创意、最有效广告，藉此建立领先环球广告代理网络。睿狮作为全球著名4A广告企业，其突出特色在于创意和策略实用性。1928年，联合利华（Unilever）下属广告企业——Lintas（LeverInternationalAdvertisingServices，灵狮）成立。1981年，FrankLowe在伦敦创建Lowe集团。1990年，该集团被IPG收购。1996年，该企业与光明日报社在上海合资组建上海灵狮广告有限企业。1999年，TheLoweGroup集团关键组员Lowe&PartnersWorldwide与AmmiratiPurisLintas宣告合并。年，更名为LoweLintas&PartnersWorldwide。年，又更名为Lowe&PartnersWorldwide（励富）。年，在经历了屡次波折后，在中国企业一分为二。中方光明日报集团取得汉字名“灵狮”，启用了灵狮二十年代最初英文名“Lintas”，而外方保留了英文名“Lowe”，更新了汉字名“睿狮”。新Lowe当前是全球第4大广告代理网络，在全球81个国家设有191个机构，在亚太区排名前5位。15/54Para.3Orcanthey?Thisisanellipticalsentenceanditmeans：Orcantheyseethroughthe'marketinghyperbole'?Isadvertisinggearedatchildrenevenethical?瞄准孩子广告符合道德吗？Sincethe1970s,thebattlebetweentheforcesforandagainstchildadvertisinghashingedonwhetherornotkidsunderstandthemotivebehindadvertising.自20世纪70年代以来，赞成与反对儿童广告两股力量之间斗争，集中在孩子们是否了解广告后面动机。…Bussisontosomething.Sth.referstowhat?

16/54forandagainst赞成与反对gearedatvi.接上；调和vt.使适应；装上齿轮；用齿轮连接farfromover远未结束。ethical道德；伦理hingeon依……为转移,有赖于；取决于ontosomethingIfeellikeIwasontosomethinggood.我认为我想到什么好主意。motivationn.动机；动力17/54PartII(4-7)Whyadvertisersaretryinghardertomarketdirectlytochildren?Andeffortstowinthemarket18/54Para.4Abigmarketfromwhichadvertiserscanearnmuch.Statistics2.49eachweek1.5billionayear64billionayear19/54Para.5Scientificstudyofthemarketachildknowsexactlywhathewantsthefactoraffectingagirl’sdecision

20/54Para.6AdseverywhereConsultancyfirmswilltellyouhowtobuild“awallofcommunication”toinfluence“yourcoreconsumerlifestyle”fromthemomentsaidconsumeristwoyearsold.咨询企业就会告诉您，怎样建立“交际之墙”，从消费者两岁开始来影响“你关键消费者生活方式”。Abound/inorwithvi.丰富，盛产；非常多，大量存在；充满String:astringof一行；一列；一排peergroup:peopleofthesamebackground,rankandqualityConsultancy:咨询企业21/54Para.7FrequentchangeoftheirtastesChildrenarenotoriouslyfickle,andadvertisershaveahardjobkeepingupwiththeircapricioustastes,…儿童们以口味易变而著称,广告客户极难满足儿童重复无常味口。Forafee,marketresearcherscanbuy“hotspots”inthesurvey,hesays.他说，市场研究者花点钱就能购置调查中“热门话题”。Notoriouslyadv.恶名昭彰地；声名狼藉地fickle改变无常；善变capriciousadj.改变无常；变幻莫测；多变hotspotsn.热点，热闹地域22/54PartIII(8-9)Para.8regulations1.IntheUK2.…IntheUK,“advertisingmustnottakeadvantageofchildren'snaturalcredulityandloyaltyandmustnotarouseunreasonableexpectationsoftoysandgamesbyspecialeffects”,…“广告不能利用儿童天生轻信与真诚，不能用特殊影响，不合理地引发对玩具和游戏期望，…credulityn.轻信，易受骗23/54Para.9Butwhatcountsastakingadvantageofachild'snaturalcredulity?…,thoseaimedatchildrenarenomoresinisterthanthoseaimedatadults.针对儿童广告就只是和针对成人广告一样阴险。notionn.概念，观念sinister邪恶；有害；不祥邪恶；有害；不祥24/54PartIV(10-13)Atheoreticalandpracticalanalysisofchildren’sjudgment25/54Para.10thecognitivetheory2stagesofthefour:a.the“pre-operational”stage:characteristicsb.the“concreteoperational”stage:characteristics26/54AccordingtoPiaget,childrengothroughfourstagesofcognitivedevelopment－amodelthat,withrelativelymodesttweaking,stilldominateschildpsychologytoday.皮亚杰认为，儿童经历4个认知发展阶段——这个模式相对只作了少许改进，至今依然主导着儿童心理学。…theydon'tunderstandthattheworldlooksdifferentfromanotherperson'sperspective,orthatotherpeoplecanhavemotivesanddesiresthatdifferorevenclashwiththeirown.…不知道世界从他人视角去看是不一样，或其它人会有与他们自己不一样甚至相冲突动机和欲望。27/54JeanPiaget28/54让·皮亚杰（JeanPiaget，1896年8月9日－1980年9月16日），瑞士人，是近代最有名儿童心理学家。他认知发展理论成为了这个学科典范。皮亚杰早年接收生物学训练，但他在大学读书时就已经开始对心理学有兴趣，共曾涉猎心理学早期发展各个学派，如病理心理学、弗洛伊德和荣格精神分析学说。从1929年到1975年，皮亚杰在日内瓦大学担任心理学教授。皮亚杰对心理学最主要贡献，是他把弗洛伊德那种随意、缺乏系统性临床观察，变为更为科学化和系统化，使日后临床心理学上有长足发展。

29/54backdrop（事件）背景cognitiveadj.认知tweak稍稍改进；对…作微调egocentricadj.自我中心，自私自利atthemercyof…任…摆布perceptions（尤指视觉上）感觉，感知clashwith发生冲突；打斗manifestationn.表示，显示30/54Para.11HadPiageteverconsideredchildrenandadvertising(andit'slikelyhewouldhavethoughtitbeneathhim,beingmoreconcernedwithsuchheadyquestionsashowchildrensolvesyllogisms),hewouldhavearguedthattheyhadnoclueastothemotivesbehindthemediauntilwellintotheconcreteoperationalstage.

假如皮亚杰考虑过儿童与广告（可能他会认为这不值得自己研究，他更关心儿童是怎样处理推论法这种令人头痛问题），他可能会争论说，儿童直到详细运算阶段，才能对媒体背后动机有所了解。heady（饮料）易使人醉；（气氛、经历等）令人兴奋syllogismsn.三段论，演绎推理31/54Para.12BecorrespondingtohiscognitivetheoryThefirststudiesonchildren'sunderstandingofadvertisingseemedtofitPiaget'smodel.FindingsAtthetime,psychologistsintheUSusedthosefindingsintheirbidtopresstheUSFederalTradeCommissiontobantoyadsonTV,…当初，美国心理学家企图用这些研究结果迫使美国联邦商务委员会禁止在电视上做玩具广告，…bidn.出价，投标；努力争取；喊价FTC:FederalTradeCommission32/54Para.13similarargumentsreactionsfromadvertisingindustryandsomepsychologistsIronically,somepsychologistswhomightusuallybemorecomfortablearguingagainstsalespitchestochildrenhavehadtoconcedethatareshrewderthantheyoncesupposed.含有讽刺意味是，一些通常在反对向儿童使用推销词时感到更舒适心理学家，不能不认可，这些推销词比他们曾想象要机智得多。Lift:cancelsalespitches:asalesman'swayoftalkingaboutgoods.Concede:勉强）认可，认可…属实33/54PartV(14-17)Questionhiscognitivetheory34/54Para.14Toostringent:inwhataspect?Tobedeemed“fullyaware”,kidshadtoexplainverballythatadsweretryingtosellsomethingandmakemoneyoutofchildren.要被视为“充分意识到”电视广告目标，小孩就不得不用语言来解释：广告企图推销商品，赚小孩钱。Stringent（法律、规则、条件）严格，严厉Deemed认为；视为；相信verballyadv.言词上；口头地35/54Para.15

WhydoesPiaget'stheorynotfitthemodernchild?amuchwiderrangeofsocialinteraction:nuclearfamily（由父母和儿女组成）关键家庭，小家庭36/54Para.16Wellman'sanalysisshowsdifferentviewfromthatofPiaget’s1theageofthreetofour→(…)2theageoffivetosix→(…)Ifyouunderstanddeception,youarewellonthewaytounderstandingadvertising.假如你能了解坑骗，你一定会知道广告。Deceivev.欺诈；误导Internaladj.国内；内部；体内；内心37/54Para.17LimitsofPiaget’sstudytheexperimentalsubjects:hisownchildrenPiagetmayhavechosenjusttheexperimentalsubjectstoexacerbateanydifferenceinthecognitiveabilitiesofchildrenofthe1920sandofthepresentday.皮亚杰选择试验对象，可能刚好加大了20年代儿童与现在儿童之间认知能力差异。Exacerbate使恶化；使加剧Upbringing抚育；培育；养育；教养sheltervt.掩蔽；呵护；保护38/54PartVI(18-27)Experimentsstudyingchildren’sjudgement39/54Para.18AproblemthatconfusespsychologistsHowtomakeitexplicitplague困扰；使烦恼；折磨explicit明确；清楚；毫不隐讳implicit不言明；含蓄40/54Para.19Howtosolvetheproblem?Away.AnexperimentPurpose:thedifferencebetweenTVadsandregularprogramsSubjects:66childrenGroups:Childrenagedfourtofive;theeight-year-oldsProcess:…Adoctoredversionpraisedthecreambutthepunchlinewasthatitgaveusersdisgustingspots.改编了广告也赞扬这种面霜，但关键一句台词是说它使使用者长出讨厌斑点。41/54easeyouout梳理出extolvt.高度赞扬，赞美；颂扬thepunchline妙语patheticadj.令人同情，可怜42/54Para.20manysix-year-olds:alimitedunderstatingofads43/54Para.21AnotherexperimentbySmith:Subjects:four-year-oldsConclusion：someimplicitunderstandingofadvertising'sgoal.asalespitch推销商品用语；商品宣传语44/54Para.22Hisview:…thatadvertisingtochildrenisnot“sinfulorwicked”,but,heconcedes,oneshould“bemindfulofthegullibilityofyoungchildren”.…，向儿童做广告并非是“有罪或邪恶”，不过，他认可应该“注意幼儿易受坑骗特点”。CRU:Children'sResearchUnitsinful不道德；邪恶concede认可mindfulof留心gullibilityn.易受骗，易上当，轻信45/54Para.23thegrowingconsensusconsensus一致看法；共识46/54Para.24adifferentviewHowcanthey…?trulyunderstandthepurposeofadvertising?six-year-oldsseven47/54…ifyouasksi