Unit+1+The+mass+media+Extended+Reading+译林版(2020)高中英语选择性必修第二册

牛津译林版高中英语选择性必修一课件Unit1ThemassmediaExtendedreading12Advertising:thepowerofpersuasion◆内容分析

【What】本板块的语篇是一篇杂志文章，从多个角度阐释了广告的影响力，即说服受众购买某个产品或某种服务的力量。文章从广告的定义、历史、作用、形式、未来发展趋势等方面进行介绍，清晰地说明了广告与大众传媒、商业活动、科技进步以及日常生活的紧密联系，揭示了广告文化的特色。

【Why】本板块的语篇旨在通过介绍广告如何说服受众，引导我们正确认识广告的内涵，理解广告的作用，感受无处不在且丰富多样的广告文化对人们产生的影响，并启发我们思考广告的发展给社会生活带来的种种变化。

【How】本文的语篇类型为说明文，主旨明确，结构清晰。文章紧扣标题中的关键词persuasion，说明了广告最核心的目的。文章首先通过广告与大众传媒的紧密关系，说明了广告如何通过大众传媒发挥影响力；其次介绍了广告设计依据顾客购买欲心理所采用的几种技巧；最后展望广告未来的发展方向。在写作手法上，作者利用举例、对比和向读者提问等方式引导读者联系实际生活，使得说明更加通俗易懂。◆教学目标Bytheendofthissection,wewillbeableto:1.understandwhyandhowadvertisingpersuadespeopleintopurchasingaproductorservice;2.analysethewritingtechniquesofthearticle;3.findoutthetechniquesusedinyourfavouriteadvertisements;4.explainyourattitudestowardsadvertisingtailoredtoindividualcustomers’needs.tailored

/ˈteɪləd/订做的；合身的;特制的；专门的

Readthemagazinearticleaboutadvertising.Advertising:thepowerofpersuasionInjustoneday,apersoncanseehundredsof

1._________

(market)messages.Advertisinghasbecomepartofmodernlife.2.____whatisadvertisingexactly?Inshort,3.___referstotheactivityofpromotingaproduct4.___service.Inotherwords,ittriestopersuadepeopletobuyaproductorservice.persuasion:/pəˈsweɪʒn/marketing/ˈmɑːkɪtɪŋ/n.

inshortn.说服；劝说persuade/persuasive促销；营销；销售活动总之；简言之marketingButit

orThehistoryofadvertisinghasalwaysbeen1._______(close)linkedwith2.____ofthemassmedia.△3.______theancientsimpleadvertisements4._______(paint)onoutdoorsignstothecolourful,interactive5._____(one)insmartphoneapps,advertisingandthemassmediahavedevelopedhand6.___hand.Asmediachannelshavegrowninnumberandtype,7.___haveadvertisements.becloselylinked/connected/associatedwithinteractive/ˌɪntərˈæktɪv/closelythatFrompaintedonesinso

交互式的；人机对话的；互动的;合作的；相互影响的；互相配合的interact/interaction1.________themassmedia2._______(reach)somanypeople,itisaperfectvehicleforadvertisers.3.___an4._____________(advertise)isplacedonapopularwebsiteoronTVatpeaktimes,ahugenumberofpeoplewillknowabouttheproductorserviceit5.____________(advertise).reachvehicle(forsth)ad·ver·tiser

/ˈædvətaɪzə(r)/peaktime:primetimeBecausereachesIfadvertisementisadvertising被…看到（或听到）;引起…的注意（赖以表达思想、感情或达到目的的）手段，工具广告商；广告人员；广告公司；登广告者（广播、电视的）黄金时间

△

Inadditionto1._______(make)peopleawareofaproductorservice,a2._________(succeed)advertisementwillalsocreateadesire3.______(buy),thus4.________(boost)business.△Thatis5._____whenacompanywantstopromoteaproductorservice,itoften6._________(launch)amassmediaadvertisingcampaign.awareofsth.create/kriːˈeɪt/business

makingsuccessfulboostingtobuywhylaunches知道；意识到；明白,knowabout造成，引起，产生（感觉或印象）营业额；贸易额；营业状况1.______(base)onthepsychologybehind2.________(create)adesiretobuy,3.__________(advertise)havedevelopedways4.___persuadingpeople5.____purchasingtheirproductsorservices.6.___commontechniquetomakeanimpactistocreatea7.___________(memory)slogan.△Slogansusesimple8.____impressivelanguage8.________(make)usremembertheproductorservice9._______________(advertise).基于激发购买欲背后的心理特征，广告商研究出了各种方法说服人们购买他们的产品或服务。一种用于影响消费者的常见手段是创作一则令人难忘的广告语。广告语用简单但令人印象深刻的语言使我们记住它所宣传的产品或服务。

Based

creating

advertisers

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into

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memorable

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tomakebeingadvertisedSomeoftheseslogansmayalsoappeal1.___ouremotions.△Forexample,asloganmayconnect2.__finechinateapotitaims3._____________(promote)withourpride4.___havinggoodtaste.YouwillhearavarietyofslogansanytimeyouwatchTV.Thinkaboutyourfavourite5.____.有些广告语或许还能引起我们的情感共鸣。例如，一则广告语可能会用其打算推销的一款精美的瓷器茶壶让我们联想到拥有高雅品味所带来的自豪感。无论何时打开电视，你都会听到各种各样的广告语。想想你最喜欢的那则广告语。appealtosth.启发；劝说；打动fine精巧的；精美的connectsb/sth(withsb/sth)注意到…有关联；把…联系起来taste品味;鉴赏力；欣赏力;爱好；志趣

to

a

topromote

in

oneWhatmakesitspecial?Andwhatmessagedoesittrytoget1._______?△Aslogan2.______communicatesanidea3.__________(effective)canboostsalesandevenbecomepartofpopularculture.Thatisthepowerof4.__________(memory)slogans.5._______techniqueadvertisersoftenemployistolinktheircompanyorproduct6.___a“brandambassador”—afamousactor,asportsstar,orevenafictionalcharacter.fic·tion·al/ˈfɪkʃənl/acrosswhicheffectivelymemorableAnotherto虚构的；小说（中）的,n.fic·tion

Thinkofapopularfast-foodrestaurant.Doesithaveabrandambassador?Isthebrandambassadorpopular1._______potentialcustomers?2.____morewelikethebrandambassador,themorewewill3.___________(attract)tobuytheproduct.Ofcourse,someadvertisementsarenotsoobvious:productplacementis4.________(typical)usedinfilmswithhugebox-officesuccessandTVshowswithhighratings.productplacement(电影或电视节目中的)植入式广告box-office售票处；票房amongThebeattractedtypically当然，有些广告并不那么明显。在超高票房的电影和高收视率的电视节目中，植入式广告是很典型的。Somefilmsarenowsponsoredby1._______(lead)brands,sothatonly2._____(they)productsappearinthefilms,likethewatches3._____(wear)bythetitlecharacterintheJamesBondfilms.Othertypesofmassmediauseproductplacementtoo,4._________(include)videogames.△5.___isnot6.___________(common)forsportsvideogameseriestofeaturedifferentin-gameequipmentwithrealbrandnames.titlecharacter/role剧中角色videogame电子游戏in-game（电子）游戏内的leadingtheirwornincludingItuncommon在体育电子游戏系列中，用真实的品牌名给不同的游戏装备命名的做法并不罕见。Weabsorbthesemarketingmessages1._______thinkingabout2.______(they)toomuch,yettheywill3._________(probable)haveaneffect4.___us5.____nexttimewegoshopping.6.___thepast,advertisingwasall7.______reachingasmanypeopleaspossiblewiththesamemessage.Now,advertising8.___________(become)moredigitalandmore9.____________(personal).withoutthemprobablyontheInaboutisbecomingpersonalizedabout目的是；为了；涉及…方面Moviesareallaboutmakingmoneythesedays.当今电影就是只顾赚钱。

△

Notonlywillthismakethem1.____(feel)more2._______(value)andenablethemtosee3.______theyaremostinterestedin,4.____itwillalsohelpcompaniestargettheircustomers5.______________(efficient)tohaveapositiveeffect6.___sales.tar·get

/ˈtɑːɡɪt/feelvaluedwhatbut

moreefficientlyon这不仅会让消费者觉得自己更受重视，还能让他们看到自己最感兴趣的内容，此外也能帮助公司更加有效地锁定目标客户，从而对销售量产生积极影响。面向，把…对准（某群体）;以(某特定人群)为目标;针对A.Writeasummaryofthemagazinearticle.Usethefollowingquestionstohelpyou.Page12•Whatisadvertising?•Whatistherelationshipbetweenadvertisingandthemassmedia?•Whatarethefunctionsofadvertising?•Howdoesadvertisingwork?•Whatisthefutureofadvertising?

Advertisingistheactivityofpromotingaproductorservice.Ithasalwaysbeencloselylinkedwiththemassmediaandthetwohavedevelopedhandinhand.Advertisingmakespeopleawareofaproductorservice,createsadesiretobuyandhelpsboostbusiness.Advertiserspersuadepeopletobuytheirproductsorserviceswithtechniqueslikecreatingmemorableslogansandusing“brandambassadors”.Therearealsolessobviousadvertisements,likethoseplacedinfilms,TVshowsorvideogames.Inthefuture,advertisementswillbeevenmoretailoredtotheneedsofindividualcustomers.

B.Whatisyourfavouriteadvertisement?Whattechniquesdoesitusetopromotetheproductorservice?

Myfavouriteadvertisementisforasmartphone.Itusestrendymusicandcreativecameraanglestoshowoffthesmartphone’sfeatures,whileflashingthesimplebutcatchyslogan:“NextGeneration”.trendy

/ˈtrendi/时髦的；赶时髦的showsb/sthoff使显得漂亮；使夺目；衬托;炫耀；卖弄；显示flash

/flæʃ/(使）闪现，映出;（快速地）出示，显示;catchy/ˈkætʃɪ/引人注意的;容易记住的

Itpresentsimagesofhappyenergeticyoungpeopleusingthephonetotakephotosandmakevideos,withkeywordsflashinglike“Ready!Action!”Thisadvertisementpromisesmeabrightfutureandalifeofhappiness.Itmakesmefeelapartofaconfidentgenerationthatisfullofvitalityandwillbecomehighachieversinthefuture.pres·ent/prɪˈzent/（以某种方式）展现，显示，表现promise向(某人)承诺(给予他们某物);向(某人)保证(他们获得某物)vi·tal·ity

/vaɪˈtæləti/生命力；活力；热情achiever/əˈ