Unit1TheMassMediaExtendedreading单词解析文章结构课件高中英语译林版（2020）选择性

ExtendedReadingP9-P11单词解析&文章结构45.advertisingn.广告活动，广告业advertisementn.广告，启事；广告活动，广告宣传advertisern.广告商，广告公司，广告人员

advertisevt.&vi.做广告.登广告；公布，征聘；展现，宣传TV/radio/newspaperadvertising电视/广播/报纸广告anadvertisingcampaign/slogan广告活动/口号anadvertisingteam广告团队put/placeanadvertisementinanewspaper在报纸上登广告beanadvertisementforsth.

是某事物的典范advertise(sth.)onTV/inanewspaper

在电视/报纸上（为某事物）做广告beadvertisedas...被宣传为··advertisefor…公开征聘…advertiseforamanager征聘一名经理46.persuasionn.说服，劝说；信仰

persuadevt.说服；使信服

persuasiveadj.有说服力的；令人信服的persuadesb.todosth./intodoingsth.说服某人做某事persuadesb.outofdoingsth.说服某人不做某事persuadesb.ofsth.使某人相信某事political/religiouspersuasion政治/宗教的信仰afteralittlegentlepersuasion好言相劝后takeagreatdealofpersuasiontodosth.费尽口舌做某事47.channeln.途径，渠道；电视台；频道；方法；水渠thegreenchannel绿色通道throughthechannelof通过……途径/渠道thechannelofcommunication沟通渠道amovie/sportschannel电影/体育频道48.peakadj.高峰时期的，最高度的n.顶峰，高峰；山峰；尖端vi.达到高峰，达到最高值atpeakhours高峰时间段apeakseason旺季atone’speak在顶峰时期49.boostv.使增长，使兴旺n.增长；帮助，激励boostone'sconfidence增强某人的信心/自信boostprofits提高利润givesb.aboost推某人一把givesb.aboosttodosth.给某人信心做某事50.psychologyn.心里，心理特征；心理学

psychological

[ˌsaɪkəˈlɒdʒɪkl]adj.心理的；精神上的；心理学的

psychologist

[saɪˈkɒlədʒɪst]n.心理学家51.purchasevt.买，购买

n.购买，采购；购买的东西，购买项目

purchasern.买主；购买人；买方；采购人员purchasesth.from...从……购买某物purchaseaticket买票day/date/timeofpurchase购买日期/时间proofofpurchase购物凭证52.memorableadj.难忘的，值得纪念的

memorablyadv.难忘地

memorizev.记忆，记住；存储

memoryn.记忆力；回忆；存储器；怀念bememorableforsb.对某人来说难忘/有纪念意义amemorableoccasion/day/moment/photo/speech难忘的场合/一天/时刻/照片/演说近义词：unforgettable

adj.难忘的anunforgettableexperience

一次难忘的经历53.getacross被传达，被理解，把……讲清楚getyourpoint/meaningacross把你的观点/意思讲清楚getsth.acrosstosb.把某事给某人讲清楚getacrossthesimplefactthat...把……这个简单的事实讲清楚sth.getacrosstosb.被传达给某人，被某人理解Yourmeaningdidn'treallygetacross.你的意思没有很好的被理解。Theteachertriedhardtogethismeaningacrosstostudents.老师努力向学生把他的意思讲清楚。54.placementn.放置；安置

placen.地方；恰当位置；座位；名次

v.放置；安顿；以某种态度看待；认出；下单；排名次takeplace发生，进行takeone’splace=taketheplaceofsb.=replace代替；取代outofplace位置不当；不得体，不适当inplace在正确位置；准备妥当55.ratingn.收视率；等级，级别

raten.比率，率；速度；价格；等级vt.看好；评价；值得acreditrating信用评级audienceratings收视率；观众评价attherateof按……速度；按……比率unemploymentrate失业率deathrate死亡率taxrate税率56.sponsorvt.赞助；主办；为慈善活动捐款；资助

n.赞助商，为慈善活动捐款的人besponsoredby由……资助agovernment-sponsoredprogram政府资助的项目sponsorsb.todosth.资助某人做某事amajorsponsorof..……的主要赞助商57.absorbv.理解；吸收；吸引全部注意力absorbedadj.全神贯注的absorbingadj.吸引人的

absorptionn.吸收；并入，同化；专心致志，全神贯注beabsorbedintosth.使并入/吸纳进某物absorbsth.intosth.吸收（液体、气体或其他物质）到某物中absorbthefactof理解…的事实

absorboneselfindoingsth.=sb.beabsorbedindoingsth.=putone'sheartinto=focus/concentrateon=belost/buried/deepin=devote

oneself

to全神贯注于，专注于…Absorbedintheirgame,thesechildrendidn'tfeelhungry.Absorbingthemselvesintheirgame,thesechildrendidn'tfeelhungry.58.discountn.折扣v.打折出售九折：10%discount八折：20%discountadiscounton折扣offer/givesb.adiscount向某人提供折扣atadiscount(在）打折atadiscountof30%=ata30%discount打7折59.tailorv.专门制作，定做n.裁缝tailorsth.to...为......专门订做/制作某物Theadvertisementistailoredtotheneedsofspecialgroup.这个广告是专门为特殊群体而制定的。60.brightenup（使）增添乐趣；使更艳丽brightenupone'sfuture照亮某人的未来brightenone'slifeup让某人的生活更有趣Hisletterbrightenedmydayup.他的来信让我开心了一天。61.amusev.提供消遣；逗笑→amusementn.消遣，娱乐→amusedadj.觉得好笑的→amusingadj.有趣的，引人发笑的amuseoneself自得其乐Itamusessb.todosth.做某事使某人感到有趣theamusementpark游乐场withamusement愉悦地toone'samusement令某人感到好笑的是anamusedlook愉悦的神情beamusedat觉得……好笑近义词：entertainv.使有兴趣，使快乐，娱乐；招待，款待entertainmentn.招待，款待；娱乐；娱乐活动entertainingadj.有趣的；娱乐的；使人愉快的B5U1ExtendedreadingAdvertising:thepowerofpersuasionArethereanyadvertismentsthatimpressyou?Canyougivemesomeexamples?Lead-inHaveyoueverpurchasedtheproductafterwatchingtheadvertisements?Selfstudy(v.)购买Guidance&ExplorationLookatthetitleandpredictwhatthepassagewilltalkabout.differentformsofadvertisementsometechniquesabouthowtopersuadepeople······(v.)预测Mainideaofeachparagraph点击此处添加章节的描述内容，字数不超过20字。点击添加标题DefinitionRelationshipFunctionHowadvertisingworksThetechniqueofcreatingasloganThetechniqueofrelatinga“brandambassador”ProductplacementThechangeandfutureofadvertising[Para.6]________________Productionplacement[Para.5]________________Brandambassadors[Para.4]

_________________Slogans[Para.3]___________________________________

Reasonsforadvertising

onmassmedia[Para.2]

History

Part1[Para.1]Introduction

Part2[Para.

______]

_________________________________________RelationshipbetweenadvertisingandmassmediaPart3[Para.______]_________________________________________TechniquesusedbyadvertisersPart4[Para.______]Futuredevelopment2–34–67Advertising:thepowerofpersuasionStructureAdvertising：thepowerofpersuasionInjustoneday,apersoncanseehundredsofmarketingmessages.Advertisinghasbecomepartofmodernlife.Butwhatisadvertisingexactly?Inshort，itreferstotheactivityofpromotingaproductorservice.Inotherwords，ittriestopersuadepeopletobuyaproductorservice.广告：说服的力量

短短一天之内，一个人就能见到数百条促销信息。广告已然成为现代生活的一部分。但是，广告究竟是什么？简单地说，广告指的是推销一种产品或服务的活动。换言之，广告试图说服人们购买一种产品或服务。Thehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.Fromtheancientsimpleadvertisementspaintedonoutdoorsignstothecolourful,interactiveonesinsmartphoneapps,advertisingandthemassmediahavedevelopedhandinhand.Asmediachannelshavegrowninnumberandtype,sohaveadvertisements.广告的历史一直以来都与大众传媒的历史息息相关。从古代画在户外招牌上的简单的广告到智能手机应用程序里丰富多彩的交互式广告，广告一直与大众传媒携手发展。随着媒体渠道数量的增加和类型的丰富，广告也在不断发展。Becausethemassmediareachessomanypeople,itisaperfectvehicleforadvertisers.IfanadvertisementisplacedonapopularwebsiteoronTVatpeaktimes,ahugenumberofpeoplewillknowabouttheproductorserviceitisadvertising.

大众传媒的受众十分广泛，正因如此，广告商视其为广告宣传的完美工具。如果一则广告投放在一个热门网站或在电视黄金时段播出，许多人都会知晓它所宣传的产品或服务。Inadditiontomakingpeopleawareofaproductorservice,asuccessfuladvertisementwillalsocreateadesiretobuy,thusboostingbusiness.Thatiswhywhenacompanywantstopromoteaproductorservice,itoftenlaunchesamassmediaadvertisingcampaign.一则成功的广告除了让人们知晓一种产品或服务外，还会激发购买欲，从而增加销售量。这就是为什么当一家公司想要推销产品或服务时，往往会在大众传媒上发起一场广告活动。Basedonthepsychologybehindcreatingadesiretobuy,advertisershavedevelopedwaysofpersuadingpeopleintopurchasingtheirproductsorservices.Acommontechniquetomakeanimpactistocreateamemorableslogan.Slogansusesimplebutimpressivelanguagetomakeusremembertheproductorservicebeingadvertised.Someoftheseslogansmayalsoappealtoouremotions.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。有些广告语还能引起我们的情感共鸣。Forexample,asloganmayconnectafinechinateapotitaimstopromotewithourprideinhavinggoodtaste.YouwillhearavarietyofslogansanytimeyouwatchTV.Thinkaboutyourfavouriteone.Whatmakesitspecial?Andwhatmessagedoesittrytogetacross?Asloganwhichcommunicatesanideaeffectivelycanboostsalesandevenbecomepartofpopularculture.Thatisthepowerofmemorableslogans.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的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。它有什么特别之处？它试图传达什么样的信息？一则有效传达一种理念的广告语可以增加销售量，甚至成为流行文化的一部分。这就是令人难忘的广告语所拥有的力量。Anothertechniqueadvertisersoftenemployistolinktheircompanyorproducttoa“brand

ambassador”—afamousactor,asportsstar,orevenafictionalcharacter.Thinkofapopularfast­foodrestaurant.Doesithaveabrandambassador?Isthebrandambassadorpopularamongpotentialcustomers?Themorewelikethebrandambassador,themorewewillbeattractedtobuytheproduct.广告商常用的另一种手段是将其公司或产品与一位“品牌大使”联系起来，例如一位著名演员、体育明星，甚至是一个虚构人物。想想一家很受欢迎的快餐店。它有品牌大使吗？这位品牌大使是否受到潜在消费者的喜爱？我们越喜欢这位品牌大使，就越会受其吸引而去购买相关产品。Ofcourse,someadvertisementsarenotsoobvious:productplacementistypicallyusedinfilmswithhugebox­officesuccessandTVshowswithhighratings.Somefilmsarenowsponsoredbyleadingbrands,sothatonlytheirproductsappearinthefilms,likethewatcheswornbythetitlecharacterintheJamesBondfilms.

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。如今一些电影由知名品牌赞助，因而只有该品牌的产品会出现在电影中，比如“007”系列电影的主人公詹姆斯·邦德佩戴的手表。Othertypesofmassmediauseproductplacementtoo,includingvideogames.Itisnotuncommonforsportsvideogameseriestofeaturedifferentin­gameequipmentwithrealbrandnames.Weabsorbthesemarketingmessageswitho