Unit 6 The Media Lesseon 3 The Advertising Game 課件-高中英語北師大版（2019）選擇性必修第二冊

UNIT6TheMedia

Lesseon3TheAdvertisingGame課本練習題

課本69頁3

ChenYangwritesaboutthehistoryandpurposeofadvertising.陳陽寫了關(guān)于廣告的歷史和目的。Completeitusingthecorrectformofthewordsandphrasesbelow.用下列單詞和短語的正確形式完成它。fundamental；attract；consistof；combine...with；

基本;吸引,包括;把…與結(jié)合besuitablefor；technological；participatein；humorous；

適合;技術(shù)的;參與;幽默的;freedom；agency；economic；budget；

自由;代理處;經(jīng)濟的;預(yù)算;Advertisinghasexistedaslongaspeoplehavebeensellinggoods,butithasgonethroughmanychangesovertheyearsas1___________

developmenthasoccurred.自從人們開始銷售商品，廣告就已經(jīng)存在了，但是隨著經(jīng)濟的發(fā)展，它在這些年里經(jīng)歷了許多變化。economic2_________________

developmenthasalsohelpedtomoderniseadvertisementsthroughtheuseofCGIandsharingadvertisementsontheInternet.技術(shù)的發(fā)展也通過使用CGI技術(shù)和在互聯(lián)網(wǎng)上分享廣告幫助廣告現(xiàn)代化。TechnologicalThe3________________

purposeofadvertisinghasalwaysbeenthesame,however,whichistoencouragepeopletobuygoodsandservicesthattheymayneed(butoftendon't!).然而，廣告的根本目的一直都是一樣的，那就是鼓勵人們購買他們可能需要(但往往不是!)的商品和服務(wù)。fundamentalAdvertising4___________

workwithcompaniestodesignadvertisementsthatwill5___________

thepublicandtheygotogreatlengthstounderstandwhatpeoplewant.廣告代理公司與公司合作設(shè)計吸引公眾的廣告，他們竭盡全力了解人們想要什么。agenciesattractAdvertisementstraditionally6_____________onlybasicinformationaboutaproduct,thelocationwhereitwasmadeandwhoownedit.廣告?zhèn)鹘y(tǒng)上只包含產(chǎn)品的基本信息，產(chǎn)地和所有者。Eventuallyitbecameclearthatthisapproach7________________________

situationswherecompaniesweredirectlycompetingwith

eachother.最后，很明顯，這種方法不適用于公司間直接彼此競爭的情況。consistof

wasnotsuitableforInrecentyears,theapproachoftheadvertisershaschangedandnowit'scommonforcommercialadvertisementstohave8___________

asbigasfilms!近年來，廣告商的做法發(fā)生了變化，現(xiàn)在商業(yè)廣告的預(yù)算和電影一樣大是很常見的!budgetItisalsocommonnowtopaycelebritiesfromfilmsandsportsto9________________

campaignstofurtherencouragethepublictobuyaproduct.現(xiàn)在，付錢給電影和體育明星參加活動，進一步鼓勵公眾購買產(chǎn)品的做法也很普遍。participateinNowwhenitcomestoadvertising,oftentheaimistotryandcreateanemotioninthepersonviewingit,eitherbymakingit10_____________

orevensad.現(xiàn)在說到廣告，通常目的是試圖在觀看它的人身上創(chuàng)造一種情感，或者通過使其幽默，甚至悲傷。Advertisersalsotryto11__________

productaconcept_______

likehappiness,12____________

orpower,tellingthepublicthatthisproductwillleadtothisfeelingoroutcome.廣告商也試圖將產(chǎn)品的概念與幸福、自由或權(quán)力相結(jié)合，告訴公眾這種產(chǎn)品將導致這種感覺或結(jié)果。humorouscombinewithfreedomTherehavebeensomecriticismsandnegativeviewsonadvertisingaspeoplefeelthatcompaniesarenolongerbeinghonestandstraightforward.廣告受到了一些批評和負面看法，因為人們覺得公司不再誠實和直接。Regardless,itlookslikeadvertisingwillcontinuetoplayaveryimportantroleinoursocietyforyearstocome.無論如何，看起來廣告在未來幾年仍將繼續(xù)在我們的社會中扮演非常重要的角色。課本89頁3

Lesson3Chooseawordbelowtoreplacethewordsandphraseshighlightedin

italics.

anticipateconsistsattractfundamentaltechnologicalsuitableagencies

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

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

agenc