Unit+1+The+mass+media+Extended+Reading+譯林版(2020)高中英語選擇性必修第二冊

牛津譯林版高中英語選擇性必修一課件Unit1ThemassmediaExtendedreading12Advertising:thepowerofpersuasion◆內(nèi)容分析

【W(wǎng)hat】本板塊的語篇是一篇雜志文章，從多個角度闡釋了廣告的影響力，即說服受眾購買某個產(chǎn)品或某種服務(wù)的力量。文章從廣告的定義、歷史、作用、形式、未來發(fā)展趨勢等方面進行介紹，清晰地說明了廣告與大眾傳媒、商業(yè)活動、科技進步以及日常生活的緊密聯(lián)系，揭示了廣告文化的特色。

【W(wǎng)hy】本板塊的語篇旨在通過介紹廣告如何說服受眾，引導(dǎo)我們正確認識廣告的內(nèi)涵，理解廣告的作用，感受無處不在且豐富多樣的廣告文化對人們產(chǎn)生的影響，并啟發(fā)我們思考廣告的發(fā)展給社會生活帶來的種種變化。

【How】本文的語篇類型為說明文，主旨明確，結(jié)構(gòu)清晰。文章緊扣標題中的關(guān)鍵詞persuasion，說明了廣告最核心的目的。文章首先通過廣告與大眾傳媒的緊密關(guān)系，說明了廣告如何通過大眾傳媒發(fā)揮影響力；其次介紹了廣告設(shè)計依據(jù)顧客購買欲心理所采用的幾種技巧；最后展望廣告未來的發(fā)展方向。在寫作手法上，作者利用舉例、對比和向讀者提問等方式引導(dǎo)讀者聯(lián)系實際生活，使得說明更加通俗易懂?！艚虒W(xué)目標Bytheendofthissection,wewillbeableto:1.understandwhyandhowadvertisingpersuadespeopleintopurchasingaproductorservice;2.analysethewritingtechniquesofthearticle;3.findoutthetechniquesusedinyourfavouriteadvertisements;4.explainyourattitudestowardsadvertisingtailoredtoindividualcustomers’needs.tailored

/?te?l?d/訂做的；合身的;特制的；專門的

Readthemagazinearticleaboutadvertising.Advertising:thepowerofpersuasionInjustoneday,apersoncanseehundredsof

1._________

(market)messages.Advertisinghasbecomepartofmodernlife.2.____whatisadvertisingexactly?Inshort,3.___referstotheactivityofpromotingaproduct4.___service.Inotherwords,ittriestopersuadepeopletobuyaproductorservice.persuasion:/p??swe??n/marketing/?mɑ?k?t??/n.

inshortn.說服；勸說persuade/persuasive促銷；營銷；銷售活動總之；簡言之marketingButit

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

交互式的；人機對話的；互動的;合作的；相互影響的；互相配合的interact/interaction1.________themassmedia2._______(reach)somanypeople,itisaperfectvehicleforadvertisers.3.___an4._____________(advertise)isplacedonapopularwebsiteoronTVatpeaktimes,ahugenumberofpeoplewillknowabouttheproductorserviceit5.____________(advertise).reachvehicle(forsth)ad·ver·tiser

/??dv?ta?z?(r)/peaktime:primetimeBecausereachesIfadvertisementisadvertising被…看到（或聽到）;引起…的注意（賴以表達思想、感情或達到目的的）手段，工具廣告商；廣告人員；廣告公司；登廣告者（廣播、電視的）黃金時間

△

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

makingsuccessfulboostingtobuywhylaunches知道；意識到；明白,knowabout造成，引起，產(chǎn)生（感覺或印象）營業(yè)額；貿(mào)易額；營業(yè)狀況1.______(base)onthepsychologybehind2.________(create)adesiretobuy,3.__________(advertise)havedevelopedways4.___persuadingpeople5.____purchasingtheirproductsorservices.6.___commontechniquetomakeanimpactistocreatea7.___________(memory)slogan.△Slogansusesimple8.____impressivelanguage8.________(make)usremembertheproductorservice9._______________(advertise).基于激發(fā)購買欲背后的心理特征，廣告商研究出了各種方法說服人們購買他們的產(chǎn)品或服務(wù)。一種用于影響消費者的常見手段是創(chuàng)作一則令人難忘的廣告語。廣告語用簡單但令人印象深刻的語言使我們記住它所宣傳的產(chǎn)品或服務(wù)。

Based

creating

advertisers

of

into

A

memorable

but

tomakebeingadvertisedSomeoftheseslogansmayalsoappeal1.___ouremotions.△Forexample,asloganmayconnect2.__finechinateapotitaims3._____________(promote)withourpride4.___havinggoodtaste.YouwillhearavarietyofslogansanytimeyouwatchTV.Thinkaboutyourfavourite5.____.有些廣告語或許還能引起我們的情感共鳴。例如，一則廣告語可能會用其打算推銷的一款精美的瓷器茶壺讓我們聯(lián)想到擁有高雅品味所帶來的自豪感。無論何時打開電視，你都會聽到各種各樣的廣告語。想想你最喜歡的那則廣告語。appealtosth.啟發(fā)；勸說；打動fine精巧的；精美的connectsb/sth(withsb/sth)注意到…有關(guān)聯(lián)；把…聯(lián)系起來taste品味;鑒賞力；欣賞力;愛好；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/?f?k??nl/acrosswhicheffectivelymemorableAnotherto虛構(gòu)的；小說（中）的,n.fic·tion

Thinkofapopularfast-foodrestaurant.Doesithaveabrandambassador?Isthebrandambassadorpopular1._______potentialcustomers?2.____morewelikethebrandambassador,themorewewill3.___________(attract)tobuytheproduct.Ofcourse,someadvertisementsarenotsoobvious:productplacementis4.________(typical)usedinfilmswithhugebox-officesuccessandTVshowswithhighratings.productplacement(電影或電視節(jié)目中的)植入式廣告box-office售票處；票房amongThebeattractedtypically當(dāng)然，有些廣告并不那么明顯。在超高票房的電影和高收視率的電視節(jié)目中，植入式廣告是很典型的。Somefilmsarenowsponsoredby1._______(lead)brands,sothatonly2._____(they)productsappearinthefilms,likethewatches3._____(wear)bythetitlecharacterintheJamesBondfilms.Othertypesofmassmediauseproductplacementtoo,4._________(include)videogames.△5.___isnot6.___________(common)forsportsvideogameseriestofeaturedifferentin-gameequipmentwithrealbrandnames.titlecharacter/role劇中角色videogame電子游戲in-game（電子）游戲內(nèi)的leadingtheirwornincludingItuncommon在體育電子游戲系列中，用真實的品牌名給不同的游戲裝備命名的做法并不罕見。Weabsorbthesemarketingmessages1._______thinkingabout2.______(they)toomuch,yettheywill3._________(probable)haveaneffect4.___us5.____nexttimewegoshopping.6.___thepast,advertisingwasall7.______reachingasmanypeopleaspossiblewiththesamemessage.Now,advertising8.___________(become)moredigitalandmore9.____________(personal).withoutthemprobablyontheInaboutisbecomingpersonalizedabout目的是；為了；涉及…方面Moviesareallaboutmakingmoneythesedays.當(dāng)今電影就是只顧賺錢。

△

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

/?tɑ?ɡ?t/feelvaluedwhatbut

moreefficientlyon這不僅會讓消費者覺得自己更受重視，還能讓他們看到自己最感興趣的內(nèi)容，此外也能幫助公司更加有效地鎖定目標客戶，從而對銷售量產(chǎn)生積極影響。面向，把…對準（某群體）;以(某特定人群)為目標;針對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

/?trendi/時髦的；趕時髦的showsb/sthoff使顯得漂亮；使奪目；襯托;炫耀；賣弄；顯示flash

/fl??/(使）閃現(xiàn)，映出;（快速地）出示，顯示;catchy/?k?t??/引人注意的;容易記住的

Itpresentsimagesofhappyenergeticyoungpeopleusingthephonetotakephotosandmakevideos,withkeywordsflashinglike“Ready!Action!”Thisadvertisementpromisesmeabrightfutureandalifeofhappiness.Itmakesmefeelapartofaconfidentgenerationthatisfullofvitalityandwillbecomehighachieversinthefuture.pres·ent/pr??zent/（以某種方式）展現(xiàn)，顯示，表現(xiàn)promise向(某人)承諾(給予他們某物);向(某人)保證(他們獲得某物)vi·tal·ity

/va??t?l?ti/生命力；活力；熱情achiever/??