Unit1ThemassmediaExtendedreading課件高中英語譯林版（2020）選擇性

Unit1The

mass

mediaAdvertising:thepowerofpersuasionTounderstandwhyandhowadvertisingpersuadespeopleintopurchasingaproductorserviceToanalysethewritingtechniquesofthearticleTofindoutthetechniquesusedinyourfavouriteadvertisementsToexplaintheattitudestowardsadvertisingtailoredtoindividualcustomer’sneedsAdvertisementsareoftenshownonTV,particularlyatpeaktime.Therearemanyadvertisementpostersandbillboardsalongthestreetstoo.Theycanalsoappearinnewspapers,magazinesandatthecinema.AdvertisementsarealsoverypopularontheInternet.1.Wheredoadvertisementsusuallyappear?Discussthequestionswithyourpartner.Option1IoftenbuybiscuitsifafamouspersonIknowisprintedonthepackage,thoughIactuallydon’tlikebiscuits.Buyingthebiscuitsgivesmeafeelingofbeingapartofthefashiontrend.2.Haveyoueverpurchasedaproductorserviceafterseeingtheadvertisementpromotingit?Why?Option2Idon’teasilybelieveinadvertisements.Ipreferbuyingsomethingforitsdesign,especiallyitsshapeandcolour.Althoughnotalladvertisementsprovidefakeinformation,Idon’tfeelcomfortablefollowingthem.Ithinkweshouldcareforthequalityofa

productratherthanitpopularity.Readthetextandfillinthefollowingchart.(9)________________Productplacement(8)________________Brandambassadors(7)

_________________Slogans(6)___________________________________

Thereasonsforadvertising

onmassmediaThehistoryofadvertisingPart1[Para.1]IntroductionPart2[Paras.(1)______](2)_________________________________________TherelationshipbetweenadvertisingandthemassmediaPart3[Paras.(3)_____](4)_______________________________________TechniquesusedbyadvertisersPart4[Para.(5)______]Futuredevelopment2–34–67Advertising:thepowerofpersuasionReadparagraph1andanswerthequestion.Whatisthepurposeofadvertising?Advertisingaimstopromoteaproductorservice.Inotherwords,ittriestopersuadepeopletobuyit.Readparagraphs2-3andanswerthequestions.1.Howhaveadvertisingandthemassmediadevelopedhandinhand?

Thehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.Asmediachannelshavegrowninnumberandtype,sohaveadvertisements.2.Whatisthepurposeofamassmediaadvertisingcampaign?

Amassmediaadvertisingcampaignisoftenlaunchedbyacompanytopromoteitsproductorservice.Readparagraphs4-6andanswerthequestions.1.Whatisthepowerofmemorableslogans?Memorablesloganscannotonlyboostsalesbutalsobecomepartofpopularculture.2.Whatisa“brandambassador”?A“brandambassador”isusuallyafamousactor,asportsstar,orevenafictionalcharacterthatacompanyoritsproductislinkedto.3.Whattypesofmassmediauseproductplacement?

Typically,filmswithhugebox-officesuccessandTVshowswithhighratingsoftenuseproductplacement.Sodovideogames.Readparagraph7andanswerthequestions.1.Whatisthedifferencebetweenadvertisinginthepastandinthefuture?Inthepast,advertisingwastoreachasmanypeopleaspossiblewiththesamemessage.Inthefuture,advertisingwillbemorefocusedonunderstandingindividualcustomersandsendingthemadvertisementsthataretailoredtotheirspecificneeds.2.Whatistherelationshipbetweenparagraph2andparagraph7?Thesetwoparagraphsechoeachotherintheideathatadvertisingalwaysdevelopshandinhandwithmassmedia.Writeasummaryofthemagazinearticle.Usethefollowingquestionstohelpyou.Whatisadvertising?Whatistherelationshipbetweenadvertisingandthemassmedia?Whatarethefunctionsofadvertising？Howdoesadvertisingwork?Whatisthefutureofadvertising?AAdvertisingistheactivityofpromotingaproductorservice.Ithasalwaysbeencloselylinkedwiththemassmediaandthetwohavedevelopedhandinhand.Advertisingmakespeopleawareofaproductorservice,createsadesiretobuyandhelpsboostbusiness.Advertisingpersuadespeopletobuytheirproductsorserviceswithtechniqueslikecreatingmemorableslogansandusing“brandambassadors”.Therearealsolessobviousadvertisements,likethoseplacedinfilms,TVshowsorvideogames.Inthefuture,advertisementswillbeevenmoretailoredtotheneedsofindividualcustomers.1.Lookatthefirstandthelastsentencesinparagraph2,paragraph3andparagraph6.Whatcanyoufind?Thefirstandthelastsentencesineachofthethreeparagraphsmakeupthemainideaoftheparagraph,echoingandexplainingeachother.Answerthefollowingquestionsaboutthewritingtechniquesofthisarticle.2.Whydoestheauthoraskreadersquestionsinparagraph4andparagraph5?Thequestionsinthetwoparagraphsarealllistedafteraskingreaderstothinkofanexample.Readersarelefttothinkaboutandreachtheideasthattheauthorputsforwardearlierbythemselves.Theauthorgetshisideaacrosstoreadersmuchmoreeasilythisway.3.Doyoufindtheexamplesofadvertisementsinthearticlehelpful?Whatotherexamplescanyouthinkof?Theexamplesofadvertisementsinthearticleareallhelpfulinunderstandingtheauthor’sideas.Whenitcomestomoreexamples,Icannothelpthinkingofthesloganofachocolateadvertisement:“Milkfragrant,Silkyfeel”.Itnotonlyremindsusofitsmellowsilky-smoothtaste,butalsoa

peacefulandbeautifullife.Discusstheauthor’sattitudetowardsadvertising?Theauthortakesanobjectiveattitudetowardsadvertising.Hefirststatestherelationshipbetweenadvertisingandthemassmedia.Thenheintroducesthreetechniquesthatadvertisingadoptstopersuadepeopleintobuying.Finally,heanalyseshowadvertisingwilldevelopinthefuture,includingthepositiveeffectsofadvertisingtailoredtoindividualcustomer’sneeds.Whatisyourfavoriteadvertisement?Whattechniquesdoesitusetopromotetheproductorservice?BMyfavouriteadvertisementisforasmartphone.Itusestrendymusicandcreativecameraanglestoshowoffthesmartphone’sfeatures,whileflashingthesimplebutcatchyslogan:“NextGeneration”.Itpresentsimagesofhappyenergeticyoungpeopleusingthephonetotakephotosandmakevideos,withkeywordsflashinglike“Ready!Action!”.Thissmartphone’sadvertisementpromisesmeabrightfutureandalifeofhappiness.Itmakesmefeelapartofaconfidentgenerationthatisfullofvitalityandwillbecomehighachieversinthefuture.Whatisyourattitudetowardsadvertisingtailoredtoindividualcustomer’sneeds?Givereasonsforyouranswer.COption1Iamforadvertisingtailored