Unit1ThemassmediaExtendedreading课件高中英语译林版选择性

ExtendedreadingUNIT1ThemassmediaThetypesofmediaOutdoorMediaBannersBillboardsBrochuresThetypesofmediaPrintMediaNewspapersMagazinesBooksBrochuresBroadcastMediaTelevisionRadioMoviesDigitalMediaSocialnetworksorwebsitesOnlineforumsPodcastThewaysofadvertisingThepassageintroducesthedefinitionofadvertisement，itsrelationshipwiththemassmedia，functions，modesofoperationanditsfuture.ReadingReadingAnalysis[Para.6](9)________________Productionplacement[Para.5](8)________________Brandambassadors[Para.4](7)

_________________Slogans[Para.3](6)___________________________________Reasonsforadvertisingonmassmedia[Para.2]HistoryPart1[Para.1]IntroductionPart2[Para.(1)______](2)_________________________________________RelationshipbetweenadvertisingandmassmediaPart3[Para.(3)______](4)_________________________________________TechniquesusedbyadvertisersPart4[Para.(5)______]Futuredevelopment2–34–67Advertising:thepowerofpersuasionPara1What’sthedefinitionandpurposeofadvertising?Itreferstotheactivityofpromotingaproductorservice.Inotherwords,itreferstopersuade

peopletobuyaproductorservice.tohelpsellanewproduct,filmetcbyofferingitatareducedpriceorbyadvertisingit促销；推销tomakesbdosthbygivingthemgoodreasonsfordoingit劝说；说服Mainidea:the__________ofadvertisingintroductionPara2-3Mainidea:__________betweenadvertisingandthemassmediarelationship1.Thehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.2.develophandinhand3.Asmediahavegrowninnumberandtype,sohaveadvertisements.Findoutsomesentencesorphrasesinpara.2toshowtherelationship.Para2-3Whatisthepurposeofamassmediaadvertisingcampaign?Amassmediaadvertisingcampaignisoftenlaunchedbyacompanytopromoteitsproductorservice.Para4-6Mainidea:______________usedbyadvertiserstechniquesWhatarethetechniquesemployedbyadvertisers?1.amemorableslogansimplebutimpressivelanguageappealtoouremotionsPara4-6Whatarethetechniquesemployedbyadvertisers?2.brandambassadorIfyouwereaproductmanager,howwouldyouselecttheperfectbrandambassador?Para4-6Whatarethetechniquesemployedbyadvertisers?3.productplacementWherecantheadvertisementbeplaced?softsellingadvertisementfilmsTVshowsPara7Mainidea:the_________and________ofadvertisingchangewideaudienceunderstandindividualcustomersandsendthemadvertisementsthataretailoredtospecialneeds.futuremoredigitalmorepersonalizedchange:future:广告将更注重对个体消费者的了解，并对他们发送针对其特定需求而特制的广告。Expression:________________ 总之；简言之(para1)________________ 指的是________________ 换句话说________________ 说服某人做某事________________ 与…...有关(para2)________________ 手拉手地；联合________________ 被放置在(para3)________________ 在高峰时期________________ 大量的；很多________________ 除...之外（还有，也）inshortreferstoinotherwordspersuadesbtodo/intodoingbelinkedwithhandinhandbeplacedonatpeaktimesahugenumberofinadditionto________________ 意识到；觉察到________________ 渴望，想要做某事________________ 根据，以…为基础(para4)________________ 呼吁；上诉；要求；对…有吸引力________________ 连接；与……联系________________ 通过；使……被理解________________ 把……和……连接/联系起来(para5)________________ 对……有影响；对……起作用(para6)________________ 倾向于，很有可能(para7)________________ 以……为目标beawareofadesiretodosthbebasedonappealtoconnect…with…getacrosslink…to…haveaneffectonbelikelytobetargetedatRereadthepassageandfillintheblanks.

Advertising,anactivityof(1)__________aproductorserviceandtrying(2)__________youtobuyaproductorservice,hasbecomepartofourmodernlife.Asmediachannelshavegrowninnumberandtype,sohave(3)_____________.Whenacompanywantstopromoteaproductorservice,itoften(4)________amassmediaadvertisingcampaign.(5)______onthepsychologybehindcreatingadesiretobuy,advertisershavedevelopedwaysofpersuadingpeople(6)____purchasingtheirproductsorservices,includingcreatinga(7)__________slogan,linkingtheircompanyorproduct(8)__a“brandambassador”andusingproduct(9)_________infilmsandgames.Advertisinginthefuturewillbemorepersonalizedand(10)_______tospecificneeds.promotingtopersuadeadvertisementslaunchesBasedintomemorabletoplacementtailoredWhatisyourfavoriteadvertisement?Whattechniquesdoesitusetopromotetheproductorservice?BReading•Whatisadvertising?•Whatistherelationshipbetweenadvertisingandthemassmedia?•Whatarethefunctionsofadvertising?•Howdoesadvertisingwork?•Whatisthefutureofadvertising?Writeasummaryofthemagazinearticle.Usethefollowingquestionstohelpyou.AReadingWhatisyourfavouriteadvertisement?Whattechniquesdoesitusetopromotetheproductorservice?BWhatisyourattitudetowardsadvertisingtailoredtoindividualcustomers’needs?Givereasonsforyouranswer.CAdvertisingreferstotheactivityofpromotingaproductorservice.Thatistosay,ittriestopersuadeyoutobuyaproductorservice.Therelationshipbetweenadvertisingandmassmediaiscloselylinkedfromtheverybeginning.Nowasmediachannelshavegrowninnumberandtype,advertisementsalsohavegrowninnumberandtype.Whyacompanyoftenlaunchesamassmediaadvertisingcampaign?Becauseitisaperfectvehicleforadvertisers.Inthefuture,advertisingwillbeevenmoreaboutunderstandingindividualcustomersandsendingthemadvertisementsthataretailoredtospecificneeds.Notonlywillthismakethemfeelmorevaluedandenablethemtoseethingstheyaremostinterestin,butitwillalsohelpcompaniestargettheircustomersefficientlytohaveapositiveeffectonsales.Languagepoints1Inotherwords，ittriestopersuadepeopletobuyaproductorservice.换言之，它（广告）试图说服人们去购买一种产品或服务。persuadevt.

说服；使信服（→persuasionn.说服，

劝说；信仰persuasiveadj.有说服力的；题组练·领悟方法◆语块积累persuadesb.todo/intodoingsth.说服某人做某事persuadesb.nottodo/outofdoingsth.说服某人不要做某事persuadesb./oneselfofsth.使某人确信……persuadesb.+that从句使某人相信……◆单句语法填空①Thefunctionofanadvertisementisthatitcanpersuadecustomers

（buy）thekindofgoods.②Whileshopping，peoplesometimescan’thelp

（persuade）intobuying.③Heisthesortofmanthatcouldbepersuaded

doingeverything.tobuybeingpersuadedinto2Asmediachannelshavegrowninnumberandtype，sohaveadvertisements.随着媒体渠道在数量和类型上的增长，广告也在增长。channel

n.途径，渠道；电视台；频道；方法；水渠；

海峡◆语块积累illegal/reliablechannel非法/可靠途径theEnglishChannel英吉利海峡◆说明channel可用来比喻新闻、信息等传递的“渠道，途径”，

此时通常用复数形式。Wemustgothroughtheformalchannels.我们应通过正式途径来进行。so+助动词/连系动词be/情态动词+主语（1）

该句式是部分倒装结构，表示前句所述之肯定情况也适用于另一主语，意为“……也是”。Jackhasfinishedhisreport.SohasJane.杰克完成了他的报告，简也一样。Tomwentfishingyesterday，andsodidJohn.汤姆昨天去钓鱼了，约翰也去了。LilylikesdancingandsodoesKate.莉莉喜欢跳舞，凯特也喜欢。Hewasadoctor.SowasLucy.他以前是医生，露西以前也是。Jimcandancewell.SocanKate.吉姆跳舞很好，凯特也是。（2）

若表示前句提到两件或两件以上的事也适合于另一人或物时，需要用句型：Soitiswithsb.或Itisthesamewithsb.，意为“……也是，……也一样”。—Tomisacleverboyandworksveryhardathislessons.汤姆是一个聪明的男孩，学习非常努力。—Soitiswithyou./Itisthesamewithyou.你也一样。◆说明“so+主语+助动词/连系动词be/情态动词”中主谓不倒装，是说话者对前句所提到的情况或事实表示赞同，

意为“不错，确实如此”。—Itiscoldtoday.今天天气很冷。—Soitis.不错，是很冷。—Thestudentsstudyhard.学生们学习很努力。—Sotheydo.确实如此。◆单句语法填空①Iwaswrongaboutthat，andso

you.②Sheboughtanovellastweek，andso

herbrother.③Ienjoyreadingthebook.So

mywife.④YoushouldmakeanapologytoLucy，andso

John.⑤Oneshouldspeakclearlyanditisthesame

writing.werediddoesshouldwith3IfanadvertisementisplacedonapopularwebsiteoronTVatpeaktimes...如果一则广告被投放在一个热门网站或黄金时段的电视上……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4...asuccessfuladvertisementwillalsocreateadesiretobuy，thusboostingbusiness.……一则成功的广告也会激发购买欲，从而促进业务增长。boostvt.使增长，使兴旺；提高；鼓励；举起n.增长，

提高；帮助，激励5Basedonthepsychologybehindcreatingadesiretobuy，advertisershavedevelopedwaysofpersuadingpeopleintopurchasingtheirproductsorservices.基于激发购买欲望背后的心理特征，广告商开发了多种说服人们购买其产品或服务的方式。psychology

n.心理，心理特征；心理学（→psychologistn.

心理学家psychologicaladj.

心理的；心理学的；精神上的psychologicallyadv.精神上地；心理上地）purchasevt.买，购买n.购买，采购；购买的东西，

购买项目（→purchasern.购买人；采购员；买主）6Acommontechniquetomakeanimpactistocreateamemorableslogan.产生影响的一个常见技巧是创造一个令人难忘的口号。memorable

adj.难忘的，值得纪念的（→memoryn.记忆力；回忆

memorizevt.记住；记录）Hefoundedthecharityinmemoryofhislatewife.他创办那项慈善事业以纪念他已故的妻子。◆语块积累inmemoryof为了纪念……◆单句语法填空①Thepatientlostall

（memorize）ofrecentevents.②Anactormustbeableto

（memory）hislines.③Oneofmyearliest

（memory）isaboutplayinginthegarden.④Moviemusiccanbemade

（memory）becauseitsthemesarerepeatedthroughoutthefilm.memorymemorizememories

memorable7Slogansusesimplebutimpressivelanguagetomakeusremembertheproductorservicebeingadvertised.口号使用简单但令人印象深刻的语言，让我们记住所宣传的产品或服务。advertisevt.&vi.做广告，登广告；公布，征聘；展现，宣传［→advertising

n.广告活动，广告业

advertisementn.（=ad）广告，启事；广告活动，广告宣传advertisern.登广告者；广告商］◆语块积累advertisefor为征求……登广告 advertiseforsb.todosth.登广告请某人做某事advertiseonTV/inanewspaper在电视/报纸上登广告 placeanadvertisementin在……上登广告8YouwillhearavarietyofslogansanytimeyouwatchTV.任何时候你看电视都会听到各种各样的口号。名词短语引导时间状语从句以下名词短语常可用作连词引导时间状语从句：（1）everytime，eachtime，anytime每次……Don’tstoptolookupawordeverytimeyoucomeacrossanewwordwhenyouarereading.阅读时，不要一碰到生词就停下来查阅。Eachtimehecametotown，hewoulddropinmyhomeandhaveachatwithme.他每次进城，总会到我家坐坐，跟我聊上几句。Youarewelcometocometoandvisitourschoolanytimeyoulike.只要你愿意，随时都欢迎你来参观我们学校。（2）themoment，theminute，theinstant，thesecond一……

就……Themomenthespoke，werecognizedhisvoice.他一说话，我们就听出了他的声音。TheinstantIsawhim，Iknewthathewasangrywithme.我一见到他，就知道他在生我的气。（3）theday，theweek，theyear，themorning，theafternoon，theevening，thenight，themonth，theseason，thespring，thesummer，theautumn，thewinterShecalledonusthedayshearrivedinShanghai.她到达上海的当天就来看望了我们。TheweekIwasinhospital，sheattendedmeatthebedsidedayandnight.我住院的一周里，她日日夜夜在我床头照看我。（4）the+序数词+time，（the）next/lasttimeHewaswritingabookthefirsttimeIsawhim.我第一次看见他时，他在写一本书。◆完成句子①

（每次）heaccomplishedsome-thinginhiswork，hegaveabigpartyforthelittlecircleoffriendshehad.②Pleasedropin

（任何时候）youarepassingthisway.③Sheburstintotears

（

一……

就……）shegotthesadnews.Every/Eachtimeanytimethemoment/minute/instant/second9Whatmakesitspecial?Andwhatmessagedoesittrytogetacross?它有什么特别之处？它想要传达什么信息？getacross被传达，被理解，把……讲清楚；通过，

渡过◆语块积累getsth.acrossto把某事传达给…… getalong（with）与……相处；（事情）进展getsb.down使某人悲伤/忧郁 getdowntosth.认真对待某事getround/around传播，流传 geton进行getthrough完成 getaway逃离；摆脱getover从疾病中恢复过来；克服，解决◆单句语法填空①Didyourspeechgetacross

theaudience?②It’smuchsafertoget

theroadatthetrafficlights.③Let’sstart.There’salotofworktoget

.④Ithinkyouwillliketogetdown

worknow.⑤Hereisadifficultyforyoutoget

.⑥Hecan’tgetalongwell

histeammates，sohefeelslonely.toacrossthroughtooverwith10Themorewelikethebrandambassador，themorewewillbeattractedtobuytheproduct.我们越喜欢品牌大使，我们就越会被吸引去购买产品。the+比较级（+主谓），the+比较级（+主

谓）

越……，就越……该句式结构中的两个比较级形式，前者表示条件，后者表示结果。ThisisimportantbecausethemoreyouspeakEnglish，thebetteryourEnglishwillbecome.这是很重要的，因为你说英语越多，你的英语就会越好。Themorelearnedamanis，themoremodestheusuallybecomes.一个人越博学，他通常就越谦虚。◆说明表示“越来越……”的其他结构：（1）比较级+and+比较级（2）moreandmore+形容词原级Withthecomingofthespring，itbecomeswarmerandwarmer.随着春天的到来，天气变得越来越暖和。Withtherapideconomicdevelopment，China’spositionontheinternationalstageisgettingmoreandmoreimportant.随着经济的快速发展，中国在国际舞台上的地位变得越来越重要。◆单句语法填空①

［2021·新高考全国I卷］Theamazingthingaboutthespringisthatthecolderthetemperaturegets，the

（hot）thespring!②The

（powerful）thecaris，themoredifficultitistohandle.③Themorecontrastsoflightandshadetheartistused，

moreabstracthispaintingslooked.hottermorepowerfulthe11...productplacementistypicallyusedinfilmswithhugebox-officesuccessandTVshowswithhighratings.……产品植入通常用于票房大获成功的电影和收视率高的电视节目。placement

n.放置；安置；实习工作；安排［→place地方；地位；职位；获奖的名次vt.将（某物）放置；安排；订货］◆语块积累inplace在正确位置 takeone’splace就座 takeplace发生；举行takesb.’splace替代某人 taketheplaceof代替 placeanorderfor订购12Weabsorbthesemarketingmessageswithoutthinkingaboutthemtoomuch，yettheywillprobablyhaveaneffectonusthenexttimewegoshopping.我们没有多加考虑就记住了这些促销信息，而它们有可能会在我们下次购物时对我们产生影响。absorb

vt.理解，掌握；吸收；吸引全部注意力（→absorbedadj.全神贯注的；一心一意的

absorptionn.吸收；全神贯注，专心致志）◆语块积累absorbenergy/heat/sunlight吸收能量/热量/阳光 absorb/attractone’sattention吸引某人的注意力absorboneselfin=beabsorbedin全神贯注于，专心于 absorb...into...把……并入◆说明“全神贯注于/专心于”的表达法：beabsorbedin全神贯注于，专心于 belostin陷于；为……所吸引beburiedin埋头于；专心于 beoccupiedin忙于bedevotedin专心于；致力于 focuson把注意力集中于……concentrateon把注意力集中于……◆单句语法填空①Bobwassoabsorbedin

（read）thathewentwithoutdinner.②Thesurroundingsmalltownshavebeenabsorbed

thecity.③Hewasso

（absorb）inthoughtthatheranagainstapasser-by.readingintoabsorbed13...