Unit1ThemassmediaExtendedreading单词课件高中英语牛津译林版（2020）选择性

Unit1ThemassmediaExtendedreadingadvertising&advertisementWhatisyourfavoriteadvertisement?Haveyoueverpurchasedaproductorserviceafterseeingtheadvertisementpromotingit?Justdoit!Activity:GuessinggameCanyouspeakoutthebrandsaccordingtotheseslogans?ImpossibleisnothingActivity:GuessinggameApplethinksdifferent.苹果电脑，不同凡响)汰渍到,污垢逃。Tide’s

in,

dirt’s

out.

成功之路，从头开始。StartAhead!成功之路，从头开始。Advertising:thepowerofpersuasionAccordingtothetitle,whatwillbetalkedaboutinthismagazinearticle?PredictionListenandlocatethetopsentenceofeachparagraphandthensummarizethemainideainawordorphrase.Readingfor

mainideaMainideaofeachparagraph点击添加标题点击添加标题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DefinitionRelationshipReasons123slogan

brandambassador45ProductplacementDevelopment67StructurePart1[Para.1]IntroductionPart2[Para.______]_________________________________________RelationshipbetweenadvertisingandmassmediaPart3[Para.______]_________________________________________TechniquesusedbyadvertisersPart4[Para.______]Futuredevelopment2–34–67Advertising:thepowerofpersuasionWhatistheauthor’sattitudetowardsadvertisement?A.Positive B.NegativeC.Objective D.SubjectivePara1Whatisadvertising?Itreferstotheactivityofpromotingaproductorservice.ReadfordetailsReadingtip1:thedefinitionofawordorphraseisusuallygivenafterthephrase“referto（指的是）”.Ittriestopersuadepeopletobuyaproductorservice.Whatisthewritingtechnique（写作技巧）?Presentingadefinition.Injustoneday,apersoncanseehundredsofmarketingmessages.Advertisinghasbecomepartofourmodernlife.Butwhatisadvertisingexactly?Inshort,itreferstotheactivityofpromotingaproductorservice.Inotherwords,ittriestopersuadeyoutobuyaproductorservice.Advertising:ThePowerofPersuasionPara.1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。&Tomakepeopleawareofaproductorservice.MassmediaAdvertisementsTherelationshipbetweenthem:Theirhistorieshavebeen_____________,andtheyhavedeveloped_______________.Thefunctionsofcombination:Function1Tocreateadesireforpeopletobuyit,thustoboostbusiness.Function2Readforinformation:Paragraph2-3closelylinkedhandinhandThehistoryofadvertisinghasalwaysbeencloselylinkedwith

thatofthemassmedia.Fromtheancientsimpleadvertisements

paintedonoutdoorsignstothecolourful,interactiveonesinsmartphoneapps,advertisingandthemassmediahavedevelopedhandinhand.Asmediachannelshavegrowninnumberandtype,sohaveadvertisements.Para.2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。Thehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.(lines5-6)that指代前文的_________that代替与前面同类别不同事物。表特指，相当于the+名词。它可以代替可数名词单数，也可以代替不可数名词。代替可数名词复数时，用代词those。historyit用作代词时，指上文出现过的同一事物。复数用they或them。eg.YesterdayIboughtabook,butnowIlostit.one可以泛指一个人或物，也可指代上文提到的“a+可数名词”，。one的复数形式是ones。eg.1.Oneshouldloveone’scountry.2.Ihaven’tapen.Canyoulendmeone?Haveatry1.Ihaveboughtanewwatchbecausemyold______doesn’twork.2.Theweatherinsummerhereislike________inBeijing.3.Helikeseatinglargeapples,notsmall

（one）.4.Thehousepricehasincreasedrecently,sosomethingmustbedonetostop

.onethatonesit句意：……广告和大众传媒携手发展。...advertisingandthemassmediahavedevelopedhandinhand.handinhand手拉手地；联合

例1.她和她的老朋友手拉手爬了上去。_________________,sheclimbedupwithheroldfriend.例2.他们将携手联合行动。Theywouldact________________.Handinhandhandinhand【拓展】hearttoheart心贴心shouldertoshoulder肩并肩backtoback背靠背

arminarm臂挽臂stepbystep逐步地sidebyside并排地Asmediachannelshavegrowninnumberandtype,sohaveadvertisements.(line9)sohaveadvertisments是倒装句。倒装的原因是____________________________________________so/neither/nor表示“也”的时候放在句首，句子倒装基本句型结构：so/neither/nor+be动词/助动词/情态动词+主语

……也(不)是如此Haveatry1.Heranswerisnotacceptable,and__________________(我的也是如此).2.—Maggiehadawonderfultimeattheparty. 

—_________,andsodidI.  A.Soshehad

B.Sohadshe

C.Soshedid

D.Sodidshe3.—Father,youpromised!

—Well,____.Butitwasyouwhodidn’tkeepyourwordfirst.A.sowasI

B.sodidI   C.soIwas     D.soIdidneither/norismineCDBecausethemassmediareachessomanypeople,itisaperfectvehicleforadvertisers.IfanadvertisementisplacedonapopularwebsiteoronTVatpeaktimes,ahugenumberofpeoplewillknowabouttheproductorserviceitisadvertising.Inadditiontomakingpeopleawareofaproductorservice,asuccessfuladvertisementwillalsocreatea

desiretobuy,thusboostingbusiness.Thatiswhywhenacompanywantstopromoteaproductorservice,itoftenlaunchesamassmediaadvertisingcampaign.Para.3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。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。

Whatlanguagedo

memorableslogansuse?Simplebutimpressive.Whocanbechosenasa

“brandambassador”?Afamousactor,asportsstar,orevenafictionalcharacter.Whattypesofmassmediauseproductplacement?Typically,_______withhugebox-officesuccessand___________withhighratingsoftenuseproductplacementandsodo____________.filmsTVshowsvideogamesReadforinformation:Paragraph4-6Basedonthepsychologybehindcreatingadesiretobuy,advertisershavedevelopedwaysofpersuadingpeopleintopurchasingtheirproductsorservices.Acommontechniquetomakeanimpactistocreateamemorableslogan.Slogansusesimplebutimpressivelanguagetomakeusremembertheproductorservicebeingadvertised.Someoftheseslogansmayalsoappealtoouremotions.Para.4-1

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。有些广告语或许还能引起我们的情感共鸣。Forexample,asloganmayconnectafinechinateapotitaimstopromote

withourprideinhavinggoodtaste.Youwillhearavarietyofslogans

anytimeyouwatchTV.Thinkaboutyourfavouriteone.Whatmakesitspecial?Andwhatmessagedoesittrytogetacross?Asloganwhichcommunicatesanideaeffectivelycanboostsalesandevenbecomepartofpopularculture.Thatisthepowerofmemorableslogans.Para.4-2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语。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“brandambassador”—

afamous

actor,asportsstar,orevenafictionalcharacter.Thinkofapopularfast-foodrestaurant.Doesithaveabrand

ambassador?Isthebrandambassadorpopularamongpotentialcustomers?Themorewelikethebrandambassador,themorewewillbeattractedtobuytheproduct.

Para.5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.Forexample,productplacementistypicallyusedinfilmswithhugebox-officesuccessandTVshowswithhighratings.Somefilmsarenowsponsored

by

leadingbrands,sothatonlytheirproductsappear

inthe

films,likethewatcheswornby

thetitlecharacterintheJamesBondfilms.Para.6-1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.Itisnotuncommonforsportsvideogameseriestofeaturedifferentin-gameequipmentwithrealbrandnames.Weabsorbthesemarketingmessageswithoutthinkingaboutthemtoomuch,yettheyprobablyhaveaneffectonusthenexttimewegoshopping.Para.6-2其他类型的大众传媒也会采用植入式广告，包括电子游戏。在体育电子游戏系列中，用真实的品牌名给不同的游戏装备命名的做法并不罕见。我们没有多加思考就吸收了这些促销信息，而这些信息有可能在我们下次购物时对我们产生影响。Whatisthedifferencebetweenadvertisinginthepast,nowandinthefuture?InthepastNowInthefutureReachingasmanypeopleaspossiblewiththesamemessage.Becoming

moredigitalandmorepersonalized.Understanding

individualcustomersandsendingthemadvertisementsthataretailoredtotheirspecificneeds.Readforinformation:Paragraph7Inthepast,advertisingwasallaboutreachingasmanypeopleaspossiblewiththesamemessage.Now,advertisingisbecomingmoredigitalandmorepersonalized.AlreadywemayseeonlineadvertisementsforproductswehavepreviouslysearchedforontheInternet,andweareverylikelyto

receivespecialdiscountsandpromotiontargetedspecificallyatus.为我们定制的特殊折扣和促销活动。Para.7-1在过去，广告只是要向尽可能多的人传播同样的信息。而现在，广告则变得更加数字化与个性化。我们或许已经见过针对自己之前在网上搜索过的产品或服务的在线广告，而且很可能会收到专门为我们定制的特殊折扣和促销活动。Inthefuture,advertisingwillbeevenmoreaboutunderstandingindividualcustomersandsendingthemadvertisementsthataretailoredtospecificneeds.Notonlywillthismakethemfeelmorevaluedandenable

themtoseewhattheyaremostinterestedin,butitwillalso

helpcompanies

targettheir

customers

more

efficientlytohaveapositiveeffectonsales.Para.7-2在未来，广告将更注重对个体消费者的了解，并向他们发送针对其特定需求而特制的广告。这不仅会让消费者觉得自己更受重视，还能让他们看到自己最感兴趣的内容，此外也能帮助公司更加有效地锁定目标客户，从而对销售量产生积极影响。Amindmapofthetext[Para.6](6)________________Productplacement[Para.5](5)________________Brandambassadors[Para.4](4)

_________________Slogans[Para.3](3)___________________________________Reasonsforadvertisingonmassmedia[Para.2]RelationshipPart1[Para.1]Introduction

Part2[Para._2-3(1)_________________________________________RelationshipbetweenadvertisingandmassmediaPart3[Para._4-6__](2)_________________________________________TechniquesusedbyadvertisersPart4[Para._7__]FuturedevelopmentAdvertising:thepowerofpersuasionGeneralInformationCriticalthinkingDoyouthinkalltheproductsintheadsareperfect?Shallwetellpeopleaboutthedisadvantagesofourproductsinthead?Howtodealwiththedisadvantagesifasked?Slogan:Ambassador:Placement:…MakeanadforourschoolHomeworkThank

you课文语法填空Advertisingreferstotheactivityofpromotingaproductorservice.Itshistoryhasalwaysbeencloselylink