Unit1ThemassmediaExtendedreading课件-高中英语译林版2

Unit

1Themass

mediaExtended

ReadingAdvertising:thepower

of

persuasion广告

：说服的力量你没事吧?你没事吧?你没事吧?

直辣条你没事吧?

束王子你没事吧?

你没事吧?你没事吧?

你没事吧?没事就吃溜溜梅Advertisement广告To

persuade

thetarget

tobuytheirproducts说服目标客户购买他们

的产品What

isyourfavoriteadvertisement?Whattechniquesdoes

it

useto

promotethe

productorservice?Have

you

ever

purchased

a

product

or

service

after

seeing

theadvertisement

promoting

it?Why

or

why

not?

你是否曾经在看到产品或服务的宣传广告后就购买了?为什么或者为什么不呢?DiscussionDidyoudrink

thefirstcupofmilkteainautumn?

秋天的第一杯奶茶喝了吗?饥饿营销

Hungermarketing借势营销Momentummarketing

情感营销Emotionalmarketing●●

●Wine

and

coffee,I

just

love

this

cup!酒和咖啡，我就是爱这杯!TVInternetPhoneNewspaperWhere

do

advertisements

usually

appear?ThemassmediaDiscuss

in

groups:Where

do

advertisements

usually

appear?teleplay

电视剧专门为您调制的感风灵芒果tv睡酒Howmanypartsof

thispassage?Whatare

they?Injust

one

day,aperson

can

seehundreds

of

marketingmessages.Advertisinghas1become

part

ofmodern

life.But

what

is

advertising

exactly?In

short,it

refers

tothe

activity

ofpromoting

a

product

or

service.In

other

words,it

tries

to

persuadepeopletobuyaproductor

service.5Thehistory

of

advertisinghas

alwaysbeen

closely

linked

with

that

of

the

mass2media.

From

the

ancient

simple

advertisementspainted

on

outdoor

signs

to

thecolourful,interactive

ones

insmartphoneapps,advertising

andthemassmediahave

developed

hand

in

hand.As

media

channels

have

grown

in

number

andtype,so

haveadvertisements.10

Becausethe

mass

media

reaches

so

many

people,it

is

a

perfect

vehicle

for

advertisers.If

anadvertisementisplacedonapopularwebsite

or

on

TV

at

peak3times,ahugenumber

of

peoplewillknow

aboutthe

product

or

service

it

isadvertising.In

additiontomakingpeople

aware

ofaproduct

or

service,a

successfuladvertisementwill

also

create

a

desiretobuy,thusboosting

business.That

is

why15when

a

company

wants

to

promote

a

product

or

service,it

often

launchesh

mass

media

advertising

campaign.

Mainideaofeachparagraph

Readingformain

ideaReasons原因Definition定义Relationship关系Based

onthepsychologybehind

creating

a

desireto

buy,advertisers

have

developedways

ofpersuading

people

into

purchasing

their

products

or

services.A

commontechnique

to

make

an

impact

is

to

create

a

memorable

slogan.

Slogansuse

simplebut

impressive

language

to

make

us

remember

the

product

or

service

beingadvertised.Some

ofthese

slogans

may

also

appeal

to

our

emotions.For

example,a

slogan

may

connect

a

fine

china

teapot

it

aims

to

promote

with

our

pride

inhaving

good

taste.You

will

hear

a

variety

ofslogans

any

time

you

watch

TV.Think

about

your

favourite

one.What

makes

it

special?And

what

message

does

it

try

togetacross?A

sloganwhichcommunicatesan

idea

effectively

canboost

sales

and

evenbecomepart

of

popular

culture.That

is

thepower

ofmemorable

slogans.Anothertechnique

advertisers

often

employ

is

to

linktheir

company

orproduct

to

a“brand

ambassador”—a

famous

actor,a

sports

star,or

even

a

fictional

character.

Think

ofa

popular

fast-food

restaurant.Does

it

have

a

brand

ambassador?Is

thebrand

ambassadorpopular

amongpotential

customers?The

morewe

like

thebrand

ambassador,the

more

we

will

be

attracted

to

buy

the

product.brandambassador品牌大使slogan口号，广告语25530420Ofcourse,some

advertisements

are

not

so

obvious:productplacement

is

typically

used

in

films

with

huge

box-office

success

and

TV

shows

with

high

ratings.Somefilms

are

now

sponsored

by

leading

brands,so

that

only

theirproducts

appear

inthe

films,likethewatcheswornby

the

title

character

in

the

James

Bond

films.Other

types

ofmass

media

use

product

placement

too,including

video

games.It

is

notuncommonfor

sportsvideogame

seriesto

feature

differentin-game

equipment

with

real

brand

names.We

absorb

these

marketing

messages

without

thinkingabout

them

too

much,yet

they

willprobably

have

an

effect

onus

the

next

time

wego

shopping.In

thepast,advertising

was

all

about

reaching

as

manypeople

aspossible

with

thesame

message

Now,dvertising

is

becoming

more

digital

and

more

personalized.Alreadywemayseeonlineadvertisementsforproductsor

serviceswehavepreviouslysearched

for

on

the

Internet,and

we

areverylikelytoreceivespecialdiscountsandpromotions

targeted

specifically

at

us.Inthefuture,advertising

will

be

even

more

about

understanding

individual

customers

and

sending

them

advertisements

that

aretailoredto

specificneeds.Not

onlywillthis

make

them

feel

more

valued

andenablethemto

seewhatthey

are

most

interested

in,but

it

will

also

help

companies

targettheircustomersmoreefficientlytohaveapositiveeffecton

sales.Development发展Product

placement

植入式广告63540745Advertising:the

power

ofpersuasion说服的力量Part2:Para.2-3Relationship

betweenadvertising

and

mass

media

广告与大众传媒的关系Part

3:Para.4-6

Techniques

used

in

advertising广告中的技巧Part

4:Para.7Futuredevelopmentof

advertising

广告的未来发展Para.2History历史Para.3(1)

Reasonsforadvertisingonmass

mediaPara.4(2)

SlogansPara.5(3)

Brand

ambassadorsPara.6(4)_

Product

placementReadfor

structurePart

1:Para.1

Definition

定义Injustoneday,apersoncanseehundredsofmarketing

messages.Advertising

has

become

part

of

modern

life.But

what

is

advertising

exactly?

Inshort,

it

referstotheactivityofpromotingaproduct

or

service.Inother

words,ittriesto

persuadepeopletobuyaproductor

service.一天之内，

一个人可以看到数百条促销信息。广告已成为现代生活的一部

分。但是广告到底是什么?

简而言之，它指的是推销产品或服务的活动。

换言之，它(广告)试图说服人们去购买一种产品或服务。Paragraph

1Itreferstotheactivityofpromoting

a

product

or

service.

它指的是推销产品或服务的活动。Ittriesto

persuadepeopleto

buya

product

orservice.

它试图说服人们去购买一种产品或服务。What

is

advertising?Readforinformation:Paragraph

1Paragraph

2Thehistoryofadvertisinghasalways

beencloselylinkedwiththat

of

themassmedia.Fromtheancientsimpleadvertisementspaintedon

outdoorsigns

to

thecolorful,interactiveonesinsmartphoneapps,advertisingandthemassmedia

交互式广告是指任何要求或允许浏览者做出行动的广告。n

in通

常

我

们

把

“

行

动

”

定

义

为

发

出

请

求

或

在

网

页

上

查

找

详

细number

anc

形式：插播式广告/搜索广告/链接式广告/在线互动广告广告的历史特点：

互动性，反馈性，及时性，精确性等

勺简单广告到智能手机应用程序上多彩的交互式广告，广告和大众传媒携手发展。正如媒体渠道的数量和类型不断增加，广告也在不断发展。What'sthechangewecanseefrom

advertisements?自带光环的人没薇娅、李佳琦!特别是格力电器董事长董明珠微视首发Painted

on

outdoor

signs

Colorful,interactive

ones

in

smartphoneapps.Mediachannelshavegrown.Readforinformation:Paragraph2Because

the

mass

media

reaches

so

many

people,it

is

a

perfect

vehicle

foradvertisers.If

an

advertisement

is

placed

on

a

popular

website

or

on

TV

atpeak

times,a

huge

number

ofpeople

will

know

about

the

product

or

service

it

is

advertising.大众传媒受众很广，因此成为广告商进行宣传的完美工具。如果在热门网站

或黄金时段的电视节目投放一则广告，许多人都会知晓它所宣传的产品或服

务。Paragraph

3.Inadditionto

makingpeopleawareofaproductor

service,a

successfuladvertisementwillalsocreateadesiretobuy,thus

boosting

business.

That

iswhywhenacompanywantstopromoteaproduct

or

service,it

oftenlaunchesamassmedia

advertisingcampaign.一则成功的广告除了让人们了解一种产品或服务外，还会激发人们的购买欲

，从而促进业务增长。那就是为什么一家公司在想要推广一种产品或服

务时，常常会在大众传媒上发起一系列广告活动。Paragraph

3Therelationship

betweenthem:Theirhistorieshavebeen

closelylinked,andtheyhavedevelopedhandinhand.Thefunctionsofcombination:Function

1Tomakepeopleawareofaproduct

or

service.Function2To

create

a

desire

for

people

to

buy

it,thus

to

boost

business.Mass

media&AdvertisementsReadforinformation:Paragraph2-3Basedonthepsychologybehindcreatingadesireto

buy,advertisershavedevelopedwaysofpersuadingpeople

into

purchasingtheirproductsorservices.Acommontechniquetomakeanimpactis

to

creat

a

memorable

slogan.Slogansusesimplebutimpressivelanguagetomakeus

remember

theproductorservicebeing

advertised.基于激发购买欲背后的心理特征，广告商开发了多种说服人们购买其产品或服务的方式。制造影响力的一个常见技巧是创造一条让人难忘的广告语。

广告语用简单但令人印象深刻的语言来让我们记住正在宣传的产品或服务。Paragraph

4Someof

these

slogans

may

also

appeal

to

our

emotions.For

example,aslogan

may

connect

a

fine

china

teapot

it

aims

to

promote

with

our

pride

inhaving

good

taste.You

will

hear

a

variety

of

slogans

any

time

you

watchTV.Think

about

your

favorite

one.其中一些广告词可能也会引起我们的情感共鸣。例如，一条广告词可能会将其意在推销的精美陶瓷茶壶与拥有优雅品味所带来的自豪感相联系。你

在任何时候看电视，都会听到各种各样的广告词。想想你最喜欢的那一条。Paragraph

4Para

4-6Main

idea:

techniques技巧usedbyadvertisersWhatarethetechniquesemployedbyadvertisers?1.a

memorable

slogan

令人难忘的口号simple

butimpressivelanguage简单但令人印象深刻的语言appeal

to

ouremotions引起我们的情感共鸣McDonald'si'm

lovin'itThink

different.JUST

DO

IT.Canyou

speak

outthe

brands

accordingto

these

slogans?Impossibleis

nothing没什么不可能的Connecting

people

科技以人为本Tide's

in,dirt's

out.

汰渍到，污垢逃。Think

different非同凡响Justdoit!只管去做!i'm

lovin'it我就喜欢它有什么特别之处?它想要传达什么信息?一条能有效地传达一种理念的广告词可以促进销售，甚至成为流行文化的一部分。那就是令人难忘

的广告词所拥有的力量。Whatmakesitspecial?Andwhatmessagedoesittry

to

get

across?Asloganwhich

communicatesanidea

effectively

canboostsales

and

even

becomepartof

popularculture.Thatisthepowerofmemorableslogans.Paragraph

4Paragraph

5Anothertechniqueadvertisersoftenemployistolinktheircompany

orproduct

toa“brandambassador”——afamousactor,asportsstar,or

even

afictionalcharacter.

Thinkofapopularfastfoodrestaurant.Doesithavea

brandambassador?Isthebrandambassadorpopularamong

potentialcustomers?

The

morewelikethebrandambassador,themorewewillbe

attracted

to

buy

theproduct.广告商经常使用的另一种手段是将他们的公司或产品与一位“品牌大使”联系起来——一位著名的演员、体育明星，甚至是一个虚构的人物。想想一家受欢迎的快餐店。它有

品牌大使吗?该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

会被吸引去购买相关产品。Para4-6Whatarethetechniquesemployedbyadvertisers?2.brandambassador

品牌大使Who

can

be

a

“brand

ambassador”?Why

they

employ

the

brandambassador

to

promote

their

product

or

service?A

famous

actor,a

sports

star,or

even

a

fictional

character.Because

the

more

we

like

the

brand

ambassador,the

morewe

will

be

attracted

to

buy

the

product.Of

course,some

advertisements

are

not

so

obvious:product

placement

istypically

used

in

films

with

huge

box-office

success

and

TV

shows

with

highratings.

Some

films

are

now

sponsored

by

leading

brands,so

that

only

theirproducts

appear

in

the

films,like

the

watches

worn

by

the

title

character

inthe

James

Bond

films.当然，有些广告并不那么明显。例如，植入式广告通常用于票房大卖的电影和收视率高的电视节目。现在有些电影是由知名品牌赞助的，所以只有

他们的产品出现在电影中，就像詹姆斯

·邦德电影中主角戴的手表。Paragraph

6Paragraph

6Other

types

of

mass

media

use

product

placement

too,including

videogames.It

is

not

uncommon

for

sports

video

game

series

to

feature

differentin-game

equipment

with

real

brand

names.We

absorb

these

marketingmessages

without

thinking

about

them

too

much,yet

they

will

probably

havean

effect

on

us

the

next

time

we

goshopping.其他类型的大众媒体也使用植入式广告，包括电子游戏。在体育电子游戏系列中，带有真正品牌名称的不同游戏内置设备并不少见。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。Para4-6Whatare

the

techniquesemployedbyadvertisers?3.product

placement

植入式广告Wherecan

theadvertisementbeplaced?filmswithhugebox-officesuccessTVshowswithhigh

ratingsThe

power

ofpersuasionWaystoattract

attentionPlacement

like

creative

videosbrandambassadorslogansInthepast,advertisingwasallaboutreaching

as

manypeople

as

possiblewiththesamemessage.Now,advertisingisbecomingmoredigital

and

more

personalized.Alreadywemayseeonlineadvertisementsforproducts

orserviceswe

havepreviously

searchedfor

ontheInternet

and

we

are

verylikelytoreceivespecialdiscountsandpromotionstargeted

specificallyatus.在过去，广告都是为了让尽可能多的人得到同样的信息。现在，广告越来越数字化和个性化。我们可能已经在网上看到了以前在网上