Unit 1 Extended Reading 1 課件【新教材同步備課精研】高中英語 選擇性必修第二冊

Guesswhatthevideoisabout?Wheredoadvertisementsusuallyappear?BeforereadingHaveyoueverpurchasedaproductorserviceafterseeingtheadvertisementpromotingit?Whyorwhynot?Advertising:thepowerofpersuasionThepassageintroducesthedefinitionofadvertisement，itsrelationshipwiththemassmedia，techniquesusedtopersuadepeopleanditsfuture.ReadingReadingparagraph1

paragraph1

Injustoneday,apersoncanseehundredsof

marketingmessages.Advertisinghasbecomepartofmodernlife.Butwhatisadvertisingexactly?短短一天之內(nèi)，一個(gè)人就能見到數(shù)百條促銷信息。sales廣告已然成為現(xiàn)代生活的一部分。但是，廣告究竟是什么？become-became-becomeparagraph1

Inshort,itreferstotheactivity

ofpromotingaproductorservice.簡單地說，廣告指的是推銷一種產(chǎn)品或服務(wù)的活動(dòng)Inbrief=Inaword=Allinallreferto指的是；涉及；查閱Youmayrefertoyournotesifyouwant.Ipromisednottorefertothematteragain.介詞后面+動(dòng)詞ingparagraph1

Inotherwords,ittriestopersuadepeopletobuyaproductorservice.換言之，廣告試圖說服人們購買一種產(chǎn)品或服務(wù)。persuadevt.

說服；使信服（→persuasionn.說服，勸說；信仰

persuasive

adj.有說服力的；說服某人(不）做某事persuadesb.(not)o/outofdoingsth.Convincepolitical/religiouspersuasion政治/宗教的信仰afteralittlegentlepersuasion好言相勸后takeagreatdealofpersuasiontodosth.費(fèi)勁口舌做某事persuadesb.todosth.說服、勸服某人做某事intodoingsth.說服某人做某事

ofsth.使某人相信某事persuasionpersuadevt.

說服；使信服1.Canyouthinkofwaystopersuadehim______giveuptheplan?2.Ipersuadehiminto_________(study)hardsothathecanrealizehisdreamsandlivebetterlife.3.Inordertocutdowntheemissionofcarbondioxide，thecitizens__________________(persuade)tocycletowork.tostudyingwerepersuadedPara1What’sthedefinitionandpurposeofadvertising?Whatdeterminesthewayofadvertising?Mainidea:the__________ofadvertisingintroductionItreferstotheactivityofpromotingaproductorservice.Inotherwords,ittriestopersuadepeopletobuyaproductorservice.Massmedia. →Readingparagraph2

paragraph2

Thehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.

廣告的歷史一直以來都與大眾媒體的歷史息息相關(guān)。that指代前文的_________that代替與前面同類別不同事物。表特指，相當(dāng)于the+名詞。它可以代替可數(shù)名詞單數(shù)，也可以代替不可數(shù)名詞。代替可數(shù)名詞復(fù)數(shù)時(shí)，用代詞those。that可以根據(jù)語義在它的后面加上一些定語，多數(shù)是of短語；它的前面不能存在任何定語。that只能代指物。historyHaveatry1.Ihaveboughtanewwatchbecausemyold______doesn’twork.2.Theweatherinsummerhereislike________inBeijing.3.Thehatyouboughtisbiggerthan________Ibought.4.TheinformationontheInternetgetsaroundmuchmorerapidlythan______inthenewspaper.5.Therecorderisbetterthan___________Iboughtlastyear.6._____isourbeliefthatimprovementsinourhealthcarewillleadtoastronger,moreprosperouseconomy.onethatthatthattheone/thatItparagraph2

Fromtheancientsimpleadvertisements(paintedonoutdoorsigns)tothecolorful,interactiveonesinsmartphoneapps,advertisingandthemassmediahavedevelopedhandinhand.從古代畫在戶外招牌上的簡單的廣告到智能手機(jī)應(yīng)用程序里豐富多彩的交互式廣告，廣告一直與大眾媒體攜手發(fā)展。v:interactn:interaction(1)advertisevi.&vt.(2)advertisingn.廣告活動(dòng)，廣告業(yè)paragraph2

Asmediachannelshavegrowninnumberandtype,sohaveadvertisements.隨著媒體渠道數(shù)量的增加和類型的豐富，廣告也在不斷發(fā)展。grow-grew-grownchannel

n.途徑，渠道；電視臺(tái)；頻道；方法；水渠；海峽illegal/reliablechannel非法/可靠途徑theEnglishChannel英吉利海峽channel可用來比喻新聞、信息等傳遞的“渠道，途徑”,此時(shí)通常用復(fù)數(shù)形式。Wemustgothroughtheformalchannels.我們應(yīng)通過正式途徑來進(jìn)行。paragraph2

Asmediachannelshavegrowninnumberandtype,sohaveadvertisements.隨著媒體渠道數(shù)量的增加和類型的豐富，廣告也在不斷發(fā)展。（1）該句式是部分倒裝結(jié)構(gòu)，表示前句所述之肯定情況也適用于另一主語，意為“……也是”。Jackhasfinishedhisreport.SohasJane.杰克完成了他的報(bào)告，簡也一樣。Tomwentfishingyesterday，andsodidJohn.湯姆昨天去釣魚了，約翰也去了。LilylikesdancingandsodoesKate.莉莉喜歡跳舞，凱特也喜歡。2）若表示前句提到兩件或兩件以上的事也適合于另一人或物時(shí)，需要用句型：Soitiswithsb.或Itisthesamewithsb.，意為“……也是，……也一樣”?！猅omisacleverboyandworksveryhardathislessons.湯姆是一個(gè)聰明的男孩，學(xué)習(xí)非常努力?！猄oitiswithyou./Itisthesamewithyou.你也一樣。3）“so+主語+助動(dòng)詞/連系動(dòng)詞be/情態(tài)動(dòng)詞”中主謂不倒裝，是說話者對前句所提到的情況或事實(shí)表示贊同，意為“不錯(cuò)，確實(shí)如此”?！狪tiscoldtoday.今天天氣很冷。—Soitis.不錯(cuò)，是很冷?！猅hestudentsstudyhard.學(xué)生們學(xué)習(xí)很努力?！猄otheydo.確實(shí)如此?！魡尉湔Z法填空①Iwaswrongaboutthat，andso

you.②Sheboughtanovellastweek，andso

herbrother.③Ienjoyreadingthebook.So

mywife.④YoushouldmakeanapologytoLucy，andso

John.⑤Oneshouldspeakclearlyanditisthesame

writing.were

did

doesshould

withparagraph3Becausethemassmediareachessomanypeople,itisaperfectvehicleforadvertisers.

大眾傳媒的受眾十分廣泛，正因如此，廣告商視其為廣告宣傳的完美工具。IfanadvertisementisplacedonapopularwebsiteoronTVatpeaktimes,ahugenumberofpeoplewillknowabouttheproductorservice（itisadvertising.）被放置在如果一則廣告投放在一個(gè)熱門網(wǎng)站或在電視黃金時(shí)段播出，許多人都會(huì)知曉它所宣傳的產(chǎn)品或服務(wù)。reachone'speak到達(dá)頂峰、巔峰peaktimes高峰時(shí)段She'satthepeakofhercareer.她正處在事業(yè)的巔峰。peaktop/summitInadditiontomakingpeopleawareofaproductorservice,asuccessfuladvertisementwillalsocreateadesiretobuy,thusboostingbusiness.一則成功的廣告除了讓人們知曉一種產(chǎn)品或服務(wù)外，還會(huì)激發(fā)購買欲，從而增加銷售量。廣告的歷史一直以來都與大眾媒體的歷史息息相關(guān)。desirev/ndesiretodosthdesireforsth每個(gè)人都渴望成功介詞后面+動(dòng)詞ingexceptawarenessEveryonehasadesireforsuccess.increase/raise/riseboostv/nboostconfidenceaboostforsth給某物帶來推力Thatiswhywhenacompanywantsto

promoteaproductorservice,itoftenlaunchesamassmediaadvertisingcampaign.這就是為什么當(dāng)一家公司想要推銷產(chǎn)品或服務(wù)時(shí)，往往會(huì)在大眾傳媒上發(fā)起一場廣告活動(dòng)。n:promotion近：boostPara2-3Mainidea:__________betweenadvertisingandthemassmediarelationship1.Thehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.2.develophandinhand3.Asmediahavegrowninnumberandtype,sohaveadvertisements.Findoutsomesentencesorphrasesinpara.2toshowtherelationship.Para3Whydoesacompanyusuallyusemassmediatoadvertiseaproductorservice?largeaudienceperfectvehicleforadvertiserscreateadesiretobuyboostbussinessparagraph4memorableslogan難忘的口號(hào)Basedonthepsychology（behindcreatingadesiretobuy）,advertisershavedevelopedwaysofpersuadingpeopleinto

purchasingtheirproductsorservices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)。Thenewsupermarketannouncedthatthefirst______(purchase)goodswillgetareward.bebasedon以..為基礎(chǔ)Acommontechniquetomakeanimpactistocreateamemorableslogan.Slogansusesimplebutimpressivelanguagetomakeusremembertheproductorservicebeingadvertised.一種用于影響消費(fèi)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)。n:memory難忘的經(jīng)歷/體驗(yàn)adj:memorableadv:memorablyForexample,asloganmayconnect

afinechinateapot(itaimstopromote)withourprideinhavinggoodtaste.Someoftheseslogansmayalsoappealtoouremotions.有些廣告語還能引起我們的情感共鳴。例如，一則廣告語可能會(huì)用其打算推銷的一款精美的瓷器茶壺讓我們聯(lián)想到擁有高雅的品味所帶來的自豪感。煽情/訴諸于情感呼吁/上訴/對...有吸引力Iappealtoalllike-mindedpeopletosupportme.Itisamoviethatwillappealtotheyoung.adj：appealingYouwillhearavarietyofslogansanytimeyouwatchTV.Thinkaboutyourfavouriteone.Whatmakesitspecial?Andwhatmessagedoesittrytogetacross?無論何時(shí)打開電視，你都會(huì)聽到各種各樣的廣告語。想想你最喜歡的那則廣告。它有什么特別之處？它試圖傳達(dá)什么樣的信息?v:varyadj:various使...被理解getacrosstherivergetaway(from) getalong/onwith getdownto(doing)sth. getover

橫過Aslogan(whichcommunicatesanideaeffectively)canboostsalesandevenbecomepartofpopularculture.Thatisthepowerofmemorableslogans.一則有效傳達(dá)一種理念的廣告語可以增加銷售量，甚至成為流行文化的一部分。這就是令人難忘的廣告語所擁有的力量。paragraph5brandambassadorAnothertechnique(advertisersoftenemploy)istolinktheircompanyorproducttoa“brandambassador”-afamousactor,asportsstar,orevenafictionalcharacter.廣告商常用的另一種手段是將其公司或產(chǎn)品與一位“品牌大使”聯(lián)系起來，例如一位著名演員、體育明星，甚至是一個(gè)虛構(gòu)人物。省略連詞Thinkofapopularfast-foodrestaurant.Doesithaveabrandambassador?Isthebrandambassadorpopularamongpotentialcustomers?想想一家很受歡迎的快餐店。它有品牌大使嗎？這位品牌大使是否受到潛在消費(fèi)者的喜愛？Themorewelikethebrandambassador,themorewewillbeattractedtobuytheproduct.我們越喜歡這位品牌大使，就越會(huì)受其吸引而去購買相關(guān)產(chǎn)品。Ofcourse,someadvertisementsarenotsoobvious:productplacementistypicallyusedin【films(withhugebox-officesuccess)andTVshows(withhighratings.)】當(dāng)然，有些廣告并不那么明顯:在超高票房的電影或高收視率的電視節(jié)目中，植入式廣告是很典型的。adj:obviouslySomefilmsarenowsponsoredbyleadingbrands,sothatonlytheirproductsappearinthefilms,likethewatcheswornbythetitlecharacterintheJamesBondfilms.如今一些電影由知名品牌贊助，因而只有該品牌的產(chǎn)品會(huì)出現(xiàn)在電影中，比如“007”系列電影的主人公詹姆斯·邦德佩戴的手表。wear-wore-wornOthertypesofmassmediauseproductplacementtoo,includingvideogames.Itisnotuncommonforsportsvideogameseriestofeaturedifferentin-gameequipmentwithrealbrandnames.It其他類型的大眾傳媒也會(huì)采用植入式廣告，包括電子游戲。在體育電子游戲系列中，用真實(shí)的品牌名給不同的游戲裝備命名的做法并不罕見.rare/unusualWeabsorbthesemarketingmessageswithoutthinkingaboutthemtoomuch,yettheywillprobablyhaveaneffectonusthenexttimewegoshopping.我們沒有多加思考就吸收了這些促銷信息，而這些信息有可能在我們下次購物時(shí)對我們產(chǎn)生影響v吸收/理解/使全神貫注beabsorbedin(1)absorb...from... 從……中吸收……absorboneselfin 專心于；全神貫注于(2)absorbed adj. 全神貫注的學(xué)生在全神貫注得調(diào)查真相。Para4-6Mainidea:______________usedbyadvertiserstechniquesWhatarethetechniquesemployedbyadvertisers?1.amemorableslogansimplebutimpressivelanguageappealtoouremotionsIsthereanymemorablesloganthatyoustillremember?Para4Para4-6Whatarethetechniquesemployedbyadvertisers?2.brandambassadorPara4-6Whatarethetechniquesemployedbyadvertisers?3.productplacementWherecantheadvertisementbeplaced?softsellingadvertisementWherecanwefindproductadvertisements?filmswithhugebox-officesuccessandTVshowswithhighratingsvideogamesAnyotherplaces?paragraph7Inthepast,advertisingwasallaboutreachingasmanypeopleaspossiblewiththesamemessage.在過去，廣告只是要向盡可能多的人傳播同樣的信息。Now,advertisingisbecomingmoredigitalandmorepersonalized.A而現(xiàn)在，廣告則變得更加數(shù)字化與個(gè)性化。(1)person-personal-personality(2）v:personalize使個(gè)性化AlreadywemayseeonlineadvertisementsforproductsorserviceswehavepreviouslysearchedforontheInternet,andweareverylikelytoreceivespecialdiscountsandpromotions（targetedspecificallyatus.）我們或許已經(jīng)見過針對自己之前在網(wǎng)上搜索過的產(chǎn)品或服務(wù)的在線廣告，而且很可能會(huì)收到專門為我們定制的特殊折扣和促銷活動(dòng)。省略連詞betargetedat以…為目標(biāo)它是專門針對男孩的。atadiscountInthefuture,advertisingwillbeevenmoreaboutunderstandingindividualcustomersandsendingthemadvertisements（thataretailoredtospecificneeds.)在未來，廣告將更注重對個(gè)體消費(fèi)者的了解，并向他們發(fā)送針對其特定需求而特制的廣告。為...專門制作SpecificallyPara7Mainidea:the_________and________ofadvertisingchangefutureWhat’sthedifferencebe