Unit1ThemassmediaExtendedreading課件高中英語(yǔ)譯林版選擇性

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促銷；推銷tomakesbdosthbygivingthemgoodreasonsfordoingit勸說(shuō)；說(shuō)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:廣告將更注重對(duì)個(gè)體消費(fèi)者的了解，并對(duì)他們發(fā)送針對(duì)其特定需求而特制的廣告。Expression:________________ 總之；簡(jiǎn)言之(para1)________________ 指的是________________ 換句話說(shuō)________________ 說(shuō)服某人做某事________________ 與…...有關(guān)(para2)________________ 手拉手地；聯(lián)合________________ 被放置在(para3)________________ 在高峰時(shí)期________________ 大量的；很多________________ 除...之外（還有，也）inshortreferstoinotherwordspersuadesbtodo/intodoingbelinkedwithhandinhandbeplacedonatpeaktimesahugenumberofinadditionto________________ 意識(shí)到；覺(jué)察到________________ 渴望，想要做某事________________ 根據(jù)，以…為基礎(chǔ)(para4)________________ 呼吁；上訴；要求；對(duì)…有吸引力________________ 連接；與……聯(lián)系________________ 通過(guò)；使……被理解________________ 把……和……連接/聯(lián)系起來(lái)(para5)________________ 對(duì)……有影響；對(duì)……起作用(para6)________________ 傾向于，很有可能(para7)________________ 以……為目標(biāo)beawareofadesiretodosthbebasedonappealtoconnect…with…getacrosslink…to…h(huán)aveaneffectonbelikelytobetargetedatRereadthepassageandfillintheblanks.

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.換言之，它（廣告）試圖說(shuō)服人們?nèi)ベ?gòu)買一種產(chǎn)品或服務(wù)。persuadevt.

說(shuō)服；使信服（→persuasionn.說(shuō)服，

勸說(shuō)；信仰persuasiveadj.有說(shuō)服力的；題組練·領(lǐng)悟方法◆語(yǔ)塊積累persuadesb.todo/intodoingsth.說(shuō)服某人做某事persuadesb.nottodo/outofdoingsth.說(shuō)服某人不要做某事persuadesb./oneselfofsth.使某人確信……persuadesb.+that從句使某人相信……◆單句語(yǔ)法填空①Thefunctionofanadvertisementisthatitcanpersuadecustomers

（buy）thekindofgoods.②Whileshopping，peoplesometimescan’thelp

（persuade）intobuying.③Heisthesortofmanthatcouldbepersuaded

doingeverything.tobuybeingpersuadedinto2Asmediachannelshavegrowninnumberandtype，sohaveadvertisements.隨著媒體渠道在數(shù)量和類型上的增長(zhǎng)，廣告也在增長(zhǎng)。channel

n.途徑，渠道；電視臺(tái)；頻道；方法；水渠；

海峽◆語(yǔ)塊積累illegal/reliablechannel非法/可靠途徑theEnglishChannel英吉利海峽◆說(shuō)明channel可用來(lái)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(guò)正式途徑來(lái)進(jìn)行。so+助動(dòng)詞/連系動(dòng)詞be/情態(tài)動(dòng)詞+主語(yǔ)（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(yǔ)，意為“……也是”。Jackhasfinishedhisreport.SohasJane.杰克完成了他的報(bào)告，簡(jiǎn)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。Hewasadoctor.SowasLucy.他以前是醫(yī)生，露西以前也是。Jimcandancewell.SocanKate.吉姆跳舞很好，凱特也是。（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?！粽f(shuō)明“so+主語(yǔ)+助動(dòng)詞/連系動(dòng)詞be/情態(tài)動(dòng)詞”中主謂不倒裝，是說(shuō)話者對(duì)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?！猄oitis.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(yǔ)法填空①Iwaswrongaboutthat，andso

you.②Sheboughtanovellastweek，andso

herbrother.③Ienjoyreadingthebook.So

mywife.④YoushouldmakeanapologytoLucy，andso

John.⑤Oneshouldspeakclearlyanditisthesame

writing.werediddoesshouldwith3IfanadvertisementisplacedonapopularwebsiteoronTVatpeaktimes...如果一則廣告被投放在一個(gè)熱門網(wǎng)站或黃金時(shí)段的電視上……peakadj.高峰時(shí)期的，最高度的n.頂峰，高峰；山峰；

尖端vi.達(dá)到高峰，達(dá)到最高值4...asuccessfuladvertisementwillalsocreateadesiretobuy，thusboostingbusiness.……一則成功的廣告也會(huì)激發(fā)購(gòu)買欲，從而促進(jìn)業(yè)務(wù)增長(zhǎng)。boostvt.使增長(zhǎng)，使興旺；提高；鼓勵(lì)；舉起n.增長(zhǎng)，

提高；幫助，激勵(lì)5Basedonthepsychologybehindcreatingadesiretobuy，advertisershavedevelopedwaysofpersuadingpeopleintopurchasingtheirproductsorservices.基于激發(fā)購(gòu)買欲望背后的心理特征，廣告商開發(fā)了多種說(shuō)服人們購(gòu)買其產(chǎn)品或服務(wù)的方式。psychology

n.心理，心理特征；心理學(xué)（→psychologistn.

心理學(xué)家psychologicaladj.

心理的；心理學(xué)的；精神上的psychologicallyadv.精神上地；心理上地）purchasevt.買，購(gòu)買n.購(gòu)買，采購(gòu)；購(gòu)買的東西，

購(gòu)買項(xiàng)目（→purchasern.購(gòu)買人；采購(gòu)員；買主）6Acommontechniquetomakeanimpactistocreateamemorableslogan.產(chǎn)生影響的一個(gè)常見技巧是創(chuàng)造一個(gè)令人難忘的口號(hào)。memorable

adj.難忘的，值得紀(jì)念的（→memoryn.記憶力；回憶

memorizevt.記??；記錄）Hefoundedthecharityinmemoryofhislatewife.他創(chuàng)辦那項(xiàng)慈善事業(yè)以紀(jì)念他已故的妻子。◆語(yǔ)塊積累inmemoryof為了紀(jì)念……◆單句語(yǔ)法填空①Thepatientlostall

（memorize）ofrecentevents.②Anactormustbeableto

（memory）hislines.③Oneofmyearliest

（memory）isaboutplayinginthegarden.④Moviemusiccanbemade

（memory）becauseitsthemesarerepeatedthroughoutthefilm.memorymemorizememories

memorable7Slogansusesimplebutimpressivelanguagetomakeusremembertheproductorservicebeingadvertised.口號(hào)使用簡(jiǎn)單但令人印象深刻的語(yǔ)言，讓我們記住所宣傳的產(chǎn)品或服務(wù)。advertisevt.&vi.做廣告，登廣告；公布，征聘；展現(xiàn)，宣傳［→advertising

n.廣告活動(dòng)，廣告業(yè)

advertisementn.（=ad）廣告，啟事；廣告活動(dòng)，廣告宣傳advertisern.登廣告者；廣告商］◆語(yǔ)塊積累advertisefor為征求……登廣告 advertiseforsb.todosth.登廣告請(qǐng)某人做某事advertiseonTV/inanewspaper在電視/報(bào)紙上登廣告 placeanadvertisementin在……上登廣告8YouwillhearavarietyofslogansanytimeyouwatchTV.任何時(shí)候你看電視都會(huì)聽到各種各樣的口號(hào)。名詞短語(yǔ)引導(dǎo)時(shí)間狀語(yǔ)從句以下名詞短語(yǔ)?？捎米鬟B詞引導(dǎo)時(shí)間狀語(yǔ)從句：（1）everytime，eachtime，anytime每次……Don’tstoptolookupawordeverytimeyoucomeacrossanewwordwhenyouarereading.閱讀時(shí)，不要一碰到生詞就停下來(lái)查閱。Eachtimehecametotown，hewoulddropinmyhomeandhaveachatwithme.他每次進(jìn)城，總會(huì)到我家坐坐，跟我聊上幾句。Youarewelcometocometoandvisitourschoolanytimeyoulike.只要你愿意，隨時(shí)都?xì)g迎你來(lái)參觀我們學(xué)校。（2）themoment，theminute，theinstant，thesecond一……

就……Themomenthespoke，werecognizedhisvoice.他一說(shuō)話，我們就聽出了他的聲音。TheinstantIsawhim，Iknewthathewasangrywithme.我一見到他，就知道他在生我的氣。（3）theday，theweek，theyear，themorning，theafternoon，theevening，thenight，themonth，theseason，thespring，thesummer，theautumn，thewinterShecalledonusthedayshearrivedinShanghai.她到達(dá)上海的當(dāng)天就來(lái)看望了我們。TheweekIwasinhospital，sheattendedmeatthebedsidedayandnight.我住院的一周里，她日日夜夜在我床頭照看我。（4）the+序數(shù)詞+time，（the）next/lasttimeHewaswritingabookthefirsttimeIsawhim.我第一次看見他時(shí)，他在寫一本書。◆完成句子①

（每次）heaccomplishedsome-thinginhiswork，hegaveabigpartyforthelittlecircleoffriendshehad.②Pleasedropin

（任何時(shí)候）youarepassingthisway.③Sheburstintotears

（

一……

就……）shegotthesadnews.Every/Eachtimeanytimethemoment/minute/instant/second9Whatmakesitspecial?Andwhatmessagedoesittrytogetacross?它有什么特別之處？它想要傳達(dá)什么信息？getacross被傳達(dá)，被理解，把……講清楚；通過(guò)，

渡過(guò)◆語(yǔ)塊積累getsth.acrossto把某事傳達(dá)給…… getalong（with）與……相處；（事情）進(jìn)展getsb.down使某人悲傷/憂郁 getdowntosth.認(rèn)真對(duì)待某事getround/around傳播，流傳 geton進(jìn)行g(shù)etthrough完成 getaway逃離；擺脫getover從疾病中恢復(fù)過(guò)來(lái)；克服，解決◆單句語(yǔ)法填空①Didyourspeechgetacross

theaudience?②It’smuchsafertoget

theroadatthetrafficlights.③Let’sstart.There’salotofworktoget

.④Ithinkyouwillliketogetdown

worknow.⑤Hereisadifficultyforyoutoget

.⑥Hecan’tgetalongwell

histeammates，sohefeelslonely.toacrossthroughtooverwith10Themorewelikethebrandambassador，themorewewillbeattractedtobuytheproduct.我們?cè)较矚g品牌大使，我們就越會(huì)被吸引去購(gòu)買產(chǎn)品。the+比較級(jí)（+主謂），the+比較級(jí)（+主

謂）

越……，就越……該句式結(jié)構(gòu)中的兩個(gè)比較級(jí)形式，前者表示條件，后者表示結(jié)果。ThisisimportantbecausethemoreyouspeakEnglish，thebetteryourEnglishwillbecome.這是很重要的，因?yàn)槟阏f(shuō)英語(yǔ)越多，你的英語(yǔ)就會(huì)越好。Themorelearnedamanis，themoremodestheusuallybecomes.一個(gè)人越博學(xué)，他通常就越謙虛?！粽f(shuō)明表示“越來(lái)越……”的其他結(jié)構(gòu)：（1）比較級(jí)+and+比較級(jí)（2）moreandmore+形容詞原級(jí)Withthecomingofthespring，itbecomeswarmerandwarmer.隨著春天的到來(lái)，天氣變得越來(lái)越暖和。Withtherapideconomicdevelopment，China’spositionontheinternationalstageisgettingmoreandmoreimportant.隨著經(jīng)濟(jì)的快速發(fā)展，中國(guó)在國(guó)際舞臺(tái)上的地位變得越來(lái)越重要?！魡尉湔Z(yǔ)法填空①

［2021·新高考全國(guó)I卷］Theamazingthingaboutthespringisthatthecolderthetemperaturegets，the

（hot）thespring!②The

（powerful）thecaris，themoredifficultitistohandle.③Themorecontrastsoflightandshadetheartistused，

moreabstracthispaintingslooked.hottermorepowerfulthe11...productplacementistypicallyusedinfilmswithhugebox-officesuccessandTVshowswithhighratings.……產(chǎn)品植入通常用于票房大獲成功的電影和收視率高的電視節(jié)目。placement

n.放置；安置；實(shí)習(xí)工作；安排［→place地方；地位；職位；獲獎(jiǎng)的名次vt.將（某物）放置；安排；訂貨］◆語(yǔ)塊積累inplace在正確位置 takeone’splace就座 takeplace發(fā)生；舉行takesb.’splace替代某人 taketheplaceof代替 placeanorderfor訂購(gòu)12Weabsorbthesemarketingmessageswithoutthinkingaboutthemtoomuch，yettheywillprobablyhaveaneffectonusthenexttimewegoshopping.我們沒(méi)有多加考慮就記住了這些促銷信息，而它們有可能會(huì)在我們下次購(gòu)物時(shí)對(duì)我們產(chǎn)生影響。absorb

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

absorptionn.吸收；全神貫注，專心致志）◆語(yǔ)塊積累absorbenergy/heat/sunlight吸收能量/熱量/陽(yáng)光 absorb/attractone’sattention吸引某人的注意力absorboneselfin=beabsorbedin全神貫注于，專心于 absorb...into...把……并入◆說(shuō)明“全神貫注于/專心于”的表達(dá)法：beabsorbedin全神貫注于，專心于 belostin陷于；為……所吸引beburiedin埋頭于；專心于 beoccupiedin忙于bedevotedin專心于；致力于 focuson把注意力集中于……concentrateon把注意力集中于……◆單句語(yǔ)法填空①Bobwassoabsorbedin

（read）thathewentwithoutdinner.②Thesurroundingsmalltownshavebeenabsorbed

thecity.③Hewasso

（absorb）inthoughtthatheranagainstapasser-by.readingintoabsorbed13...