Unit 1 The Mass Media Extended reading 课件-2024-2025学年高中英语译林版（2020）选择性必修第二册

Unit 1 The mass media Advertising: the power of persuasion To understand why and how advertising persuades people into purchasing a product or service To analyse the writing techniques of the article To find out the techniques used in your favourite advertisements To explain the attitudes towards advertising tailored to individual customer’s needs Advertisements are often shown on TV, particularly at peak time. There are many advertisement posters and billboards along the streets too. They can also appear in newspapers, magazines and at the cinema. Advertisements are also very popular on the Internet. 1. Where do advertisements usually appear? Discuss the questions with your partner. Option 1 I often buy biscuits if a famous person I know is printed on the package, though I actually don’t like biscuits. Buying the biscuits gives me a feeling of being a part of the fashion trend. 2. Have you ever purchased a product or service after seeing the advertisement promoting it? Why? Option 2 I don’t easily believe in advertisements. I prefer buying something for its design, especially its shape and colour. Although not all advertisements provide fake information, I don’t feel comfortable following them. I think we should care for the quality of a product rather than it popularity. Read the text and fill in the following chart. (9) ________________ Product placement (8) ________________ Brand ambassadors (7) _________________ Slogans (6) ________________ ___________________ The reasons for advertising on mass media The history of advertising Part 1 [Para.1] Introduction Part 2 [Paras. (1) ______] (2) ___________________ ______________________ The relationship between advertising and the mass media Part 3 [Paras. (3) _____] (4) __________________ _____________________ Techniques used by advertisers Part 4 [Para. (5) ______] Future development 2–3 4–6 7 Advertising: the power of persuasion Read paragraph 1 and answer the question. What is the purpose of advertising? Advertising aims to promote a product or service. In other words, it tries to persuade people to buy it. Read paragraphs 2-3 and answer the questions. 1. How have advertising and the mass media developed hand in hand? The history of advertising has always been closely linked with that of the mass media. As media channels have grown in number and type, so have advertisements. 2. What is the purpose of a mass media advertising campaign? A mass media advertising campaign is often launched by a company to promote its product or service. Read paragraphs 4-6 and answer the questions. 1. What is the power of memorable slogans? Memorable slogans can not only boost sales but also become part of popular culture. 2. What is a “brand ambassador”? A “brand ambassador” is usually a famous actor, a sports star, or even a fictional character that a company or its product is linked to. 3. What types of mass media use product placement? Typically, films with huge box-office success and TV shows with high ratings often use product placement. So do video games. Read paragraph 7 and answer the questions. 1. What is the difference between advertising in the past and in the future? In the past, advertising was to reach as many people as possible with the same message. In the future, advertising will be more focused on understanding individual customers and sending them advertisements that are tailored to their specific needs. 2. What is the relationship between paragraph 2 and paragraph 7? These two paragraphs echo each other in the idea that advertising always develops hand in hand with mass media. Write a summary of the magazine article. Use the following questions to help you. What is advertising? What is the relationship between advertising and the mass media? What are the functions of advertising？ How does advertising work? What is the future of advertising? A Advertising is the activity of promoting a product or service. It has always been closely linked with the mass media and the two have developed hand in hand. Advertising makes people aware of a product or service, creates a desire to buy and helps boost business. Advertising persuades people to buy their products or services with techniques like creating memorable slogans and using “brand ambassadors”. There are also less obvious advertisements, like those placed in films, TV shows or video games. In the future, advertisements will be even more tailored to the needs of individual customers. 1. Look at the first and the last sentences in paragraph 2, paragraph 3 and paragraph 6. What can you find? The first and the last sentences in each of the three paragraphs make up the main idea of the paragraph, echoing and explaining each other. Answer the following questions about the writing techniques of this article. 2. Why does the author ask readers questions in paragraph 4 and paragraph 5? The questions in the two paragraphs are all listed after asking readers to think of an example. Readers are left to think about and reach the ideas that the author puts forward earlier by themselves. The author gets his idea across to readers much more easily this way. 3. Do you find the examples of advertisements in the article helpful? What other examples can you think of? The examples of advertisements in the article are all helpful in understanding the author’s ideas. When it comes to more examples, I cannot help thinking of the slogan of a chocolate advertisement: “Milk fragrant, Silky feel”. It not only reminds us of its mellow silky-smooth taste, but also a peaceful and beautiful life. Discuss the author’s attitude towards advertising? The author takes an objective attitude towards advertising. He first states the relationship between advertising and the mass media. Then he introduces three techniques that advertising adopts to persuade people into buying. Finally, he analyses how advertising will develop in the future, including the positive effects of advertising tailored to individual customer’s needs. What is your favorite advertisement? What techniques does it use to promote the product or service? B My favourite advertisement is for a smartphone. It uses trendy music and creative camera angles to show off the smartphone’s features, while flashing the simple but catchy slogan: “Next Generation”. It presents images of happy energetic young people using the phone to take photos and make videos, with keywords flashing like “Ready! Action!”. This smartphone’s advertisement promises me a bright future and a life of happiness. It makes me feel a part of a confident generation that is full of vitality and will become high achievers in the future. What is your attitude towards advertising tailored to individual customer’s needs? Give reasons for your answer. C Option 1 I am for advertising tailored to individual customers’ needs. It prevents customers from being disturbed by advertisements they are not interested in and as a result helps them find the products or services they are looking for more easily. Customers will also feel more valued as these advertisements address them on a personal level. Option 2 I am against adverting tailored to individual customers’ needs. With personalized advertisements, people can see only a very narrow selection of products or services, without a chance to learn about other products or services. What’s more, if their needs change or they have to share their device with someone else, these personalized advertisements may not reflect the things they really want to buy. Read and appreciate the excerpt of news writing on Page 62. Lavf59.6.100 Codec by Bilibili XCode Worker v4.6.24(fixed_gap:False) Lavf56.40.101 Packed by Bilibili XCoder v2.0.2 $$