Unit 1 The mass media Extended Reading 课件-2024-2025学年译林版(2020)高中英语选择性必修第二册

牛津译林版高中英语选择性必修一课件 Unit 1 The mass media Extended reading Page 11-12 Advertising: the power of persuasion 制作者：桂东一中　李宇平 ◆ 内容分析 【What】本板块的语篇是一篇杂志文章，从多个角度阐释了广告的影响力，即说服受众购买某个产品或某种服务的力量。文章从广告的定义、历史、作用、形式、未来发展趋势等方面进行介绍，清晰地说明了广告与大众传媒、商业活动、科技进步以及日常生活的紧密联系，揭示了广告文化的特色。 【Why】本板块的语篇旨在通过介绍广告如何说服受众，引导我们正确认识广告的内涵，理解广告的作用，感受无处不在且丰富多样的广告文化对人们产生的影响，并启发我们思考广告的发展给社会生活带来的种种变化。 【How】本文的语篇类型为说明文，主旨明确，结构清晰。文章紧扣标题中的关键词 persuasion，说明了广告最核心的目的。文章首先通过广告与大众传媒的紧密关系，说明了广告如何通过大众传媒发挥影响力；其次介绍了广告设计依据顾客购买欲心理所采用的几种技巧；最后展望广告未来的发展方向。在写作手法上，作者利用举例、对比和向读者提问等方式引导读者联系实际生活，使得说明更加通俗易懂。 ◆ 教学目标 By the end of this section, we will be able to: 1. understand why and how advertising persuades people into purchasing a product or service; 2. analyse the writing techniques of the article; 3. find out the techniques used in your favourite advertisements; 4. explain your attitudes towards advertising tailored to individual customers’ needs. tailored  /ˈteɪləd/ 订做的；合身的;特制的；专门的 Read the magazine article about advertising. Advertising: the power of persuasion In just one day, a person can see hundreds of 1._________ (market) messages. Advertising has become part of modern life. 2.____ what is advertising exactly? In short, 3.___ refers to the activity of promoting a product 4.___ service. In other words, it tries to persuade people to buy a product or service. persuasion:/pəˈsweɪʒn/ marketing /ˈmɑːkɪtɪŋ/ n.  in short n.说服；劝说 persuade/persuasive 促销；营销；销售活动 总之；简言之 marketing But it or The history of advertising has always been 1._______ (close) linked with 2.____ of the mass media. △3. ______ the ancient simple advertisements 4._______(paint) on outdoor signs to the colourful, interactive 5._____(one) in smartphone apps, advertising and the mass media have developed hand 6.___ hand. As media channels have grown in number and type, 7.___ have advertisements. be closely linked/connected/associated with interactive /ˌɪntərˈæktɪv/ closely that From painted ones in so 交互式的；人机对话的； 互动的;合作的；相互影响的；互相配合的 interact/interaction 1.________ the mass media 2._______(reach) so many people, it is a perfect vehicle for advertisers. 3.___ an 4._____________(advertise) is placed on a popular website or on TV at peak times, a huge number of people will know about the product or service it 5.____________(advertise). reach vehicle (for sth) ad·ver·tiser  /ˈædvətaɪzə(r)/ peak time: prime time Because reaches If advertisement is advertising 被…看到（或听到）;引起…的注意 （赖以表达思想、感情或达到目的的）手段，工具 广告商；广告人员；广告公司；登广告者 （广播、电视的）黄金时间 △ In addition to 1._______(make) people aware of a product or service, a 2._________(succeed) advertisement will also create a desire 3.______(buy), thus 4.________ (boost) business.△That is 5._____ when a company wants to promote a product or service, it often 6._________ (launch) a mass media advertising campaign. aware of sth. create /kriːˈeɪt/ business making successful boosting to buy why launches 知道；意识到；明白, know about 造成，引起，产生（感觉或印象） 营业额；贸易额；营业状况 1.______(base) on the psychology behind 2.________ (create) a desire to buy, 3.__________(advertise) have developed ways 4.___ persuading people 5.____ purchasing their products or services. 6.___ common technique to make an impact is to create a 7.___________(memory) slogan. △Slogans use simple 8.____ impressive language 8.________(make) us remember the product or service 9._______________ (advertise). 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。 Based creating advertisers of into A memorable but to make being advertised Some of these slogans may also appeal 1.___ our emotions. △For example,a slogan may connect 2.__ fine china teapot it aims 3._____________(promote) with our pride 4.___ having good taste. You will hear a variety of slogans any time you watch TV. Think about your favourite 5.____. 有些广告语或许还能引起我们的情感共鸣。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。 appeal to sth.启发；劝说；打动 fine精巧的；精美的 connect sb/sth (with sb/sth)注意到…有关联；把…联系起来 taste品味;鉴赏力；欣赏力;爱好；志趣 to a to promote in one What makes it special? And what message does it try to get 1._______? △A slogan 2.______ communicates an idea 3.__________(effective) can boost sales and even become part of popular culture. That is the power of 4.__________ (memory) slogans. 5._______ technique advertisers often employ is to link their company or product 6.___ a “brand ambassador”—a famous actor, a sports star, or even a fictional character. fic·tion·al /ˈfɪkʃənl/ across which effectively memorable Another to 虚构的；小说（中）的, n. fic·tion Think of a popular fast-food restaurant. Does it have a brand ambassador? Is the brand ambassador popular 1._______ potential customers? 2.____ more we like the brand ambassador, the more we will 3.___________(attract) to buy the product. Of course, some advertisements are not so obvious: product placement is 4.________(typical) used in films with huge box-office success and TV shows with high ratings. product placement (电影或电视节目中的) 植入式广告 box-office售票处；票房 among The be attracted typically 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。 Some films are now sponsored by 1._______(lead) brands, so that only 2._____(they) products appear in the films, like the watches 3._____(wear) by the title character in the James Bond films. Other types of mass media use product placement too, 4._________(include) video games. △5.___ is not 6.___________(common) for sports video game series to feature different in-game equipment with real brand names. title character/role剧中角色 video game电子游戏 in-game（电子）游戏内的 leading their worn including It uncommon 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。 We absorb these marketing messages 1._______ thinking about 2.______(they) too much, yet they will 3._________ (probable) have an effect 4.___ us 5.____ next time we go shopping. 6.___ the past, advertising was all 7.______ reaching as many people as possible with the same message. Now, advertising 8.___________(become) more digital and more 9.____________(personal). without them probably on the In about is becoming personalized about目的是；为了；涉及…方面 Movies are all about making money these days.当今电影就是只顾赚钱。 △ Not only will this make them 1.____(feel) more 2._______(value) and enable them to see 3.______ they are most interested in, 4.____ it will also help companies target their customers 5.______________(efficient) to have a positive effect 6.___ sales. tar·get  /ˈtɑːɡɪt/ feel valued what but more efficiently on 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。 面向，把…对准（某群体）; 以 (某特定人群) 为目标; 针对 A. Write a summary of the magazine article. Use the following questions to help you. Page 12 •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? 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. Advertisers persuade 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. B. What is your favourite advertisement? What techniques does it use to promote the product or service? 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”. trendy  /ˈtrendi/ 时髦的；赶时髦的 show sb/sth off使显得漂亮；使夺目；衬托;炫耀；卖弄；显示 flash  /flæʃ/(使）闪现，映出 ;（快速地）出示，显示; catchy/ˈkætʃɪ/引人注意的; 容易记住的 It presents images of happy energetic young people using the phone to take photos and make videos, with keywords flashing like “Ready! Action!” This 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. pres·ent /prɪˈzent/（以某种方式）展现，显示，表现 promise向 (某人) 承诺 (给予他们某物); 向 (某人) 保证 (他们获得某物) vi·tal·ity  /vaɪˈtæləti/ 生命力；活力；热情 achiever /əˈtʃiːvə(r)/ （尤指事业）成功者;(用于形容词之后 ) 取得…成绩的人 a low achiever成绩平庸的人 C. What is your attitude towards advertising tailored to individual customers’ needs? Give reasons for your answer. 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 target them on a personal level. Option 2: I am against advertising tailored to individual customers’ needs. With personalized advertisements, people can see only a very narrow selection of products or services, with little 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. $$