Unit 3 Paying the price PartA reading 课件-2024-2025学年高中英语沪教版（2020）选择性必修第一册

Part A The influencers unit3 Paying the price 授课老师:Jojo 1 1. Which of these might influence you to buy a product? Pre-reading activity a TV advertisement a celebrity a special offer Which of these might influence you to buy a product? Pre-reading activity a friend's recommendation a favourable online review genuine needs Pre-reading activity stealth marketing a method of advertising your products without letting people realize you are trying to make them buy something 2 .Have you ever heard of stealth marketing?Study the dictionary entry and try to give an example. 1. A special offer might influence me to buy a product because it would only be sold at that price for a short time. 2. Product placement in films or TV series is a form of stealth marketing. 隐形营销 Imagine this: you are in a cafe when you hear a young man talking about a new computer game. He’s explaining its amazing features to a girl, who then asks where she can buy it. Nothing unusual, you might say, until after 15 minutes, they move to another cafe and have an identical conversation. On your way home, a “tourist” in the street asks you to take a photo with their camera. You do and, afterwards, they tell you how they bought the camera recently and how it’s on special offer. Welcome to the world of stealth marketing. You may say you haven’t met a stealth market yet, but that’s the point. Contrary to what you might expect, this practice is quite common. The influencers Stealth or “word of mouth” marketing isn’t like normal advertising. We can recognize advertisements or billboards or in fashion magazines, but it’s difficult to spot stealth marketing — it just tricks us. Studies have shown that people are more likely to trust a person on the street, who they think is giving free advice, rather than an advertisement. In fact, in a recent survery of young adults, only 5% believed advertisements, compared with 52% who trusted their friends. More than $500 billion a year is spent on advertising worldwide, but compared with conventional advertising campaigns, stealth marketing is cheap and effective. So how does it work? Well, let’s look at company X. Company X wants to launch a new product for 20-25-year-olds. They need their product to look “cool” and interesting, so they decide to pay young peopele to talk abou it. These young marketers are carefully selected — company X researches social media and targets the most popular people or “trendsetters”. These people sign contracts where they agree to promote the company’s product, for instance by talking favourably about its products on social media. Twenty-year-old Tanya Fulham is one of them. Tanya Fulham is beautiful, sporty and clever. She’s interested in fashion, loves shopping, and listens to the latest pop music. She has more than 15,000 followers on social media and she often influences their choices and opinions. She’s been hired by an undercover marketing agency to promote brands in blogs and on social media. “Products which are fashionable or have a strong brand image are easy to sell,” explains Tanya. “I can usually get people to buy everything from make-up to luxury goods, like designer jeans.” Other young marketers upload videos of themselves, which describe recent shopping trips and display their latest purchases. They show people how a product works or what it looks like up close. “It’s great to get free samples of cool, new products that my friends haven’t heard about, adds Tanya. “It makes me feel important because I have insider knowledge.” But do her friends know that she is paid to promote them? “No, they don’t,” she admits. “But I don’t think it’s dishonest. If I find something I like, I talk about it. It doesn’t make any difference whether I’m paid or not.” Perhaps Tanya is right. Anyhow, lots of people tell others about the new book they’re reading, a new place they’ve discovered or a cool gadget they’ve just bought. We’ve also a 24/7 generation and see more than 3,000 ads a day, so what difference does it make? However, other people are worried. “You think a person is being helpful,” says a psychologist, “but that’s very different from someone telling us something because they are getting paid for it. You don’t know who to trust or who to listen to anymore. “Sometimes it’s hard to tell the difference between free advice and paid advertisements. We have already met the stealth marketers and they are just like us. Comprehension work Read the passage and answer the questions. 1. What examples of stealth marketing are given in the first paragraph? (1)A young man is explaining to a girl the amazing features of a new computer game in a caf . Fifteen minutes later, they move to another caf and have an identical conversation. A “tourist” in the street asks people to take a photo with his camera and afterwards tells people about how he bought the camera and that it’s on special offer. 2. How is stealth marketing different from normal advertising? (2) Normal advertising can be recognized on billboards or in fashion magazines, while stealth marketing can hardly be spotted. Normal advertising is expensive but less effective, while stealth marketing is cheap and effective. (3)The most popular people or“trendsetters" are usually hired as stealth marketers because they have a lot of followers on social media and can easily influence other people's choices and opinions. 3. What kind of people are usually hired as stealth marketers?Why? 4. How does stealth marketing work?List what companies and marketers do respectively. (4)Companies research social media, target the most popular people or“trendsetters”and sign contracts with them to talk about their products favourably.The companies ive marketers free samples of cool, new products and pay them to talk about their products. Marketers promote brands in blogs and on social media.They upload videos of themselves, which describe recent shopping trips and display their latest purchases. They show people how a product works or what it looks like up close. 5. What is Tanya Fulham’s attitude to stealth marketing?Why does she think so? (5)She thinks it is great to get free samples of coolnew products that her friends havent heard about and to have insider knowledge.And she doesn’t think stealth marketing is dishonest because whether she is paid or not,she will talk about what she likes 6. What does the psychologist think of stealth marketing? (6)The psychologist thinks that stealth marketing is a kind of cheating and that people may not know who to trust or who to listen to anymore. 2 Read the summary below and fill in each blank with a suitable word based on the language of he passage.You may change the form if necessary. The passage discuss the issues of stealth marketing,including its definition,the way it _,as well as different attitudes towards it.Unlike normal advertising,which can be recognized on billboards or in fashion magazines,stealth marketing can be hard to_ . That is,we are usually unaware that we are being targeted—it_ us. Compared with _ marketing campaigns, stealth marketing is cheaper and more effective. Before _their new products, companies target the most popular people on social media and _ them as stealth marketers. Because these marketers have a lot of flowers, they can easily_ other people’s choices and opinions. works spot tricks conventional launching hire/select influence People are divided in their opinions on stealth marketing. Marketers like Tanya are happy to get free _ of new products and insider knowledge. She doesn’t think stealth marketing is _ . However, other people are worried because it is hard to draw a borderline between free advice and marketing,and the are in the dark as to who to _or listen to. samples dishonest trust Focus on language Read the passage again. Study the collocations about advertising in bold in the passage and match them to definitions 1-8. (1) products that are unnecessary and very expensive (2) cheaper than usual (3) a planned series of advertisements (e.g. in magazines or online) (4) weekly or monthly fashion publications Focus on language (5) more information about something that other people may not know (6) a company that comes up with ideas for advertisements (7) examples of a product given to customers for free (8) the image or story associated with the name of a brand Focus on language Complete the sentences with the correct form of the phrases below. There is one phrase you don't need. • on the contrary • be identical to • on the spot • make any difference • sign a contract • make a purchase • conventional wisdom • launch a campaign • on display (1) Plenty of research has been devoted to figuring out whether class size_to learners' academic performance. (2) Before_always be sure to read through it carefully. Otherwise, you may make a big mistake. (3) It is important to keep the receipt when you_. (4) We do not live to think_we think in order to live well. (5) To succeed, sometimes you have to go against _ because it could be wrong in your case. (6) There are many new products _at the trade show, and this is a sign of the rapid progress we have made. (7) The two girls_many people thought they were twins. (8) Last month, the local authorities _ to improve air quality. THANK YOU $$