Unit 1 The mass media 同题异文 群文阅读（Word教参）-【步步高】2024-2025学年高二英语选择性必修第二册学习笔记（译林版）

A (选自北师大版选择性必修第二册Unit 6) The advertising industry started with the fundamental purpose of promoting and selling goods to people who might need them.Advertising agencies would create a basic type of advertisement known as a commercial advertisement.Such advertisements have gone through a process of change over the years along with social，economic and technological developments. Classic advertisements used to give information about finding certain products.It was likely to be the name of a company，part of which might include the name of the place from which the product originated.For example，it could be “Shanghai Sewing Machines”，or “Tsing Tao Beer Corporation”．From the name you would know what the company sells，where they are located，and the name of the product. Advertising agencies used to create this kind of advertising and it could be very effective.But then they realised that it might not be suitable for a marketplace where products and services are in direct competition with each other.Particularly now，in modern times，advertisements need to attract and hold the attention of the public.For this reason，it’s now normal to see advertisements that consist of pictures or words from experts to show people how good the product is.Others try to create advertisements that people simply enjoy looking at.As present-day advertisers often have large budgets，huge amounts of money are spent on applying modern design techniques to make these advertisements as visually attractive as possible.However，even this is often not enough to be noticed in a modern city. Because of the boost in advertising，people are used to seeing a high standard of visual design.Modern advertisements need something else to separate them from their competitors.To stand out in a world of competitive advertising，they must combine the highest standard of design with creative ways to make people believe that they “must have the product”．For example，some advertisements may suggest that buying a car can make you free.That is，they use the concept of freedom to sell the car.Other common ideas include happiness，wealth and success.In fact，in the world of advertisements，such content is as old as advertising itself. For many of today’s advertisers，repeating old ideas is not a successful approach.Ideas that would work in the past genuinely are not as effective now.They realise that it does not matter how attractive the idea linked with the product is—most people know and anticipate that the main purpose of the advertisement is to make customers buy the product.Instead，these advertisers look for other ways to make people notice their products.The top advertisers of today believe that using humour as well as new and unusual ideas to surprise people is important.Their aim is to create something that has never been seen before and that people find interesting.By doing this，they hope to make people forget that someone is trying to sell them something! However，not all advertising is about selling products and services for a profit.Some advertisements nowadays aim to make a contribution to society and welfare.For example，there are public advertisements，which encourage citizens to participate in improving their neighbourhood，protecting the environment，and helping other people.Over the last decade，the government has sponsored advertisements to educate the public on fighting AIDS，saving water，helping the poor，giving up smoking，etc.These advertisements have helped to increase public knowledge about topics that used to be ignored by most people，and this has made our society a better place for everyone. 词汇积累 1．fundamental adj.根本的，基本的 2．commercial adj.商业的，商务的 3．standard n．标准，水平 4．genuinely adv.的确；真诚地 5．anticipate vt.预料，预见 1．What kind of advertisement does “Shanghai Sewing Machines” belong to? A．Classic advertisements. B．Public advertisements. C．Modern advertisements. D．Improved advertisements. 答案　A 2．Why do modern advertisements consist of pictures or words from experts? A．To attract the attention of the public. B．To compete with each other. C．To be visually attractive. D．To educate people. 答案　A 3．How should advertisers do to stand out in modern times? A．By destroying the advertisements of others. B．By using a high standard of visual design. C．By forcing consumers without hesitation. D．By putting forward some creative ways. 答案　D 4．What is the best way to sell a product now? A．To make a contribution to society and welfare. B．To increase public knowledge about hot topics. C．To make consumers forget they’re to sell products. D．To encourage citizens to participate in promotion. 答案　C 5．What is the main idea of the text? A．The definition of advertisements. B．Different types of advertisements. C．The development of advertisements. D．Different attitudes towards advertisements. 答案　C B (节选自外刊阅读) Advertising slumps(猛跌) the worst since 2008 crisis，says ITV. ITV has warned it is in the midst of the worst advertising decline since the 2008 financial crisis.The broadcaster，which is behind hit shows including Love Island and I’m A Celebrity...Get Me Out Of Here！，said earnings had more than halved in the first six months of the year，as it came up against a “very tough” advertising market and invested in its ITVX online streaming service. “This is the worst advertising decline since the global financial crisis，”said Dame Carolyn McCall，ITV’s chief executive.Compared with the same period a year earlier，earnings fell 52%，to ￡152m，and total advertising earnings fell 11%，to ￡811m. However，McCall said that while advertisers were cautious against the current backdrop of high inflation(通货膨胀) and high interest rates，ITV had not had any difficulty in attracting sponsors for its programmes.“We’re already talking to advertisers about the Christmas campaign and I think that shows there is no change in the way they view what they’re going to do over Christmas.All conversations about advertising are positive and quite constructive—they haven’t got their head in their hands.They’re being cautious because the outlook has been cautious...We’ve had no problems sponsoring any of our shows...every single one of the shows in the autumn has got a sponsor，” she said. Julian Bellamy，the managing director of ITV’s production arm，ITV Studios，said the strikes by actors and writers in the US could begin to affect the production of ITV shows.The broadcaster’s US-scripted shows include Franklin，starring the British actor Eddie Marsan，Good Witch with James Denton，and Snowpiercer with Jennifer Connelly. Julian Bellamy said：“Just to be clear，we are talking about our US-scripted business，not the rest of the UK studio distribution. Saying that，if the strike goes into the autumn，it will potentially start impacting when we start production.“In that context，it is one of the great strengths of the studio.We’re very diversified in terms of genre and geography，so we are in a good position to manage it.” Strike action in the US by members of Sag-Aftra—the Screen Actors Guild and American Federation of Television and Radio Artists—has caused an industry-wide shutdown.Despite weaker earnings in the first half，ITV said it was looking for an improved performance in the final six months of 2023 owing to a number of large sporting events such as the Women’s Football World Cup and the Rugby World Cup，which kicks off in the autumn. ITV Studios saw an 8% rise in revenue，while online advertising increased by 24%. McCall said：“The continued momentum behind ITV’s strategic transformation delivered strong growth in Studios and digital revenues in the first half of the year，largely offsetting the expected weakness in the UK advertising market，with total revenue declining just 1% in the first half，even in a very tough advertising market.” 词汇积累 1．invest v．投资 2．streaming n．流播，流媒体 3．outlook n．前景 4．offset v．抵消；弥补 6．What can be inferred from the figures mentioned in paragraph 3? A．The global financial crisis arose. B．The advertising market is promising. C．ITV’s advertising went through depression. D．The earnings of advertising increased. 答案　C 7．Why were advertisers cautious about the backdrop of high inflation and high interest rates? A．Christmas played a role. B．ITV could attract sponsors for its programs. C．Each show in the autumn has got a sponsor. D．They were not certain about the future of advertising. 答案　D 8．What’s Julian Bellamy’s attitude towards their US-scripted business? A．Uncaring. B．Positive. C．Negative. D．Doubtful. 答案　B 9．What does the underlined phrase “kicks off” in paragraph 7 probably mean? A．Grows. B．Starts. C．Appears. D．Returns. 答案　B 学科网（北京）股份有限公司 $