Unit 1 The Mass Media 主题类文拓展阅读（配套教参Word）-【步步高】2025-2026学年高二英语选择性必修第二册学习笔记（译林版·新教材）

本讲义聚焦广告业发展历程这一核心知识点，按时间顺序梳理从商业广告的基础目的，到经典广告的信息传递（如“Tokyo Electric Power”等名称型广告），再到现代广告的竞争策略（专家推荐、视觉设计、创意幽默）及公益广告的社会贡献，提供词汇解析、长难句分析和练习题作为学习支架。 该资料特色在于融合语言能力（词汇如“fundamental”“anticipate”及长难句结构解析）、思维品质（练习题需分析推断如现代广告脱颖而出的方法）和文化意识（公益广告增强社会责任感），通过具体案例辅助教学，课中帮助教师引导学生构建知识脉络，课后助力学生巩固语言知识、弥补理解盲点。

(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. 1．Which of the following belong to classic advertisements? A．Carrefour. B．Tokyo Electric Power. C．Beoing. D．Dell Computer. 答案　B 2．Why do modern advertisements consist of pictures or words from experts? A．To catch the eye 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 encourage citizens to participate in promotion. D．To make consumers forget someone is trying to sell them products. 答案　D 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 本文是一篇说明文，文章按照时间顺序介绍了广告业的发展历程。 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 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. [结构分析]　本句为主从复合句。句中两个that都引导宾语从句；第一个that从句中，it为形式主语，how引导主语从句；第二个that引导的宾语从句为主系表结构。 [汉语翻译]　他们意识到与产品关联的理念有多么吸引人并不重要——大多数人都明白，广告的主要目的就是让客户购买产品。 学科网（北京）股份有限公司 $