Unit1ThemassmediaExtendedreading課件高中英語譯林版選擇性

ExtendedreadingUNIT1ThemassmediaThetypesofmediaOutdoorMediaBannersBillboardsBrochuresThetypesofmediaPrintMediaNewspapersMagazinesBooksBrochuresBroadcastMediaTelevisionRadioMoviesDigitalMediaSocialnetworksorwebsitesOnlineforumsPodcastThewaysofadvertisingThepassageintroducesthedefinitionofadvertisement，itsrelationshipwiththemassmedia，functions，modesofoperationanditsfuture.ReadingReadingAnalysis[Para.6](9)________________Productionplacement[Para.5](8)________________Brandambassadors[Para.4](7)

_________________Slogans[Para.3](6)___________________________________Reasonsforadvertisingonmassmedia[Para.2]HistoryPart1[Para.1]IntroductionPart2[Para.(1)______](2)_________________________________________RelationshipbetweenadvertisingandmassmediaPart3[Para.(3)______](4)_________________________________________TechniquesusedbyadvertisersPart4[Para.(5)______]Futuredevelopment2–34–67Advertising:thepowerofpersuasionPara1What’sthedefinitionandpurposeofadvertising?Itreferstotheactivityofpromotingaproductorservice.Inotherwords,itreferstopersuade

peopletobuyaproductorservice.tohelpsellanewproduct,filmetcbyofferingitatareducedpriceorbyadvertisingit促銷；推銷tomakesbdosthbygivingthemgoodreasonsfordoingit勸說；說服Mainidea:the__________ofadvertisingintroductionPara2-3Mainidea:__________betweenadvertisingandthemassmediarelationship1.Thehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.2.develophandinhand3.Asmediahavegrowninnumberandtype,sohaveadvertisements.Findoutsomesentencesorphrasesinpara.2toshowtherelationship.Para2-3Whatisthepurposeofamassmediaadvertisingcampaign?Amassmediaadvertisingcampaignisoftenlaunchedbyacompanytopromoteitsproductorservice.Para4-6Mainidea:______________usedbyadvertiserstechniquesWhatarethetechniquesemployedbyadvertisers?1.amemorableslogansimplebutimpressivelanguageappealtoouremotionsPara4-6Whatarethetechniquesemployedbyadvertisers?2.brandambassadorIfyouwereaproductmanager,howwouldyouselecttheperfectbrandambassador?Para4-6Whatarethetechniquesemployedbyadvertisers?3.productplacementWherecantheadvertisementbeplaced?softsellingadvertisementfilmsTVshowsPara7Mainidea:the_________and________ofadvertisingchangewideaudienceunderstandindividualcustomersandsendthemadvertisementsthataretailoredtospecialneeds.futuremoredigitalmorepersonalizedchange:future:廣告將更注重對個體消費者的了解，并對他們發(fā)送針對其特定需求而特制的廣告。Expression:________________ 總之；簡言之(para1)________________ 指的是________________ 換句話說________________ 說服某人做某事________________ 與…...有關(guān)(para2)________________ 手拉手地；聯(lián)合________________ 被放置在(para3)________________ 在高峰時期________________ 大量的；很多________________ 除...之外（還有，也）inshortreferstoinotherwordspersuadesbtodo/intodoingbelinkedwithhandinhandbeplacedonatpeaktimesahugenumberofinadditionto________________ 意識到；覺察到________________ 渴望，想要做某事________________ 根據(jù)，以…為基礎(chǔ)(para4)________________ 呼吁；上訴；要求；對…有吸引力________________ 連接；與……聯(lián)系________________ 通過；使……被理解________________ 把……和……連接/聯(lián)系起來(para5)________________ 對……有影響；對……起作用(para6)________________ 傾向于，很有可能(para7)________________ 以……為目標beawareofadesiretodosthbebasedonappealtoconnect…with…getacrosslink…to…h(huán)aveaneffectonbelikelytobetargetedatRereadthepassageandfillintheblanks.

Advertising,anactivityof(1)__________aproductorserviceandtrying(2)__________youtobuyaproductorservice,hasbecomepartofourmodernlife.Asmediachannelshavegrowninnumberandtype,sohave(3)_____________.Whenacompanywantstopromoteaproductorservice,itoften(4)________amassmediaadvertisingcampaign.(5)______onthepsychologybehindcreatingadesiretobuy,advertisershavedevelopedwaysofpersuadingpeople(6)____purchasingtheirproductsorservices,includingcreatinga(7)__________slogan,linkingtheircompanyorproduct(8)__a“brandambassador”andusingproduct(9)_________infilmsandgames.Advertisinginthefuturewillbemorepersonalizedand(10)_______tospecificneeds.promotingtopersuadeadvertisementslaunchesBasedintomemorabletoplacementtailoredWhatisyourfavoriteadvertisement?Whattechniquesdoesitusetopromotetheproductorservice?BReading?Whatisadvertising??Whatistherelationshipbetweenadvertisingandthemassmedia??Whatarethefunctionsofadvertising??Howdoesadvertisingwork??Whatisthefutureofadvertising?Writeasummaryofthemagazinearticle.Usethefollowingquestionstohelpyou.AReadingWhatisyourfavouriteadvertisement?Whattechniquesdoesitusetopromotetheproductorservice?BWhatisyourattitudetowardsadvertisingtailoredtoindividualcustomers’needs?Givereasonsforyouranswer.CAdvertisingreferstotheactivityofpromotingaproductorservice.Thatistosay,ittriestopersuadeyoutobuyaproductorservice.Therelationshipbetweenadvertisingandmassmediaiscloselylinkedfromtheverybeginning.Nowasmediachannelshavegrowninnumberandtype,advertisementsalsohavegrowninnumberandtype.Whyacompanyoftenlaunchesamassmediaadvertisingcampaign?Becauseitisaperfectvehicleforadvertisers.Inthefuture,advertisingwillbeevenmoreaboutunderstandingindividualcustomersandsendingthemadvertisementsthataretailoredtospecificneeds.Notonlywillthismakethemfeelmorevaluedandenablethemtoseethingstheyaremostinterestin,butitwillalsohelpcompaniestargettheircustomersefficientlytohaveapositiveeffectonsales.Languagepoints1Inotherwords，ittriestopersuadepeopletobuyaproductorservice.換言之，它（廣告）試圖說服人們?nèi)ベ徺I一種產(chǎn)品或服務。persuadevt.

說服；使信服（→persuasionn.說服，

勸說；信仰persuasiveadj.有說服力的；題組練·領(lǐng)悟方法◆語塊積累persuadesb.todo/intodoingsth.說服某人做某事persuadesb.nottodo/outofdoingsth.說服某人不要做某事persuadesb./oneselfofsth.使某人確信……persuadesb.+that從句使某人相信……◆單句語法填空①Thefunctionofanadvertisementisthatitcanpersuadecustomers

（buy）thekindofgoods.②Whileshopping，peoplesometimescan’thelp

（persuade）intobuying.③Heisthesortofmanthatcouldbepersuaded

doingeverything.tobuybeingpersuadedinto2Asmediachannelshavegrowninnumberandtype，sohaveadvertisements.隨著媒體渠道在數(shù)量和類型上的增長，廣告也在增長。channel

n.途徑，渠道；電視臺；頻道；方法；水渠；

海峽◆語塊積累illegal/reliablechannel非法/可靠途徑theEnglishChannel英吉利海峽◆說明channel可用來比喻新聞、信息等傳遞的“渠道，途徑”，

此時通常用復數(shù)形式。Wemustgothroughtheformalchannels.我們應通過正式途徑來進行。so+助動詞/連系動詞be/情態(tài)動詞+主語（1）

該句式是部分倒裝結(jié)構(gòu)，表示前句所述之肯定情況也適用于另一主語，意為“……也是”。Jackhasfinishedhisreport.SohasJane.杰克完成了他的報告，簡也一樣。Tomwentfishingyesterday，andsodidJohn.湯姆昨天去釣魚了，約翰也去了。LilylikesdancingandsodoesKate.莉莉喜歡跳舞，凱特也喜歡。Hewasadoctor.SowasLucy.他以前是醫(yī)生，露西以前也是。Jimcandancewell.SocanKate.吉姆跳舞很好，凱特也是。（2）

若表示前句提到兩件或兩件以上的事也適合于另一人或物時，需要用句型：Soitiswithsb.或Itisthesamewithsb.，意為“……也是，……也一樣”?！猅omisacleverboyandworksveryhardathislessons.湯姆是一個聰明的男孩，學習非常努力?！猄oitiswithyou./Itisthesamewithyou.你也一樣。◆說明“so+主語+助動詞/連系動詞be/情態(tài)動詞”中主謂不倒裝，是說話者對前句所提到的情況或事實表示贊同，

意為“不錯，確實如此”。—Itiscoldtoday.今天天氣很冷。—Soitis.不錯，是很冷。—Thestudentsstudyhard.學生們學習很努力?！猄otheydo.確實如此?！魡尉湔Z法填空①Iwaswrongaboutthat，andso

you.②Sheboughtanovellastweek，andso

herbrother.③Ienjoyreadingthebook.So

mywife.④YoushouldmakeanapologytoLucy，andso

John.⑤Oneshouldspeakclearlyanditisthesame

writing.werediddoesshouldwith3IfanadvertisementisplacedonapopularwebsiteoronTVatpeaktimes...如果一則廣告被投放在一個熱門網(wǎng)站或黃金時段的電視上……peakadj.高峰時期的，最高度的n.頂峰，高峰；山峰；

尖端vi.達到高峰，達到最高值4...asuccessfuladvertisementwillalsocreateadesiretobuy，thusboostingbusiness.……一則成功的廣告也會激發(fā)購買欲，從而促進業(yè)務增長。boostvt.使增長，使興旺；提高；鼓勵；舉起n.增長，

提高；幫助，激勵5Basedonthepsychologybehindcreatingadesiretobuy，advertisershavedevelopedwaysofpersuadingpeopleintopurchasingtheirproductsorservices.基于激發(fā)購買欲望背后的心理特征，廣告商開發(fā)了多種說服人們購買其產(chǎn)品或服務的方式。psychology

n.心理，心理特征；心理學（→psychologistn.

心理學家psychologicaladj.

心理的；心理學的；精神上的psychologicallyadv.精神上地；心理上地）purchasevt.買，購買n.購買，采購；購買的東西，

購買項目（→purchasern.購買人；采購員；買主）6Acommontechniquetomakeanimpactistocreateamemorableslogan.產(chǎn)生影響的一個常見技巧是創(chuàng)造一個令人難忘的口號。memorable

adj.難忘的，值得紀念的（→memoryn.記憶力；回憶

memorizevt.記?。挥涗洠〩efoundedthecharityinmemoryofhislatewife.他創(chuàng)辦那項慈善事業(yè)以紀念他已故的妻子?！粽Z塊積累inmemoryof為了紀念……◆單句語法填空①Thepatientlostall

（memorize）ofrecentevents.②Anactormustbeableto

（memory）hislines.③Oneofmyearliest

（memory）isaboutplayinginthegarden.④Moviemusiccanbemade

（memory）becauseitsthemesarerepeatedthroughoutthefilm.memorymemorizememories

memorable7Slogansusesimplebutimpressivelanguagetomakeusremembertheproductorservicebeingadvertised.口號使用簡單但令人印象深刻的語言，讓我們記住所宣傳的產(chǎn)品或服務。advertisevt.&vi.做廣告，登廣告；公布，征聘；展現(xiàn)，宣傳［→advertising

n.廣告活動，廣告業(yè)

advertisementn.（=ad）廣告，啟事；廣告活動，廣告宣傳advertisern.登廣告者；廣告商］◆語塊積累advertisefor為征求……登廣告 advertiseforsb.todosth.登廣告請某人做某事advertiseonTV/inanewspaper在電視/報紙上登廣告 placeanadvertisementin在……上登廣告8YouwillhearavarietyofslogansanytimeyouwatchTV.任何時候你看電視都會聽到各種各樣的口號。名詞短語引導時間狀語從句以下名詞短語?？捎米鬟B詞引導時間狀語從句：（1）everytime，eachtime，anytime每次……Don’tstoptolookupawordeverytimeyoucomeacrossanewwordwhenyouarereading.閱讀時，不要一碰到生詞就停下來查閱。Eachtimehecametotown，hewoulddropinmyhomeandhaveachatwithme.他每次進城，總會到我家坐坐，跟我聊上幾句。Youarewelcometocometoandvisitourschoolanytimeyoulike.只要你愿意，隨時都歡迎你來參觀我們學校。（2）themoment，theminute，theinstant，thesecond一……

就……Themomenthespoke，werecognizedhisvoice.他一說話，我們就聽出了他的聲音。TheinstantIsawhim，Iknewthathewasangrywithme.我一見到他，就知道他在生我的氣。（3）theday，theweek，theyear，themorning，theafternoon，theevening，thenight，themonth，theseason，thespring，thesummer，theautumn，thewinterShecalledonusthedayshearrivedinShanghai.她到達上海的當天就來看望了我們。TheweekIwasinhospital，sheattendedmeatthebedsidedayandnight.我住院的一周里，她日日夜夜在我床頭照看我。（4）the+序數(shù)詞+time，（the）next/lasttimeHewaswritingabookthefirsttimeIsawhim.我第一次看見他時，他在寫一本書。◆完成句子①

（每次）heaccomplishedsome-thinginhiswork，hegaveabigpartyforthelittlecircleoffriendshehad.②Pleasedropin

（任何時候）youarepassingthisway.③Sheburstintotears

（

一……

就……）shegotthesadnews.Every/Eachtimeanytimethemoment/minute/instant/second9Whatmakesitspecial?Andwhatmessagedoesittrytogetacross?它有什么特別之處？它想要傳達什么信息？getacross被傳達，被理解，把……講清楚；通過，

渡過◆語塊積累getsth.acrossto把某事傳達給…… getalong（with）與……相處；（事情）進展getsb.down使某人悲傷/憂郁 getdowntosth.認真對待某事getround/around傳播，流傳 geton進行g(shù)etthrough完成 getaway逃離；擺脫getover從疾病中恢復過來；克服，解決◆單句語法填空①Didyourspeechgetacross

theaudience?②It’smuchsafertoget

theroadatthetrafficlights.③Let’sstart.There’salotofworktoget

.④Ithinkyouwillliketogetdown

worknow.⑤Hereisadifficultyforyoutoget

.⑥Hecan’tgetalongwell

histeammates，sohefeelslonely.toacrossthroughtooverwith10Themorewelikethebrandambassador，themorewewillbeattractedtobuytheproduct.我們越喜歡品牌大使，我們就越會被吸引去購買產(chǎn)品。the+比較級（+主謂），the+比較級（+主

謂）

越……，就越……該句式結(jié)構(gòu)中的兩個比較級形式，前者表示條件，后者表示結(jié)果。ThisisimportantbecausethemoreyouspeakEnglish，thebetteryourEnglishwillbecome.這是很重要的，因為你說英語越多，你的英語就會越好。Themorelearnedamanis，themoremodestheusuallybecomes.一個人越博學，他通常就越謙虛?！粽f明表示“越來越……”的其他結(jié)構(gòu)：（1）比較級+and+比較級（2）moreandmore+形容詞原級Withthecomingofthespring，itbecomeswarmerandwarmer.隨著春天的到來，天氣變得越來越暖和。Withtherapideconomicdevelopment，China’spositionontheinternationalstageisgettingmoreandmoreimportant.隨著經(jīng)濟的快速發(fā)展，中國在國際舞臺上的地位變得越來越重要?！魡尉湔Z法填空①

［2021·新高考全國I卷］Theamazingthingaboutthespringisthatthecolderthetemperaturegets，the

（hot）thespring!②The

（powerful）thecaris，themoredifficultitistohandle.③Themorecontrastsoflightandshadetheartistused，

moreabstracthispaintingslooked.hottermorepowerfulthe11...productplacementistypicallyusedinfilmswithhugebox-officesuccessandTVshowswithhighratings.……產(chǎn)品植入通常用于票房大獲成功的電影和收視率高的電視節(jié)目。placement

n.放置；安置；實習工作；安排［→place地方；地位；職位；獲獎的名次vt.將（某物）放置；安排；訂貨］◆語塊積累inplace在正確位置 takeone’splace就座 takeplace發(fā)生；舉行takesb.’splace替代某人 taketheplaceof代替 placeanorderfor訂購12Weabsorbthesemarketingmessageswithoutthinkingaboutthemtoomuch，yettheywillprobablyhaveaneffectonusthenexttimewegoshopping.我們沒有多加考慮就記住了這些促銷信息，而它們有可能會在我們下次購物時對我們產(chǎn)生影響。absorb

vt.理解，掌握；吸收；吸引全部注意力（→absorbedadj.全神貫注的；一心一意的

absorptionn.吸收；全神貫注，專心致志）◆語塊積累absorbenergy/heat/sunlight吸收能量/熱量/陽光 absorb/attractone’sattention吸引某人的注意力absorboneselfin=beabsorbedin全神貫注于，專心于 absorb...into...把……并入◆說明“全神貫注于/專心于”的表達法：beabsorbedin全神貫注于，專心于 belostin陷于；為……所吸引beburiedin埋頭于；專心于 beoccupiedin忙于bedevotedin專心于；致力于 focuson把注意力集中于……concentrateon把注意力集中于……◆單句語法填空①Bobwassoabsorbedin

（read）thathewentwithoutdinner.②Thesurroundingsmalltownshavebeenabsorbed

thecity.③Hewasso

（absorb）inthoughtthatheranagainstapasser-by.readingintoabsorbed13...