Unit 1 The mass media Extended reading ppt课件-（2020）新牛津译林版高中英语高二上学期选择性必修第二册.pptx

1、In just one day, a person can see hundreds of marketing messages. Advertising has become part of modern life.But what is advertising exactly?短短一天之内，一个人就能见到数百条促销信息。广告已然成为现代生活的一部分。但是，广告究竟是什么？salesbecome-became-become In short, it refers to the activity of promoting a product or service. 简单地说，广告指的是推销一种

2、产品或服务的活动refer toYou may refer to your notes if you want.指的是；涉及；查阅In brief=In a word=All in all介词后面+动词ingI promised not to refer to the matter again. In other words, it tries to persuade people to buy a product or service.Persuade换言之，广告试图说服人们购买一种产品或服务。说服某人说服某人(不）做某事不）做某事persuade sb.(not) to do sth. p

3、ersuade sb. into/out of doing sth.adj: persuasive n: persuasionConvinceCan you think of ways to persuade him _ give up the plan?I persuade him into_ (study) hard so that he can realize his dreams and live better life.你应该劝说你的父亲不要喝酒，因为这对健康不利。In order to cut down the emission of carbon dioxide，the citi

4、zens _ (persuade) to cycle to work.were persuadedThe history of advertising has always been closely linked with that of the mass media. 广告的历史一直以来都与大众媒体的历史息息相关。Head injuries may_ (link) with violent behavior in young people,a study finds.From the ancient simple advertisements (painted on outdoor sign

5、s) to the colorful, interactive ones in smartphone apps, advertising and the mass media have developed hand in hand. 从古代画在户外招牌上的简单的广告到智能手机应用程序里丰富多彩的交互式广告，广告一直与大众媒体携手发展。v: interact n: interaction(1) advertise vi.&vt.(2) advertising n. 广告活动，广告业广告活动，广告业 As media channels have grown in number and type,

6、so have advertisements.随着媒体渠道数量的增加和类型的丰富，广告也在不断发展。She is fond of English,so am I My husband is critical about other appearance,so am IHe made accurate/precise plan,so did Igrow-grew-grownBecause the mass media reaches so many people, it is a perfect vehicle for advertisers. 大众传媒的受众十分广泛，正因如此，广告商视其为广告

7、宣传的完美工具。If an advertisement 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 is advertising.）被放置在如果一则广告投放在一个热门网站或在电视黄金时段播出，许多人都会知晓它所宣传的产品或服务。Peak adj/n/vpeak seasonmountain peakat the peak of 历史最高值top/summitHe is past his peak

8、as a journalist.The traffic reaches a peak between 5 and 6 pm.In addition to making people aware of a product or service, a successful advertisement will also create a desire to buy, thus boosting business.一则成功的广告除了让人们知晓一种产品或服务外，还会激发购买欲，从而增加销售量。广告的历史一直以来都与大众媒体的历史息息相关。desire v/ndesire to do sthdesire

9、 for sth每个人都渴望成功介词后面+动词ingexceptawarenessEveryone has a desire for success.increase/raise/riseboost v/nboost confidencea boost for sth 给某物带来推力That is why when a company wants to promote a product or service, it often launches a mass media advertising campaign.这就是为什么当一家公司想要推销产品或服务时，往往会在大众传媒上发起一场广告活动。

10、n: promotion 近：boost鸿星尔克李宁耐克阿迪达斯安踏To be Number 1Just do itKeep movingEverything is possibleImpossible is nothingAlways be yourself彪马Based on the psychology （behind creating a desire to buy）, advertisers have developed ways of persuading people into purchasing their products or services基于激发购买欲背后的心理特征

11、，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。The new supermarket announced that the first_ (purchase) goods will get a reward.be based on以.为基础A common technique to make an impact is to create a memorable slogan. Slogans use simple but impressive language to make us remember the product or service being advertised. 一种

12、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。n: memory 难忘的经历/体验adj :memorableadv:memorablyFor example, a slogan may connect a fine china teapot (it aims to promote) with our pride in having good taste.Some of these slogans may also appeal to our emotions.有些广告语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

13、推销的一款精美的瓷器茶壶让我们联想到拥有高雅的品味所带来的自豪感。煽情/诉诸于情感呼吁/上诉/对 .有吸引力I appeal to all like-minded people to support me.It is a movie that will appeal to the young.adj：appealingYou will hear a variety of slogans any time you watch TV.Think about your favourite one. What makes it special?And what message does it try

14、to get across?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。它有什么特别之处？它试图传达什么样的信息?v: vary adj: various使.被理解get across the river get away (from) get along/on withget down to (doing)sth. get overA slogan (which communicates an idea effectively) can boost sales and even become part of popular culture.That is the p

15、ower of memorable slogans.一则有效传达一种理念的广告语可以增加销售量，甚至成为流行文化的一部分。这就是令人难忘的广告语所拥有的力量。Another technique (advertisers often employ) is to link their company or product to a “brand ambassador”-a famous actor, a sports star, or even a fictional character.广告商常用的另一种手段是将其公司或产品与一位“品牌大使”联系起来，例如一位著名演员、体育明星，甚至是一个虚构人

16、物。省略连词Think of a popular fast-food restaurant.Does it have a brand ambassador? Is the brand ambassador popular among potential customers?想想一家很受欢迎的快餐店。它有品牌大使吗？这位品牌大使是否受到潜在消费者的喜爱？The more we like the brand ambassador, the more we will be attracted to buy the product.我们越喜欢这位品牌大使，就越会受其吸引而去购买相关产品。Of cour

17、se, some advertisements are not so obvious: product placement is typically used in【 films (with huge box-office success) and TV shows (with high ratings.)】当然，有些广告并不那么明显:在超高票房的电影或高收视率的电视节目中，植入式广告是很典型的。adj:obviouslySome films are now sponsored by leading brands, so that only their products appear in t

18、he films, like the watches worn by the title character in the James Bond films. 如今一些电影由知名品牌赞助，因而只有该品牌的产品会出现在电影中，比如“007”系列电影的主人公詹姆斯邦德佩戴的手表。wear-wore-wornOther types of mass media use product placement too, including video games. It is not uncommon for sports video game series to feature different in-

19、game equipment with real brand names.It 其他类型的大众传媒也会采用植入式广告，包括电子游戏。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.rare/unusualWe absorb these marketing messages without thinking about them too much, yet they will probably have an effect on us the next time we go shopping.我们没有多加思考就吸收了这些促销信息，而这些信息有可能在我们下次购物时对我们产生

20、影响v 吸收/理解/使全神贯注 be absorbed in(1)absorb.from.从中吸收absorb oneself in专心于；全神贯注于(2)absorbed adj. 全神贯注的学生在全神贯注得调查真相。In the past, advertising was all about reaching as many people as possible with the same message.在过去，广告只是要向尽可能多的人传播同样的信息。Now, advertising is becoming more digital and more personalized. A而现在

21、，广告则变得更加数字化与个性化。(1)person-personal-personality(2）v : personalize 使个性化Already we may see online advertisements for products or services we have previously searched for on the Internet, and we are very likely to receive special discounts and promotions （targeted specifically at us.）我们或许已经见过针对自己之前在网上搜索

22、过的产品或服务的在线广告，而且很可能会收到专门为我们定制的特殊折扣和促销活动。省略连词be targeted at 以为目标它是专门针对男孩的。at a discountIn the future, advertising will be even more about understanding individual customers and sending them advertisements（ that are tailored to specific needs.)在未来，广告将更注重对个体消费者的了解，并向他们发送针对其特定需求而特制的广告。为.专门制作SpecificallyNot only will this make them feel more valued and enable them to see what they are most interested in, but it will also help companies their customers to have a positive effect on sales.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V 锁定