1、Unit 1Reading 1The evolution of video and sound devices高中英语高中英语 选择性必修（第二册）必修（第二册）Unit 1 The mass mediaExtended readingAdvertising: the power of persuasionAdvertisements can easily be seen on TV, before, during and after a program. And there are endless advertisement boards along the streets. They ca
2、n also appear in newspapers, magazines, or even on the cover of students exercise books. Perhaps most advertisements are presented on the Internet.Lead-in1. Where do advertisements usually appear?I often buy biscuits if a famous person I know is printed on the package, though I actually dont like bi
3、scuits. I feel as if I had become a part of the fashion.I dont easily believe in advertisements. I prefer things for their designs, especially their shapes and colours. Though I know not all advertisements provide fake information, I dont feel like following them. I think we should care for the qual
4、ity of the product itself.Lead-in2. Have you ever purchased a product or service after watching the advertisement promoting it? Why?ReadingPara.6 (9) _Production placementPara.5 (8) _Brand ambassadorsPara.4 (7) _Slogans Para.3 (6) _ Reasons for advertising on mass mediaPara.2 History Part 1 Para.1 I
5、ntroduction Part 2 Para. (1) _ (2) _Relationship betweenadvertising and mass mediaPart 3 Para. (3) _ (4) _Techniques usedby advertisersPart 4 Para. (5) _ Future development23 46 7Advertising:the power of persuasion1. Read the text and complete the following.Reading2. According to Paragraph 1, what i
6、s the purpose of advertising?Advertising is actually meant to promote a product or service, trying to persuade people to buy it.Reading3. Read Paragraphs 23, and answer the following questions.(1) How have advertising and the mass media developed hand in hand?The history of advertising has always be
7、en closely connected with that of the mass media. As media channels have grown in number and type, so have advertisements.(2) What is the purpose of a mass media advertising campaign?A mass media advertising campaign is often launched by a company to make its product or service known to people, crea
8、ting in people a desire to buy.Reading4. Read Paragraphs 46, and answer the following questions.(1) What is the power of memorable slogans?Memorable slogans can not only boost sales but also even become part of popular culture.(2) What is a “brand ambassador”?A “brand ambassador” is a famous actor o
9、r actress, a sports star, or even a fictional character that a company or its product is linked to.(3) What types of mass media use product placement?Typically, films and TV shows with high ratings tend to use product placement. So do video games.Reading5. Read Paragraph 7, and answer the following
10、questions.(1) What is the difference between advertising in the past and in the future?In the past, advertising was to reach as many people as possible with the same message, while in the future, it will be even more about understanding individual customers and sending them advertisements that are t
11、ailored to their specific needs.Reading(2) What is the relationship between Paragraph 2 and Paragraph 7?These two paragraphs echo each other in the idea that advertising develops hand in hand with mass media all along the history.Reading6. Answer the questions in Part A on Page 12.What is advertisin
12、g? Advertising is actually the activity of promoting a product or service.What is the relationship between advertising and the mass media? The development of advertising has always been closely linked to mass media since the very beginning.What are the functions of advertising? Advertising is meant
13、to provide product or service information for the audiences so as to create in them a desire to buy, and boost the business.ReadingHow does advertising work? Special techniques are employed in designing advertisements, based on the psychology of consumers, such as simple and impressive slogans, bran
14、d ambassadors, or unconscious product placement in entertainment or other environment, and so on.What is the future of advertising? Advertising will continue to live on, as it will keep on developing by even more understanding individual customers and sending them advertisements specially tailored t
15、o their specific needs.Reading7. Write a summary of the magazine article.Advertising is the activity of promoting a product or service. It has always been closely linked with the mass media and the two have developed hand in hand. Advertising makes people aware of a product or service, creates a des
16、ire to buy products or services and helps boost business. Advertising persuades people to buy their products or services with techniques like creating memorable slogans and using “brand ambassadors”. There are also less obvious advertisements, like those placed in films or video games. In the future
17、, advertisements will be even more tailored to the needs of individual customers.A1. Look at the first and the last sentences in Paragraph 2, Paragraph 3 and Paragraph 6. What can you find?AppreciationThe first and the last sentences in each of the three paragraphs make up the main idea of the parag
18、raph, echoing and explaining each other.2. Answer the questions in Paragraph 4 and Paragraph 5. Why does the author ask questions to readers?AppreciationThe questions in the two paragraphs are all listed after asking readers to think of an example. The readers are likely to be left in thinking, reac
19、hing ideas themselves that the writer puts forward earlier. This way, the writer gets his idea across to readers much more easily.3. Do you find the examples of advertisements in the article helpful? What other examples can you think of?AppreciationThe examples of advertisements in the article are a
20、ll helpful in understanding the writers ideas. When it comes to more examples, I cannot help thinking of the slogan of a Dove chocolate advertisement, Milk fragrant, Silky feel. It not only reminds us of its mellow silky smooth taste, but also the peaceful beautiful life. Then the slogan of Nestle c
21、offee advertisement, The taste is great. The simplest words suggest that the taste is so great that its difficult to find proper words to express the feeling except the very common ones.4. Whats the authors attitude towards advertising?AppreciationThe writer takes an objective attitude towards adver
22、tising. He first states the relationship between advertising and the mass media. Then he introduces three techniques that advertising adopts to persuade people into buying. Finally, he analyzes how advertising will develop in the future.1. What is your favourite advertisement? What techniques does i
23、t use to promote the product or service?My favourite advertisement is for a smartphone. It uses trendy music and creative camera angles to show off the smartphones features, while flashing the simple but catchy slogan: “Next Generation”. It presents images of happy energetic young people using the p
24、hone to take photos and make videos, with keywords flashing like “Ready! Action!”. This smartphones advertisement promises me a bright future and a life of happiness. It makes me feel a part of a confident generation that is full of vitality and will become high achievers in the future. BAppreciatio
25、n2. What is your attitude towards advertising tailored to individual customers needs? Give reasons for your answer.I am for advertising tailored to individual customers needs. It prevents customers from being disturbed by advertisements they are not interested in and as a result helps them find the
26、products or services they are looking for more easily. Customers will also feel more valued as these advertisements address them on a personal level. CAppreciationI am against adverting tailored to individual customers needs. With personalized advertisements, people can see only a very narrow select
27、ion of products or services, without a chance to learn about other products or services. Whats more, if their needs change or they have to share their device with someone else, these personalized advertisements may not reflect the things they really want to buy. AppreciationRead and appreciate the excerpt of news writing on Page 62. Homework
