1、Unit 1 Integrated skills &Extended reading 改编语法填空 The rise of online news mediaThe past decades _(witness) the rapid development of online news media. In the mid-1990s,due to the _(popular) of personal computers and _(increase) Internet access, some newspapers began to publish their own digital edit
2、ions on the Internet. People can read the same content online _ is printed in the newspapers every day. By the end of 1999, more than 1, 000 newspapers in China _(set) up their own online news platforms. At almost the same time, news websites with no print editions _(spring) up. They made _hit immed
3、iately because of a wider range of stories and almost instant updates of news events. Interaction was also _(encourage) as readers could post their own comments.Then we entered the smartphone era. Nowadays there are hundreds of thousands of news apps and official news media _(account) on social medi
4、a, with a total _(member) of over 600 million in China. Smartphone owners are finding it _(easy) to read news on their mobile devices. They can check the latest news any time at any place.During the past years, technology _(transform) the way people get news.From print media to broadcast media to on
5、line media, reading news has become a more personal and comprehensive experience than ever before. The variety and _(access) of online news means that the rapid rise of online news media is _(likely) to stopAdvertising: the power of _(persuade)In just one day, a person can see hundreds of marketing
6、messages. Advertising has become part of our modern life. But what is advertising exactly? _ short, it refers to the activity of promoting a product or service. In _ words, it tries to persuade you _(buy) a product or service.The history of advertising has always been closely linked with_ of the mas
7、s media From the simple black and white advertisements in the very first newspapers to the _(color), interactive ads in smartphone apps, the mass media and advertising have developed hand _ hand. As media channels have grown in number and type, _ have advertisements._ the mass media reaches so many
8、people, it is a perfect vehicle for advertisers. If an advertisement is placed on a popular website or on TV _ peak times, millions of people will know about the product or service it is advertising. In addition _ making people aware of a product or service, a successful advertisement will also crea
9、te a desire to buy, thus _(boost) business. That is _when a company wants to promote a product or service, it often launches a mass media advertising campaign._(base) on the psychology behind creating a desire to buy, advertisers have developed ways of persuading people into _(purchase) their produc
10、ts or services. A common technique to make an impact is to create a _(memory) slogan. Slogans use simple but _(impress) language to make us remember the product or service _(advertise). Some of these slogans may also appeal _ our emotions. For example, a slogan may connect a fine china teapot _ aims
11、 to promote _ our pride in having good taste. You will hear a _(vary) of slogans any time you turn on the TV.Think about your favourite one. What makes it special? What message does it try to get _?A slogan _ communicates an idea effectively can boost sales and even become part of popular culture.Th
12、at is the power of memorable slogans._ technique advertisers often employ is to link their company or product _ a brand ambassador-a famous actor, a sports star, or even a fictional character.Think of a popular fast-food restaurant. Does it have a brand ambassador? Brand ambassadors should enjoy _(p
13、opular) among potential customers. The more we like the brand ambassador, the more we will be attracted to buy the product.Of course, some advertisements are not so obvious. For example, product placement is _(typical) used in films and TV shows _ high ratings. Some films are now sponsored by leadin
14、g brands, so that only their products appear in the films, like the watches _(wear) by the title character in James Bond films. Other types of mass media use product placement too, _(include) video games. It is not _(common) for sports video game series to feature different in-game _(equip) with rea
15、l brand names. We absorb these marketing messages _ thinking about them too much, yet they probably have an effect on us the next time we go shopping.In the past, advertising was all about _(reach) as many people as possible with the same message.Now,advertising is becoming more digital and more _(p
16、erson).Already we may see online ads for products we have previously searched for on the Internet, and we are very likely to receive special _(discount) and promotions _(target) specifically at us. In the future, advertising will be even more about understanding individual customers and sending them advertisements _ are _(tailor) to specific needs. Not only will this make them feel more valued and enable them to see things they are most interested in, _ it will also help companies target their customers _(efficient) to have a positive effect on sales.
