1、Extended reading UNIT 1 UNIT 1 The mass mediaThe mass mediaWhat is advertising?Advertising,the techniques and practices used to bring products,services,opinions,or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised.How many kinds of
2、 advertisements can you think of?Lead-inWhats your favourite advertisement?Why？Lead-inThe passage introduces the definition of advertisement，its relationship with the mass media，functions，modes of operation and its future.ReadingReadingRead the text and find the main idea of each paragraph.Para.1Par
3、a.2Para.3Paras.4-6Para.7Definition of advertisingThe relationship between advertising and the mass mediaThe functions of advertisingThe ways of advertising workThe future of advertising 课文篇章结构梳理与提示课文篇章结构梳理与提示Part 1（Para.1）：The definition of advertising.Part 2（Para.2）：The relationship between adverti
4、sing and the mass media.Part 3（Para.3）：The functions of advertising.Part 4（Paras.4-6）：How advertising works.Para.4：The technique of creating a slogan.Para.5：The technique of relating a“brand ambassador”.Para.6：Product placement.Part 5（Para.7）：The future of advertising.ReadingPara 1 Whats the definit
5、ion and purpose of advertising?It refers to the activity of promoting a product or service.In other words,it refers to persuade people to buy a product or service.to help sell a new product,film etc by offering it at a reduced price or by advertising it 促销；推销to make sb do sth by giving them good rea
6、sons for doing it 劝说；说服Main idea:the _ of advertisingintroduction Para 2-3 Main idea:_ between advertising and the mass mediarelationship 1.The history of advertising has always been closely linked with that of the mass media.2.develop hand in hand 3.As media have grown in number and type,so have ad
7、vertisements.Find out some sentences or phrases in para.2 to show the relationship.Para 4-6 Main idea:_ used by advertiserstechniques What are the techniques employed by advertisers?1.a memorable slogansimple butimpressive languageappeal to our emotionsPara 4-6 What are the techniques employed by ad
8、vertisers?2.brand ambassador If your were a product manager,how would you select the perfect brand ambassador?Para 4-6 What are the techniques employed by advertisers?3.product placement Where can the advertisement be placed?soft selling advertisementPara 7 Main idea:the _ and _ of advertisingchange
9、wide audienceunderstand individual customers and send them advertisements that are tailored to special needs.futuremore digitalmore personalizedchange:future:What is your favorite advertisement?What techniques does it use to promote the product or service?BReading What is advertising?What is the rel
10、ationship between advertising and the mass media?What are the functions of advertising?How does advertising work?What is the future of advertising?Write a summary of the magazine article.Use the following questions to help you.AReadingWhat is your favourite advertisement?What techniques does it use
11、to promote the product or service?BWhat is your attitude towards advertising tailored to individual customers needs?Give reasons for your answer.CAdvertising refers to the activity of promoting a product or service.That is to say,it tries to persuade you to buy a product or service.The relationship
12、between advertising and mass media is closely linked from the very beginning.Now as media channels have grown in number and type,advertisements also have grown in number and type.Why a company often launches a mass media advertising campaign?Because it is a perfect vehicle for advertisers.In the fut
13、ure,advertising will be even more about understanding individual customers and sending them advertisements that are tailored to specific needs.Not only will this make them feel more valued and enable them to see things they are most interest in,but it will also help companies target their customers
14、efficiently to have a positive effect on sales.Language points1 In other words，it tries to persuade people to buy a product or service.换言之，它（广告）试图说服人们去购买一种产品或服务。persuade vt.说服；使信服（persuasion n.说服，劝说；信仰persuasive adj.有说服力的；题组练领悟方法语块积累语块积累persuade sb.to do/into doing sth.说服某人做某事 persuade sb.not to do/
15、out of doing sth.说服某人不要做某事persuade sb./oneself of sth.使某人确信 persuade sb.+that 从句使某人相信 单句语法填空单句语法填空 The function of an advertisement is that it can persuade customers （buy）the kind of goods.While shopping，people sometimes cant help （persuade）into buying.He is the sort of man that could be persuaded d
16、oing everything.to buybeing persuadedinto2 As media channels have grown in number and type，so have advertisements.随着媒体渠道在数量和类型上的增长，广告也在增长。channel n.途径，渠道；电视台；频道；方法；水渠；海峡语块积累语块积累illegal/reliable channel 非法/可靠途径 the English Channel 英吉利海峡说明说明channel 可用来比喻新闻、信息等传递的“渠道，途径”，此时通常用复数形式。We must go through th
17、e formal channels.我们应通过正式途径来进行。so+助动词助动词/连系动词连系动词be/情态动词情态动词+主语主语（1）该句式是部分倒装结构，表示前句所述之肯定情况也适用于另一主语，意为“也是”。Jack has finished his report.So has Jane.杰克完成了他的报告，简也一样。Tom went fishing yesterday，and so did John.汤姆昨天去钓鱼了，约翰也去了。Lily likes dancing and so does Kate.莉莉喜欢跳舞，凯特也喜欢。He was a doctor.So was Lucy.他以前
18、是医生，露西以前也是。Jim can dance well.So can Kate.吉姆跳舞很好，凯特也是。（2）若表示前句提到两件或两件以上的事也适合于另一人或物时，需要用句型：So it is with sb.或It is the same with sb.，意为“也是，也一样”。Tom is a clever boy and works very hard at his lessons.汤姆是一个聪明的男孩，学习非常努力。So it is with you./It is the same with you.你也一样。说明说明“so+主语+助动词/连系动词be/情态动词”中主谓不倒装，是说
19、话者对前句所提到的情况或事实表示赞同，意为“不错，确实如此”。It is cold today.今天天气很冷。So it is.不错，是很冷。The students study hard.学生们学习很努力。So they do.确实如此。单句语法填空单句语法填空 I was wrong about that，and so you.She bought a novel last week，and so her brother.I enjoy reading the book.So my wife.You should make an apology to Lucy，and so John.On
20、e should speak clearly and it is the same writing.werediddoesshouldwith3 If an advertisement is placed on a popular website or on TV at peak times.如果一则广告被投放在一个热门网站或黄金时段的电视上 peak adj.高峰时期的，最高度的n.顶峰，高峰；山峰；尖端vi.达到高峰，达到最高值4.a successful advertisement will also create a desire to buy，thus boosting busine
21、ss.一则成功的广告也会激发购买欲，从而促进业务增长。boost vt.使增长，使兴旺；提高；鼓励；举起n.增长，提高；帮助，激励5 Based on the psychology behind creating a desire to buy，advertisers have developed ways of persuading people into purchasing their products or services.基于激发购买欲望背后的心理特征，广告商开发了多种说服人们购买其产品或服务的方式。psychology n.心理，心理特征；心理学（psychologist n.心
22、理学家psychological adj.心理的；心理学的；精神上的psychologically adv.精神上地；心理上地）purchase vt.买，购买n.购买，采购；购买的东西，购买项目（purchaser n.购买人；采购员；买主）6 A common technique to make an impact is to create a memorable slogan.产生影响的一个常见技巧是创造一个令人难忘的口号。memorable adj.难忘的，值得纪念的（memory n.记忆力；回忆 memorize vt.记住；记录）He founded the charity in
23、 memory of his late wife.他创办那项慈善事业以纪念他已故的妻子。语块积累语块积累in memory of 为了纪念 单句语法填空单句语法填空 The patient lost all （memorize）of recent events.An actor must be able to （memory）his lines.One of my earliest （memory）is about playing in the garden.Movie music can be made （memory）because its themes are repeated thro
24、ughout the film.memorymemorizememoriesmemorable7 Slogans use simple but impressive language to make us remember the product or service being advertised.口号使用简单但令人印象深刻的语言，让我们记住所宣传的产品或服务。advertise vt.&vi.做广告，登广告；公布，征聘；展现，宣传 advertising n.广告活动，广告业 advertisement n.（=ad）广告，启事；广告活动，广告宣传advertiser n.登广告者；广告
25、商 语块积累语块积累advertise for 为征求登广告advertise for sb.to do sth.登广告请某人做某事advertise on TV/in a newspaper 在电视/报纸上登广告place an advertisement in 在上登广告8 You will hear a variety of slogans any time you watch TV.任何时候你看电视都会听到各种各样的口号。名词短语引导时间状语从句名词短语引导时间状语从句以下名词短语常可用作连词引导时间状语从句：（1）every time，each time，any time 每次 Do
26、nt stop to look up a word every time you come across a new word when you are reading.阅读时，不要一碰到生词就停下来查阅。Each time he came to town，he would drop in my home and have a chat with me.他每次进城，总会到我家坐坐，跟我聊上几句。You are welcome to come to and visit our school any time you like.只要你愿意，随时都欢迎你来参观我们学校。（2）the moment，t
27、he minute，the instant，the second 一 就 The moment he spoke，we recognized his voice.他一说话，我们就听出了他的声音。The instant I saw him，I knew that he was angry with me.我一见到他，就知道他在生我的气。（3）the day，the week，the year，the morning，the afternoon，the evening，the night，the month，the season，the spring，the summer，the autumn，t
28、he winter She called on us the day she arrived in Shanghai.她到达上海的当天就来看望了我们。The week I was in hospital，she attended me at the bedside day and night.我住院的一周里，她日日夜夜在我床头照看我。（4）the+序数词+time，（the）next/last time He was writing a book the first time I saw him.我第一次看见他时，他在写一本书。完成句子完成句子 （每次）he accomplished some
29、-thing in his work，he gave a big party for the little circle of friends he had.Please drop in （任何时候）you are passing this way.She burst into tears （一 就）she got the sad news.Every/Each timeany timethe moment/minute/instant/second9 What makes it special?And what message does it try to get across?它有什么特别
30、之处？它想要传达什么信息？get across 被传达，被理解，把讲清楚；通过，渡过语块积累语块积累get sth.across to 把某事传达给 get along（with）与相处；（事情）进展get sb.down 使某人悲伤/忧郁get down to sth.认真对待某事get round/around 传播，流传get on 进行get through 完成get away 逃离；摆脱get over 从疾病中恢复过来；克服，解决单句语法填空单句语法填空 Did your speech get across the audience?Its much safer to get t
31、he road at the traffic lights.Lets start.Theres a lot of work to get .I think you will like to get down work now.Here is a difficulty for you to get .He cant get along well his teammates，so he feels lonely.toacrossthroughtooverwith10 The more we like the brand ambassador，the more we will be attracte
32、d to buy the product.我们越喜欢品牌大使，我们就越会被吸引去购买产品。the+比较级（比较级（+主谓），主谓），the+比较级（比较级（+主主 谓）谓）越越，就越，就越 该句式结构中的两个比较级形式，前者表示条件，后者表示结果。This is important because the more you speak English，the better your English will become.这是很重要的，因为你说英语越多，你的英语就会越好。The more learned a man is，the more modest he usually becomes.一
33、个人越博学，他通常就越谦虚。说明说明表示“越来越”的其他结构：（1）比较级+and+比较级（2）more and more+形容词原级With the coming of the spring，it becomes warmer and warmer.随着春天的到来，天气变得越来越暖和。With the rapid economic development，Chinas position on the international stage is getting more and more important.随着经济的快速发展，中国在国际舞台上的地位变得越来越重要。单句语法填空单句语法填空
34、2021 新高考全国I 卷The amazing thing about the spring is that the colder the temperature gets，the （hot）the spring!The （powerful）the car is，the more difficult it is to handle.The more contrasts of light and shade the artist used，more abstract his paintings looked.hotter more powerfulthe11.product placement
35、 is typically used in films with huge box-office success and TV shows with high ratings.产品植入通常用于票房大获成功的电影和收视率高的电视节目。placement n.放置；安置；实习工作；安排 place 地方；地位；职位；获奖的名次vt.将（某物）放置；安排；订货 语块积累语块积累in place 在正确位置 take ones place 就座 take place 发生；举行take sb.s place 替代某人take the place of 代替place an order for 订购12
36、 We 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.我们没有多加考虑就记住了这些促销信息，而它们有可能会在我们下次购物时对我们产生影响。absorb vt.理解，掌握；吸收；吸引全部注意力（absorbed adj.全神贯注的；一心一意的 absorption n.吸收；全神贯注，专心致志）语块积累语块积累absorb energy/heat/sunligh
37、t 吸收能量/热量/阳光absorb/attract ones attention 吸引某人的注意力absorb oneself in=be absorbed in 全神贯注于，专心于absorb.into.把并入说明说明“全神贯注于/专心于”的表达法：be absorbed in 全神贯注于，专心于be lost in 陷于；为所吸引be buried in 埋头于；专心于be occupied in 忙于be devoted in 专心于；致力于focus on 把注意力集中于 concentrate on 把注意力集中于 单句语法填空单句语法填空 Bob was so absorbed
38、in （read）that he went without dinner.The surrounding small towns have been absorbed the city.He was so （absorb）in thought that he ran against a passer-by.readingintoabsorbed13.sending them advertisements that are tailored to specific needs.根据他们的特定需求向他们发送量身定制的广告。tailor vt.专门制作，定做；调整使适应n.裁缝（tailored a
39、dj.特制的；合身的）语块积累语块积累tailor sth.for sb.为改变/调整tailor sth.to sth.根据改变/调整tailor-made adj.特制的，专门设置的，非常合适的14 Not only will this make them feel more valued.but it will also help companies target their customers more efficiently.这不仅会让他们感到更有价值而且也会帮助公司更有效地锁定客户 not only+部分倒装部分倒装not only.but also.连接两个分句，且 not on
40、ly 位于句首时，其所在分句要用部分倒装，but also 分句不倒装。15 Students of a Nanjing senior high school brought joy to the elderly and brightened up their day by volunteering at a local nursing home last weekend.上周末，南京一所高中的学生在当地一家养老院做志愿者，给老人们带来了欢乐，也点亮了他们的一天。brighten up（使）增添乐趣；使更艳丽；（使）快活起来；放晴说明说明可在名词或形容词的前面或后面加上词缀-en/en-构成动
41、词：bright adj.+-en brighten v.明亮；变亮；活跃strength n.+-en strengthen v.加强；巩固 weak adj.+-en weaken v.减弱；使虚弱en-+courage n.encourage v.鼓励，激励 en-+rich adj.enrich v.使充实；使富足.16 The nursing home，located on a housing estate，has more than150 senior citizens，some of whom are over 90 years old.这家养老院位于住宅区，有150 多位老年人
42、，其中有些人年龄超过了90 岁。estate n.住宅区；（通常指农村的）大片私有土地，庄园；个人财产，（尤指）遗产语块积累语块积累housing/trading/industrial estate 住宅/贸易/工业区real estate 不动产，房地产estate in land 地产，不动产17 After lunch the residents and the young volunteers amused themselves with art activities which included Chinese painting and calligraphy.午餐后，老人们和年轻的志愿者们进行了包括中国书画在内的艺术活动以自娱。amuse vt.（提供）消遣；逗笑（amusing adj.有乐趣的；引人发笑的amused adj.愉快的；顽皮的；逗乐的；觉得好笑的 amusement n.乐趣，娱乐；消遣活动）THE END
