1、UNIT 1 The mass mediaExtended reading&ProjectExtended reading How many kinds of 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
2、.ReadingReading 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 advertising 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
3、 of relating a“brand ambassador”.Para.6：Product placement.Part 5（Para.7）：The future of advertising.ReadingReading What is advertising?What is the relationship between advertising and the mass media?What are the functions of advertising?How does advertising work?What is the future of advertising?Writ
4、e a summary of the magazine article.Use the following questions to help you.AReadingAdvertising refers to the activity of promoting a product or service.The history of advertising has always been closely linked with that of the mass media，which reaches so many people and is a perfect vehicle for adv
5、ertisers.Advertising makes people aware of a product or service.A successful advertisement will also create a desire to buy，thus boosting business.A common technique to make an impact in advertising is to create a memorable slogan.Another technique advertisers often employ is to link their company o
6、r product to a“brand ambassador”.Whats more，product placement is typically used in films with huge box-office success and TV shows with high ratings.Now，advertising is becoming more digital and more personalized.In the future，advertising will be even more about understanding individual customers and
7、 sending them advertisements that are tailored to specific needs.ReadingWhat is your favourite advertisement?What techniques does it use to promote the product or service?BWhat is your attitude towards advertising tailored to individual customers needs?Give reasons for your answer.CReading1.Read the
8、 text again and try to retell it.2.E-mail your friends about your favourite advertisement.3.Finish the workbook.HomeworkProjectReporting on a recent eventPreparationAs a class,discuss what areas of news you are interested in.You can use the ideas below or think of other ideas.Then in groups,choose o
9、ne area of news and pick an event in thisarea to report on.PreparationAs a group,research your chosen event.You can interview someone or turn to different kinds of media for related information.As a group,write your news report.Use the example below to help you.Then present your news report to the r
10、est of the class.ActionAction1.Polish the news report.2.Finish the workbook.HomeworkLanguage 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；（1）She persuaded several of her friends.她
11、说服了她的几个朋友。It is easy to persuade oneself.说服自己很容易。（2）I was at last able to persuade him to take this job.最后我总算说服了他接受这份工作。She was persuaded to marry John.她被说服嫁给约翰。（3）He persuaded her into going to the dinner party.他说服了她去参加晚宴。She was persuaded into doing it against her will.她违背了自己的意愿，最后同意做这件事了。We persu
12、aded him out of lending his money to that untrustworthy man.我们说服了他不要把钱借给那个不可靠的人。（4）They couldnt persuade him of their sincerity.他们无法使他相信他们的诚意。That man was almost persuaded of her honesty.那个人几乎相信她是诚实的。题组练领悟方法（5）He decided to leave only after much persuasion.经过多方劝说，他才决定离开。He raised a persuasive argume
13、nt.他提出了一个有说服力的论据。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/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 说明说明如果表示“说而不服”或“劝而不服”可用try to persuade sb.to do sth.或 advise sb.to do sth.。I have advised my father again and again to stop sm
14、oking but I cant persuade him to.我一再劝我父亲戒烟，但我没能说服他。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 doing everything.to buybeing persuad
15、edinto2 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It is important to maintain clear channels of communication.保持清晰的消息渠道很重要。This channel comes on the air at 7 am.这个频道早上7 点钟开始播放。She was seeking a channel for her creati
16、ve energies.她正在为她创造性的能量寻找方法。The ship went through the English Channel fast.那条船很快地通过了英吉利海峡。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 the 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，
17、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
18、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 stud
19、ents 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.One should speak clearly and it is the same writing.werediddoesshouldwith3 If an
20、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（1）Athletes have to train continuously to stay in peak condition.运动员必须不断训练才能保持巅峰状态。（2）Traffic reaches a peak between 8 and 9 in the morning.早晨八点到九点是交通的高峰期。Hes at
21、 the peak of his career.他正处于事业的巅峰。Many mountaineers have reached that mountain peak.许多登山者都登上过那座大山的顶峰。Membership was already near its peak.会员人数已经接近顶峰。（3）Property prices have peaked.房地产价格已达到最高点。Sales tend to peak just before the holidays.节日前销售量趋于最高。语块积累语块积累snowy peaks 白雪皑皑的山峰mountain/flood peak 山/洪峰at
22、 the peak 处在最高峰the peak of.的最高峰；的最高额词语辨析：词语辨析：peak 与与top peak 指山峰的全部或上部。top 普通用词，可指包括人或物或其他任何的最高点或顶点。单句语法填空单句语法填空 Tourism is its peak in August.Gold is at its highest level since it last （peak）in 1980.The mountain （peak）are covered with snow all year round.atpeakedpeaks4.a successful advertisement w
23、ill also create a desire to buy，thus boosting business.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（1）The publication of this book boosts my confidence.这本书的出版增强了我的信心。These changes will help to boost share prices.这些变化将有助于提高股票价格。We need a holiday to boost our spirits.我们需要休假以激发士气。If y
24、ou boost me up，I can just reach the window.假如你推我一把，我正好可以够到窗户。（2）This has given share prices a big boost.这已使股票价格大大提高。This will be a great boost to the economy.这对于经济将是一个巨大的帮助。Getting the job gave him a terrific boost.得到那份工作使他大受鼓舞。语块积累语块积累boost the price 提高价格 boost the spirit 激励士气boost up 增强（某人）的力量；向上推
25、give a boost 推一把great/big boost 巨大的促进We are not trying to boost the price.We are only trying to stabilize it.我们不是试图提高价格。我们只是想让它稳定下来。The boy had to be boosted up onto the large horse.得把那个男孩举起来骑到那匹大马上。写出句中写出句中boost 的词性及词义的词性及词义 Another strategy has been taken to boost rural incomes.This new technique
26、will boost food production.Boost me up and Ill get the apple.It did give me a boost to win such a big event.动词，增加动词，提高动词，举起名词，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
27、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）（1）A good teacher understands the psychology of the students.一名好的老师了解学生的心理。Many people failed in the psychology test.很多人在心理测试环节被淘汰。She is the dean of the psychology departme
28、nt.她是心理学系的主任。She had an undergraduate degree in psychology.她有心理学学士学位。（2）The psychologist always assigns work to each researcher.这位心理学家总是将工作分派给每个研究员。There could be some psychological explanation for his bad health.他的健康状况不佳可能有某种心理上的原因。It was very important psychologically for us to succeed.取得成功，在心理上对我
29、们非常重要。语块积累语块积累educational psychology 教育心理学applied psychology 应用心理学criminal psychology 犯罪心理学单句语法填空单句语法填空 Freud was a brilliant （psychology）.She was physically delicate and （psychological）unstable.At the university he made （psychology）research.psychologistpsychologicallypsychologicalpurchase vt.买，购买n.
30、购买，采购；购买的东西，购买项目（purchaser n.购买人；采购员；买主）（1）She purchased a number of shares in the company.她在公司里买了一些股票。Tickets must be purchased two weeks in advance.票必须提前两周买。（2）The receipt is your proof of purchase.发票是你购物的凭据。The house is the most expensive purchase I have ever made.房子是我买过的最贵的东西。The company has fou
31、nd a purchaser for its warehouse.公司已经找到了愿意购买其仓库的买主。语块积累语块积累purchase.for sb.为某人买 purchase sth.for+money 买某物花多少钱purchase.from 从购买某物the purchase of 对的购买make two purchases 购买了两样东西词语辨析：词语辨析：purchase 与与buy purchase 正式用词，指大宗购货或购买重要东西。无感情色彩，强调物品的购得。buy 普通日常用词，既可指日常随意购物也可指大的购买。单句语法填空单句语法填空（4）This was the hou
32、se he had purchased his wife.（5）The shares of the firm will be owned by many （purchase）.（6）The equipment can be purchased local suppliers.（7）With the Spring Festival approaching，train tickets must （purchase）two weeks in advance.forpurchasersfrombe purchased 6 A common technique to make an impact is
33、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）（1）This is indeed the most memorable day of my life.这的确是我一生中最难忘的日子。This was a memorable occasion in my life.这是我一生中值得纪念的时刻。（2）He founded the charity in memory of his late wife.他创办那项慈善事业以纪念他已
34、故的妻子。His memory is very exact；he never makes mistakes.他的记性非常好，从不出错。His best music was inspired by the memory of his mother.他最好的乐曲创作灵感来自对他的母亲的怀念。（3）The boy can memorize the data easily.这男孩能轻松地记住这些数据。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 b
35、e 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 throughout the film.memorymemorizememoriesmemorable7 Slogans use simple but impressive language to make us remember the product or service being adver
36、tised.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；广告商（1）You can advertise on the Internet.你可以在网上登广告。We are going to advertise our products in the local newspaper.我们准备在地方报纸上为我们的产品做广告。They advertised
37、for a young girl to look after the children.他们登广告想招聘一位年轻姑娘来照顾孩子们。They put up posters advertising the meeting.他们贴出了海报，为此次会议做宣传。Their departure has been officially advertised.他们的出发事宜已正式公布了。I didnt want to advertise the fact that he hadnt driven me to the airport.我不想宣扬他没有开车送我去机场的事。（2）The advertising ca
38、mpaign didnt have much effect on sales.这场广告宣传活动对销售并没有起到多大作用。He found a job in advertising.他找到一份广告业的工作。（3）She cut the advertisement out of the newspaper.她从报纸上将广告剪下。If you want to sell your old car，why not put an advertisement in the newspaper?如果你想卖掉你的旧汽车，为什么不在报纸上登个广告呢？（4）From an advertisers point of
39、view，television is a wonderful medium.从广告商的角度来看，电视是一种极好的媒介。一言助记一言助记The advertisers put some advertisements in the local news-paper to advertise their products.广告商们在当地报纸上刊登了一些广告来宣传他们的产品。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 a
40、dvertisement in 在上登广告单句语法填空单句语法填空 Mother has been advertising a cleaner for weeks without success.She scanned the （advertise）pages of the newspapers.Weve advertised for someone （look）after the garden.Television （advertise）is strictly monitored.foradvertisementto lookadvertising8 You will hear a vari
41、ety 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 Dont 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 ha
42、ve 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，the 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
43、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，the 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
44、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-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 t
45、he 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（1）The meaning of the play can certainly get across.这出戏的意思是肯定能表现明白的。Your meaning didnt really get across.你的意思并未真正为别人理解
46、。I spoke slowly but I couldnt get my meaning across.我说得很慢，但我的意思仍不被人理解。Officers felt their point of view was not getting across to the generals.军官们觉得将军们还没有理解他们的观点。（2）The bridge was blown down，so we couldnt get across.桥被炸毁了，所以我们无法过去。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
47、 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 the road at the traffic lights.Lets start.Theres a lot of work to get .I think you will like to get down work no
48、w.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 attracted 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
49、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。Special discount before the 22nd，so the sooner the better!22 日前特价，所以越早越好！The more you practice，the better you can understand.你练习得越多，理解得就越透彻。The more learned a man is，the mor
50、e modest he usually becomes.一个人越博学，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
