1、Extended ReadingAdvertising:the power of persuasionUnit 1 The mass mediaLead-inWhat does it tell us?Advertising MethodsHave you ever purchased a product or service after seeing the advertisement promoting it?Why or why not?Discussion请在课文中找出导学案请在课文中找出导学案P117的重点短语的重点短语(早自习）早自习）Text Interpretation Skim
2、ming the main idea Main idea of each paragraph点击点击添加标题添加标题点击点击添加标题添加标题点击此处添加章节的描述内容，字数不超过20字。点击点击添加标题添加标题DefinitionRelationshipFunctionsThe technique of creating a sloganThe technique of relating a“brand ambassador”Product placementThe future of advertisingSkimming the structure(导学案导学案Task1 P119)Par
3、a.6(9)_Para.5(8)_Para.4(7)_Para.3(6)_Para.2 Part 1 Para.1 Part 2 Para.(1)_(2)_Part 3 Para.(3)_(4)_Part 4 Para.(5)_ Advertising:the power of persuasionThe passage introduces the definition of advertisement，its relationship with the mass media，techniques used to persuade people and its future.Summary
4、the contentScanning the details&locating relevant informationWhat the authors attitude towards advertisement?A.positiveB.negativeC.objectiveD.subjectiveAdvertising:the power of persuasioncomprehensive reading Advertising:the power of persuasioncomprehensive reading Critical thinkingWhat advantages a
5、nd disadvantages the advertising brings to us?Advertising Advantages DisadvantagesWhat is your own attitude towards it?课文语法填空课文语法填空 Advertising refers to the activity of promoting a product or service.Its history has always been closely linked with that of the mass media.Because the mass media 1.(re
6、ach)so many people,it is a perfect vehicle for advertisers.That is 2.when a company wants to promote a product or service,it often launches a mass media advertising campaign.reacheswhyText Review：完成导学案完成导学案P120Task2 第二题第二题 Advertisers have developed ways of 3.(persuade)people into purchasing their p
7、roducts or services.A common technique to make 4.impact is to create a memorable slogan.Another technique advertisers often employ is 5.(link)their company or product to a“brand ambassador”a famous 6.(act),a sports star,or even a fictional character.Product placement is typically used in films with
8、huge box-office success and TV shows with high ratings.In the past,advertising was all about reaching 7.many people as possible with the same message.Now,advertising is b e c o m i n g m o r e d i g i t a l a n d m o r e 8.(personal)In the future,advertising will be even more about understanding ind
9、ividual 9.(customer)and sending them advertisements that 10.(tailor)to specific needs.persuadinganto linkactor aspersonalizedcustomersare tailoredHomework:课时课时2In just one day,a person can see hundreds of marketing messages.Advertising has become part of modern life.But what is advertising exactly?短
10、短一天之内，一个人就能见到数百条促销信息。salessales广告已然成为现代生活的一部分。但是，广告究竟是什么？become-became-becomebecome-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产品或服务的活动In brief=In a word=All in allIn brief=In a word=All in allrefer to指的是；涉及；查阅指的是；涉及；查阅You may refer to your notes
11、 if you want.I promised not to refer to the matter again.介词后面介词后面+动词动词ingingIn other words,it tries to persuade people to buy a product or service.换言之，广告试图说服人们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；说服某人(不）做某事persuade sb.(not)to do sth.persuade sb.into/out of doing st
12、h.ConvinceConvincepolitical/religious persuasion 政治/宗教的信仰after a little gentle persuasion 好言相劝后take a great deal of persuasion to do sth.费劲口舌做某事persuade sb.persuade sb.to do sth.to do sth.说服、劝服某人做某事说服、劝服某人做某事into doing sth.into doing sth.说服某人做某事说服某人做某事 of sth.of sth.使某人相使某人相信某事信某事persuasionpersuasio
13、npersuade persuade vt.说服；使信服1.Can you think of ways to persuade him _ give up the plan?2.I persuade him into_(study)hard so that he can realize his dreams and live better life.3.In order to cut down the emission of carbon dioxide，the citizens _(persuade)to cycle to work.totostudyingstudyingwere pers
14、uadedwere persuadedPara 1 Whats the definition and purpose of advertising?Main idea:the _ of advertisingintroduction It refers to the activity of promoting a product or service.In other words,it tries to persuade people to buy a product or service.Mass media.ReadingThe history of advertising has alw
15、ays 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。From the ancient simple advertisements(painted on outdoor signs)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
16、。v:interact n:interaction(1)advertise vi.&vt.(2)advertising n.广告活动，广告业 As media channels have grown in number and type,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。grow-grew-growngrow-grew-grown channel n.途径，渠道；电视台；频道；方法；水渠；海峡n illegal/reliable channel 非法/可靠途径 the English Channel 英吉利海峡channel 可
17、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。As media channels have grown in number and type,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。（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 yeste
18、rday，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。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。3）“so+
19、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 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 ap
20、ology to Lucy，and so John.One should speak clearly and it is the same writing.werediddoesshouldwithBecause 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，广告商视其为广告宣传的完美工具。If an advertisement is placed on a popular website or on TV at peak times,a huge n
21、umber of people will know about the product or service（it is advertising.）被放置在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。reach ones peak 到达顶峰、巅峰peak times 高峰时段Shes at the peak of her career.她正处在事业的巅峰。peakpeaktop/summittop/summitIn addition to making people aware of a product or service,a succes
22、sful 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 for sth每个人都渴望成功介词后面介词后面+动词动词ingingexceptexceptawarenessawarenessEveryone has a desire for success.increase/raise/riincrease/raise/
23、riseseboost 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。n:promotion n:promotion 近：近：boostboostPara 2-3 Main idea:_ between advertising and the ma
24、ss 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 advertisements.Find out some sentences or phrases in para.2 to show the relationship.Para 3 Why does a company usually
25、use mass media to advertise a product or service?large audienceperfect vehicle for advertiserscreate a desire to buyboost bussinessBased 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，广告
26、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 onbe based on以以.为基础为基础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 adver
27、tised.一种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
28、其打算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.adjadj：appealingappealingYou will hear a variety of slogans any time you watch TV.Think about your favourite one.What makes it special?And what message
29、 does it try 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
30、the power 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
31、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 course
32、,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 the films,
33、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-game equipmen
34、t 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影响v 吸收/理解/使全神贯
35、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。Para 4-6 Main idea:_ used by advertiserstechniques What are the techniques employed by advertisers?1.a memorable slogansimple butimpressive languageappeal to our emotions Is there any memorable slogan that
36、 you still remember?Para 4 Para 4-6 What are the techniques employed by advertisers?2.brand ambassador Para 4-6 What are the techniques employed by advertisers?3.product placement Where can the advertisement be placed?soft selling advertisement films with huge box-office success and TV shows with hi
37、gh ratings video gamesIn 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，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 onlin
38、e 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 fut
39、ure,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SpecificallyPara 7 Main idea:the _ and _ of advertisingchangefutureNow,advertising is becoming more digital an
40、d more personalized.We are targeted.CUSTOMERS:feel more valued;enable them to see what they are most interested inCOMPANIES:target their customers more efficiently to have a positive effect on sales.Text Review:Homework:课时课时3Text Review4.Some of these slogans may also _(吸引)our emotions.5.You will he
41、ar a _(various)of slogans any time you watch TV.6.And what message does it want to _?(表达)Text Review7.A slogan which communicates an idea effectively can _(增长，兴旺)sales and even become part of popular culture.8.Some films are now _(sponsor)by leading brands,so that only their products appear in the f
42、ilm.9.We _(吸收)these marketing messages without thinking about them too much,yet they will probably have an effect on us _(下次)we go shopping.10.Now advertising is becoming more digital and _(person).11.We are very likely to receive special discounts and promotions _(target)specifically at us.boost sponsored personalized absorb the next timetargetedText Review:Instant Practice:Homework:
