1、Extended reading点击点击添加标题添加标题Language points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Language points in paragraph 1.In just one day,a person can see hundreds of marketing messages.Advertising has become part of modern life.But what is advertising exactly?In short,it refers to the activity of pr
2、omoting a product or service.In other words,it tries to persuade people to buy a product or service.一天之内，一个人可以看到数百条促销信息广告已成为现代生活的一部分。一天之内，一个人可以看到数百条促销信息广告已成为现代生活的一部分。但是广告到底是什么？但是广告到底是什么？简而言之简而言之，它，它指的是指的是推销产品或服务的活动。推销产品或服务的活动。换言之换言之,它它(广告广告)试图说服人们去购买一种产品或服务。试图说服人们去购买一种产品或服务。political/religious persu
3、asion 政治/宗教的信仰persuade sb.persuade sb.(not)to do sth.说服、劝服某人(不要)做某事into/out of doing sth.说服某人做/不做某事 of sth.使某人相信某事Persuade v.说/劝服 Persuasion n.Persuasion n.说服；劝导说服；劝导【语境应用语境应用】使句子的意思相同或相近。使句子的意思相同或相近。1)I persuaded him to give up playing computer games.I _ him _ to play computer games any more.I _ hi
4、m _ _ playing computer games.2)I couldnt persuaded myself that he was honest.I couldnt persuaded myself _ _ _.persuaded notpersuaded out ofof hishonesty点击点击添加标题添加标题点击点击添加标题添加标题Language points in paragraph 2.The history of advertising has always been closely linked with that of the mass media.From th
5、e 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.As media channels have grown in number and type,so have advertisements.广告的历史一直广告的历史一直与与大众传媒大众传媒紧密相连紧密相连。从古代粉刷在户外的标志，到智能手。从古代粉刷在户外的标志
6、，到智能手机应用程序中丰富多彩的互动广告，广告和大众传媒已经机应用程序中丰富多彩的互动广告，广告和大众传媒已经密切相关密切相关。随着媒。随着媒体渠道数量和类型的增长体渠道数量和类型的增长,广告也在增长。广告也在增长。手拉手手拉手点击点击添加标题添加标题点击点击添加标题添加标题Language points in paragraph 2.Because the mass media reaches so many people,it is a perfect vehicle for advertisers.If an advertisement is placed on a popular we
7、bsite or on TV at peak times,a huge number of people will know about the product.由于大众媒体吸引了很多人，因此它是广告商的完美载体。如果一则广告被由于大众媒体吸引了很多人，因此它是广告商的完美载体。如果一则广告被投放在一个热门网站或黄金时段的电视节目上投放在一个热门网站或黄金时段的电视节目上,许多人许多人都会知晓它所宣传的都会知晓它所宣传的产品或服务。产品或服务。高峰时期高峰时期peak times 高峰时段Shes at the peak of her career.Peak adj.Peak adj.最高峰的
8、最高峰的 n.n.顶点；顶峰顶点；顶峰 她正处在事业的巅峰。1）peak adj.最高度的，高峰时期的，巅峰状态的最高度的，高峰时期的，巅峰状态的只用于名词前只用于名词前reach ones peak 到达顶峰、巅峰2)peak n.顶峰；高峰顶峰；高峰The number of the apples 40.a huge number of a huge number of 许多许多 1)a(huge)number of 名词复数名词复数谓语动词复数（谓语动词复数（are/do/.）A number of students planting trees on the hill2)the num
9、ber of 名词复数名词复数+谓语动词单数（谓语动词单数（is/was.）areis点击点击添加标题添加标题点击点击添加标题添加标题Language points in paragraph 3.In addition to making people aware of a product or service,a successful advertisement will also create a desire to buy,thus boosting business.That is why when a company wants to promote a product or ser
10、vice,it often launches a mass media advertising campaign.除了除了让人们让人们知晓知晓产品或服务，一则成功的广告也会激发购买欲产品或服务，一则成功的广告也会激发购买欲,从而促进业从而促进业务长。这就是为什么当一家公司想要推销一种产品或服务时务长。这就是为什么当一家公司想要推销一种产品或服务时,它往往会在大它往往会在大众众aware adj.aware adj.知道的；明白的知道的；明白的(1)become aware of 对知道,明白;意识到be aware that 察觉到、意识到make sb.aware of sth.使某人明白某
11、事so/as far as Im aware/concerned 据我所知(2)awareness n.认识，意识raise ones awareness 提高某人的意识The project should raise general _(aware)about bullying.He _ he had committed an offence.他没有意识到自己犯罪了。awarenesswas not aware that aware adj.aware adj.知道的；明白的知道的；明白的【语境应用语境应用】完成句子。完成句子。1)The little girl _ having done
12、wrong.这个小女孩儿没有意识到自己做错了事。这个小女孩儿没有意识到自己做错了事。2)They suddenly _ people looking at them.他们突然意识到人们在看着他们。他们突然意识到人们在看着他们。3)Officials have tried to about history.官员们努力提高人们对历史的认识。官员们努力提高人们对历史的认识。was not aware of became aware of raise awareness1)v.boost ones confidence 增强某人的信心2)n.give sb.a boost 托某人一把 give sb.
13、a boost to do sth.给某人信心做某事The new resort area has boosted tourism.boostboost新的度假区促进了旅游业的发展。点击点击添加标题添加标题点击点击添加标题添加标题Language points in paragraph 4.Based on the psychology behind creating a desire to buy,advertisers have developed ways of persuading people into purchasing their products or services.A
14、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 advertised.Some of these slogans may also appeal to our emotions.基于基于激发购买欲背后的心理特征，广告商开发了多种激发购买欲背后的心理特征，广告商开发了多种说服说服人们购买其产品或人们购买其产品或服务的方式。制造影响
15、力的一个常见技巧是创造一条让人难忘的广告语。广服务的方式。制造影响力的一个常见技巧是创造一条让人难忘的广告语。广告语用简单但令人印象深刻的语言来让我们记住正在宣传的产品或服务。其告语用简单但令人印象深刻的语言来让我们记住正在宣传的产品或服务。其中一些广告语可能也会迎合我们的情感。中一些广告语可能也会迎合我们的情感。对对.有吸引力，唤起有吸引力，唤起点击点击添加标题添加标题For example,a slogan may connect a fine China teapot it aims to promote with our pride in having good taste.You w
16、ill hear a variety of slogans any time you watch TV.Think about your favorite one.What makes it special?And what message does it try to get across?A slogan which communicates an idea effectively can boost sales and even become part of popular culture.That is the power of memorable slogans.例如例如,一条广告语
17、可能会把它要推销的精美瓷茶壶同我们对有良好品味的自豪一条广告语可能会把它要推销的精美瓷茶壶同我们对有良好品味的自豪感联系起来。你一看电视就会听到各种各样的广告语。想想你最喜欢的一条。感联系起来。你一看电视就会听到各种各样的广告语。想想你最喜欢的一条。它有什么特别之处？它想要它有什么特别之处？它想要传达传达什么信息？一条能有效传达想法的广告语可什么信息？一条能有效传达想法的广告语可以促进销售，甚至成为流行文化的一部分。这就是令人难忘的广告语的力量。以促进销售，甚至成为流行文化的一部分。这就是令人难忘的广告语的力量。get your point/meaning across 把你的意思讲清楚get
18、 sth.across to sb.把某事给某人讲清楚get acrossget across被传达，被理解，把.讲清楚get acrossget across被传达，被理解，把.讲清楚 get over get rid of get along/on with get down to(doing)sth get through 克服克服摆脱摆脱,除去除去 进展进展,相处相处开始认真地做某事开始认真地做某事通过，做完；接通通过，做完；接通(电话电话)点击点击添加标题添加标题点击点击添加标题添加标题Language points in paragraph 5.Another technique
19、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.Think of a popular fast food restaurant.Does it have a brand ambassador?Is the brand ambassador popular among potential customers?The more we like the brand a
20、mbassador,the more we will be attracted to buy the product.一种方法是将他们的公司或产品与一种方法是将他们的公司或产品与“品牌大使品牌大使”联系起来一个著名的演员，联系起来一个著名的演员，一个体育明星，甚至一个虛构的人物。想想一家很受欢迎的快餐店。它有品一个体育明星，甚至一个虛构的人物。想想一家很受欢迎的快餐店。它有品牌大使吗？品牌大使应该在牌大使吗？品牌大使应该在潜在客户潜在客户中享有知名度。我们中享有知名度。我们越越喜欢品牌大使，喜欢品牌大使，我们就我们就越越会被吸引去购买产品。会被吸引去购买产品。点击点击添加标题添加标题点击点击添
21、加标题添加标题Language points in paragraph 6.Of course,some advertisements are not so obvious:product placement is typically used in films with huge box-office success and TV shows with high ratings.Some films are now sponsored by leading brands,so that only their products appear in the films,like the watc
22、hes worn by the title character in the James Bond films.当然，有些广告并不那么明显。例如，植入式广告通常出现在当然，有些广告并不那么明显。例如，植入式广告通常出现在高收视率高收视率的的电影和电视节目中。现在有些电影是电影和电视节目中。现在有些电影是由由知名品牌知名品牌赞助赞助的，所以只有他们的的，所以只有他们的产品出现在电影中产品出现在电影中,就像詹姆斯就像詹姆斯邦德电影中主角戴的手表。邦德电影中主角戴的手表。ratingn.n.收视率，等级，级别death rateat the rate of收视率；观众评价audience ratin
23、gI can write shorthand at the rate of 120 words pre minute.我可以以每分钟120字的速度进行速记。死亡率按.速度/比率点击点击添加标题添加标题点击点击添加标题添加标题Language points in paragraph 6.Other 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 equipm
24、ent with real brand names.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.其他类型的大众媒体也使用其他类型的大众媒体也使用植入式广告植入式广告,包括电子游戏。在体育电子游戏系包括电子游戏。在体育电子游戏系列中列中,带有真正品牌名称的不同游戏内置设备并不少见。我们没有多加考虑带有真正品牌名称的不同游戏内置设备并不少见。我们没有多加考
25、虑就记住了这些促销信息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而它们有可能会在我们下次购物时对我们产生影响对我们产生影响。(1)absorb.from.absorb.into.absorb oneself in(2)absorbed adj.全神贯注的 be absorbed in.全神贯注于_，we didnt notice evening approaching.Tom his work and forgot to inform her.Absorbed in picking was absorbed in/absorbed himself in 由于专心采摘，我们没有注意到夜
26、幕正在降临。由于专心采摘，我们没有注意到夜幕正在降临。absorb v.absorb v.理解；掌握；吸收理解；掌握；吸收从中吸收把吸收入/并入专心于；全神贯注于汤姆全神贯注于工作忘记通知她了。汤姆全神贯注于工作忘记通知她了。点击点击添加标题添加标题点击点击添加标题添加标题Language points in paragraph 7.ln the past,advertising was all about reaching as many people as possible with the same message.Now,advertising is becoming more dig
27、ital and more personalized.Already we may see online 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.在过去，广告都是为了让尽可能多的人得到同样的信息。现在，广告越来在过去，广告都是为了让尽可能多的人得到同样的信息。现在，广告越来
28、越数字化和个性化。我们可能已经在网上看到了以前在网上搜索过的产品越数字化和个性化。我们可能已经在网上看到了以前在网上搜索过的产品或服务的广告或服务的广告,然后然后很可能很可能会收到专门会收到专门针对针对我们的特别折扣和促销。我们的特别折扣和促销。点击点击添加标题添加标题点击点击添加标题添加标题Language points in paragraph 7.In the future,advertising will be even more about understanding individual customers and sending them advertisements that
29、are tailored to specific needs.Not only will this make them feel more valued and enable them to see what they are most interested in,but it will also help companies target their customers more efficiently to have a positive effect on sales.在未来在未来,广告将更多地了解个人客户，并向他们发送针对特定需求的广告。广告将更多地了解个人客户，并向他们发送针对特定需
30、求的广告。这这不仅不仅会让他们感到更被重视会让他们感到更被重视,让他们看到自己最感兴趣的东西，让他们看到自己最感兴趣的东西，而且而且还能还能帮助公司更有效地瞄准客户帮助公司更有效地瞄准客户,对销售产生积极影响。对销售产生积极影响。针对；定制；被裁缝针对；定制；被裁缝Not only.but also.Not only.but also.不仅不仅.而而且且.not only连接的句子位于句首时，该句要用部分倒装。1)Not only you but also your brother is willing to bring the false news to light.2)Studying E
31、nglish can not only enable us to communicate with foreigners but it can also offer a chance to learn from them.Not only can studying English enable us to communicate with foreigners but it can also offer a chance to learn from them当连接两个名词作主语时，谓语动词要根据but also 后的名词决定单、复数就近原则Not only.but also.Not only.
32、but also.不仅不仅.而而且且.1)Not only he but also I _ responsible for it.2)The event not only improved our physical and psychological state，but it also helped us build a positive attitude towards life._am Not only did the event improve our physical and psychological state，but it also helped us build a posit
33、ive attitude towards life.1.1._总之；简言之总之；简言之(para1)(para1)2.2._指的是指的是3.3._换句话说换句话说4.4._说服某人做某事说服某人做某事5.5._与与.有关有关(para2)(para2)6.6._手拉手地；联合手拉手地；联合7.7._被放置在被放置在(para3)(para3)8.8._在高峰时期在高峰时期9.9._大量的；很多大量的；很多10.10._除除.之外（还有，也）之外（还有，也）in shortrefers toin other wordspersuade sb to do/into doingbe linked w
34、ithhand in handbe placed onat peak timesa huge number ofin addition to ExpressionExpressionExpressionExpression11.11._意识到；觉察到意识到；觉察到 12.12._渴望，想要做某事渴望，想要做某事13.13._根据，以根据，以为基础为基础(para4)(para4)14.14._呼吁；上诉；要求；对呼吁；上诉；要求；对有吸引力有吸引力15.15._连接；与连接；与联系联系16.16._通过；使通过；使被理解被理解17.17._把把和和连接连接/联系起来联系起来(para5)(para5)18.18._对对有影响；对有影响；对起作用起作用(para6)(para6)19.19._倾向于，很有可能倾向于，很有可能(para7)(para7)20.20._以以为目标为目标be aware ofa desire to do sthbe based onappeal toconnect with get acrosslink to have an effect onbe likely tobe targeted atThank you
