1、Unit 1The mass mediaThe mass mediaExtended readingBy the end of this period,students will be able to:1.understand why and how advertising persuades people into purchasing a product or service;2.learn the structure of the text;3.explain your attitudes towards advertising tailored to individual custom
2、ers needs.Lead-inDiscuss in groups:1.Where do advertisements usually appear?BillboardMagazinestreetI often buy biscuits if a famous actor I like is printed on the package,though I actually do not like biscuits.Buying the biscuits gives me a feeling of being a part of the fashion trend.I do not easil
3、y believe in advertisements.I prefer buying something for its design,especially its shape and colour.Although not all advertisements provide fake information,I do not feel comfortable following them.I think we should care for the quality of a product rather than its popularity.2.Have you ever purcha
4、sed a product or service after seeing the advertisement promoting it?Why or why not?Pre-readingWhat do you think the text will talk about according to the title and pictures？I think it will talk about what advertising is,how it works,what functions it has and its development.While-reading1.Whats the
5、 main idea of this article?A.Advertising has the great power to persuade.B.Advertisement has a long history.C.There are many techniques to advertise.D.This article is an introduction to advertising.2.What the authors attitude towards advertisement?A.Positive.B.Negative.C.Objective.D.Subjective.Fast-
6、reading for main ideasPara.6(9)_Production placementPara.5(8)_Brand ambassadorsPara.4(7)_Slogans Para.3(6)_ Reasons for advertising on the mass mediaPara.2 Relationship Part 1 Para.1 Definition Part 2 Paras.(1)_(2)_The relationship betweenadvertising and the mass mediaPart 3 Paras.(3)_(4)_Techniques
7、 usedby advertisersPart 4 Paras.(5)_ The change and future of advertising23 46 7Advertising:the power of persuasion3.Read the text and fill in the blanks.Para.11.Whats the definition and purpose of advertising?It refers to the activity of promoting a product or service.In other words,it tries to per
8、suade people to buy a product or service.Definition Careful-reading for details1.Whats the relationship between advertising and the mass media?AThey are in opposite sides.BThe mass media formed after advertising.CThey are linked with each other tightly.DThe mass media goes against advertising.Relati
9、onshipParas.2-3(1)The history of advertising has always been closely connected with that of the mass media.(2)advertising and the mass media have developed hand in hand.3)As media channels have grown in number and type,so have advertisements.2.Find out some sentences or phrases in Para.2 to show the
10、 relationship.advertisements also have grown in number and typethe history3Why is the mass media a perfect vehicle for advertisers?ABecause it is very cheap.BBecause it has a long history.CBecause it can reach people quickly.DBecause it can reach a large number of people.4Why does a company often la
11、unch a mass media advertising campaign?ABecause it can appear on a popular website or on TV at peak times.BBecause it makes people make a product or offer service.CBecause it makes people aware of a campaign or service.DBecause it makes the product or service known to people and creates a desire to
12、buy.1.What are the techniques employed by advertisers?Creating a memorable slogan.Linking their company or product to a brand ambassador.Product placement.Techniques2How does the author develop Paras.46?ABy listing numbers.BBy giving examples.CBy asking questions.DB&C.Paras.4-6Memorable slogans can
13、not only boost sales but also become part of popular culture.3What kind of language should slogans use?AEasy-to-understand.BComplicated.CSimple but impressive.DControversial.4.What is the power of memorable slogans?5Which of the following people can NOT be a“brand ambassador”？AA famous film star.BAn
14、 Olympic champion.CA criminal arrested by the police.DA cartoon character enjoyed by children.6Which of the following statements can we learn from Para.6?AAll films should be sponsored by leading brands.BProduct placement in films and TV shows may affect our decisions to buy a product.CWe can clearl
15、y notice all the advertisements in social media.DProduct placement can only be used in films and TV shows.wide audienceunderstand(3)_ customers and send them advertisements that are tailored to(4)_.(1)_ and(2)_ChangeFutureChange and futureindividualspecial needs1.Finish the mind map.more digitalmore
16、 personalizedPara.7Para.73What is the relationship between Paragraph 2 and Paragraph 7?These two paragraphs echo each other in the idea that advertising develops hand in hand with the mass media all along the history.2What is the future of advertising?ADesperate.BPromising.CDisappointing.DChangeless
17、.What is advertising?What is the relationship between advertising and the mass media?What are the functions of advertising?What are the techniques employed by advertisers?What is the future of advertising?4.Write a summary of the magazine article.Use the following questions to help you.Advertising i
18、s the activity of promoting a product or service.It has always been closely linked with the mass media and the two have developed hand in hand.Advertising makes people aware of a product or service,creating a desire to buy and helping boost business.Advertising persuades people to buy their products
19、 or services with techniques like creating memorable slogans and using“brand ambassadors”.There are also less obvious advertisements,like those placed in films,TV shows or video games.In the future,advertisements will be even more tailored to the needs of individual customers.Post-reading1.What is y
20、our attitude towards advertising tailored to individual customers needs?Give reasons for your answer.(Critical thinking)2.What is your favorite advertisement?What techniques does it use to promote the product or service?(Creative thinking)DiscussionI am against it.With personalized advertisements,pe
21、ople can see only a very narrow selection of products or services,without a chance to learn about other products or services.Whats more,if their needs change or they have to share their device with someone else,these personalized advertisements may not reflect the things they really want to buy.I am
22、 for it.It prevents customers from being disturbed by advertisements they arent interested in and helps them find the products or services they are looking for more easily.Customers will also feel more valued.1.What is your attitude towards advertising tailored to individual customers needs?Give rea
23、sons for your answer.(Critical thinking)2.What is your favorite advertisement?What techniques does it use to promote the product or service?(Creative thinking)My favourite advertisement is for a smartphone.It uses trendy music and creative camera angles to show off the smartphones features,while fla
24、shing the simple but catchy slogan:“Next Generation”.It presents images of happy energetic young people using the phone to take photos and make videos,with keywords flashing like“Ready!Action!”This advertisement promises me a bright future and a life of happiness.It makes me feel a part of a confide
25、nt generation that is full of vitality and will become high achievers in the future.An advertisement which communicates an idea effectively not only can boost sales but also even can became part of popular culture and better our society.Advertisements,which often use words and pictures1._(persuade)p
26、eople to buy a product or service,can be found wherever we go.2._ successful advertisement will not only make people aware of a product or service,but also create a desire to buy,behind 3._ advertisers have developed ways of persuading people into purchasing their products or services.One of the com
27、mon techniques is to create 4._(memory)slogans.5._ technique is to link their company or product to a brand ambassador.In addition,some advertisements are not so obvious,in which product 6._(place)is typically used.For example,some films 7._(sponsor)by leading brands,so that only their products appe
28、ar in the film.Now,8._(advertise)is becoming more digital and more personalized,making it more possible for us to receive special discounts and promotions 9._(target)specifically at us.In the future,the development in advertising will help companies target their customers more 10._(efficient)to have
29、 a positive effect on sales.A memorableAnotherto persuadewhichplacementare sponsoredadvertisingtargetedefficientlyIn 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 promoting
30、 a product or service.In other words,it tries to persuade people to buy a product or service.Analyze the key points of the textPara.1总之，简而言之总之，简而言之指的是；参考，查阅；涉及指的是；参考，查阅；涉及换言之，换句话说；也就是说换言之，换句话说；也就是说The history of advertising has always been closely linked with that of the mass media.From the ancient
31、simple advertisements painted on outdoor signs to the colourful,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过去分词短语作后置定语过去分词短语作后置定语so引起的部分倒装结构，意为引起的部分倒装结构，意为“某人某人/物也是物也是，也一样也一样”，表示
32、前一句中主语的肯定情况也适用于后者。表示前一句中主语的肯定情况也适用于后者。Para.2 as表表“随着随着”，引导时间状语从句，引导时间状语从句Because the mass media reaches so many people,it is a perfect vehicle for advertisers.If an advertisement is placed on a popular website or on TV at peak times,a huge number of people will know about the product or service it i
33、s advertising.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 service,it often launches a mass media advertising campaign.省略了省略了that/which的定语从句的定语从句现
34、在分词短语作结果状语现在分词短语作结果状语why引导表语从句，表语从句中引导表语从句，表语从句中when引导时间状语从句引导时间状语从句Para.3Based on the psychology behind creating a desire to buy,advertisers have developed ways of persuading people into purchasing their products or services.A common technique to make an impact is to create a memorable slogan.Sloga
35、ns 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.For example,a slogan may connect a fine china teapot it aims to promote with our pride in having good taste.You will hear a variety of slogans any t
36、ime you watch TV.Think about your favourite 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.过去分词短语作状语过去分词短语作状语persuade sb.into doing sth
37、.劝服某人做某事劝服某人做某事to do不定式短语作不定式短语作后置后置定语定语to do不定式短语作不定式短语作表语表语to do不定式短语不定式短语作目的状语作目的状语分词短语作分词短语作后置后置定语定语any time引导时间状语从句引导时间状语从句Para.4Another 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.Think
38、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 ambassador,the more we will be attracted to buy the product.“the比较级，比较级，the比较级比较级”句型，意为句型，意为“越越 ，越，越”Para.5省略了省略了that/which的定语从句的定语从句Of course,some a
39、dvertisements 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 watches worn by the title character in the James Bond film
40、s.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 equipment with real brand names.We absorb these marketing messages without thinking about them too much,yet they will probably have an effect on us
41、 the next time we go shoppingwith介词短语作后置定语介词短语作后置定语It作形式主语，作形式主语，to do不定式短语不定式短语to feature.作真正的主语作真正的主语so that引导结果状语从句，意为引导结果状语从句，意为“因此因此”过去分词短语作过去分词短语作后置后置定语定语the next time引导时间状语从句引导时间状语从句Para.6In the past,advertising was all about reaching as many people as possible with the same message.Now,adver
42、tising is becoming more digital 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.In the future,advertising will be eve
43、n 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 what they are most interested in,but it will also help companies target their customers more efficiently to have a positive effect on sales.过去分词短语作过去分词短语作后置后置定语定语本句为本句为not only置于句首的置于句首的部分部分倒装句。其中倒装句。其中what they are most interested in为宾语从句为宾语从句Para.7省略了省略了that/which的定语从句的定语从句HomeworkPreview language points and recite the key points of the text.
