牛津译林版（2019）选择性必修 第二册Unit 1 The Mass Media Extended Reading 语言点 课件(共32张PPT)

(共32张PPT)
Extended reading
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Language points
Advertising: the power of persuasion
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点击此处添加章节的描述内容，字数不超过20字。
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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 promoting 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。但是广告到底是什么？简而言之，它指的是推销产品或服务的活动。换言之,它(广告)试图说服人们去购买一种产品或服务。
n 营销，销售
简言之
涉及，提及，指的是
换言之
political/ religious persuasion 政治/ 宗教的信仰
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. 说服；劝导
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Language points in paragraph 2.
The history of advertising has always been closely linked with that of the mass media. From the ancient simple advertisements _______ (paint) 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.
广告的历史一直与大众传媒的历史紧密相连。从古代画在户外招牌上的简单广告到智能手机应用程序上多彩的交互式广告，广告和大众传媒携手发展。正如媒体渠道的数量和类型不断增加，广告也在不断发展。
与....紧密相连
代词，代指前文的history
painted
手拉手，联合
（
）
过去分词短语作后置定语
n 指示牌，标志
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Language points in paragraph 2.
As media channels have grown in number and type, so have advertisements.
As....so引导比较状语从句，意为“正如....一样，......也”.
1. so / neither / nor + 助动词 / be动词 / 情态动词+主语，倒装结构，表示“某人/某物也这样/也不这样”。
你很准时我也一样。You were on time and ______________.
如果你不去参加婚礼，我也不去。
If you don’t go to the wedding, _________________.
so was I
nor/neither will I
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Language points in paragraph 2.
As media channels have grown in number and type, so have advertisements.
As....so引导比较状语从句，意为“正如....一样，......也”.
2. so + 主语 + do /does / did / be ，意在强调，表示该句主语确实做了前面提到的动作或处于前面提到的状态。
Don’t forget your brother is coming round for dinner.
________________. I’d better get some food in.
别忘了你弟弟要来吃晚饭。
他确实要来，我最好去买点吃的回来。
So he is
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Language points in paragraph 3.
Because the mass media reaches so many people, it is a perfect vehicle ___ 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 is advertising.
大众传媒受众很广，因此成为广告商进行宣传的完美工具。如果在热门网站或黄金时段的电视节目投放一则广告，许多人都会知晓它所宣传的产品或服务。
n 交通工具，手段
v 安排，放置
在高峰/黄金时段
许多人
——————————————
（
）
定语从句，省略引导词that，
it指上文an advertisement
for
peak times 高峰时段
She's at the peak of her career.
Peak adj.最高峰的 n. 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
只用于名词前
reach one's peak 到达顶峰、巅峰
2) peak n.
顶峰；高峰
The number of the apples 40 .
a huge number of 许多
1) a (huge) number of ＋名词复数＋谓语动词复数（are/do/...）
A number of students planting trees on the hill．
2) the number of ＋名词复数+谓语动词单数（is/was...），....的数量
are
is
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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 ________ (boost) business. That is why when a company wants to promote a product or service, it often launches a mass media advertising campaign.
一则成功的广告除了让人们了解一种产品或服务外，还会激发人们的购买欲，从而促进业务增长。那就是为什么一家公司在想要推广一种产品或服务时，常常会在大众传媒上发起一系列广告宣传攻势。
除...之外（还）
使某人意识到....
v 发行，发起，发射，上市
n 战役，运动，活动
boosting
现在分词短语作结果状语
aware adj. 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. 使某人明白某事
so/as far as I’m aware/concerned 据我所知
(2)awareness n.认识，意识
raise one’s 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。
awareness
was not aware that
1) v. boost one's confidence 增强某人的信心
2) n. give sb. a boost 托某人一把
give sb. a boost to do sth. 给某人信心做某事
The new resort area has boosted tourism.
boost v 使增长，使兴旺 n 增长，提高
新的度假区促进了旅游业的发展。
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Language points in paragraph 4.
_______ (base) on the psychology behind creating a desire ________ (buy), advertisers have developed ways of persuading people into ____________ (persuade) their products or services. A common technique to make an impact is ________ (creat) a memorable slogan. Slogans use simple but impressive language to make us remember the product or service being advertised.
基于激发购买欲背后的心理特征，广告商开发了多种说服人们购买其产品或服务的方式。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。其中一些广告语可能也会迎合我们的情感。
Based
过去分词短语作原因状语
...的欲望.
to buy
purchasing
to make an
impact
(
)
(
)
不定式短语作后置定语
现在分词被动式作后置定语
to create
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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 time you watch TV. Think about your favorite one.
其中一些广告词可能也会引起我们的情感共鸣。例如，一条广告词可能会将其意在推销的精美陶瓷茶壶与拥有优雅品味所带来的自豪感相联系。你在任何时候看电视，都会听到各种各样的广告词。想想你最喜欢的那一条。
Language points in paragraph 4.
引起，唤起
(
)
(
)
any time引导时间状语从句
类似：each time, the first time, next time
定语从句
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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.
它有什么特别之处？它想要传达什么信息？一条能有效地传达一种理念的广告词可以促进销售，甚至成为流行文化的一部分。那就是令人难忘的广告词所拥有的力量。
Language points in paragraph 4.
(
)
有效地
促进，增加
which引导定语从句
get your point/meaning across 把你的意思讲清楚
get sth. across to sb. 把某事给某人讲清楚
get across
被传达，被理解，把......讲清楚
get 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
摆脱, 除去
进展,相处
开始认真地做某事
通过，做完；接通 (电话)
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Language points in paragraph 5.
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. Think of a popular fast food restaurant.
广告商经常使用的另一种手段是将他们的公司或产品与一位“品牌大使”联系起来—一位著名的演员、体育明星，甚至是一个虚构的人物。想想一家受欢迎的快餐店。
(
)
将...与....联系起来
虚构角色
定语从句，省略引导词
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Language points in paragraph 5.
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.
它有品牌大使吗？该品牌大使是否受到潜在消费者的喜爱？我们越喜欢这位品牌大使，就越会被吸引去购买相关产品。
潜在消费者
越....越....结构
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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 watches _______ (wear) 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高收视率的电影和电视节目中。现在有些电影是由知名品牌赞助的，所以只有他们的产品出现在电影中,就像詹姆斯 邦德电影中主角戴的手表。
n 放置，安置
adv 代表性地，典型地
票房
高收视率
由...赞助
领先品牌
主人公，主角
so that引导结果状语从句
worn
(
)
过去分词作后置定语
rating
n. 收视率，等级，级别
death rate
at the rate of
收视率；观众评价
audience rating
I 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
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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 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 the next time we go shopping.
其他类型的大众媒体也使用植入式广告,包括电子游戏。在体育电子游戏系列中,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。
植入式广告
v 以...为特色
n 设备
v 吸收
(
)
yet表转折
the next time引导时间状语从句
(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 didn’t 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，我们没有注意到夜幕正在降临。
absorb v.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。
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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 digital and more personalized. Already we may see online advertisements for products or services we have previously searched _____ 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,然后很可能会收到专门针对我们的特别折扣和促销。
adj 数字化的
adj 个性化的
for
(
)
很可能
be targeted at 针对...，以.....为目标
(
)
定语从句，省略引导词
adv 特定地，专门
过去分词短语作后置定语
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Language points in paragraph 7.
In the future, 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 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,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。这不仅会让他们感到更被重视,让他们看到自己最感兴趣的东西，而且还能帮助公司更有效地瞄准客户,对销售产生积极影响。
(
)
量身定做
v 把...作为目标，瞄准
adj 贵重的，宝贵的
定语从句
be tailored to sb’s needs
专门制作...以满足某人的需要
Not only...but also... 不仅...而且...
not only连接的句子位于句首时，该句要用部分倒装（助动词，系动词，be动词置于主语前，but also不倒装。
1) Not only you but also your brother is willing to bring the false news to light.
2) Studying English 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，即就近原则
Not only...but also... 不仅...而且...
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 positive attitude towards life.
Thank you
________________ 总之；简言之(para1)
________________ 指的是
________________ 换句话说
________________ 说服某人做某事
________________ 与…...有关(para2)
________________ 手拉手地；联合
________________ 被放置在(para3)
________________ 在高峰时期
________________ 大量的；很多
________________ 除...之外（还有，也）
in short
refers to
in other words
persuade sb to do/into doing
be linked with
hand in hand
be placed on
at peak times
a huge number of
in addition to
Expression
Expression
________________ 意识到；觉察到
________________ 渴望，想要做某事
________________ 根据，以…为基础(para4)
________________ 呼吁；上诉；要求；对…有吸引力
________________ 连接；与……联系
________________ 通过；使……被理解
________________ 把……和……连接/联系起来(para5)
________________ 对……有影响；对……起作用(para6)
________________ 倾向于，很有可能(para7)
________________ 以……为目标
be aware of
a desire to do sth
be based on
appeal to
connect … with …
get across
link … to …
have an effect on
be likely to
be targeted at
【语境应用】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 __________ him ________ ________ playing computer games.
2) I couldn’t persuaded myself that he was honest.
→I couldn’t persuaded myself ________ ________ ________.
persuaded not
persuaded out of
of his
honesty
aware adj. 知道的；明白的
【语境应用】完成句子。
1) The little girl _________________ having done wrong.
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。
3) Officials have tried to about history.
官员们努力提高人们对历史的认识。
was not aware of
became aware of
raise awareness