Unit 1 The mass media Extended reading课件(共56张PPT)-译林版（2019）选择性必修第二册

(共56张PPT)
Unit 1 The mass media
Extended reading: Advertising: The power of persuasion
Guessing game
Can you speak out the brands according to these slogans
Just do it!
Impossible is nothing
成功之路，从头开始。
成功之路，从头开始。
Start ahead
Reading
Advertising:
the power of persuasion
Listen and locate the top sentence of each paragraph and then summarize the main idea in a word or phrase.
Main idea of each paragraph
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点击此处添加章节的描述内容，字数不超过20字。
点击添加标题
Definition
Relationship
Functions
The technique of creating a slogan
The technique of relating a “ brand ambassador ”
Product placement
The future of advertising
[Para.6]
(9) ________________
Production placement
[Para.5]
(8) ________________
Brand ambassadors
[Para.4]
(7) _________________
Slogans
[Para.3]
(6) ________________
___________________
Reasons for advertising
on mass media
[Para.2]
History
Part 1 [Para.1]
Introduction
Part 2 [Para. (1) ______]
(2) ___________________
______________________
Relationship between
advertising and mass media
Part 3 [Para. (3) ______]
(4) ___________________
______________________
Techniques used
by advertisers
Part 4 [Para. (5) ______]
Future development
2–3
4–6
7
Advertising:
the power of persuasion
In just one day, a person can see hundreds of marketing messages. Advertising has become part of our 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 you to buy a product or service.
Para.1
短短一天之内，一个人就能见到数百条促销信息。广告已然成为现代生活的一部分。但是，广告究竟是什么？简单地说，广告指的是推销一种产品或服务的活动。换言之，广告试图说服人们购买一种产品或服务。
Words and expressions in Pa.1
1. advertise
2. in short
3. refer to
4. promote
5. in other words
6. persuade sb to do
= persuade sb into doing
1.做广告/登广告/征聘/宣传
2.简而言之
3.指的是/涉及 /参考
4.促销/促进/推广/升职
5.换句话说 that is to say
6. 说服某人做...
1. Advertising has become part of modern life.
advertise / dv ta z/ v.
It pays to advertise.
I shall advertise for someone to go with me.
做广告是值得的。
我将登广告寻人和我同去。
advertisement / d v t sm nt/ / dv r ta zm nt/ = ad
advertiser / dv ta z (r)/
Have a try
1. If an ___________ (advertise) is placed on a popular website or on TV ______ peak times, a huge number of people will know about the product or service it ______________ (advertise).
2. Slogans use simple but impressive language to make us remember the product or service __________________ (advertise).
3. Because the mass media reaches so many people, it is a perfect vehicle for _____________(advertise).
advertisement
at
is advertising
being advertised
advertisers
2. In other words, it tries to persuade people ______(buy) a
product or service.
in other words 换句话说
【词块积累】 in a/one word　总之; 简言之
keep/break one’s word 遵守诺言/食言
Word came that. . . 有消息传来……(此时word为不可数名词)
have a word with sb. 与某人谈话
have words with sb. 与某人争吵
to buy
Have a try
①Word came ____ their headmaster would soon visit our school.
②She will be very busy at the weekend. In _____ words, she won’t be able to come to our party.
③ _____________ (总之), the trip will be both relaxing and rewarding, which is bound to be a memorable experience for you.
④ 选词填空(have a word with /have words with)
(1)He told me that he ______________the manager .
(2)Being the office supervisor监督者，管理者, I had to _______________a new employee who never arrived at work on time.
that
other
In a/one word
had words with
have a word with
persuade v. 说服, 劝服
persuade sb. of sth.
persuade sb. to do sth. = persuade sb. into doing sth.
persuade sb. not to do sth. = persuade sb. out of doing sth.
persuasion n. 说服；劝说；信念
persuasive adj.有说服力的
①(2020·全国Ⅲ卷)I do know how upset the shop staff can get, but I try to persuade them ______(keep) smiling．
②I allowed myself to be persuaded ____ entering the contest, in which I came first unexpectedly．
③While shopping, people sometimes can't help ______________(persuade) to buy something they don't really need．
to keep
into
being persuaded
The history of advertising has always been closely linked with that of the mass media. From the ancient 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.
广告的历史一直以来都与大众传媒的历史息息相关。从古代画在户外招牌上的简单广告到智能手机应用程序里丰富多彩的交互式广告，广告一直与大众传媒携手发展。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。
Para.2
1. be closely linked with
2. sign
3. hand in hand
4. channel
Words and expressions in Pa.2
1.与..有密切联系
2.n.迹象/标志/指示牌/手势 v.签名/示意
3.手拉手/联合
4.途径/渠道/频道/电视台
3.The history of advertising has always been closely linked with that of the mass media.
that 指代前文的_________
that 代替与前面同类别不同事物。表特指，相当于the+名词。
它可以代替可数名词单数，也可以代替不可数名词。
代替可数名词复数时，用代词those。
history
it 用作代词时，指上文出现过的同一事物。复数用 they 或 them。eg.Yesterday I bought a book, but now I lost it.
one 可以泛指一个人或物，也可指代上文提到的“a+可数名词”，。one 的复数形式是 ones。eg.1.One should love one’s country.
2.I haven’t a pen. Can you lend me one
Have a try
1. I have bought a new watch because my old ______ doesn’t work.
2. The weather in summer here is like ________ in Beijing.
3. The hat you bought is bigger than ________ I bought.
4. The information on the Internet gets around much more rapidly than ______ in the newspaper.
5. The recorder is better than ___________ I bought last year.
6. _____ is our belief that improvements in our health care will lead to a stronger, more prosperous economy.
one
that
that
that
the one/ that
It
5. As media channels have grown in number and type, so have advertisements.
so have advertisments 是倒装句。倒装的原因是___________
_________________________________
so/neither
/nor 表示“也”的时候放在句首，句子倒装
基本句型结构：
so/ neither / nor +be 动词 /助动词 /情态动词+主语
…… 也(不)是如此
1） 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。
2）“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 students study hard. 学生们学习很努力。 —So they do. 确实如此。
◆单句语法填空
① I was wrong about that，and so 　　　　　 you.
②She bought a novel last week，and so 　　　　　 her brother.
③I enjoy reading the book. So 　　　　　 my wife.
④You should make an apology to Lucy，and so 　　　　　 John.
⑤One should speak clearly and it is the same 　　　　　 writing.
were　
did　
does
should　
with
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 is 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.
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。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。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。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。
Para.3
Words and expressions in Pa.3
1. be placed on
2 at peak times
3. in addition to +n/doing
4. make people aware of
5. a desire to do
6. boost
7. launch a campaign
= wage a campaign
1.被放置在
2.在高峰时期
3.除...之外
4.使人们意识到/知道...
5 ...的欲望
6.使增长/兴旺 n.增长/提高/帮助/激励
7.发起一项运动
6. 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.(L11-13)
v. 达到顶峰；使处于顶点
Primary school enrolment will peak this year.
今年小学入学人数将达到最高峰。
n. 山峰，高峰；尖端
The mountain peaks are covered with snow all year.
山顶上终年积雪。
7. In addition to making people aware of a product or service, a
successful advertisement will also create a desire to buy, thus
boosting business.
1）aware adj. 知道的；明白的明
____________ n. 认识，意识
2) aware of 意识到；知道
so/as far as I’m aware 据我所知
raise one’s awareness 提高某人的意识
awareness
1.The project should raise general __________(aware) about bullying.
2. They suddenly became aware ______ people looking at them.
3.He was not aware______ he had committed an offence.
他没有意识到自己犯罪了。
4.你有没有意识到已经出了问题？(翻译)
awareness
of
that
Were you aware that something was wrong
Para.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 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.
基于激发购买欲背后的心理特征，广告商研究出了各种方法说服人们购买他们的产品或服务。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。有些广告语或许还能引起我们的情感共鸣。
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 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.
例如，一则广告语可能会用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品味所带来的自豪感。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语。它有什么特别之处？它试图传达什么样的信息？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。
1. be based on
2 psychology
3. purchase
4. memorable
5. slogan
6. appeal to
7. connect...with ...
8. a fine china teapot
9. aim to do
10. get ...across
11.communicate an idea effectively
1.根据 /以...为基础
2.心理(学)/心里特征
3.v.= buy n. 购买(的东西)
4.难忘的/值得纪念的
5 标语/口号
6.呼吁/上诉/要求/吸引
7.连接/与……联系
8.精美的瓷器茶壶
9.想要/指望做...
10.传达/被理解/把...讲清/楚通过
11.有效传达一种理念
Words and expressions in Pa.4
8. You will hear a variety of slogans any time you watch TV.
(line 23)
...yet they will probably have an effect on us the next time we go shopping.(lines 39-40)
each/every/any/last time 每次、任何一次、上一次
the next/first/second/all/whole time
具体的“下次、第一次”等
1. 每次坐船,我都要晕船。
2. 你什么时候想回来,我们都欢迎。
3. 他第一次到伦敦就来看望我的母亲。
Every time I travelled by boat, I got seasick.
You are welcome to come back any time you want to.
He came to see my mother the first time he visited London.
9. And what message does it try to get across
get across 解释清楚，传达
It's so much safer to get across the road at the traffic lights.
Did your speech get across to the audience
Love is something we can get across without words.
横过马路
你的演说听众都懂了吗
就算没有言语的沟通,爱也能使双方相互感应。
【拓展】get短语：
get on/along (with)
get down
get over
get away from
get rid of
get through
相处融洽；进展
写下，记下
克服；恢复，痊愈
摆脱
除掉，摆脱
通过；完成；熬过（困难时期）；接通电话
【语境应用】用适当的介词或副词填空。
1) It is not a serious illness, and she will soon get ________ it.
2) Do you get ________well with your new classmates
3) He was followed by a group of reporters trying to get ________ every word he said.
4) I have tried to get my point ________.
5) I will be with you as soon as I get ________ this work.
over
on/along
down
across
through
Para.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. 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.
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，甚至是一个虚构人物。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？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。
1. link...to
2 a brand ambassador
3. a fictional character
4. be popular among/ with sb
5. potential customers
Words and expressions in Pa.5
1.把...与...联系起
2.品牌大使
3.一个虚构人物
4.受某人欢迎
5 潜在的顾客
n. popularity
10. 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。
The more fat you take in before bedtime, the greater burden you will put on your body at night．
睡前摄入的脂肪越多，晚上给身体带来的负担就越大。
The + 比较级（主+谓+其他），the + 比较级（主+谓+其他） “……越……，……越……”
①(2021·全国甲卷)And the more we look, the more we ________(see) that social factors like gender, race, and class do not determine the appearance of genius．
②The air can absorb more water vapour, ___ higher its temperature．
③(2021·新高考Ⅰ卷)The amazing thing about the spring is that the colder the temperature gets, the ______ (hot) the spring!
will see
the
hotter
Para.6
Of course, some advertisements are not so obvious. For example, 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 films.
当然，有些广告并不那么明显。在超高票房的电影和高收视率的电视节目中，植入式广告是很典型的。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。
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 probably have an effect on us the next time we go shopping.
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。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。
1. product placement
2 films with huge box-office success
3. TV shows with high ratings
4. sponsor
5. leading brands
6. video games
7. in-game equipment
8. absorb
9. maketing messages
Words and expressions in Pa.6
1.产品植入
2.超高票房的电影
3.高收视率的电视节目
4.赞助/资助/主办
n.赞助商
5.知名品牌
6.电子游戏
7.游戏装备
8.吸收/理解
9.促销信息
11. We absorb these marketing messages without thinking about them too much, yet they probably have an effect on us the next time we go shopping.
◎absorb sth 吸收某物
◎absorb... into... 把……吸收进……
◎absorb oneself in... 专心于；全神贯注于
◎absorbed adj．全神贯注的
◎be absorbed in... 全神贯注于……
3) Tom was so absorbed in his work that he forgot to inform her of the priority.
→ he forgot to inform her of the priority.(含so...that...的倒装句)
So absorbed was Tom in his work that
1) I found my father sitting in his chair, completely____________(absorb) in a magzine.
2) The novel was so _________ (absorb) that she read on without a break.
absorbed
absorbing
“全神贯注于/ 专心于”的表达法：
be absorbed in 全神贯注于，专心于
be lost in 陷于；为……所吸引
be buried in 埋头于；专心于
be occupied in 忙于
be devoted in 专心于；致力于
focus on 把注意力集中于……
concentrate on 把注意力集中于……
Para.7
In 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 we have previously searched for on the Internet, and we are very likely to receive special discounts and promotion targeted specifically at us.为我们定制的特殊折扣和促销活动。
在过去，广告只是要向尽可能多的人传播同样的信息。而现在，广告则变得更加数字化与个性化。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。
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 itwill also help companies target their customers more efficiently to have a positive effect on sales.
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。这不仅会让消费者觉得自己更受重视，还能让他们看到自己最感兴趣的内容，此外也能帮助公司更加有效地锁定目标客户，从而对销售量产生积极影响。
1. as...as possible
2 digital
3. personalized
4. search for
5. discount
6. target at
7. specifically
8. be tailored to
9. efficiently
Words and expressions in Pa.7
1.尽可能...
2.数字的/数码的
3.adj.个性化的 个人化的
4.搜寻
5 n.折扣 v.打折出售
6.针对....
7.专门地/具体地
8.为...定制的 适应/迎合...
9.有效地
v. personalize
at a discount
12. In the future, advertising will be even more about outstanding individual customers and sending them advertisements that are tailored to specific needs .
tailor n. 裁缝
vt.专门制作，定制
1) Special programmes of study ___________ (tailor) to the needs of specific groups.
2) He established himself _______ a tailor.
3) Teaching can be tailored ______ suit the characteristics of boys.
are tailored
as
to
【归纳拓展】
(1) not only 一般连用，而 but also 既可连用，也可分开用， 或者省略also。
(2) not only...but also... 连接两个主语时，谓语动词的数后面的主语保持一致，即遵循“就近原则”。类似的还有 not...but...，either...or...， neither...nor... 等。
not only...but also... 连接两个分句，当 not only 位于句首时，其所在分句要用部分倒装，but also 分句不倒装。
【 单句填空】
① He not only exercises outdoors 　　　reads books indoors every weekend.
②Not only Tom but also his classmates 　　　（be） coming to visit museums.
③Either they or I 　　　（be）responsible for the result of the matter.
④Not only 　　　（do）they bring snacks and drinks，but they also brought cards for entertainment when they had a picnic in the forest.
but　
are　
am　
did　
In other words, it tries to ____________(劝服) people to buy a product or service.
The history of advertising has always been closely linked with ______ of the mass media.
As media channels have grown in number and type, ______________________. (广告也是如此)
Some of these slogans may also ____________ (吸引) our emotions.
You will hear a ________ (various) of slogans any time you watch TV.
And what message does it want to _____________ (表达)
persuade
that
so have advertisements
appeal to
variety
get across
Text Review
7. 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 film.
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 time
targeted
Thank you!