Unit 1 The mass media Extended reading课件-(共26张PPT)译林版（2019）选择性必修第二册

(共26张PPT)
Unit 1 The mass media
Extended reading
Advertising: the power of persuasion
What is advertising
Advertising, the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised.
The ways of advertising
Reading
[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
Paragraph 1
What is the purpose of advertising
Advertising is actually meant to promote a product or service, trying to persuade people to buy it.
Paragraphs 2–3
(1) How have advertising and the mass media developed hand in hand
The history of advertising has always been closely connected with that of the mass media. As media channels have grown in number and type, so have advertisements.
(2) What is the purpose of a mass media advertising campaign
A mass media advertising campaign is often launched by a
company to make its product or service known to people,
creating in people a desire to buy.
Paragraphs 4–6
(1) What is the power of a memorable slogan
A memorable slogan can not only boost sales but also become part of popular culture.
(2) What is a “brand ambassador”
A “brand ambassador” is a famous actor or actress, a sports star, or even a fictional character that a company or its product is linked to.
(3) What types of mass media use product placement
Typically, films and TV shows with high ratings tend to use product placement. So do video games.
Paragraph 7
(1) What is the difference between advertising in the past and in the future
In the past, advertising aimed to reach as many people as possible with the same message. In the future, advertising will be more about understanding individual customers and sending them advertisements that are tailored to their specific needs.
(2) What 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 mass media all along the history.
Language points
1. In other words, it tries to persuade people to buy a product or service.
persuade vt.说服，使信服
persuade sb. to do sth. /into doing sth. 说服某人做某事
persuade sb. out of doing sth./ not to do sth.
说服某人不做某事
persuade sb. that … 使某人相信
persuade sb. of sth. 让某人相信某事
persuasion n. 说服，劝说；信仰
【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
2. 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.
peak adj.最高度的，高峰时期的
n. 山峰，高峰；尖端
vi. 达到高峰，达到最高值
I might need some helping hands during the peak season.
He is past his peak as a boxer.
The traffic reaches a peak between 5 and 6 pm.
The company’s stock hit a peak of about $23.
It is one of the most difficult peaks to climb.
advertise vi.&vt. 做广告，登广告；公布，征聘；展现，宣传
advertisement n. 广告，启事；广告宣传
advertising n. 广告活动，广告业
eg They no longer advertise alcohol at sporting events.
We are currently advertising for a new sales manager.
Fiona works in advertising.
She saw an advertisement for a ski vacation in Shenyang.
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.
aware of: 意识到；知道
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 据我所知
awareness n. 认识，意识
raise one’s awareness 提高某人的意识
【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。
4) 你有没有意识到已经出了问题？(翻译)
Were you aware that something was wrong
was not aware of
became aware of
raise awareness
boost vt. 使增长，使兴旺
n.增长，提高；帮助，激励
eg Winning the prize boosted his confidence.
The new resort area has boosted tourism.
The win boosted the team’s confidence.
4. Based on the psychology behind creating a desire to buy, advertisers have developed ways of persuading people into purchasing their products or services.
purchase vt. 买，购买
n. 购买，采购；购买的东西、项目
eg Tickets must be purchased two weeks in advance.
We purchased this house from an elderly couple last month.
The middle-aged man spent much money for the purchase of the new house.
【语境应用】完成句子。
1) They know how to search for works of art and what ___________ (purchase).
2) There are actions you take before and after __________ (purchase) the ticket.
3) She paid for her purchases and left. (翻译)
她采购完付了账便离开了。
to purchase
purchasing
5. And what message does it try to get across
get across: 被传达，被理解；把……讲清楚
【拓展】get短语：
get on/along 相处融洽；进展
get down 写下，记下
get over 克服；恢复，痊愈
get away from 摆脱
get rid of 除掉，摆脱
get through 通过，到达，完成，接通电话
get into 上（车），陷入（困境），习惯于
get out of 离开，逃避，规避，抛弃（习惯）
【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
sponsor vt. 赞助；主办；为慈善活动捐款；资助
n. 赞助商；为慈善活动捐资的人
6. Some films are now sponsored by leading brands…
【语境应用】翻译句子。
1) 比赛的组织者在设法吸引赞助商。
The race organizers are trying to attract sponsors.
2) 她找到一家愿意资助她读完大学的公司。
She found a company to sponsor her through college.
3) 这些体育赛事是由同一家公司赞助的。
These sports events are sponsored by the same company.
7. 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 vt. 掌握，理解；吸收；吸引注意
absorbed adj. 被……吸引，全神贯注 be absorbed in
eg Dry sand absorbs water.
Clever children absorb knowledge easily.
Simon was so absorbed in his book, so he didn’t even notice me come in.
【语境应用】翻译句子。
1) 青蛙通过皮肤吸收水分。
Frogs absorb water through their skins.
2) 老师讲的东西你全都懂了吗？
Have you absorbed everything the teacher said
3) 那个作家的演讲完全吸引了听众的注意力。
The writer's lecture completely absorbed the attention of the audience.
8. … and we are very likely to receive special discounts and promotions targeted specifically at us.
be likely to:有可能
It is likely that ... It是形式主语，真正主语是that从句。
eg Jack is likely to be in London this autumn.
An accident is likely to happen at the crossing.
It is not likely that I should accept such an offer.
【语境应用】完成句子。
1) Peter很有可能申请一份兼职工作。
________ ________ ________ ________ ________ Peter will apply for a part-time job.
2) 一定要提醒我，因为我可能会忘记。
Do remind me because ________ ________ ________ ________.
It is very likely that
I’m likely to
forget
Thank you!