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Unit5Insideadvertising2形形色色的广告是我们生活中的一个部分,那么你知道广告制作者应该运用哪些技术来制作广告吗?●Repetition:Someadvertisersconcentrateonmakingsuretheirproductiswidelyrecognized.●Bandwagon(潮流):Byimplyingthattheproductiswidelyused,advertisershopetoconvincepotentialbuyersto“getonthebandwagon”.3●Testimonials(推荐):Advertisersoftenattempttopromotethesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers,experts,orboth.“Threeoutoffourdentistsrecommend...”Thisapproachofteninvolvesanappealtoauthority.●Pressure:Byattemptingtomakepeoplechoosequicklyandwithoutlongconsideration,someadvertisershopetomakerapidsales,“Buynow,beforethey'reallgone!”4●Appealtoemotion:Varioustechniquesrelatingtomanipulating(操纵)emotionareusedtogetpeopletobuyaproduct.Apartfromartisticexpressionintendedtoprovoke(驱使)anemotionalreaction,threecommonargumentativeappealstoemotioninproductadvertisingarewishfulthinking,appealtoflattery(阿谀),andappealtoridicule(愚弄).Appealstopityareoftenusedbycharitableorganizationsandappealstofearareoftenusedinpublicservicemessagesandproducts,suchasalarmsystemsorantibacterialspray,whichclaimprotectionfromanoutsidesource.5●Association:Advertisersoftenattempttoassociatetheirproductwithdesirableimagerytomakeitseemequallydesirable.Theuseofattractivemodels,apracticeknownassexinadvertising,picturesquelandscapesandotheralluringimagesiscommon.Alsousedare“buzzwords”withdesiredassociations.Onalargescale,thisiscalledbranding.●Advertisingslogans:Thesecanemployavarietyoftechniques;evenashortphrasecanhaveextremelyheavyhandedtechnique.6●Controversy:AsintheBenettonpublicitycampaign.●Guerillaadvertising:Advertisingbyassociation.Doneinsuchawaysothetargetaudiencedoesnotknowthattheyhavebeenadvertisedto,buttheirimpressionoftheproductisincreased(ordecreased)ifthatistheintentoftheadvertiser.7两个诱思问题1.Whydoadvertiserswanttoimplythattheproductiswidelyused?2.Howmanykindsoftechniquesofmanipulatingemotiondotheadvertisersuse?8【答案】1.Advertisershopetoconvincepotentialbuyersto“getonthebandwagon”.2.Four.9SectionⅠReading(WarmingUp,Pre-reading,Reading&Comprehending)10语言基础自测11Ⅰ.根据词性及英文释义写出单词的正确形式1.adj.notformal;forinformaloccasions2.vt.totellsb.;togivesb.knowledge(ofsth.)3.n.groupofpeoplejoinedtogetherforacommonpurpose4.n.objective;resultaimedat5.n.distinctivecharacteristic;aspectvi&vt.tohaveanimportantorprominentpartinsth.126.n.innersensethatknowsthedifferencebetweenrightandwrong7.adj.deservingrespectorrecognition8.n.spendingofmoney,etc.;cost9.adj.concernedwithorusedinseeing10.vt.toproduce;tocausetoexistoroccur11.n.answer;reaction12.vt.tomakefreshagain;togivenewstrengthto(sb./sth.)13【答案】1.casual2.inform3.association4.target5.feature6.conscience7.worthy8.expense9.visual10.generate11.response12.refresh14Ⅱ.短语填空beexposedto;turn...into...;inotherwords;makesense;fitinto;ontheotherhand;relyon;havenousefor1.Hepeoplewhodon'ttry.2.Youcanmetokeepyoursecret.3.Youasize10,don'tyou?154.It'sgoodtodifferentcultures.5.,expertswantshortcutstoeverything.【答案】1.hasnousefor2.relyon3.fitinto4.beexposedto5.Inotherwords16教材语篇细研17Ⅰ.阅读P42-43课文内容,从三个选项中选择最佳答案1.Whatisthetextmainlyabout?A.Whyadvertisersarewillingtospendsomuchmoney.B.Howconsumersavoidbeingcontrolledbyadvertisements.C.Consumersshouldunderstandhowadvertisingworks.182.Ifanadvertiserwantstomakeanadforacarstereosystem,hismostsuitablewayistouse.A.televisionB.radioC.newspapers193.Ifadvertiserswanttomakeeffectiveadvertisements,whatshouldtheydo?A.Theymustidentifytheirtargetgroup,appealtothemandchoosethepropermedia.B.Theymustnotworryabouttheexpenseandfollowtherule—thehigher,thebetter.C.Theyhavetoplacetheiradsinallkindsofmediatobebroadcastwidely.204.Whatdoestheauthormeanbysaying“beingconstantlyexposedtoadvertisementscanhelptochangeouropinionsovertime”?A.Tochangeouropinions,weshouldbeexposedtoadsconstantly.B.Ouropinionswillbechangedwellbytheadswithtimegoingon.C.Nomatterwhetheranadisgoodornot,itcanaffectourlifewholly.【答案】1.C2.B3.A4.B21Ⅱ.阅读P42-43课文内容,完成下列表格DefinitionAnadvertisementisa1.oranannouncementthat2.orinfluencespeoplebyusingwords,pictures,musicorfilm.223.yourtarget:Havingidentifiedthetargetgroup,researchers4.asmuchaspossibleaboutthoseinthetargetgroup.Appealtoyourtarget:Appealtotargets'5.ortheiremotions.HowtomakeadvertisementsUseasuitable6.:Advertisersconsiderwhichmediaaremost7.fortheirproductandwhichtheirtargetaudienceismost8.seeorhear,aswellasthecost.23Peopleareunlikelytobepersuadediftheproductis9.forthemnomatterhowgoodanadvertisementis.HoweffectiveMakingpeopleconstantly10.advertisementscanhelptochangetheiropinionsovertime.【答案】1.message2.informs3.Identify4.findout5.hopesanddreams6.medium7.appropriate8.likelyto9.unsuitable10.exposedto24Ⅲ.阅读P42-43课文内容,完成下面课文缩写Wecanmeetmanyadvertisementsinourdailylife.Anadvertisementisamessageoranannouncementthat1.(inform)orinfluencespeople.Advertisersmustpayfortheirads,sothemessagemustreach2.targetaudience,ortheirmoneywouldbewasted.Sotheymustdosomeresearchtomaketheproductfit3.theaudience'slives.Identifyingtheirtargetisnotenough,theyshouldtrytheirbesttoappealtotheirtarget.Forexample,the4.(environment)protectionadver
本文标题:2019-2020学年高中英语 Unit 5 Inside advertising Section
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