2019-2020学年高中英语 Unit 5 Inside advertising Section

1Unit5Insideadvertising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”．●Testimonials(推荐)：Advertisersoftenattempttopromotethesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers，experts，orboth.“Threeoutoffourdentistsrecommend...”Thisapproachofteninvolvesanappealtoauthority.●Pressure：Byattemptingtomakepeoplechoosequicklyandwithoutlongconsideration，someadvertisershopetomakerapidsales，“Buynow，beforethey'reallgone！”●Appealtoemotion：Varioustechniquesrelatingtomanipulating(操纵)emotionareusedtogetpeopletobuyaproduct.Apartfromartisticexpressionintendedtoprovoke(驱使)anemotionalreaction，threecommonargumentativeappealstoemotioninproductadvertisingarewishfulthinking，appealtoflattery(阿谀)，andappealtoridicule(愚弄)．Appealstopityareoftenusedbycharitableorganizationsandappealstofearareoftenusedinpublicservicemessagesandproducts，suchasalarmsystemsoranti­bacterialspray，whichclaimprotectionfromanoutsidesource.●Association：Advertisersoftenattempttoassociatetheirproductwithdesirableimagerytomakeitseemequallydesirable.Theuseofattractivemodels，apracticeknownassexinadvertising，picturesquelandscapesandotheralluringimagesiscommon.Alsousedare“buzzwords”withdesiredassociations.Onalargescale，thisiscalledbranding.●Advertisingslogans：Thesecanemployavarietyoftechniques；evenashortphrasecanhaveextremelyheavy­handedtechnique.●Controversy：AsintheBenettonpublicitycampaign.2●Guerillaadvertising：Advertisingbyassociation.Doneinsuchawaysothetargetaudiencedoesnotknowthattheyhavebeenadvertisedto，buttheirimpressionoftheproductisincreased(ordecreased)ifthatistheintentoftheadvertiser.两个诱思问题1．Whydoadvertiserswanttoimplythattheproductiswidelyused?2．Howmanykindsoftechniquesofmanipulatingemotiondotheadvertisersuse?【答案】1.Advertisershopetoconvincepotentialbuyersto“getonthebandwagon”．2.Four.SectionⅠReading(WarmingUp,Pre­reading，Reading&Comprehending)Ⅰ.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.6．n．innersensethatknowsthedifferencebetweenrightandwrong7．adj.deservingrespectorrecognition8．n．spendingofmoney，etc.；cost9．adj.concernedwithorusedinseeing10．vt.toproduce；tocausetoexistoroccur11．n．answer；reaction12．vt.tomakefreshagain；togivenewstrengthto(sb./sth.)【答案】1.casual2.inform3.association4.target5.feature6.conscience7.worthy8.expense9.visual10.generate11.response312.refreshⅡ.短语填空beexposedto；turn...into...；inotherwords；makesense；fitinto；ontheotherhand；relyon；havenousefor1．Hepeoplewhodon'ttry.2．Youcanmetokeepyoursecret.3．Youasize10，don'tyou?4．It'sgoodtodifferentcultures.5．，expertswantshortcutstoeverything.【答案】1.hasnousefor2.relyon3.fitinto4.beexposedto5.InotherwordsⅠ.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.2．Ifanadvertiserwantstomakeanadforacarstereosystem，hismostsuitablewayistouse．A．televisionB．radioC．newspapers3．Ifadvertiserswanttomakeeffectiveadvertisements，whatshouldtheydo?A．Theymustidentifytheirtargetgroup，appealtothemandchoosethepropermedia.B．Theymustnotworryabouttheexpenseandfollowtherule—thehigher，thebetter.C．Theyhavetoplacetheiradsinallkindsofmediatobebroadcastwidely.4．Whatdoestheauthormeanbysaying“beingconstantlyexposedtoadvertisementscanhelptochangeouropinionsovertime”？A．Tochangeouropinions，weshouldbeexposedtoadsconstantly.B．Ouropinionswillbechangedwellbytheadswithtimegoingon.C．Nomatterwhetheranadisgoodornot，itcanaffectourlifewholly.【答案】1.C2.B3.A4.B4Ⅱ.阅读P42－43课文内容，完成下列表格DefinitionAnadvertisementisa1.oranannouncementthat2.orinfluencespeoplebyusingwords，pictures，musicorfilm.Howtomakeadvertisements3.yourtarget：Havingidentifiedthetargetgroup，researchers4.asmuchaspossibleaboutthoseinthetargetgroup.Appealtoyourtarget：Appealtotargets'5.ortheiremotions.Useasuitable6.：Advertisersconsiderwhichmediaaremost7.fortheirproductandwhichtheirtargetaudienceismost8.seeorhear，aswellasthecost.HoweffectivePeopleareunlikelytobepersuadediftheproductis9.forthemnomatterhowgoodanadvertisementis.Makingpeopleconstantly10.advertisementscanhelptochangetheiropinionsovertime.【答案】1.message2.informs3.Identify4.findout5.hopesanddreams6.medium7.appropriate8.likelyto9.unsuitable10.exposedtoⅢ.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)protectionadvertisementappealstotheaudience'sconscienceorthei