资源简介

(共41张PPT)
XB2 unit 1
Advertising: the power of persuasion
广告:说服的力量
extended reading-language points
persuade vt. 说服, 使信服
【词块积累】
(1)persuade sb. to do sth. =persuade sb. into doing sth. 说服某人做某事
persuade sb. not to do sth. =persuade sb. out of doing sth. 说服某人不做某事
persuade sb. of sth. /that. . . 使某人相信……
(2)persuasion n. 说服;劝说;信仰
(3)persuasive adj. 有说服力的;令人信服的
persuade sb. to do sth. =convince sb. to do sth. =persuade sb. into doing sth. =talk sb. into doing sth.
说服某人做某事(强调结果, 成功说服)
try to persuade sb. to do sth. =advise sb. to do sth.
尽力说服某人做某事(强调过程, 不一定能说服对方)
①I ________________studying hard so that he can realize his dreams and live a better life.
我劝说他努力学习, 这样他才能实现他的梦想, 过上更好的生活。
②Advertisements ________us ____newer is better and that we will be happier with the latest products.
广告让我们相信越新越好, 以及我们使用最新的产品会更开心。
③After a little gentle __________, he agreed to come.
耐心劝说了一下, 他就同意来了。
persuade him into
persuade
that
persuasion
【易混辨析】persuade/advise
persuade 表示“说服, 劝说”, 强调说服的结果
advise 表示“劝告, 建议”, 对方不一定接受, 强调过程。强调“劝说但不一定有效果”
(1)用persuade的适当形式填空
①She tried __________her husband to give up smoking, but failed.
②Our job, therefore, is not only change, but __________.
③No matter how __________ you are, there will be objections.
(2)句型转换
I allowed myself to be persuaded into entering the competition.
=I allowed myself to be persuaded _______the competition.
to persuade
persuasion
persuasive
to enter
In just one day, a person can see hundreds of marketing messages. Advertising has become a 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.在仅仅一天之内，一个人可以看到数百条营销信息。广告己经成为我们现代生活的一部分。但广告到底是什么？简而言之，广告指推销一种产品或服务的活动。换言之，它（广告）试图说服你去购买一种产品或服务。
advertise vt. & vi. 做广告, 登广告;公布, 征聘;展现, 宣传
【词块积累】
(1)advertise for
登广告征求(寻找)某物;登招聘(待聘等)广告
(2)advertisement　 n. 广告
【熟词生义】
I wouldn’t advertise the fact that you don’t have a work permit.
我不会向外声张你没有工作许可证这件事。( )
v. 展现, 宣传
①If you want to appeal to more customers, try __________ in the local paper.
如果你要吸引更多顾客, 就试试在当地报纸登广告。
②We are currently _____________a new sales manager.
目前我们公开征聘一位新的销售经理。
③I have seen your company’s _____________ and am keen to gain more detailed information.
我看到了贵公司的广告, 渴望得到更详细的信息。
advertising
advertising for
advertisement
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.广告的历史一直与大众传媒的历史紧密相连。从最初报纸上简单的黑白广告到智能手机应用程序上多彩的互动广告，大众传媒和广告携手发展。正如媒体渠道的数量和类型不断增长一样，广告也是如此。
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.
大众传媒受众很广，因此成为广告商的完美体。如果在一个热门网站或电视节目的黄金时段投放一则 广告，数百万人都会知晓它所宣传的产品或服务。
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 15 when a company wants to promote a product or service, it often launches a mass media advertising campaign.
除了让人们了解产品或服务，一则成功的广告也会激发 人们的购买欲，从而促进业务增长。那就是一家公司如果想要推广一种产品或服务，就经常会发起一场大 众传广告活动的原因。
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.
基于激发购买欲背后的心理，广告商开发了说服人们购买其产品或服务的方式。一种常见的富有冲击力的手法是创造一条令人记忆深刻的广告词。广告词用语简单，但令人印象深刻，能让我们记住所宣传的产品或服务。
purchase vt. 买, 购买 n. 购买, 采购;购买的东西, 购买项目
【词块积累】
(1)purchase sth. from. . . 从……处购买某物
make a purchase　　 采购
(2)purchaser n. 买主, 购买人
(3)purchasable adj. 买得到的;可收买的
①I am wondering if you mind telling me the _____________of your new house.
我想知道你是否介意告诉我你新房子的买价。
②You can ________the equipment _____the local supplier.
你可以从当地的供应商处购买这种设备。
③She ____________________on the Internet.
她在网上买了许多东西。
purchase price
purchase
from
made many purchases
【易混辨析】purchase/buy
purchase 正式用词, 指大宗购货或购买重要东西。无感彩, 强调物品的购得。purchase a car买车
purchase a house买房
buy 普通日常用词, 既可指日常随意购物也可指大的购买。buy tickets 买票;buy books 买书
memorable adj. 难忘的, 值得纪念的
【词块积累】
(1)memory 　　　n. 记忆, 记忆力;内存, 存储器;回忆
in memory of 为了纪念……
(2)memorize vt. 记住;记忆
(3)memorial n. 纪念碑;纪念物 adj. 纪念的, 悼念的
①A film will be made ____________those brave firefighters.
为了纪念那些勇敢的消防战士, 一部电影即将开拍。
②In the part of prize-awarding, every volunteer was issued with a certificate of Excellent Volunteer and _________ postcards.
在颁奖环节中, 每个志愿者都获得了“优秀志愿者证书”和纪念明信片。
in memory of
memorial
【补偿训练】
(1)语法填空
①I still remember the hard-working __________(memory) time in high school.
②People have to _________(memory)about 600 characters before they can do even basic reading and writing.
(2)The Dragon Boat Festival is ____________(为了纪念) Qu Yuan, a poet in ancient China.
memorable
memorize
in memory of
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 favourite one.
其中一些广告词可能也会引起我们的情感共鸣。例如，一条广告词可能会把想要推的一个精美的陶茶和我们引以为做的良好品味联系起来。每当你打开电视，你都会听到各种各样的广告词。想想你最喜欢的 那一条。
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 一条能有效地传达思想的广告词可以增加销售量，甚至成为流行文化的部分。那就是今人难忘的广告词的力量。
get across 被传达, 被理解, 把……讲清楚
【词块积累】
get back　　 取回, 找回;恢复;返回
get down 记下, 写下
get down to (doing) sth. 开始着手做某事
get over 克服, 控制;从疾病(或震惊、断绝关系等)中恢复常态
get through 渡过(难关);通过(考试);接通(电话)
get about 四处走动;(新闻或消息)传开
①Telephones are down so he can’t __________.
电话出了故障, 所以他打不通。
②(2020·江苏高考)Instead of ____________to a new task as I had expected, he examined the previous work again.
他没有按照我所期待的开始新的任务, 却又检查了先前的工作。
【语法填空】
③After getting ___the train, we got ____the car and headed for the airport.
get through
getting down
off
into
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.一部分广告商经常使用的另一种手法是将他们的公司成产品与一个“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。想想一家受欢的快餐店。它有品牌大使吗 品牌大使在潜在客 户中享有知名度 我们越喜欢这位品牌大使，就越会被吸引去购买这个产品。
The more we like the brand ambassador, the more we will be attracted to buy the product.
我们越喜欢品牌大使, 就越会被吸引去购买产品。
【句式解构】句中“the+比较级, the+比较级”结构, 意为“越……, 就越……”。
①_________you are, ________you’ll see.
你离得越近, 看到的就越多。
②It’s true, ________I get, ________I feel time has wings.
的确, 我年纪越大, 就越觉得时间像长了翅膀一样。
The closer
the more
the older
the more
③(2021·全国甲卷)And ________we look, ________we will see that social factors like gender, race, and class do not determine the appearance of genius.
我们看得越多, 就越会发现像性别、种族和阶级这样的社会因素并不能决定天才的外貌。
the more
the more
【名师点津】the+比较级, the+比较级
“the+比较级, the+比较级”结构的具体用法如下:
(1)意为“越……, 就越……”, 主、从句的两个谓语是同时进行的, 表示后面一方随前面一方程度的变化而变化。
(2)从结构上看, 第一个“the+比较级”是表示条件的状语从句(通常用一般现在时或一般过去时;表示将来意义时, 从句用一般现在时表示将来);第二个“the+比较级”是主句(通常使用一般将来时或过去将来时, 有时也可用一般现在时或一般过去时)。
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 worn by the title character in the James Bond films.
当然，有些广告并不是那么明显。例如，植入广告常用于高收视率的电影和电视节目。现在有些电影由知名品牌赞助，所以只有他们的产品出现在电影中，比如詹姆斯 邦德电影中主角戴的手表。
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 will probably have an effect on us the next time we go shopping.
其他类型的大众媒也使用植入广告，包括电子游戏。在体育类电子游戏系列中，给不同游戏备贴上真实品牌标签是很常见的。我们不假思索就接收了这些信息，而这些信息有可能对我们下次购物产生影响。
absorb vt. 掌握, 理解;吸收;吸引全部注意力
【词块积累】
(1)absorb one’s attention　吸引某人的注意力
absorb oneself in 全神贯注于
(2)absorbed adj. 全神贯注的, 专心致志的
(be) absorbed in 全神贯注于, 专注于
①Pay attention to new media, ______new technologies and go your own way. 要重视新媒体, 掌握新技术, 走自己的路。
②Every day he took a mysterious book out of his desk and _________________it when he was free.
他天天从他的课桌里拿出一本神秘的书, 趁有空的时候就潜心研读。
③He lay down here, drew straw over himself, and ___________________thinking.
他躺在这里, 用稻草盖住自己, 很快就陷入了沉思。
【知识延伸】
“全神贯注于”的其他常见表达:
be buried in/be occupied in/be lost in
absorb
absorbed himself in
was soon absorbed in
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.
我们没有多加考虑就记住了这些促销信息, 但它们可能会在我们下次购物时对我们产生影响。
【句式解构】
句中the next time在这里作连词引导时间状语从句, 意为“下次……时”。
①(2020·天津高考)—_________you visit Bob, remember to give him a call in advance.
—Good point. I will.
——下次你去拜访鲍勃时, 记得提前给他打个电话。
——好主意, 我会的。
②__________we camped, Mom would read a book or sing a soft song.
每次我们去露营, 妈妈都会读一本书或唱一首轻柔的歌。
Next time
Every time
【名师点津】(1)the first time/(the) next time/the last time引导时间状语从句, 表示“第一次/下次/上次(最后一次)……时”。
(2)every/each time引导时间状语从句, 意为“每当……”, 相当于whenever。
(3)the minute/moment/instant等用作连词, 引导时间状语从句, 意为“一……就……”。
(4)immediately/instantly/directly等用作连词, 引导时间状语从句, 意为“一……就……”。
【知识延伸】
the first time用作连词, 引导时间状语从句, 意为“第一次……时”;
for the first time是介词短语, 只能用作状语, 意为“第一次”。
【补偿训练】
(1)语法填空
①_______ (direct) the teacher came in, everyone was quiet.
②Be careful! The machine starts ___moment you press the button.
(2)“____________________________, drink some green tea. ” This is what my mother used to tell me.
“每次吃甜食的时候, 喝些绿茶。”我妈妈以前就是这么跟我说的。
(3)I remember you showed me some photos on that theme ______________________________.
我记得上次你参观我们学校时给我看了一些有关那个主题的照片。
Directly
the
Every/Each time you eat a sweet
the last time you visited our school
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 or services we have previously searched for on the Internet, and we are very likely to receive special discounts and promotions targeted specifically at us.
过去，广告是以同样的信息打动尽可能多的人。现在，广告正变得越来越数字化和个性化。如果我们以前在网上搜索过某个产品，我们现在就可能看到这个产品的在线广告，还很可能会收到专门针对我们的特殊折扣和促销活动。
discount n. 折扣 vt. 打折出售
【词块积累】
(1)at a discount　　 打折扣;不受欢迎, 没销路
get/give/offer a discount 得到/给予/提供折扣
discount rate 贴现率
(2)discount sth. as sth. 认为……不重要;对……不全信
①Poor quality goods may be sold ___________.
质量差的商品可能会打折出售。
②Now we have a special offer for 10 days, during which you can enjoy a half _____________and a free delivery.
现在我们有10天的特别优惠, 在这期间您可以享受半价折扣和免费送货。
③The news reports were _________________propaganda.
人们认为这些新闻报道不过是为了宣传, 不可全信。
price discount
being discounted as
at a discount
【知识延伸】
(1)count 　　　　 v. 数;计数;认为, 看作, 算作;重要
count. . . as. . . 把……看作……
count in/out 把/不把……计算在内
count on/upon 指望, 依靠
count on it that. . . 依靠/指望……
(2)countable adj. 可数的
countless adj. 无数的, 数不尽的
【补偿训练】语法填空
①The whole team counts ___Ms Lang, and she seldom lets them down.
②It is not the activities we organize but our classmates’ involvement that ______(count).
③(2019·天津高考) However, technology is also the application of scientific knowledge to solve a problem, touching lives in ________(count)ways.
on
counts
countless
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.
未来，广告甚至会更多地了解个人客户，并根据其特位定需求推送广告。这不仅会让他们感觉更受重视，让他们能看到自己最感兴趣的东西，也会帮助公司有效地定位客户，以对销售产生积极的影响。
tailor vt. 专门制作, 定做 n. 裁缝
【词块积累】
(1)tailor sth. to/for sb. /sth. 　为……专门制作;使……适合……
(2)tailored
adj. 定制的;合身的;(为特殊目的或人)制作(或修改)的
be tailored to (do) sth. 根据……定制;适合于
①Mr Smith ____________________________________to his own measure.
史密斯先生让裁缝按他自己的尺寸做了几件新衣服。
②Her new colleagues have reviewed her resume and helped her __________health care jobs.
她的新同事们看了她的简历, 帮助她改动使之更适合健康护理工作。
③You’ll get in more questions and the discussion will ____________what you need most help on.
你会得到更多的问题, 讨论将针对你最需要帮助的方面。
asked the tailor to make some new clothes
tailor it for
be tailored to

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