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(共22张PPT)
Extended Reading
Advertising: the power of persuasion
Unit 1 The mass media
To learn to know the definition of advertising
To learn to know the ways to advertise
To learn to know the techniques of advertising
To learn the structure of the text
Step1：Video time
Guess what the video is about
It’s an advertisement
Discussion
Have you ever purchased a product or service after seeing the advertisement promoting it Why or why not
Fast-Reading
Main idea of each paragraph
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Definition
Relationship
Function
How advertising works
The technique of creating a slogan
The technique of relating a “ brand ambassador ”
Product placement
The change and future of advertising
[Para.6]
________________
Production placement
[Para.5]
________________
Brand ambassadors
[Para.4]
_________________
Slogans
[Para.3]
________________
___________________
Reasons for advertising
on mass media
[Para.2]
History
Part 1 [Para.1]
Introduction
Part 2 [Para. ______]
___________________
______________________
Relationship between
advertising and mass media
Part 3 [Para. ______]
___________________
______________________
Techniques used
by advertisers
Part 4 [Para. ______]
Future development
2–3
4–6
7
Advertising:
the power of persuasion
Structure
Choose the best answer.
(1)From Paragraph 1, we learn that advertisements　　　.
A. exist in everyone’s daily life
B. are disturbing everyone’s life
C. can promote any product or service
D. can determine what one buys
Careful reading
What’s the definition and purpose of advertising
It refers to the activity of promoting a product or service.
In other words, it refers to persuade people to buy a product or service.
to help sell a new product, film etc by offering it at a reduced price or by advertising it 促销；推销
to make sb do sth by giving them good reasons for doing it 劝说；说服
(2)What is the relationship between advertising and the mass media
A. Old newspapers had a negative effect on advertisements.
B. Smartphone apps make the biggest difference to advertisements.
C. Advertisements promoted the development of the mass media.
D. Advertisements are growing hand in hand with the mass media.
Para 3
Why does a company usually use mass media to advertise a product or service
a huge number of
people know it
perfect vehicle for advertisers
create a desire to buy
boost bussiness
an advertisement placed on website / TV
(3)Which of the following is an advertisement that is Not so obvious
A. A slogan.
B. A brand ambassador.
C. Game equipment with real brand names.
D. Goods displayed in the shops.
How to create a desire to buy
How to persuade people into purchasing products or services
1. to create a memorable slogan
2. to link their company or product to a brand ambassordor
3. to use product placement in film,TV shows and videos
To be Number 1
Para 4-6
(4)What will be the biggest feature of the advertisements in the future
A. It will be more digital and personalized.
B. It will give us bigger and special discounts.
C. It will reach more people than ever before.
D. It will be more personalized and efficient.
Para 7
Comprehensive reading
(5) What the author’s attitude towards advertisement
A. positive B. negative
C. objective D. subjective
Further thinking
What other factors make a good advertisement
Reread the passage and fill in the blanks.
　　Advertising, an activity of (1)____________ (prompte) a product or service and trying (2)_____________ (persuade) you to buy a product or service, has become part of our modern life. (3)________ media channels have grown in number and type, so they have (4)_______________(advertisement). When a company wants to promote a product or service, it often (5)__________ (launch) a mass media advertising campaign.
promoting
to persuade
advertisements
launches
As
Reread the passage and fill in the blanks.
　　(6)_________(base) on the psychology behind creating a desire to buy, advertisers have developed ways of persuading people (7)_______ purchasing their products or services, including creating a (8)______________ (memory) slogan, linking their company or product to a “brand ambassador” (9)_______ using product placement in films and games. Advertising in (10)_____ future will be more personalized and tailored to specific needs.
Based
into
memorable
and
the
1. Polish your summary of the magazine article after class;
2. Mark the difficult language points you can’t understand.
Homework
Thank you!

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