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(共41张PPT)
Extended Reading
Advertising: the power of persuasion
Unit 1 The mass media
Advertising:
the power of persuasion
According to the title, what will be talked about in this magazine article
Prediction
What is advertising
Why does advertising have the power of persuasion
How does advertising display its power
An advertisement
Is to persuade the target to buy their products
Where do advertisements usually appear
TV
Internet
Phone
Newspaper
…
The mass media
Streets
Advertising:
the power of persuasion
1. The main idea of the passage
2. The main idea of each paragraph
3. The structure of the passage
4. Details
5. Attitude
6. Some key words and phrases
Reading
Match the main idea of each paragraph.
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Definition of advertising
The history of advertising
Reasons for advertising on social media
How advertising works - three techniques
The technique of creating a slogan
The technique of relating a “ brand ambassador ”
How advertising works - three techniques
The technique of creating a slogan
The technique of relating a “ brand ambassador ”
Product placement
The future of advertising
The future of advertising
Analysis
[Para.6]
(9) ________________
Production placement
[Para.5]
(8) ________________
Brand ambassadors
[Para.4]
(7) _________________
Slogans
[Para.3]
(6) ________________
___________________
for advertising
on mass media
[Para.2]
History
Part 1 [Para.1]
Introduction (Definition)
Part 2 [Para. (1) ______]
(2) ___________________
______________________
between
advertising and mass media
Part 3 [Para. (3) ______]
(4) ___________________
______________________
used
by advertisers
Part 4 [Para. (5) ______]
Future development
2–3
4–6
7
Advertising:
the power of persuasion
Relationship
Reasons
Techniques
Para 1
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
Main idea: the __________ of advertising
introduction
Para 1
总之
指的是
换句话说
说服某人做某事
Expression
Expression
________________ 总之；简言之(L2)
________________ 指的是(L2)
________________ 换句话说(L3)
________________ 说服某人做某事(L3)
________________ 与…有关联(L5)
________________ 携手并进(L8)
________________ 被放置在，被投放在(L11)
________________ 在高峰时期(L11)
________________ 大量的；很多(L12)
________________ 除...之外（还有，也）(L13)
in short
refers to
in other words
persuade sb to do/into doing
Para 2-3
Main idea: __________ between advertising and the mass media
relationship
1. The history of advertising has always been closely linked with that of the mass media.
2. develop hand in hand
3. As media have grown in number and type, so have advertisements.
Find out some sentences or phrases in Para. 2 to show the relationship.
Para 2
携手并进
与…有关联
Expression
Expression
________________ 总之；简言之(L2)
________________ 指的是(L2)
________________ 换句话说(L3)
________________ 说服某人做某事(L3)
________________ 与…有关联(L5)
________________ 携手并进(L8)
________________ 被放置在，被投放在(L11)
________________ 在高峰时期(L11)
________________ 大量的；很多(L12)
________________ 除...之外（还有，也）(L13)
in short
refers to
in other words
persuade sb to do/into doing
be linked with
develop hand in hand
Para 3
被放置在
在高峰时段；在黄金时间
大量的
除…之外（还有）
意识到
做某事的愿望
Expression
Expression
________________ 总之；简言之(L2)
________________ 指的是(L2)
________________ 换句话说(L3)
________________ 说服某人做某事(L3)
________________ 与…有关联(L5)
________________ 携手并进(L8)
________________ 被放置在，被投放在(L11)
________________ 在高峰时期(L11)
________________ 大量的；很多(L12)
________________ 除...之外（还有）(L13)
in short
refers to
in other words
persuade sb to do/into doing
be linked with
develop hand in hand
be placed on
at peak times
a huge number of
in addition to
Expression
________________ 意识到；觉察到(L13)
________________ 做某事的渴望，欲望(L14)
________________ 根据，以…为基础(L17)
________________ 对…有吸引力(L21)
________________ 将…与…联系起来(L22)
________________ 被理解(L25)
________________ 把…和…联系起来(L27)
________________ 对…有影响(L39)
________________ 很有可能做某事(L44)
________________ 为…定制的(L47)
be aware of
a desire to do sth
Para 4-6
Main idea: ______________ used by advertisers
techniques
What are the techniques employed by advertisers
1. a memorable slogan
simple but
impressive language
appeal to our emotions
Para 4
基于
对…有吸引力
将…与…联系起来
被理解
Expression
________________ 意识到；觉察到(L13)
________________ 做某事的渴望(L14)
________________ 根据，以…为基础(L17)
________________ 对…有吸引力(L21)
________________ 将…与…联系起来(L22)
________________ 被理解(L25)
________________ 把…和…联系起来(L27)
________________ 对…有影响(L39)
________________ 很有可能做某事(L44)
________________ 为…定制的(L47)
be aware of
a desire to do sth
be based on
appeal to
connect … with …
get across
Para 4-6
What are the techniques employed by advertisers
2. brand ambassador
Who can be a “brand ambassador” Why they employ the brand ambassador to promote their product or service
A famous actor, a sports star, or even a fictional character. Because the more we like the brand ambassador, the more we will be attracted to buy the product.
Para 4-6
What are the techniques employed by advertisers
2. brand ambassador
A famous actor, a sports star, or even a fictional character. Because the more we like the brand ambassador, the more we will be attracted to buy the product.
Para 5
把…与…联系起来
Expression
________________ 意识到；觉察到(L13)
________________ 做某事的渴望，欲望(L14)
________________ 根据，以…为基础(L17)
________________ 对…有吸引力(L21)
________________ 将…与…联系起来(L22)
________________ 被理解(L25)
________________ 把…和…联系起来(L27)
________________ 对…有影响(L39)
________________ 很有可能做某事(L44)
________________ 为…定制的(L47)
be aware of
a desire to do sth
be based on
appeal to
connect … with …
get across
link … to …
Para 4-6
What are the techniques employed by advertisers
3. product placement
Where can the advertisement be placed
films with huge box-office success
TV shows with high ratings
Para 5
对…有影响
Expression
________________ 意识到；觉察到(L13)
________________ 做某事的渴望，欲望(L14)
________________ 根据，以…为基础(L17)
________________ 对…有吸引力(L21)
________________ 将…与…联系起来(L22)
________________ 被理解(L25)
________________ 把…和…联系起来(L27)
________________ 对…有影响(L39)
________________ 很有可能做某事(L44)
________________ 为…定制的(L47)
be aware of
a desire to do sth
be based on
appeal to
connect … with …
get across
link … to …
have an effect on
Para 7
Main idea: the _________ and ________ of advertising
change
reaching as many people as possible
understand individual customers and send them advertisements that are tailored to special needs.
future
more digital
more personalized
change:
future:
In the past
Now
Para 5
很有可能做某事
为…定制的
Expression
________________ 意识到；觉察到(L13)
________________ 做某事的渴望，欲望(L14)
________________ 根据，以…为基础(L17)
________________ 对…有吸引力(L21)
________________ 将…与…联系起来(L22)
________________ 被理解(L25)
________________ 把…和…联系起来(L27)
________________ 对…有影响(L39)
________________ 很有可能做某事(L44)
________________ 为…定制的(L47)
be aware of
a desire to do sth
be based on
appeal to
connect … with …
get across
link … to …
have an effect on
be likely to do sth
be tailored to …
Reading comprehension
Expression
Expression
________________ 总之；简言之(L2)
________________ 指的是(L2)
________________ 换句话说(L3)
________________ 说服某人做某事(L3)
________________ 与…有关(L5)
________________ 携手并进(L8)
________________ 被放置在，被投放在(L11)
________________ 在高峰时期(L11)
________________ 大量的；很多(L12)
________________ 除...之外（还有，也）(L13)
in short
refers to
in other words
persuade sb to do/into doing
be linked with
develop hand in hand
be placed on
at peak times
a huge number of
in addition to
Expression
________________ 意识到；觉察到(L13)
________________ 做某事的渴望，欲望(L14)
________________ 根据，以…为基础(L17)
________________ 对…有吸引力(L21)
________________ 将…与…联系起来(L22)
________________ 被理解(L25)
________________ 把…和…联系起来(L27)
________________ 对…有影响(L39)
________________ 很有可能做某事(L44)
________________ 为…定制的(L47)
be aware of
a desire to do sth
be based on
appeal to
connect … with …
get across
link … to …
have an effect on
be likely to do sth
be tailored to …
Thank you!

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