资源简介

(共38张PPT)
Unit 1 The mass media
Extended Reading
Advertising:the power of persuasion
广告 ：说服的力量
你没事吧 你没事吧
你没事吧 直辣条
你没事吧 束王子
你没事吧 你没事吧
你没事吧 你没事吧
没事就吃溜溜梅
Advertisement
广告
To persuade the target to buy their products
说服目标客户购买他们 的产品
What is your favorite advertisement What techniques
does it use to promote the product or service
Have you ever purchased a product or service after seeing the
advertisement promoting it Why or why not 你是否曾经在看到产
品或服务的宣传广告后就购买了 为什么或者为什么不呢
Discussion
Did you drink the first cup of milk tea in autumn 秋天的第一杯奶茶喝了吗
饥饿营销 Hunger marketing
借势营销Momentum marketing 情感营销Emotional marketing
●● ●
Wine and coffee,I just love this cup!
酒和咖啡，我就是爱这杯!
TV
Internet
Phone
Newspaper
Where do advertisements usually appear
The mass media
Discuss in groups:
Where do advertisements usually appear
teleplay 电视剧
专门为您调制的感风灵
芒果tv睡酒
How many parts of this passage
What are they
In just one day,a person can see hundreds of marketing messages.Advertising has
1 become 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.
5 The history of advertising has always been closely linked with that of the mass
2 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.
10 Becausethe 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
3
times,a huge number of people will know about the product or service it is
advertising.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 launchesh mass media advertising campaign.
Main idea of each paragraph
Reading for main idea
Reasons
原因
Definition
定义
Relationship
关系
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.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.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.
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.
brand ambassador
品牌大使
slogan
口号，广告语
25
5
30
4
20
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.
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.
In the past,advertising was all about reaching as many people as possible with the
same message Now,dvertising 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.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.
Development
发展
Product placement 植入式广告
6
35
40
7
45
Advertising: the power of persuasion 说服的力量
Part 2:Para.2-3
Relationship between
advertising and mass media 广告与大众传媒的关系
Part 3:Para.4-6 Techniques used in advertising
广告中的技巧
Part 4:Para.7 Future
development of advertising 广告的未来发展
Para.2
History历史
Para.3
(1) Reasons for advertising
on mass media
Para.4 (2) Slogans
Para.5
(3) Brand ambassadors
Para.6
(4)_ Product placement
Read for structure
Part 1:Para.1 Definition 定义
In just one day,a person can see hundreds of marketing messages.
Advertising has become 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.
一天之内， 一个人可以看到数百条促销信息。广告已成为现代生活的一部 分。但是广告到底是什么 简而言之，它指的是推销产品或服务的活动。 换言之，它(广告)试图说服人们去购买一种产品或服务。
Paragraph 1
It refers to the activity of promoting a product or service. 它指的是推销产品或服务的活动。
It tries to persuade people to buy a product or service. 它试图说服人们去购买一种产品或服务。
What is advertising
Read for information:Paragraph 1
Paragraph 2
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 colorful, interactive ones in smartphone apps,advertising and the
mass media 交互式广告是指任何要求或允许浏览者做出行动的广告。n in
通 常 我 们 把 “ 行 动 ” 定 义 为 发 出 请 求 或 在 网 页 上 查 找 详 细
number anc
形式：插播式广告/搜索广告/链接式广告/在线互动广告
广告的历史特点： 互动性，反馈性，及时性，精确性等 勺简
单广告到智能手机应用程序上多彩的交互式广告，广告和大众传媒携手发
展。正如媒体渠道的数量和类型不断增加，广告也在不断发展。
What's the change we can see from advertisements
自带光环的人没
薇娅、李佳琦!
特别是格力电器董事长
董明珠
微视首发
Painted on outdoor signs Colorful,interactive ones in smartphone
apps.Media channels have grown.
Read for information:Paragraph 2
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，因此成为广告商进行宣传的完美工具。如果在热门网站 或黄金时段的电视节目投放一则广告，许多人都会知晓它所宣传的产品或服 务。
Paragraph 3.
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 when a company wants to promote a product or service,it often
launches a mass media advertising campaign.
一则成功的广告除了让人们了解一种产品或服务外，还会激发人们的购买
欲 ，从而促进业务增长。那就是为什么一家公司在想要推广一种产品或服 务时，常常会在大众传媒上发起一系列广告活动。
Paragraph 3
The relationship between them:
Their histories have been closely linked,
and they have developed hand in hand.
The functions of combination:
Function 1
To make people aware of a product or service.
Function 2
To create a desire for people to buy it,
thus to boost business.
Mass media
&
Advertisements
Read for information:Paragraph 2-3
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 creat 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特征，广告商开发了多种说服人们购买其产品
或服务的方式。制造影响力的一个常见技巧是创造一条让人难忘的广告语。 广告语用简单但令人印象深刻的语言来让我们记住正在宣传的产品或服务。
Paragraph 4
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 favorite 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 将其意在推销的精美陶瓷茶壶与拥有优雅品味所带来的自豪感相联系。你 在任何时候看电视，都会听到各种各样的广告词。想想你最喜欢的那一条。
Paragraph 4
Para 4-6
Main idea: techniques 技巧used by advertisers
What are the techniques employed by advertisers
1.a memorable slogan 令人难忘的口号
simple but
impressive language
简单但令人印象深刻的语言
appeal to our
emotions
引起我们的情感共鸣
McDonald's
i'm lovin'it
Think different.
JUST DO IT.
Can you speak out the brands according to these slogans
Impossible is nothing
没什么不可能的
Connecting people 科技以人为本
Tide's in,dirt's out. 汰渍到，污垢逃。
Think different
非同凡响
Just do it!
只管去做!
i'm lovin'it
我就喜欢
它有什么特别之处 它想要传达什么信息 一条能有效地传达一种理念
的广告词可以促进销售，甚至成为流行文化的一部分。那就是令人难忘 的广告词所拥有的力量。
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.
Paragraph 4
Paragraph 5
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.
广告商经常使用的另一种手段是将他们的公司或产品与一位“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。想想一家受欢迎的快餐店。它有 品牌大使吗 该品牌大使是否受到潜在消费者的喜爱 我们越喜欢这位品牌大使，就越 会被吸引去购买相关产品。
Para 4-6
What are the techniques employed by advertisers
2.brand ambassador 品牌大使
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.
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，有些广告并不那么明显。例如，植入式广告通常用于票房大卖的电
影和收视率高的电视节目。现在有些电影是由知名品牌赞助的，所以只有 他们的产品出现在电影中，就像詹姆斯 ·邦德电影中主角戴的手表。
Paragraph 6
Paragraph 6
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.
其他类型的大众媒体也使用植入式广告，包括电子游戏。在体育电子游戏系
列中，带有真正品牌名称的不同游戏内置设备并不少见。我们没有多加考虑 就记住了这些促销信息，而它们有可能会在我们下次购物时对我们产生影响。
Para 4-6
What are the techniques employed by advertisers
3.product placement 植入式广告
Where can the advertisement be placed
films with huge box-office success
TV shows with high ratings
The power of persuasion
Ways to attract attention
Placement like creative videos
brand ambassador
slogans
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.
在过去，广告都是为了让尽可能多的人得到同样的信息。现在，广告越来
越数字化和个性化。我们可能已经在网上看到了以前在网上搜索过的产品 或服务的广告，然后很可能会收到专门针对我们的特别折扣和促销。
Paragraph 7
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.
在未来，广告将更多地了解个人客户，并向他们发送针对特定需求的广告。
这不仅会让他们感到更被重视，让他们看到自己最感兴趣的东西，而且还能 帮助公司更有效地瞄准客户，对销售产生积极影响。
Paragraph 7
Change 变化 wide audience
(1)more digital and
(2)more personalized
Para.7
Future 未来 understand (3)individual customers and send them advertisements that are tailored to
Para.7 Change and future
(4)special needs
In the past
Reaching as many people as possible with the same message
让尽可能多的人知道同样的信息。
Now
Becoming more digital and more personalized.
变得越来越数字化和个性化。
In the future
Understanding individual customers and sending them
advertisements that are tailored to their specific needs
更多地了解个人客户，并向他们发送针对特定需求的广告。
What is the difference between advertising in the past,now and in the future 过去、现在和未来的广告有什么不同
Read for information:Paragraph 7
.
.
What is the author's attitude towards advertisement
A.Positive积极的 B.Negative消极的
☆Objective客观的 D.Subjective 主观的
Why advertising is so annoying
为什么广告这么烦人

展开更多......

收起↑