资源简介

(共23张PPT)
Unit 1 The mass media
Integrated skills
Discussing online news media
What is media
The term media, which is the plural of medium, is the term we use to refer to different types of media that provide us with important information and knowledge.
这个词是medium的复数形式，我们用它来指代为我们提供重要信息和知识的不同类型的媒介。
Lead-in
The types of media
Print Media
Newspapers
Magazines
Books
Banners 横幅
Billboards 广告牌
Brochures 宣传册
Flyers 传单
Broadcasting Media
Television
Radio
Movies
Internet/
Digital Media
Social networks or websites 社交网络或网站
Online forums 线上论坛
Podcast 播客
The rise of online news media
The past decades have witnessed the rapid development of online news media. In the mid-1990s, due to the popularity of personal computers and increased Internet access, some newspapers began to publish their own digital editions on the Internet. People can read the same content online as is printed in the newspapers every day.
过去的几十年见证了网络新闻媒体的快速发展。在20世纪90年代中期，由于个人电脑和互联网的普及，一些报纸开始在互联网上发布自己的电子版本。人们每天可以在网上阅读与报纸上印刷的相同的内容。
Reading
By the end of 1999, about 1,000 newspapers in China had set up their own online news platforms. At almost the same time, news websites with no print editions sprang up. They made a hit immediately because of a wider range of stories and almost instant updates of news events. Interaction was also encouraged as readers could post their own comments.
到1999年底，中国约有1000家报纸创建了自己的线上/网络新闻平台。几乎与此同时，没有印刷版的新闻网站如雨后春笋般出现。由于报道的故事范围更广，新闻事件几乎即时更新，它们立即大获成功。互动也被鼓励，因为读者可以发表自己的评论。
Then we entered the smartphone era. Nowadays there are hundreds of thousands of news apps and official news media accounts on social media, with a total membership of over 700 million in China. Smartphone owners are finding it easier to read news on their mobile devices. They can check the latest news any time at any place.
然后我们进入了智能手机时代。如今，中国社交媒体上有数十万个新闻app和官方新闻媒体账号，会员总数超过7亿。智能手机用户发现在他们的移动设备上阅读新闻更容易。他们可以随时随地查看最新消息。
As the chart shows, technology has transformed the way people get news during the past years. From print media to broadcast media to online media, reading news has become a more personal and comprehensive experience than ever before. The variety and accessibility of online news means that the rapid rise of online news media is unlikely to stop.
如图所示，在过去的几年里，科技已经转变了人们获取新闻的方式。从纸媒/印刷媒体到广播媒体再到网络/线上媒体，阅读新闻已经成为一种比以往任何时候都更加个人化和全面的体验。网络新闻的多样性和可访问性意味着网络新闻媒体的快速崛起不太可能停止。
1. How has online news media developed over time
publish their own digital editions on the Internet
their own online news platforms
interactive
with a total
membership of over 700 million
on mobile devices at any time and at any place
2.What information can you get from the chart
Over the past 15 years, online media has become ___________ popular, while the number of people who use broadcast media has decreased _________, and the number of people who use print media has been in _______________________ .
increasingly
slightly
has declined sharply
1 在过去的几十年里
2 见证快速发展
3 由于
4 私人电脑的普及
5 互联网普及/互联网接入增加
6 电子版
7 创立线上新闻平台
8 迅速出现；突然兴起
9 大获成功/大受欢迎
the past decades
witnessed the rapid development
due to
the popularity of personal computers
increased Internet access
digital editions
set up online news platforms
spring up (sprang up)
make a hit (made a hit)
10 范围更广的故事
11 即时更新的新闻事件
12 （在网上）发布评论
13 进入智能手机时代
14 官方新闻媒体账号
15 如图表所示
16 转变方式
a wider range of stories
entered the smartphone era
official news media accounts
instant updates of news events
post comments
As the chart shows
transformed the way
Listen to the interview and fil in the blanks.
1. To learn about a specific topic from print newspapers or TV broadcasts, people would have to carefully _______________ or wait until a certain time of day, and by then the stories may have already _________________.
2. According to one study, _____________ of online news readers regularly comment on articles.
B1
check every page
developed further
38 percent
Listening
3. If people find an interesting online news article, they can quickly let their friends know by sending them ______ to the story or sharing it on _____________.
4. A recent survey of ___________ found that _____________ trust print news more than online news.
a link
social media
300 people
65 percent
Listen to the interview again and complete the notes below.
Miss Smith’s opinion on online news media
Reasons for the popularity of online news media
People have (1) _________________ to news.
Readers can get the (2) _____________ whenever and wherever
they want.
With (3) ________________, people can simply type in their search words and click “Search” to get the news they want.
Online news media makes it easy for people to interact with others and talk about news.
much easier access
latest updates
news sites or apps
B2
The future of online news media
It will develop (4) ___________ with print news media.
Print news media is still viewed by many people as more trustworthy than online news media.
It is hard to change people’s (5) ____________. Some people just enjoy the feeling of (6) ___________________________ when reading news.
hand in hand
reading habits
holding a physical newspaper
The ChocoLoco chocolate bar was first introduced in 2000. T / F
2. In the first year, sales of the ChocoLoco bar were higher than expected. T / F
3. After the packaging was changed, the percentage of people buying the ChocoLoco bar fell to 12.5%. T / F
Ron McCartney, CEO of Candy Corporation, is being interviewed about the sales of the company’s ChocoLoco chocolate bar. Listen to the interview and decide whether the following statements are true (T) or false (F). Circle the incorrect information in the false statements and correct it in the blanks.
____ 2000→2005__ __
_higher→lower__ __
________ _____ fell→rose__ __
B1
Page 60
Listening
4. In 2015 a famous actress starred in the advertisements. T / F
5. Currently, 25% of people buying chocolate bars choose the ChocoLoco bar. T / F
6. A brand new advertising campaign will be launched next week. T / F
T__ __
25%→19%__ __
T__ __
How do you build a successful ad campaign
Your target audience
You need to know your audience to
(1) _______________________for the right people.
In order to identify your target audience, you need to research and consider many factors such as age, gender, location, income and (2) ___________________.
Ron McCartney is giving a presentation about how to build a successful ad campaign. Listen to the presentation and complete the notes below.
create the right message
lifestyle
B2
Page 61
Your message
Your message works best when it appeals to (3)_________________.
You need to figure out the answers to several questions. For example:
What aspects of the product would your target audience care about or take an interest in
How do you want them to (4) ___________your product
Ways to get your message across
You can use (5) __________, or ads in newspapers or magazines, as well as on radio, television, websites or social media apps. It mainly depends on your audience and their (6) ___________________.
the audience’s emotions
feel about
posters
media habits
Rescue workers from around the world are doing their best to save the children trapped in the cave.
The important trade figures for September will be released next weekend.
Children have a natural curiosity about the world around them.
He felt very angry when (he was) accused of lying.
You should list the tasks in order of priority.
Our school is committed to the all-round development of every student.
It is very expensive to advertise on TV at peak times.
It took him two hours to get his ideas across.
Page 58
D
Translating
Thank you!

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