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(共40张PPT)
Unit 1 Extended Reading
Advertising:
the power of persuasion
Lead-in
Have you ever bought a product or service after seeing the advertisement promotion Why or why not
What aspects will be talked about in the article
What is advertising
How does advertising persuade
people to buy something
What is the effect of advertising
......
Prediction
1
Global reading
Find the topic sentence and key words of each paragraph.
history
reasons/functions
definition
technique: slogans
technique: brand ambassadars
product placement
development
一个主题句常常是一个段落的开头，其后的句子则是论证性细节。在说明文，科技文献和新闻报道中多采用这种格式。
People have different tastes in food. Some feel that they haven't eaten a meal unless they have had steak or other red meat. Some prefer chicken or fish and eat one or the other at every meal. Others prefer vegetables and fruits or grains and would enjoy a meal of spaghetti, eggplant, and fresh fruit. Others could live on what were called fast--foods: a hamburger or hot dog, French fries and a soft drink.
主题句在段首
作者先摆出事实依据，层层推理论证，最后自然得出结论，即段落的主题。本段的中心思想在结尾句得到体现，它是此段内容的结论。
Some students prefer a strict teacher who tells them exactly what to do. Others prefer to be left to work on their own. Still others like a democratic discussion type of class. No one teaching method can be devised to satisfy all students at the same time.
主题句出现在段尾
当主题句被安排在段中间时, 通常前面只提出问题, 文中的主题由随之陈述的细节或合乎逻辑的引申在文中导出, 而后又作进一步的解释, 支撑或发展.
Nothing is as useful as a flashlight on a dark night if a tire goes flat. Few inventions are so helpful to a child who is afraid of the dark. In fact, the modern flashlight brings light to many dark situations. Finding something in the back of a closet is easy with a flashlight in hand . A camper also needs one after the light of the campfire has been out.
主题句在短文中间
1)关注一些表征强转折关系的连词
“but, yet, however, in fact, indeed,”等，这些词后面连接的通常都是一段话的主题句。
2) 关注一些表征总结性，结论性的词：
“in brief/short, above/in/after/all in all, in conclusion, in a word”等，这些词后面连接的通常也都是一段话的主题句。
3) 如果主题句含有show, indicate和suggest等词，重点看其后的宾语从句。
主题句在短文中间
“Have you seen the Batman movie There is a scene where he and Alfred are shooting bullets to try and figure out which specific type of bullet they are trying to find,” said Benites-Palomino, lead author of the research. “Our research was conducted in exactly the same way. We have these experiments in the wild where predators are attacking their prey, and then afterwards we try to compare which is the best scene for what we're finding there.
What does paragraph 3 mainly talk about
A.The scene of animal fights. B. The method of the research.
C.The introduction of a movie D. The danger of the experiments.
主题句在短文中间
没有明确的主题句时，必须根据文篇中所提供的事实细节，进行全面考虑，综合分析，然后找出共同的东西，归纳成一般概念。必须注意的是，既不能以偏概全，也不能在概括时过于宽泛，要恰如其分。
主题句隐含在全文中
Joshua Bingham studied 4 years at the University of Paris and decided to leave his graduation. He transferred to the University of Berlin and graduated with honors. Harvard Law School and, later, Boston College provided him with an excellent legal background. He is presently a corporation lawyer in Miami, Florida.
Q: What is the main idea of the passage
A. How Joshua Bingham became a lawyer.
B. Bingham is a diligent student.
C. Joshua Bingham received an excellent education.
D. A good lawyer needs good education.
主题句隐含在全文中
从段落中寻找高频率词，任何一篇文章都是围绕某个主题展开的，因此，许多文章中最明显的特点之一是有一个反复出现的中心词，即高频词，也叫做主题词.
主题句隐含在全文中
In the upper part of the tunnel two air-conditioning pipes remove the waste gas of trucks and cars and keep the quality of air inside the tunnel. The lighting is at the top of the tunnel, … The wall is made up of four main elements, which include a waterproofing covering and, on the inside of the tunnel, a concrete lining. Each tunnel is roughly round and the lower part of the tunnel is somewhat flat. … along the length of the tunnel. The fire main is at the side of the tunnel and at the level of the road surface. Other systems in the tunnel will include emergency phones.
2. The passage is mainly about______.
A. the construction of a road
B. the design of a road
C. the construction of two railways
D. the design of two tunnels
Para. 2--- History
Para. 1--- Definition
Para. 3--- Reasons
Para. 4--- Technique:Slogans
Para. 5--- Brand ambassadors
Para. 6--- Product placement
Para. 7--- Development
Part 1
Part 2
Part 3
Part 4
Introduction
Relationship between
advertising and mass
media.
Techniques used
by advertisers.
development
Structure
Questions：
1. What is advertising
Detailed reading
Part1
(Para. 1)
Commercial Ad
PSA
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. (Para.1)
1. What is advertising
Words and expressions
1. advertise
2. in short
3. refer to
4. promote
5. in other words
6. persuade sb to do
= persuade sb into doing
1.做广告/登广告/征聘/宣传
2.简而言之
3.指的是/涉及 /参考
4.促销/促进/推广/升职
5.换句话说 that is to say
6. 说服某人做...
Questions：
2. What determines the way of advertising
3. What are the functions of advertising
Detailed reading
Part2
(Para. 2-3)
Mass media. (pa.2)
closely linked with
develop hand in hand
2. What determines the way of advertising
an advertisement placed on website / TV
make a huge number of
people aware of it
create a desire to buy
perfect vehicle for advertisers
boost business
3. What are the functions of advertising
Words and expressions
1. be closely linked with
2. sign
3. hand in hand
4. channel
1.与..有密切联系
2.n.迹象/标志/指示牌/手势 v.签名/示意
3.手拉手/联合
4.途径/渠道/频道/电视台
Words and expressions
1. be placed on
2 at peak times
3. in addition to +n/doing
4. make people aware of
5. a desire to do
6. boost
7. launch a campaign
= wage a campaign
1.被放置在
2.在高峰时期
3.除...之外
4.使人们意识到/知道...
5 ...的欲望
6.使增长/兴旺 n.增长/提高/帮助/激励
7.发起一项运动
Questions：
How to persuade people into purchasing products or services
Detailed reading
Part3
(Para. 4-6)
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
memorable slogans:
simple but impressive language
appeal to our emotions
One world，one dream
We lead, others copy
To be No.1
Ask for more
brand ambassador
A famous actor, a sports star, or even a fictional character.
The more we like the brand ambassador, the more we will be attracted to buy the product.
Where can the advertisement be placed
films with huge box-office success and TV shows with high ratings
video games
product placement
Any other techniques
attractive plot
music
Words and expressions
1. be based on
2. appeal to
3. connect...with ...
4. a fine china teapot
5. aim to do
6. get ...across
7.communicate an idea effectively
1.根据 /以...为基础
2.呼吁/上诉/要求/吸引
3.连接/与……联系
4.精美的瓷器茶壶
5.想要/指望做...
6.传达/被理解/把...讲清/楚通过
7.有效传达一种理念
Words and expressions
1. link...to
2 a brand ambassador
3. a fictional character
4. be popular among/ with sb
5. potential customers
1.把...与...联系起
2.品牌大使
3.一个虚构人物
4.受某人欢迎
5 潜在的顾客
Words and expressions
1. product placement
2 films with huge box-office success
3. TV shows with high ratings
4. leading brands
5. video games
6. in-game equipment
7. maketing messages
1.产品植入
2.超高票房的电影
3.高收视率的电视节目
4.知名品牌
5.电子游戏
6.游戏装备
7.促销信息
reaching as many people as possible
more digital
more personalized
In the past
Now
change:
understand individual customers and send them advertisements that are tailored to special needs.
future:
What is the difference between advertising in the past, now and in the future
Detailed reading
Part4
(Para. 7)
Words and expressions
1. as...as possible
2. personalized
3. search for
4. target at
5. specifically
6. be tailored to
1.尽可能...
2.adj.个性化的 个人化的
3.搜寻
4.针对....
5.专门地/具体地
6.为...定制的 适应/迎合...
What are writing techniques the writer
uses in this article to convince us
Appreciation
The first and the last sentences echoing and explaining each other
01
Retorical questions
02
Giving examples
03
1. Advertising is a form of modern art.
2. Advertising is the key part of modernbusiness.
Post reading
Commercial Advertisement VS. Public Service Advertisement
advertisement：
sell a product or service
advertisement:
inform and educate people
Commercial
Public service
The Power of Persuasion in
Public Service Advertisement
Recruit designers
In order to deal with the littering phenomenon in our school, we are recruiting designers now. Please design a public service advertisement by using three techniques.
Our slogan is...
We choose ... as our propaganda ambassador because he/she...
We are expected to place our advertisement on sp.
Homework
Polish your advertisements by drawing some pictures and show them on the class bulletin board.

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