資源簡介

(共38張PPT)
Unit 1 The mass media
Extended Reading
Advertising:the power of persuasion
廣告 ：說服的力量
你沒事吧 你沒事吧
你沒事吧 直辣條
你沒事吧 束王子
你沒事吧 你沒事吧
你沒事吧 你沒事吧
沒事就吃溜溜梅
Advertisement
廣告
To persuade the target to buy their products
說服目標客戶購買他們 的產品
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 你是否曾經在看到產
品或服務的宣傳廣告后就購買了 為什么或者為什么不呢
Discussion
Did you drink the first cup of milk tea in autumn 秋天的第一杯奶茶喝了嗎
饑餓營銷 Hunger marketing
借勢營銷Momentum marketing 情感營銷Emotional marketing
●● ●
Wine and coffee,I just love this cup!
酒和咖啡，我就是愛這杯!
TV
Internet
Phone
Newspaper
Where do advertisements usually appear
The mass media
Discuss in groups:
Where do advertisements usually appear
teleplay 電視劇
專門為您調制的感風靈
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
定義
Relationship
關系
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
口號，廣告語
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
發展
Product placement 植入式廣告
6
35
40
7
45
Advertising: the power of persuasion 說服的力量
Part 2:Para.2-3
Relationship between
advertising and mass media 廣告與大眾傳媒的關系
Part 3:Para.4-6 Techniques used in advertising
廣告中的技巧
Part 4:Para.7 Future
development of advertising 廣告的未來發展
Para.2
History歷史
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 定義
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.
一天之內， 一個人可以看到數百條促銷信息。廣告已成為現代生活的一部 分。但是廣告到底是什么 簡而言之，它指的是推銷產品或服務的活動。 換言之，它(廣告)試圖說服人們去購買一種產品或服務。
Paragraph 1
It refers to the activity of promoting a product or service. 它指的是推銷產品或服務的活動。
It tries to persuade people to buy a product or service. 它試圖說服人們去購買一種產品或服務。
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 交互式廣告是指任何要求或允許瀏覽者做出行動的廣告。n in
通 常 我 們 把 “ 行 動 ” 定 義 為 發 出 請 求 或 在 網 頁 上 查 找 詳 細
number anc
形式：插播式廣告/搜索廣告/鏈接式廣告/在線互動廣告
廣告的歷史特點： 互動性，反饋性，及時性，精確性等 勺簡
單廣告到智能手機應用程序上多彩的交互式廣告，廣告和大眾傳媒攜手發
展。正如媒體渠道的數量和類型不斷增加，廣告也在不斷發展。
What's the change we can see from advertisements
自帶光環的人沒
薇婭、李佳琦!
特別是格力電器董事長
董明珠
微視首發
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.
大眾傳媒受眾很廣，因此成為廣告商進行宣傳的完美工具。如果在熱門網站 或黃金時段的電視節目投放一則廣告，許多人都會知曉它所宣傳的產品或服 務。
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.
一則成功的廣告除了讓人們了解一種產品或服務外，還會激發人們的購買
欲 ，從而促進業務增長。那就是為什么一家公司在想要推廣一種產品或服 務時，常常會在大眾傳媒上發起一系列廣告活動。
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.
基于激發購買欲背后的心理特征，廣告商開發了多種說服人們購買其產品
或服務的方式。制造影響力的一個常見技巧是創造一條讓人難忘的廣告語。 廣告語用簡單但令人印象深刻的語言來讓我們記住正在宣傳的產品或服務。
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.
其中一些廣告詞可能也會引起我們的情感共鳴。例如， 一條廣告詞可能會 將其意在推銷的精美陶瓷茶壺與擁有優雅品味所帶來的自豪感相聯系。你 在任何時候看電視，都會聽到各種各樣的廣告詞。想想你最喜歡的那一條。
Paragraph 4
Para 4-6
Main idea: techniques 技巧used by advertisers
What are the techniques employed by advertisers
1.a memorable slogan 令人難忘的口號
simple but
impressive language
簡單但令人印象深刻的語言
appeal to our
emotions
引起我們的情感共鳴
McDonald's
i'm lovin'it
Think different.
JUST DO IT.
Can you speak out the brands according to these slogans
Impossible is nothing
沒什么不可能的
Connecting people 科技以人為本
Tide's in,dirt's out. 汰漬到，污垢逃。
Think different
非同凡響
Just do it!
只管去做!
i'm lovin'it
我就喜歡
它有什么特別之處 它想要傳達什么信息 一條能有效地傳達一種理念
的廣告詞可以促進銷售，甚至成為流行文化的一部分。那就是令人難忘 的廣告詞所擁有的力量。
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.
廣告商經常使用的另一種手段是將他們的公司或產品與一位“品牌大使”聯系起來——
一位著名的演員、體育明星，甚至是一個虛構的人物。想想一家受歡迎的快餐店。它有 品牌大使嗎 該品牌大使是否受到潛在消費者的喜愛 我們越喜歡這位品牌大使，就越 會被吸引去購買相關產品。
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.
當然，有些廣告并不那么明顯。例如，植入式廣告通常用于票房大賣的電
影和收視率高的電視節目。現在有些電影是由知名品牌贊助的，所以只有 他們的產品出現在電影中，就像詹姆斯 ·邦德電影中主角戴的手表。
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.
其他類型的大眾媒體也使用植入式廣告，包括電子游戲。在體育電子游戲系
列中，帶有真正品牌名稱的不同游戲內置設備并不少見。我們沒有多加考慮 就記住了這些促銷信息，而它們有可能會在我們下次購物時對我們產生影響。
Para 4-6
What are the techniques employed by advertisers
3.product placement 植入式廣告
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.
在過去，廣告都是為了讓盡可能多的人得到同樣的信息。現在，廣告越來
越數字化和個性化。我們可能已經在網上看到了以前在網上搜索過的產品 或服務的廣告，然后很可能會收到專門針對我們的特別折扣和促銷。
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.
在未來，廣告將更多地了解個人客戶，并向他們發送針對特定需求的廣告。
這不僅會讓他們感到更被重視，讓他們看到自己最感興趣的東西，而且還能 幫助公司更有效地瞄準客戶，對銷售產生積極影響。
Paragraph 7
Change 變化 wide audience
(1)more digital and
(2)more personalized
Para.7
Future 未來 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
讓盡可能多的人知道同樣的信息。
Now
Becoming more digital and more personalized.
變得越來越數字化和個性化。
In the future
Understanding individual customers and sending them
advertisements that are tailored to their specific needs
更多地了解個人客戶，并向他們發送針對特定需求的廣告。
What is the difference between advertising in the past,now and in the future 過去、現在和未來的廣告有什么不同
Read for information:Paragraph 7
.
.
What is the author's attitude towards advertisement
A.Positive積極的 B.Negative消極的
☆Objective客觀的 D.Subjective 主觀的
Why advertising is so annoying
為什么廣告這么煩人

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