Unit1ThemassmediaExtendedreadingAdvertising:thepowerofpersuasion內容分析：【What】本板塊的語篇話題是一篇雜志文章，作者從多個角度闡釋了廣告的影響力，即說服受眾購買某個產品或某種服務的力量。文章從廣告的定義、歷史、作用、形式、未來發展趨勢等方面進行介紹，清晰地說明了廣告與大眾傳媒、商業活動、科技進步以及日常生活的緊密聯系，揭示了廣告文化的意義和特色。【Why】本板塊的語篇旨在通過介紹廣告如何說服受眾，引導學生正確認識廣告的內涵，理解廣告的作用，感受無處不在且豐富多樣的廣告文化對人們產生的影響，并啟發學生思考廣告的發展給社會生活帶來的種種變化。【How】本板塊的語篇是雜志說明文，主旨明確，結構清晰。語篇緊扣標題中的關鍵詞persuasion，說明了廣告最核心的目的。文章首先通過廣告與大眾傳媒的緊密關系，說明了廣告如何通過大眾傳媒發揮影響力；其次介紹了廣告設計依據顧客購買欲心理所采用的幾種技巧；最后展望廣告未來的發展方向。在寫作手法上，作者利用舉例、對比和向讀者提問等方式引導讀者練習現實生活，使得說明更加通俗易懂。教學目標：Bytheendofthissection,studentswillbeableto:1.understandwhyandhowadvertisingpersuadespeopleintopurchasingaproductorservice;2.analysethewritingtechniquesofthearticle;3.findoutthetechniquesusedintheirfavouriteadvertisements;4.explaintheirattitudestowardsadvertisingtailoredtoindividualcustomers’needs.教學重難點：Studentswillfigureoutalittlebithardforthemto:1.analysethetechniquesoftheadvertisements;2.expresstheirownattitudestowardsadvertising.教學過程：Step1Lead-inEnjoyavideo,introducingafunnyadvertisement.Afterwatchingthevideo,studentsgettotalkaboutadvertisingmethods.Step2DiscussionAskthestudentstodiscussionthequestions:Haveyoueverpurchasedaproductorserviceafterseeingtheadvertisementpromotingit?Whyorwhynot?Step3MainideasofparagraphsListenandthentellthemainideasofeachparagraph.1.Definition2.Relationship3.Functions4.Thetechniqueofcreatingaslogan5.Thetechniqueofrelatinga“brandambassador”6.Productplacement7.ThefutureofadvertisingStep4AnalysisHavestudentsreadthearticleandfillinthefollowingchart.Step5CarefulreadingHavestudentsreadeachparagraphandanswerthequestions:Para.1:Q:Whatisadvertising?A:Itreferstotheactivityofpromotingaproductorservice.Inotherwords,itreferstopersuadepeopletobuyaproductorservice.Para.2:Q:Whatistherelationshipbetweenadvertisingandthemassmedia?A:Thehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.Fromtheancientsimpleadvertisementspaintedonoutdoorsignstothecolorful,interactiveonesinsmartphoneapps,advertisingandthemassmediahavedevelopedinhand.Para.3:Q:Whydoesacompanylaunchamassmediaadvertisingcampaignwhenitwantstopromoteaproductorservice?A:Becausethemassmediareachessomanypeople,itisaperfectvehicleforadvertisers.Inadditiontomakingpeopleawareofaproductorservice,asuccessfuladvertisementwillalsocreateadesiretobuy,thusboostingbusiness.Para.4-Para.6:Q:Whatwaystheadvertisershavedevelopedtopersuadepeopleintopurchasingtheirproductsorservices?A:Slogans,brandambassadorsandproductplacement.Q:Whatwaysaresloganusedtomakeusremembertheproductorservice?A:Slogansusesimplebutimpressivelanguage.Q:Whocanbea“brandambassador”?Whytheyemploythebrandambassadortopromotetheirproductorservice?A:Afamousactor,asportsstar,orevenafictionalcharacter.Becausethemorewelikethebrandambassador,themorewewillbeattractedtobuytheproduct.Q:Whydidtheauthorsaysomeadvertisementsarenotsoobvious?Whatmassmediauseproductplacement?A:Productplacementistypicallyusedinfilmswithhugebox-officesuccessandTVshowswithhighratings.BesidesthefilmsandTVshows,othertypesofmassmediauseproductplacementtoo,includingvideogames.Para.7:Q:Whatarethepast,presentandfutureofadvertising?A:Inthepast,advertisingwasallaboutreachingasmanypeopleaspossiblewiththesamemessage,Now,advertisingisbecomingmoredigitalandmorepersonalized.Inthefuture,advertisingwillbeevenmoreaboutunderstandingindividualcustomersandsendingthemadvertisementsthataretailoredtospecialneeds.Step6FurtherthinkingWhatisyourfavouriteadvertisement?Whattechniquesdoesitusetopromotetheproductorservice?Step7CriticalthinkingWhatadvantagesanddisadvantagestheadvertisingbringstous?Whatisyourownattitudetowardsit?Step8RetellingHelpstudentsretellthearticle.Step9LanguagepointsWordstudy:advertise/??dv?ta?z/v.Itpaystoadvertise.做廣告是值得的。Weadvertisedinthepapers.Theyadvertisedtheirgoods.Ishalladvertiseforsomeonetogowithme.我將登廣告尋人和我同去。advertisement/?d?v??t?sm?nt//??dv?r?ta?zm?nt/=adadvertiser/??dv?ta?z?(r)/Haveatry1.Ifanadvertisement(advertise)isplacedonapopularwebsiteoronTVatpeaktimes,ahugenumberofpeoplewillknowabouttheproductorserviceitisadvertising(advertise).2.Slogansusesimplebutimpressivelanguagetomakeusremembertheproductorservicebeingadvertised(advertise).3.Becausethemassmediareachessomanypeople,itisaperfectvehicleforadvertisers(advertise).Wordstudy:persuadev.說服,勸服persuadesb.ofsth.persuadesb.todosth.=persuadesb.intodoingsth.persuadesb.nottodosth.=persuadesb.outofdoingsth.persuasionn.說服；勸說；信念persuasive adj.有說服力的Haveatry1.Hewassweetenedbyherpersuasion(persuade).2.HowcanIpersuadeyouofmysincerity?3.Based(base)onthepsychologybehindcreatingadesiretobuy,advertisershavedevelopedwaysofpersuadingpeopleintopurchasing/topurchase(purchase)theirproductsorservice.Wordstudy:代詞thatThehistoryofadvertisinghasalwaysbeencloselylinkedwiththatofthemassmedia.(lines5-6)that指代前文的historythat代替與前面同類不同一的事物。that表特指，相當于the+名詞。它可以代替可數名詞，也可以代替不可數名詞。代替可數名詞時，復數形式為those。that可以根據語義在它的后面加上一些定語，多數是of短語；它的前面不能存在任何定語。that只能代指物。Haveatry1.Ihaveboughtanewwatchbecausemyoldonedoesn’twork.2.TheweatherinsummerhereislikethatinBeijing.3.ThehatyouboughtisbiggerthanthatIbought.4.TheinformationontheInternetgetsaroundmuchmorerapidlythanthatinthenewspaper.5.Therecorderisbetterthantheone/thatIboughtlastyear.6.Itisourbeliefthatimprovementsinourhealthcarewillleadtoastronger,moreprosperouseconomy.Inadditiontomakingpeopleawareof...,asuccessfuladvertisementwillalsocreateadesiretobuy,thusboostingbusiness.(lines13-14)boostv.tomakesthincrease,betterormoresuccessful使增長；使興旺 n.幫助；激勵；增長；提高boostsb’sconfidence/morale增強某人的信心/士氣atremendous/welcomeboost極大的/反應熱烈的激勵aboostincarsalesThetaxcutswillgiveamuchneededboosttotheeconomy.Sentencepattern:倒裝Asmediachannelshavegrowninnumberandtype,sohaveadvertisements.(line9)基本句型結構：so/neither/nor+be動詞/助動詞/情態動詞+主語”……也(不)是如此Haveatry1.Heranswerisnotacceptable,andneither/norismine(我的也是如此).2.—Maggiehadawonderfultimeattheparty. —C,andsodidI.??A.Soshehad??B.Sohadshe???C.SoshedidD.Sodidshe3.—Father,youpromised!—Well,D.Butitwasyouwhodidn’tkeepyourwordfirst.

A.sowasI??B.sodidI???C.soIwas?????D.soIdidWordstudy:appealn.懇求；呼吁；上訴；吸引力n.(體育比賽中)訴請裁決v.呼吁；有吸引力；求助；訴請Thecommunityisappealingtoeveryonetosavewater.adj.appealing引起興趣的；動人的；懇求的Haveatry1.Wemadeanappealtothevillagersformoneytobuildthebridge.2.Thepoliceappealedtothecrowdnottopanic._(向群眾呼吁不要驚慌)3.Shewillappealagainstthejudge’sdecision.4.Thedesignhastoappealtoallagesandsocialgroups.5.Theideaofaholidayabroadissurelyappealing(受歡迎).Phrasestudy:anytimeYouwillhearavarietyofslogansanytimeyouwatchTV.(line23)...yettheywillprobablyhaveaneffectonusthenexttimewegoshopping.(lines39-40)each/every/any/lasttime每次、任何一次、上一次thenext/first/second/all/wholetime具體的“下次、第一次”等Practice1.每次坐船，我都要暈船。EverytimeItravelledbyboat,Igotseasick.2.你什么時候想回來，我們都歡迎。Youarewelcometocomebackanytimeyouwantto.3.他第一次到倫敦就來看望我的母親。Hecametoseemymotherthefirsttim