PAGEPAGE1Unit5Insideadvertising形形色色的廣告是我們生活中的一個(gè)部分，那么你知道廣告制作者應(yīng)當(dāng)運(yùn)用哪些技術(shù)來制作廣告嗎？●Repetition：Someadvertisersconcentrateonmakingsuretheirproductiswidelyrecognized.●Bandwagon(潮流)：Byimplyingthattheproductiswidelyused，advertisershopetoconvincepotentialbuyersto“getonthebandwagon”．●Testimonials(舉薦)：Advertisersoftenattempttopromotethesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers，experts，orboth.“Threeoutoffourdentistsrecommend...”Thisapproachofteninvolvesanappealtoauthority.●Pressure：Byattemptingtomakepeoplechoosequicklyandwithoutlongconsideration，someadvertisershopetomakerapidsales，“Buynow，beforethey'reallgone！”●Appealtoemotion：Varioustechniquesrelatingtomanipulating(操縱)emotionareusedtogetpeopletobuyaproduct.Apartfromartisticexpressionintendedtoprovoke(驅(qū)使)anemotionalreaction，threecommonargumentativeappealstoemotioninproductadvertisingarewishfulthinking，appealtoflattery(阿諛)，andappealtoridicule(愚弄)．Appealstopityareoftenusedbycharitableorganizationsandappealstofearareoftenusedinpublicservicemessagesandproducts，suchasalarmsystemsoranti-bacterialspray，whichclaimprotectionfromanoutsidesource.●Association：Advertisersoftenattempttoassociatetheirproductwithdesirableimagerytomakeitseemequallydesirable.Theuseofattractivemodels，apracticeknownassexinadvertising，picturesquelandscapesandotheralluringimagesiscommon.Alsousedare“buzzwords”withdesiredassociations.Onalargescale，thisiscalledbranding.●Advertisingslogans：Thesecanemployavarietyoftechniques；evenashortphrasecanhaveextremelyheavy-handedtechnique.●Controversy：AsintheBenettonpublicitycampaign.●Guerillaadvertising：Advertisingbyassociation.Doneinsuchawaysothetargetaudiencedoesnotknowthattheyhavebeenadvertisedto，buttheirimpressionoftheproductisincreased(ordecreased)ifthatistheintentoftheadvertiser.兩個(gè)誘思問題1．Whydoadvertiserswanttoimplythattheproductiswidelyused?2．Howmanykindsoftechniquesofmanipulatingemotiondotheadvertisersuse?【答案】1.Advertisershopetoconvincepotentialbuyersto“getonthebandwagon”．2.Four.SectionⅠReading(WarmingUp,Pre-reading，Reading&Comprehending)Ⅰ.依據(jù)詞性及英文釋義寫出單詞的正確形式1．a(chǎn)dj.notformal；forinformaloccasions2．vt.totellsb.；togivesb.knowledge(ofsth.)3．n．groupofpeoplejoinedtogetherforacommonpurpose4．n．objective；resultaimedat5．n．distinctivecharacteristic；aspectvi&vt.tohaveanimportantorprominentpartinsth.6．n．innersensethatknowsthedifferencebetweenrightandwrong7．a(chǎn)dj.deservingrespectorrecognition8．n．spendingofmoney，etc.；cost9．a(chǎn)dj.concernedwithorusedinseeing10．vt.toproduce；tocausetoexistoroccur11．n．a(chǎn)nswer；reaction12．vt.tomakefreshagain；togivenewstrengthto(sb./sth.)【答案】1.rm3.association4.target5.feature6.conscience7.worthy8.expense9.visual10.generate11.response12.refreshⅡ.短語填空beexposedto；o...；inotherwords；makesense；fitinto；ontheotherhand；relyon；havenousefor1．Hepeoplewhodon'ttry.2．Youcanmetokeepyoursecret.3．Youasize10，don'tyou?4．It'sgoodtodifferentcultures.5．，expertswantshortcutstoeverything.【答案】1.hasnousefor2.relyon3.fitinto4.beexposedto5.InotherwordsⅠ.閱讀P42－43課文內(nèi)容，從三個(gè)選項(xiàng)中選擇最佳答案1．Whatisthetextmainlyabout?A．Whyadvertisersarewillingtospendsomuchmoney.B．Howconsumersavoidbeingcontrolledbyadvertisements.C．Consumersshouldunderstandhowadvertisingworks.2．Ifanadvertiserwantstomakeanadforacarstereosystem，hismostsuitablewayistouse．A．television B．radioC．newspapers3．Ifadvertiserswanttomakeeffectiveadvertisements，whatshouldtheydo?A．Theymustidentifytheirtargetgroup，appealtothemandchoosethepropermedia.B．Theymustnotworryabouttheexpenseandfollowtherule—thehigher，thebetter.C．Theyhavetoplacetheiradsinallkindsofmediatobebroadcastwidely.4．Whatdoestheauthormeanbysaying“beingconstantlyexposedtoadvertisementscanhelptochangeouropinionsovertime”？A．Tochangeouropinions，weshouldbeexposedtoadsconstantly.B．Ouropinionswillbechangedwellbytheadswithtimegoingon.C．Nomatterwhetheranadisgoodornot，itcanaffectourlifewholly.【答案】1.C2.B3.A4.BⅡ.閱讀P42－43課文內(nèi)容，完成下列表格DefinitionAnadvertisementisa1.oranannouncementthat2.orinfluencespeoplebyusingwords，pictures，musicorfilm.Howtomakeadvertisements3.yourtarget：Havingidentifiedthetargetgroup，researchers4.asmuchaspossibleaboutthoseinthetargetgroup.Appealtoyourtarget：Appealtotargets'5.ortheiremotions.Useasuitable6.：Advertisersconsiderwhichmediaaremost7.fortheirproductandwhichtheirtargetaudienceismost8.seeorhear，aswellasthecost.HoweffectivePeopleareunlikelytobepersuadediftheproductis9.forthemnomatterhowgoodanadvertisementis.Makingpeopleconstantly10.advertisementscanhelptochangetheiropinionsovertime.【答案】1.rms3.Identify4.findout5.hopesanddreams6.medium7.appropriate8.likelyto9.unsuitable10.exposedtoⅢ.閱讀P42－43課文內(nèi)容，完成下面課文縮寫Wecanmeetmanyadvertisementsinourdailylife.Anadvertisementisamessageoranannouncementthat1.(inform)orinfluencespeople.Advertisersmustpayfortheirads，sothemessagemustreach2.targetaudience，ortheirmoneywouldbewasted.Sotheymustdosomeresearchtomaketheproductfit3.theaudience'slives.Identifyingtheirtargetisnotenough，theyshouldtrytheirbesttoappealtotheirtarget.Forexample，the4.(environment)protectionadvertisementappe