Unit 1 Extended reading ppt课件-（2020）新牛津译林版高中英语选择性必修第二册.pptx

1、To learn to know the definition of advertisingTo learn to know the ways to advertiseTo learn to know the techniques of advertisingTo learn the structure of the textWhat is advertising?Advertising, the techniques and practices used to bring products, services, opinions, or causes to public notice for

2、 the purpose of persuading the public to respond in a certain way toward what is advertised. Read the text and find the main idea of each paragraph.Para.1Para. 2Para. 3Paras. 4-6Para.7Definition of advertisingThe relationship between advertising and the mass mediaThe functions of advertisingThe ways

3、 of advertising workThe future of advertisingWrite a summary of the magazine article. Use the following questions to help you.What is advertising?What is the relationship between advertising and the mass media?What are the functions of advertising？How does advertising work?What is the future of adve

4、rtising?AAdvertising refers to the activity of promoting a product or service. That is to say, it tries to persuade you to buy a product or service.The relationship between advertising and mass media is closely linked from the very beginning. Now as media channels have grown in number and type, adve

5、rtisements also have grown in number and type.Why a company often launches a mass media advertising campaign? Because it is a perfect vehicle for advertisers.In the future, advertising will be even more about understanding individual customers and sending them advertisements that are tailored to spe

6、cific needs. Not only will this make them feel more valued and enable them to see things they are most interest in, but it will also help companies target their customers efficiently to have a positive effect on sales.Persuasive Advertising TechniquesStrategies That Truly WorkThe Bandwagon AppealCal

7、l it The Bandwagon Appeal, Fallacy, or Effect, the term refers to the general mass adopting certain things since other people are doing them as well. Without putting their own beliefs, opinions, and preferences, they follow or agree to purchase products because of its so-called popularity among othe

8、rs. It can be a commercial highlighting on the idea that since everyone uses a particular product, so should you. Many viewers purchase the product so that they also fit in with the general concept or they just assume that “since everyone else is using it, it has to be good”. This is nothing but a p

9、ropaganda technique.Thousands of women across the country are using this anti-aging cream.A man applies body spray on his chest and women become attracted to him and cant stay away.HumorThese kinds of commercials or showcase of a viewpoint concentrates on making the viewers laugh. Either with cartoo

10、ns, sketches, or having a comic undertone, an advertisement is presented. At times, the information of the product or a message is not enough. But the idea behind this is to get the commercial stick in viewers minds in a positive way and influence them into buying it.Portraying a lighter side to an

11、otherwise serious or controversial topic to make people understand an issue in question.The Anti-bandwagon AppealAs the name suggests, the technique is exactly opposite to what The Bandwagon Appeal hopes to achieve. Here, The Anti-bandwagon Appeal tries to take a different route, getting the viewers

12、 to think differently, celebrate their own style and individuality, and rebel against what everyone says, does, or buys. The word “individuality” is what theyre hinting at and thats the subliminal advertising message we sometimes see and believe in. here, opinions are given chance to voice themselve

13、s, intellectual minds arent suppressed, and current controversies are addressed.Magazine advertisement or story where “real” women are photographed and shown in real light rather than using skinny, almost anorexic models.Product ComparisonComparison advertising focuses on presenting two or more prod

14、ucts with various specifications. Here, the products are pitted against one another and the negative characteristics are shown. Whether or not the facts or truth is presented, the benefits of a particular product is promoted. Oftentimes, a claim of research is also included to give the results a mor

15、e concrete claim.A car company comparing the horsepower and torque with its competitors.A fast food joint comparing the size and cost of its burger with its competitors.RepetitionThere are advertisements where words, phrases, ideas, opinions, sounds, and even images are repeated in order to make the

16、 viewers remember them. This means, whether or not you approve or like a particular advertisement or slogan, if it is repeated enough times or can be heard or read by people on a daily basis, the message will stick with you.Road signs, flyers, billboards, use of colors of a product, and even logos.What is your favorite advertisement? What techniques does it use to promote the product or service?BWhat is your attitude towards advertising tailored to individual customers needs? Give reasons for your answer.