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Unit 5 Inside advertising形形色色的广告是我们生活中的一个部分，那么你知道广告制作者应该运用哪些技术来制作广告吗？their product is widely recognized.●Bandwagon (潮流)：By implying that the product is widelyused，advertisers hope to convince potential buyers to “get on the bandwagon”．●Testimonials (推荐)：Advertisers often attempt to promote the superior quality of their product through the testimony of ordinary users，experts，or both.“Three out of four dentists recommend...”This approach often involves an appeal to authority.●Pressure：By attempting to make people choose quickly and without long consideration，some advertisers hope to make rapid sales，“Buy now，before they're all gone！”●Appeal to emotion：Various techniques relating tomanipulating (操纵) emotion are used to get people to buy aproduct.Apart from artistic expression intended to provoke (驱使) an emotional reaction，three common argumentative appealsto emotion in product advertising are wishful thinking，appeal to flattery(阿谀)，and appeal to ridicule (愚弄)．Appeals to pity are often used by charitable organizations and appeals to fear are often used in public service messages and products，such as alarm systems or antibacterial spray，which claim protection from an outside source.●Association：Advertisers often attempt to associate their product with desirable imagery to make it seem equally desirable.The use of attractive models，a practice known as sex in advertising，picturesque landscapes and other alluring images is common.Also used are “buzzwords” with desired associations.On a large scale，this is called branding.●Advertising slogans：These can employ a variety of techniques；even a short phrase can have extremely heavyhanded technique.●Controversy：As in the Benetton publicity campaign.●Guerilla advertising：Advertising by association.Done in such a way so thetarget audience does not know that they have been advertised to，but their impression of the product is increased (or decreased) if that is the intent of the advertiser.两个诱思问题1．Why do advertisers want to imply that the product is widely used?2．How many kinds of techniques of manipulating emotion do the advertisers use?【答案】 1.Advertisers hope to convince potential buyers to “get on the bandwagon”． 2.Four.Section ⅠReading (Warming Up, Prereading，Reading & Comprehending)Ⅰ.根据词性及英文释义写出单词的正确形式1．adj.not formal；for informal occasions2．vt.to tell sb.；to give sb.knowledge (of sth.)3．n．group of people joined together for a common purpose4．n．objective；result aimed at5．n．distinctive characteristic；aspect vi& vt.to have an important or prominent part in sth.6．n．inner sense that knows the difference between right and wrong 7．adj.deserving respect or recognition8．n．spending of money，etc.；cost9．adj.concerned with or used in seeing10．vt.to produce；to cause to exist or occur11．n．answer；reaction12．vt.to make fresh again；to give new strength to (sb./sth.)【答案】 1.casual rm 3.association4.target5.feature6.conscience7.worthy8.expense 9.visual 10.generate 11.response12.refreshⅡ.短语填空He people who don't try.2．You can me to keep your secret.3．You a size 10，don't you?4．It's good to different cultures.5．，experts want short cuts to everything.【答案】 1.has no use for 2.rely on 3.fit into 4.be exposed to 5.In other wordsⅠ.阅读P42－43课文内容，从三个选项中选择最佳答案1．What is the text mainly about?A．Why advertisers are willing to spend so much money.B．How consumers avoid being controlled by advertisements.C．Consumers should understand how advertising works.2．If an advertiser wants to make an ad for a car stereo system，his most suitable way is to use ．A．television B．radioC．newspapers3．If advertisers want to make effective advertisements，what should they do?A．They must identify their target group，appeal to them and choose the proper media.B．They must not worry about the expense and follow the rule—the higher，the better.C．They have to place their ads in all kinds of media to be broadcast widely.4．What does the author mean by saying “being constantly exposed to advertisements can help to change our opinions over time”？A．To change our opinions，we should be exposed to ads constantly.B．Our opinions will be changed well by the ads with time going on.C．No matter whether an ad is good or not，it can affect our life wholly.【答案】 1.C 2.B 3.A 4.BⅡ.阅读P42－43课文内容，完成下列表格4.find out5.hopes and dreams6.medium7.appropriate 8.likely to 9.unsuitable10.exposed toⅢ.阅读P42－43课文内容，完成下面课文缩写We can meet many advertisements in our daily life.An advertisement is a message or an announcement that 1. (inform) or influences people.Advertisers must pay for their ads，so the message must reach 2.target audience，or their money would be wasted.So they must do some research to make the product fit 3.the audience's lives.Identifying their target is not enough，they should try their best to appeal to their target.For example，the 4. (environment) protection advertisement appeals to the audience's conscience or their desire to be 5. citizens.At the same time，advertisers must also place their ads in the right medium，such as TV，newspapers，magazines.To do this，they also need to spend money.They have to be a big 6. (corporate) with a big budget 7. (afford) the ads.In addition to worrying about the expense，advertisers must consider 8. media are most appreciate.For example，if the ad relies on visual effects，it is no use 9.(advertise) products on radio.However，people don't buy the products they are notinterested in or have 10. use for.【答案】 rms 2.the 3.into 4.environmental5.worthy6.corporation7.to afford8.which9.advertising 10.no。
领兑市安插阳光实验学校高三英语Unit 5（I）—ADVERTISING【本讲信息】一. 教学内容：Unit 5（I）—ADVERTISING二. 知识总结与归纳1. The development of radio, television and other media has gone hand in hand with the development of advertising.广播电视和其他大众传播媒体的发展是与广告发展同步的。
hand in hand：手拉手，密切关联的，连在一起地High unemployment and high crime often go hand in hand.They sat down, close together, hand in hand.有关hand的一些短语：by hand：用手；手工地；in hand：手头上用……；at hand：在手边；at first hand：直接地go with：与……同行；与……相配Her hat goes well with her dress.Shall I go with you ?2. Defenders of ads say that ads help us make informed choices as consumers by introducing good quality products.广告的拥护者说广告通过高质量的产品介绍帮助消费者作出明智的选择。
informed：在这里表示“有事实根据的，了解情况的；有知识的，明智的”The news is from informed sources.Accurate weather forecast can help people make an informed decision on outing.3. On the other hand, critics sometimes accuse companies of using ads to mislead us by making us believe that a certain product is better than it really is or that we will be happier if we buy it.另一方面，批评者有时指责公司滥用广告误导我们，让我们相信某种产品比它的实际情况要好，或者购买某种产品会让我们更加愉快。
Unit 5 Inside advertising广告是通过传播途径，向公众介绍商品、公益信息、服务内容或文娱体育节目。
其传播途径包括报纸、杂志、电视、电影、网络、包装、广播、交通等。
现在广告已经在人们生活中起到重要的影响和作用。
AdvertisingAdvertisements are getting their way into people’slives.People depend on advertisers in their daily livesbecause they are consumers.The advertisers are alwaysmanufactures.Sometimes they are salesmen.Theirmerchandise(商品) needs advertising.Thus nearly every product is advertised.To some extent(程度)，good advertising means success while bad advertising can mean failure.There are many way s to advertise and “ads” e in different forms.Newspapers carry advertisements.Some products are announced on TV and radio which have a wide audience.Billboards also carry advertising.Advertising is a big industry now and many agencies are set up to furnish a variety of services for it.However，advertising is not always truthful.A product is often misrepresented.The advertiser exaggerates(夸大) the benefits of the merchandise he wants to sell.Thus，he misrepresents the truth.The consumer falls victim to such lions of people have bought advertised products and they haven’t always been satisfied.Section ⅠWarming Up & Reading—Preparing1．casual adj. 偶然的；随意的；临时的2．conscience n. 良心；道德心3．feature n. 特征；特色；特写；容貌4．worthy adj. 有价值的；可敬的5．corporation n. 公司；法人；社团6．technique n. 技巧；技术7．basis n. 基础；根据8．budget n. 预算9．generate vt. 产生；发生10．response n. 回答；答复；反应；响应11．target n. 目标；对象；靶子12．advertiser n. 登广告者；广告客户13．rely vi. 依赖；依靠；信赖14．visual adj. 看的；视觉的15．association n. 关联；协会；联系1．turn...into．.. 使……变成……2．fit into 适合……3．at the expense of... 以花费……为代价4．rely on 依赖……；依靠……5．have no use for 对……不耐烦；厌恶；不需要1．With_so_many_messages_from_advertisers_filling_our_daily_lives，it is important to understand how advertisements work.我们日常生活中充满了众多的广告信息，可见了解广告如何发挥作用是很重要的事情。
2014-2015学年高中英语 Unit 5 Inside advertising公益广告素材新人教版选修9什么是公益广告，让我们先看个例子。
CNN播过一则广告：两个幼儿亲密地在一起玩耍，下面分别写着以色列人、巴勒斯坦人；紧接着又出现波斯尼亚和塞尔维亚幼儿、伊拉克和科威特幼儿等几组亲密玩耍的镜头，然后打出字幕：停止战争，为了孩子。
署名：联合国儿童基金会——UNICEF。
这就是一则典型的公益广告。
像这种不是以收费性的商业宣传来创造经济效益，而是“免费推销”某种意识和主张，向公众输送某种文明道德观念，以提高他们的文明程度，获取良好的社会效益的广告，就是公益广告。
公益广告是为了营造一种气氛和声势，即某种社会氛围。
从某种意义上说，一个城市，一个地区，一个国家公益广告的水平，是这一城市、地区、国家民众文化道德水准和社会风气的重要标志。
公益广告的主要作用有两个，一是传播社会文明，弘扬道德风尚；二是企业通过它树立自身良好的社会形象，巩固自己的品牌形象。
一、公益广告的类别从广告发布者身份来分，公益广告可分为三种。
第一种是媒体直接制作发布的公益广告，如电视台、报纸等。
比如中央台就经常发布此类广告。
这是媒体的政治、社会责任。
第二种是社会专门机构发布的公益广告。
比如联合国教科文组织、联合国儿童基金会UNICEF、世界卫生组织、国际野生动物保护组织分别发布过“保护文化遗产”、“儿童有受教育权利”、“不要歧视艾滋病人”、“保护珍稀动物”等公益广告，这类公益广告大多与发布者的职能有关。
第三种是企业发布制作的公益广告。
比如波音公司曾发布过“使人们欢聚一堂”爱立信发布过“关怀来自沟通”等公益广告。
企业不仅做了善事，也确立了自己的社会公益形象。
从广告载体来看，可分为媒体公益广告，如刊播在电视、报纸上的广告和户外广告，如车站、巴士、路牌上面的公益广告。
从公益广告题材上分，可分为政治政策类选题，如改革开放20年、迎接建国50周年、科技兴国、推进民主和法制、扶贫等；节日类，如“五一”、“教师节”、“重阳节”、“植树节”等；社会文明类，如保护环境、节约用水、关心残疾人等；健康类，如反吸烟、全民健身、爱眼等；社会焦点类，如下岗、打假、扫黄打非、反毒、希望工程等。
