1、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？Repetition：Some advertisers concentrate on making sure their product is widely recognized.Bandwagon (潮流)：By implying that the product is widely used，advertisers hope to convince potential buyers to “get on the bandwagon”Testimonials (推荐)：Advertisers often
2、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 adverti
3、sers hope to make rapid sales，“Buy now，before theyre all gone！”Appeal to emotion：Various techniques relating to manipulating (操纵) emotion are used to get people to buy a product.Apart from artistic expression intended to provoke (驱使) an emotional reaction，three common argumentative appeals to emotio
4、n 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 fr
5、om 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
6、 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 wa
7、y so the target 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1Why do advertisers want to imply that the product is widely used? 2How many kinds of techniques of manipulating emot
8、ion do the advertisers use? 【答案】1.Advertisers hope to convince potential buyers to “get on the bandwagon”2.Four.Section Reading (Warming Up, Prereading，Reading & Comprehending).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 ngroup of people
9、joined together for a common purpose4 nobjective；result aimed at5 ndistinctive characteristic；aspect vi & vt.to have an important or prominent part in sth.6 ninner sense that knows the difference between right and wrong7 adj.deserving respect or recognition 8 nspending of money，etc.；cost9 adj.concer
10、ned with or used in seeing10 vt.to produce；to cause to exist or occur11 nanswer；reaction 12 vt.to make fresh again；to give new strength to (sb./sth.)【答案】1.casual2.inform3.association4.target5.feature6.conscience7.worthy8.expense9.visual10.generate11.response12.refresh.短语填空be exposed to；turn.into.；in
11、 other words；make sense；fit into；on the other hand；rely on；have no use for1He people who dont try.2You can me to keep your secret.3You a size 10，dont you?4Its good to different cultures.5 ，experts want short cuts to everything.【答案】1.has no use for2.rely on3.fit into4.be exposed to5.In other words.阅读
12、P4243课文内容，从三个选项中选择最佳答案1What is the text mainly about?AWhy advertisers are willing to spend so much money.BHow consumers avoid being controlled by advertisements.CConsumers should understand how advertising works.2If an advertiser wants to make an ad for a car stereo system，his most suitable way is t
13、o use AtelevisionBradioCnewspapers3If advertisers want to make effective advertisements，what should they do?AThey must identify their target group，appeal to them and choose the proper media.BThey must not worry about the expense and follow the rulethe higher，the better.CThey have to place their ads
14、in all kinds of media to be broadcast widely.4What does the author mean by saying “being constantly exposed to advertisements can help to change our opinions over time”？ATo change our opinions，we should be exposed to ads constantly.BOur opinions will be changed well by the ads with time going on.CNo
15、 matter whether an ad is good or not，it can affect our life wholly.【答案】1.C2.B3.A4.B.阅读P4243课文内容，完成下列表格DefinitionAn advertisement is a 1. or an announcement that 2. or influences people by using words，pictures，music or film.How to make advertisements3. your target：Having identified the target group，r
16、esearchers 4. as much as possible about those in the target group.Appeal to your target：Appeal to targets5. or their emotions.Use a suitable 6. ：Advertisers consider which media are most 7. for their product and which their target audience is most 8. see or hear，as well as the cost.How effectivePeop
17、le are unlikely to be persuaded if the product is 9. for them no matter how good an advertisement is.Making people constantly 10. advertisements can help to change their opinions over time.【答案】1.message2.informs3.Identify4.find out5.hopes and dreams6.medium7.appropriate8.likely to9.unsuitable10.expo
18、sed to.阅读P4243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 rese
19、arch to make the product fit 3. the audiences 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 audiences conscience or their desire to be 5. citizens.At the same time，advertisers
20、 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 dont buy the products they are not interested in or have 10. use for.【答案】1.informs2.the3.into4.environmental5.worthy6.corporation7.to afford8.which9.advertising10.no
