2019-2020年高中英语（人教大纲）第三册：Unit5 Getting the message(备课资料)

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1、2019-2020年高中英语（人教大纲）第三册：Unit5Gettingthemessage(备课资料)Ⅰ.异域风情OnAdvertisingAdvertisingbeganinthesignsthatmerchantsonceputovertheirdoorstotellthepublic,withsymbolsorpictures,exactlywhatwasforsaleinside.Posters,pamphletsandhandbillsbeganappearinginEnglandaftertheinvention,inabout1450ofmovablet

2、ypesinGermany.ThefirstnewspapersappearedinEnglandinthe17thcenturyandintheNewWorldatthebeginningofthe18th.Advertisingsoonbecamepartofthesenewspapersasitbecamepartofthemagazinesthatfollowedintheearly19thcentury.AdvertisingagenciesbegantoemergeintheUnitedStatesinthe1840s.Theywereactuallyspa

3、cebrokers,sellingspaceinnewspapersandmagazines.Infact,thegenerallyaccepteddefinitionofadvertisingwas“keepingyournamebeforethepublic”.ModernadvertisingbeganintheChicagoagencyLord&Thoms(nowFoote,Cone&Belding)in1904.ItwastherethatAlbertLasker,knownas“thefatherofmodernadvertising”,andacopywri

4、ternamedJohnE.Kennedycoinedthedefinition“Salesmanship”inprint.Forthefirsttimetheideaofpersuasionandtheparisiontotheroleofapersonalsalespersonwasbroughttoadvertising.Thisledtofurtherconceptssuchastheconsumerbenefit,puttingforthnotsimplyafeatureoftheproductbutthebenefititwouldbringtotheprosp

5、ectwhenused.Thisredefinitionofadvertising,alongwiththeintroductionofradiointheUnitedStatesinthe1920s,gavetheindustryawavethatcarrieditthroughtheGreatDepressionandtheUnitedStatesbeganbroadcastinginmajorcities.Thiswasthestartofthebigadvertisingdevelopmentinwhichadvertisingexpendituresincreas

6、edtenfoldbetween1950and1980.Ⅱ.知识归纳1.advertising广告advertising是广告的总称，指广告设计或广告行为，无复数形式。advertisement指具体广告，可数或不可数。ad是advertisement的缩写形式，用于口语，是可数名词。广告公词anadvertisingfirm广告节目advertisingprogramme做广告produce/make/putanadvertisementThepanyisgoingtoproduce/make/putanadvertisementforitslatestpr

7、oduct.这家公司打算为他们的最新产品做广告。advertise(vt.&vi.)意思是“为……做广告，登广告”。Apanymayadvertiseitsproductsbymeansofnewspapers,magazines,radiosandtelevisions.公司可以通过报纸、杂志、电台、电视等为他的产品做广告。advertisefor意思是“登广告征求，找寻……”。登广告找房子、工作advertiseforahouse/ajob登广告出售货物advertisegoodsforsales