人教版高中英语选修9 Unit 5《Inside advertising》word背景知识.doc

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1、Unit5InsideadvertisingTeachingResourcesSection2:BackgroundinformationforUnit5Insideadvertisement1.TechniquesofadvertisingAdvertisersuseseveralrecognizabletechniquesinordertobetterconvincethepublictobuyaproductandshapethepublic'sattitudetowardstheirproduct.Thesemayinclude:●Repetition:Somea

2、dvertisersconcentrateonmakingsuretheirproductiswidelyrecognized.Tothatend,theysimplyattempttomakethenamerememberedthroughrepetition.●Bandwagon:Byimplyingthattheproductiswidelyused,advertisershopetoconvincepotentialbuyersto"getonthebandwagon."●Testimonials:Advertisersoftenattempttopromotet

3、hesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers,experts,orboth."Threeoutoffourdentistsrecommend..."Thisapproachofteninvolvesanappealtoauthority.●Pressure:Byattemptingtomakepeoplechoosequicklyandwithoutlongconsideration,someadvertisershopetomakerapidsales:"Buynow,beforeth

4、ey'reallgone!"●Appealtoemotion:Varioustechniquesrelatingtomanipulatingemotionareusedtogetpeopletobuyaproduct.Apartfromartisticexpressionintendedtoprovokeanemotionalreaction(whichareusuallyforassociativepurposes,ortorelaxorexcitetheviewer),threecommonargumentativeappealstoemotioninproducta

5、dvertisingarewishfulthinking,appealtoflattery,andappealtoridicule.Appealstopityareoftenusedbycharitableorganizationsandappealstofearareoftenusedinpublicservicemessagesandproducts,suchasalarmsystemsoranti-bacterialspray,whichclaimprotectionfromanoutsidesource.Emotionalappealsarebecominginc

6、reasinglypopularinthehealthindustry,withlargecompanieslike24HourFitnessbecomingincreasinglyadeptatutilizingapotentialcustomersfeartosellmemberships;sellingnotnecessarilytheactualgym,butthedreamofanewbody.Finally,appealstospiteareoftenusedinadvertisingaimedatyoungerdemographics.●Associatio

7、n:Advertisersoftenattempttoassociatetheirproductwithdesirableimagerytomakeitseemequallydesirable.Theuseofattractivemodels,apracticeknownassexinadvertising,picturesquelandscapesandotheralluringimagesiscommon.Alsousedare"buzzwords"withdesiredassociations.Onalargescale