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1、2019-2020年高中英语Unit5Insideadvertising背景知识新人教版选修9TeachingResourcesSection2:BackgroundinformationforUnit5Insideadvertisement1.TechniquesofadvertisingAdvertisersuseseveralrecognizabletechniquesinordertobetterconvincethepublictobuyaproductandshapethepublic'sattitudetowardsth
2、eirproduct.Thesemayinclude:●Repetition:Someadvertisersconcentrateonmakingsuretheirproductiswidelyrecognized.Tothatend,theysimplyattempttomakethenamerememberedthroughrepetition.●Bandwagon:Byimplyingthattheproductiswidelyused,advertisershopetoconvincepotentialbuyersto"get
3、onthebandwagon."●Testimonials:Advertisersoftenattempttopromotethesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers,experts,orboth."Threeoutoffourdentistsremend..."Thisapproachofteninvolvesanappealtoauthority.●Pressure:Byattemptingtomakepeoplechoosequicklya
4、ndwithoutlongconsideration,someadvertisershopetomakerapidsales:"Buynow,beforethey'reallgone!"●Appealtoemotion:Varioustechniquesrelatingtomanipulatingemotionareusedtogetpeopletobuyaproduct.Apartfromartisticexpressionintendedtoprovokeanemotionalreaction(whichareusuallyfor
5、associativepurposes,ortorelaxorexcitetheviewer),threemonargumentativeappealstoemotioninproductadvertisingarewishfulthinking,appealtoflattery,andappealtoridicule.Appealstopityareoftenusedbycharitableorganizationsandappealstofearareoftenusedinpublicservicemessagesandprodu
6、cts,suchasalarmsystemsoranti-bacterialspray,whichclaimprotectionfromanoutsidesource.Emotionalappealsarebeingincreasinglypopularinthehealthindustry,withlargepanieslike24HourFitnessbeingincreasinglyadeptatutilizingapotentialcustomersfeartosellmemberships;sellingnotnecessa
7、rilytheactualgym,butthedreamofanewbody.Finally,appealstospiteareoftenusedinadvertisingaimedatyoungerdemographics.●Association:Advertisersoftenattempttoassociatetheirproductwithdesirableimagerytomakeitseemequallydesirable.Theuseofattractivemodels,apracticeknownassexinadv
8、ertising,picturesquelandscapesandotheralluringimagesismon.Alsousedare"buzzwords"withdesiredassociations.Onalar
