2018版高中英语（人教版）选修9同步教师用书：Unit 5 Period Ⅰ 单元预习课.doc

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1、Unit5　InsideadvertisingPeriodⅠ　单元预习课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：Someadvertisersconcentrateonmakingsuretheirproductiswidelyrecognized.●Bandwagon(潮流)：Byimplyingthattheproductiswidelyused，advertisershopetoconvincepotentialbuyersto“getont

2、hebandwagon”．●Testimonials(推荐)：Advertisersoftenattempttopromotethesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers，experts，orboth.“Threeoutoffourdentistsrecommend...”Thisapproachofteninvolvesanappealtoauthority.●Pressure：Byattemptingtomakepeoplech

3、oosequicklyandwithoutlongconsideration，someadvertisershopetomakerapidsales，“Buynow，beforethey'reallgone！”●Appealtoemotion：Varioustechniquesrelatingtomanipulating(操纵)emotionareusedtogetpeopletobuyaproduct.Apartfromartisticexpressionintendedtoprovoke(驱使)anemotiona

4、lreaction，threecommonargumentativeappealstoemotioninproductadvertisingarewishfulthinking，appealtoflattery(阿谀)，andappealtoridicule(愚弄)．Appealstopityareoftenusedbycharitableorganizationsandappealstofearareoftenusedinpublicservicemessagesandproducts，suchasalarmsyst

5、emsorantibacterialspray，whichclaimprotectionfromanoutsidesource.●Association：Advertisersoftenattempttoassociatetheirproductwithdesirableimagerytomakeitseemequallydesirable.Theuseofattractivemodels，apracticeknownassexinadvertising，picturesquelandscapesandotherall

6、uringimagesiscommon.Alsousedare“buzzwords”withdesiredassociations.Onalargescale，thisiscalledbranding.●Advertisingslogans：Thesecanemployavarietyoftechniques；evenashortphrasecanhaveextremelyheavyhandedtechnique.●Controversy：AsintheBenettonpublicitycampaign.●Gueril

7、laadvertising：Advertisingbyassociation.Doneinsuchawaysothetargetaudiencedoesnotknowthattheyhavebeenadvertisedto，buttheirimpressionoftheproductisincreased(ordecreased)ifthatistheintentoftheadvertiser.1．Whydoadvertiserswanttoimplythattheproductiswidelyused?_______

8、_________________________________________________________2．Howmanykindsoftechniquesofmanipulatingemotiondotheadvertisersuse?__________________________________________