选修九第五单元知识点
人教版高中英语选修9Unit5Insideadvertisingword背景知识
Unit 5 Inside advertisingTeaching ResourcesSection 2: Background information for Unit 5 Inside advertisement1. Techniques of advertisingAdvertisers use several recognizable techniques in order to better convince the public to buy a product and shape the public's attitude towards their product. These may include:●Repetition: Some advertisers concentrate on making sure their product is widelyrecognized. To that end, they simply attempt to make the name remembered through repetition.●Bandwagon: By implying that the product is widely used, advertisers hope toconvince potential buyers to "get on the bandwagon."●Testimonials: Advertisers often attempt to promote the superior quality of theirproduct 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 longconsideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!"●Appeal to emotion: Various techniques relating to manipulating emotion are usedto get people to buy a prod uct. Apart from artistic expression int ended to provoke an emotional reaction (which are usually for associative purposes, or to relax or excite the viewer), three common argumentative appeals to emotion in product advertising are wishful thinking, appeal to flattery, and appeal to ridicule. 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 anti-bacterial spray, which claim protection from an outside source.Emotional appeals are becoming increasingly popular in the health industry, with large companies like 24 Hour Fitness becoming increasingly adept at utilizinga potential customers fear to sell memberships; selling not necessarily theactual gym, but the dream of a new body. Finally, appeals to spite are often used in advertising aimed at younger demographics.●Association: Advertisers often attempt to associate their product with desirableimagery 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 desired associations. On a large scale, this is called branding.●Advertising slogans: These can employ a variety of techniques; even a shortphrase can have extremely heavy-handed technique.●Controversy, as in the Benetton publicity campaign.●Guerilla advertising: Advertising by association. Done in such a way so thetarget audience does not know that they have been advertised to, but theirimpression of the product is increased (or decreased) if that is the intent of the advertiser.●Subliminal messages: It was feared that some advertisements would present hiddenmessages, for example through brief flashed messages or the soundtrack, that would have a hypnotic effect on viewers ('Must buy car. Must buy car.') The notion that techniques of hypnosis are used by advertisers is now generally discredited, though sublimin al sexual messages are extremely common, ranging from car models with SX prefixes to suggestive positioning of objects in magazine ads and billboards.2．Advertising Research Tips●Perceptual Mapping -- Deciding What Image to ProjectBefore you embark on an image advertising campaign, you need to know the type of image you wish to convey.●Quick & Dirty Research Techniques - Part 1Measuring the cost effectiveness of advertising promotions.●Quick & Dirty Research Techniques - Part 2Price-point testing.●Danger -- Comparative AdvertisingIncluding Your Competitors' Names in Your Advertising Can Be Counterproductive.●The Role of Focus Groups in AdvertisingFocus groups are a great tool for advertising research, but they should not be used to the exclusion of quantitative research.●How Research Can Drive the Advertising Mediums You UseTo choose the right advertising medium, you need to know who your customers and target customers are.●Allocating Advertising Dollars for Advertising ResearchHow much should you allocate to measure the communications effe ctiveness of your ads?●Is Your Advertising Working as Hard as it Could?Increase sales and speed up the "advertisement perfection" process through advertisin g testing.3．Advertising tipsBelow are some tips to consider when you would like to use advertisements:●Think outside the square - there are a variety of ways to get the attention of your audience by standard (eg press ad) and creative (eg spruiking in Rundle Mall) means.●When considering your adverti sing options put yourself in the shoes of your audience. For example if you want to reach the attention of males 18 plus during June you could look at running ads on 5AA during the KG & Cornes segment and further support this by placing ads in the Sports section of Saturday's Advertiser.●Forward planning is critical. To secure the best available spots on radio or in press, booking ahead is essential.●Consider your return on investment - to effective ly get your advertising message to your audience you may need to place a series of ads across a variety of media.Placing a solitary ad in the newspaper may not elicit a strong response.●Keep your message simple and ensure your call to action is clear. What is the most important part you'd like your audience to read or hear and how would you like them to respond? This should form the basis of your ad/s in terms of content, look and feel.●When you are about to embark on an advertising campaign, take note of ads that appeal to you or encourage people who are representative of your audience to provide you with feedback about the type of advertising they would find most effective ... the look and feel of an ad can be just as important as the message itself.4. Marketing strategiesStrategy serves as the foundation of a marketing plan. A marketing plan contains a list of specific actions required to successfully implement a specific marketing strategy. An example of mark eting strategy is as follows: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service."A strategy is different than a tactic. While it is possible to write a tactical marketing plan without a sound, well-considered strategy, it is not recommended. Without a sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental underpinning of marketing plans designed to reach marketing objectives. It is important that these objectives have measurable results.A good marketing strategy should integrate an organization’s marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed. This allows the organization to carry out its mission effectively and efficiently.Marketing strategies are partially derived from broader corporate strategies, corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of microenvironmental factors. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.。
高中英语选修9 Unit 5 Inside Advertising知识点
Unit 5 Inside AdvertisingFocus on language1.mature adj.1) 成熟的约翰对工作总是表现出一种老成持重的态度。
John has always shown ________ ________ ________ his work.2) （债券式保单）到期应付的a mature bond or policy 反义词：___________名词：_____________2.fashion n.&vt.1) n. 样子；方式；流行的式样，时尚他走路的样子很特别。
He walks in ________ ________ ________.2) vt. 做成某种形状或式样约翰把一块木头做成了一个娃娃。
John ________ a piece of wood ______ wood. __________ adj. 流行的，时髦的___________adj. 流行地，时髦地a fashionably dressed girl _____________be in/come into fashion ______________ be/out of fashion ____________3.dishonest adj. 不诚实的不幸的是到处都有奸商。
Unfortunately, there are ________ ________ ________ everywhere.4.promote vt. 促进；支持；提升；促销1) 该组织旨在促进各国之间的友谊。
The organization is intended ________ ________ ________ between nations.2) 他被提升为销售部经理。
He ________ _________ _________ sales manager.3) 这家公司在电视上促销他们的新产品。
选修9unit 5语言点
1．Good to the last drop. 滴滴香浓，意犹未尽。（麦斯威尔咖啡） 2．We lead Others copy. 我们领先，他人仿效。（理光复印机） 3．Impossible made possible. 使不可能变为可能。（佳能打印机） 4．The taste is great. 味道好极了。（雀巢咖啡） 5．Feel the new space. 感受新境界。（三星电子） 6．Intelligence everywhere. 智慧演绎，无处不在。（摩托罗拉手机）
（08全国I卷）28. You’re driving too fast. Can you drive ______? A. more slowly a bit B. slowly a bit more C. a bit more slowly D. slowly more a bit After two years’ research, we now have a ____ better understanding of the disease. （2007 全国卷 II） A. very B. far C. fairly D. quite
In newspapers Everywhere On billboards In magazines
Advertisements WHERE?
At the airport At the cinema
On TV
On buses On the radio
In train stations
HOW ADVERTING WORKS
Main idea of each section.
Section I (para.1 )
高中英语选修9：Unit 5 Inside advertising Reading
On TV
At the cinema In train stations
On buses On the radio
Compare advertisements
Compare the advertisements, which one is easier for you to remember? Why?
HOW ADVERTISING WORKS
Scan the headings of each section and get a general understanding of the text.
Sum up the main idea of each section.
Section I (para.1) Section II (para. 2) Section III (para. 3-7) Section IV (para. 8-9)
Appeal to the target: Appeal to targets’ __h_o__p_e_s__a_n__d__d_r__eaomr tsheir emotions.
Use a suitable __m_e_d_i_u_m__: Advertisers consider which media are most _a_p__p_ro_p__ri_a_te__ for their product and which their target audience is most _l_ik_e_l_y_t_o__ see or hear, as well as the cost.
B. Both ads target a certain group of people. Who are they? Drivers.
人教版高中英语选修九模块九第五单元单词精讲
高中英语学习资料madeofjingetiejiM9 Unit 5英教学设计第一部分：学目学本元，并行有效地展。
和背以及的同根，和用法。
学会使用以及的其他用。
第二部分 :学法指。
第一和第二部分内容。
1．字典，以下和同根.2．的使用以及和的展。
3. 和第三部分：学内容：本元所有生1.casual_______ casually_______翻 : They have a casual attitude towards safety.He likes wearing casual clothes.Some students do casual work in their spare time.The disease is not spread by casual contact.2.turn into __________ turn sb./sth. into __________ turn out ______turn over __________ turn in _______ turn up_______ turn off_______翻： The witch turned the prince into a frog.a largeIn fifty tears this place has turned from a little village intotown.3.inform sb. that__________ keep sb. informed (of)______________翻： I wasn ’t informed of the decision until too late.They decided to inform against him.Television keeps us informed of the latest news.4.fit in/into _________fit in with__________翻： Does the frequent travel required for this work fit into yourlifestyle?The refrigerator won ’ t fit into your new kitchen. Atfirst I felt awkward, but I soon learned to fit in.5.worthy _________ worth_______ worthwhile______________得做某事 ___________;_______________;___________be worthwhile doing/to do sth.翻 : He who does hid duty is worthy of being praised.He is a worker worthy of praise.She is worthy to receive such honor.This idea is well worth considering.6. rely on/upon ______同短________________ __________rely on⋯doing/to do_______________rely on⋯翻译： I think we can rely on Derek not to tell anyone.You can ’t just rely on your parents lending you the money.They have to rely on the river for their water.7.response_______ respond_______ in response to____________翻译： The attack caused an angry response.The law was passed in response to public pressure.His question failed to get a response from any of his students.8.appoint ________ appointment__________ appoint time for________appoint sb. to do sth._________ appoint sb. some role_______翻译： They appointed him chairmen.Let ’ s appoint a time for the meeting.We must appoint him to act as secretary.9.ban____ be banned from doing________翻译： There is a ban on smoking in the theatre.Charlie has been banned from driving for a year.10.promote _________ promotion_________ be promoted to________sales promotion________ promote world peace__________翻译： He was promoted to monitor.The organization works to promote friendship between nations.第四部分：翻译句子1.The embassy is an obvious target for terrorist.2.These are memorable features of the Scottish landscape.3.I must go. It’s a matter of conscience.4.He built up a successful business but it was all done at theexpense of his health.5.He refreshed himself with a cup of tea.6.The book raises many important issues.7.Her character matured during these years.8. His mother banned him from attending his friend’s wedding.9.The hospital has no decent equipment.10.Consumers are encouraged to complain about faulty goods.第五部分：小结和疑难发现.______________________________________________________________ ______________________________________________________________ ______________________________________________________________。
高中英语选修9课件：Unit 5 Inside AdvertisingLanguage points
3. With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work. “with +宾语+宾补”这一结构在句中作 状语，其中宾补可以是介词短语、形容 词或副词、动词不定式（表示将来的动 作）、动词-ing形式（表示动作正在进 行）、过去分词（表示被动或完成的动 作）。
unfinished. （作原因状语）
③ The girl sat there quite silent and still with her eyes fixed on the wall. （作伴 随状语）
④ He sat with his arms clasped around his knees. （作伴随或方式状语）
6. …, advertisements often appeal to our hopes and dreams or our emotions. appeal to ①有吸引力，有感染力，引 起兴趣；②向……上诉；③呼吁；④ 求助于
e.g. Does this piece of music appeal to you?
I came across his name on the cover of a book. 我刚才偶然碰到你的一个老同学。
I’ve just come across one of your former classmates.
more phrases sharing the same meaning with come across:
7. Some adverts, like the environmental protection advertisement below, appeal to our conscience or our desire to be worthy citizens.
高三选修九Unit 5
高三选修九Unit 51.be exposed to 使。
暴露于/显露于，接触e across=meet with 偶然遇到/碰见3.attach importance to sth 认为。
有重要性（意义，价值，分量）4.attach A to B 把A黏贴到B上; be /grow attached to 附属于，依恋5.turn… into 把……变成；把……译成；进入;把车开进（=drive a car into）rm sb. of sth.通知某人某事---sb. be informed of sth.7.intend to do sth= mean to do sth 打算做;a)be intended for 专门为。
准备/设计8.make sense 讲得通，有意义9.persuade sb to do=persuade/talk sb into doing10.go to a lot of trouble 遇麻烦11.grab the attention of sb 抓住某人的注意力12.(well)（很）值得做be worth+n./doing sthbe(well) worthy of+n./being done/to be done;It is worthwhile to do/doing sht 做某事值得13.It be no good/use doing sth 做某事没有好处/用处have no use for不需要；厌恶；对……不耐烦；sb use up sth= sth run out某人用完/耗尽某物14.be aware of 对。
知道/明白，意识到15.avoid doing 避免做某事；avoid being done 避免被。
16.ban(n.)禁令(vt.)禁止；取缔-banned/inga ban on sth.对某事的禁令；ban sb. from (doing) sth.禁止某人做某事plain to the organization 向机构投诉18.be responsible for 对。
外研版英语选修9课件：Unit 5-核心要点回扣
21.profit；profitable
22.remove；removal
23.acquaint；acquaintance上一页来自返回首页下一页
Ⅱ.重点短语 1．____________踏上(某地) 2．____________引发(某事物) 3．____________不用说，当然 4．____________另一方面 5．____________结果；后来；转而；反过来 6．____________和解 7．____________签署和平协议
【答案】 1.set foot on 5.in turn 字的 foot in 2.lead to 3.needless to say 4.on the other hand 8.负责；主管 9．逐 14.暴富， 发达 15.set
6.make peace (with sb.) 7.sign the peace treaty 11.包括 12.大部分 13.整理
模块尾 核心要点回扣
模 块 综 合 测 评
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Ⅰ.重点单词 1．____________v．愤恨；憎恨 2．____________adj.怀敌意的，不友善的 3．____________n．合作，协作 4．____________n．部落首领 5．____________adj.无畏的，不怕的 6．____________v．追求，追赶，追逐 7．____________v．等候，等待 8．____________adj.充足的，足够的
_______________________________________________________________ 2．Only in 1868, after four terrible years, were they allowed to return to their land. 【句式仿写】 唯有在南台湾我才见过像这样的风景。
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Unit51. appoint vt. 1).to choose someone to do the particular job or have a particular position 任命；委派；指派 常见短语：appoint sb. (as) sth. appoint sb.to do sth. appoint sb. to sth. Picard has been appointed (as) managing director of the new division. (部门) 皮卡德被任命为新部门的总经理。
A subcommittee (小组委员会)should be appointed to assist the chairperson. 应该指派一个小组委员会来协助主席。
She was the first woman to be appointed to the board. 她是被任命进入董事会的第一位女性。
2).to choose a time or place for something to happen 确定，指定，约定（时间或地点） He arrived at Ella/s office at the appointed time. 他在约定时间到达艾拉的办公室。
【拓展】 appointment 1).c/u the fact of being given a new job, especially an important one 委任，委派。
经常和as/to连用。
Mr. Toubon/s appointment as mayor 委任陶本先生为市长的任命 2) cn An arrangement to see someone at a particular time, especially for a business meeting or to get a professional service 约会；约定 常用短语：make an appointment (with)……和……预约 Keep an appointment 守约 By appointment 约定时间；按事先约定 Viewing of the property is by appointment only. 只接受预约看房。
2. raise vt. 1) to put sth. in a higher place or position 提起；抬起 With a shaky hand, he slowly raised thd cup to his lips. 他手颤抖着慢慢地把杯子举到唇边。
She could barely raise herself out of the chair. 她几乎不能从椅子上起身。
raise your glass 举杯庆祝 raise your voice （生气地）提高嗓门 2) to increase a number, amount, or level 增加；提高 The money could be found by raising income tax by two per cent. 所得税提高2%，就会有钱了。
The aim is to modernize production methods and raise safety standards. 目的就是要使生产方式现代化并提高安全标准。
3) to collect money for a particular purpose. 筹集（钱款） We need your help to raise money for argent medical research. 4) to mention sth. so that it can be discussed 提出（问题等以供讨论） We will raise the issue of working hours with the manager. 我们将向经理提出工时问题。
5) to make someone have a particular feeling or reaction 使……产生（某种情绪或反应） raise doubts / fears / the dead / hopes / expectations 起死回生 6) to take care of children while they are growing up 抚养（子女） to keep a particular type of animal or grow a particular crop. 种植；饲养 For most parents, raising a family is a positive challenge. She’s been raising sheep for over 40 years. 区别：raise& rise3.ban (banned-banned) vt. to say officially that people must not do, sell, or use something. 禁止做/ 卖/ 使用 常见结构：ban sb. / sth. from doing （常用于被动） He was banned for three months for driving with no insurance. 他由于未采取安全措施驾车被禁止驾车3个月。
【拓展】 ban [c.n] an official statement ordering people not to do, sell, or use something 禁止，禁令 There will be a total ban on smoking. 将出台完全禁烟令。
短语：impose a ban 开始禁止 lift a ban 解除禁令4. promote vt. 1) to support or encourage something 支持；鼓励；提倡 The Government is committed to promoting the development and use of public transport. 政府致力于倡导公共交通的发展和使用。
2) to help something to develop. The intense light promotes rapid growth of weeds and algae. 强光促进海草和藻类的快速生长。
3) to move sb. to a job at a higher level. 升职；晋升 [常用被动] promote sb to sth In 1982 he was promoted to the rank of sergeant. （中士） 4).to attract people’s attention to a product or event, for example by advertising. 促销；推销。
These products are aggressively promoted and marketed. 对这些产品进行了雄心勃勃的推销和市场工作。
【拓展】 promoter [cn.] 主办者，承办人 promotion [c / u] 提升；晋升；升级 get / gain / win promotion 得到晋升5. worth adj. 1) worth ten pounds / $ 100 / a lot / a fortune 2) worth a try / visit / look / the effort / time 3) be worth doing 4) It is worth sb’s while to do sth. 值得某人去做某事。
worthy adj. 1) be worthy of not / attention / consideration support / admiration / praise 区别： be worthy of being done/to be done. be worth doing6. flood vt. The ground floor of the house was flooded. Suddenly the house was flooded with moonlight. The TV station was flooded with complaints. vi I opened the curtains and light flooded into the room. Calls have been flooding into our office from worried parents. 焦虑的家长纷纷把电话打到我们办公室。
Refugees are flooding out of the capital. 难民们从首都蜂拥而出。
俗语：flood the market. 充斥市场 flood back （记忆或感情）突然涌现 【拓展】 flood 1).[c / u] 洪水 2).[c] a large number of We received a flood of letters protesting against the change. The song brought back a flood of memories. 俗语：in floods of tears. 泪流如注；大哭 in foull flood. 进入高潮7. turn ... into ... 变成 What started out as an enjoyable holiday turned into a nightmare? 本来令人愉快的假期变成一场噩梦。
The freezing temperatures had turned the water in the lake into ice.8. inform sb. of /about sth. 1). inform sb that+句子 2). inform sb as to how / what / when ect. 通知某人关于如何/什么/何时…… 3). be (fully) informed of 被全面告知…… Please inform us of any changes in your circumstances. 请告知我们有关你境况的任何变动。