《牛津高中英语》模块4课文Word格式文档下载.doc

《牛津高中英语》模块4课文Word格式文档下载.doc

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Whatisanadvertisement?

Anadvertisementuseswordsandpicturestopersuadepeopletobuyaproductorservice,orbelieveinanidea.Newspapers,magazines,theInternet,radioandtelevisionarethemostcommonplacestofindthem.Therearetwomaintypesofadvertisements––commercialadvertisementsandpublicserviceadvertisements（PSAs）.Acommercialadvertisementisonewhichsomeonehaspaidfortoadvertiseaproductorservice.PSAsareoftenrunforfree,andaremeanttoeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare.

Doesanadvertisementtellpeoplethecompletetruth?

Therearelawstoprotectpeoplefromadvertisementsthatcheatpeople.However,westillmustbeawareoftheskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.Onetoothpasteaddeclares,‘Bright-teethfightsbadbreath!

’Thisstatementtriestofoolyouintoassumingthatthetoothpastecuresbadbreath,yetitdoesnotsaythat!

Allitsaysisthatfightsit,andthatisnotthesamethingatall.Onegrocerytellscustomers,‘Youareproudofyourcooking,soshouldn'

tyoubuytheveryfreshestfood?

’Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!

Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicecomment,rememberthewords‘freshestfood’，andmakeamentalconnectionwiththefoodinthegrocery.Wemustnotfallforthiskindoftricks.

Publicserviceadvertisements

Notalladsplaytricksonusthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublic.PSAsaimtoteachusandhelpusleadbetterlives.OurgovernmentunderstandsthisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwidepublicserviceadvertisingcampaignin1996,andsincethenvarioustypesofPSAshaveappearedaroundthecountry.Youhaveprobablyseenorheardsomeofthemyourself,suchas,‘Yestolife,notodrugs’and‘knowledgechangeslife.’Theseadsdealwithwidespreadsocialconcerns.TherearealsoPSAsthatencouragepeopletosupportpublicserviceprojects,suchasProjectHope.Itsmottois‘ProjectHope---educatingeverychild’.ThereareevenPSAstoteachushowtolivehealthylives.Oneoftheseis,‘Whenyousmokecigarettes,youareslowlykillingyourself’.Alloftheseadsaremeanttobenefitthepublic,andyoucanoftenlearnalotbyfollowingtheadvicetheygive.

Finally,Iwishtotellyouthis:

thinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes.Whenitcomestoadvertisements,wemustalluseourintelligenceandnotbeaslavetothem!

23.M4U1.Project

（1）—Howdoyoubuildanadcampaign?

Unlikeasingleadvertisement,anadcampaignisaplannedprogrammedofadvertisementsusingvariouskindsofadstoreachacertainaudience.Whenyoustartasuccessfuladcampaign,youmusthaveaclearaimandanaudienceinmind.Itisimportanttofigureoutexactlywhatyouwanttotelltheaudienceandwhatyouaretryingtogetthemtodo.Inanadcampaignyoumayneedtoemploydifferentkindsofmedia,includingposters,newspapers,magazines,radioandtelevision.

Therearethreemajorquestionsyoumayfirstconsider.

1Whoistheaudienceforyouradcampaign?

Thepeopleyouwanttoreachareyourtargetaudience.Inordertodetermineyouraudience,youwillneedtodoalittleresearchandanalysisinadvance.Youwillneedtoexplorewhattheaudiencealreadythinks.Itisveryimportanttoknowyouraudiencesoyoucancreatetherightmessagefortherightpeople.

2Whatdoyouwantyouradcampaigntosay

Afteryouhavedecidedwhoyouraudienceis,itistimetodecidewhatyouwanttheaudiencetoknoworthinkabout.Itisimportanttoalwaystrytoappealtotheaudienceinordertogetthemtoreactinacertainway.Youcangatherthisinformationfromyourresearch.Whenplanningapublicwelfarecampaign,youmaywanttoaskyourself:

●Whatdoesmyaudiencealreadyknowaboutthisproblem?

●Whataspectsofthisproblemwouldtheycareaboutorbeconcernedwith?

●Istheresomehistorybehindtheproblemthattheywouldbeinterestedin?

●Howdoestheproblempersonallyaffecttheirlives?

3Howdoyoureachyouraudience?

Therearelotsofdifferentwaystogetyourmessageacrosswhenyouareputtingtogetheranadcampaign.Youmustdecidewhatapproachyouwanttouse.Thisdecisi