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.docVIP

Unit 5　Inside advertising Period Ⅰ　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：Some advertisers concentrate on making sure their product is widely recognized. ●Bandwagon (潮流)：By implying that the product is widely used，advertisers hope to convince potential buyers to “get on the bandwagon”． ●Testimonials (推荐)：Advertisers often attempt to promote the superior quality of their product 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 long consideration，some advertisers hope to make rapid sales，“Buy now，before theyre all gone！” ●Appeal to emotion：Various techniques relating to manipulating (操纵) emotion are used to get people to buy a product.Apart from artistic expression intended to provoke (驱使) an emotional reaction，three common argumentative appeals to emotion in product advertising are wishful thinking，appeal to flattery(阿谀)，and appeal to ridicule (愚弄)．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. ●Association：Advertisers often attempt to associate their product with desirable imagery 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 short phrase can have extremely heavy-handed technique. ●Controversy：As in the Benetton publicity campaign. ●Guerilla advertising：Advertising by association.Done in such a way so the target audience does not know that they have been advertised to，but their impression of the product is increased (or decreased