1. 高中基础 (2257 期 20150519) 4-5 版 Product Placement Can Be Powerful

2. Pre-reading 1. Match the brand names in Column A with the slogans in Column B. AB 1. Nikea. Save money. Live better. 2. Adidasb. Just do it. 3. Walmartc. Think small. 4. McDonald ’ sd. Impossible is nothing. 5. Volkswagone. Innovation. 6. 3Mf. I ’ m lovin ’ it.

3. 2. In your opinion, how do advertisements affect people’s daily life?

4. 3. What is “product placement”? How much do you know about product placement? Product placement is the practice of embedding products within a TV program or movie as a way to promote a brand.

5. While reading True or false 1. An American watches at least one thousand advertisements every day. 2. Product placement is easier to detect compared with common advertisements. 3. Being interested in a brand doesn’t mean buying its products for sure. 4. Products of Beats Electronics were not embedded in movies until 2012. 5. Making innovative products is one of the most important elements in attracting loyal customers. F F T F T

6. Complete the sentences according to the article. 1. ______________________________________ makes advertisers pay more attention to product placement. 2. Whether the company is large or small, it expects to ______________________________________ through product placement. 3. If a product is embedded in our favorite TV program, we will probably _________________________, __________________ and __________________. Modern technology allowing us to skip TV advertisements enhance brand awareness and generate more leads transfer the positive emotions prefer the productsidentify with the brand

7. Language study Fill in the blanks with the phrases in their proper forms. 1. Don’t ________________ the little boy’s youth and ignorance. 2. The earthquake has led to people ________________ radiation in that region. 3. It’s not reasonable for you to ________________ both sides’ opinions. 4. Interest rates were cut and, ________________, share prices rose. 5. Students from rural areas ________________ work much harder. take advantage of identify within turntake advantage ofbe likely tobe exposed to being exposed to identify with in turn are likely to

8. Sentence structure One of the most notable examples comes from Beats Electronics, whose products have appeared in countless music videos and movies. 本句中 whose 引导定语从句，并在从句中作 定语成分，先行词既可以是人，也可以是 物。

9. Combine the two sentences using “whose.” Make changes where necessary. 1. The boy was sent to the hospital immediately. His legs were badly hurt. 2. We will visit the museum. I have heard of its name. The boy whose legs were badly hurt was sent to the hospital immediately. We will visit the museum whose name I have heard of.

10. 3. They moved to a large apartment. Its windows all face south. 4. The girl is only seven years old. I have told you her stories. They moved to a large apartment whose windows all face south. The girl whose stories I have told you is only seven years old.

11. After reading Will you buy the products embedded in TV programs or movies? Do you think product placement is a good form of promoting a brand? Why? Discuss in your group and summarize your ideas.