牛津英语模块四课文原文Word文档格式.docx
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Therearelawstoprotectpeoplefromadvertisementsthatcheatpeople.However,westillmustbeawareoftheskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.Onetoothpasteaddeclares,'
Bright-Teethfightsbadbreath!
'
Thisstatementtriestofoolyouintoassumingthatthetoothpastecuresbadbreath,yetitdoesnotsaythat!
Allitsaysisthatitfightsit,andthatisnotthesamethingatall.Onegrocerytellscustomers,'
Youareproudofyourcooking,soshouldn’tyoubuytheveryfreshestfood'
Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!
Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicecomment,rememberthewords‘freshestfood1,andmakeamentalconnectionwiththefoodinthegrocery.Wemustnotfall25forthiskindoftrick!
Publicserviceadvertisements
Notalladsplaytricksonusthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublic.
PSAsaimtoteachusandhelpusleadbetterlives.Ourgovernmentunderstands30thisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwidepublicserviceadvertisingcampaignin1996,andsincethenvarioustypesofPSAshaveappearedaroundthecountry.Youhaveprobablyseenorheardsomeofthemyourself,suchas,‘Yestolife,notodrugs'
and‘Knowledgechangeslife,.Theseadsdealwithwidespreadsocialconcerns.TherearealsoPSAsthat35encouragepeopletosupportpublicserviceprojects,suchasProjectHope.ItsmottoisProjectHope—educatingeverychild'
.ThereareevenPSAstoteachushowtolivehealthylives.Oneoftheseis,'
Whenyousmokecigarettes,youareslowlykillingyourself.’Alloftheseadsaremeanttobenefitthepublic,andyoucanoftenlearnalotbyfollowingtheadvicetheygive.
Finally,Iwishtotellyouthis:
thinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes.Whenitcomestoadvertisements,wemustalluseourintelligenceandnotbeaslavetothem!
Unit1Project
Howdoyoubuildanadcampaign
Unlikeasingleadvertisement,anadcampaignisaplannedprogrammeofadvertisementsusingvariouskindsofadstoreachacertainaudience.Whenyoustartasuccessfuladcampaign,youmusthaveaclearaimandanaudienceinmind.Itisimportanttofigureoutexactlywhatyouwanttotelltheaudienceandwhatyouaretryingtogetthemtodo.Inanadcampaignyou.mayneedtoemploydifferentkindsofmedia,includingposters,newspapers,magazines,radioandtelevision.
Therearethreemajorquestionsyoumustfirstconsider:
1.Whoistheaudienceforyouradcampaign
Thepeopleyouwanttoreachareyourtargetaudience.Inordertodetermineyouraudience,youwillneedtodoalittleresearchandanalysisinadvance.Youwillneedtoexplorewhattheaudiencealreadythinks.Itisveryimportanttoknowyouraudiencesoyoucancreatetherightmessagefortherightpeople.
2.Whatdoyouwantyouradcampaigntosay
Afteryouhavedecidedwhoyouraudienceis,itistimetodecidewhatyouwanttheaudiencetoknoworthinkabout.Itisimportanttoalwaystrytoappealtotheaudienceinordertogetthemtoreactinacertainway.Youcangatherthisinformationfromyourresearch.Whenplanningapublicwelfarecampaign,youmaywanttoaskyourself:
Whatdoesmyaudiencealreadyknowaboutthisproblem
Whataspectsofthisproblemwouldtheycareaboutorbeconcernedwith
Istheresomehistorybehindtheproblemthattheywouldbeinterestedin
Howdoestheproblempersonallyaffecttheirlives
3.Howdoyoureachyouraudience
Therearelotsofdifferentwaystogetyourmessageacrosswhenyouareputtingtogetheranadcampaign.Youmustdecidewhat,approachyouwanttouse.Thisdecisionshoulddependmainlyonyourtargetaudienceandwhichkindsofadsreachthatgroupbest,
Anti-smokingadcampaign
Everyyearmillionsofpeoplearoundtheworlddieduetosmoking.EverypocketofcontainspoisonouschemicalsthatcanresultinlungCancerandheartdisease.Thiscostscountriesalotofmoneyandcausesgreatdamagetothewelfareofthepeople.TherearehugenumbersofsmokersinAsia,Thisiswhywehavechosenanti-smokingasthesubjectofouradcampaign.
Thetargetaudienceishigh-schoolteenagers.Ourmainaimistodiscourageyoungpeoplefromsmoking.Ourresearchshowsthatyoungpeoplecareabouttheirhealthandfuture.Wewilleducatethemaboutthebadphysicaleffectsofsmokingandhowsmokingaffectsthosepeoplearoundthem.Wewillexplainalltheadvantagesofnotsmoking,suchassavingmoneywhichcanthenbespentonotherthings.Ourinterviewsalsoindicatethatyoungpeopleareconcernedaboutwhatiscoolandwhattheirfriendslike.Wewillshowhowsmokingisnotcoolorattractive,becauseitmakespeoplesmellterrible,andgivesthembadteeth,skinandfingernails.Ifwecanconvinceyoungpeoplenottostart,theymightthenurgetheirparentsandotherpeopletogiveupsmoking,too.
Ourcampaignwillstarton31May,WorldNoTobaccoDay.Wewillputlargepostersaroundtheschoolwithourlogoandslogan.Ourwebsitewillprovidestudentswithmoreinformationaboutsmoking.Wewillalsopublishanarticleintheschoolmagazineinformingstudentsaboutthedangersofsmoking,andwewillorganizeanessaycompetitionaswell.
Ourslogan:
Smokingkills!
Manypeoplethinkthatsmokingiscoolorenjoyable,buttheyarenotfullyawareofthedamagethatitdoestotheirhealth.Thisiswhywechoosethispictureasourlogo.Wewanttoshockpeopleintorealizingthatmanysmokersdiealltoosoonfromillnessesanddiseasesrelatedtosmoking.
Unit2Reading
TheOlympicGames
Goodafternoon,studentsandteachers.AsamemberoftheInternationalOlympicCommittee,IamdelightedtohavebeeninvitedtoyourschooltotalktoyouaboutthehistoryandsignificanceoftheOlympicGames.I'
llsharesomeinterestingfactsandstorieswithyou,andthenwe'
llhavetimeforquestions.
DoyouknowwhentheancientOlympicGamesbeganItwasintheyear776BC.TheywereheldatOlympiainGreeceeveryfouryears,foralmost12centuries,untilAD394.
SomeofthesportsfromtheancientOlympicsarestillseentoday,suchasthelongjump,wrestlingandrunning.AttheancientOlympics,bytraditiontheathleteswereallmenandtheyhadtocompetewearingnoclothes.Singlewomenwereallowedtotakepartintheirowncompetition,ataseparatefestivalinhonourofHera,thewifeoftheGreekgodZeus.Today,bothmaleandfemaleathletesfromaroundtheworldcantakepart,nomatterwhatnationtheycomefrom.
ThecontemporaryOlympicswerefirstheldin1896,inAthens.ItwasaFrenchman,PierredeCoubertin,whobroughttheOlympicsbacktolife.HedreamtthattheOlympicswouldmakeitpossibleforpeopleofallcountriestolivesidebysideinpeace.Nowpeopleallovertheworldarehelpingtorealizethisdream.Amongthemaremanywell-knownathletes.
Didyouknowthatperhapsthemostfamousboxerofalltimefirstcametopublicattentionduringthe1960RomeOlympicsHewonthegoldmedalfortheUSA,underhisbirthnameCassiusClay.Afterwards,thisyoungmanwentontowintheWorldHeavyweightBoxingChampionshipin1964andlaterchangedhisnametotheoneweallknow,MuhammadAli.HereturnedtotheOlympicGamesinAtlantain1996tolighttheOlympicflameattheopeningceremony.
AnothersportsstarIwouldliketomentionisMichaelJordan.EveryoneknowsofhissuccessintheNBA,butdoyouknowthathehelpedtheUSAbasketballteamwinthegoldmedalatthe1984LosAngelesOlympicsJordanalsoreturnedtotheOlympicsaftermanyyears,butunlikeMuhammadAli,hewasstillcompetingformedals.Atthe1992BarcelonaOlympics,JordanwonhissecondOlympicgoldmedalasamemberoftheso-called'
DreamTeam'
.
ChineseathleteshavealsomadeimportantcontributionstotheOlympicGames.Atthe1984LosAngelesOlympics,thePeople'
sRepublicofChinareturnedtotheOlympicsafter32years'
absence.IamsurethewholeofChinamusthavefeltproudwhenXuHaifengwonthefirstgoldmedalforhiscountry.DengYaping,whowonfourOlympicgoldmedalsin1992and1996,isperhapsthegreatestfemaletabletennisplayertheworldhaseverseen.Atthe2004AthensOlympicGames,LiuXiangexcitedpeoplealloverAsiawhenhebecamethefirstAsiantowinthegoldmedalinthemen'
s110-metrehurdles.
TheChineseledthewayatthe2008BeijingOlympics,winning51goldmedals.Forthefirsttimeinhistory,theChinesewomen'
sgymnasticsteamwonthegoldmedal.However,theathletethatsomepeopleremembermostwasZhangNing,aformerb