《牛津高中英语》模块4课文Word文件下载.docx

《牛津高中英语》模块4课文Word文件下载.docx

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Doesanadvertisementtellpeoplethecompletetruth

Therearelawstoprotectpeoplefromadvertisementsthatcheatpeople.However,westillmustbeawareoftheskilful

methodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.Onetoothpasteaddeclares,‘Bright-teethfightsbad

breath!

'

Thisstatementtriestofoolyouintoassumingthatthetoothpastecuresbadbreath,yetitdoesnotsaythat!

Allitsaysisthatfightsit,andthatisnotthesamethingatall.Onegrocerytellscustomers,‘Youareproudofyourcooking,soshouldn'

tyoubuytheveryfreshestfood'

Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!

Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicecomment,rememberthewords‘freshest

food'

，andmakeamentalconnectionwiththefoodinthegrocery.Wemustnotfallforthiskindoftricks.

Publicserviceadvertisements

Notalladsplaytricksonusthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublic.PSAsaimtoteachusandhelpusleadbetterlives.OurgovernmentunderstandsthisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwidepublicserviceadvertisingcampaignin1996,and

sincethenvarioustypesofPSAshaveappearedaroundthecountry.Youhaveprobablyseenorheardsomeofthemyourself,suchas,‘Yestolife,notodrugs'

and‘knowledgechanges

life.'

Theseadsdealwithwidespreadsocialconcerns.TherearealsoPSAsthatencouragepeopletosupportpublicserviceprojects,suchasProjectHope.Itsmottois‘ProjectHope---educatingeverychild'

.ThereareevenPSAstoteach

ushowtolivehealthylives.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.Youcangatherthis

informationfromyourresearch.Whenplanningapublicwelfarecampaign,youmaywanttoaskyourself:

•Whatdoesmyaudiencealreadyknowaboutthisproblem

•Whataspectsofthisproblemwouldtheycareabout

orbeconcernedwith

•Istheresomehistorybehindtheproblemthattheywouldbeinterestedin

•Howdoestheproblempersonallyaffecttheirlives

3Howdoyoureachyouraudience

Therearelotsofdifferentwaystogetyourmessageacrosswhenyouareputtingtogetheranadcampaign.Youmustdecidewhatapproachyouwanttouse.Thisdecisionshoulddependmainlyonyourtargetaudienceandwhichkindsofadsreachthatgroupbest.

24.M4U1.Project

（2）—Anti-smokingadcampaign

Everyyearmillionsofpeoplearoundtheworlddieduetosmoking.Everypacketofcigarettescontainspoisonouschemicalsthatcanresultinlungcancerandheartdisease.Thiscostscountriesalotofmoneyandcausesgreatdamagetothewelfareofthepeople.TherearehugenumbersofsmokersinAsia.Thisiswhywehavechosenanti-smokingasthesubjectofouradcampaign.

Thetargetaudienceishigh-schoolteenagers.Ourmainaimistodiscourageyoungpeoplefromsmoking.Ourresearchshowsthatyoungpeoplecareabouttheirhealthandfuture.Wewilleducatethemaboutthebadphysicaleffectsofsmokingandhowsmokingaffectsthosepeoplearoundthem.Wewillexplainalltheadvantagesofnotsmoking,suchassavingmoneywhichcanthenbespentonotherthings.Ourinterviewsalsoindicatethatyoungpeopleareconcernedaboutwhatiscoolandwhattheirfriendslike.Wewillshowhowsmokingisnotcoolorattractive,becauseitmakespeoplesmellterrible,andgivesthembadteeth,skinandfingernails.Ifwecanconvinceyoungpeoplenottostart,theymightthenurgetheirparentsandotherpeopletogiveupsmoking,too.

Ourcampaignwillstarton31May,WorldNoTobaccoDay.Wewillputlargepostersaroundtheschoolwithourlogoand

slogan.Ourwebsitewillprovidestudentswithmoreinformationaboutsmoking.Wewillalsopublishanarticleintheschoolmagazineinformingstudentsaboutthedangersofsmoking,andwewillorganizeanessaycompetitionaswell.

Ourslogan:

Smokingkills!

Manypeoplethinkthatsmokingiscoolorenjoyable,buttheyarenotonlyfullyawareofthedamagethatitdoestotheirhealth.Thisiswhywechosethispictureasourlogo.Wewanttoshockpeopleintorealizingthatmanysmokersdiealltoosoonfromillnessesanddiseasesrelatedtosmoking.

25.M4U2.Reading—TheOlympicGames

Goodafter,studentsandteachers.Asamemberofthe

InternationalOlympicCommittee,IamdelightedtohavebeeninvitedtoyourschooltotalktoyouaboutthehistoryandsignificanceoftheOlympicGames.I'

llsharesomeinteresting

question.

DoyouknowwhentheancientOlympicGamesbeganItwasintheyear776BC.TheywereheldatOlympiainGreeceeveryfouryears,foralmost12centuries,untilAD394.

SomeofthesportsfromtheancientOlympicarestillseentoday,suchasthelongjump,wrestlingandrunning.AttheancientOlympics,bytraditiontheathleteswereallmenandtheyhadtocompetewearing,nocloths.Singlewomenwereallowedtotakepartintheirowncompetition,ataseparatefestivalhonourofHera,thewifeoftheGreekgodZeus.Today,bothmaleandfemaleathletesformaroundtheworldcantakepart,nomatterwhatnationtheycomefrom.

ThecontemporaryOlympicswerefirstheldin1896,inAthens.ItwasaFrenchman,PierredeCoubertin,whobroughttheOlympicsbacktolife.HedreamtthattheOlympicswouldmakeitpossibleforpeopleofallcountriestolivesidebysideinpeace.Nowpeopleallovertheworldarehelpingtorealizethisdream.Amongthemaremanywell-knownathletes.

Didyouknowthatperhapsthemostfamousboxerofalltimefirstcametopublicattentionduringthe1960RomeOlympicsHewonthegoldmedalfortheUSA,underhisbirthnameCassiusClay.Afterwards,thisyoungmanwentontowintheWorld

HeavyweightBoxingChampionshipin1964andlaterchangehisnametotheoneweallknow,MuhammadAli.HereturnedtotheOlympicGamesinAtlantain1996tolighttheOlympicflameattheopeningceremony.

AnothersportsstarIwouldliketomentionisMichaelJordan.

EveryoneknowsofhissuccessintheNBA,butdoyouknowthathehelpedtheUSAbasketballteamwinthegoldmedalatthe1984LosAngelesOlympicsJordanalsoreturnedtotheOlympicsaftermanyyears,butunlikeMuhammaAdli,hewasstillcompetingformedals.Atthe1992BarcelonaOlympics,JordanwonhissecondOlympicgoldmedalasamemberoftheso-called'

DreamTeam‘.

ChineseathleteshavealsomadeimportantcontributionstotheOlympicGames.Atthe1984LosAngelesOlympics,thePeople'

sRepublicofChinareturnedtotheOlympicsafter32years'

absence.IamsurethewholeofChinamusthavefeltproudwhenXuHaifengwonthefirstgoldmedalforhiscountry.DengYaping,whowonfourOlympicgoldmedalsin1992and1996,isperhapsthegreatestfemaletabletennisplayertheworldhaseverseen.Atthe2004AthensOlympicGames,LiuXiangexcitedpeoplealloverAsiawhenhebecamethefirstAsiantowinthegoldmedalinthemen'

s110-metershurdles.

TheChineseledthewayatthe2008BeijingOlympics,winning51goldmedals.Forthefirsttimeinhistory,theChinesewomen'

sgymnasticsteamwonthegoldmedal.However,theathletethatsomepeopleremembermostwasZhangNing,aformerba