《牛津高中英语》模块4课文0814111924.docx

1、牛津高中英语模块4课文081411192422. M4U1. Reading AdvertisementsNowadays, wecan find advertisements almost wherever we go. We are so used to them that we often do not even realize how many we see and hear in a day. I did some research on advertisements, and have some very important information to share with yo

2、u.What is an advertisementAn advertisement uses words and pictures to persuade people to buy a product or service, or believe in an idea.Newspapers, magazines, the Internet, radio and television are the most common places to find them. There are two main types of advertisements commercial advertisem

3、ents and publicservice advertisements (PSAs). A commercial advertisement is one which someonehas paid for to advertise a product or service. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem that affects public welfare.Does an advertisement tell

4、people the complete truthThere are laws to protect people from advertisements that cheat people. However, we still must be aware of the skilfulmethods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether innocent. One toothpaste ad declares, Bright -te

5、eth fights badbreath! This statement tries to fool you into assuming that the toothpaste cures bad breath, yet it does not say that! All it says is that fights it, and that is not the same thing at all. One grocery tells customers, You are proud of your cooking, so shouldnt you buy the very freshest

6、 food This ad is very clever, because it tells customers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel pleased with the nice comment, remember the words freshestfood ，and makea mental connection wi

7、th the food in the grocery. We must not fall for this kind of tricks.Public service advertisementsNot all ads play tricks on us though. PSAsuse someof the samemethods, like attractive pictures and clever language, but they are madeto serve the public. PSAsaim to teach us and help us lead better live

8、s. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign in 1996, andsince then various types of PSAs have appeared around the country. You have probably seen or heard someof them yourself, such as, Yes

9、to life ,no to drugs and knowledge changeslife. These ads deal with widespread social concerns. There are also PSAs that encourage people to support public service projects, such as Project Hope. Its motto is Project Hope- educating every child . There are even PSAs to teachus how to live healthy li

10、ves. One of these is, Whenyou smoke cigarettes, you are slowly killing yourself . All of these ads are meant to benefit the public, and you can often learn a lot by following the advice they give.Finally, I wish to tell you this: think about why you should do the things the ad suggests, or buy the p

11、roduct or service the ad promotes. When it comes to advertisements, we must all use our intelligence and not be a slave to them!23. M4U1. Project (1) How do you build an ad campaignUnlike a single advertisement, an ad campaign is a planned programmed of advertisements using various kinds of ads to r

12、each a certain audience. When you start a successful ad campaign, you must have a clear aim and an audience in mind.It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you may need to employ different kinds of media, i

13、ncluding posters, newspapers, magazines, radio and television.There are three major questions you may first consider.1 Who is the audience for your ad campaignThe people you want to reach are your target audience. In order to determine your audience, you will need to do a little research and analysi

14、s in advance. You will need to explore what the audience already thinks. It is very important to know your audience so you can create the right message for the right people.2 What do you want your ad campaign to sayAfter you have decided who your audience is, it is time to decide what you want the a

15、udience to know or think about. It is important to always try to appeal to the audience in order to get them to react in a certain way. You can gather thisinformation from your research. Whenplanning a public welfare campaign, you may want to ask yourself: What does my audience already know about th

16、is problemWhat aspects of this problem would they care ab outor be concerned with Is there some history behind the problem that they would be interested in Howdoes the problem personally affect their lives3 How do you reach your audienceThere are lots of different ways to get your messageacross when

17、 you are putting together an ad campaign. You must decide what approach you want to use. This decision should depend mainly on your target audience and which kinds of ads reach that group best.24. M4U1. Project (2) Anti-smoking ad campaignEvery year millions of people around the world die due to smo

18、king. Every packet of cigarettes contains poisonous chemicals that can result in lung cancer and heart disease. This costs countries a lot of money and causes great damage to the welfare of the people. There are huge numbers of smokers in Asia. This is why we have chosen anti-smoking as the subject

19、of our ad campaign.The target audience is high-school teenagers. Our main aim is to discourage young people from smoking. Our research shows that young people care about their health and future. We will educate them about the bad physical effects of smoking and how smoking affects those people aroun

20、d them. We will explain all the advantages of not smoking, such as saving money which can then be spent on other things. Our interviews also indicate that young people are concerned about what is cool and what their friends like. Wewill show howsmoking is not cool or attractive, because it makespeop

21、le smell terrible, and gives them bad teeth, skin and fingernails. If we can convince young people not to start, they might then urge their parents and other people to give up smoking, too.Our campaign will start on 31 May, World No Tobacco Day. We will put large posters around the school with our l

22、ogo andslogan. Our website will provide students with more information about smoking. We will also publish an article in the school magazine informing students about the dangers of smoking, and we will organize an essay competition as well.Our slogan: Smoking kills!Many people think that smoking is

23、cool or enjoyable, but they are not only fully aware of the damagethat it does to their health. This is why we chose this picture as our logo. We want to shock people into realizing that many smokers die all too soon from illnesses and diseases related to smoking.25. M4U2. Reading The Olympic GamesG

24、ood after, students and teachers. As a member of theInternational Olympic Committee, I am delighted to have been invited to your school to talk to you about the history and significa nce of the Olympic Games.I ll share someinterestingquestion.Do you know when the ancient Olympic Games began It was i

25、n the year 776BC. They were held at Olympia in Greece every four years, for almost 12 centuries, until AD 394.Someof the sports from the ancient Olympic are still seen today, such as the long jump, wrestling and running. At the ancient Olympics, by tradition the athletes were all men and they had to

26、 compete wearing, no cloths. Single women were allowed to take part in their own competition, at a separate festival honour of Hera, the wife of the Greek god Zeus. Today, both male and female athletes form around the world can take part, no matter what nation they come from.The contemporary Olympic

27、s were first held in 1896, in Athens. It was a Frenchman, Pierre de Coubertin, who brought the Olympics back to life. He dreamt that the Olympics would make it possible for people of all countries to live side by side in peace. Now people all over the world are helping to realize this dream. Among t

28、hem are many well-known athletes.Did you know that perhaps the most famous boxer of all time first came to public attention during the 1960 Rome Olympics He won the gold medal for the USA, under his birth nameCassius Clay. Afterwards, this young man went on to win the WorldHeavyweight Boxing Champio

29、nship in 1964 and later change his name to the one we all know, Muhammad Ali. He returned to the Olympic Games in Atlanta in 1996 to light the Olympic flame at the opening ceremony.Another sports star I would like to mention is Michael Jordan.Everyone knows of his success in the NBA, but do you know

30、 that he helped the USA basketball team win the gold medal at the 1984 Los Angeles Olympics Jordan also returned to the Olympics after manyyears, but unlike MuhammaAdli, he was still competing for medals. At the 1992 Barcelona Olympics, Jordan won his second Olympic gold medal as a member of the so-

31、 called Dream Team.Chinese athletes have also madeimportant contributions to the Olympic Games. At the 1984 Los Angeles Olympics, the People s Republic of China returned to the Olympics after 32 years absence. I am sure the whole of China must have felt proud whenXu Haifeng won the first gold medal

32、for his country. Deng Yaping, who wonfour Olympic gold medals in 1992 and 1996, is perhaps the greatest female table tennis player the world has ever seen. At the 2004 Athens Olympic Games, Liu Xiang excited people all over Asia when he became the first Asian to win the gold medal in the men s 110 -meters hurdles.The Chinese led the way at the 2008 Beijing Olympics, winning 51 gold medals. For the first time in history, the Chinese womens gymnastics team won the gold medal. However, the athlete that some people remember most was Zhang Ning