高中英语 Unit1 Background information背景信息教案 译林牛津版必修4.docx

1、高中英语 Unit1 Background information背景信息教案 译林牛津版必修4英语必修4译林牛津Unit 1精品教案（背景信息）U1 第三部分教案Background information（牛津译林版必修4）Section 2 Background informationI. An introduction to Advertising1. Definition:American Marketing Association (AMA) defines advertising as “the non-personal communication of information

2、usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the

3、 promotive strategies advertising takes, language is the main carrier of message all along, as The Language of Advertising, by Vestergard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and r

4、apid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your money.2. Advertising Components: According to the definition of the advertising, most of the advertisements should have the following compo

5、nents:(1) AdvertiserThe advertiser is the sender of information and all the advertising activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the adv

6、ertising information. The specific owner should be a recognizable group, including corporation, enterprise, government, organization and individual. There are three significances of an advertiser (both for the advertiser themselves, and for the public): firstly, its easy for the target audience to r

7、ecognize the company and the products of it, which will promote the propagandas and the sale of its products; secondly, it will establish a high reputation for the group, enterprise, or the individual in order that the consumer will trust the brand; finally, it will prevent the advertiser from count

8、erfeiting and deceiving by legal supervision.(2) A certain amount of money paidThe advertising fees are paid by the advertiser no matter its operated by itself or other agency. Because advertising is a kind of marketing action, an advertiser has to pay for its advertisement. There are quite a few pe

9、ople who consider that too much advertising fee will inevitably raise the price and cost of the product, and thereby will influence the sale of the product. However, this conclusion is a one-sided view. Advertising can bring you a huge profit by reasonable planning and proper operation. (3) Advertis

10、ing InformationAdvertising information is the principal contents an advertisement wants to disseminate. Advertising is a serious of planning action, so the information of advertising should be aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of inform

11、ation should be accurate, definite, recognizable and moderate in length. An effective advertisement involves not only “what to say”, but also how to say”. (4) Advertising MediaMedia are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and

12、 mail. The newspaper, magazine, broadcast and TV are called the four main media of advertising. Moreover, any kind of objects or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc. Different kinds of media have differe

13、nt features, disseminating area, target audience and speed.II经典英文广告麦斯威尔咖啡 Good to the last drop 滴滴香浓，意犹未尽。雪碧 Obey your thirst. 服从你的渴望。索尼影碟机 The new digital era 数码新时代。理光复印机 We lead. Others copy. 我们领先，他人仿效。佳能打印机 Impossible made possible. 使不可能变为可能。雀巢冰激凌 Take time to indulge. 尽情享受吧！万宝路香烟 Come to where t

14、he flavor is. Marlboro Country.光临风韵之境万宝路世界。凌志轿车 The relentless pursuit of perfection. 不懈追求完美。丰田汽车 Poetry in motion, dancing close to me. 动态的诗，向我舞近。轩尼诗酒 To me, the past is black and white, but the future is always color. 对我而言，过去平淡无奇；而未来，却是绚烂缤纷。百事流行鞋 Ask for more. 渴望无限。雀巢咖啡 The taste is great. 味道好极了。麦

15、当劳 Im loving it! 我就喜欢！三星电子 Feel the new space. 感受新境界。百事可乐 the choice of a new generation 新一代的选择。IBM no business too small, no problem too big.爱立信 Make yourself heard. (Ericsson) 理解就是沟通。飘柔 Start Ahead.(Rejoice) 成功之路，从头开始。七喜 Fresh-up with Seven-up. (Seven-up) 提神醒脑，请喝七喜。英特尔 奔腾Intel Inside.(Intel Pentiu

16、m) 给电脑一颗奔腾的“芯”。 诺基亚Connecting People. (Nokia) 科技以人为本。本田For the Road Ahead.(Honda) 康庄大道。飞利浦Let us make things better.(Philips) 让我们做的更好。可口可乐Enjoy Coca-Cola.(Coca-Cola) 请喝可口可乐。摩托罗拉Communication unlimited (Motorola) 沟通无极限。奥林巴斯Focus on life.(Olympus) 瞄准生活。耐克运动鞋Just do it. 只管去做。III.常用英语前缀 A前缀re- re-是最常用的前

17、缀之一。它可以加在名词或动词前面，构成新的名词或动词。1表示回或向后。return（回来，返回）recall（回忆，召回）retract（缩回，取回） 2表示再、重新、重复的意思。review（复习）reunion（团圆，重聚）restart（重新开始）reconstruction（重建） 3表示相反、反对的意思。rebel（反叛，谋反）reverse（反转，颠倒）resist（反抗，抵抗）B前缀de-与dis- 1. 前缀de-来自拉丁语，意为away from，所以这个前缀的意义之一就是离开、出。它构成的词有一定规律性，常表离开这一深层概念，而且常与介词from等搭配。dethrone（废

18、黜） deport（驱逐出境）deduce（推断） derail（脱轨） Delete his name from the list of members把他的名字从成员名单上除去。 The train will depart from platform 2这列火车将从2号站台发车。 2. 另外，前缀de-还表示除去、取消以及否定、非、相反的意思。decamp（撤营）decode（解码）deforest（砍伐森林）decolonize（非殖民化） devaluation（贬值） He has been degraded from public office他已经被解除公职。 He descen

19、ded from his taxi他下了出租车。 3. 前缀dis-与前缀de-同源，也来自拉丁语，原义为apart分开。dis-具有不、无的意思，所以加在某些动词或名词前构成反义词。dishonest（不诚实的）disappear（不见，消失） disorder（无秩序，混乱） 4. dis-还表示取消、除去以及分开、离、散的意思。由这些意义构成的词常与from等搭配。 He discounted 15from the price of a car他把汽车价格打八五折。 Dont distract this mind from his work不要分散他工作的注意力。 5. dis-也可表示

20、相反动作或加强意义，由它构成的词也常与from等搭配，下面例子都表示相反动作。 disappear from the view 消失不见 He was discharged from hospital他出院了。C前缀in-及im-，il-，ir- 它们像同胞四兄弟，都是表示否定的前缀。表示不、无、非等否定意义。 1以字母b，m，p开头的单词，其否定前缀为im-。imbalance（不平衡的）immoral（不道德的）impossible（不可能的） 2以字母l开头的单词用il-；以字母r开头的单词用ir-。illegal（不合法的）illogical（不合逻辑的）irregular（不规则的）

21、irrelative（无关系的） 3以其他字母开头的为in-。inhuman（不人道的）injustice（不分开的）inseparable（不可分的）incorrect（不正确的）D前缀ex- 1表示出、外、由中弄出。export（出口，输出）extract（抽出，拔出）expel（逐出，赶出） 2表示前任的，以前的。ex-president（前任总统）ex-soldier（退伍军人）ex-husband （前夫）E前缀macro-与micro- macro-与micro-是一对意义相反的前缀，macro-表示宏、大；micro-表示微。macroworld（宏观世界） macroecono

22、mics（宏观经济学） macroscale（大规模）microscope（显微镜）microelement（微量元素）F前缀trans- 1表示转变、变换。transport（运输-从一地转到另一地） transplant（移植）translation（翻译-从一种语言转为另一种语言）transform（使变形，改造） 2表示超过、横跨、超。transcentury（跨世纪）transnational（跨国的）transcontinental（横跨大陆的） transatlantic（横跨大西洋的）G前缀tele- tele-表示远距离的，远。telescope（望远镜）telegram（电

23、报） telecamera（电视摄影机，远距离摄影机）H前缀super- 1表示超、超级。super- highway（超级公路）superpower（超级大国）supermarket（超市） 2表示上。superstructure（上层建筑）supervise（监督-由上面注视）superimpose（放在上面）IV.常见英语后缀-able. a. = inclined to be；likely to be done，acceptable 可接受的，readable 可读(认)的，adaptable 可适应的-age. n. = the action，result or state of，s

24、hortage 缺乏，短缺， parentage 出身，门第-al. n. = the action of，the person of，refusal 拒绝，proposal 建议，approval 认可，criminal 犯罪 分子，rival 竞争者，arrival 到达者-al. a. = inclined to be；connected with；pertaining to，colonial 殖民的，natural 自然的，political 政治的-ed.过去分词作定语 = 1)filled with；having the characteristics of. 2)done by，

25、spirited(heated) argument 热烈的讨论，honeyed word 甜言蜜语，distracted 心情纷乱-ee. n. = one who receives，testee 考生，被测验者，trainee 运动员，受训练的人，payee 受款人-er/-ar/-ur/-eer/-ier. n. = doer；device for，fighter 战士，战斗机，radar 雷达，pioneer 先锋队员-ic/ical. a. = relating to；resembling，scenic 风景的，geometric 几何的，geographical 地理的-ess/in

26、e. n. = female，actress 女演员，heroine 女英雄，mayoress 女市长-ful. a. = full of，handful 一把，一撮，mouthful 一口，cupful 一满杯-fy. v. = make；reinforce，intensify 强化，加强，purify 净化，clarify 澄清-hood. n. = condition；state，childhood 儿童期，brotherhood 手足之情，bachelorhood 独身生活-ile. a. = likely to be，hostile 敌意的，fragile 易碎的，versatile

27、 多才多艺的-ility. n. = quality of，feasibility 可行的，servility 奴性，卑屈，mobility 易动的-ing. a. = having the quality of，disturbing 令人不安的，surprising 令人吃惊的，encouraging 振奋 人心的-ion/ation. n. = action of；process of，indication 指示，relaxation 放松，perfection 完美无缺-ish. a. = having the quality of，childish 幼稚的，bookish 书生气的，d

28、evilish 魔鬼似的-ism. n. = doctrine；belief，capitalism 资本主义，adventurism 冒险主义，opportunism 机会主义-ist. n. = 1)believer in. 2)expert of，romanticist 浪漫主义作家，economist 经济学家，nationalist 民族主义者-istic. a. = full of，realistic 现实的，artistic 艺术的，humanistic 人道的-ive. a. = inclined to；having the quality of，instructive 有教育意

29、义的，offensive 进攻性的， constructive 建设性的-ize. v. = make or cause to become，realize 实现，organize 组织，popularize 普及，推广 finalize 使.了结，economize 节省，节约，industrialize 工业化-less. a. = without，jobless 失业的，tireless 不倦的，countless 数不清的-let. n. = little，booklet 小册子，townlet 小镇，houselet 小房子-like. a. = having the quality

30、 of，childlike 孩子般的，warlike 好战的，businesslike 事务式的,有条理的-logy/-ology. n. = study of，sociology 社会学，ecology 生态学，methodology 方法论-ment. n. = 1)result of. 2)agency of. 3)state of，improvement 改良，进步，government 政府， disappointment 失望-ness. n. = condition or quality of being，eagerness 渴望，carelessness 粗心，emptines

31、s 空洞，空虚-ous/-ious. a. having the quality of，famous 著名的，advantageous 有优势的，有利的，mysterious 神秘的-ship. n. = state of，friendship 友谊，partnership 合作伙伴，fellowship 交情，伙伴关系-some. a. = full of，burdensome 累赘的，沉重的，troublesome 麻烦的，laboursome 费力的-ty. n. = condition of being，security 保险，safety 安全，loyalty 忠诚-ure. n. = 1)act or fact of. 2)result of being，culture 培养，failure 失败，closure 圈地-y. a. = full of，clumsy 笨拙的，tricky 狡猾的，hairy 毛茸茸的-able,ible 可.的，能.的 readable可读的 sensible可觉察的-age 表状态，