江苏专用学年高中英语Unit1AdvertisingPeriodOneWelcometotheunitReading讲义牛津译林版必修4.docx

1、江苏专用学年高中英语Unit1AdvertisingPeriodOneWelcometotheunitReading讲义牛津译林版必修4Unit 1 Advertising Period One Welcome to the unit & Reading AdvertisingAdvertising is only part of the total sales effort，but it is the part that attracts the most attention.This is natural enough because advertising is designed for

2、 just that purpose.The simplest kind of advertising is the classified ad.Every day the newspapers carry a few pages of these ads；in the large Sunday editions there may be several sections of them.A classified ad is usually only a few lines long.It is really a notice or an announcement that something

3、 is available.Newspapers also carry a large amount of display advertising.Newspapers generally reach an audience only in a limited area.To bring their message to a larger audience，many who want to put out their ads use national magazines.Many of the techniques of modern advertising were developed in

4、 magazine ads.The use of bright colors，attractive pictures，and short messages is all characteristics of magazine ads.The most important purpose is to catch the eye.The message itself is usually short，often no more than a slogan which the public identifies with the product.1.slogan n.(广告)标语Read the p

5、assage and answer the following questions.1.A notice in a newspaper belongs to classified ads.2.In this passage there are three kinds of media that carry ads mentioned.Period OneWelcome to the unit & Reading.单词自测1.advertising n.做广告；广告活动；广告业advertisement n.广告；广告宣传advertise vt.& vi.做广告，宣传2. drug n.毒品；

6、药，药物3. shine n.光亮，光泽；vi.发光，闪耀shiny adj.发光的，闪耀的4.persuade vt.说服，劝说；使信服5.welfare n.(个体或群体的)幸福、安全和健康；福利6.cheat vt.& vi.欺骗；作弊；n.骗子；欺诈行为7.skilful adj.有技巧的；熟练的skill n.技巧8.innocent adj.清白的，无罪的；无恶意的；纯真的innocence n.清白，无辜9.breath n.气息；呼吸breathe vt.& vi.呼吸10.fool vt.欺骗，愚弄；n.傻瓜foolish adj.傻的11.cure vt.治愈；解决；n.药

7、物，疗法；对策12.pleased adj.高兴，满意；乐于(做某事)please vt.使高兴14.mental adj.心理的；思想的，精神的；智力的mentally adv.精神上地15.trick n.骗局；玩笑，恶作剧；戏法，把戏；诀窍；vt.欺骗，欺诈16.aim vt.& vi.以为目标；瞄准；n.目的，目标17.campaign n.运动(为了某种目的而进行的一系列有计划的活动)18.motto n.座右铭；格言，箴言19.benefit vt.& vi.使受益；得益于；n.益处；救济金；资金20.promote vt.推广，宣传；促销；促进，推动22.slave n.完全受控

8、制的人；奴隶23.consult vt.咨询；请教.短语自测1.be related to与相关2.stand for代表；象征3.be meant to旨在，目的是4.protect.against/from sth.保护，防护不受到5.be aware of意识到；明白6.even if/though虽然，即使7.fall for上的当，受的骗8.play tricks on欺骗；捉弄9.deal with涉及，关于；处理，应付10.warn against提醒注意；警告11.agree with sb.同意某人.根据课文内容选择正确答案1.How many main types of a

9、dvertisements are there in our life generally?A.One. B.Two. C.Three. D.Four.答案B2.What is the purpose of PSAs?A.To attract peoples attention.B.To promote commercial products.C.To advertise various services.D.To educate the public and help people lead better lives.答案D3.What should we do when it comes

10、to advertisements?A.We should believe these advertisements totally.B.We should never believe these advertisements.D.We should believe that all ads are meant to benefit the public.答案C4.In the following sentences，which is NOT true?A.Some PSAs teach people to live healthy lives.B.PSAs stand for public

11、service advertisements.D.There are laws to protect people from advertisements that cheat people.答案C5.When did China begin a nationwide public service advertising campaign?A.In 1996. B.In 1986. C.In 1990. D.In 1998.答案A.阅读课文完成下表，每空一词Title：AdvertisementsThe function of advertisements is to persuade peo

12、ple to buy things or accept ideas.Advertisements can be found in all kinds of media.There are two main types：commercial advertisements and public service advertisements.难句分析A commercial advertisement is one which someone has paid for to advertise a product or service.句式分析：句中which引导一个定语从句，修饰先行词one。自主

13、翻译：商业广告是为了推销产品或服务而付费做的广告。1.persuade语境感悟(1)(教材P2)An advertisement uses words and pictures to persuade people to buy a product or service，or to believe in an idea.广告利用文字和图片说服人们购买产品或服务，或相信一种理念。(2)How can we persuade him into joining us?我们怎么才能说服他加入我们呢？(3)Can you persuade her out of her foolish plans?你能劝

14、她放弃她那些愚蠢的计划吗？归纳拓展persuade vt.说服，劝说；使信服persuade sb.to do sth.persuade sb.into doing sth.说服 劝说 某人做某事 一定成功 persuade sb.not to do sth.persuade sb.out of doing sth.说服某人停止做某事try to persuade sb.to do sth. advise sb.to do sth. 建议某人做某事 不一定成功 persuade sb.that.使某人相信；劝服某人persuade sb.of sth.使某人相信某事即时跟踪(1)Dont le

15、t yourself be persuaded to buy/into buying things you dont really want.不要被说服去购买那些你其实不需要的东西。(2)We finally persuaded Ben of the wisdom of the decision.我们最终使本相信了这个决定是明智的。(3)Mr.Li no longer smokes now because his wife him to give up smoking last year.A.suggested B.advisedC.persuaded D.told答案C2.advertise

16、语境感悟(1)(教材P2)A commercial advertisement is one which someone has paid for to advertise a product or service.商业广告是人们为了推销产品或服务而付费做的广告。(2)We should advertise for someone to look after our children.我们该登个广告聘人来照看我们的孩子。(3)Put an advertisement in the local paper to sell your car.在当地报纸上登一则广告来出售你的汽车。(4)He ans

17、wered the advertisement in the paper and got a job.他应征报纸上的广告因而找到一份工作。归纳拓展(1)advertise vt.& vi.做广告，宣传advertise sth.做广告推销某物advertise for sb./sth.为招聘或寻找某人/物登广告(2)advertisement n.广告put/place an advertisement in the newspaper在报纸上登广告answer/reply to an advertisement 回应广告(3)advertiser n.C刊登广告者；广告商(4)adverti

18、sing n.U 做广告；广告业；广告活动即时跟踪(1)用 advertise的适当形式填空They advertised the tenyear gettogether on email.It is said that she works in an advertising company.We can see advertisements everywhere and at any time.Advertisers hope to promote their products by advertisement.(2)In the near future，more in space tech

19、nology will be made by scientists.A.advantages B.adventuresC.advances D.advertisements答案C解析句意为：在不久的将来，科学家们将在太空技术方面取得更大的进步。advantage优势；adventure冒险；advance前进，进步；advertisement广告。根据句意可知C项正确。3.cheat语境感悟(1)(教材P2)There are laws to protect people from advertisements that cheat people.有法律保护人们免受骗人广告的欺诈。(2)He

20、is a liar and a cheat.他既是个说谎者又是个骗子。 (3)They cheated her into marrying him.他们骗她同他结婚。归纳拓展cheat vt.& vi.欺骗，哄骗；n.骗子；欺诈行为cheat sb. out of sth.骗取某人某物cheat sb.into doing sth.骗某人 做 某事即时跟踪(1)Why are you always cheated into lending him money(被骗借给他钱) again and again?(2)Two young men cheated the old lady of her

21、 necklace(骗取了老妇人的项链) and then got away.(3)The boy was caught cheating in the exam(考试作弊).No way！It is not my style to help others .A.advertise B.cheerC.affect D.cheat答案D解析句意为：请告诉我这个问题的答案好吗？没门！帮助别人作弊不是我的风格。advertise做广告；cheer 欢呼；affect影响；cheat作弊，欺骗。根据句意可知D项正确。4.cure语境感悟(1)(教材P2)This statement tries to

22、fool you into assuming that the toothpaste cures bad breath，yet it does not say that!这种描述试图诱骗你以为这种牙膏可以治疗口臭，然而它却没有那么说。(2)Doctors say that there are several possible cures.医生说有几种可能奏效的疗法。(3)The authors mother told him to borrow a book in order to help cure him of his reading problem.(2015天津)作者的妈妈让他去借书是

23、为了帮助他克服阅读障碍。归纳拓展cure vt.治愈；解决；n.药物；疗法；对策cure sb.of sth.治好某人的病；矫正某人的不良行为a cure for.的疗法；的对策即时跟踪(1)This medicine will cure you of your headache.这种药能治好你的头痛。(2)The government is trying to find a good cure for unemployment.政府正试图寻找一种解决失业的好办法。(3)His son is very naughty and has formed some bad habits.I think

24、 he should .A.cure them of him B.cure him of themC.cure them off him D.cure him off them答案B解析句意为：他的儿子非常淘气，并且已经养成了一些坏的习惯。我认为他应该把他儿子的那些不良习惯纠正过来。cure sb.of sth.意为“矫正某人的不良行为”。 语境感悟(1)(教材P2)The grocery just hopes that when you read the ad，you will feel pleased with the nice comment，remember the words fre

25、shest food，and make a mental connection with the food in the grocery.这家食品杂货店只是希望当你读到这则广告时，你会很乐于看到其中的恭维，并记住“最新鲜的食品”这几个词，在心理上将其与该店的食品联系起来。(2)The teacher refused to comment on the exam result.老师不肯评论考试成绩。(3)He made comments on the film after he saw it.他看完电影后对其大加评论。归纳拓展comment n.评论，评价；vi.评论，议论comment on/

26、about sth./sb.对某事/人进行评论make comments/no comment on sth./sb.对某事/人进行评论/不进行评论comment that.评论；发表意见即时跟踪(1)Asked about the date of the election，the Prime Minister commented that(发表意见) no decision had been made yet.(2)She was asked about the pay increase but made no comment(不进行评论) on it.(3)My 10yearold not

27、iced him and made a on how bad it must be to have to stand outside in the cold wind.(2015全国，43)答案B解析考查名词词义辨析。句意为：我的十岁的孩子看到了他，感慨说被迫站在冷风中一定非常糟糕。make a comment on对发表评论，符合题意。suggestion建议；decision决定；call电话，均不符合句意。6.aim语境感悟(1)(教材P3)PSAs aim to teach us and help us lead better lives.公益广告旨在教育我们，并帮助我们过更好的生活。

28、(2)My main aim on this course is to gain confidence.我上该课程的主要目的是获取自信。(3)We should always aim at doing our work well.我们应力求始终做好本职工作。(4)The book is aimed at people without specialized knowledge.这本书适宜那些没有专业知识的人阅读。归纳拓展aim vt.& vi.以为目标，瞄准；n.目标，目的aim to do/at doing sth.意欲、力求做某事be aimed at doing sth.旨在 做 某事，

29、目的在于 做 某事with the aim of为了take aim at.向瞄准，瞄准without aim漫无目的地achieve ones aim实现目标即时跟踪(1)We visit schools with the aim of getting young people interested in the theatre. (2)He spent most of his life without aim.他毫无目标地度过了大半生。(3)The government is aiming at lowering the unemployment.政府正力争降低失业率。(4)The pro

30、ject is one of the many government programmes improving the of the poorest people in China.A.aiming at；condition B.aimed at；situationC.aiming at；occasions D.aimed at；cases 答案B解析句意为：有许多政府工程旨在改善中国最贫困的人们的状况，这个项目就是其中之一。根据短语be aimed at“旨在，目的是”，可排除A、C两项。situation意为“形式，情况”；case意为“案件；事例”，根据题干中的improve可知第二空用

31、situation。7.benefit语境感悟(1)(教材P3)All of these ads are meant to benefit the public，and you can often learn a lot by following the advice they give.所有这些广告都旨在造福公众，按照它们所给的建议你通常能学到很多东西。(2)Many of the things we now benefit from would not be around but for Thomas Edison.(2015江苏)如果没有托马斯爱迪生的话，我们现在所受益的许多东西是不会出现的。(3)It is said yoga is of great benefit to human health.