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1、希望英语希望英语 （第二版）（第二版）综合教程综合教程 1 1 Unit 4 Advertising希望英语希望英语 （第二版）（第二版）综合教程综合教程 2 2 外语教学与研究出版社外语教学与研究出版社外语教学与研究出版社外语教学与研究出版社希望英语（第二版）综合教程希望英语（第二版）综合教程 2 2 Unit 4 AdvertisingSpeakingReading AGrammarListeningWritingPresentationReading B&Reading CSpeakingTask 1Task 2Task 3Look at the pictures on Page 50
2、and list words or phrases about them.Then share your work with others.Speaking Task 1Suggested Words:commercialpersuade various shopping decisioneffect poster influence attractive advertisementUse the following sentence patterns and the words or phrases from Task 1 to talk about the pictures on page
3、 50.A.Of all,I likebest.B.The reason is thatSpeaking Task 2Sample Sentences:Of all these advertisements,I like the one on BMW the best.The reason is that it is simple and easy to remember.Work in pairs.Take turns asking your partner the following questions and make notes.Organize your notes and repo
4、rt to the class using the given paragraph as a model.What types of advertisements do you often see or hear?What do you feel about TV advertisements that cut your favorite movie into pieces?How do you view the relationship between advertising and your life?Speaking Task 3Model ReportTina is fond of a
5、ll kinds of advertisements,particularly TV commercials.For well-made ads,she enjoys the clever use of words,pictures and music.For those that usually make people change channels,she makes fun of them and then points out how to improve them.Her great interest in advertisements makes people believe th
6、at she is going to take up advertising as her future job.But she says she is simply trying to accept advertising as something that we cannot escape from in our life.Reading ATask 2Task 3Task 1TextNew Words and ExpressionsTask 4Task 6Task 7Task 8Task 5Reading A Task 1Give brief answers to the followi
7、ng questions.Then ask your partner about his/her answers and take notes.1.What are some of the popular media of advertising today?Suggested Answers:Some of the popular media of advertising today include television,newspapers,radio,the Internet,an outdoor display,handouts,catalogues,etc.Reading A Tas
8、k 12.Can you list some widely advertised products and brand names?Suggested Answers:Products:medicines,household appliances,cosmetics,automobiles,food,wines,body-building gadgets,personal hygiene products,etc.Brand names:Chinese:Haier,TCL,Konka,Dynasty,etc.Foreign:Colgate,Wrigley,Coca Cola,Pepsi,Son
9、y,Panasonic,KFC,Kodak,etc.Reading A Task 2 TextAdvertisingOne of the first known methods of advertising was an outdoor display,usually an eye-catching sign painted on the wall of a building.Researchers have discovered many such signs,for example,in the ruins of ancient Rome and Pompeii.An outdoor ad
10、vertisement found in Rome offers property for rent,and one found painted on a wall in Pompeii calls the attention of travelers to a hotel in another town.1Reading A Task 2 Text In the Middle Ages a simple but effective form of advertising was very popular.Tradespeople paid so-called“town criers”who
11、shouted the praises of the merchants goods.Printed advertising played no big role until the invention of the printing press by Johannes Gutenberg in 1445.Now the printers and later the merchants used little handouts to advertise their products.These handouts often contained special symbols of the tr
12、adespeople and were also used as posters on walls.This form of advertisement lasted for a very long time.2Reading A Task 2 Text In terms of volume and technique,advertising made its greatest early advances in the United States of America.In the early times,the nation was underdeveloped and lacked lo
13、ng-distance transportation and communication systems.Thats why advertising across the country was not practical.But clever manufacturers had the idea of reaching the consumer directly through catalogs.So the first American mail-order houses appeared in the early 1870s.3Reading A Task 2 Text In the 1
14、880s a new age of advertising began.New methods of manufacturing led to greatly increased output and decreased the costs for the producers of consumer goods.The products now could be packaged at the plant.Moreover,the telegraph network was in place and the continent had been crisscrossed by a networ
15、k of railroads.4Reading A Task 2 Text The most widely advertised consumer products at this time had been patent medicines.In 1893 more than half of over a hundred firms spending more than fifty thousand dollars annually on advertising were patent medicine manufacturers.5Reading A Task 2 Text But onl
16、y 20 years later,most of these firms were not patent medicine manufacturers any more but manufacturers of food,soap,cosmetics and automobiles.These firms began to market their packaged goods under brand names.Some of the first brands were Colgate,Wrigley and Coca Cola.Previously such everyday househ
17、old products like milk,sugar,soap,rice and candles had been sold in neighborhood shops from bulk packages.6Reading A Task 2 Text In the 1920s advertisers and their agents had come to realize the radios possibilities.With its appealing programs,radio could convey their message directly to the consume
18、r who would not need to buy a newspaper or even need to be able to read.7Reading A Task 2 Text In the 1950s came television which developed fast to be one of the most popular advertising media.Now advertisers could show the use of their products and present well-known people to praise them.8Reading
19、A Task 2 Text Today advertisers spend millions of dollars for their campaigns,although they dont always know how effective their advertising dollars really are.Frank Woolworth once said:“I know that half of my advertising budget is wasted.The problem is that I dont know which half.”9Reading A Task 2
20、 Text 广广 告告 最早为人所知的广告方式之一是户外展示，通最早为人所知的广告方式之一是户外展示，通最早为人所知的广告方式之一是户外展示，通最早为人所知的广告方式之一是户外展示，通常是绘在建筑物墙上引人注目的广告标识。例如，常是绘在建筑物墙上引人注目的广告标识。例如，常是绘在建筑物墙上引人注目的广告标识。例如，常是绘在建筑物墙上引人注目的广告标识。例如，研究人员已经在罗马古城和庞培古城的废墟中发现研究人员已经在罗马古城和庞培古城的废墟中发现研究人员已经在罗马古城和庞培古城的废墟中发现研究人员已经在罗马古城和庞培古城的废墟中发现了许多这样的标识。他们在罗马古城发现了一则房了许多这样的标识。他
21、们在罗马古城发现了一则房了许多这样的标识。他们在罗马古城发现了一则房了许多这样的标识。他们在罗马古城发现了一则房屋出租的户外广告；在庞培古城发现了画在墙上的屋出租的户外广告；在庞培古城发现了画在墙上的屋出租的户外广告；在庞培古城发现了画在墙上的屋出租的户外广告；在庞培古城发现了画在墙上的一幅广告，向游客推荐另一小镇上的一家旅馆。一幅广告，向游客推荐另一小镇上的一家旅馆。一幅广告，向游客推荐另一小镇上的一家旅馆。一幅广告，向游客推荐另一小镇上的一家旅馆。TextReading A Task 2 Text 在在在在中中中中世世世世纪纪纪纪，一一一一种种种种简简简简单单单单而而而而有有有有效效效效的
22、的的的广广广广告告告告形形形形式式式式十十十十分分分分流流流流行行行行。商商商商人人人人雇雇雇雇用用用用所所所所谓谓谓谓的的的的“公公公公告告告告传传传传报报报报员员员员”大大大大声声声声赞赞赞赞美美美美他他他他们们们们的的的的产产产产品品品品。直直直直到到到到1445144514451445年年年年约约约约翰翰翰翰尼尼尼尼斯斯斯斯谷谷谷谷登登登登堡堡堡堡发发发发明明明明了了了了印印印印刷刷刷刷机机机机，印印印印刷刷刷刷广广广广告告告告才才才才开开开开始始始始发发发发挥挥挥挥重重重重要要要要作作作作用用用用。这这这这时时时时的的的的印印印印刷刷刷刷商商商商和和和和随随随随后后后后的的的的商商商
23、商人人人人开开开开始始始始使使使使用用用用小小小小传传传传单单单单来来来来宣宣宣宣传传传传他他他他们们们们的的的的产产产产品品品品。这这这这些些些些传传传传单单单单通通通通常常常常印印印印有有有有商商商商人人人人的的的的特特特特殊殊殊殊标标标标记记记记，并并并并且且且且也也也也可可可可以以以以作作作作为为为为海海海海报报报报贴贴贴贴在在在在墙墙墙墙上上上上。这这这这种种种种广广广广告告告告形形形形式式式式延延延延续续续续了了了了很很很很长长长长一一一一段段段段时时时时间。间。间。间。TextReading A Task 2 Text 就就就就规规规规模模模模和和和和技技技技术术术术而而而而言言
24、言言，广广广广告告告告业业业业是是是是在在在在美美美美国国国国取取取取得得得得了了了了初初初初期期期期大大大大发发发发展展展展的的的的。早早早早期期期期的的的的美美美美国国国国并并并并不不不不发发发发达达达达，缺缺缺缺乏乏乏乏长长长长途途途途运运运运输输输输和和和和通通通通信信信信系系系系统统统统，因因因因而而而而在在在在全全全全国国国国范范范范围围围围内内内内做做做做广广广广告告告告行行行行不不不不通通通通。但但但但聪聪聪聪明明明明的的的的生生生生产产产产商商商商想想想想出出出出了了了了通通通通过过过过产产产产品品品品目目目目录录录录册册册册直直直直接接接接与与与与消消消消费费费费者者者者建
25、建建建立立立立联联联联系系系系的的的的方方方方式式式式。这这这这样样样样，在在在在19191919世世世世纪纪纪纪70707070年年年年代代代代初初初初美美美美国国国国出出出出现了第一批邮购商号。现了第一批邮购商号。现了第一批邮购商号。现了第一批邮购商号。TextReading A Task 2 Text 19191919世世世世纪纪纪纪80808080年年年年代代代代，广广广广告告告告业业业业的的的的新新新新时时时时代代代代开开开开始始始始了了了了。新新新新的的的的生生生生产产产产方方方方式式式式使使使使产产产产量量量量大大大大幅幅幅幅增增增增长长长长并并并并降降降降低低低低了了了了消消消
26、消费费费费品品品品生生生生产产产产商商商商的的的的成成成成本本本本。现现现现在在在在产产产产品品品品可可可可以以以以在在在在工工工工厂厂厂厂里里里里进进进进行行行行包包包包装装装装了了了了。此此此此外外外外，电报网已经投入使用，铁路网也遍布北美大陆。电报网已经投入使用，铁路网也遍布北美大陆。电报网已经投入使用，铁路网也遍布北美大陆。电报网已经投入使用，铁路网也遍布北美大陆。TextReading A Task 2 Text 在在在在这这这这个个个个时时时时期期期期广广广广告告告告宣宣宣宣传传传传最最最最多多多多的的的的消消消消费费费费产产产产品品品品是是是是成成成成药药药药。189318931
27、8931893年年年年，在在在在年年年年广广广广告告告告费费费费用用用用超超超超过过过过5 5 5 5万万万万美美美美元元元元的的的的一一一一百百百百余余余余家家家家企企企企业业业业中，有半数以上都是成药生产商。中，有半数以上都是成药生产商。中，有半数以上都是成药生产商。中，有半数以上都是成药生产商。TextReading A Task 2 Text 但但但但仅仅仅仅过过过过了了了了20202020年年年年，在在在在广广广广告告告告大大大大户户户户中中中中占占占占多多多多数数数数的的的的已已已已不不不不再再再再是是是是成成成成药药药药生生生生产产产产商商商商，而而而而是是是是食食食食品品品品、
28、肥肥肥肥皂皂皂皂、化化化化妆妆妆妆品品品品和和和和汽汽汽汽车车车车生生生生产产产产商商商商。这这这这些些些些企企企企业业业业开开开开始始始始使使使使用用用用品品品品牌牌牌牌来来来来推推推推销销销销其其其其带带带带包包包包装装装装的的的的产产产产品品品品。最最最最早早早早的的的的品品品品牌牌牌牌有有有有高高高高露露露露洁洁洁洁、箭箭箭箭牌牌牌牌和和和和可可可可口口口口可可可可乐乐乐乐。此此此此前前前前牛牛牛牛奶奶奶奶、糖糖糖糖、肥肥肥肥皂皂皂皂、大大大大米米米米和和和和蜡蜡蜡蜡烛烛烛烛等等等等家家家家庭庭庭庭日日日日用用用用品品品品只只只只是是是是以以以以散装形式在居住区附近的商店零售。散装形式
29、在居住区附近的商店零售。散装形式在居住区附近的商店零售。散装形式在居住区附近的商店零售。TextReading A Task 2 Text 20202020世世世世纪纪纪纪20202020年年年年代代代代，广广广广告告告告客客客客户户户户和和和和他他他他们们们们的的的的代代代代理理理理商商商商逐逐逐逐渐渐渐渐意意意意识识识识到到到到可可可可以以以以通通通通过过过过电电电电台台台台做做做做广广广广告告告告。通通通通过过过过精精精精彩彩彩彩的的的的节节节节目目目目，电电电电台台台台可可可可以以以以将将将将广广广广告告告告客客客客户户户户的的的的产产产产品品品品信信信信息息息息直直直直接接接接传传传
30、传递递递递给给给给消消消消费费费费者者者者。消消消消费者不需要买报纸，甚至不需要识字。费者不需要买报纸，甚至不需要识字。费者不需要买报纸，甚至不需要识字。费者不需要买报纸，甚至不需要识字。TextReading A Task 2 Text 20202020世世世世纪纪纪纪50505050年年年年代代代代出出出出现现现现了了了了电电电电视视视视，它它它它很很很很快快快快发发发发展展展展成成成成为为为为最最最最受受受受欢欢欢欢迎迎迎迎的的的的广广广广告告告告媒媒媒媒体体体体之之之之一一一一。广广广广告告告告客客客客户户户户可可可可以以以以展展展展示示示示如如如如何何何何使使使使用他们的产品，还可以
31、邀请名人来做宣传。用他们的产品，还可以邀请名人来做宣传。用他们的产品，还可以邀请名人来做宣传。用他们的产品，还可以邀请名人来做宣传。TextReading A Task 2 Text 现在广告客户花费成百上千万美元做宣传，尽现在广告客户花费成百上千万美元做宣传，尽现在广告客户花费成百上千万美元做宣传，尽现在广告客户花费成百上千万美元做宣传，尽管他们有时并不知道花这么多钱到底效果如何。弗管他们有时并不知道花这么多钱到底效果如何。弗管他们有时并不知道花这么多钱到底效果如何。弗管他们有时并不知道花这么多钱到底效果如何。弗兰克兰克兰克兰克伍尔沃思曾经说过：伍尔沃思曾经说过：伍尔沃思曾经说过：伍尔沃思曾
32、经说过：“我知道一半的广告预算都被浪费了。我知道一半的广告预算都被浪费了。问题是我不知道是哪一半。问题是我不知道是哪一半。”TextReading A Task 2 Language Pointsn.show or exhibite.g.e.g.The foods were on display in the shop window.TranslationTranslation：她的绘画正在艺术画廊展出。她的绘画正在艺术画廊展出。Her paintings are on display at the art gallery.displayTextParagraph 1Reading A Tas
33、k 2 Language Pointsa.striking and easily noticeable,esp.because it is pleasant to look ate.g.e.g.The old man is wearing an eye-catching suit.TranslationTranslation：在大城市，你会看到许多引人注目的招贴在大城市，你会看到许多引人注目的招贴广告。广告。In big cities you can see many eye-catching posters.eye-catchingTextReading A Task 2 Language
34、Pointsn.remains(of a building or buildings)e.g.e.g.We picked our way through the ruins of the bombed building.Translation:Translation:那座古堡现已成为一片瓦砾。那座古堡现已成为一片瓦砾。The old castle stands in ruins.ruinsTextReading A Task 2 Language Points The period in European history between about 1100 AD and 1500 AD(or
35、 sometimes,in a wider sense,between 500 AD and 1500 AD)the Middle AgesTextParagraph 2Reading A Task 2 Language Points n.words that praise someone or somethinge.g.e.g.Tom is loud in his praises of his new car.Translation:Translation:王婆卖瓜，自卖自夸。王婆卖瓜，自卖自夸。Every peddler praises his own needles.praisesTex
36、tReading A Task 2 Language Points n.function or importance of somebody/somethinge.g.e.g.The local priest played a leading role in settling the dispute.Translation:Translation:在教学活动中，教师充当导演角色和演员的在教学活动中，教师充当导演角色和演员的角色。角色。In teaching activity,a teacher acts roles of director and actor.roleTextReading A
37、 Task 2 Language Points n.forward movement;progresse.g.e.g.Science had made great advances in the last fifty years.Translation:Translation:他的学习成绩最近有很大的进步。他的学习成绩最近有很大的进步。He has made great advances in his study lately.advanceTextParagraph 3Reading A Task 2 Language PointsA method of buying and selling
38、 in which the buyer chooses goods at home and orders them from a company which sends them by poste.g.e.g.The toys are available by mail order from Opi Toys.Translation:Translation:在西方，人们常常邮购商品，这可以节省许在西方，人们常常邮购商品，这可以节省许多时间。多时间。In the West,people often buy goods by mail order,which can save a lot of t
39、ime.mail orderTextReading A Task 2 Language Pointsbusiness firms dealing in mail-order goods mail-order housesTextReading A Task 2 Language Points in existence and ready to be usede.g.e.g.The new regulations are now in place.Translation:Translation:你要将房间的东西各归其位。你要将房间的东西各归其位。You should put everything
40、 in your room in its place.in placeTextParagraph 4Reading A Task 2 Language Pointsv.to mark with a pattern of crossing linese.g.Train tracks crisscross the country.Translation:Translation:四线干道纵横交叉布于全国四线干道纵横交叉布于全国。Four-lane highways crisscross the country.crisscrossTextReading A Task 2 Language Point
41、sv.to persuade people to buy,esp.by using skills of advertisinge.g.e.g.If the book is properly marketed,it should sell very well.Translation:Translation:这个产品在每个欧洲国家都有销售。这个产品在每个欧洲国家都有销售。This product is being marketed in all European countries.marketTextParagraph 6Reading A Task 2 Language Points n.pe
42、rson who acts for,or who manages the business affairs of otherse.g.e.g.Our agent in Rome deals with all our Italian business.Translation:Translation:一般情况下，我们给代理商百分之一的佣一般情况下，我们给代理商百分之一的佣金。金。Usually a 1%commission is given to our agent.agentTextParagraph 7Reading A Task 2 Language Pointsto begin to do
43、 something as a result of time or experiencee.g.e.g.In time you may come to like it here.Translation:Translation:细想一下，他的话有些道理。细想一下，他的话有些道理。Come to think of it,there is some truth in what he e to(do something)TextReading A Task 2 Language Pointsto make(ideas,feelings,etc.)known to another persone.g.I
44、 want to convey to children that reading is one of lifes greatest treats.Translation:Translation:请转达我对你家人的慰问。请转达我对你家人的慰问。Please convey my sympathy to your family.convey something to(to somebody)TextReading A Task 3Read the passage again and fill in the following table.Development of AdvertisingTime
45、FactsIn ancient timesIn the Middle AgesAfter 1445Outdoor displays were used“Town criers”were paid to shout the praises of the merchants goods.Printed advertising started to play a big role.Handouts were used.Reading A Task 3Development of AdvertisingTime FactsIn the early 1870sIn the 1880s In the 19
46、00s The first American mail-order houses appeared so that manufacturers could reach the consumer directly through catalogs.many manufacturers began to advertise their products.Firms began to market their packaged goods under brand names.Reading A Task 3Development of AdvertisingTime FactsIn the 1900
47、sIn the1920sIn the 1950sFilms began to market their packaged goods under brand names.Radio was used for advertising.Television appeared and developed fast to be one of the most popular advertising media.Reading A Task 4Fill in the blanks with words or phrases from the reading on Page 53 according to
48、 the meaning in the column on the right.The first letters are already given.Then compare with your partner.belonging to times long agohave or hold something within itselfoffer something for saletake or carry from one place to another very noticeable,attractivecause something to become smaller or few
49、erwrap up something in paper or put in a boxproducing the desired resultkept and used in a houseworking or able to be used a_ c_m_c_e_d_p_e_h_i_ p_ ncient ontain arket onvey ye-catching ecrease ackage ffective ouseholdn laceReading A Task 5 Complete the following sentences with words or phrases from
50、 Task 4.Change word forms if necessary.1.Their products are always attractively _ and,as a result,sell very well.2.Nowadays many people believe that _ Rome and Greece are important sources of learning.3.His efforts to improve the living conditions of the local people have been very _.4.This sheet _