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1、 ReadingAdvertisingWhatisthemostimportantfunctionofadvertising?tointroducenewproducts.Where can you find advertisement?pre-readingWhat do you think of advertisement?What advantages and disadvantages do you think ads have?advantages disadvantagesvhelpcustomersfindgoodproductvcanleadpeopletobuythewron
2、gproductsvCanmaketeenagerswantthingsthatarebadforthemvhelpcompaniesmakemoneyv canbeuglyandnoisyvcanbeusedtoinformpeopleaboutimportantissuesunderline advantages and disadvantages of the Advertisement mentioned in the textadvantagesDisadvantages1.help consumers make informed choices2.entertain people
3、3.increase product sales 4.make products cheap5.make people aware of social problems1.make people annoyed2.be misled by false and incorrect information easilywhile-readingpara1What is the main idea of Para.1?Ads are found almost everywhereThe main idea of the paragraph is that advertising is _indust
4、ry.ahighlydevelopedhandinhandHighunemploymentandhighcrimeoftengohandinhand.Theysatdown,closetogether,handinhand.Warandsufferinggohandinhand.“手拉手地手拉手地”“密切关联地密切关联地”,“连在一起地连在一起地”灰尘与疾病总是形影相随。灰尘与疾病总是形影相随。人们常在傍晚看到这对夫妻手拉手地散步。人们常在傍晚看到这对夫妻手拉手地散步。Dirt and disease go hand in hand.The couple are often seen walk
5、ing hand in hand in the evening.arminarmbacktobackshouldertoshouldersidebysidefacetofacehearttoheart go with 与与.同行同行,与与.相配相配I will go with you.Her hat goes well with her dress.para2What is the main idea of Para.2?People react to advertisements in different ways.People react to advertisements in diff
6、erent ways because_ A.ads are useful and entertaining to some people while annoying to others.B.ads are useful and entertaining C.ads are annoying D.ads are not only useful and entertaining but annoyingPara.2.Ticktherightanswers.*Howdopeoplereacttoads?()Somefindadsusefulandentertaining.()Defenderssa
7、ythatadsmaymisleadus.()Othersthinkthattheyareannoying.()Criticssometimesaccusecompaniesofusingadstomisleadus.reactto(sth)作出反应，对作出反应，对产生反应产生反应Howdidhereacttoyoursuggestion?reactwith“起化学反应起化学反应”HydrogenreactswithOxygen.react:vi.Theeyes_.眼睛对光会起反应。眼睛对光会起反应。reacttolight.他对于那消息没作反应。他对于那消息没作反应。He didnt rea
8、ct to the news.reaction-Howdoyou_toherunkindlybehavior?-Onlysilence.Whichofthefollowingisnotright?A.answerB.reactC.replyD.respondaccusesbof指责；谴责；控告指责；谴责；控告Theyaccusedhimoftakingbribes.Tomsteacheraccusedhimofcheatingintheexam.表示正式控告还可以用：表示正式控告还可以用：chargesbwithsthTheywerechargedbythepolicewithbreaking
9、thelaw.Hewasaccusedofmurder.他被控谋杀。他被控谋杀。她指责他迟到。她指责他迟到。Sheaccusedhimofbeinglate.The driver was charged with speeding.accusesbofsth.=chargesbwithsth*Correct the mistakes in the following sentences.1)Whatisheaccused?2)Thewell-dressedmanwaschargedofmurder.ofwithpara3What is the main idea of Para.3?Why d
10、o advertiser often have to work hard to attract peoples attention?The basic principle of advertisements is to influence customers choices.Because customers see so many ads every day.The best chance to reach customers for the advertisers is to _.A.appeal to their emotions B.make interesting pictures
11、c.give customers proper prices D.send messages to custormersPara.3Isthebasicprincipleofadvertisingratherdifficult?No.Itisfairlysimple.2.2.ByByintroducingabrandnametointroducingabrandnametopotentialcustomersandbypotentialcustomersandbyassociatingassociating theproducttheproductwithwiththecustomersnee
12、ds,thecustomersneeds,companiesmustworkhardtocompaniesmustworkhardtogettheirmessageacross.gettheirmessageacross.1)1)介词介词介词介词byby后接动词后接动词后接动词后接动词-ing-ing形式表示方式。形式表示方式。形式表示方式。形式表示方式。如：如：如：如：BygettingBygettingupearly,Icanhaveanupearly,IcanhaveanhourforreadingEnglishinthemorning.hourforreadingEnglishinth
13、emorning.靠起得早，我每天早晨有一小时时靠起得早，我每天早晨有一小时时靠起得早，我每天早晨有一小时时靠起得早，我每天早晨有一小时时间阅读英语。间阅读英语。间阅读英语。间阅读英语。associatewithIdontwanttobeassociatedwiththataffair.HeassociatedhimselfwithMr.Smithinthecompany.“与与交往交往”1）把）把和和联想在一起联想在一起2)“与与有联有联(关）系关）系”；（常用被动语态）；（常用被动语态）I associate Switzerland with the Alps.红色常使人联想到危险。红色常
14、使人联想到危险。Red are usually associated with danger.Iamassociatedwiththelawfirm.我和那家法律事务所有关系。我和那家法律事务所有关系。associate with:He seems to associate with criminals.Didyourspeechgetacrosstothecrowd?Ispokeslowly,butmymeaningdidntgetacross.Hewasunabletogetacrosstotheaudiencewhathemeant.getacross(tosb.)“使被理解使被理解”（
15、让人）了解自己的意思（让人）了解自己的意思I just cant get across to him.get sth across(to sb)使人了解使人了解;传达传达Ittookmeanhourtogetmyintentionacrosstoher.他发现自己的中国式幽默很难为英国听众所理解。他发现自己的中国式幽默很难为英国听众所理解。HefounditdifficulttogethisChinesehumouracrosstoanEnglishaudience.get aroundget throughget downget overget along with/get around/g
16、et away/get down/get up/get over/get throughIt is hard to _ _without a car.I rang you several times but I couldnt _Please _ every word she says.She is afraid to speak in public.She cant _ her shyness.associatevt句句型型associateAwithB(在在思思想想上上)把把联联系系在在一一起起；把把联联想想在一起或由在一起或由A联想到联想到BPeoplefrequentlyassocia
17、teahealthylifewith open countryside and homegrownfood.人人们们经经常常把把健健康康与与开开阔阔的的乡乡村村和和家家种种的的食物联系在一起。食物联系在一起。Foreigners always associate the GreatWallwithChina.区别：区别：1)把两者结合在一起把两者结合在一起combineAwithB2)remindsbofsth使使某某人人想想起起callupsth使使回回忆过；唤起忆过；唤起suggeststh使人联想到使人联想到用用associate,suggest,remind,callup正确形式填空正
18、确形式填空1)Thesmell_meofmyhometown.2)Theflightofbirds_anewideaforflyingmachines.3)Thesong_memoriesofmychildhood.4)Lets_myscientificknowledgewithyourbusinessskills,andstartacompany.5)Redis_withdanger.3)beassociatedwith=beconnectedwith与与有关；与有关；与有瓜葛有瓜葛10.alargeamountoflargeamountsof+不可数名词不可数名词“大量的大量的”“很多的很
19、多的”，作主语时，其谓语动词的数决，作主语时，其谓语动词的数决定于定于amount的数，即当的数，即当amount是单数，谓语用单数；是单数，谓语用单数；amount是复数，谓语动词用复数。是复数，谓语动词用复数。1.Alargeamountofmoney_spentonthetobaccoeveryyear.2.Vastamountsofmoney_beinginvestedinthelocalmarket.isareaquantityofquantitiesof+可数名词可数名词/不可数名词不可数名词quantity（”大量大量“）的用法相同）的用法相同Alargequantityoffo
20、od_served.Largequantitiesoffood_served.isareappealThisnovelwillappealtothepublic.Brightcoloursappealtosmallchildren.2）投合）投合.的心意的心意;投。所好；迎合。投。所好；迎合。Vi 1）要求；恳求）要求；恳求 appeal to sb for sth appeal to sb to do sthWe appealed to him for help.She appealed to us to go with her.这部电影投合年轻人的喜好。这部电影投合年轻人的喜好。The f
21、ilm appeals to young people.para4Paragraph 4 is mainly about_.A.ads increase the production B.ads reduce the price of the production C.ads help companies and customers in a variety of ways D.ads make a product more expensivePara4.Therearemanythingsweneedtotakeintoconsiderationbeforewebuyanexpensivep
22、roductweneedtothinkabout/considertakeintoconsideration=takeintoaccount1)Letstakeintoconsiderationtheconsequencesofaquickdecision.2)_(take)everythingintoconsideration,theresultisbetterthanIexpected.Taking3)Everything_(take)intoconsideration,theresultisbetterthanIexpected.takenpara5Which sentence tell
23、s us the main idea of Para.5 A.the most important function of advertising is to introduce the prices of the products.B.the most important function of advertising is to introduce the types of the products C.the most important function of advertising is to introduce new products D.the most important f
24、unction of advertising is to introduce the company where the products come fromtruth1)u真实情况，真实性，真谛真实情况，真实性，真谛2）c.真理真理Idemandtoknowthetruth.Idontdoubtthetruthofwhathesaid.truthfultrue(讲话，记述讲话，记述)真实的，如实的真实的，如实的Thereportgivesatruthfulaccountofwhathappenedthere.Featurec.特点，特征，特色，特点，特征，特色，同义词同义词character
25、isticTeamwork is a key feature of this trainingprogram.团团队队合合作作是是这这项项训训练练计计划划的的重重要要特特点。点。Our goal is to build socialism with Chinesecharacteristics.vt.以某人为注演，以某人为注演，vi是主要特点是主要特点1)ThisfilmfeaturesMalonBrandoastheGodfather.这部电影由马龙这部电影由马龙白兰度主演教父白兰度主演教父Violenceseemstofeatureheavilyinallhisbooks.暴力似乎是他所有
26、作品的主要特点。暴力似乎是他所有作品的主要特点。armwith/bearmedwith武装；装备武装；装备;具有具有;拥有拥有Thepolicemenwerearmedwithpistols.Thelecturerwasarmedwithfactsandfigures.Parentsshouldarmtheirchildrenwithgoodeducation.=Thepolicemenarmedthemselveswithpistols.以以武武装装某某人人；以以装装备备某某人人1)1)持持有有武武器器 2 2）具有，掌握（足够的知识，技术等）具有，掌握（足够的知识，技术等）armed表示表
27、示被动被动/完成完成主动主动/进行进行将来将来/目的目的被动被动/完成完成doingtododone名词名词1）手臂；）手臂；2）arms,weapon武器武器hold/carryababyinonesarms怀抱婴儿怀抱婴儿thearmsracebetweenthesuperpowers.超级大国之间的军备竞赛超级大国之间的军备竞赛 1)_toacertaintemperature,woodcatchesfire.A.HeatingB.HeatB.C.HeatedD.Toheat2)“Youcantcatchme!”Janetshouted,_away.(2005)A.runB.runnin
28、gC.torunD.ran3)Whilewatchingtelevision,_.(2005NMET)A.thedoorbellrangB.thedoorbellringsC.weheardthedoorbellringD.weheardthedoorbellrangfigureI名名词词1）数数学学尤尤指指官官方方公公布布的的）2）体体形身材形身材3）远处隐约可见的）人影远处隐约可见的）人影4）图形图形1）Shehasafive-figureincome.2)Shedoesexerciseeverymorningtokeepherfigure.3)Canyoumakeoutwhatthefi
29、gureisinthedistance?4)SeeFig2请见第二图请见第二图vtthink认认为为，IfiguredthatifItook the night train,I could be inScotlandbymorning.短短语语1）figureonsth/doingsth,expect预料到预料到Ididntfigureongettinghomesolate.2)figureoutcometounderstandbythinking理解，弄懂理解，弄懂workout计算出计算出Icantfigurehimout-heisamystery.para6Whats the key s
30、entence of Para.6?Many governments use ad campaigns to make people aware of social problems and government policies.Notalladsareusedtopromote=Alltheadsarenotusedtopromotenot用于含有用于含有all,both,every,always等的句等的句中，构成部分否定。中，构成部分否定。Heisnotalwayssosad.Noteverybookiseducative.OR：Everybookisnoteducative（部分否定
31、）（部分否定）*Wastheexamveryeasy?Yes,butIthinknot_couldpassit.A.anyoneB.everyoneC.someoneD.noone*他们俩并不都是我的朋友他们俩并不都是我的朋友Notbothofthemaremyfriends.Bothofthemarenotmyfriends.profitc.利润利润grossprofit毛利润，毛利润，netprofit净利润净利润I made a profit of$500 on the deal.从这笔交易中我获利$500。cost成本，费用成本，费用efficiency效率效率Reduce produ
32、ction costs;raise work efficiency campaign(为为政政治治或或商商业业目目的的而而进进行行的的一系列，有计划的一系列，有计划的)运动；宣传活动运动；宣传活动译 1）an election campaign 2)a campaign for equal rights 3)educational campaign against smoking 4)start an advertising campaign.Para.4-6Whichofthefollowingisthemainideaofthispart?A.Frequentadvertisingincr
33、easesproductsale.B.Theadvantagesofads.C.Notalladsareusedtopromoteaproductortoincreaseacompanysprofits.D.Themostimportantfunctionofadvertisingistointroducenewproducts.()Perhapsthemostimportantfunctionofadvertisingistoincreaseacompanysprofits.()Notalladsareusedtopromoteaproductortoincreaseacompanyspro
34、fits.TrueorFalseFTpara7We must keep an eye out for“bad-and-switch ads.What is the main idea of Para.7?What is a“bait-and-switch”ad?It is an ad that cheats the customers by showing them one product and then giving them another.Badadsusuallyhideimportantinformationor_usbypictureswhicharepartlytrueorha
35、vebeenchanged.misleadspotvtnotice注意到；注意到；find发现发现1）He is very tall,so he is easy to spot in the crowd.2)I have spot a bad mistake in the accounts.c.naparticularplace(尤尤指指休休闲闲的的)地地点点，场所场所That is an ideal spot for a picnic.onthespot1)immediately当场，立即当场，立即 2）attheplaceofaction在现场在现场The criminal was sho
36、t dead on the spot.When the fighting started,police and reporters were soon on the spot.译作现场调查keepaneyeoutfor/keeponeseyesopenfor当心；留心寻找当心；留心寻找Youllhavetokeepyoureyesopenforthetroubletonight.Keepaneyeoutforaplacetorest.keepaneyeon照看；密切注意照看；密切注意Canyoukeepaneyeonmysuitcaseforawhile?(照看照看)keepaneyeonsb
37、fix/focusoneseyesonhaveaneyeforsth.shutoneseyestocatchsb.seyeseeeyetoeyewithsb.an eye for an eye(=eye for eye)cast an eye on照看照看;留心观察留心观察注视注视很能鉴赏很能鉴赏,有判断力有判断力拒绝注意拒绝注意醒目醒目;显眼显眼;引人注意引人注意与某人看法完全一致与某人看法完全一致报复报复,以眼还眼以眼还眼,一报一报还一报还一报瞟一眼瞟一眼,粗略地看一下粗略地看一下makesheepseyesatsb.makesheepseyesatsb.含情脉脉地看某人含情脉脉地看某人含
38、情脉脉地看某人含情脉脉地看某人,向某人送秋波向某人送秋波向某人送秋波向某人送秋波closeoneseyestocloseoneseyesto闭眼不看闭眼不看闭眼不看闭眼不看;假装看不见假装看不见假装看不见假装看不见;硬不承认硬不承认硬不承认硬不承认fixoneseyesonfixoneseyeson 盯着盯着盯着盯着,注视注视注视注视so-called所所谓谓的的，通通常常含含有有不不信信任任或或轻轻蔑蔑的的意意见见，相当于形容词，作名词的定语。相当于形容词，作名词的定语。Thisisso-called“paradiseonearth”Theso-calledexpertturnedoutto
39、beacheat.bait(钓鱼，狩猎等用的钓鱼，狩猎等用的)诱饵，鱼铒诱饵，鱼铒Look!Abigfishhastakenthebait.“Baitand-switch”ads.“钓钓铒铒-偷偷梁梁换换柱柱”的的广广告告。即即消消费费者者所所见见的的是是一一种种产产品品(钓钓饵饵),而而实实际际买买到到的的却是另一种产品。却是另一种产品。para8people should learn to analyses ads and to protect themselves What is the main idea of Para.8?Inconclusion,wemustbe_whenwere
40、adads,learntoanalyseads,andprotectourselvesfrom_ads.carefulfalsedistinguishtell.区区分分，辨辨别别通通常常与与can,beableto连用连用句句 型型 distinguishbetweenAandBdistinguishAfromB=tellAfromB1)The ability to talk distinguishes human beings from lower animals.语言的能力把人做其他动物区别了开来2)The twin sisters are so much alike that it is
41、 impossible to distinguish beteeen one and the other.post-readingWhy is advertising popular?What is the function of adverting?How can we protect ourselves from misleading ads?Goodtothelastdrop 滴滴香浓，意犹未尽。滴滴香浓，意犹未尽。（麦斯威尔咖啡）（麦斯威尔咖啡）Obeyyourthirst 服从你的渴望。服从你的渴望。（雪碧）（雪碧）Tome,thepastisblackandwhite，butthe
42、futureisalwayscolor。对我而言，过。对我而言，过去平淡无奇；而未来，却多去平淡无奇；而未来，却多姿多彩（轩尼诗酒）姿多彩（轩尼诗酒）Justdoit.只管去做。只管去做。（耐克运动鞋）（耐克运动鞋）StartAhead.Theladywantsheartsanddiamonds.1.Intelligence everywhere.智慧演绎，无处不在。（摩托罗拉手机）智慧演绎，无处不在。（摩托罗拉手机）2.The choice of a new generation.新新一代的选择。（百事可乐）一代的选择。（百事可乐）3.Take TOSHIBA,take the world.
43、拥有东芝，拥有世界。（东芝电子）拥有东芝，拥有世界。（东芝电子）4.Lets make things better.让我们做得更好。（飞利浦电子）让我们做得更好。（飞利浦电子）5.No business too small,no problem too big.没有不做的小生意，没有解决不了的大问题。没有不做的小生意，没有解决不了的大问题。（IBM公司）公司）Post-reading1.Whyisadvertisingpopular?1.Whyisadvertisingpopular?BecauseadvertisingcanhelptopromoteBecauseadvertisingcan
44、helptopromoteaproductorincreaseacompanysprofits.aproductorincreaseacompanysprofits.2.Howdoesadvertisinghelpconsumers2.Howdoesadvertisinghelpconsumersandcustomers?andcustomers?FrequentadsincreaseproductsalesFrequentadsincreaseproductsalesandreducetheirprices.Atthesametime,andreducetheirprices.Atthesa
45、metime,theyhelpconsumerschooseamongallthetheyhelpconsumerschooseamongalltheavailableproducts.availableproducts.3.Whatisthebasicprinciplebehind3.Whatisthebasicprinciplebehindadvertisements?advertisements?IthinkthebasicprinciplebehindadsisIthinkthebasicprinciplebehindadsisthattheycaninfluencethechoice
46、sthattheycaninfluencethechoicescustomersmake.customersmake.4.Whydoadvertisersoftenhavetowork4.Whydoadvertisersoftenhavetoworkhardtoattractpeoplesattention?hardtoattractpeoplesattention?CustomersseesomanyadseverydayCustomersseesomanyadseverydayandtheyhavetogettheirmessageacrossandtheyhavetogettheirme
47、ssageacrosstothem.tothem.5.Whatisa“bait-and-switch”ad?5.Whatisa“bait-and-switch”ad?WhenthecustomerisshownoneWhenthecustomerisshownoneproduct(thebait)andthengivenanother,product(thebait)andthengivenanother,thatsa“bait-and-witch”ad.thatsa“bait-and-witch”ad.6.Howcanweprotectourselvesfrom6.Howcanweprote
48、ctourselvesfrommisleadingads?misleadingads?Weshouldbecarefulwhenreadingads,Weshouldbecarefulwhenreadingads,distinguishbetweenfictionandfactsanddistinguishbetweenfictionandfactsandmakesmartchoices.makesmartchoices.Analysis of two ads on P 41.Analysis of two ads on P 41.1.Whichofthetechniquesdescribed
49、in1.Whichofthetechniquesdescribedinthereadingpassageareusedtosellthethereadingpassageareusedtoselltheproduct?product?TheadontheleftprovidesaccurateTheadontheleftprovidesaccurateinformationandhelpsconsumersmakeinformationandhelpsconsumersmakecorrectchoices.Buttheoneontherightcorrectchoices.Buttheoneo
50、ntherightistryingtomisleadusbygivingfalseoristryingtomisleadusbygivingfalseorincorrectinformation.incorrectinformation.2.Whichoftheclaimsintheadsmaynot2.Whichoftheclaimsintheadsmaynotbetruthful?betruthful?Theadontherightmaynotbetruthful.Theadontherightmaynotbetruthful.ItsaysBIGBRAINistheonlynutritio