1、Unit 1 Advertising Advertising 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 just that purpose.The simplest kind of advertising is the classified ad.Every day the newspapers carry a few pages of t
2、hese 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 is available.话题语篇导读 Newspapers also carry a large amount of display advertising.Newspapers generally reach an audience
3、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 magazine ads.The use of bright colors，attractive pictures，and short messages is all characteristics of magazine
4、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.The same techniques have been carried over into television advertising.Voices and music have been added to color and pictures to catch the e
5、ar as well as the eye.Television ads are repeated over and over again so that the audience sees and hears them many times.Commercial television has mixed entertainment and advertising.Notes1.slogan n.(广告广告)标语标语mercial adj.商业的；营利的；靠广告收入的商业的；营利的；靠广告收入的TaskRead the passage and answer the following ques
6、tions.1.A notice in a newspaper belongs to .2.In this passage there are kinds of media that carry ads mentioned.答案threeclassified adsPeriod OnePeriod OneWelcome to the unit&ReadingWelcome to the unit&Reading课前预习 梳理记忆理解课堂讲义 感悟归纳应用当堂达标 综合巩固反馈.单词自测单词自测1.n.做广告做广告；广告活动；广告业；广告活动；广告业 n.广告广告；广告宣传；广告宣传 vt.&v
7、i.做广告做广告，宣传，宣传2.n.毒品毒品；药，药物；药，药物3.n.光亮光亮，光泽光泽 vi.发光发光，闪耀，闪耀 adj.发光发光的，闪耀的的，闪耀的答案n 词语识记 课前预习 advertisingadvertisementadvertise drug shineshiny答案4.vt.说服说服，劝说；使信服，劝说；使信服5.n.(个体或群体的个体或群体的)幸福、安全和健康；福利幸福、安全和健康；福利6.vt.&vi.欺骗欺骗；作弊作弊 n.骗子骗子；欺诈行为；欺诈行为7.adj.有技巧有技巧的；熟练的的；熟练的 n.技巧技巧8.adj.清白清白的，无罪的；无恶意的；纯真的的，无罪的；
8、无恶意的；纯真的 n.清白清白，无辜无辜 persuade welfare cheat skilfulskill innocentinnocence答案9.n.气息气息；呼吸；呼吸 vt.&vi.呼吸呼吸10.vt.欺骗欺骗，愚弄愚弄 n.傻瓜傻瓜 adj.傻傻的的11.vt.治愈治愈；解决解决 n.药物药物，疗法；对策，疗法；对策12.adj.高兴高兴，满意；乐于，满意；乐于(做某事做某事)vt.使高兴使高兴 breathbreathe foolfoolish cure pleasedplease答案13.n.评论评论，评价评价 vi.评论评论，议论，议论14.adj.心理心理的；思想的，精
9、神的；智力的的；思想的，精神的；智力的 adv.精神精神上地上地15.n.骗局骗局；玩笑，恶作剧；戏法，把戏；玩笑，恶作剧；戏法，把戏；诀窍诀窍 vt.欺骗欺骗，欺诈，欺诈16.vt.&vi.以以为目标；为目标；瞄准瞄准 n.目的目的，目标，目标17.n.运动运动(为了某种目的而进行的一系列有计划的活动为了某种目的而进行的一系列有计划的活动)comment mentalmentally trick aim campaign答案18.n.座右铭座右铭；格言，箴言；格言，箴言19.vt.&vi.使使受益；受益；得益于得益于 n.益处益处；救济金；资金；救济金；资金20.vt.推广推广，宣传；促销；
10、促进，推动，宣传；促销；促进，推动21.n.智力智力，才智；情报，才智；情报 adj.有有才智的，聪明的才智的，聪明的22.n.完全完全受受控制的人；奴隶控制的人；奴隶23.vt.咨询咨询；请教；请教24.n.理解力理解力，领悟能力；理解练习，领悟能力；理解练习 motto benefit promote intelligenceintelligent slave consult comprehension答案.短语自测短语自测1.be related 与与相关相关2.stand 代表代表；象征；象征3.be meant 旨在旨在，目的是，目的是4.protect.sth.保护保护，防护，防护
11、不受到不受到5.be aware 意识意识到；明白到；明白6.even 虽然虽然，即使，即使7.fall 上上的当，受的当，受的骗的骗8.play tricks 欺骗；捉弄欺骗；捉弄ontofortoagainst/fromofif/thoughfor答案9.deal 涉及涉及，关于；处理，应付，关于；处理，应付10.warn 提醒提醒注意；警告注意；警告11.agree sb.同意同意某人某人withwithagainst答案.根据课文内容选择正确答案根据课文内容选择正确答案1.How many main types of advertisements are there in our li
12、fe generally?A.One.B.Two.C.Three.D.Four.答案答案Bn 课文预读答案2.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.答案答案D答案3.What should we do when it comes to advertisements?A.We
13、 should believe these advertisements totally.B.We should never believe these advertisements.C.We should use our intelligence and not be a slave to them.D.We should believe that all ads are meant to benefit the public.答案答案C答案4.In the following sentences，which is NOT true?A.Some PSAs teach people to l
14、ive healthy lives.B.PSAs stand for public service advertisements.C.Commercial advertisements are often run for free.D.There are laws to protect people from advertisements that cheat people.答案答案C答案5.When did China begin a nationwide public service advertising campaign?A.In 1996.B.In 1986.C.In 1990.D.
15、In 1998.答案答案A答案.阅读课文完成下表，每空一词阅读课文完成下表，每空一词Title：Advertisements1.of advertisementsCommercial advertisements and public 2.advertisements(PSAs).Details about advertisements 3.advertisements are often paid for to 4.a product or service while PSAs are often run for 5.and are meant to educate people about
16、 health，safety，or any other problem that affects public welfare.6.examples are used in this article to tell people that commercial ads often play tricks on customers.But public service ads are different.They are made to 7.the public.Types/Kinds serviceCommercialadvertisefreeTwoserve答案8._ to find adv
17、ertisementsNewspapers，magazines，the Internet，radio and television are the most common places to find them.9._ towards advertisements Not falling for the tricks played by some commercial ads.10.the advice PSAs give.Using our intelligence and not be a slave to advertisements！FollowingPlaces/WhereAttit
18、udes 答案.阅读本单元阅读本单元Reading部分，试着以约部分，试着以约30个词概括第二段个词概括第二段(P2，L512)的段落大意的段落大意。_ The function of advertisements is to persuade people 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.返回答案.
19、难句分析难句分析A commercial advertisement is one which someone has paid for to advertise a product or service.句式分析：句式分析：句中句中which引导一引导一个个 从句从句，修饰先行，修饰先行词词 。自主翻译自主翻译：_商业商业广告是为了推销产品或服务而付费做的广告。广告是为了推销产品或服务而付费做的广告。定语定语one 语境感悟语境感悟 课堂讲义n 重点单词1(1)(教材教材P2)An advertisement uses words and pictures to persuade peopl
20、e 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。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？我们怎么才能说服他加入我们呢？(3)Can you persuade her out of her foolish plans?你能劝她放弃她那些愚蠢的计划吗？你能劝她放弃她那些愚蠢的计划吗？persuade 归纳拓展归纳拓展 persuade vt.说服，
21、劝说；使信服说服，劝说；使信服persuade sb.to do sth.persuade sb.into doing sth.说服说服(劝说劝说)某人做某事某人做某事(一定成功一定成功)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.)建议某人做某事建议某人做某事(不一不一定成功定成功)persuade sb.that.使某人相信使某人相信；劝服某人；劝服某人persuade sb.of sth.
22、使某人相信某事使某人相信某事(1)Dont let yourself things you dont really want.不要被说服去购买那些你其实不需要的东西。不要被说服去购买那些你其实不需要的东西。(2)We finally Ben the wisdom of the decision.我们最终使本相信了这个决定是明智的。我们最终使本相信了这个决定是明智的。即时即时跟踪跟踪 答案ofbe persuaded to buy/into buyingpersuaded解析答案(3)Mr.Li no longer smokes now because his wife him to give
23、up smoking last year.A.suggested B.advisedC.persuaded D.told解析解析句意为：李先生现在不再抽烟了，因为他的妻子去年说服他戒烟句意为：李先生现在不再抽烟了，因为他的妻子去年说服他戒烟了。了。persuade sb.to do sth.意为意为“成功说服某人做某事成功说服某人做某事”，符合语境。，符合语境。suggest后不接后不接sb.to do sth.结构；结构；advise sb.to do sth.意为意为“建议某人做某建议某人做某事事”，但不一定成功；，但不一定成功；tell sb.to do sth.意为意为“告诉某人做某事
24、告诉某人做某事”。C 语境感悟语境感悟 2(1)(教材教材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。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.我们我们该登个广告聘人来照看我们的孩子。该登个广告聘人来照看我们的孩子。(3)Put an advertisement in
25、the local paper to sell your car.在在当地报纸上登一则广告来出售你的汽车。当地报纸上登一则广告来出售你的汽车。(4)He answered the advertisement in the paper and got a job.他他应征报纸上的广告因而找到一份工作。应征报纸上的广告因而找到一份工作。advertise 归纳拓展归纳拓展(1)advertise vt.&vi.做广告，宣传做广告，宣传advertise sth.做广告推销某物做广告推销某物advertise for sb./sth.为招为招聘或寻找某人聘或寻找某人/物登广告物登广告(2)adver
26、tisement n.广告广告put/place an advertisement in the newspaper在报纸上登广告在报纸上登广告answer/reply to an advertisement 回应广告回应广告(3)advertiser n.C刊登广告者；广告商刊登广告者；广告商(4)advertising n.U 做广告；广告业；广告活动做广告；广告业；广告活动(1)用用 advertise的适当形式填空的适当形式填空They the ten-year get-together on e-mail.It is said that she works in an company
27、.We can see everywhere and at any time.hope to promote their products by .即时即时跟踪跟踪 答案advertisementadvertisedadvertisingadvertisementsAdvertisers解析答案(2)In the near future，more in space technology will be made by scientists.A.advantages B.adventuresC.advances D.advertisements解析解析句意为：在不久的将来，科学家们将在太空技术方
28、面取得更大的句意为：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。进步。advantage优势；优势；adventure冒险；冒险；advance前进，进步；前进，进步；advertisement广告。根据句意可知广告。根据句意可知C项正确。项正确。C 语境感悟语境感悟 3(1)(教材教材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。有法律保护人们免受骗人广告的欺诈。(2)He is a liar and a cheat.他既是个说谎者又是个骗子。他既
29、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。他们骗她同他结婚。cheat 归纳拓展归纳拓展 cheat vt.&vi.欺骗，哄骗；欺骗，哄骗；n.骗子；欺诈行为骗子；欺诈行为cheat sb.(out)of sth.骗取某人某物骗取某人某物cheat sb.into(doing)sth.骗某人骗某人(做做)某事某事(1)Why are you always (被骗借给他钱被骗借给他钱)again and again?(2)Two young men (骗取了老妇人的骗取了老妇人的项链项链)and then got away
30、.(3)The boy was caught (考试作弊考试作弊).即时即时跟踪跟踪 答案cheating in the examcheated into lending him moneycheated the old lady of her necklace解析答案(4)Could you please tell me the answer to the question?No way！It is not my style to help others .A.advertise B.cheerC.affect D.cheat解析解析句意为：句意为：请告诉我这个问题的答案好吗？请告诉我这个问
31、题的答案好吗？没门！帮助别没门！帮助别人作弊不是我的风格。人作弊不是我的风格。advertise做广告；做广告；cheer 欢呼；欢呼；affect影响；影响；cheat作弊，欺骗。根据句意可知作弊，欺骗。根据句意可知D项正确。项正确。D 语境感悟语境感悟 4(1)(教材教材P2)This statement tries to 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。以为这种牙膏可以治
32、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。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天津天津)作者的妈妈让他去借书是为了帮助他克服阅读障碍。作者的妈妈让他去借书是为了帮助他克服阅读障碍。cure 归纳拓展归纳拓展 cure vt.治愈；解决；治愈；解决；n.药物；疗法；对策药物；疗法；对策
33、cure sb.of sth.治好某人的病；矫正某人的不良行为治好某人的病；矫正某人的不良行为a cure for.的疗法；的疗法；的对策的对策(1)This medicine will .这种药能治好你的头痛。这种药能治好你的头痛。(2)The government is trying to find unemployment.政府正试图寻找一种解决失业的好办法。政府正试图寻找一种解决失业的好办法。即时即时跟踪跟踪 答案a good cure forcure you of your headache解析答案(3)His son is very naughty and has formed s
34、ome bad habits.I think he should .A.cure them of him B.cure him of themC.cure them off him D.cure him off them解析解析句意为：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。认为他应该把他儿子的那些不良习惯纠正过来。cure sb.of sth.意为意为“矫矫正某人的不良行为正某人的不良行为”。B 语境感悟语境感悟 5(1)(教材教材P2)The grocery just hopes th
35、at when you read the ad，you will feel pleased with the nice comment，remember the words freshest 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，并记住恭维，并记住“最新鲜的食品最新鲜的食品”这几个词，在心理上将其与该店的食品这几个词，在心理上将其与该店的食品联系起来联系起来。comment 归纳
36、拓展归纳拓展 comment n.评论，评价；评论，评价；vi.评论，议论评论，议论comment on/about sth./sb.对某事对某事/人进行评论人进行评论make comments/no comment on sth./sb.对某事对某事/人进行评论人进行评论/不进行评论不进行评论comment that.评论评论；发表意见；发表意见(2)The teacher refused to comment on the exam result.老师不肯评论考试成绩。老师不肯评论考试成绩。(3)He made comments on the film after he saw it.他看
37、完电影后对其大加评论。他看完电影后对其大加评论。答案(1)Asked about the date of the election，the Prime Minister _ (发表意见发表意见)no decision had been made yet.(2)She was asked about the pay increase but (不进行评不进行评论论)on it.即时即时跟踪跟踪 commentedthatmade no comment解析答案(3)My 10-year-old noticed him and made a on how bad it must be to have
38、 to stand outside in the cold wind.(2015全国全国，43)A.suggestion B.commentC.decision D.call解析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。被迫站在冷风中一定非常糟糕。make a comment on对对发表评论，符发表评论，符合题意。合题意。suggestion建议；建议；decision决定；决定；call电话，均不符合句意。电话，均不符合句意。B 语境感悟语境感悟 6(1)(教材教材P3)PSAs aim
39、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。公益广告旨在教育我们，并帮助我们过更好的生活。(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。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。我们应力求始终做好本职工作。(4)The book is aimed at people without specialized kn
40、owledge.这这本书适宜那些没有专业知识的人阅读。本书适宜那些没有专业知识的人阅读。aim 归纳拓展归纳拓展 aim vt.&vi.以以为目标，瞄准；为目标，瞄准；n.目标，目的目标，目的aim to do/at doing sth.意欲、力求做某事意欲、力求做某事be aimed at(doing)sth.旨在旨在(做做)某事，目的在于某事，目的在于(做做)某事某事with the aim of为了为了take aim at.向向瞄准，瞄准瞄准，瞄准without aim漫无目的地漫无目的地achieve ones aim实现目标实现目标答案(1)We visit schools get
41、ting young people interested in the theatre.我们访问学校，目的是使年轻人对戏剧感兴趣。我们访问学校，目的是使年轻人对戏剧感兴趣。(2)He spent most of his life .他毫无目标地度过了大半生。他毫无目标地度过了大半生。(3)The government lowering the unemployment.政府正力争降低失业率。政府正力争降低失业率。即时即时跟踪跟踪 is aiming atwith the aim ofwithout aim解析答案(4)The project is one of the many governm
42、ent programmes improving the of the poorest people in China.A.aiming at；condition B.aimed at；situationC.aiming at；occasions D.aimed at；cases 解析解析句意为：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。根据短语个项目就是其中之一。根据短语be aimed at“旨在，目的是旨在，目的是”，可排除，可排除A、C两项。两项。situation意为意为“形式，情况形式，情况”；cas
43、e意为意为“案件；事例案件；事例”，根据，根据题干中的题干中的improve可知第二空用可知第二空用situation。B 语境感悟语境感悟 7(1)(教材教材P3)All of these ads are meant to benefit the public，and you can often learn a lot by following the advice they give.所有所有这些广告都旨在造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。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
44、 from would not be around but for Thomas Edison.(2015江苏江苏)如果没有托马斯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。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.据说瑜伽对人体健康有很大好处。据说瑜伽对人体健康有很大好处。benefit 归纳拓展归纳拓展(1)benefit vt.&vi.使受益；得益于；使受益；得益于；n.益处；救济金；奖金益处；救济金；奖金benefit sb./sth.有益于某人有益
45、于某人/物，使某人物，使某人/物受益物受益benefit from/by.受益于受益于；从；从中受益中受益for the benefit of sb.for ones benefit 为某人的利益为某人的利益be of benefit to.对对有益有益to ones benefit 对某人有益对某人有益(2)beneficial adj.有益的；受益的；得利的有益的；受益的；得利的be beneficial to sb./sth.对对某人某人/物有益物有益(1)句型转换句型转换The new highway will benefit the village people.The villag
46、e people will the new highway.The new highway will /the village people.(2)Never forget we receive from our parents.A.the benefit B.the benefits C.beneficial D.to benefit 即时即时跟踪跟踪 解析答案解析解析句意为：永远不要忘记我们从父母那儿得到的恩惠。句意为：永远不要忘记我们从父母那儿得到的恩惠。benefit意为意为“具体的好处具体的好处”时是可数名词，可用复数形式。时是可数名词，可用复数形式。Bbe beneficial t
47、o be of benefit tobenefit from/by 语境感悟语境感悟 8(1)(教材教材P3)Finally，I wish to tell you this：think about why you should do the things the ad suggests，or buy the product or service the ad promotes.最后最后，我想对大家说的是：要思考你为什么要听广告上的建议，我想对大家说的是：要思考你为什么要听广告上的建议，或者购买广告上推销的产品或服务。或者购买广告上推销的产品或服务。(2)The young army offic
48、er was promoted to captain.这位年轻的军官被提升为上尉了。这位年轻的军官被提升为上尉了。(3)Heavy promotion helped to make that novel a best-seller.有力的推广宣传使那部小说成为了畅销书。有力的推广宣传使那部小说成为了畅销书。promote 归纳拓展归纳拓展(1)promote vt.推广，宣传；促销；促进，推动；使晋升，提升推广，宣传；促销；促进，推动；使晋升，提升promote.to.提升提升至至be/get promoted(to)被提升被提升(为为)(2)promotion n.促进；晋升；促销促进；晋升
49、；促销(1)She worked hard and (不久就不久就得到了晋升得到了晋升).(2)The company plans (大规模的促销大规模的促销)for its new product.(3)While waiting for the opportunity to get ，Henry did his best to perform his duty.(2014安徽，安徽，32)A.promote B.promoted C.promoting D.to promote 即时即时跟踪跟踪 解析答案解析解析句意为：在等待机会升职的时候，句意为：在等待机会升职的时候，Henry尽最大的
50、努力履行职责。尽最大的努力履行职责。这里使用了这里使用了get done结构，表示被动关系，因为结构，表示被动关系，因为he和和promote是动宾关系，是动宾关系，所以用过去分词形式。所以用过去分词形式。Ba big promotionwas soon promoted/got promoted soon 语境感悟语境感悟 9(1)(教材教材P5)Before I consulted you，I had no comprehension that a company might try to fool people into buying a product or service.在我向你请
