1、1DiscussionTalk about some advertisements you have seen and where can you see or hear them.Section Lesson 3on TV,in the newspaper,on the Internet,on the radio,in the street,at bus/train/subway station,on the bus,in the magazine,on the board,etc._2PredictionLook at the title and the three pictures on
2、 Page 5859,and then predict what the text is mainly about.It is mainly about how to sell products with advertisements._1First readingRead the text and answer the following questions.(1)Whats the fundamental purpose of the advertising industry?_(2)Why is it now normal to see advertisements that consi
3、st of pictures or words from experts?_The fundamental purpose is promoting and selling goods to people.Because they want to show people how good the product is.2Second readingRead the text carefully and choose the best answer.(1)According to the writer,advertisements like“Shanghai Sewing Machine”or“
4、Tsing Tao Beer Corporation”are _AattractiveBsuitableCcompetitiveDclassic答案 D(2)Nowadays,advertisements with _ are more attractive to people.Ahigh standards of designBideas linked to the productsChigh standards of design and ideas linked to the productsDconcepts of freedom,happiness,wealth and succes
5、s答案 C(3)The top advertisers use humour as well as new and unusual ideas _Ato create something new Bto persuade people to buy their productsCto make people notice their productsDall of the above答案 D(4)Public advertisements are made to encourage people to _Amake contributions to societyBprotect the en
6、vironmentCimprove their neighborhood Dhelp other people答案 A3Third readingRead the text carefully again and fill in the form below.The main idea of each partPurposesContentsPara.1The advertising industrygive informationThe advertising industry started with the fundamental purpose of promoting and sel
7、ling goods to people.Para.2The classic adsabout finding certain _a.the name of a companybwhat the companies _cwhere they are located and the _ namesproductssellbrandPara.3The ads in the marketattract and hold the _ of the publica._ pictures or the wordsbadvertisements that people enjoy looking atPar
8、a.4Modern adshigh standards of _ the highest standards of design with creative waysattentionconsist ofdesigncombinePara.5Repeating oldideas is not a successful approach._something that has never been seen before_，new and having unusual ideasPara.6Not all advertising is about selling products and ser
9、vices for a profit.make contributions to societyencourage citizens to participate in improving their neighbourhood，protecting the _，and helping other peoplecreatehumourenvironmentGroup work：What is your favourite advertisement？How can you make it better？Why?_The answer is open.广告传媒adadvertisement n.
10、广告press n.出版社update vt.更新；校正expose vt.揭露advertise vt.做广告advertising signs 广告牌advertise for sth 登广告征求/寻找arouse wide public concern/draw wide public attention引起广泛的公众关注语言现象感知.单词理解体会句中加黑单词的词性和含义1The advertising industry started with the fundamental purpose of promoting and selling goods to people who mi
11、ght need them._2Such advertisements have gone through a process of change over the years along with social,economic and technological developments._3It was likely to be the name of a company,part of which might include the name of the place from which the product originated._ adj.根本的；基本的；基础的n.广告 adj
12、.技术的；科技的；工艺的vi.发源；起源4Because of the boost in advertising,people are used to seeing a high standard of visual design._5Ideas that would work in the past genuinely are not as effective now._n.增长adv.真正地.词块积累写出下列词块的含义1the fundamental purpose of promoting and selling goods to people_2in direct competitio
13、n with each other_3in modern times_4for this reason_5a high standard of visual design_6make a contribution to society and welfare_推销商品的根本目的直接互相竞争在现代因为这个原因高标准的视觉设计为社会和福利事业作出贡献.句式欣赏1.and连接三个并列的宾语；what和where引导宾语从句From the name you would know what the company sells,where they are located,and the name of
14、 the product.2.it作形式主语；that引导定语从句；how引导宾语从句For this reason,its now normal to see advertisements that consist of pictures or words from experts to show people how good the product is.3.that引导两个并列的定语从句修饰something，并在从句中作宾语Their aim is to create something that has never been seen before and that people
15、find interesting.4.并列的动名词短语作介词on的宾语；to educate the public作目的状语Over the last decade,the government has sponsored advertisements to educate the public on fighting AIDS,saving water,helping the poor,giving up smoking,etc.单词语境记忆根据英汉提示写出单词的适当形式1Is the East Pearl Tower _(位于)in the center of Shanghai?2I al
16、so want you to remember that you should all actively _(参与)in the discussion.3The first step in making a cake is to _(使结合)the milk and butter.4They placed an _(advertise)in the local paper for a secretary.5Firstly,because my spoken English is fluent,I think I am very _(suit)for this job.6Shangri-La,f
17、ull of attractions，is so attractive that it _(attract)visitors from all over the world.locatedparticipatecombineadvertisementsuitableattracts.短语语境填空根据汉语提示写出适当的短语1The team _(由组成)four Europeans and two Americans.2European countries are united so that they can _(经历)this economic crisis.3Tristan had bee
18、n _(与分开)his wife for two years.4If he can _ his ability _(与结合)hard work,he should be very successful.5As the urban residents,its our duty to _(为做贡献)our citys construction.6His height makes him _(突出)in the crowd.consists of/is made up ofgo throughseparated fromcombinewith/andmake a contribution tosta
19、nd out.句式语境仿写1It was likely to be the name of a company,part of which might include the name of the place from which the product originated.它很可能是一家公司的名称，其中一部分可能包括产品的原产地名称。仿写他可能会赢得这场比赛。_ the game.2However，not all advertising is about selling products and services for a profit.然而，并非所有的广告都是为了赢利而推销商品和服务
20、。仿写并非这两个学生都喜欢这个故事。_ like the story.He is likely to winBoth of the students dont.联想记词表“联系”的动词小结connectassociatelinkrelatecombinecontact记单词.一言串记1They encouraged the participants to participate in the singing performance after the contest and their participation gave the students much delight.他们鼓励参赛者在比
21、赛结束后参加歌唱表演，他们的参与使学生们感到非常高兴。2What attracts me most in Beijing is that there are many attractions，like the Great Wall,the Summer Palace etc.They are so attractive as to attract eyes from every corner of the world.在北京最吸引我的是有很多景点，像长城，颐和园。它们如此吸引人，吸引了世界各地的目光。句型公式1be likely to do sth意为“可能做某事”2部分否定1.suitabl
22、e adj.合适的，适宜的suit vt.适合；使适宜n一套外衣；套装But then they realised that it might not be suitable for a marketplace where products and services are in direct competition with each other.(教材P58)但后来他们意识到，在产品和服务相互直接竞争的市场上，这可能并不合适。合作探究体会suitable及其相关词的用法和意义This book,written in simple English，is suitable for/to beg
23、inners.这本书是用简单的英语写的，适合于初学者。This piece is not suitable to be played in the open air.这个曲子不适合在露天演奏。He suited his speech to the audience.他使自己的演说适合听众的口味。自主发现be suitable _适合于be suitable to do sth 适合做某事suit._.使适合于for/toto巩固内化单句语法填空/完成句子This place is _(suit)to relax yourself.He wasnt _ the job.他不适合干这种工作。Bes
24、ides the price,the color of the coat doesnt _除了价格，这外套的颜色也不适合我。A good teacher _ the age of his pupils.好教师授课力求适合学生的年龄。suitablesuitable for/tosuit mesuits his lessons to2.attract vi.吸引attraction n吸引力；吸引人的东西；名胜attractive adj.有吸引力的，有魅力的Particularly now,in modern times,advertisements need to attract and h
25、old the attention of the public.(教材P59)尤其是现在，在现代，广告需要吸引和保持公众的注意力。合作探究体会attract及其相关词的用法和意义What I said didnt attract his attention.我所说的话没有引起他的注意。What first attracted the young children to him was his sense of humour.他首先吸引孩子们的是他的幽默感。自主发现attract ones _吸引某人的注意力attract sb _ sth 吸引某人关注某事名师点津attraction作“名胜；
26、吸引人之物”讲时，是可数名词；而作“魅力；吸引力”讲时，是不可数名词。attentionto巩固内化单句语法填空/完成句子The church is the towns main tourist _(attract)He was handsome and intelligent and obviously very attractive _ the girls.I was _ by the _ scenery of the West Lake.(attract)Disneyland _(吸引数百万游客)every year.attractiontoattractedattractiveattr
27、acts millions of tourists3.participate vi.参加，参与participation n参加；参与participant n参与者For example,there are public advertisements,which encourage citizens to participate in improving their neighbourhood,protecting the environment,and helping other people.(教材P59)例如公益广告，它鼓励公民参与改善社区、保护环境和帮助他人的活动。合作探究体会par
28、ticipate及其相关词的用法和意义Every year between 30，000 and 40，000 Miaos participate in the festivals.每年节日里聚会的苗族同胞有三四万人。He participates with us in our sufferings.他与我们共患难。自主发现participate_参加participate _ sb in sth 与某人分担inwith辨析比较participate指参加团体活动并积极从事工作，是正式用语join指参加某团体或组织并成为其中一员或与in搭配，指参加某项活动，如游戏等attend主要指“到场”或
29、“出席”会议、宴会、典礼、仪式等take part in指参加一项工作或活动，突出参加者在其中发挥一定的作用join in指参与某种已在进行着的活动，也可用于join sb in.巩固内化选词填空：join,join in,take part in,attend,participate inI _ the League when I was in junior high school.The students were _ an international energy-saving competition.All children between the ages of 5 and 16 m
30、ust _ school.John _ many school activities.May I _ the game？joinedparticipating inattendtakes part injoin inFor this reason,its now normal to see advertisements that consist of pictures or words from experts to show people how good the product is.(教材P59)基于这个原因，现在人们通常看到由专家的图片或文字组成的广告，向人们展示产品的好处。短语记牢记
31、牢下列短语consist ofbe made up of由组成consist inlie in 在于，存在于consist with 与一致1.consist of由构成Water is made up of/consists of oxygen and hydrogen.水是由氧和氢构成的。Happiness consists in struggle.幸福存在于奋斗中。Theory should consist with practice.理论应与实践相一致。名师点津consist of和be made up of都表示“由组成”，前者用主动语态，后者用被动语态。巩固内化完成句子/同义句转换
32、A week _ seven days.一星期由七天组成。The beauty of the city _ the unique style of its buildings.这座城市的美在于它建筑物的独特风格。The book is made up of nineteen chapters.The book _ nineteen chapters.consists ofconsists inconsists bine.with.把和联合/结合起来To stand out in a world of competitive advertising,they must combine the h
33、ighest standard of design with creative ways to make people believe that they“must have the product”(教材P59)为了在竞争激烈的广告世界凸显出来，他们必须将最高标准的设计与创造性的方法结合起来，让人们相信他们“必须购买这种产品”。短语记牢记牢下列短语combine.with/and.把与结合起来combine to do sth 联合起来做某事in combination(with)(与)联合/结合But he couldnt always combine work with/and plea
34、sure.但他不能总是把快乐与工作结合起来。Several factors combined to harm our friendship.几种因素凑在一起伤害了我们的友谊。The firm is working on a new product in combination with several overseas partners.公司正在联合几家海外合伙人制造新产品。名师点津我们学过的表示“把与相连接”的短语还有：connect.with/to.,associate.with.,link.with/to.,relate.to.等。巩固内化完成句子It is an essential p
35、rinciple that we should _(把理论和实践相结合)He carried on the business _(与联合)his bine theory with/and practicein combination with1.It was likely to be the name of a company,part of which might include the name of the place from which the product originated.(教材P58)它很可能是一家公司的名称，其中一部分可能包括产品的原产地名称。句式解读be likely
36、 to do sth意为“可能做某事”。用法总结It was likely that John would win the 200-meter race,but he fell to the ground and missed the chance.John was likely to win the 200-meter race,but he fell to the ground and missed the chance.约翰很可能赢得200米比赛，但他摔在地上并因此错过了机会。巩固内化完成句子He _on the opening ceremony of the Peach Festiva
37、l.他可能在桃花节开幕式上表演。Judging from his excited expression，_ Mike has passed the entrance examination.从迈克兴奋的表情判断，他很可能已经通过了入学考试。is likely to performit is likely that2.However，not all advertising is about selling products and services for a profit.(教材P59)然而，并非所有的广告都是为了赢利而推销商品和服务。句式解读句中加黑部分为部分否定。用法总结(1)英语中的al
38、l,both,each,every,everybody,everything,completely,always,whole,entirely等具有总括意义的代词、形容词和副词与否定词not连用，无论not位置如何，均构成部分否定，表示“并非都”的意思。(2)英语中的no,none,never,nobody,nothing,neither,no one,nowhere,no more,no longer,no way等表否定意义的词(组)与肯定式谓语一起使用构成“全部否定”。Its impossible for all the applicants to get the jobs,becaus
39、e not all of them are fit for them.Its impossible for all the applicants to get the jobs,because all of them arent fit for them.不可能所有的求职者都能找到工作，因为并非所有人都胜任这些工作。I agree with most of what you said,but I dont agree with everything.我同意你所说的大部分内容，但是我并不是同意全部内容。Nothing in my life impressed me so deeply as my
40、 first visit to the Great Wall.我的一生中，印象最深的就是第一次参观长城。巩固内化将下列句子改为全部否定句/完成句子Both of us know how to face the problem._Everything here doesnt go well._ _ for winter.不是所有的鸟都飞到南方去过冬。_ honest.并不是每个人都诚实。Neither of us knows how to face the problem.Nothing here goes well.Not all birds fly to the southNot every
41、one isused to和would一、相同点 合作探究自主发现1(1)would与 used to 都可用来表示过去_或_的动作，常常可以换用。(2)would与 used to 都不能用来表示动作发生的_。经常性习惯性具体频度或具体的一段时间二、不同点 合作探究He would go to the park as soon as he was free.过去，他总是一有空就去公园。(现在有可能还去)He was so busy that he would work into the night.他过去很忙，以至于总是工作到深夜。(具有反复性)I used to live in a fla
42、t.我过去住在一套公寓房里。(没有反复性)She used to be a quiet girl.她以前是个文静的女孩。不可以说：She would be a quiet girl.Often on holidays,he would go to some places of interest.过去，通常在假期期间，他会去参观一些名胜。He would sometimes sit alone,deep in thought.过去，有时候他独自坐着陷入沉思。自主发现2(1)used to表示“_”，暗含“现在不再了”的意思，强调今昔对比。would只表示_情况，与现在无关，只表示说话人对过去事实
43、的回顾和陈述。不含有“过去如此，现在不再这样”的意味。(2)would表示_发生的动作。如果某一动作没有反复就不能用would，只能用used to。(3)used to还可与be动词连用，表示过去的_，而would则不可以。(4)used to本身就指过去的_，所以通常不与often,frequently,sometimes等连用；而would则往往带有这些状语。过去常常过去反复状态习惯性动作或状态巩固内化(1)选词填空：would,used toWhen working in the same office,we _ help each other.He is much richer th
44、an what he _ be.He got promoted as the CEO of the firm,and therefore,he isnt what he _ be.When he was there,he _ go to that coffee shop at the corner after work every day.When we were children we _ go skating every winter.In China,women _ wear jewellery on their heads.would/used toused toused towouldwould/used toused to/would(2)对比翻译他过去常吸很多烟。(现在不吸了)_他年轻时，总是吸很多烟。(只陈述过去的这种习惯，与现在无关。现在可能吸也可能不吸)_He used to smoke a lot.He would smoke a lot when he was young.
