1、Unit 1 AdvertisingPart 1: Teaching Design第一部分 教学设计Aims and requirements read an article about advertisements and a handout about ad campaignslisten for statistics and description state your opinion on advertisements write an advertisementdevelop an ad campaignProcedures Welcome to the UnitStep 1: Br
2、ainstormingHi, everyone! I know all of you like to watch TV. But besides getting the latest news, enjoying some TV plays, what is the most frequent thing appearing on TV every day? Yes, thats the advertisements. Now Id like to show some ads to you. Hope ProjectMake every day a green one.I love to fl
3、y with Oxlin AirlinesOXLIN AIRLINESThere is hope for us all!Say No to drugs!Special discount on learning softwareShine that lasts for days!Step 2: Discussing and practising1. As we know advertising plays an important role in our daily life. Will those who have seen these advertisements talk about so
4、me of them? Lets discuss the ads based on the following question: What image(s) can you read on each poster? What can you read on each poster? What does each advertisement try to tell us? Do they belong to the same type?You will be divided into six groups and each group talk about one of the ads. Th
5、en each group choose one student to present the ideas to all of us. Pay attention to the instructions and focus on the six pictures and illustrations, please. You can discuss them with your partner, when necessary.Sample questionsPoster of Project HopeHow do you feel when you see the child with the
6、big eyes?What would you like to do for the child after seeing this advertisement?Why does the advertisement say There is hope for us all! ? From this poster, what do you think of the purpose of Project Hope?(This poster is intended to make people aware of the importance of Project Hope. It makes peo
7、ple realize that there are still a lot of children dropping out school for economic reasons. It calls upon people to do something to help children in poor areas. The poster makes us aware of the needs of other people.)Poster of the software adWhat do you know from this advertisement?If you intended
8、to buy some cheap learning software, would this advertisement help you?Would you buy this learning software? Why?Poster of Earth DayWhat problem is the poster trying to highlight?Do you think this advertisement helps to make people aware of environmental problems?From this advertisement, what do you
9、 think Earth Day all about?Poster of the anti-drugs campaignFrom this poster, do you think drugs are harmful?If someone took drugs, what could happen to him or her?Does the advertisement teach you about the bad effect of taking drugs? What are they?Poster of the shampoo adWhat kind of people do you
10、think this ad is targeting? Why? (Young people, especially girls, because they pay more attention to their appearance.)Do you think this advertisement will successfully persuade people to buy this shampoo? Why?For referenceWhat are advertisements? Advertisements are a good way to sell products or se
11、rvices. They are also a good way to make people aware of the needs of others and dangers around them.Project HopeProject Hope aims to help young people who have dropped out of school return to school. It also aims to develop basic education in poor areas in China, especially in western China, with m
12、oney collected from society. It has drawn great attention and gained genuine support from all walks of life since it was founded in the late twentieth century. Nowadays Project Hope pays special attention to children of laid-off workers in cities.Earth DayEarth Day aims to increase environmental awa
13、reness and encourage people to take care of the Earth and its people. The first Earth Day was celebrated on 21 March, 1970. The reason why it fell on that day is that night and day are equal throughout the Earth on that day. Today, Earth Day is celebrated annually by the world.常见广告的种类：classified adv
14、ertisement 分类广告 commercial advertisement商业广告public service advertisement (PSA)公益广告 paragraph advertisement 写成新闻性的广告publishers advertisement 出版商广告 television advertisement 电视广告tombstone advertisement 证券发行公告 advertisement of insurer 承保人广告2. Lets talk about the three questions listed under the six pict
15、ures in groups for a couple of minutes. Please focus on the three questions individually and think of proper answers to the questions. Make the best of the chance to express your opinion and listen to your group members opinions. Id like to invite some of you to report your opinions to the class. 1)
16、 Which advertisements make you want to buy a product or service? Why?2) Which advertisements make you think about problems in society or about people who need help? Why?3) Do you think advertisements tell the complete truth? Why or why not?Possible answers: 1) We can see there are three ads that sep
17、arately promote learning software, an airline service and a shampoo here. They make me want to buy a product or service. In my opinion, the advertisement for the shampoo is the most persuasive not only because of the image on the shampoo bottle, but also because it says that this shampoo will keep m
18、y hair shiny for days. Although I dont believe that this ad tells the complete truth, I want to try it anyway.2) In my eye, the other three ads separately for Project Hope, Earth Day and an anti-drugs campaign make me think about problems in society or about people who need help. Peoples health, the
19、 environment and poor childrens lives are common social concerns.Nobody can ignore the problems around us. In addition, the persuasive words and the impressive images used in these ads strike me a lot. Of the three ads, the ad about Earth Day strikes me the most. The ad shows us a birds nest built i
20、n the sky. The poster is trying to show that there is nowhere else to put the birds nest because all the trees have been cut down. It sends us a serious warning and tell us that we should protect the environment from now on.3) No. As we all know, commercial advertisements, generally speaking, are in
21、tended to encourage people to buy a product or service so that companies can make more money. Thus they try their best to make people believe they are telling the truth, sometimes by tricking us. For example, ads which sell cosmetics often use famous pop stars who tell us how effective the product i
22、s and how it keeps him or her young and good-looking. It is up to us, the consumers, to decide whether to believe commercial advertisements or not. However, public service advertisements are intended to educate people about health, problems in society and public welfare. Public service advertisement
23、s are usually free and they are usually true.Step 3: Homework1. Collect some advertisements and try to know what products or services the ads talk about.2. Prepare the Reading part.Reading AdvertisementsStep 1: LeadinginAfter learning “Welcome to the unit”, we know ads are a kind of poster that make
24、s us want to buy a product or a service. When you see a clever advertisement in a newspaper, do you say to yourself, Ah, thats good. Id like to have one of those? Or do you say, What lies are they telling this time? Advertisements can be extremely useful and persuasive if they are honest; if you hav
25、e broken your pen and you want to buy another, you may want to look at as many advertisements for pens as you can find. That will help you to choose the model, color and price that you are satisfied with. But do you know any basic advertising knowledge? There are two basic types of advertisements. W
26、hat are they? (commercial advertisements and public service advertisements-PSAs ) Today, well learn something about advertisements. Please answer the following questions.1) Where can you find the advertisements?2) Do you like advertisements in the media?3) Do you think ads play an important part in
27、our lives? Why or why not? 4) Do you think there are too many of them and that they are everywhere?5) What kink of things can be advertised? 6) Why do companies and organizations advertise? What kind of things can be advertised?(Some advertisements are meant to sell products or services, and some to
28、 make people think about problems in society or about people who need help.)Step 2: Fast Reading for general ideas1. Skim and scan the text to answer the questions on page2.Answers:1. To buy a product or service or believe in an idea.2. Public service advertisements.3. To educate people about health
29、, safety or any other issue which affects public welfare.2. Listen to the tape about the text and finish Part C1 on page 4.AnswersC1 1. They are most commonly found in newspapers and magazines, on billboards, the Internet, radio and television. 2. A commercial advertisement is one which someone has
30、paid for to promote a product or service, while a public service advertisement is often placed for free, and is intended to educate people about issues which affect public welfare. 3. Because although the advertisements do not lie, they do not tell you the complete truth. 4. In 1996. 5. Because PSAs
31、 are meant to be helpful, and following the advice in PSAs, we can often learn a lot.Step 3: Detailed reading for important information1. Read the following sentences and decide whether they are true (T) or false (F) according to the article. Advertisements are found in many places. PSAs are only fo
32、und in newspapers. All advertisements tell the complete truth. PSAs and commercials ads use some of the same methods. Commercial ads can often give us valuable information about how to live our lives. An ad warning people against smoking is an example of a PSA. Answers: C2 1 T 2 F 3 F 4 T 5 F 6 T2.
33、Please self-evaluate how well you understand and comprehend the article with the following exercise. You should try to summarize the differences and similarities between the two types of advertisements and fill in the following chart.Types of adsSimilaritiesDifferencesExamplesPlaces foundMethods use
34、dPurposesValidityCommercial adsBillboards, newspapers, magazines, the Internet, radio, televisionPersuasive language, exciting imagesto promote a product or serviceThey do not tell you the complete truth.Bright-teeth fights bad breath!You are proud of your cooking, so shouldnt you buy the very fresh
35、est food?PSAsTo educate people about health, safety or any other issue which affects public welfareThey are helpful and we can learn a lot by following the advice they give.Yes to life, no to drugsKnowledge changes lifeProject Hope-schooling every childSmoking is committing suicide slowly3. Complete
36、 Part D (Refer to the text while complete Part D)AnswersD 1 b 2 e 3 c 4 f 5 g 6 h 7 a 8 d4. Now lets come to part E. Its an e-mail that the author of the article writes to thank a professor who helped her with her research. The e-mail serves as a summary of the article. Try to finish the e-mail indi
37、vidually which will help you to strengthen what youve learnt in the article. Well check the answer later together.Answers(1) advice (2) advertisements (3) intended (4) public welfare (5) promote (6) customers (7) persuasive (8) nationwide (9) campaigns (10) encourage5. Pair workAccording to the dial
38、ogue on page 5, work in pairs and discuss the three questions together.1) What are the differences between commercial ads and public service ads.2) Do you think young people are easily persuaded into buying new products? Why or why not?3) Whats the most impressive PSA you ever seen? Why do you think
39、 it is impressive?Sample answers1) Obviously, there are many differences between commercial ads and PSAs. PSAs are free, and they are intended to educate people about health, safety, or any other issue which affects public welfare. Therefore, we can learn a lot by following the advice they give. On
40、the contrary, commercial ads are used to encourage people to buy a product or service or believe in an idea. They are not always true, so we need to be careful and be aware of the different methods used in advertisements to trick us. We should think about whether they are telling us the complete tru
41、th before we buy the products or services or believe in their ideas. 2) Yes, I think so. In my point of view, young people are easily persuaded into buying new products, because young people like to try new things and to look cool and smart. They like to follow the latest fashion. In addition, they
42、are likely to be influenced by persuasive language and vivid images. For instance, if their favorite stars or idols advertise a product, young people will usually buy the product.3) So far, I have seen so many PSAs on TV or the Internet. However, none of them struck me but the ad for Project Hope. I
43、n the ad, a little girl with her eyes open wide shows us how eager she is to go to school. This ad also reminds me of the fact that there are still a lot of children dropping out of school for economic reasons. From the ad, I come to realize how lucky I am to have the chance to study at school. I wo
44、uld like to devote myself to helping them return to school.Step 4: Post-reading activitiesNow Id like to divide you into two groups and have a debate on whether advertising plays a positive or negative role in our daily lives. (Advertising is an integral part of modern life. Do you think the positiv
45、e effects outweigh the negative?)For reference:We have to admit, advertising plays an important role in our daily lives. Although there are disadvantages and maybe even some bad influences, in the end it is up to us to choose if we want to buy into any of the advertisements. Needless to say, some ad
46、vertising that targets at public good bring an enormously positive impact on the society.I agree that advertising can play a positive role in helping to promote better health. Indeed, Hastings also says that advertising could just as easily be positive as negative. He also found that advertising pla
47、ys only a minor role on food choice.Advertising plays a critical role on promote the products. Advertising plays a role in the promotion of the voluntary initiatives of other.In these ways, advertising plays a key role in the transition to a new image culture, and thus in the transition from a discu
48、rsive book/print culture to a figurative media culture.Advertising plays a major role in todays society and causes one to think of the effects it plays on our minds. From shoes, to alcohol to underwear, advertisement has invaded our subways, highways, schools and world. The main objective of publici
49、ty and advertisement is to sell goods and services. It is meant to inform and influence the consumer into buying the good or service. Often the product in the advertisement is compared to another, according to them, worse product. Consumers attention must be grasped in order to make them think of bu
50、ying the product. Advertisement, made by companies, is meant for consumers, who, in turn, buy the product, therefore completing the circle. “Advertisement at its best is making people feel that without the product, youre a loser.” explained Nancy Shalek, president of the Shalek Agency. “Kids are ver
51、y sensitive to that. If you tell them to buy something, they are resistant. But if you tell them theyll be a dork(俚 笨伯，呆子) if they dont, youve got their attention.” You open up emotional vulnerabilities, and its very easy to do with kids because theyre the most emotionally vulnerable. Of course ther
52、e are negative things and aspects of advertisement. Sometimes advertisement encourages people to buy a lot of products that in reality, they cant afford, plunging them into enormous debts. Ads manipulate(操纵) people into believing that every product is important to have in ones life and to strife(斗争,
53、竞争) for the look of the beautiful model, and not to be content with the person that you are. Step 5: Homework Lets do Part A1 and A2 on page 84 in Workbook, so we will be more familiar with the usage of some words in it.Word powerWell learn in this section some common suffixes that can be added to n
54、ouns or verbs to create adjectives. And also some vocabulary related to sales and marketing. Step1: Brainstorming1. Please think about the following questions:How are the following words formed?health (noun) healthy(adjective) interest (verb) interesting (adjective)An English word can have several d
55、erivatives. And please pay attention to the fact that many English words share the same root word, even though they have different meanings or parts of speech.Now heres more example for you to better understand word formation.breath (n.) breathe (v.) breathless (adj.)act (v.) action (n.) actor (n.)
56、actress (n.) activity (n.)possible (adj.) impossible (adj.) possibility (n.) possibly (adv.)friend (n.), friendly (adj.), friendless (adj.), friendship (n.), unfriendly (adj.)As you can see, many words are derived by adding suffixes or prefixes to the root words. Often you may come across unfamiliar
57、 words while reading, try to use knowledge of word formation to guess their meanings. Will you? And can you give more examples about word formation?2. Shall we have a competition to see who can give more examples or create more words by adding suffixes or prefixes to the root words?3. As we know, so
58、metimes an English word can be made up of three parts: a prefix, a stem and a suffix. A stem is the main part of a word. A prefix is a group of letters added to the beginning of a word. A suffix is a group of letters placed at the end of a word. Both prefixes and suffixes modify the meaning of a wor
59、d or change it into a different word group. The following is a table of common prefixes:PrefixMeaning Examples (adjectives)un-Notunfair, unnecessary, unimportant, unhappyin-Notincorrect, invisible, incurable, inaccuratedis-showing oppositedisable, dishonest, disagree, disappear, discoverre-do againr
60、ewrite, redo, rebuild, react, retell, recreatemis-badly or wronglymisunderstand, misdirect, mistake, misuseStep 2: Learning about Word formation The basic part of any word is the root; to it, you can add a prefix at the beginning and/or a suffix at the end to change the meaning. For example, in the
61、word unflattering, the root is simply flatter, while the prefix un- makes the word negative, and the suffix -ing changes it from a verb into an adjective (specifically, a participle).English itself does not use prefixes as heavily as it once did, but many English words come from Latin, which uses pr
62、efixes and suffixes (you can use the word affix to refer either to a prefix or a suffix) quite extensively. For example, the words prefix, suffix, and affix themselves are all formed from fix by the use of prefixes: ad (to) + fix (attached) = affix pre (before) + fix = prefix sub (under) + fix = suf
63、fix Note that both the -d of ad and the -b of sub change the last letter.Here are some of the most common Latin prefixes (for the meanings of the Latin roots, look up the words in a good dictionary):ab (away) abrupt, absent, absolve ad (to) adverb, advertisement, afflict in (not) incapable, indecisi
64、ve, intolerable inter (between, among) intercept, interdependent, interprovincial intra (within) intramural, intrapersonal, intraprovincial pre (before) prefabricate, preface prefer post (after) postpone, postscript, postwar sub (under) submarine, subscription, suspect trans (across) transfer, trans
65、it, translate III. Ready used materials for Word formationAffixesMorphemes added to free forms to make other free forms are called affixes. There are three principle kinds of affixes: 1. prefixes (at beginning) un- in unable 2. suffixes (at end) -ed in walked 3. circumfixes (at both ends) en-en in e
66、nlighten (These always seem to consist of otherwise attested independent prefixes and suffixes.) A Rule for Forming some English WordsConsider the following pairs of English words: Adjective Verb dark darken black blacken red redden steep steepen What generalization (rule) can we make? Form: en Comb
67、ination: At the end of Adjectives (suffix) to make Verbs Meaning: to make (more) Adjective We can draw a diagram to show the internal structure of one of the words: Verb / Adjective -en | blackMeaning: to make (more) blackLikewise we can draw a partial structure (tree diagram) which shows the three
68、properties of rule of combination for the affix: Verb / Adjective -enMeaning: to make (more) Adjective Another Rule for Forming some English WordsConsider the following pairs of English words: Verb Noun sing singer dance dancer write writer compute computer What generalization (rule) can we make? Ad
69、d -er to the end of Verbs to make Nouns with the meaning someone (or sth.) that Verbs Noun / Verb -erMeaning: someone (or something) that VerbsRules that dont change categorySome affixes create the same kinds of words that they attach to, such as making nouns out of other nouns: Noun / Noun -ian |Bo
70、stonMeaning: someone from BostonZero MorphemesSome affixes consist of no sounds at all. Zero morphemes DO exist, and well see why, and illustrate another concept, allomorphy at the same time. Consider the following words: Adjective Verb yellow yellow brown brown green green purple purple The relatio
71、n between yellow (adjective) and yellow (verb) is exactly the same as that between white and whiten, which we just considered. But the form of yellow doesnt change. So we say that we added a zero suffix: Verb / Adjective - |yellowMeaning: to make (more) yellowZero morphemes are obviously hard to spo
72、t because you cant hear them! In these cases you have to notice what ISNT there. (Sherlock Holmes solves one of his cases by noticing that a dog DIDNT bark. This was important because there was a situation where any dog would have barked. This is the kind of thinking you have to do to find zero morp
73、hemes.) AllomorphyBut now we have two ways to make Adjectives into Verbs meaning to make (more) Adjective: -en (black-en) and - (yellow-) How do we know which rule to use? That is, why not yellow-en? One possible (but uninteresting) answer is that we just have to memorize which affix to use for each
74、 stem. That is, we just memorize that black takes -en and yellow takes -. But we would like a better explanation. As with the phonology problems, the best place to look is near where the affix attaches. Since -en is a suffix, lets look at the end of the stems. What we find is that we can divide the
75、Adjectives into two classes based on what the last SOUND (NOT letter) of the stem is: Use -en if the last sound is: p deep-en f stiff-en v live-en t white-en d redd-en s less-en fresh-en k dark-en Use - if the last sound is: e gray- (His hair grayed (gray-ed) before he was twenty.) n brown- m dim- l
76、 purple- r clear- We can use the same type of diagrams, and indicate the conditions: Verb / Adjective -en if Adjective ends in an obstruent (oral stop or fricative) - if Adjective ends in a sonorant (nasals, approximants, vowels)Meaning: to make (more) AdjectiveWhen we did phonology problems, we had
77、 a notion of default or elsewhere. The same concept can arise in morphology, although in this case the choice is made difficult by the clean cut between obstruents and sonorants. It is true, however, that there are exceptions to this rule with certain unusual adjectives: Verb / Adjective -en if Adje
78、ctive ends in an obstruent (oral stop or fricative) - ElsewhereMeaning: to make (more) AdjectiveAnother example of allomorphy in English is the choice of the negative prefix il-/ir-/im-/in-. The rules are: Use il- when the stem begins with l: il-legal Use ir- when the stem begins with r: ir-responsi
79、ble Use im- when the stem begins with m, b, p: im-mobile im-balanced, im-possible Otherwise (elsewhere) use in-: in-active, etc. In a diagram: Adjective / when Adjective begins with l: il- Adjectivewhen Adjective begins with r: ir-when Adjective begins with a bilabial: im-Elsewhere: in-Meaning: not
80、AdjectiveNotice here that there is a clear case that applies when the other (more specific) rules cannot. This is the DEFAULT or ELSEWHERE rule. The ELSEWHERE concept plays an important role in linguistics and we have already encountered it in phonology and we will encounter it again in this course.
81、 Finally, some allomorphy is simply exceptional. There are morphemes which are used with only a limited number of words, such as plural -en as in ox-en, child-(r)en. Furthermore, some words are so irregular that they have no internal analysis, for example went is the SUPPLETIVE form for what would o
82、therwise be go-ed. Children often use words like *go-ed (went) or *hold-ed (held). These are called OVERGENERALIZATION errors because the children use a regular productive process on exceptional words. CompoundsThe combination of two free forms is called a COMPOUND. Noun / Adjective Noun | | black b
83、irdMeaning: a particular kind of birdIn English the HEAD of a compound is usually the right-hand member (bird). The head supplies the category (Noun) and basic meaning (bird-ness) for the whole compound. Compounds can be used with affixation to produce larger words: Noun / Verb -er / Verb Verb | |sl
84、eep walkMeaning: Someone who walks and sleeps at the same time Noun / Noun Noun | / window Verb -er | painterMeaning: Someone who paints windowsBound RootsBoth blackberry and blueberry are kinds of BERRIES, and black and blue exist as free forms too. So these look like fine compounds. But what about
85、 cranberry, huckleberry, strawberry? Wed like to keep the berry part separate, but then what are cran, huckle and straw? We call these cases BOUND ROOTS.Homophonous MorphemesSometimes two morphemes have the same pronunciation (form) with different meanings. One example form English is the two morphe
86、mes un-: Adjective / un- AdjectiveMeaning: not Adjective, for example unhappy Verb / un- VerbMeaning: do the reverse of Verb, for example undo, untie, unlatchThis can lead to ambiguity in some words with un-, such as un-tie-able. There are two possible structures for un-tie-able: Adjective / Verb -a
87、ble / un- Verb | tieMeaning: able( un (tie) ) = can be untied Adjective / un- Adjective / Verb -able | tieMeaning: un( able (tie) ) = cant be tiedThe relative scope of un- and -able is different in these two cases, leading to a difference in meaning. The difference in meaning also correlates with wh
88、ether un- is modifying a verb or an adjective. When a difference in meaning correlates with a difference in structure like this we call this STRUCTURAL AMBIGUITY. Structural ambiguity is a very important concept. We will see exactly the same thing when we analyze sentences. Other ways of Forming Wor
89、ds Back formations Where one falsely uses a rule. peddler refers to a person analyze peddler as peddle + -er Blends: smoke + fog = smog; motor + hotel = motel Words from Names: jumbo, sandwich Truncation (Clipping): gym(nasium), (tele)phone Acronyms: AIDS = Acquired Immune Deficiency SyndromeOther r
90、eferences:句式合成词整个句子当作一个词用，有的已经固定下来，例如pick-me-up（兴奋剂），whats-his-name（某某人）。整个句子用作形容词的现象比较普遍，把复杂的概念揉成单纯的限制语使行文紧凑。A let-bygones-be-bygones manner（一种“过去的就算了吧”的态度） an if-you-would-only-be-guided-by-me expression（一种“要是你肯听了我的话够多好”的神气）否定前缀（1）纯粹表示否定的a-,an- 能构成少数新词。加在名词、形容词上，表示没有“某种性质“。如:amoral=unmoral不道德，asex
91、ual无性别的。a-在元音前变成an-如anonymous onoma=name匿名的dis-加在名词、形容词、动词上，表示否定, 如：disadvantage(劣势)，disagreement(不和)，disbelieve(不相信)。（2）表示“错误”的mis- 多作重读，表示“wrongly，badly”。可以适当构造新词：大多用于动词：to misbehave（行为不当）misunderstand（误解）。用于作形容词的分词：misbelieving（信仰不当），misleading（靠不住）。用于动名词：misdealing（不正当手段）。偶而，mis-也表示纯粹的否定词义：to mi
92、strust。（3）表示“反对”anti- 表示“反对，反面” ， 如： anti-social（反社会的） antiseptic（防腐剂） anti-militarist（反军国主义者）。contra- 表示“反对，相反” ， 如： contradiction（矛盾） contrast（对比） contrary（相反的）；counter- 表示“against” ， 如： counteract（还手） counterattack（反攻）。其他前缀前缀大都表示空间，时间，逻辑上的关系，意思上有引申。ab- apo- se- 这几个前缀或多或少都有“away ，off”的含义。ab- a- ab
93、s- 在p， m， v之前作a-，在c， t之前作abs-，不能构造新词，表示“away ，apart， absence”，例如：absent， avoid。se- 表示“separation”（分离），例如：segregate（隔离），sedition（反叛）。ante-，fore- pre- post- pro- 这几个前缀都有“before”的意思。ante- 表示在.前，例：ante-humous（死前），ante-room（前厅）。fore- 表示时间，空间上的“在前面”，例forehead（前额），foregraound（前景），foretell（预言）。pre- 表示事先，在前，
94、例prehistory（史前），prepayment（预支）。post- 表示时间空间上的在后，例：posterity（后代），post-war（战后）。pro- 表示“代替，利于，亲于”，例pro-chancellor（代大学校长），pro-consul（代理领事）。circum- peri- 这两个前缀跟圆周有关。circum- 表示圆周，如circumference， circumlocution， circumpolar。peri- 表示“round”，如perimeter（周长），perisphere（势力范围）。Step 3: Using suffixes1. Read the d
95、ialogue on page 6 and try to find all the adjectives in the dialogue and identify those which are created by adding suffixes.2. Read the table and tip boxes on page 6, which show the different ways to form adjectives by adding suffixes.3. Read the advertisement on page 6 and fill in the blanks.Answe
96、rs(1) lovely (2) attractive (3) boring (4) creative (5) fantastic (6) exciting (7) friendly (8) competitive (9) famous (10) lucky4. The following table provides some examples of common suffix.SuffixMeaningExamples (adjectives)-icalhaving the quality ofphysical, medical, electrical, grammatical, prac
97、tical-ablehaving the ability offashionable, available, unforgettable, reasonable, -ouslike, full ofnumerous, adventurous, dangerous, prosperous, -fulcharacterized byjoyful, helpful, useful, mouthful, handful-lesswithoutnameless, useless, careless, helpless, cloudlessStep 4: Sales and marketing 1. Il
98、l divide you into groups of four, would you use the following scenario to start the discussion. Suppose you own a small ice cream shop and people from your area like your ice cream very much. You have many customers and your shop is doing very well. Now you would like to extend your market and go to
99、 sell your ice cream in another area. However, there is already an ice cream shop there. What could you do to make sure your new shop would be successful? The following questions can help you. Do you think that people in the other area will have the same taste as people in your local area? In order
100、to make your new shop successful, do you think you would need to know your competitor? What else do you need to do?2. Read the short passage A on page 7 and pay attention to the words in blue. (No matter what to sell, the basic rules of sales and marketing are always the same.)3. Use the blue words
101、or phrases to complete the dialogue on page 7. AnswersB (1) product (2) market share (3) sales figures (4) consumers(5) high quality (6) market research (7) sales/marketing department (8) sales targets(9) market leader (10) sales and marketing4. Now lets have a group discussion. And Ill divide you i
102、nto groups of four. Use the following scenario to start the discussion:Suppose you own a small chocolate shop and people from your local area like your chocolate very much. You have many customers and your shop is doing very well. Now you would like to extend your market and go to sell your chocolat
103、e in another area.However, there is already a chocolate there. What could you do to make sure your new shop would be successful? Think about the following questions:Do you think that people in the other area will have the same taste as people in your local area?In order to make your new shop success
104、ful, do you think you would need to know your competitor?What else do you need to do?Step 5: Homework Grammar and Usage Step 1: General Introduction: Direct speech and reported speech For referenceDirect and Indirect Speech also known as Quoted and Reported Speech. We use direct speech to report wha
105、t exactly has been said. If we write the speech down, the words will usually appear in quotation marks. However, we often prefer to use reported speech or indirect speech to report the meaning of what has been said without using the exact words. Now lets look at a sentence:She said,I have been writi
106、ng a book on the history of China.If you want to tell this sentence to someone else, what will you report? We can change it into: She said she had been writing a book on the history of China. 1. In the section, we will learn the definitions of direct speech and reported speech, how to use direct spe
107、ech to report what exactly has been said, and to use reported speech or indirect speech to report the meaning of what has been said without using the exact words. For example:T: What did you do last Sunday, S1?S1: I stayed at home and watched TV.T: What did S1 say, S2?S2: S1 said he/she stayed at ho
108、me and watched TV.T: What did you do last Sunday, S3?S3: I didWhat is the difference between each pair of the sentences? (The first answer uses direct speech to report what exactly has been said. The words appear in quotation marks when they are written down. The second answer uses reported speech t
109、o report the meaning of what has been said without using the exact words, and without quotation marks.2. Now lets look at the following tables, paying attention to the changes of tenses and some other forms. Rules of changes:a. Change direct speech sentence into reported sentence by changing what ha
110、s been said to an object clause or an infinitive phrase.b. Change personal pronounsc. Change tensesd. Change adverbials of time and placeDirect speechReported speechDirect speechReported speechSimple presentSimple pastSimple futureFuture in the pastPresent continuousPast continuousPast perfectPast p
111、erfectSimple pastPast perfectPresent perfectPast perfectPresent perfectPast perfectcontinuouscontinuousDirect speechReported speechtodaythe day/yesterday/on Saturday, etc.tomorrowthe next day/the following day/ on Tuesday, etc.yesterdaythe day before/the previous day/ on Tuesday, etc.last yearthe ye
112、ar before/ the previous year, etc.a week agoa week before/ a week earlier, etc.Direct speechReported speechthisthatthesethoseheretherecomego3. Lets read the ad on page 9 and try to understand whatThrilling adventure story!means and what the readers comments on the books are. Please change the ad and
113、 the readers comments into reported speech and complete the passage.For referenceThe advertisement suggests us to read Travel to the Misty Country. Its the publishers latest publication. The book tells a thrilling adventure story written by Li Xiyang, a 17-year-old boy. It claims that we wont believ
114、e his unique way of thinking and rich imagination.One of the readers said that he had read it twice this week. He would never forget the fascinating Misty Country! Another reader said that He had bought another two copies of Travel to the Misty Country this afternoon. He would give those books to hi
115、s best friends. The book was so great. He was going to read it over and over again!Answers(1) was (2) wouldnt (3) had read (4) that(5) would (6) had bought (7) that (8) would(9) those (10) her (11) was (12) was going to readStep 2: Reported speech statements, questions and imperative sentencesHow to
116、 use reported speech to report statements, questions and imperative sentences?In this part, you will practise reporting statements, yes/no-questions, wh-questions and imperative sentences by using that, whether/if, wh-words and other verbs like advise and encourage.1.There are many reporting verbs,
117、such as say, ask, and tell. Besides say, ask and tell, there are other reporting verbs: accept, argue, believe, claim, decide, expect, feel, imagine, learn, mention, point out, suppose, think, understand, and wonder.2.We use noun clauses introduced by if/whether to report yes/no questions, and we us
118、e noun clauses introduced by wh-words to wh-questions.3.Well, but how can we report imperative sentences? We use the structure: reporting verb + object +(not) + to-infinitive. Eg:The teacher said, You d better wear soft shoes. (The teacher advised us to wear soft shoes.)The teacher said, Think about
119、 it carefully before you answer. (The teacher asked us to think about it carefully before we answered.)Dont leave your homework at home. (The teacher reminded us not to leave our homework at home.)The teacher said, Dont worry about your exam. (The teacher told us not to worry about our exam.)4. Read
120、 Part A on page 11 and practise reporting question using whether/if or wh-words. Pay attention to word order and other changes in reported questions. Well check the answer together then.AnswersA 2 Fang Hong asked in what way it was different from other English learning software.4 Wang Qin asked how
121、it could help him remember English words.5 Lu Kai asked whether/if it taught listening and speaking.6 Liu Fang asked what the designer would do if she was not satisfied with the software.7 Gu Jin asked if it was user-friendly.5. Now please read the instructions of Part B on page 11. Any difficulty i
122、n understanding the meaning of each statement? Ok now try to finish the activity in pairs. AnswersB 2 The expert advises us to use interesting and attractive photos.3 The expert advises us to use colour to attract peoples attention.4 The expert advises us to use eye-catching heading to attract peopl
123、es attention.5 The expert advises us to make the text short and easy to read.6 The expert advises us to study some good advertisements on the Internet for ideas.Step 3: Class activitiesChange the following sentences from direct speech into reported sentence.A. 1) She said, I like light music. 2) Mar
124、y said, I have read up to page 25. 3) I arrived yesterday, he said.4) Well be here all day, she said.5) Tommy said, I found the book at the bookshop. 6) I can do it myself, she said.Answers1) She said that she liked light music.2) Mary said that she had read up to page 25.3) He said that he arrived
125、the day before.4) She said that they would be there all day.5) Tommy said that he had found the book at the bookshop.6) She said that she could do it herself.B. 1) What are good manners? she asked.2) Margie asked, What are you reading, Tommy? 3) Do you live in the South? he asked. 4)“Were you born i
126、n 1990?”Liming asked me.Answers:1) She asked what good manners were.2) Margie asked Tommy what he was reading. 3) He asked whether (if) I lived in the South. 4) Liming asked me if / whether I was born in 1990.C. 1) Go on, the teacher said. 2) Pass me that dictionary, she said. 3) Dont be late again,
127、 Frank, the teacher said.Answers: 1) The teacher told us to go on.2) She asked me to pass her the dictionary.3) The teacher told Frank not to be late again.Exercise for consolidationI. Multiple choice1. He asked _ for the computer.A. did I pay how much B. I paid how much C. how much did I pay D. how
128、 much I paid2. “Have you seen the film?” he asked me. He asked me _.A. had I seen the film B. have I seen the filmC. if I have seen the film D. whether I had seen the film3. “Please close the window,” he said to me.He _ me _ the window.A. said to; to close B. told to; closing C. asked ; to close D.
129、said to; please close4. “I am a teacher,” Jack said. He said _.A. that I am a teacher B. I was a teacher C. that he is a teacher D. he was a teacher5. He said, “Mother, the boy is very naughty.” He _ very naughty.A. said his mother that the boy was B. said to his mother that the boy isC. told his mo
130、ther that the boy was D. spoke to his mother that the boy was6. “Youve already got well, havent you?” she asked. She asked _.A. if I have already got well, hadnt youB. whether I had already got wellC. have I already got well D. had I already got well.7. He asked me _ with me.A. what the matter is B.
131、 what the mater was C. whats the matter D. what was the matter8. He said, “Dont do that again.” He _ me _ that again.A. said to me; not to do B. said to me; dont do C. told me; dont do D. told me; not to do9. Can you tell me _ tomorrow? A. whats the weather going t be like B. what the weather is goi
132、ng to be like C. how the weather is going to be like D. how is the weather going to be like10. Can you tell me _?A. who is that gentleman B. that gentleman is whoC. who that gentleman is D. whom is that gentlemanII. Translate the following into English1. 我就是不能想象他怎么可能做出这样的事。2. 他没意识到他犯了多么严重的错误。3. 他告诉我
133、他把书丢在我房里了。4. 现在我认为，我以后对于该买什么东西会明智的多。5. 我们可以告诉你，你的朋友们是在哪儿找到他们那些新奇的衣服的。Keys: I. 1-5 D D C D C 6-10 B B D B CII. 1. I just cant imagine how he could have done such a thing.2. He was not aware of what a mistake he had committed.3. He told me that he had left his book in my room.4. Now I think I will be
134、much smarter about what things to buy.5. We can tell you where your friends found their fantastic clothes.Task Writing an advertisementSkills building 1: listening for statistics and descriptionsIn this part, you are to learn to gain information from statistics. And listen for fractions, decimals, p
135、ercentages and descriptions of statistics.1. Lets first review the expressions of fractions, decimals and percentages. 1/2 (a/one half) 2/3 (two thirds) 4/7 (four/sevenths)0.45(zero/ nought point four five) 9.89(nine point eight nine) 6.79 six point seven nine58% (fifty-eight per cent) 36.36%(thirty
136、-six point three six )2. Go over Point 1 on page 12 how to read fractions, decimals and percentages. Now, lets turn to and learn them together.3. Go over Point 2 on page 12 to make sure you know how to describe an increase, a decrease, no change, trends, a range, an average, and a limit. an increase
137、There was an increase of 56 per cent. The price has gone up by 9 per cent.a decrease There was a decrease of 36 per cent. The figure / amount / rate decreased/ fell by 21 per cent.no change There was no change. The figure / amount / rate remained/ stayed the same.a range The sales figures vary betwe
138、en 30 and 40 per cent/ from 35 to 50.an averageThe average age was 56.a limitThe maximum price reached 67.The figures fell to their lowest level.4. Listen to the tape and do the exercises on page 12.Tapescript1 Two years ago, the number of members stood at one thousand two hundred. By the following
139、year, it had grown by a hundred.2 We started off quite well five years ago. Our market share rose to eighty-five per cent. Unfortunately, last year, it fell by twenty per cent.3 Consumption figures for this year ranged between fifty and sixty per cent. Over the next few years, the figure will reach
140、seventy-five point five per cent.4 A lot of our students continue their education at local universities or abroad. Last year, the percentage of students from our school studying at local universities was twenty-three point four compared to eleven point five, which is the percentage of students study
141、ing abroad. This year, the percentages have increased to twenty-four point five and thirteen point six.5 Our research showed a sharp increase in the number of young people visiting our museum. Compared to last years figures, three time as many young people have visited our museum this year. This is
142、about one third of the total number of our museum visitors.Answers1. 1,200 1,300 2. 85% 65% 3. 50%-60% 75.5%4. 23.4% 11.5% 24.5% 13.6% 5. 9,000 3,0000Step 1: completing a bar chart1. Well, now suppose you are a marketing assistant in the Candy Company. And the director of the company is making an an
143、nouncement at a meeting. Listen to the announcement and complete the bar chart for future reference.TapescriptDirector: Good morning, ladies and gentlemen. Were here today to talk about sales of our chocolate bar, Chocoloco. Chocoloco was first sold in nineteen fifty. We did quite well in the first
144、year, with a ten point five per cent share of the market. However, the sales figures in the next few years were not so good. By nineteen sixty, market shares had decreased by five per cent. Then we introduced a new marketing programme, and market share increased to seven per cent in nineteen seventy
145、. However, this was still below what we had expected. In nineteen seventy-nine, we packaged the chocolate bar in a new way. The results were good, and in nineteen eighty, the number of people buying chocoloco rose sharply to twelve per cent. The sales figures for nineteen ninety stayed the same as t
146、hose for nineteen eighth. In the year two thousand, we had a new model in our advertisements. This had a good effect and market share increased to fifteen per cent. We will continue using this model in our advertisements and packaging. In two thousand and ten, we expect a nineteen point five per cen
147、t market share. We hope that this increase will continue, and in two thousand and twenty, we expect it to rise to twenty-four percent.Thank you for your attention!2.Pair work. Read the memo from the director in Part B on page 13. And can you think of a subject for the memo?Answer B Repackaging of th
148、e Chocoloco barSkills building 2; stating opinions and giving supporting reasonsIn this part, youll learn to state opinions and give supporting reasons. Meanwhile, you can learn to use conjunctions like because, as and since and sentence structures like First, Second, Then, (Next, Finally, ) to intr
149、oduce reasons. 1. Id like to give you 2 minutes to read Point 1,2 and 3 on page 14 and then answer the following questions:1) Do you think packaging is important for a product?(I think / I dont think/ It seems to me/ To me/ In my opinion/ I dont believe /I believe that packaging is important.)2) Why
150、 or why not? (Because packaging can add value to a product. / As packaging can attract customers attention and increase sales. / Since packaging may increase the cost of a product and the amount of waste.)3) OK, now lets make a dialogue to talk about our opinions on advertising. Of course, you can r
151、efer to the conversation on page 14.Step 2: Talking about advertisements2. Up to now, weve known how to distinguish an advertisement. Suppose you were a marketing assistant, your boss would ask you to interview your friends about good advertisements they have seen. Of course you youd better think of
152、 one other relevant question to complete the interview, for example: What advertisement(s) do you like best (least)? Why?Sample answersA1. Friends opinion: They are attractive and colourful.Your opinion: They are too big, too many and ugly.2. Friends opinion: Ads for food and cosmetics on TV or in m
153、agazines.Your opinion: Ads for books and films on the Internet. 3. Friends opinion: Famous pop stars or sports and music make ads interesting.Your opinion: Models and music.4. Friends opinion: Cosmetics and clothes.Your opinion: Books and health products.5. Friends opinion: An ad for a mobile phone.
154、 I like the famous star in the ad, which makes me think that using the phone is really cool and fashionable.Your opinion: An ad for a brand of crisps. The story on the ad is very funny and the crisps look really tasty.6. What advertisement(s) do you like least? Why?Friends opinion: Some shampoo ads
155、have exaggerated their functions. It is really hard to believe that after using the shampoo, your hair will be as shiny as a mirror.Your opinion: Ads for some health care tablets have boasted about how effective they are for different kinds of people. They may be good for your health to some extent,
156、 but they cannot cure diseases. They are not a type of medicine after all.1. Ill give you several minutes to prepare a role-play between a marketing assistant and his/her friend. Refer to Vocabulary on page 15 if necessary.2. Go over Parts C and D on page 15 and then write down the responses you rec
157、eived from your classmates and then report them to your classmates.Sample answers CDear sir,After interviewing my friends about good advertisements, I will sum up what they said as follows: In their opinion, most of the ads in public places are attractive. It seems that clothes and food ads on TV ar
158、e the most interesting. They think that famous stars, trendy music and good text make good advertisements. They often buy food and health products after they have seen them in ads. They like some ads partly because they are funny and partly because they are fashionable. Skills building 3: using diff
159、erent sentence types correctlyLets turn to page 16 and read the chart to learn the structures and main use of different sentence types. Meanwhile, you can work in pairs and give some examples of each sentence type.Well, look at the advertisement on page 16 and label the sentence types.Answers 2. neg
160、ative statement 3. command 4. positive statement 5. exclamation6. positive statement 7. exclamation 8. positive statement Step 3: writing an advertisement1. Go over the two sample ads in Part A on page 17 and use the adjectives given to finish the exercises individually.AnswersA (1) amazed (2) new (
161、3) delicious (4) biggest (5) the best (6) free (7) great (8) bored (9) hottest (10) comfortable2. Do you think these two sample ads are good? And why? (Yes. Because they both use different sentence types and vivid pictures to make the ads more attractive.)3. Go over Part B, please. Try to be creativ
162、e and original and draw pictures for the ads.Possible exampleB You can never imagine how delicious chocolate bars can be if you have never had a Chocoloco chocolate bar. Only the best quality coco beans from Mexico and the freshest milk from China are used to make the delicious Chocoloco chocolate b
163、ars. Because it is low in fat, it is also a good choice for anyone trying to lose weight. Almost everyone who has tried it loves it! Chocoloco chocolates bar is of high quality and average price, available in all supermarkets around China now.Project Developing an ad campaignReading1. Lets read the
164、handoutHow do you build an ad campaign? Try to find out the main idea of each paragraph.Paragraph 1 the definition of an ad campaignParagraph 2 the target audience and how to determine the target audienceParagraph 3 what the ad campaign says Paragraph 4 how to reach the audience2.Read the handout ca
165、refully to find the answer to the following questions: 1) What do you know about an ad campaign? (An ad campaign is an organized programme of advertisements using various types of ads to a particular audience.)2) What must you keep in mind when you start a successful advertising campaign? (A clear g
166、oal and target audience.)3) Why do you need to research your audience? (Because the right message needs to be created for right people.)4) What should your advertising campaign be based on? (Mainly on the target audience and the media that reaches that particular group first.)3. Please find out the
167、writing features in a handout so that we will know how to design our own. The writing features of a handout include:l brief introduction of subjectl supporting detailsl conclusionDeveloping an ad campaign PlanningIts time to work in small groups. You are to discuss which of the subjects you are inte
168、rested in and choose one for your ad campaign. PreparingIn this step, you are to meet, discuss the three important questions so that everyone has a clear idea about the goal and target audience in mind as well as the message in the ad and the media you will use to get your message across. Divide the
169、 work so that group members will be responsible for a different task. Discuss the three questions together first and then decide which group member will be responsible for each task. ProducingNow you each put what you have written together and add logos, proofread your ad campaign proposal and corre
170、ct mistakes if any. PresentingAt length, present your ad campaign to the whole class by taking turns to explain why you choose the topic. Everyone in each group should have a chance to speak. And display the logos and slogan for the rest of the class to see. You can hang them on the walls in the cla
171、ssroom.Please do writing on page 91 in workbook as your homework. The exercise will help you practise some words, phrases and patterns in this unit.Answers Writing Part B (page 91) Mon, 15 Sep.I had a very bad experience today.When I went to town yesterday morning, I saw an advertisement in front of
172、 a shop saying that cameras were on sale for only 20 yuan each.True to the advertisement, things were really cheap in the shop, I bought a camera and two rolls of film. Then I made several calls to my friends inviting them to go to the park to take some pictures.In the park we had a very good time a
173、nd took a lot of pictures. Then I sent the films to a shop to be developed.When I went to collect my photos this morning, however, I got a big surprise. They told me that none of my photos came out because the camera could not take good pictures. I thought I was getting a bargain for 20 yuan but I s
174、hould have just kept my money.SelfassessmentThe self-assessment section at the end of the unit aims to allow you to determine the progress you have made, what you have achieved and what else you can do to improve your study. In this unit, 19 items are listed with each one scored 5, totaling a score
175、of 95. These items cover the main study targets in this unit, such as skills in reading, listening, speaking, writing, the usages of vocabulary and grammar items as well as doing activities in English. Through assessing themselves as learners, you will realize whether you have achieved the goals in
176、this unit.In Part A. some items are presented to you and you are asked to check how well you think you have developed these skills. Each item corresponds with one or more parts in this unit. For example, by going over Part E on page 5, you will know whether we are able to use the vocabulary learned
177、in this unit or not. You have the opportunity to evaluate your own skills and abilities in English. If you feel very confident about one item, you score 5. If you feel slightly confident about another item, you get 2. By adding all the scores you get and dividing by the total sum, you will get a per
178、centage, which shows your level. If you feel these are some items you are not confident of or just slightly confident about, you can think about how to improve them. In Part B, you are asked to make an action plan so you will know what to do and take some effective measures. Part Two Teaching Resour
179、ce第二部分 教学资源Section 1: A text structure analysis of Advertisements I. Type of writing and summary Type of writingThis is a declarative writing.Main idea of the passageAs an important part of our lives, advertisement provides information and uses persuasive language and exciting images to encourage pe
180、ople to buy a product or service or believe in an idea. There are two main types of advertisements-commercial advertisements, paid for to promote a product or service and public service advertisements, free to serve the public.Main idea of 1st paragraphAdvertisements are an important part of our liv
181、es.Main idea of 2nd paragraphAdvertisements, including commercial advertisements and PSAs, provides information and uses persuasive language and exciting images to encourage people to buy a product or service or believe in an idea.Main idea of 3rd paragraphAn advertisement may not tell you the compl
182、ete truth. Try not to fall for the thick.Main idea of 4th paragraphPSAs are meant to teach us and help us lead better lives.Main idea of 5th paragraphBe smart about what we believe, and be smart about advertisements. advertisementsII. A tree diagram of the textprovides information and uses persuasiv
183、e language and exciting images to encourage people to buy a product or service or believe in an idea.public service advertisementscommercial advertisementsto sell products or service, misleading sometimesto offer advice, helpfulbe smart about advertisementsIII. A retold version of the text Advertise
184、ments are an important part of our lives. An advertisement provides information and uses persuasive language and exciting images to encourage people to buy a product or service or believe in an idea. There are two main types of advertisements-commercial advertisements and public service advertisemen
185、ts (PSAs). Not all advertisements tell people the complete truth. Some advertisements lie or try to make people believe untrue claims about products or services. However, PSAs are meant to teach us and help us lead better lives. We all want to be smart about what we believe, so be smart about advert
186、isement.Section 2: Background information about advertisementsI. An introduction to Advertising1. Definition:American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas
187、by identified sponsors through the various media.” Today, with the development of the technology and the diversity of the mass media, advertising has influenced us pervasively in our daily life. However, whatever the promotive strategies advertising takes, language is the main carrier of message all
188、 along, as The Language of Advertising, by Vestergard & Schroder, says, “Advertising takes many forms, but in most of them language is of crucial importance.” Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a
189、 particular product or service, in order that you will take out some of your money.2. Advertising Components:According to the definition of the advertising, most of the advertisements should have the following components:(1) AdvertiserThe advertiser is the sender of information and all the advertisi
190、ng activities should be consistent with the purpose and willingness of the advertiser. Therefore, the advertiser is the main body of advertising, namely, every advertisement should have its specific owner of the advertising information. The specific owner should be a recognizable group, including co
191、rporation, enterprise, government, organization and individual. There are three significances of an advertiser (both for the advertiser themselves, and for the public): firstly, its easy for the target audience to recognize the company and the products of it, which will promote the propagandas and t
192、he sale of its products; secondly, it will establish a high reputation for the group, enterprise, or the individual in order that the consumer will trust the brand; finally, it will prevent the advertiser from counterfeiting and deceiving by legal supervision.(2) A certain amount of money paidThe ad
193、vertising fees are paid by the advertiser no matter its operated by itself or other agency. Because advertising is a kind of marketing action, an advertiser has to pay for its advertisement. There are quite a few people who consider that too much advertising fee will inevitably raise the price and c
194、ost of the product, and thereby will influence the sale of the product. However, this conclusion is a one-sided view. Advertising can bring you a huge profit by reasonable planning and proper operation. (3) Advertising InformationAdvertising information is the principal contents an advertisement wan
195、ts to disseminate. Advertising is a serious of planning action, so the information of advertising should be aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of information should be accurate, definite, recognizable and moderate in length. An effective
196、 advertisement involves not only “what to say”, but also how to say”. (4) Advertising MediaMedia are the means of the dissemination of advertising, including newspaper, magazine, broadcast, TV program, billboard and mail. The newspaper, magazine, broadcast and TV are called the four main media of ad
197、vertising. Moreover, any kind of objects or tools can be a medium for the advertisement, such as airplane, train, bus, building, neon light, movie, package, exhibition, and etc. Different kinds of media have different features, disseminating area, target audience and speed.II经典英文广告麦斯威尔咖啡 Good to the
198、 last drop 滴滴香浓，意犹未尽。雪碧 Obey your thirst. 服从你的渴望。索尼影碟机 The new digital era 数码新时代。理光复印机 We lead. Others copy. 我们领先，他人仿效。佳能打印机 Impossible made possible. 使不可能变为可能。雀巢冰激凌 Take time to indulge. 尽情享受吧！万宝路香烟 Come to where the flavor is. Marlboro Country.光临风韵之境万宝路世界。凌志轿车 The relentless pursuit of perfection.
199、 不懈追求完美。丰田汽车 Poetry in motion, dancing close to me. 动态的诗，向我舞近。轩尼诗酒 To me, the past is black and white, but the future is always color. 对我而言，过去平淡无奇；而未来，却是绚烂缤纷。百事流行鞋 Ask for more. 渴望无限。雀巢咖啡 The taste is great. 味道好极了。麦当劳 Im loving it! 我就喜欢！三星电子 Feel the new space. 感受新境界。百事可乐 the choice of a new generat
200、ion 新一代的选择。IBM no business too small, no problem too big.爱立信 Make yourself heard. (Ericsson) 理解就是沟通。飘柔 Start Ahead.(Rejoice) 成功之路，从头开始。七喜 Fresh-up with Seven-up. (Seven-up) 提神醒脑，请喝七喜。英特尔 奔腾Intel Inside.(Intel Pentium) 给电脑一颗奔腾的“芯”。 诺基亚Connecting People. (Nokia) 科技以人为本。本田For the Road Ahead.(Honda) 康庄大
201、道。飞利浦Let us make things better.(Philips) 让我们做的更好。可口可乐Enjoy Coca-Cola.(Coca-Cola) 请喝可口可乐。摩托罗拉Communication unlimited (Motorola) 沟通无极限。奥林巴斯Focus on life.(Olympus) 瞄准生活。麦斯威尔咖啡Good to the last drop 滴滴香浓，意犹未尽。索尼影碟机The new digital era 数码新时代。耐克运动鞋Just do it. 只管去做。雀巢咖啡The taste is great. 味道好极了。III.常用英语前缀 A前
202、缀re- re-是最常用的前缀之一。它可以加在名词或动词前面，构成新的名词或动词。1表示回或向后。return（回来，返回）recall（回忆，召回）retract（缩回，取回） 2表示再、重新、重复的意思。review（复习）reunion（团圆，重聚）restart（重新开始）reconstruction（重建） 3表示相反、反对的意思。rebel（反叛，谋反）reverse（反转，颠倒）resist（反抗，抵抗）B前缀de-与dis- 1. 前缀de-来自拉丁语，意为away from，所以这个前缀的意义之一就是离开、出。它构成的词有一定规律性，常表离开这一深层概念，而且常与介词from
203、等搭配。dethrone（废黜） deport（驱逐出境）deduce（推断） derail（脱轨） Delete his name from the list of members把他的名字从成员名单上除去。 The train will depart from platform 2这列火车将从2号站台发车。 2. 另外，前缀de-还表示除去、取消以及否定、非、相反的意思。decamp（撤营）decode（解码）deforest（砍伐森林）decolonize（非殖民化） devaluation（贬值） He has been degraded from public office他已经被解
204、除公职。 He descended from his taxi他下了出租车。 3. 前缀dis-与前缀de-同源，也来自拉丁语，原义为apart分开。dis-具有不、无的意思，所以加在某些动词或名词前构成反义词。dishonest（不诚实的）disappear（不见，消失） disorder（无秩序，混乱） 4. dis-还表示取消、除去以及分开、离、散的意思。由这些意义构成的词常与from等搭配。 He discounted 15from the price of a car他把汽车价格打八五折。 Dont distract this mind from his work不要分散他工作的注意
205、力。 5. dis-也可表示相反动作或加强意义，由它构成的词也常与from等搭配，下面例子都表示相反动作。 disappear from the view 消失不见 He was discharged from hospital他出院了。C前缀in-及im-，il-，ir- 它们像同胞四兄弟，都是表示否定的前缀。表示不、无、非等否定意义。 1以字母b，m，p开头的单词，其否定前缀为im-。imbalance（不平衡的）immoral（不道德的）impossible（不可能的） 2以字母l开头的单词用il-；以字母r开头的单词用ir-。illegal（不合法的）illogical（不合逻辑的）i
206、rregular（不规则的）irrelative（无关系的） 3以其他字母开头的为in-。inhuman（不人道的）injustice（不分开的）inseparable（不可分的）incorrect（不正确的）D前缀ex- 1表示出、外、由中弄出。export（出口，输出）extract（抽出，拔出）expel（逐出，赶出） 2表示前任的，以前的。ex-president（前任总统）ex-soldier（退伍军人）ex-husband （前夫）E前缀macro-与micro- macro-与micro-是一对意义相反的前缀，macro-表示宏、大；micro-表示微。macroworld（宏观
207、世界） macroeconomics（宏观经济学） macroscale（大规模）microscope（显微镜）microele- ment（微量元素）F前缀trans- 1表示转变、变换。transport（运输-从一地转到另一地） transplant（移植）translation（翻译-从一种语言转为另一种语言）trans- form（使变形，改造） 2表示超过、横跨、超。transcentury（跨世纪）transnational（跨国的）transcontinental（横跨大陆的） transatlantic（横跨大西洋的）G前缀tele- tele-表示远距离的，远。telesc
208、ope（望远镜）telegram（电报） telecamera（电视摄影机，远距离摄影机）H前缀super- 1表示超、超级。super- highway（超级公路）superpower（超级大国）supermarket（超市） 2表示上。superstructure（上层建筑）supervise（监督-由上面注视）superimpose（放在上面）IV.常见英语后缀-able. a. = inclined to be；likely to be done，acceptable 可接受的，readable 可读(认)的，adaptable 可适应的-age. n. = the action，re
209、sult or state of，shortage 缺乏，短缺， parentage 出身，门第-al. n. = the action of，the person of，refusal 拒绝，proposal 建议，approval 认可，criminal 犯罪 分子，rival 竞争者，arrival 到达者-al. a. = inclined to be；connected with；pertaining to，colonial 殖民的，natural 自然的，political 政治的-ed.过去分词作定语 = 1)filled with；having the characterist
210、ics of. 2)done by，spirited(heated) argument 热烈的讨论，honeyed word 甜言蜜语，distracted 心情纷乱-ee. n. = one who receives，testee 考生，被测验者，trainee 运动员，受训练的人，payee 受款人-er/-ar/-ur/-eer/-ier. n. = doer；device for，fighter 战士，战斗机，radar 雷达，pioneer 先锋队员-ic/ical. a. = relating to；resembling，scenic 风景的，geometric 几何的，geogr
211、aphical 地理的-ess/ine. n. = female，actress 女演员，heroine 女英雄，mayoress 女市长-ful. a. = full of，handful 一把，一撮，mouthful 一口，cupful 一满杯-fy. v. = make；reinforce，intensify 强化，加强，purify 净化，clarify 澄清-hood. n. = condition；state，childhood 儿童期，brotherhood 手足之情，bachelorhood 独身生活-ile. a. = likely to be，hostile 敌意的，fra
212、gile 易碎的，versatile 多才多艺的-ility. n. = quality of，feasibility 可行的，servility 奴性，卑屈，mobility 易动的-ing. a. = having the quality of，disturbing 令人不安的，surprising 令人吃惊的，encouraging 振奋 人心的-ion/ation. n. = action of；process of，indication 指示，relaxation 放松，perfection 完美无缺-ish. a. = having the quality of，childish
213、幼稚的，bookish 书生气的，devilish 魔鬼似的-ism. n. = doctrine；belief，capitalism 资本主义，adventurism 冒险主义，opportunism 机会主义-ist. n. = 1)believer in. 2)expert of，romanticist 浪漫主义作家，economist 经济学家，nationalist 民族主义者-istic. a. = full of，realistic 现实的，artistic 艺术的，humanistic 人道的-ive. a. = inclined to；having the quality o
214、f，instructive 有教育意义的，offensive 进攻性的， constructive 建设性的-ize. v. = make or cause to become，realize 实现，organize 组织，popularize 普及，推广 finalize 使.了结，economize 节省，节约，industrialize 工业化-less. a. = without，jobless 失业的，tireless 不倦的，countless 数不清的-let. n. = little，booklet 小册子，townlet 小镇，houselet 小房子-like. a. =
215、having the quality of，childlike 孩子般的，warlike 好战的，businesslike 事务式的,有条理的-logy/-ology. n. = study of，sociology 社会学，ecology 生态学，methodology 方法论-ment. n. = 1)result of. 2)agency of. 3)state of，improvement 改良，进步，government 政府， disappointment 失望-ness. n. = condition or quality of being，eagerness 渴望，carele
216、ssness 粗心，emptiness 空洞，空虚-ous/-ious. a. having the quality of，famous 著名的，advantageous 有优势的，有利的，mysterious 神秘的-ship. n. = state of，friendship 友谊，partnership 合作伙伴，fellowship 交情，伙伴关系-some. a. = full of，burdensome 累赘的，沉重的，troublesome 麻烦的，laboursome 费力的-ty. n. = condition of being，security 保险，safety 安全，l
217、oyalty 忠诚-ure. n. = 1)act or fact of. 2)result of being，culture 培养，failure 失败，closure 圈地-y. a. = full of，clumsy 笨拙的，tricky 狡猾的，hairy 毛茸茸的-able,ible 可.的，能.的 readable可读的 sensible可觉察的-age 表状态，性质，行为 breakage破损 shortage缺乏-al (adj) 具有.性质的，如.的 personal个人的 regional地区的-al (n) 表动作，人，事物 proposal提案 professional
218、专业人员-ance,ence 表状态，行为，性质 importance重要性 confidence自信-ancy,ency 表状态，行为，性质 constancy一惯性 urgency紧迫性-ant,ent 表人，物，行为 applicant申请人 correspondent通信者-arian 表各种年龄，派别，主义，职业的人humanitarian人道主义的-dom 表性质，状态，行为 freedom自由 wisdom智慧-ee 表动物的承受者 employee雇员 trainee受训练的人-eer 从事.的人 pioneer开拓者 volunteer志愿者-en (v) 使变成 harde
219、n使硬 shorten使短-en (adj) 有.质的，似.的 golden金色的 woolen毛的-er,or 表人，物 singer歌唱家 survivor幸存者-ery 表状态，性质，行为，活动地点 nursery托儿所 robbery掠夺 slavery奴隶身份-ese 某国(地)的，某国(地)的人及语言Chinese中国人(汉语) Portuguese葡萄牙人(语)-ess 表女性，雌性 hostess女主人 actress女演员-ful 充满.的，具有.性质的 cupful一满杯 fearful可怕的-hood 表身份，状况，性质 neighborhood邻里 manhood男子气
220、概-ic,ical 类似.的，具有.的 heroic英雄般的 logical合逻辑的-ify 使成.，使.化 magnify放大 purify提纯-ion,tion 表情况，状态，性质，行为 fashion时髦 decision决定-ish 似.的，有.的 selfish自私的 childish儿童般的-ism 表示.主义，行为，.学，.派 realism现实主义 tourism旅游 fatalism宿命论 modernism现代派-ist 从事.工作的人 socialist社会主义者 dentist牙科医生-ity 表行为，性质，状态 unity团结一致 maturity成熟性-ive 有.
221、性质的，有.作用的，属于. protective保护的 productive生产的active积极主动的 -ize,ise,yze,yse 以.方式对待，.化 realize实现 analyze分析 modernize现代化-less 没有.的 fearless无畏的 useless无用的-let 小 booklet小册子 leaflet传单-like 有.性质的，像.的 dreamlike梦一般的 humanlike像人类的-logy 论，研究 biology生物学 technology技术-ly 如.的，有.特性的 manly男子气的 lovely可爱的-ment 表行为，状态，性质 mo
222、vement运动 management管理-ness 表状态，性质 darkness黑暗 kindness仁慈-ous,eous,ious 充满.的 dangerous危险的 famous著名的-ship 表状况，状态，身份，技艺，技能 hardship苦难 doctorship博士学位workmanship手艺，工艺 horsemanship骑马术-some 像.的，引起.的 troublesome讨厌的 lonesome孤独的-ster 表示人 youngster年轻人 gangster歹徒-ward(s) 表方向 upward(s)向上 outward(s)向外-y (n) 表状态，性质
223、，行为 difficulty困难 victory胜利(adj) 充满，包含 hairy 多毛发的 irony钢铁般V. Translation of reading 广告广告是我们日常生活的重要组成部分。对广告我们太习以为常了，我们甚至常常意识不到一天当中能看到和听到多少广告。我对广告做了一些研究，这里有一些非常重要的知识同大家分享。什么是广告?广告通过提供有关信息、使用劝导性语言和令人兴奋的图像，来鼓励人们购买某种产品或服务或者是相信某种理念。广告牌、报纸、杂志、互联网、广播和电视是最普遍的广告载体。广告主要分为两类-商业广告和公益广告。商业广告是广告客户支付费用以推销某种产品或服务的广告。
224、而公益广告往往是免费投放的，其目的是向人们提供关于健康、安全或者其他影响到公众利益的知识。广告会百分之百地讲真话吗?为保护消费者，对于不实广告或者欺骗性广告中国制定了严格的法律。尽管如此，我们对商业广告中所使用的技法还是得有些意识。一则广告，即使不说谎，也并不意味着它会对你百分之百地讲真话。比如有一则牙膏广告称：“亮齿牌牙膏挑战口臭!”广告主希望你读到“挑战”这个词的时候就会觉得，这种牙膏能够“治愈”口臭，可广告上却根本没有这样表达! 广告上只是说“挑战”，可它与“治愈”压根儿就是两码事。有一家超市，它对顾客如此说道：“您为自己的厨艺感到自豪，难道不需要购买新鲜到家的生鲜食品吗?”这则广告很聪
225、明，聪明就聪明在其吹捧顾客是烹调高手。但是，这则广告本身却根本没说本超市供应的是最为新鲜的生鲜食品! 广告主只是希望，顾客读到这则广告的时候会被其恭维弄得飘飘然，并因此记住“新鲜到家的生鲜食品”这样的字眼，从而将这个字眼与本超市销售的生鲜食品联系起来。我们绝不能轻信这种小把戏而上当啊! 公益广告然而，并不是所有的广告都跟我们玩这类把戏的。公益广告也使用商业广告中某些相同的手法，如，引入注目、别出心裁的图像和具有创意的语言，但公益广告的目的是服务大众。公益广告旨在教导大众，为改进人们的生活提供帮助。我国政府认识到公益广告的价值，因而多年来一直使用公益广告教导大众。1996年，中国在全国范围内开展
226、了一场公益广告宣传活动，从那时起至今，全国范围内已经发布了不可胜数的公益广告。你很可能也亲眼见过或亲耳听过其中的一些，如“珍爱生命，远离毒品”、“知识改变命运”。这些广告所涉及的是一些大的社会问题。但也有一些公益广告是教导人们关注有关公共服务项目的，如希望工程，其广告词是“希望工程-让孩子们都上学”。甚至还有一些公益广告教导我们如何健康地生活，这类公益广告有一则是“吸烟等于慢性自杀”。所有这些广告旨在提供帮助，遵循这些广告上的建议你往往就能学到很多东西。最后，我想对大家说的是：要思考你为什么要听从广告上的建议，或者购买广告上推销的产品或服务。该相信什么、不该相信什么，我们需要在这方面变得精明起
227、来，同样，对广告我们也要变得精明起来!VI. Translation of project如何策划广告宣传活动?与一则具体的广告不同，广告宣传活动是一个经过组织的广告计划，使用各种类型的广告形式以到达特定的目标受众。成功地启动一个广告宣传活动，你在脑海里必须有一个清晰的广告目标和目标受众。你需要精确地知道你试图向人们传递什么信息、你试图让人们做什么，这一点很重要。在广告宣传活动中，你有机会运用包括报纸、杂志、电视、广告牌、邮件等在内的不同媒介来进行广告宣传。首先你必须考虑以下三个问题：1 谁是你广告宣传活动的受众?你期望到达的人群就是你的目标受众。为了确定你的目标受众，你需要做一点调查研究工作
228、。你需要知道目标受众已有的想法。必须要了解你的目标受众，这一点至关重要，因为这样你才会为所针对的人群创造出恰当的信息。2 你希望你的广告宣传活动说什么?在确定了你的目标受众后，就该决定你希望传达什么样的信息给他们或者如何引导他们思维了。有一点很重要，无论什么时候都要努力迎合目标受众的反应方式。有关目标受众反应方式的信息你可以通过自己的调查研究来进行搜集。在设计公益广告宣传活动时，你可能需要问自己以下一些问题：有关这个问题我的目标受众已经了解多少了?他们关注或者担心这个问题的哪些方面?这个问题有没有什么会让他们感兴趣的历史背景呢?这个问题对他们的生活有什么直接影响呢?3 如何到达你的目标受众呢?
229、 在策划广告宣传活动时，你会发现有许多不同的手段让你将信息传达给目标受众。这时你必须决定你想采用什么样的方法。你所选择的广告方法应该主要取决于你的目标受众以及哪些类型的广告才能最大程度地到达所选择的特定人群。 Section 3: Words and expressions Reading1. We are so used to them that we often do not even realize how many we see and hear in a day. 我们对此是如此熟悉以至我们根本意识不到我们一天看到听到多少（广告）。so + adv. +that-clauseso +
230、 adj. +a(an) +单数可数名词+that-clauseso many/much/few/little +复数可数名词/不可数名词+that-clausesuch +a(an) +adj. + 单数可数名词+that-clausesuch +adj. + 复数可数名词+that-clausesuch +adj. + 不可数名词+that-clause All is so well arranged that we will soon start. so much butter, so much sugar, so many eggsThere were so many that we
231、didnt know where to put them all. Hes so careless that he always leaves his school things at home.Hes so positive, so hardworking, that hes counseling other kids now.The speechmaker spoke so clearly that everyone present understood him well. It was _ that we want to stay here for another two days.A.
232、 such fine weather B. such a fine weatherC. so fine weather D. so fine a weather 解析： weather“天气”为不可数名词，不能用不定冠词修饰，故排除B、D两项。so后只能接much, little, few, many, 然后接名词或so + adj. +a(an) +单数可数名词。故只能用“such +adj. + 不可数名词”结构。答案：B相关高考试题NMET95. Can you believe that in _ a rich country there should be _ many poor pe
233、ople?A. such, such B. such, so C. so, so D. so, such03上海. We were in _ when we left that we forgot the airline tickets.A. a rush so anxious B. a such anxious rush C. so an anxious rush D. such an anxious rush05江苏 _ about wild plants that they decided to make a trip to Madagascar for further research
234、. A. so curious the couple was B. So curious were the coupleC. How curious the couple were D. The couple was such curious答案：B D Bbe used to (doing )sth. 习惯于做某事He is quite used to hard work/working hard. Im not used to being spoken to like that. This is a woman whos used to working long hours and tra
235、veling extensively.I suppose Tommy wasnt used to being disturbed during his rages, because his first response when I came up to him was to stare at me for a second.be used to do sth. 被用来Wood is used to make paper.Cotton is used to make over 40% of the worlds textiles. India and Pakistan are two of t
236、he top producing countries.Obviously it is very convenient for plastic bags to be used in peoples everyday life. . This causes the white pollution to our environment, which is very harmful because plastic bags can not disappear by natural decomposition.used to do sth. 过去常常You used to drink, usednt y
237、ou (didnt you)? I used to be funny, but now Im boring and self-conscious. What happened to me?Used she (Did she use) to go to school by bike?/ No, she usednt (didnt). Yes, she used to/did.2. and have some very important information to share with you.share vi. & vt. 1 to have or use sth. at the same
238、time as someone else:Shes very possessive about her toys and finds it hard to share.Bill and I shared an office for years.I share a house with four other people.2 to divide food, money, goods, etc. and give part of it to someone else:Will you share your sandwich with me?Lets share the sweets (out) a
239、mong/between everyone.We should share (in) the reward.3 If two or more people share an activity, they each do some of it:Shall we share the driving?We shared the preparation for the party between us, so it wasnt too much work.4 If two or more people or things share a feeling, quality or experience,
240、they both or all have the same feeling, quality or experience:We share an interest in sailing.All hospitals share some common characteristics.I dont share your views/beliefs.Management and the union both share in the responsibility for the crisis.She knew that he was the person she wanted to share h
241、er life with.They kept to share joys and sorrows with our motherland and never stopped marching forward.Love is a mysterious thing, love means care and understanding, love means to be together and share their joys and sorrows.5 to tell someone else about your thoughts, feelings, ideas, etc:Hes not v
242、ery good at sharing his worries.Its nice to have someone you can share your problems with.Come on, Bob, share the joke (with us).n. C or U a part of sth. that has been divided between several people, which belongs to, is owed to or has to be done by a particular person:The total bill comes to 80, so
243、 our share is 20.We must make sure that everyone gets equal shares of the food.The partys share of the vote fell from 39% to 24%.Shes not doing her share of the work.We must all accept some share of the responsibility.3. An advertisement provides information and uses persuasive language and exciting
244、 images to encourage people to buy a product or service or believe in an idea.persuasive adj. making you want to do or believe a particular thing:a persuasive speaker/speechYour arguments are very persuasive.He can be very persuasive.persuadevt. to make someone do or believe sth. by giving them a go
245、od reason to do it or by talking to them and making them believe it说服:If she doesnt want to go, nothing you can say will persuade her.+ (that) Its no use trying to persuade him (that) youre innocent.+ to infinitive He is trying to persuade local and foreign businesses to invest in the project.Using
246、a bunch of bananas, the zoo-keeper persuaded the monkey back into its cage.FORMAL The first priority is to persuade the management of the urgency of this matter.Her legal advisers persuaded her into/out of mentioning (= to mention/not to mention) the names of the people involved in the robbery.c.f.:
247、 convince vt. to persuade someone or make them certain使相信:He managed to convince the jury of his innocence.It took a long time to convince Mrs. Smith of her sons guilt.+ (that) Its useless trying to convince her (that) she doesnt need to lose any weight.+ to infinitive I hope this will convince you
248、to change your mind.convincing adj. able to make you believe that sth. is true or right:a convincing argument/explanationconvincing evidenceI didnt find the ending of the film very convincing.相关高考题01上海 Alice trusts you; only you can _ her to give up the foolish idea.A. suggest B. attract C. tempt D.
249、 persuade 此题的句意为“惟有你能说服她放弃这种愚蠢的想法。”persuade sb. to do sth.表示“说服某人做某事”。 答案：D96上海While shopping，people sometimes cant help _ into buying something they dont really needAto persuade Bpersuading Cbeing persuaded Dbe persuaded 根据句意，cant help是“抑制不住、“情不自禁”的意思。其后应接动名词作宾语。在此句中，people与persuade之间是动宾关系，所以用动名词的被
250、动式。答案:C04上海The number of deaths from heart disease will be reduced greatly if people _to eat more fruit and vegetables.A. persuade B. will persuade C. be persuaded D. are persuaded本句意为：如果人们被说服食用更多的水果和蔬菜，死于心脏病的人数将会大大减少根据句意应使用被动语态。故选Dencourage vt.1. to make someone more likely to do sth., or to make s
251、th. more likely to happen; to inspire with hope, courage, or confidence; hearten.鼓励, 激励, 怂恿 赞助+ to infinitive We were encouraged to learn foreign languages at school.He encouraged us not to give up.The council is encouraging the development of the property for both employment and recreation.At Schoo
252、l and at college father encouraged us to take part in the games and sports.He encouraged us to read (oh, Hamlet!), to write and to share those written experiences, dreams and flights of fancy.“He told us about his work, and how important the research was. He encouraged us to be involved in research
253、as wellto seek out other areas of investigation and find questions that need to be answered.”2. to talk or behave in a way that gives someone confidence to do sth.; to give support to; foster促进, 助长Theyve always encouraged me in everything Ive wanted to do.My parents and teachers at school were very
254、supportive and encouraged me to develop my talent. Ive always felt like Ive had the freedom to explore my own ideas.4. and are intended to educate people about health, safety, or any other issue which affects public welfare. intend vt. to have as a plan or purpose: 打算；意欲+ to infinitive We intend to
255、go to Australia next year.This column is intended to educate people on what threats exist and how they can defend themselves against them.Somehow I offended him, which wasnt what Id intended.+ object + to infinitive I dont think she intended me to hear the remark.Most of these parents intend for the
256、ir children to go to college, even while they do all they can to reduce the academic preparation being provided.The course is intended for intermediate-level students.It was intended as a compliment, honestly! We intend this news report as teaching material for freshmen.The new proposals were intend
257、ed to soften the impact of the reformed tax system.He intends no harm. 他没有恶意5. However, we still must be aware of the methods used in advertisements to try and sell us things.aware adj. after verb knowing that sth. exists, or having knowledge or experience of a particular thing:+ that I wasnt even a
258、ware that he was ill.Were you aware of the risks at the time?This software often serves others interests without your being aware of the fact.She was well (= very) aware that he was married.Has Claude paid the phone bill? Not as far as Im aware. (= I dont think so)I suddenly became aware of (= start
259、ed to notice) him looking at me.awareness noun U Public awareness of the problem will make politicians take it seriously.Environmental awareness has increased dramatically over the past decade. 6. and connect them to the food in the supermarket.connect 1. vi. & vt. (JOIN) to join or be joined with s
260、th. else:Can I connect my printer to your computer?Will you connect this wire to the television.Where does the cooker connect (up) to the electricity?Has the telephone/electricity/gas been connected (= switched on or joined to the main supply) in your new place yet?2. vt. (RELATE) to consider or sho
261、w a person or thing to be related to someone or sth. else:Shes an actress I connect with the theatre rather than films.Police are connecting the break-in with other recent thefts in the area.That solitary old man was suspected to be connected with the crime.3. vt. (TELEPHONE) to make it possible for
262、 you to speak to someone else by telephone:Could you connect me with/to a number in Paris, please? I cant seem to get through.4. vi. (TRANSPORT) If two public transport vehicles connect, they arrive at suitable times to allow passengers to get off one and onto another:Your flight arrives in Malaga a
263、t ten oclock where it connects with a coach service to your hotel.Theres a connecting train service between the airport and the city.If it is built, it will connect Britain to Europe for the first time in history.join (CONNECT) 1. vt. to connect or fasten things together:A long suspension bridge joi
264、ns the two islands.Join the two pieces together using strong glue.The island is joined to the mainland by a road bridge.If you join (up) the dots on the paper, youll get a picture.2. vi. & vt. If roads or rivers join, they meet at a particular point:The B11 joins the M11 south of Cambridge.The River
265、 Murray and the River Darling join east of Adelaide.c.f.: join, connect South America is joined to North America.南美满和北美洲是连在一起的。Most of the large land areas are connected, or almost so.多数大块陆地是相连或者基本上是相连的。join 强调原来形体清楚地分离的事物之间的结合，通常指直接地连接。如:田与田、国与国互相接连。connect 指通过某种连接物把具体事物（或人）或抽象概念连接起来。如：His research
266、 work is connected with steel industry.他的研究与钢铁工业有关。有时 join 与 connect 可替换使用。如：The two cities are connected (joined) by by a railway.一条铁路把两个城市连接起来。应注意：join.to.与 connect.with.中的介词不可互换。7. Not all ads play tricks on us though. trick 1. n. C (ACT OF DECEIVING) an action which is intended to deceive, eithe
267、r as a way of cheating someone, or as a joke or form of entertainment:She played a really nasty trick on me - she put syrup(糖浆, 果汁) in my shampoo bottle!My niece was showing me all the tricks that shes learned to do with her new magic set.Its a bit of trick photography - shes meant to look like shes
268、 walking on water.play a joke/trick: to deceive someone for amusement or in order to get an advantage over them:She loves playing practical jokes on her friends.play a joke/trick on sb: to confuse someone or cause problem for them:I thought I heard something - my ears must have been playing tricks o
269、n me.Fate played a cruel trick on him when he was badly injured in his first international game.trick or treat: when children dress up in frightening or strange clothes on Halloween (= 31st October), especially in America and Canada, and visit peoples homes to demand sweets or a small amount of mone
270、y 2. vt. to deceive someone, often as a part of a plan: Dean tricked the old lady into giving him eight hundred pounds, claiming that he would invest it for her.He tricked me out of my money. ( He got the money from me by a trick. )Youve been tricked.though conj.1. despite the fact that:She hasnt ph
271、oned, even though she said she would.2. but:Theyre coming next week, though I dont know which day.Broadly speaking, I would agree with Shirley, though not entirely.adv. despite this:We were at school together. I havent seen her for years though.I got tired though, but it was worth it.He said he woul
272、d come, he didnt, though. I have a bit of a cold. Its nothing much, though.8. but they are made to serve the public. make sb. do sth.:使役动词make+人+(省略了to)动词原形She made the baby take a nap.Note: make如果在用法上出现了被动语态形式，用法则变成了be made to do。此类使役动词还包括get, have, let等。They were made to work day and night /14 hou
273、rs a day.serve 1. vt. (DEAL WITH CUSTOMER) in a shop, restaurant or hotel, to deal with a customer by taking their order, showing or selling them goods etc:Are you being served, madam?Thats the restaurant where they refused to serve Giles because he was so rude.The hotel has served tourists at the s
274、ame location for 30 years.2. vi. & vt. (PROVIDE FOOD/DRINK) to provide food or drinks:Do they serve meals in the bar?Breakfast is served in the restaurant between 7 and 9.We arrived at the hotel and were served with champagne and canaps.serve the guests a wonderful dinnerAll recipes in this book, un
275、less otherwise stated, will serve (= be enough for) 4 to 5 people.+ object + adjective Serve the tarts hot with custard or whipped cream.3. vi. & vt. (WORK) to work for; to do your duty to:He served in the army in India for twenty years.She has served on the committee for the last fifteen years.He s
276、erved under Harold Wilson as Transport Minister.serve the people heart and soul相关高考题93NMET. In some parts of the world, tea _ with milk and sugar.A. is serving B. is served C. serves D. served答案：B9. These ads deal with large social issue. 这些广告与社会问题有关。deal with sth. 1. (TAKE ACTION) phrasal verb: to
277、take action in order to achieve sth. or in order to solve a problem:How do you intend to deal with this problem?General enquiries are dealt with by our head office.2. be about; be concerned with:This is a book dealing with West Africa.Written in plain and common language, the long novel dealt with p
278、hilosophical, religious and social issues, while remaining humorous and filled with adventure.deal with sb. (TALK TO) phrasal verb: to talk to someone or meet someone, especially as part of your job: Shes used to dealing with difficult customers. How would you deal with an armed burglar?10.China beg
279、an a nationwide public service advertising campaign in 1996.campaign n. C a planned group of especially political, business or military activities which are intended to achieve a particular aim 军战役, (政治或商业性)活动, 竞选运动The protests were part of their campaign against the proposed building development in
280、 the area.This is the latest act of terrorism in a long-standing and bloody campaign of violence.The endless public appearances are an inevitable part of an election campaign.Shes the campaign organizer for the Labour Party.The government have just launched (= begun) their annual Christmas campaign
281、to stop drunken driving.a controversial new advertising campaignWord powerpromote 1. vt. (ENCOURAGE) to encourage the popularity, sale, development or existence of sth.:Advertising companies are always having to think up new ways to promote products.Do you have any idea how to promote the sales of t
282、his product?The Institute is intended to promote an understanding of the politics and culture of the Arab world.Greenpeace works to promote awareness of the dangers that threaten our planet today.It has long been known that regular exercise promotes all-round good health.Who is promoting this boxing
283、 match?2. vt. often passive (RAISE) to raise someone to a higher or more important position or rank:If Im not promoted within the next two years, Im going to change jobs.Shes just been promoted to senior sales rep.The young army officer was promoted (to the rank of) captain.If Coventry City wins thi
284、s match, theyll be promoted to the Premier League.NOTE: The opposite is demote.3. US If a student is promoted, they go up to the next higher grade (= level in school)commit vt. -tt- (CRIME) to do sth. illegal or sth. that is considered wrong:He was sent to prison for a crime that he didnt commit.to
285、commit murderto commit an offenceIf you commit a crime you can never escape being mit suicide: If a person commits suicide, they kill themselves.What makes a person want to commit suicide? This is not an easy question to answer. The answers vary from person to person.It is estimated that about 60 pe
286、rcent of people who commit suicide have had a mood disorder. Grammar and Usage However, we often prefer to use reported speech or indirect speech to report the meaning of what has been said without using the exact words.report (TELL) 1. vi. & vt. to give a description of sth. or information about it
287、 to someone:We rang the insurance company to report the theft.The assassination(暗杀) was reported in all the newspapers.I want you to report (to me) on progress (= on what you have done) every Friday.+ ing form of verb Spies reported seeing a build-up of soldiers.+ object + adjective He was reported
288、missing in action.The inquiry reports (= will officially make its results known) next week.2. be reported to be/do sth. to be described by people as being or doing a particular thing although there is no real proof:The storm is reported to have killed five people.3. vt. to make a complaint to a pers
289、on in authority about sth. or someone:My neighbours reported me to the police for firing my rifle in the garden.report n. C 1. (ALSO school report, US ALSO report card) a teachers written statement to the parents about a childs ability and performance at school2. a description of an event or situati
290、on:a news/weather reporta companys financial/annual reportI gave/made/submitted a report of the theft to the insurance company.She sent in weekly reports on the situation.3. plural n. stories for which you do not yet have real proof:According to reports, ten pupils were expelled.Were getting reports
291、 of a plane crash in Paris.reporter n. C a person whose job is to discover information about news events and describe them for a newspaper or magazine or for radio or televisionTask Writing an advertisementThat is why we are considering repacking our chocolate bar as well.consider 1. vi. & vt. (POSS
292、IBILITY) to spend time thinking about a possibility or making a decision:Dont make any decisions before youve considered the matter.+ question word Have you considered what youll do if you dont get the job?+ ing form of verb Were considering selling the house.Shes being considered for the job.Id lik
293、e some time to consider before I make a decision.2. vt. (CARE ABOUT) to care about or respect other people or their feelings and wishes:Have you considered your mother and how shes going to feel about you leaving?She never considers anyone but herself - shes totally selfish!3. vt. often + object + (
294、to be) + noun or adjective (OPINION) to believe someone or sth. to be, or think of them as:He is currently considered (to be) the best British athlete.We dont consider her suitable for the job.passive + object + to infinitive It is considered bad manners in some cultures to speak with your mouth ful
295、l of food.I consider myself lucky that I only hurt my arm in the accident.Do you consider him a friend of yours?+ (that) She considers (that) she has done enough to help already.It is generally considered unwise to give a child whatever he or she wants.4. vt. (SUBJECT/FACT) to give attention to a pa
296、rticular subject or fact when judging sth. else:Youve got to consider the time element when planning the whole project.+ question word If you consider how long hes been learning the piano, hes not very good.consideration 1. n. U when you think about sth. carefully:After some consideration, weve deci
297、ded to sell the house.The whole matter needs (to be given) careful consideration. 2. n. U when you are kind to people or think about their feelings:Youve got no consideration for others!Could you turn your music down and show a little consideration for the neighbours!We didnt publish the details, ou
298、t of consideration for the victims family.3. n. C or UIt may be fairly cheap to buy, but youve got to take into consideration the money youll spend on repairs.Comfort/Safety is an important consideration.considerate adj. kind and helpful:It wasnt very considerate of you to drink all the milk.NOTE: T
299、he opposite is inconsiderate.considering prep., conj., adv. used to mention a particular condition or fact about sth., usually a disadvantageous one:Considering the weather, we got here quite quickly.She did well to find the way, considering shed only been there once before.相关高考题93NMET. Charles Babb
300、age is generally considered _ the first computer. A. to invent B. inventing C. to have invented D. having invented答案：C. consider sb . to have done sth.认为某人做了什么。Project Developing an ad campaign1. In order to determine your audience, youll need to do a little research. determine (DECIDE) vt. often pa
301、ssive to control or influence sth. directly, or to decide what will happen:The number of staff we can take on will be determined by how much money were allowed to spend.Your health is determined in part by what you eat.Eye colour is genetically determined.+ question word FORMAL A pitch inspection wi
302、ll determine whether or not the match will be played.People should be allowed to determine their own future. The size of your feet determines the size of your shoes.determination n. U FORMAL the process of controlling, influencing or deciding sth.:The determination of policy is not your business - y
303、our job is to implement it.determined adj. wanting to do sth. very much and not letting anyone or any difficulties stop you:+ to infinitive Im determined to get this piece of work finished today.Shes sure to get the job she wants - shes a very determined person.2. Its important to always try to appe
304、al to the way the audience will react. appeal 1. vi. not continuous (ATTRACT) to interest or attract someone:Ive havent been skiing - its never really appealed.Its a programme designed to appeal mainly to 16 to 25 year-olds.I think what appeals to me about his painting is the colours he uses.This mu
305、sic is too old-fashioned to appeal to people any longer.2. vi. (REQUEST) to make a serious or formal request, especially to the public, for money or help:Theyre appealing for clothes and blankets to send to the devastated region.The police are appealing to the public for any information about the mi
306、ssing girl.I tried to appeal to (= ask for support based on) his sense of loyalty, stressing how good the company had been to him.+ to infinitive Church leaders have appealed to the government to halt the war.appealing adj. 1. attractive or interesting:The idea of not having to get up early every mo
307、rning is rather appealing (to me).He had a nice smile and an appealing personality.NOTE: The opposite is unappealing.2. describes someones expression or way of speaking when it makes you want to help or protect them:a little dog with appealing big brown eyesthe way the audience will react 观众们反应的方式，t
308、he audience will react 是定语从句来修饰先行词the way。在定语从句中如果先行词是the way 后面的定语从句可以用that 或者in which 来引导，或者省略。I dont like the way that (in which) you talked with your parents. The way you choose to advertise should depend mainly on your target audience and which kinds of ads reach that particular group best.Self
309、assessment. Multiple Choices1. After retirement, Mr. Wang _ ice skating, which he had always loved but had not had time for.A. appealed to B. took to C. related to D. saw to2. Mum is coming. What present for your birthday? （2005福建卷）A. you expect she has gotB. you expect has she gotC. do you expect s
310、he has gotD. do you expect has she got3. When help, one often says “Thank you.” or “Its kind of you.”A. offeringB. to offerC. to be offeredD. offered4. Wed like you to start work tomorrow if possible.Im sorry, but I cant possibly start until Monday. _? (2005辽宁卷)A. Will that be all rightB. Is that a
311、good ideaC. Do you think Im rightD. Do you agree with me5. The way he did it was different _ we were used to .(2005江西卷)A. in whichB. in what C. from what D. from which 6. I have lost one of my gloves. I it somewhere. (2005北京春季卷) A. must drop B. must have dropped C. must be dropping D. must have been
312、 dropped7. -Why didnt you give me a ring? (2003 陕西)-Well, I meant _ , but later I forgot.A. to telephone B. telephoning C. having telephoned D. telephoned 8. Rather than _ on a crowded bus, he always prefers _ a bicycle. A. ride; ride B. riding; ride C. ride; to ride D. to ride; riding9. Can you tel
313、l me _ tomorrow? A. whats the weather going to be like B. what the weather is going to be like C. how the weather is going to be like D. how is the weather going to be like10. He asked _ for the violin. (NMET.92)A. did I pay how much B. I paid how much C. how much did I pay D. how much I paid 11. Yo
314、u cant imagine _ when they received these nice Christmas presents. (上海.94.)A. they were how excited B. how they were excited C. how excited were they D. how excited they were12.When first _ to the market, these products enjoyed great success.A. introducing B. introduced C. introduce D. being introdu
315、ced13. These days, Jack, a recent graduate from Nanjing University, is always considering being interviewed by that company and_ a job there.A. gets B. being got C. getting D. get14. The students _ Mr. Yang _ the best one in teaching.A. consider; as B. consider; being C. considers; / D. considering;
316、 to be15. Most businessmen are more interested in the _ success of their products than their educational values.A. cultural B. commercial C. classical D. criminal. Fill in the blanks with proper forms of the words given:develop; interesting; use; vary; consider; follow; day; design; advertise; decid
317、eWith the _1_of modern society, _2_are playing a more and more important role in our _3_ life. So it is very important and necessary for an ad campaign to be launched to reach a particular audience, _4_ various advertising media. Since the beginning of the 21st century, we have found more and more a
318、dvertisements on billboards, television, the Internet, the radio and in newspapers, magazines, etc. They are well _5_and in _6_ forms. However, such three things as _7_must be taken into_8_:1. Your target audience. Some research should be done to make a _9_who is the audience for your ad campaign. A
319、nd have what the audience already thinks in mind. 2. Contents of your ad campaign. Having decided who your target audience is, you are to determine what you want the audience to know or think about. Remember to attract the way the audience will react. You are to know what the target audience already
320、 know about the issue, what of the issue they will centre on, whether any history behind the issue will _10_them and how the issue will affect their life.3. Way to reach your audience. You must determine what approach you are to use and which kinds of ads reach that particular group best to get your
321、 message across.III. Writing 某报社在中学生中开展了对当今广告的大讨论，请根据以下的提示，谈谈你对当今广告的认识及对做好广告所采取的措施。（1）广告业是社会发展的产物，进入21世纪， 广告形式丰富多彩。如: 广告牌,英特网,广播，电视，报刊杂志等。（2） 许多好的广告在为厂家提高产品的销售，降低产品的价格和指导人们消费，提高生活质量上起着积极的作用。（3） 有些广告粗制滥造，言过其实，欺骗消费者，甚至对青少年的身心健康产生不良影响。 (4) 采取措施,制定相关广告法,建立机构监督广告制作。Keys:I. 1-5 B C D A C 6-10 B A C B D 11
322、-15 D B C A BII: 1.development 2.advertisements 3.daily 4.using 5.designed 6.various 7.follows 8.consideration 9.decision 10.interestIII. One possible version:Advertising is the result of the development of society. Since the beginning of the 21st century, we have found more and more advertisements
323、on billboards, television, the Internet, the radio and in newspapers and magazines. They appear in colorful design and in various forms.Theres no doubt that many good advertisements play an active role in the modern world. They help to promote sales, reduce the cost of products, offer advice on cons
324、umption and even help to improve our life. But at the same time, we have to admit that some advertisements are poorly made. The made-up information gets the consumers cheated. Whats worse, some unhealthy advertisements have a bad effect on the young generation.In my opinion, we should found a special organization to watch out for advertisement-making. We can do even further to have more advertisement law passed.