1、附件I. 课文注释与疑难解析1. It appeals to peoples desire to “fit in” and be part of the group. 它迎合了人们要“合群”，成为团体一部分的愿望。1) 句中词组appeal to意为 “投合（兴趣或心意）”，其后可接名词、代词作宾语，也可接动词不定式作宾语补足语，意为“希望怎样做”。例如：This book doesnt appeal to children.这本书不适合儿童。Creative work appeals to me wonderfully.创造性的工作很适合我。I appeal to you to say wh
2、ether I am not right.我希望你说出我是对还是错。2) 句中词组fit in意为“放进去，适合，给安排时间”，相当于be suitable for,可用作不及物动词词组，作为及物动词时后常接名词、代词作宾语。例如：Can you manage to fit this small table in somewhere?你能设法把这张小桌放到某个地方去吗？That picture is so modern that it doesnt fit in here. 那张照片太现代了,不适合这儿。The doctor cant fit in any more visits this w
3、eek. 本周这位医生没时间再接待来访病人了。3） 句中词组part of，意为“的一部分”。例如：He walked part of the way home with me.他和我一起走了一段路回家。A sense of humor is part of a healthy personality. 幽默感是健康性格的一部分。The individual is only a part of the social whole. 个人只是社会整体的一部分。2. When it comes to advertising, consumers need to be educated about t
4、echniques used by advertisers so they can judge the claims for themselves and not blindly accept everything that is said in advertisements.当谈到广告时,消费者需要了解广告者所用的技巧这样他们可以自己作出判断，而不是盲目接受广告中所说的一切。1) 句中词组 come to 意为“谈到，涉及”；“恢复知觉”；“实际意思是”；“共计”；when it comes to 意为“当谈到的时候”。例如：When it comes to English, Im very
5、 proud of myself. 当谈到英语的时候，我对自己很自豪。If it comes to building, Smiths are the firms you should consult. 如果谈到建筑，史密斯公司是你应咨询的。She is unconscious now, but may come to herself soon. 她现在无知觉，但很快就会苏醒的。What you say comes to this. 你说的一切实际就是这个。2) need to be done 相当于need doing, 意为“需要被做”，类似的动词还有want, require等。例如：Th
6、e houses dont need repairing at present. 那些房子现在不需要翻修。The flowers require watering in a short while.过一会给这些花浇点水。3. A consumer can complain to the organization, giving reasons for their complaint, and if the complaint is correct, the organization can make the company stop using the offending advertisem
7、ent.消费者可以向该机构投诉， 陈述原因，如果情况属实，该机构可以勒令该公司停止使用此广告。全句为并列句，后句中用if引导条件状语从句。前句中现在分词短语giving reasons for their complaint 作伴随状语，表示主语a consumer主动发出的动作，与前面的谓语动词complain同时发生。类似的用法。例如：Walking in the street, he came across an old friend of his. 正在街上走时， 他偶遇一位旧友。The students walked out of the room, singing and laug
8、hing. 学生们有唱有笑地走出了房间。另外，现在分词还可用在句中作原因、结果、方式等状语。例如：Not knowing the word, he took out the dictionary.因为不懂那个词，他拿出了字典。The tree fell down on the road, blocking the way.树倒在路上，堵住了道路。4. Some adverts, like the environmental protection advertisement below, appeal to our conscience or our desire to be worthy ci
9、tizens.一些广告，就像下面的环保广告一样，投合了我们做好公民的意识或愿望。句中形容词worthy意为“有价值的， 值得尊敬的， 值得， 配得上”， 其后可接名词或不定式。例如：She is a worthy winner of the match.她是这场比赛的大赢家。You are not worthy to live in the same apartment with her. 你不值得和她住同一所公寓。He said he was not worthy to be your husband.他说他不配做你丈夫。另外，worthy 还可以构成词组be worthy of sb. /
10、 sth.；be worthy of being done相当于 be worthy to be done. 注意比较与be worth doing 形式的区别, 两者均意为“值得， 配得上”。例如：His behavior is worthy of great praise.他的行为值得很好地表扬。The poor boy is worthy to be helped by us.那可怜的男孩值得我们帮助。This book is well worth reading by all the students here. 这本书很值得所有在座的学生一读。. 语法非谓语动词作宾语补足语不定式和分
11、词都可以作宾补，用法与宾语和宾补的关系以及动词类型有关。1） 宾语和宾补在逻辑上若有被动关系，即构成“动宾关系”，则用过去分词。例如：Hell have his watch repaired.You must make yourself heard.2) 宾语与宾补在逻辑上有主动关系，即构成“主谓关系”，则用现在分词和动词不定式。（1） ask, tell, order, want, wish, expect, teach, invite, advise, force, allow, beg, cause, warn, persuade, request, remind, enable, pe
12、rmit, help, make, let, have等动词后用不定式。例如：I asked him to repeat the question.Let me have your homework now.（2） feel, keep, get, set, leave, find, have, look at, listen to等动词后用现在分词。例如：She felt her heart beating very fast.Keep the fire burning.（3） 有些动词如：feel , hear , notice, see , watch等后面既可以用现在分词作宾语补足语，
13、也可用不带to的不定式来充当。但这两种情况在表达的意义上有所不相同：用现在分词作宾语补足语，强调分词动作在发生和进行之中；用不带to的不定式来充当宾语补足语，则着重说明不定式动作从发生到结束的全过程。因此，说话人可根据需要和可能来确定自己的选择。例如：I saw him crossing the street at six yesterday evening. 昨晚六点我看见他正在过街。I saw him cross the street yesterday.昨天我看见他过街去了。They heard him reading something aloud in the next room.
14、他们听见他在隔壁房间朗读。They heard him read something aloud in the next room for a while. 他们听见他在隔壁房间朗读了一会儿。注意：动词see、watch、notice、hear、listen to、observe、feel、taste、smell、make、let、have等的宾补用动词原形，变被动时要加to,此时的不定式就是主语补足语。例如：He was seen to pass by the house yesterday.They were made to finish the work last night. 文化背景
15、知识10 Steps to Writing Successful Ad Copy1. Define exactly what youre selling before you sit down to create the ad. 2. Know who youre selling to. Keep that person in mind as you write your ad. 3. Come up with a clear statement of the benefits of what youre selling. Features are important, but its the
16、 perceived value that prompts action by the reader. 4. Write as if youre one-on-one with the reader. Think of ads that drew you in. They spoke to you. And they assumed you possessed a certain level of intelligence.5. Stay away from ego statements unless youre skilled enough to be humble or modest or
17、 humorous. Smuckers is an odd name for a line of jams and preserves, but they turned it to their advantage with the famous line, “With a name like Smuckers, its got to be good.”6. Make sure theres a strong connection between your headline and main visual. You want each to amplify the other in order
18、to make a dynamic statement of benefit. Fresh donuts need to be made early in the morning, which is why Dunkin Donuts showed a sleepy guy named Fred crawling out of bed before sunup because it was “Time to make the donuts.”7. Choose your ad environment carefully. Your better mousetrap may not be app
19、reciated in Gourmet magazine.8. Study competitive ads and make sure that yours is different. Work hard to make it stand out.9. Solicit comments. Track results. Change your approach if there seems to be a problem.10. Be certain your product or service lives up to any claims. No matter how brilliantly
20、 conceived and executed your ad is, its satisfied customers and clients who create your best advertising.So, by all means, use the 10 tips above to write as persuasively as you can, but remember that if you attract sales by deceiving your customers you risk not only legal action but poor word of mouth, no repeat business, and more refund requests. So, be as persuasive as you can possibly be, but avoid the temptation to be “too” persuasive.