1、“Advertising is a form of commercial mass communication designed to promote the sale of a product or service,or a message on behalf of an institution,an organization,or a candidate for political office.”Advertising can be looked at from various perspectives.As the quote above states,its purpose is t
2、o increase the number of articles or products sold.These are not only things we can buy in different stores,for example clothing or supplies for our daily life,but also such simple things as a message placed by an institution or organization asking for the attention of the public to raise money or t
3、o make them aware of a problem,such as anti-smoking ads.Even political parties use advertisements and commercials to state the opinion of their candidates.Advertising became big business in the 20th century,offering many different jobs in advertising agencies and the marketing section.The use of the
4、 media,like newspapers,television,the radio,magazines,outdoor signs and of course the Internet makes this growth possible.It is a form of transporting information to the consumer,and it does not only have positive sides.There are many critical aspects about it,like persuading people into doing unhea
5、lthy things or producing special stereotypes everybody tries to follow.However,advertising has become international,since producers and companies try to sell their products on a globalized market in almost every corner of the world.多积词汇commercial adj.商业的,贸易的n.(电台或电视播放的)广告institution n.机构;制度candidate
6、 n.候选人,候补人perspective n.观点,看法critical adj.批评(性)的;极为重要的,关键的stereotype n.模式化的形象globalized adj.全球化的读文清障原文呈现AdvertisementsNowadays,we can find advertisements almost wherever we go.We are so used to them that we often do not even realize how many we see and hear in a day.I did some research onadvertiseme
7、nts,and have some very important information to share with you.advertisement/dv tIsmnt/n.广告;广告宣传wherever we go 是 wherever 引导的地点状语从句。用 wherever 不用 where 是表示强调。so.that.引导结果状语从句。be used to 对习以为常,习惯于,适应,to 是介词。do research on 对进行研究share vt.分享;分担;共有share sth.with/among sb.与某人分享某物Section Welcome to the uni
8、t&Reading Pre-reading读文清障原文呈现What is an advertisement?An advertisement uses words and pictures to persuade people to buy a product or service,or to believe in an idea.Newspapers,magazines,the Internet,radio and television are the most common places to find them.There are two main types of advertisem
9、ents commercial advertisements and public service advertisements(PSAs).A commercial advertisement is one which someone has paid for to advertise a product orpersuade/psweId/vt.说服,劝说;使信服persuade sb.to do sth.说服某人做某事commercial advertisements 商业广告public service advertisements 公益广告 advertise/dvtaIz/vt.&
10、vi.做广告;宣传 读文清障原文呈现定语从句 which someone has paid for.修饰 one。for free 免费be meant to 旨在,目的是welfare/welfe(r)/n.(个体或群体的)幸福、安全和健康;福利service.PSAs are often run for free,and are meant toeducate people about health,safety,or any other problem that affects public welfare.广告现今,无论我们走到哪里,几乎都可以看到广告。我们对广告太习以为常了,甚至常常
11、意识不到一天当中看到和听到多少广告。我对广告做了一些研究,有一些非常重要的信息同大家分享。什么是广告?广告使用文字和图片来说服人们购买某种产品或服务,或者是相信某种理念。报纸、杂志、互联网、广播及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。商业广告是一种某人为了推销某种产品或服务而花钱做的广告。公益广告往往是免费投放的,旨在就健康、安全或其他影响公共福利的问题教育公众。读文清障原文呈现Does an advertisement tell people the complete truth?There are laws to protect people from adverti
12、sements that cheat people.However,we still must be aware of the skilful methods used in ads to try and sell us things.Even if an ad does not lie,it does not mean it is altogether innocent.that cheat people 为 that 引导的定语从句。cheat/tit/vt.&vi.欺骗;作弊 n.骗子;欺诈行为be aware of 意识到skilful/skIlfl/adj.有技巧的;熟练的used
13、in ads 为过去分词短语作后置定语;to try and sell us things 为不定式短语作目的状语。even if/though 虽然,即使altogether adv.“完全,全部”,在句中表示强调。innocent/Insnt/adj.清白的,无罪的;无恶意的;纯真的读文清障原文呈现One toothpaste ad declares,Bright-Teeth fights bad breath21!This statement tries to fool22 you into assuming that the toothpaste cures23bad breath,y
14、et it does not say that!All it says is that it fights it,and that is not the same thing at all24.One grocery25tells customers,You are proud of your cooking,so shouldnt you buy the very freshest food?This ad,you21 bad breath n口臭 breath/bre/n.气息;呼吸22 fool/ful/vt.欺骗;愚弄 n.傻瓜fool sb.into doing sth.欺骗某人做某
15、事23 cure/kj(r)/vt.治愈;解决 n.药物;疗法;对策24 本句中 All 后是省略了关系代词 that的定语从句;第一个 is 后的 that 引导的是表语从句,that 不可以省略。25 grocery/rsrI/n.杂货店读文清障原文呈现26 pleased/plizd/adj.高兴,满意;乐于(做某事)be/feel pleased with.对感到满意27 comment/kment/n.评论,评价 vi.评论,议论comment on/about 对的评论28 mental/mentl/adj.心理的;思想的,精神的;智力的29 fall for 上的当,受的骗30
16、trick/trIk/n.骗局;玩笑,恶作剧;把戏;诀窍 vt.欺骗,欺诈will feel pleased26 with the nice comment27,remember the words freshest food,and make a mental 28connection with the food in the grocery.We must not fall for29 this kind of trick30!广告会百分之百地讲真话吗?有法律保护人们免受虚假广告的欺骗。然而,我们还是要对广告中试图向我们推销东西的有技巧的方法保持清醒的认识。即使一则广告没有撒谎,也并不意味
17、着这则广告就是完全“清白”的。一则牙膏广告宣称:“亮齿牌牙膏挑战口臭!”这一表述试图糊弄你,让你误以为这种牙膏可以治愈口臭,但事实上广告中并没有这样说!广告上只是说“挑战”,它与“治愈”压根儿就是两码事。有一家杂货店,它对顾客如此说道:“您为自己的厨艺感到自豪,难道不应该购买最新鲜的食品吗?”这则广告很聪明,聪明就聪明在其吹捧顾客是烹饪高手。但是,这则广告本身却根本没说本杂货店供应的是最新鲜的食品!这家食品杂货店只是希望当你读到这则广告时,你会很乐于看到其中的恭维,记住“最新鲜的食品”这几个词,在心理上将其与该店里的食品联系起来。我们绝不能轻信这种小把戏而上当啊!读文清障原文呈现Public
18、service advertisementsNot all ads play tricks on us though31.PSAs use some of the same methods,like attractive pictures and clever language,but they are made to serve the public.PSAs aim32 to teach us and help us lead better lives.Our government understands this and has been using PSAs to educate pe
19、ople for many years.China began a nationwide33 public31 though 此处用作副词,意为“然而,不过”,常置于句末。not 和表示整体意义的 all 连用,表示部分否定。32 aim/eIm/vt.&vi.以 为 目标;瞄准 n目的,目标aim to do 打 算 做 某 事;旨在33 nationwide/neInwaId/adj.&adv.全国范围的(地),全国性的(地)worldwide adj.全世界范围内的读文清障原文呈现service advertising campaign34 in 1996,and since then
20、various types of PSAs have appeared around the country.You have probably seen or heard some of them yourself,such as,Yes to life,no to drugs35 and Knowledge changes life.These ads deal with36 widespread social concerns.There are also PSAs that encourage people to support3734 campaign/kmpeIn/n.运动(为了某
21、种目的而进行的一系列有计划的活动)35 drug/dr/n.毒品;药,药物36 deal with 涉及,关于;处理;应付37 encourage sb.to do sth.鼓励某人做某事读文清障原文呈现public service projects,such as Project Hope.Its motto38 is Project Hope educating every child.There are even PSAs to teach us how to live healthy lives39.One of these is,When you smoke cigarettes40
22、,you are slowly killing yourself.All of these ads are meant to benefit41 the public,and you can often learn a lot by following the advice they give42.38 motto/mt/n.座右铭;格言,箴言39 to teach.为不定式短语作 PSAs 的定语,how to.为“疑问词不定式”作 teach 的宾语。40 cigarette/sIret/n.香烟,卷烟41 benefit/benIfIt/vt.&vi.使受益;得益于 n.益处;救济金;奖
23、金 benefit from 从中受益 for the benefit of.为了的利益42 they give 是省略了关系代词 that 或which 的定语从句,修饰 advice。因为关系词在从句中作 give 的宾语,所以可以省略。读文清障原文呈现43 句中 why 引导宾语从句,the ad suggests 为定语从句,修饰things,the ad promotes 为定语 从 句,修 饰 product or service。44 promote/prmt/vt.推广,宣传;促销;促进,推动45 when it comes to.当 涉及,当谈到46 intelligence
24、/IntelId ns/n.智力,才智;情报47 slave/sleIv/n.完全受控制的人;奴隶Finally,I wish to tell you this:43 think about why you should do the things the ad suggests,or buy the product or service the ad promotes44.When it comes to45advertisements,we must all use our intelligence46 and not be a slave47 to them!公益广告 但并非所有的广告都
25、跟我们玩花招。公益广告也使用某些相同的手法,如:引人注目的图片和具有创意的语言,但公益广告的目的是服务大众。公益广告旨在教育我们并帮助我们过上更好的生活。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多种类型的公益广告。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普遍的社会问题。但也有一些公益广告是鼓励人们支持公共服务项目的,如希望工程,其广告词是“希望工程让每个孩子都上学”。甚至还有一些公益广告教导我们如何健康地生活,这类
26、公益广告有一则是“吸烟等于慢性自杀”。所有这些广告都旨在使大众受益,遵循这些广告给出的建议,你往往可以学到很多东西。,最后,我想告诉大家:想想你为什么要做广告建议你做的事情,或者为什么要买广告推销的产品或服务。谈及广告,我们都必须运用自己的智慧,不要做广告的奴隶!Please match the words with their proper meanings.1promote Amake someone agree to do sth.by giving them reasons why they should2CommentBstop someone from being affected
27、 by an illness3cheat Ca written or spoken remark giving an opinion4innocent Dask for information or advice from sb.because it is their job to know sth.5trick Eto help sell a product,service,etc.or make it more popular,for example by advertising 6persuade Fan unfair thing you do to harm someone or ge
28、t an advantage for yourself7cure Gtreat someone dishonestly8consult Hnot guilty of a crime答案:15 ECGHF 68 ABDCan you think about a good slogan for the following advertisements?1 Shoes can fly!So do your dreams!2.Enjoy your music,enjoy your Sony!3Protect water,Protect ourselves.4.Never delete green,Ke
29、ep it forever!.Reading for the main idea.1Skim the text and then we know that there are two main types of advertisements.Theyre 2The author wrote this article in order to _ _.commercia ladvertisements andpublic service advertisements(PSAs)comprehensive/thorough understanding of adshelp us get a.Read
30、ing for the details.()Read the text and decide whether the following statements are true(T)or false(F)1Ads mainly use written words to persuade people to buy a product or service.()2Commercial ads have more effect on society than PSAs.()3Some skilful methods used in commercial ads are hard to recogn
31、ize.()4Not all ads are run free of charge.()5Not all PSAs deal with social concerns.()FFTTT()Choose the best answers according to the text.1What do advertisements encourage people to do?ATo buy something that they dont need.BTo buy a product or service,or to believe in an idea.CTo tell people to do
32、something beneficial to them.DTo cheat people.2What are PSAs meant to do?ATo ask people to help others.BTo make people think they are useful.CTo educate people about health,safety,or any other problem that affects public welfare.DTo tell people not to smoke.3 What is NOT the difference between a com
33、mercial advertisement and a PSA?AA commercial advertisement is one which someone has paid for while a PSA is often for free.B.A commercial advertisement promotes a product or service while a PSA is intended to educate people about issues which affect public welfare.C.A commercial advertisement aims
34、to gain benefit from the receivers while a PSA aims to educate people.D.A commercial advertisement appears almost everywhere while a PSA only appears on TV.4If a consumer doesnt want to buy a false product,he needs to _.Abelieve in the shopkeepers wordsBbe educated about techniques used by advertise
35、rs and not blindly accept everything that is said in advertisementsCaccept everything that is said in advertisementsDbargain with the shopkeepers5Why should we follow the advice in PSAs?ABecause they use attractive pictures and clever language.BBecause they educate us to make an effective decision.C
36、Because they have definite aims.DBecause they are meant to be helpful,and by following the advice in PSAs,we can often learn a lot.答案:15 BCDBD()Fill in each blank with only one word according to the text.AdvertisementsDefinition An advertisement uses words and pictures to 1._ people to buy a product
37、 or service,or to believe in an idea.Two main 2_of ads3._ads They are 4.for to advertise a product or service.PublicserviceadsThey are often run free of 5.,and are meant to educate people about health,safety,or any other problem that has an 6.on public welfare.They dont play 7.on people.They 8.at te
38、aching and benefiting people,helping us lead better lives.Warnings Be 9.of the skilful methods used in ads to try and sell us things.10.falling for the tricks some advertisements play.persuade/convincepaidCommercialchargeeffecttricksaimawareAvoidtypes/kinds.Analyzing the difficult sentences.1We are
39、so used to them that we often do not even realize how many we see and hear in a day.句式分析尝试翻译 我们对广告太习以为常了,甚至常常意识不到一天当中能看到和听到多少广告。2The grocery just hopes that when you read the ad,you will feel pleased with the nice comment,remember the wordsfreshest food,and make a mental connection with the food in
40、the grocery.句式分析 尝试翻译 这家食品杂货店只是希望当你读到这则广告时,你会很乐于看到其中的恭维,记住“最新鲜的食品”你会很乐于这几个词,在心理上将其与该店里的食品联系起来。3Finally,I wish to tell you this:think about why you should do the things the ad suggests,or buy the product or service the ad promotes.句式分析尝试翻译 最后,我想告诉大家:想想你为什么要做广告建议你做的事情,或者为什么要买广告推销的产品或服务。.Reading for im
41、provement.There are two main types of advertisements _advertisements and service advertisements.The former is one which someone has for to advertise a product or service.Although we have laws to us from ads that cheat people,we still must be of the skilful methods used in ads to try and sell us thin
42、gs.Even if an ad does not lie,it does not mean it is altogether innocent.We must not _ for this kind of trick!The latter is one that they arecommercialpublicpaidprotectawarefallplaced for free and meant to _ people to believe in an idea which affects public welfare.PSAs deal with large social problems and are made to the public.They also teach us how to live better lives.Although not all ads play _on us,we must all use our and not be a slave to them.servetricksintelligenceeducate