1、Section_Lesson 2 & Lesson 3 Prereading 原文呈现The classic advertisement is onethat gives information about finding certain products. It is likely to be just the name of a company, part of which may be a general location. For example, it could be “Shanghai Sewing Machine”， or “Tsing Tao BeerCorporation”
2、， and you would know what the companies sell, where they are located, and the brand names.However, this kind of advertising might not be suitable when there are products and services in direct competition with each other in the market place. In such situations, advertisements need to attract, and ho
3、ld the attention of the public. Some advertisements consist of pictures or the words of experts to show people how good the products are. Others try to create advertisements that people simply enjoy looking at. As presentday advertisers often have large budgets， a lot of money is spent on applying m
4、odern techniques of design to make these advertisements as visually attractive as possible.读文清障classic/klsIk/adj.传统的；经典的one指代同名(类)异物，即an advertisement。certain adj.某种，某些likely adj.可能的，有希望的Sb./Sth. be likely to do sth.某人/某物有可能做某事“名词介词which”引导的定语从句。sewing/sI/n.缝纫，缝制品sew/s/vt.缝，缝制beer/bI/n.啤酒corporation
5、/kpreIn/n.公司brand/brnd/n.商标，牌子suitable/sutbl/adj.合适的in competition with .与竞争compete with与竞争attract the attention of sb.吸引某人的注意力hold the attention of sb.保持某人的注意力consist of由组成make up组成be made up of由组成as 引导原因状语从句。advertiser/dvtaIz/n.广告人advertise/dvtaIz/vt.为做广告，登广告advertisement n广告budget/bdIt/n.预算apply
6、v申请，应用apply for申请apply to应用于，适用visually/vIli/adv.外表上；视觉地句中to make . possible为动词不定式短语作目的状语。第12段译文传统的广告只为找到某种产品提供信息。它很可能仅是一个公司的名称，其中可能含有公司的大概位置。例如，一则广告可能是“上海缝纫机厂”或“青岛啤酒厂”，你一看就知道它们卖什么，位置在哪里，是什么牌子。然而，当产品和服务在市场上互相进行直接竞争时，这种广告可能就不适合了。在这种形势下，广告需要吸引和保持公众的注意力。有些广告中含有一些图片或专家说的话，以向人们展示该产品如何好。还有一些广告的设计只是让人们欣赏其画
7、面。当今的广告商常常拥有大量的预算，所以他们把许多钱用在现代设计技术上，以使这些广告在视觉上尽可能地吸引人。However, even this is often not enough to be noticed in a modern city. Because of the advertising boom， people are used to seeing high standards of visual design. Modern advertisements must stand out in a world full of competition by combining th
8、e highest standards of design with ideas linked to the products to make them more attractive. For example, some advertisements may suggest that buying a car can make you free. That is， they use the concept of freedom to sell the car. Other common ideas include happiness, wealth and success. In fact,
9、 in the world of advertisements, such content is as old as advertising itself.For many of todays advertisers, repeating old ideas is not a successful approach. They realise that it does not matter how attractive the idea linked with the product is most people know that the main purpose of the advert
10、isement is making customers spend money. Instead, these advertisers look for other ways to make people notice their products. The top advertisers of today believe that using humour as well as new and unusual ideas to surprise people is important in modern advertisements. Their aim is to create somet
11、hing that has never been seen before and is fascinating for people to look at. By doing this, they hope to make people forget that someone is trying to sell them something！enough to do sth.足以做某事because of “因为”，后接名词、代词等。boom/bum/n.迅速增长be used to习惯于visual/vIl/adj.视觉的，视力的stand out突出，显眼stand for代表combin
12、e v使结合，联合combine . with .把和相结合be linked to和连接或联系link . with .将与连接在一起link up相连接；相联系过去分词短语linked to the products作后置定语，修饰ideas；动词不定式短语to make them more attractive作目的状语。suggest v暗示当suggest表示“建议”时，其后名词性从句应使用虚拟语气；而当suggest表示“暗示，表明”时，其后从句应使用陈述语气。动名词短语buying a car作主语。that is (that is to say)常作插入语，表示“也就是说”。c
13、oncept/knsept/n.概念；观念动名词短语repeating old ideas作主语。approach/prt/n.方法，方式(常与介词to搭配)that引导的从句作realise的宾语。it是形式主语，真正的主语是后面的how attractive . the product is。humour/hjum/n.幽默humorous adj.幽默的as well as既又，也A as well as B强调Anot only A but also B强调B动词不定式短语to create . look at作表语。其中that has never . look at是定语从句，修饰
14、something。try to do sth.设法/努力做某事try doing sth.尝试做某事第34段译文然而即使这样，也经常不足以在现代城市中引起关注。由于广告业的繁荣，人们已习惯于看到高水准的视觉设计。现代广告必须把最高水平的设计和产品理念相结合，以增强吸引力，这样才能在激烈的竞争中胜出。例如，有些广告示意买车会使你自由。其实，他们是在用自由的理念来卖车。其他常见的理念包括幸福、财富和成功。事实上，就广告界而言，这些内容和广告本身一样陈旧。对当今众多的广告商来说，重复旧的理念已不是有效的办法。他们意识到，与产品相关联的理念多么吸引人并不重要多数人知道广告的主要目的就是让消费者花钱。
15、相反，这些广告商寻找其他方式来使人们关注他们的产品。当今的顶级广告商认为。在现代广告中运用既出其不意、新颖独特又幽默的创意很重要。他们的目的是要创造一种人们以前没有见过的、赏心悦目的东西。他们希望这样做会使人们忘记有人正在向他们推销商品！However, not alladvertising is about selling products and services for a profit. Some contemporary advertisements mainly aim to make contributions to society. There are public adver
16、tisements which encourage citizens to participate in improving their neighbourhood, protecting the environment, and helping other people. Over the last decade, the government has worked hard at using advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smo
17、king, etc. These advertisements have helped to increase public knowledge, which has made our society a better place for everyone.not all .为部分否定，意为“并非所有的都”。完全否定常用none, no one, nobody, nothing等。advertising/dvtaIzI/n.广告活动；广告业contemporary/kntemprri/adj.当代的aim v瞄准；力求达到；目的是aim to do sth.意欲做某事contribution/
18、kntrIbjun/n.贡献，捐助make contributions to对做出贡献citizen/sItIzn/n.公民；市民第5段译文然而，并非所有的广告都是为了赢利而推销商品和服务。一些当代广告的主要目的是为社会做贡献。还有一些公益广告，它们鼓励公民参与改善社区、保护环境和帮助他人的活动。在过去的10年中，政府努力用公益广告教育公众防范艾滋病、节约用水、扶贫、戒烟等。这些公益广告有助于增加公众知识，使我们的社会对每个人来说更加美好。PrereadingPlease match the words with their proper meanings.1blameA雇用2attempt
19、B鼓励3attitude C租用，雇用4pretend D为辩解；保卫5hire E态度，看法6approach F尊敬；尊重7analyse G争论；理由8employ H责怪，归咎于9contribution I合适的10defend J假装11argument K分析12encouragement L尝试，试图13respect M方法，方式14advertise N贡献，捐助15suitable O为做广告，登广告15_610_1115_答案：15HLEJC610MKAND1115GBFOILeadin1What do you know about the paparazzi?参考答案
20、：The_paparazzi_are_also_called_“puppy_team”_in_Chinese._It_refers_to_those_journalists_who_are_hunting_the_news_of_celebrities._They_like_to_take_photographs_of_famous_peoples_private_lives.2Can you think of some advertisements you have seen?Where can you see or hear advertisements?参考答案：on TVin the
21、newspaperon the Internet on the radioin the street at bus/train/subway stationon the bus in the magazineon the board, etc.WhilereadingFastreadingRead the text and then match the topics with each paragraph.(1)Paragraph 1AThe combination of design and new ideas.(2)Paragraph 2 BThe new and general need
22、 of modern ads.(3)Paragraph 3 CAbout classic ads.(4)Paragraph 4 DThe reason of making people forget the existence of ads.(5)Paragraph 5 EAbout the public ads.(1)(5)_答案：(1)(5)CBADECarefulreadingChoose the best answers according to the text.1According to the writer, advertisements like“Shanghai Sewing
23、 Machine” or “Tsing Tao Beer Corporation” are _.AattractiveBsuitableCcompetitive Dclassic2Nowadays, advertisements with _ are more attractive to people.Ahigh standards of designBideas linked to the productsChigh standards of design and ideas linked to the productsDconcepts of freedom, happiness, wea
24、lth and success3The top advertisers use humour as well as new and unusual ideas _.Ato create something newBto persuade people to buy their productsCto make people notice their productsDall of the above4Public advertisements are made to encourage people to _.Amake contributions to societyBprotect the
25、 environmentCimprove their neighborhoodDhelp other people5Whats the main idea of the text?AHow to make an attractive advertisement.BHow to sell products with advertisements.CWhat a good advertisement is like.DNot all advertisements aim to make a profit.答案：15DCDABStudyreadingAnalyze the following dif
26、ficult sentences in the text.1For example, it could be“Shanghai Sewing Machine” or “Tsing Tao Beer Corporation”， and you would know what the companies sell, where they are located, and the brand names.句式分析本句是由and连接的两个并列句。在后一个分句中，又包含着what引导的宾语从句和where引导的宾语从句。尝试翻译例如，一则广告可能是“上海缝纫机厂”或“青岛啤酒厂”，你一看就知道它们卖什么
27、，位置在哪里，是什么牌子。2As presentday advertisers often have large budgets, a lot of money is spent on applying modern techniques of design to make these advertisements as visually attractive as possible.句式分析尝试翻译当今的广告商常常拥有大量的预算，所以他们把许多钱用在现代设计技术上，以使这些广告在视觉上尽可能地吸引人。.阅读理解AThe appeal of advertising to buying moti
28、ves can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to peoples desire for better fuel economy for their cars by advertising automotive products that improve
29、 gasoline mileage. Some of the products work. Others are worthless and a waste of consumers money.Sometimes advertising is intentionally misleading. A few years ago, a brand of bread was offered to dieters with the message that there were fewer calories in every slice. It turned out that the bread w
30、as not dietetic, but just regular bread. There were fewer calories because it was sliced very thin, but there was the same number of calories in every loaf.On the positive side, emotional appeals may respond to a consumers real concerns. Consider fire insurance. Fire insurance may be sold by appeali
31、ng to fear of loss. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in
32、 the ads, they will benefit from the advertising.Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it? Advertising is intended to appeal to consumers. But it does not force them to buy the product. Consumers still control the fin
33、al buying decision.语篇解读：广告的吸引力有积极影响也有消极影响，但买不买商品最终决定权在消费者手中。1Advertising can persuade the consumer to buy worthless products by _.Astressing their high qualityBconvincing him of their low priceCmaintaining a balance between quality and priceDappealing to his buying motives解析：选D推理判断题。从第一段看出，广告能说服人购买没
34、有价值的产品就是因为它能投其所好，抓住消费者的购买心理。故选D。2The reason why the bread advertisement is misleading is that _.Athin slices of bread could contain more caloriesBthe loaf was cut into regular slicesCthe bread was not genuine breadDthe total number of calories in the loaf remained the same解析：选D细节理解题。文章第二段举了一个消费者被误导的
35、例子。由本段最后一句可知，面包广告的误导性在于整条面包的热量总数并未减少。3It can be inferred from the text that a smart consumer should _.Athink carefully about the benefits described in the advertisementsBguard against the deceiving nature of advertisementsCbe familiar with various advertising strategiesDavoid buying products that ha
36、ve strong emotional appeal解析：选A推理判断题。广告的目的是吸引消费者，但不能强迫消费者购买，最终的选择权还是在消费者手里。故选A。4The text is mainly about _.Ahow to make a wise buying decisionBways to protect the interests of the consumerCthe positive and negative aspects of advertisingDthe function of advertisements in promoting sales解析：选C主旨大意题。文章
37、的主旨就在开头处“The appeal of advertising to buying motives can have both negative and positive effects.”故选C。BLondon The Edinburgh Festival, the biggest arts festival of its kind in the world, got under way in the Scotland capital on Sunday with a concert that included Hector Berliozs “To Deum”， under the
38、direction of Christoph von Dohnanyi.The festival, which runs until August 31 this year, includes as its high points Peter Steins staging of Wagners “Parsifal”， with Claudio Abbado directing the Gustav Mahler youth orchestra (管弦乐队). The concert programme includes American pianist Richard Goode，bass b
39、aritone Thomas Quash off and violinist Christian Tetzlaff. New to the programmers this year will be 25 late evening classical music concerts.Earlier this month, the Edinburgh Fringe Festival, the largest showcase in the world for performance art, officially got under way with theatre, dance, poetry
40、and music presentations (演出)Many of the fringe artists, who can enter the fringe festival upon payment of a small fee, were inspired this year by the events of September 11.Thousands of people flock to Edinburgh from around the world during the festival, which is over 50 years old. It aims to promot
41、e (促进) and encourage arts and to reflect international culture. It comprises (consists of) various dance, music, opera, and theatre presentations taking place across the city during the threeweek run.语篇解读：本文为来自London的报道。报道了The Edinburgh Festival在the Scotland capital开幕，并介绍了本次节日的盛况、目的和意义。5When did the
42、 Edinburgh Festival begin?AAugust 10.BAugust 15.CAugust 31. DSeptember 11.解析：选A推理判断题。从第二段第一句“The festival, which runs until August 31 this year”及文章最后 一句“during the threeweek run”可推知此题答案为A。6What did the Edinburgh Festival never have before?AYouth orchestras performances.BPoetry and music presentation
43、s.CLate evening classical music concerts.DAmerican pianists and violinists.解析：选C细节理解题。从第二段最后一句“New to the programmers this year will be 25 late evening classical music concerts.”可知此题答案为C。7The Edinburgh Festival _.Ais the only festival of its kind in the worldBhas lasted over 50 yearsCbegan with a co
44、ncert directed by Richard GoodeDis actually a dance festival解析：选B细节理解题。根据文章最后一段的第一句“. the festival, which is over 50 years old.”可知此题答案为B。8The Scottish people hold the Edinburgh Festival _.Ato attract people across the world to their cityBto show their fringe arts onlyCto attract famous artists to th
45、eir cityDto promote and encourage art development解析：选D细节理解题。根据文章最后一段第二句“It aims to promote (促进) and encourage arts and to reflect international culture.”可知此题答案为D。CThe other day, I read a news report that an athlete consumed steroids (类固醇) in order to perform better at a sports event. I was really su
46、rprised. To be honest, I really loved that athlete before the news report. But after I learned he consumed steroids, I no longer liked him.Athletes that are in sports should not be allowed to consume steroids. Or if they are consuming steroids they should not be allowed to play sports. When athletes
47、 use steroids, they have the advantage of many things. For example, they have the advantage of doing better when doing their plays or when they are against their opponents (对手). Lets say that two athletes are competing, one does consume steroids and the other doesnt, who will win? It will more than
48、likely be the athlete consuming steroids. This would be because steroids make people stronger and more energetic.Steroid use should be avoided not only because it gives disadvantage to other athletes but also because it destroys the human body. Consuming steroids does not greatly change your body im
49、mediately. It does make you look built and strong, but its damages to your body will appear gradually.In my opinion, steroids are not a good thing when it comes to sports. Steroids will not only be a disadvantage to those athletes who do not consume them but they will also have longterm negative eff
50、ects on the human body. If an athlete was consuming steroids and had a great performance and later on the news found out that he was consuming steroids, it could affect the athletes career. Most of the fans will think that the athlete has a bad reputation and the athlete can even get kicked off the
51、team.语篇解读：本文为议论文。作者认为运动员不应该服用类固醇，因为这不但对别的运动员不公平，对服用者本人也有害。9What surprised the author?AThe athlete consumed steroids.BPeople stopped liking that athlete.CThe news report lied about the athlete.DThe athlete performed better than before.解析：选A细节理解题。由第一段“. I read a news report that an athlete consumed st
52、eroids (类固醇) in order to perform better at a sports event. I was really surprised.”可知，是那位运动员服用类固醇这件事让作者很惊讶。10According to the text, if an athlete consumes steroids, _.Ahe may look very strangeBit is unfair to his opponentsChe may perform worse than beforeDit is harmful to him in the short run解析：选B推理
53、判断题。由第二段所举的例子可知，运动员服用类固醇后更易取胜，因为类固醇会让人更强壮、精力更充沛。因此这对他的对手而言是不公平的。11In the authors opinion, steroid use _.Aisnt always a bad thingBis popular among athletesCis supported by some fansDmay destroy the athletes career解析：选D细节理解题。由最后一段“. later on the news found out that he was consuming steroids, it could
54、affect the athletes career.”可知应选D。12What is the text mainly about?AWhy some athletes consume steroids.BWhy athletes should not consume steroids.CWhy steroids are harmful to the human body.DWhy some athletes perform better than others.解析：选B主旨大意题。由文章内容可知，本文主要是围绕为什么运动员不应该服用类固醇展开的。.阅读七选五Its normal to wa
55、ke briefly during the night. _1_ But if youre waking up during the night and having trouble falling back asleep, the following tips may help.Stay out of your head. The key to getting back to sleep is continuing to prepare your body for sleep, so remain in bed in a relaxed position. Hard as it may be
56、, try not to stress over the fact that youre awake, because that very stress and anxiety encourage your body to stay awake. _2_3_ If you are finding it hard to fall back asleep, try a relaxation technique such as visualization (想象), or deep breathing, which can be done without even getting out of be
57、d. Remind yourself that although theyre not a replacement for sleep, rest and relaxation still help refresh your body.Do a quiet, nonstimulating activity. If youve been awake for more than 15 minutes, try getting out of bed and doing a quiet, nonstimulating activity, such as reading a book. Keep the
58、 lights dim so as not to think that its time to wake up. _4_ A light snack might relax you, but be careful not to eat so much that your body begins to expect a meal at that time of the day._5_ If you wake during the night feeling anxious about something, make a brief note of it on paper and delay wo
59、rrying about it until the next day when you are fresh and it will be easier to resolve.AMake relaxation your goal, not sleep.BPut off worries and troubles.CUse a flashlight to go to the bathroom at night.DIn fact, a good sleeper wont even remember it.EAlso avoid screens of any kind computers, TVs, cellphones, iPads.FYoull be much more productive and creative after a good nights rest.GA good way to stay out of your head is to focus on the feeling in your body.答案：15DGAEB
