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1、人们每天都会接触到形形色色的广告，然而最普遍、最简单的就是分类广告 了。下面让我们一起了解一下此类广告吧！ Advertising Advertising is only part of the total sales effort，but it is the part that attracts the most attention.This is natural enough because advertising is designed for just that purpose. The simplest kind of advertising is the classified ad
2、.Every day the newspapers carry a few pages of these ads; in the large Sunday editions there may be several sections of them.A classified ad is usually only a few lines long.It is really a notice or an announcement that something is available. Newspapers also carry a large amount of display advertis
3、ing.Newspapers generally reach an audience only in a limited area.To bring their message to a larger audience， many who want to put out their ads use national magazines.Many of the techniques of modern advertising were developed in magazine ads.The use of bright colors，attractive pictures，and short
4、messages is all characteristics of magazine ads.The most important purpose is to catch the eye.The message itself is usually short，often no more than a slogan which the public identifies with the product. The same techniques have been carried over into television advertising.Voices and music have be
5、en added to colors and pictures to catch the ear as well as the eye.Television ads are repeated over and over again so that the audience sees and hears them many times.Commercial television has mixed entertainment and advertising. 阅读障碍词 1classify v 分类 2section n. 部分 3characteristic adj. 特色 4identify
6、 v. 确认，识别 5commercial adj. 商业的 6entertainment n. 娱乐 诱思导读 根据短文内容，回答下列问题 1What is advertising designed for? Attracting the most attention. 2According to newspaper ads，whats the advantage of television ads? Voices and music have been added to colors and pictures. Section Reading ()(Welcome to the unit
7、& Reading) .匹配下列单词的词性及汉语意思 ( )1.innocent Avt.& vi.欺骗；作弊 n骗子；欺诈行为 ( )2.cure Badj.清白的，无罪的；无恶意的； 纯真的 ( )3.cheat Cvt.治愈；解决 n药物，疗法； 对策 ( )4.mental Dvt.& vi.以为目标；瞄准 n目 的，目标 ( )5.aim Eadj.心理的；思想的，精神的； 智力的 ( )6.consult Fn.座右铭；格言，箴言 ( )7.nationwide Gvt.咨询；请教 ( )8.motto Hn.杂货店 ( )9.grocery Iadj.&adv.全国范围的(地)，
8、全国 性的(地) ( )prehension Jn.理解力，领悟能力；理解练习 答案 15 BCAED 610 GIFHJ .选择下列句中词组的汉语意思 A旨在，目的是 B应付 C意识到 D欺骗 ； 捉弄 E受的骗， 上的当 ( )1.His work experience equipped him to deal with all kinds of people. ( )2.We must be aware of the importance of confidence. ( )3.We were hoping to keep the party a secretit was meant t
9、o be a surprise for Jane. ( )4.If you tell him that itll make him earn a lot of money，hes bound to fall for the idea. ( )5.Do you like being played tricks on in public? 答案 15 BCAED Advertisements(广告) Nowadays, we can find advertisements almost wherever we go. We are so used to them that we often do
10、not even realize how many we see and hear in a day. I did some research on advertisements, and have some very important information to share with you. What is an advertisement? An advertisement uses words and pictures to persuade(说 服 ) people to buy a product or service, or to believe in an idea.New
11、spapers, magazines, the Internet, radio and television are the most common places to find them. There are two main types of advertisementscommercial advertisements and public service advertisements (PSAs). A commercial advertisement is one which someone has paid for to advertise a product or service
12、. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem that affects public welfare(福利). 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？ 广告利用语言和图画来说服人们购买某种产品或服务或者相信某种理念。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
13、类商 业广告和公益广告。商业广告是人们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。 助读讲解 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.是固定句式，that 引导结果状语从句。定语 从句 which someone has paid for.修饰 one。 定语从句 that affects public welfare 修 饰 problem。 Does an advertisement tell people the c
14、omplete truth? There are laws to protect people from advertisements that cheat people. However, we still must be aware of the skilful(有技巧的) methods used in ads to try and sell us things. Even if(虽然) an ad does not lie， it does not mean it is altogether innocent. One toothpaste ad declares， BrightTee
15、th fights bad breath(口 臭)！This statement tries to fool you into assuming that the toothpaste cures bad breath, yet it does not say that! All it says is that it fights it, and that is not the same thing at all. One grocery tells customers, You are proud of your cooking, so shouldnt you buy the very f
16、reshest food？ This ad is very clever, because it tells customers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel pleased with the nice comment(评论)，remember the words freshest food ，and make a mental
17、connection with the food in the grocery. We must not fall for this kind of trick！ 广告会百分之百地讲真话吗？ 有相关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！”这种表述试图愚弄你，让你认为这种牙膏能够治愈口臭，然而这则广告 却没那样说！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
18、，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，看到其中的好评，你会感觉非常满意，记住“最新鲜的 食品”这几个词，并在心理上将其与该店里的食品联系起来。我们决不能上此类 小把戏的当！ 助读讲解 that cheat people是that引导的定语从句， 修饰advertisements。 过去分词短语 used in ads to try and sell us things 作后置定语， 修饰 methods。 Even if an ad does
19、not lie 是 even if 引导的让步状语从句。 Public service advertisements Not all ads play tricks on us though. PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public.PSAs aim to teach us and help us lead better lives. Our government understands this
20、and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign(运动) in 1996，and since then 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 drugs(毒 品 ) and
21、 Knowledge changes life. These ads deal with widespread social concerns. There are also PSAs that encourage people to support public service projects， such as Project Hope.Its motto is Project Hopeeducating every child. There are even PSAs to teach us how to live healthy lives. One of these is, When
22、 you smoke cigarettes(香烟)，you are slowly killing yourself. All of these ads are meant to benefit(使受益) the public, and you can often learn a lot by following the advice they give. Finally, I wish to tell you this: think about why you should do the things the ad suggests，or buy the product or service
23、the ad promotes(推动)When it comes to advertisements，we must all use our intelligence(才智) and not be a slave(奴隶) to them！ 公益广告 但并非所有的广告都跟我们玩花招。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。公益广告力 求教育我们并为改善我们的生活提供帮助。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
24、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广泛的社会关心的事。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” 。 所有这些广告都旨在使大众受益， 遵循这些广告上的建议， 你往往会学到很多东西。 最后，我想对大家说的是：要思考你为什么要做广告上建议的事情，或者购 买广告上推销的产品或服务。谈及广告，我们都必须运用自己的智慧，不要做广 告的奴隶。 助读讲解 not 与 all，bo
25、th，everything 等连用，表示部分否定。定语从 句 that encourage people to support public service projects 修饰 PSAs。when it comes to.“当涉及，当谈到” ，是固定句式。 第一步 速读了解文章主题和段落大意 速读 P23教材课文，回答下面的问题。 1 The author wrote this article in order to help us get a comprehensive understanding of advertisements 2According to the text，the
26、two main types of advertisements are commercial advertisements and PSAs 第二步 细读把控文章关键信息 细读 P23教材课文，选择最佳答案。 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 something beneficial to them.
27、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. 3What is NOT the difference between a commercial advertisement an
28、d a PSA? AA commercial advertisement is one which someone has paid for while a PSA is often for free. BA commercial advertisement promotes a product or service while a PSA is intended to educate people about issues which affect public welfare. CA commercial advertisement aims to gain benefit from th
29、e receivers while a PSA aims to educate people. DA 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 words B be educated about techniques used by advertisers and not blindly acc
30、ept everything that is said in advertisements Caccept everything that is said in advertisements Dbargain with the shopkeepers 5Why should we follow the advice in PSAs? ABecause they use attractive pictures and clever language. BBecause they educate us to make an effective decision. CBecause they hav
31、e definite aims. D Because they are meant to be helpful， and by following the advice in PSAs， we can often learn a lot. 答案 15 BCDBD 第三步 研读能力升华 接轨高考 根据 P23教材课文， 在空白处填入 1 个适当的单词或括号内单词的正确形式。 Advertisements， which often use words and pictures to persuade people 1.to buy(buy)a product or service，or to be
32、lieve 2.in an idea，play an important part in our lives.There are two main 3.types(type)of advertisements.One type 4.is called(call)commercial advertisements， 5.which are meant to promote a product or service.But they dont tell customers the complete 6.truth(true).7.The other type is called PSAs.They use attractive pictures and clever language，8.but they are made to serve the public.They aim to teach us and help us lead 9.better(good)lives.Our government 10.has been using(use)them to educate people for many years.