牛津英語(yǔ)模塊四unit1Reading

1、Unit 1 Advertising,Reading,Advertisements,Do you like advertisements? Where can we find them? 2. Do you think advertisement play an important role in our lives? Why or why not? 3. How many types of advertisement do you know? What are they? Show some example,Lead-in,Advertisements,Quick look,Take a q

2、uick look at the title and the subtitles (小標(biāo)題). What do you think might be discussed in the article,Fast-reading,1. What do ads try to persuade people to do,To buy a product or service, or to believe in an idea,2. What does PSA stand for,Public service advertisement,3. What do PSAs aim to do,They ai

3、m to teach us and help us lead better lives,Introduction of subject Supporting details Conclusion,Reading strategy: reading expository writing,structure,Para 1,Para 2-5,Para 6,The same structure exists in each part,Supporting detail 1 What is an advertisement? Supporting detail 2 Does an advertiseme

4、nt tell people the complete Truth? Supporting detail 3 Public service advertisements,Questions,Read the text again and answer the questions,1. Where are advertisements usually found,They are usually found in newspapers and magazines, on the Internet, radio and television,2. What is the major distinc

5、tion between commercial advertisements and PSAs,A commercial advertisement is one which someone has paid for to advertise a product or service, while a public service advertisement is often run for free, and is meant to educate people about health, safety, or any other problem that affects public we

6、lfare,3. Why are some of the advertisements clever according to the article? 4. When did China begin a nationwide public service advertising campaign,Because even if an ad does not lie, it does not mean it is altogether innocent,In 1996,5. Why should we follow the advice in PSAs,Because PSAs are mea

7、nt to benefit the public, and by following the advice in PSAs, we can often learn a lot,T or F Most people are not aware of how many ads are around them. Advertisements are always meant to promote a product or service. PSAs are only found in newspapers and on TV. PSAs and commercial ads use some of

8、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,F,T,F,T,F,T,Fill in the chart,Newspapers Magazines The internet Radio Television,clever,attractive,To promote a product or service,To educa

9、te people about health, safety or any Other problem affects public welfare,They are not altogether innocent,They are helpful and we can learn a lot by following the advice they give,Bright-teeth fights bad breath,You are proud of your cooking, so shouldnt you buy the very freshest food,Yes to life,

10、no to drugs,Knowledge changes life,Project Hope educating every child,When you smoke cigarettes,Choose the words below to finish the authors e-mail to a professor who helped her with her research. dealing with comments campaigns promote benefit cheated even if fool,Consolidation,Dear Professor Liu K

11、ai, I want to thank you for offering me such useful advice _ my research. I have just published my article about advertisements on our school website, and have already received many kind _ about it from my readers. The information I found has really helped me educate others in the ways in which comp

12、anies _ their products,dealing with,comments,promote,Before I consulted you, I had no comprehension that a company might try to _ people into buying a product or service. Now, _ there are exciting pictures and clever language in an ad, I will remember to think before I buy something so that I will n

13、ot be _. I will also pay a lot more attention to the public service ad _,fool,even if,cheated,campaigns,Now I know how they can _ society. I will encourage my friends to pay more attention to them as well. Thank you again for helping me find so much useful information! Yours Qian Lili,benefit,I hope

14、 that after they read my article, my schoolmates will understand that PSAs are _ to educate us about _ issues, and that commercial ads are meant to _ products or services. Before our talk, I did not think very much about how an advertiser might be trying to trick _ into buying a product or a service

15、. Now I think I will be much smarter about what things to buy,public welfare,customers,promote,intended,Even if there are lots of exciting images and language, I will remember to think about the things I buy. I will also pay a lot more attention to the _ public service ad _ ,because now I know how h

16、elpful they can be. I will _ my friends to pay attention to them as well. Thank you again for helping me find so much useful information! Yours faithfully, Qian Lili,nationwide,campaigns,encourage,Debate,Group A: Advertising has a positive effect on our lives. Group B: Advertising has a negative eff

17、ect on our lives,Language points,1. We are so used to them ( line 1) be used to do / doing sth. -get accustomed to used to -happened in the past e.g.I am not quite used to living here/city life. I used to live in Nanjing. Ex: The new machine _production. However I_it. A. is used to increase; am not

18、used to controlling B. is used to increasing; dont used to control C. used to increase; dont used to control D. used to increasing; am not used to control,A,注意被動(dòng)語(yǔ)態(tài)的區(qū)別,2. I did some research on（line 2) to share with you.(line 3,research: 1) N. do/conduct research on: 我正在做關(guān)于廣告的研究。 2) V. to study 商人研究市

19、場(chǎng)很重要。 share with: use sth. together with e.g. Id like to share my book with you. She _ my troubles as well as my joys. A. shares with B. shares (in,I am conducting research on advertisements,Its important for a businessman to research the market,B,share sth. with sb,3. encourage peoplebelieve in an

20、idea (line 6,encourage:give support or confidence to sb. Dont encourage bad habits in a child. 老師鼓勵(lì)她看英文電影。 The teacher encouraged her to watch English films. believe in: to have firm faith in Many people believe in God. Ex: believe/believe in I dont _ ghosts. I _ that stories of ghosts were made up

21、by human beings,believe in,believe,You can do it well,4. for free, and are intended to(line 11,for free:free of charge/without payment You can take the ticket for free. 每個(gè)孩子都會(huì)得到一本免費(fèi)的書。 intend to: design/mean to do sth. I intended to do it, but Im afraid I forgot. What he said at the meeting _ make u

22、s to support his idea. A. intended to B. intends to C. was intended to D. is intended to,Every child will get a book for free,C,5. China has strong laws to protect people from (line 14,protectfromkeep sb/sth safe from We should protect the earth from pollution. 人們通常戴太陽(yáng)鏡以妨眼睛被太陽(yáng)灼傷。 More relative phras

23、es,People usually wear sunglasses to protect their eyes from being burned by the sunlight,6. from advertisements that lie or (line 14,lie: lied (pt, pp), lying (pres p) vt.說(shuō)謊 to sb. about sth. She was lying! She lied to me about her age! lie: lay (pt) lain (pp) lying(pres p) vi.平躺 He has lain in bed

24、 since this morning. lay: laid (pt, pp) laying (pres p) vt. 放置 He laid his hand on my shoulder,Ex: He _ the book on the desk and told me that he had _in bed for the whole morning. But I knew that he was _ to me,laid,lain,lying,7must be aware of the methods (line 16,be aware of: realizing sth. that e

25、xists Are you aware of the importance of learning a foreign language? 你知道是什么時(shí)候了么？ be aware that: having knowledge of sth./sb. She became aware that something was burning. 我很清楚吸煙有害健康,Are you aware of the time,Im well aware that smoking is bad for our health,8. connect them to the food(line 25,connect

26、: bring together/join The two cities are connected by a railway. She is connected with a famous family. You should not connect the two different things to each other. 我這就給你接通王先生的電話。 connection: N. in connection with 他們與這個(gè)案件有關(guān)聯(lián),Ill connect you with Mr. Wang immediately,They are in connection with the

27、 case,9. We must not fall for this kind (line 26,fall for sth.: to be tricked You should be clever enough not to fall for his tricks. 他說(shuō)他是學(xué)生我信以為真。 fall guy: person who is tricked How could you be easily cheated by his words? You are really a fall guy. fall for sb: be attracted to sb. They met, fell

28、for each other and got married six weeks later. More phrases about fall,He said that he was a student and I fell for it,fall down: The plan fell down because it proved to be too expensive,fall into sth: You can not fall into the bad habitsmoking a lot,fall off: The production has fallen off since la

29、st month,fall to doing sth: They fell to thinking about what had happened to them,10. ads play tricks on (line 28) play tricks on: play a joke on Children, as well as adults, usually play tricks on each other on Halloween. 老師要求我們不要再捉弄對(duì)方了。 The teacher asked us not to play tricks on each other any mor

30、e. trick: V. trick sb. into doing sth. She tricked him into giving her all his money,11. A commercial advertisement is one which someone has paid for to advertise a product or service. 句中which引導(dǎo)一個(gè)定語(yǔ)從句，修飾先行詞one。 pay for 付款, 償還 Let me pay for dinner this time. Hell have to pay for what he has done,pay up 全部付清 pay back