高中英語(yǔ)譯林版必修4Unit1Section1

“Advertisingisaformofmercialmassmunicationdesignedtopromotethesaleofaproductorservice,oramessageonbehalfofaninstitution,anorganization,oracandidateforpoliticaloffice.”Advertisingcanbelookedatfromvariousperspectives.Asthequoteabovestates,itspurposeistoincreasethenumberofarticlesorproductssold.Thesearenotonlythingswecanbuyindifferentstores,forexampleclothingorsuppliesforourdailylife,butalsosuchsimplethingsasamessageplacedbyaninstitutionororganizationaskingfortheattentionofthepublictoraisemoneyortomakethemawareofaproblem,suchasanti-smokingads.Evenpoliticalpartiesuseadvertisementsandmercialstostatetheopinionoftheircandidates.Advertisingbecamebigbusinessinthe20thcentury,offeringmanydifferentjobsinadvertisingagenciesandthemarketingsection.Theuseofthemedia,likenewspapers,television,theradio,magazines,outdoorsignsandofcoursetheInternetmakesthisgrowthpossible.Itisaformoftransportinginformationtotheconsumer,anditdoesnotonlyhavepositivesides.Therearemanycriticalaspectsaboutit,likepersuadingpeopleintodoingunhealthythingsorproducingspecialstereotypeseverybodytriestofollow.However,advertisinghasbeeinternational,sinceproducersandpaniestrytoselltheirproductsonaglobalizedmarketinalmosteverycorneroftheworld.,[閱讀障礙詞]1．candidaten．候選人，候補(bǔ)人2．criticaladj.批評(píng)(性)的；極為重要的，關(guān)鍵的3．stereotypen．模式化的形象Pleasematchthewordswiththeirpropermeanings.1．promoteA．makesomeoneagreetodosth.bygivingthemreasonswhytheyshould2．mentB．stopsomeonefrombeingaffectedbyanillness3．cheatC．a(chǎn)writtenorspokenremarkgivinganopinion4．innocentD．a(chǎn)skforinformationoradvicefromsb.becauseitistheirjobtoknowsth.5．trickE．tohelpsellaproduct,service,etc.ormakeitmorepopular,forexamplebyadvertising6．persuadeF．a(chǎn)nunfairthingyoudotoharmsomeoneorgetanadvantageforyourself7．cureG．treatsomeonedishonestly8．consultH．notguiltyofacrime答案：1～5ECGHF6～8ABDCanyouthinkofagoodsloganforeachad?答案：1.Neverdeletegreen,keepitforever!2．Taiwan,China!Ⅰ.Fast-reading1．Skimthetextandthenweknowthattherearetwomaintypesofadvertisements.They'remercial_advertisements_and_public_service_advertisements_(PSAs)．2．Theauthorwrotethisarticleinordertohelp_us_get_a_prehensive/thorough_understanding_of_ads.Ⅱ.Careful-reading(Ⅰ)Readthetextanddecidewhetherthefollowingstatementsaretrue(T)orfalse(F)．1．Adsmainlyusewrittenwordstopersuadepeopletobuyaproductorservice.(F)2．mercialadshavemoreeffectonsocietythanPSAs.(F)3．Someskilfulmethodsusedinmercialadsarehardtorecognize.(T)4．Notalladsarerunfreeofcharge.(T)5．NotallPSAsdealwithsocialconcerns.(T)(Ⅱ)Fillineachblankwithnomorethanthreewordsaccordingtothetext.IntroductionWegetusedtoadvertisementsasthey(1)appearwhereverwego.Theycanbefoundinplaceslikenewspapers,magazines,theInternet,radioandtelevisiontopersuadepeopleinto(2)buying/purchasingaproductorservice,orintobelievinginanidea.TwotypesofadsmercialadsPSAsCharacteristics▲B(niǎo)enotfreefor(3)advertisingaproductorservice.▲Useskilfulmethodstopromotethings.▲Playtricksonpeopleandoftendon'ttellpeople(4)the_truth.▲B(niǎo)e(5)free_of_chargetoeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare.▲Usesomeofthesamemethodsincludingattractivepicturesandcleverlanguagetoservethepublic.▲Aimtoteachusandhelpusto(6)lead_better_lives.▲B(niǎo)e(7)beneficial_tothepublicinsteadoffoolingthem.(8)Examples▲B(niǎo)right-Teethfightsbadbreath!▲Youareproudofyourcooking,soshouldn'tyoubuytheveryfreshestfood？▲Yestolife,notodrugs.▲Knowledgechangeslife.▲ProjectHope—educatingeverychild.▲Whenyousmokecigarettes,youareslowlykillingyourself.Conclusion▲Wemustnotfallformercialads.▲(9)Think_twicebeforeyoutakeactiontobuythepromotedproductorservice.▲Weshouldbe(10)intelligent/clever/bright/smartwhenfacingadvertisements.Ⅲ.Study-readingAnalyzethefollowingdifficultsentencesinthetext.1．Wearesousedtothemthatweoftendonotevenrealizehowmanyweseeandhearinaday.[句式分析][嘗試翻譯]我們對(duì)廣告太習(xí)以為常了，甚至常常意識(shí)不到一天當(dāng)中能看到和聽(tīng)到多少?gòu)V告。2．Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicement,rememberthewords‘freshestfood’，andmakeamentalconnectionwiththefoodinthegrocery.[句式分析][嘗試翻譯]這家食品雜貨店只是希望當(dāng)你讀到這則廣告時(shí)，你會(huì)很樂(lè)于看到其中的恭維，記住“最新鮮的食品”這幾個(gè)詞，在心理上將其與該店里的食品聯(lián)系起來(lái)。3．Finally,Iwishtotellyouthis:thinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes.[句式分析][嘗試翻譯]最后，我想告訴大家：想想你為什么要做廣告建議你做的事情，或者為什么要買(mǎi)廣告推銷的產(chǎn)品或服務(wù)。Ⅳ.Post-readingFillintheblanksaccordingtothetext.Therearetwomaintypesofadvertisements—①mercialadvertisementsand②publicserviceadvertisements.Theformerisonewhichsomeonehas③paidfortoadvertiseaproductorservice.Althoughwehavelawsto④protectusfromadsthatcheatpeople,westillmustbe⑤awareoftheskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.Wemustnot⑥fallforthiskindoftrick！Thelatterisonethattheyareplacedforfreeandmeantto⑦educatepeopletobelieveinanideawhichaffectspublicwelfare.PSAsdealwithlargesocialproblemsandaremadeto⑧servethepublic.Theyalsoteachushowtolivebetterlives.Althoughnotalladsplay⑨t(yī)ricksonus,wemustalluseour⑩intelligenceandnotbeaslavetothem.eq\a\vs4\al([課文對(duì)譯])AdvertisementsNowadays,wecanfindadvertisementsalmostwhereverwego.Wearesousedtothemthatweoftendonotevenrealizehowmanyweseeandhearinaday.Ididsomeresearchonadvertisements,andhavesomeveryimportantinformationtosharewithyou.Whatisanadvertisement?Anadvertisementuseswordsandpicturestopersuadepeopletobuyaproductorservice,ortobelieveinanidea.Newspapers,magazines,theInternet,radioandtelevisionarethemostmonplacestofindthem.Therearetwomaintypesofadvertisements—mercialadvertisementsandpublicserviceadvertisements(PSAs).Amercialadvertisementisonewhichsomeonehaspaidfortoadvertiseaproductorservice.PSAsareoftenrunforfree,andaremeanttoeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare.Doesanadvertisementtellpeoplethepletetruth?Therearelawstoprotectpeoplefromadvertisementsthatcheatpeople.However,westillmustbeawareoftheskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.Onetoothpasteaddeclares,‘Bright-Teethfightsbadbreath！’Thisstatementtriestofoolyouintoassumingthatthetoothpastecuresbadbreath,yetitdoesnotsaythat!Allitsaysisthatitfightsit,andthatisnotthesamethingatall.Onegrocerytellscustomers,‘Youareproudofyourcooking,soshouldn'tyoubuytheveryfreshestfood？’Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicement,rememberthewords‘freshestfood’，andmakeamentalconnectionwiththefoodinthegrocery.Wemustnotfallforthiskindoftrick!PublicserviceadvertisementsNotalladsplaytricksonusthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublic.PSAsaimtoteachusandhelpusleadbetterlives.OurgovernmentunderstandsthisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwidepublicserviceadvertisingcampaignin1966,andsincethenvarioustypesofPSAshaveappearedaroundthecountry.Youhaveprobablyseenorheardsomeofthemyourself,suchas,‘Yestolife,notodrugs’and‘Knowledgechangeslife’.Theseadsdealwithwidespreadsocialconcerns.TherearealsoPSAsthatencouragepeopletosupportpublicserviceprojects,suchasProjectHope.Itsmottois‘ProjectHope—educatingeverychild’.ThereareevenPSAstoteachushowtolivehealthylives.Oneoftheseis,‘Whenyousmokecigarettes,youareslowlykillingyourself’.Alloftheseadsaremeanttobenefitthepublic,andyoucanoftenlearnalotbyfollowingtheadvicetheygive.Finally,Iwishtotellyouthis:thinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes.Whenitestoadvertisements,wemustalluseourintelligenceandnotbeaslavetothem！廣告如今，廣告隨處可見(jiàn)。對(duì)廣告我們太習(xí)以為常了，我們甚至常常意識(shí)不到一天當(dāng)中能看到和聽(tīng)到多少?gòu)V告。我對(duì)廣告做了一些研究，這里有