牛津高中英语M4U1 课文背诵与检测.doc

M4U1 Reading 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 on advertisements, and have some very important information to share with you.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 advertisements commercial advertisements and public service advertisements(PSAs). A commercial advertisement is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem (that affects public welfare).Does an advertisement tell people the complete truth?There are laws to protect people from advertisements (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). One toothpaste ad declares, Bright-Teeth fights bad breath! 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 freshest 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, remember the words freshest food, and make a mental connection with the food in the grocery). We must not fall for this kind of trick!Public service advertisementsNot 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 and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign 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 and Knowledge changes life these ads deal with widespread social concerns. There are also PSAs( that encourage people to support public servie projects, such as Project Hope). Its motto is Project Hope-educating every child. There are even PSAs to teach us how to live healthy lives. One of these is, When you smoke cigarettes, you are slowly killing yourself. All of these ads are meant to benefit 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 （the ad promotes）. When it comes to advertisements, we must all use our intelligence and not be a slave to them!M4U1 Project Developing an ad campaignHow do you build an ad campaign?Unlike a single advertisement, an ad campaign is a planned programme of advertisements (using various kinds of ads to reach a certain audience). When you start a successful ad campaign, you must have (a clear aim and an audience) in mind. It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you may need to employ different kinds of media, including posters, newspapers, magazines, radio and television.There are three major questions (you must first consider):1 Who is the audience for your ad campaign?The people (you want to reach) are your target audience. In order to determine your audience, you will need to do a little research and analysis in advance. You will need to explore (what the audience already thinks). It is very important to know your audience so you can create the right message for the right people.2 What do you want your ad campaign to say?After you have decided (who your audience is), it is time to decide (what you want the audience to know or think about). It is important to always try to appeal to the audience in order to get them to react in a certain way. You can gather this information from your research. When planning a public welfare campaign, you may want to ask yourself:What does my audience already know about this problem?What aspects of this problem would they care about or be concerned with?Is there some history behind the problem (that they would be interested in)?How does the problem personally affect their lives?3 How do you reach your audience?There are lots of different ways to get your message across when you are putting together an ad campaign. You must decide (what approach you want to use). This decision should depend mainly on your target audience and which kinds of ads reach that group best.Anti-smoking ad campaignEvery year millions of people around the world die due to smoking. Every packet of cigarettes contains poisonous chemicals (that can result in lung cancer and heart disease). This costs countries a lot of money and causes great damage to the welfare of the people. There are huge numbers of smokers in Asia. This is why we have chosen anti-smoking as the subject of our ad campaign.The target audience is high-school teenagers. Our main aim is to discourage young people from smoking. Our research shows (that young people care about their health and future). We will educate them about the bad physical effects of smoking and how smoking affects those people around them. We will explain all the advantages of not smoking, such as saving money (which can then be spent on other things). Our interviews also indicate (that young people are concerned about what is cool and what their friends like). We will show how smoking is not cool or attractive, because it makes people smell terrible, and gives them bad teeth, skin and fingernails. If we can convince young people not to start, they might then urge their parents and other people to give up smoking, too.Our campaign will start on 31 May, World No Tobacco Day. We will put large posters around the school with our logo and slogan. Our website will provide students with more information about smoking. We will also publish an article in the school magazine (informing students about the dangers of smoking), and we will organize an essay competition as well.Our slogan: Smoking kills!Many people think that smoking is cool or enjoyable, but they are not only fully aware of the damage (that it does to their health). This is (why we chose this picture as our logo). We want to shock people into realizing (that many smokers die all too soon from illnesses and diseases (related to smoking).M4U1 Reading 检测Nowadays, we can find 1._ 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 2._ on advertisements, and have some very important information to 3._ with you.What is an advertisement?An advertisement uses words and pictures to 4._ people to buy a product or 5. _, or to 6._ in an idea. Newspapers, magazines, the internet, radio and television are the most common places to find them. There are two main types of advertisements 7._ advertisements and public service advertisements(PSAs). A commercial advertisement is one which someone has paid for to 8. _ a product or service. PSAs are often run for free, and are 9. _ to educate people about health, safety, or any other problem that affects public 10. _.Does an advertisement tell people the complete truth?There are laws to protect people from advertisements that cheat people. However, we still must be aware of the 11. _ methods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether 12. _. One toothpaste ad declares, Bright-Teeth fights bad breath! this statement tries to fool you into13. _ 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 14. _, You are proud of your cooking, so shouldnt you buy the very freshest 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 15._, remember the words freshest food, and make a mental connection with the food in the grocery. We must not fall for this kind of trick!Public service advertisementsNot all ads play tricks on us 16._. PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public. PSAs 17. _ to teach us and help us lead better lives. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising 18._ 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 and 19._ changes life these ads deal with widespread social concerns. There are also PSAs that encourage people to support public servie projects, such as Project Hope. Its 20._ is Project Hope-educating every child. There are even PSAs to teach us how to live healthy lives. One of these is, When you smoke 21._, you are slowly killing yourself. All of these ads are meant to 22._ 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 the ad 23._. When it 24._ to advertisements, we must all use our 25. _ and not be a slave to them!M4U1 Project 检测1. _ a single advertisement, an ad 2._ is a planned programme of advertisements 3._ various kinds of ads to reach a certain audience. When you start a successful ad campaign, you must have a clear aim and an 4._ in mind. It is important to 5._ out exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you may need to employ different kinds of 6._, including posters, newspapers, magazines, radio and television.There are three 7._ questions you must first consider:1 Who is the audience for your ad campaign?The people you want to reach are your 8._ audience. In order to 9._ your audience, you will need to do a little research and 10._ in advance. You will need to explore what the audience already thinks. It is very important to know your audience so you can create the right message for the right people.2 What do you want your ad campaign to say?After you have decided who your audience is, it is time to decide what you want the audience to know or think about. It is important to always try to 11._ to the audience in order to get them to 12._ in a certain way. You can gather this information from your research. When 13. _ a public welfare campaign, you may want to ask yourself:What does my audience already know about this problem?What 14._ of this problem would they care about or be concerned with?Is there some history behind the problem that they would be interested in?How does the problem 15._ affect their lives?3 How do you reach your audience?There are lots of different ways to get your message16._ when you are putting together an ad campaign. You must decide what 17._ you want to use. This decision should depend mainly on your target audience and which kinds of ads reach that group best.Anti-smoking ad campaignEvery year millions of people around the world die due to smoking. Every packet of cigarettes contains 18._ chemicals that can result in lung cancer and heart disease. This costs countries a lot of money and causes great damage to the 19._ of the people. There are huge numbers of smokers in Asia. This is why we have 20._ anti-smoking as the subject of our ad campaign.The target audience is high-school teenagers. Our main aim is to 21._ young people from smoking. Our research shows that young people care about their health and future. We will educate them about the bad 22._ effects of smoking and how smoking affects those people around them. We will explain all the advantages of not smoking, such as saving money which can then be spent on other things. Our interviews also indicate that young people are concerned about what is cool and what their friends like. We will show how smoking is not cool or attractive, because it makes people smell terrible, and gives them bad teeth, skin and fingernails. If we can 23._ young people not to start, they might then 24._ their parents and other people to give up smoking, too.Our campaign will start on 31 May, World No Tobacco Day. We will put large posters around the school with our logo and slogan. Our website will provide students with more information about smoking. We will also publish an article in the school magazine 25._ students about the dangers of smoking, and we will organize an essay competition as well.Our slogan: Smoking kills!Many people think that smoking is cool or enjoyable, but they are not only fully aware of the 26._ that it does to their health. This is why we chose this picture as our logo. We want to shock people into 27._ that many smokers die all too soon from illnesses and diseases related to smoking.M4U1 Reading 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 on advertisements, and have some very important information to share with you.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 advertisements commercial advertisements and public service advertisements(PSAs). A commercial advertisement is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem (that affects public welfare).Does an advertisement tell people the complete truth?There are laws to protect people from advertisements (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). One toothpaste ad declares, Bright-Teeth fights bad breath! 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 freshest 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, remember the words freshest food, and make a mental connection with the food in the grocery). We must not fall for this kind of trick!Public service advertisementsNot 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 and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign 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 and Knowledge changes life these ads deal with widespread social concerns. There are also PSAs( that encourage people to support public servie projects, such as Project Hope). Its motto is Project Hope-educating every child. There are even PSAs to teach us how to live healthy lives. One of these is, When you smoke cigarettes, you are slowly killing yourself. All of these ads are meant to benefit 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 （the ad promotes）. When it comes to advertisements, we must all use our intelligence and not be a slave to them!M4U1 Project Developing an ad campaignHow do you build an ad campaign?Unlike a single advertisement, an ad campaign is a planned programme of advertisements (using various kinds of ads to reach a certain audience). When you start a successful ad campaign, you must have (a clear aim and an audience) in mind. It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you may need to employ different kinds of media, including posters, newspapers, magazines, radio and television.There are three major questions (you must first consider):1 Who is the audience for your ad campaign?The people