大学体验英语综合教程2 第三版 Unit 3 电子教案

Unit3AdvertisingObjectives:★firstlisten,andthentalkabouttheadvantagesanddisadvantagesofadvertising★readabouttheroleoftheAdCouncilintheU.S.andtheuses&abusesofadvertisements★writeaboutthefunctionsofpublicserviceadvertisements★learnaboutconjunctionsandconnectivewords★writeapersonalad★visitCultureSalonforanintroductiontoadvertisingphotographyIPassageATheAdCouncilataGlance1.SummaryTheAdCouncilwasfoundedduringWorldWarIItohelpsellWarBonds.Afterthewaritcontinuedtoaddresspressingsocialissueswithpublicserviceadvertisements(PSAs).Since1942ithascreatedover1000advertisingcampaignsonsuchissuesasforestfires,safeandsoberdriving,minorityeducation,crime,drugs,childabuse,recycling,andAIDS.Someofitsmostfamousmessagesare“OnlyYouCanPreventForestFires,”“FriendsDon’tLetFriendsDriveDrunk,”and“AMindisaTerribleThingtoWaste.”Seatbeltusagerosefrom21%to70%aftertheCrashTestDummieswereintroduced.TheAdCouncil’scurrentmajorcampaignsaretohelpchildrenachievetheirfullpotentialandtoencourageAmericanstosupportthewaronterrorism.2.LanguagePoints1.memorable:whichisworthrememberingExamples:Thiswasindeedthemostmemorabledayofmylife.Theexperiencewasmemorableforallofus.2.inspire:encouragein(someone)theabilitytoactExamples:Weneedanewcaptain—someonewhocaninspiretheteam.Successinspiresusforfreshefforts.3.takeaction:starttodosomething,begintoactExamples:Thegovernmenthaspromisedtotakequickactionontheenergycrisis.Thepolicetookfirmactiontodealwiththeriots.4.testify:bearwitness;serveasproofExamples:Theteachertestifiedtothepupil’sabilityandwillingnesstoworkhard.Herrealfacetestifiedtoherguilt.5.positive:practicalandconstructive;thatdefinitelyhelpsExamples:Healwayshassomepositiveideasoncompanypolicies.Hetakesaverypositiveattitudewhencorrectingpupils’mistakes.6.launch:getstarted;setgoingExamples:Thegovernmenthaslaunchedanewplantobuildmorehouses.Thefirmlaunchedthenewproductwithabigadvertisingcampaign.7.experience::observeorparticipateineventsasabasisofknowledge;sufferorknowasexperienceExamples:Sheexperiencedagenuinefeelingofquiethappiness.Ourcountryhasexperiencedgreatchangesinthelastthirtyyears.8.minority:asmallpartofapopulationwhichisdifferentfromtherestinrace,religion,etc.Examples:Lawswerepassedtoprotectreligiousminorities.Peopleof21minoritiesliveinthearea.9.estimate:formjudgmentsabout;calculate(theloss,value,size,etc.)Examples:Shemadeplansandestimatedmeansandresources.Iaskedthreebuildingfirmstoestimatefortherepairstotheroof.10.category:divisionorclassinacompletesystemorgroupingExamples:Helengroupsallpeopleintotwocategories:thoseshelikesandthoseshedislikes.Thisbookfallsintothecategoryofreferencebook.11.rally:(causeto)comeorbringtogetherforapurposeExamples:Torallypeopleistobringthemtogetherforagreatunitedeffort.Thewholenationralliedtohelpthegovernmentwiththewar.12.recruit:getsomebodytodosomethingExamples:Thewartimegovernmentfirstrecruitedmen(intotheforce)fromnonessentialindustries.Thecoachrecruitednineboysforthebaseballteam.13.symbol:asign,shape,image,orobjectwhichrepresentsaperson,idea,value,etc.Examples:Thelionisoftenusedasasymbolofcourage.Thedoveisthesymbolofpeace.14.stimulate:make...moreactiveoralertExamples:Hewasstimulatedintogreaterefforts.Praisestimulatedthechildtostudyhard.15.makea/thedifference::seeorshow(twothings)tobedifferentExamples:Ifyoudoso,itwillmakeagreatdifference.Theextramoneywouldhavemadeallthedifference.16.motivate:providesomeonewithareasonorcausefordoingsomethingExamples:Hewasmotivatedonlybyhiswishtohelp,andexpectednothinginreturn.Thesechildrenjustsitaroundalldaydoingnothing;theyneedsomethingtomotivatethem.17.concerning:about;withregardtoExamples:Hewrotetomeconcerningabusinessarrangement.Thisis,Ibelieve,allthenewsconcerningthesociety.18.abuse:wronguse;badorcrueltreatmentExamples:Herearesomerecentabusesoftheword.Childabuseisapunishableoffence.19.adopt:take(anidea,custom,etc.)anduseExamples:Ilikeyourmethodsofteachingandshalladopttheminmyschool.Congressadoptedthenewmeasures.20.speakfor:expressthethoughts,opinions,etc.of...Examples:Speakingformyself,Ifindthehousingquitesatisfactory.Heisoldenoughtospeakforhimself.21.approximately:verynear(to);verynearlyExamples:Approximately50peopleattendedthelecture.Itisapproximatelyteno’clock.22.pledge:asolemnpromiseoragreementExamples:Hewasunderpledgetospendthemoneyinthebestway.Hegaveapledgetohandletheaffairinafriendlymanner.23.grief:greatsorroworfeelingsofsufferingExamples:Shewentnearlymadwithgriefafterthechilddied.Noonecouldconsolethemintheirgrief.24.threaten:warntohurt,killorpunishsomebodyExamples:Thewholenationisthreatenedwithstarvation.Thewarthreatenedthepeaceofthewholeworld.25.decline:goingfromabettertoaworseposition,orfromhighertolowerExamples:Ourbusinesshasgoneintoadeclinethisyear.Thereisasharpdeclineinsportsinourtown.26.distribute:divideamongseveralormanyExamples:Theteacherdistributedtheexaminationpaperstotheclass.Hrm:tell;giveinformationtoExamples:Iinformedhim(about)wheretogo.Hewouldliketobeinformedofanynewdevelopments.3.Importantsentences1.Ourslogansandcharactersaremorethanmemorable—theyraiseawareness,inspireindividualstotakeaction,andsavelives.Notonlyareourslogansandcharactersenjoyable,theyalsomakepeoplebeawareofsocialissues,takepartinandcontributetosocialactivities.2.TheWarAdvertisingCouncil,aprivate,non-profitorganization,wasfoundedtorallysupportforWorldWarII-relatedefforts..TheWarAdvertisingCouncil,whichwasnotestablishedbythegovernmentorforprofit,wasaimedatencouragingpeopletosupportWorldWarII.3.TheAdCouncil’smissionistoidentifyaselectnumberofsignificantpublicissuesandstimulateactiononthoseissuesthroughcommunicationsprogramsthatmakeameasurabledifferenceinoursociety.TheAdCouncil’smaingoalistodecideonafewofvitalwell-chosenpublicissuesandencouragepeopletodosomethingthathelpstoimprovethesocietythrougheffectivecommunicationsprograms.4.TheAdCouncilreachedouttothefederalgovernmentaswellasimportantnationalnonprofitswithanoffertocreateandalsodistributetheircrisis-relatedmessagestomediaoutletsnationwide..TheAdCouncilappealedtotheAmericangovernmentandthemajornationalnon-profitorganizationsforproducinganddistributingmessagesaboutthe9-11disastertovariousmediaoutletsthroughoutthecountry.IIPassageBTheTheUsesandAbusesofAdvertisements1.SummaryTheauthorassertsthatadvertisementsinourworldareubiquitous.Peopleandfirmsadvertiseforallsortsofreasons,andthelistisconstantlyexpanding.Advertisingplaysacrucialroleinthesponsorshipofmajoreventsbylargecompanies,andtherevenuesneededformostprintpublicationstosurvive.Advertisementsenablepeopletowidentheirchoicesandchancesinwhatevertheywishtoobtainordiscard.Buttheauthorsaysthatasusefulasitis,advertisingissometimesabused.Misleadingthepublicisthemostcommonformofabuse.Forexample,cigaretteadvertisersseektoattractconsumersbyadvertisingfashion,goodlivingandotheraspectsof“success.”Televisionadvertisingabusesviewersbyusinghard-sellingtacticsandrelentlessbombardment.Theauthorconcludesthatadvertisementcanbeusefulordestructive,dependingonitsuse.“Peopleadvertisebecausetheyneedto,”hesays.“Itisonlywhentheyadvertisefalsehoodandmisleadinginformationthatabusecomesin.Wecannotescapethisonslaughtofadvertisements,butwecanuseourownintelligencetoweedoutthebadones.”2.LanguagePoints1.abuse:puttowronguseExamples:IneverexpectedthathewouldabusethetrustIplacedinhim.Sheiscontinuallyabusingherauthoritybygettingotherpeopletodothingsforher.2.elaborate:verydetailedandcomplicated;carefullypreparedand?nishedExamples:Aratherelaborateanalysiswasrequiredtodeterminethecross-overvalues.Thecurtainhadanelaboratepatternofflowers.3.economical:usingmoney,time,goods,etc.,carefullyandwithoutwasteExamples:Thisisnotaveryeconomicalmethodofheating.Ifyouhavealargefamily,it’smoreeconomicaltotravelbycarthanbytrain.4.undisputed:thatcannotbedoubtedorquestionedExamples:Heistheundisputedleaderofhisparty.He’stheundisputedchampionofthesingingcontest.5.playamajorrole:beimportantinmakingchangeshappenExamples:TheircontributionsplayedamajorroleintheformationoftheTradeUnion.“Pink-collartribe”referstowomenwhoplayamajorroleincertainprofessionssuchasofficeworkers,secretaries,models,etc.6.stage:performorarrangeforpublicshowExamples:Atthemiddleofthisyearthegovernmentstagedahugemilitaryparade.Activistsstagedaprotestoutsidetheparliament.7.carryon:continuedoingsomethingExamples:Theboardofthedirectorsdecidedtocarryonthediscussionnextday.Don’twastetime!Ceincontactwith:touchorbenearExamples:WhendidyoufirstcomeincontactwithProf.Willington?Aspeopletravelmorenow,theycomeincontactmorefrequentlywithpeopleofdifferentcultures.9.bargain:agreementinwhichbothorallsidespromisetodosomethingforeachotherExamples:Ifyoupromoteourgoods,wewillgiveyouagooddiscountasourpartofthebargain.Themanagementandemployeeseventuallymadeabargain.10.inshort:bywayofsummaryExamples:Thisisourmostdisastrousandembarrassingdefeatever;inshort,atotalfailure.Thingscouldn’tbeworse,financially;inshort,we’rebankrupt.11.discard:throw(something)outorawayExamples:Readthemanufacturer’sguidelinesbeforediscardingthebox.Rhemidst:surroundedbyExamples:Thehousesetsdowninthemidstofquietsuburbanhomes.Shefoundhiminthemidstofagroupofhisusualfriends.13.authorities:(oftenpl.)apersonorgrouphavingthepowertogiveordersortakeactionExamples:Thehealthauthoritiesareinvestigatingthematter.Ishallhavetoreportthistotheauthorities.14.turnablindeyeto:deliberatelyignoresomethingthatyouknowshouldnotbehappening?Examples:Don’tturnablindeyetomattersthatconcernthepeople’swelfare.Wecannolongerclaimignoranceabouttheeffectsofpollutionorcontinuetoturnablindeyetoit.15.disguise:changetheusualappearanceorcharacterof(someoneorsomething)inordertohidethetruthExamples:Hedisguisedhimselfbyshavinghisheadandwearingafalsebeard.Shedisguisedherselfasaman,butshecouldn’tdisguisehervoice.16.cutdownon:reducetheamountofsomethingExamples:Finallytheyhavehiredanewperson.Ihopethiswillcutdownonour?workalittle.Whattheyaresupposedtodoistocutdownongovernmentspending.17.bebasedon:useparticularinformationorfactsasapointfromwhichtodevelopanideaExamples:Theirworkingstrategyisbasedonastudyofconsumerspending.Scientifictheoriesmustbebasedonfacts.18.eliminate:remove(especiallysomeoneorsomethingthatisnotwantedorneeded)Examples:Thepolicehaveeliminatedtwosuspectsfromtheirenquiry.Amovetowardshealthyeatingcouldhelpeliminateheartdisease.19.betakenin:becompletelydeceivedbysomeonesothatyoubelievealieExamples:Iamnottobetakeninbyyourlies.Yein:becomenecessaryorimportantExamples:Ialsoneedsomeonetopersuademyparentsthatit’sagoodidea—that’swhereyoucomein.Weneedfinancialadvice—that’swhereKatecomesin.21.weedout:getridofpeopleorthingsthatarenotverygoodExamples:Heweededoutonebyonethebookhedidnotwant.Therearetoomanycandidates.Justweedoutalltheundesirables.3.SentenceExplanation1.Thislistgoeson,anditisexpandingeveryday.helistofdifferentkindsofadvertisementsisverylong,anditisgettinglongerandlonger.2.Withoutthemactingassponsorswewouldnotbeabletostageinternationalsportingevents.Largecompaniesprovidethenecessaryfinancialsupportneededforinternationalsportingevents,andinreturntheygettoadvertisetheirproductsatthesesportingevents.3.Asusefulasitis,advertisementsaresometimesabusedbyunscrupulouspeople.Althoughadvertisementshavemanyadvantages,somepeopleusetheminadishonestway,usuallyforabadpurpose.4.Yettheseadvertisersblatantlyignorefactsandpromotetheirproductsnonetheless.Thoughtheseadvertisersareconsciouslyawareoftheharmofsmoking,theychoosetooverlooktheobviousfactsandkeeponadvertisingcigarettes.5.Besidesgivingusamentaljolttheymethodicallynumbandabuseourmindsuntilwewatchthemwithoutactuallyseeingandh