高中英语译林版必修四教学案unit1sectionⅠweletotheunitamp；reading-pre-reading

Unit1AdvertisingIfyoucangetafewweeksoffstudy,thentryavolunteerholiday!Avolunteerholidayiscompletelydifferentfromthenormalkindofholidaythatmostpeopleareusedto.Itletsyoulearnsomuchaboutthepeopleandcultureoftheplacethatyouchoosetovisit.Itcanbehardwork,butmostpeoplethinkitisaspecialexperiencethatmaychangetheirlife.Anothergreatbenefitofavolunteerholidayisthatyouwillmeetlike-mindedpeopleandyoumaybecomelifelongfriends!Volunteerholidaysaremainlydividedintothreekinds："Helpingthepeoplewhoneedhelp."Helpingtocareforendangeredwildlife."Helpingtoprotecttheenvironment.Ifyouwanttogoonavolunteerholiday,thefirstdecisionyouneedtomakeiswheretogo.Agoodwaytoplanavolunteerholidayistoworkonavolunteerproject.Forexample,GlobalVolunteersisanorganizationwhichoffersvolunteerholidaysinmanyplacesaroundtheworld.Youcantraveltoacertaincountry,playgameswiththelocalchildren,andvisitthelocalpeople.Youmightfixup（修理，装饰）ahouseorhelpwiththegardening.Volunteerholidayscanbeasshortasaweek,oraslongasayear.Whafscertainisthatyouwilllearnalotabouttheplaceyougoto,andyouwillreturnwithsomeamazingmemories.［课时跟踪检测］I.课文缩写填空Tmercialadvertisementsand2.publicserviceadvertisements（PSAs）.Theformerisonewhichsomeonehaspaidforto3.advertiseaproductorservice.Althoughwehavelawstoprotectusfromadsthat4.cheatpeople,westillmustbe5.awareoftheskillfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogether6.innocent.Wemustnot7,fallforthiskindoftrick!Thelatterisonethattheyareplacedforfreeandmeanttoeducatepeopletobelieveinanideawhich8,affectspublicwelfare.PSAsmainlydealwithlargesocialproblemsandaremadetoservethepublic.Theyalsoteachushowtolivebetterlives.Althoughnotalladsplay9.tricksonus,elligenceandnotbeaslavetothem.II.阅读理解Whenyouthinkofthedifferenttypesofadvertising,severalcometoyourmind.Therearethetraditionalmeanstoadvertise:newspapers,magazines,radio,television,billboards,andeventaxicabs.Yetthereareothertypesofadvertising,suchasaerialadvertising（空中广告），whichisverydifferentinmanyaspects.Radioadvertisingisaimedatthelocalcustomers.Thedownsideofusingradioisthatthecustomerneedstohavethestationtunedin.Placementofadsontheradioisanotherconsiderationsincelisteningtimeisimportanttotheads.Theupsideofusingradioisthattheaudiencedoestendtorememberjingles（广告词）thatareeasytoremember.Magazineandnewspaperadvertisingisdirectedtothesubscribers（订阅人）.Thesubscriptionslimittheavailabilitytonon-subscribers.Theconceptofbeingabletoreadinformationonlineisslowlychangingthesubscriptionstothisadvertisingmarket.Limitationsofcirculationofmagazinesandnewspapersmeanfewerpeopleviewingtheadvertisements.Televisionadvertisingischanneledtotheviewers.Limitationsofviewersbasedontheavailablechannelselectionslowertheexposureaudience.Withtheavailabilityofsatellitetoconsumers,locatingtheclientbaseforadvertisementcaneasilybelostoroverlooked.Billboardadvertisingfocusesontheareaofthebillboard.Limitationsofoutsideregionsviewingtheinformationarehigh.Gettingtheattentionofthepassers-bytoviewtheinformationisalsoasubjecttobeconsidered.Aerialbanneradvertisingfocusesonvastpopulationofvariousregions.Basedupontheregion,theexposureislimitless.Grabbingorgainingthepublic'sattentionisbasedonsimplehumannaturetolookupattheairplanethatisflyingoverhead.Peopletypicallylookupwhenaplanefliesoverhead.Tohaveabannerwithanadvertisementaddsmorecuriosityandresponse.Peopletendtorememberaerialadvertisingatahighrate.Theyalsotendtocommunicatetoothersabouttheadvertisementbysharingtheinformationbywordofmouth.Thiswordofmouthisabsolutelyfreebutisofimportantbenefittoaerialadvertising.Aerialadvertisingcanbedonethroughouttheentireyear,butthewarmermonthsarepreferred.Aerialadvertisinghascertainrestrictions,yettheserestrictionsarefewerthantheothermeansofadvertising.语篇解读：这是一篇说明文，介绍了不同形式广告的利与葬厂Theunderlinedword“downside“inthesecondparagraphcanbereplacedby"A.strengthB.weaknessC.purposeD.instruction解析：选B词义猜测题。依据第二段内容推断，downside和upside相呼应，分别指收音机广告的弊端和优势。故B项正确。Whichofthefollowingistheauthorprobablyinfavorof?A.Radioadvertising.B.Televisionadvertising.C.Aerialadvertising.D.Billboardadvertising.解析：选C推理判断题。依据最后一段中的"tendtorememberaerialadvertisingatahighrate,X6absolutelyfree,ncbenefit,X4throughouttheentireyear”,特别是最后一句可推断，作者对aerialadvertising赘美有加。Whatdoesthepassagemainlytellus?Differentadvantagesofadvertising.Advantagesoverpassweaknesses.Variousweaknessesofadvertising.Differenttypesofadvertising.解析：选D主旨大意题。本文既提到各种形式的广告的优势又提到其弊端，因此，A、C两项作为标题太片面，B项不符合文意，D项涵盖最全面。Howmanytypesofadvertisingarementionedinthepassage?A.4.B.5.C.6.D.7.解析：选D细节理解题。由文中第一段最后两句可知。III,任务型阅读Theconceptofprivacyinoursocietyissomethingrelativelymodem-atermpubliclytalkedaboutonlysincetherecentReformandOpeningup.Beforethishistoricalchange,Chinawasundertheinfluenceofultra-leftthought,whereeverythingrelatedto"selfwasthoughtasbackward,shameful,evenagainstthethemeofcommunism,sincetheymightbeincontradictiontopublicinterest.Needlesslytosay,"privacy”whichhadalmostthesamemeaningforshamefulnessordarksoul.Withthedevelopmentofthecommodityeconomy,Chinaisincreasinglyinvolvedininternationalaffairs.Therefore,Chinesegraduallyrealizedthatprivacyisactuallyineveryone'sinterest.Putsimply,regardlessofaperson'sprofession,position,status,identityorage,itisimpossibleforhimorhertoappearthesame24hoursadayunlessahypocrite(伪君子)orhidingfailuretoperform.Privacyisnormallyregardedaspersonalinformationthatisunrelatedtoothers,orthatapersonisunwillingtoreveal.Informationsuchasaperson*sreligion,belief,hobbiesorpersonalactivitiesmaycausediscriminationorembarrassmentiftheyareunfavorablydisclosed.Peoplemaylackofasenseofsafetyinasocietywhereprivacycannotbeproperlyprotected.OnethingthatimpressedmemostinacountrywhereIemigratedtwentyyearsagowasthepersonalspacepeopleleftforothers.Forexample,whenpeoplearequeuinguptheykeepaquitedistancefromoneanother,unliketheChinesealwayskeeptooclosetoeachotherandmaketheirwaybypushingandshovingandcrowding.Essentialpersonalinformationmayincludeapersonafspoliticalaffiliation(联系)，financialstatus,medicalconditions,familyaffairsandsoon.Theseoughttobeappropriatelyprotected,evenbylaw.Concernforothers,essentialpersonalinformationistraditionallyawaytheChinesecareforothers,butinawesterncountrycanberegardedasanoffence.Amoralpersonshouldrecognizeandrespectothers*privacy,andotherstreatthemthesamewayinreturn.Socialethicsandahealthyculturearethusformedwhenmoralpeopleareevident.Respectingindividuals'privacyisanimportantcomponentofstablesocietyandadvocatesthepublicgettingalongwellwitheachother.Inaway,privacyshouldn'tbesimplyviewedasapersonalconceptatall;rather,itindicateshowcivilizedasocietyis.LearntoRespectOthers*PrivacyThedegreeofconcernaboutprivacyinChinaBeforeReformandOpeningupInfluencedbyultra-leftthought,everythingrelatedto“self(1)communism.AfterReformandOpeningupWiththedevelopmentofeconomyandChina'sincreasing(2)internationally,theconceptofprivacyisintroduced.CategoriesofprivacyPersonalinformationoractivitiesunrelatedtoothers,if(3)，maycausediscriminationandembarrassment.Personalspaceistheregionsurroundingaperson,whose(4)tendstobeignoredbyChinese.Essentialpersonalinformationincludessomebasicprivateinformation,anexcessiveconcernoverwhichmaybeconsidered(5).(6)ofrespectingprivacyPeoplewillfeelasenseofsafetyinasocietywhereprivacyisunderproper(7).Respectingprivacyplaysanimportantroleincreatingastableand(8)society.套案.1=1••Respectingprivacyisnotsimplypublic(9)sensebutanindicationofsocial(10).3.revealed/disclosed/exposed/aggressiveImportance8.harmoniousnSectionIWelcometotheunit&Reading—Pre-reading熹阖释疑——把课文读懂SectionI［原文呈现］［读文清障］AdvertisementsNowadays,wecanfindadvertisements1almostwhereverweso2.Wearesousedto'themthatweoftendonotevenrealizehowmanyweseeandhearinaday.Ididsomeresearchon,⑤advertisements,andhavesomeveryimportantinformationtosharewithyou.Whatisanadvertisement?Anadvertisementuseswordsandpicturestopersuade⑥peopletobuyaproductorservice,ortobelieveinanidea.Newspapers,magazines,theInternet,radioandtelevisionarethemostcommonplacestofindthem.Therearetwomaintypesofadvertisements-commercialadvertisementsandpublicserviceadvertisements(PSAs).Acommercialadvertisementisonewhichsomeonehaspaidfortoadvertise"aproductorservice®.PSAsareoftenrunforfree11,andaremeantto14educatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare^.(Dadvertisement/ad'vslIsmant/n.yT-^;广告宣传②whereverwego是wherever引导的地点状语从句。用wherever不用where是表示强调。③so…that…引导结果状语从句obeusedto对习以为常，习惯于，适应，to是介词。④doresearchon对进行研究⑤share”.分享；分担；共有sharesth.with/amongsb.与某人分享某物©persuade/pa'sweld/vt.说服，劝说；使信服persuadesb.todosth.说服某人做某事©commercialadvertisements商业广告⑧publicserviceadvertisements公益广告©advertise/1^dvatalz/^z.&vi.M广告；宣传⑩定语从句whichsomeonehaspaidfor…修饰one。⑪forfree免费⑫bemeantto旨在，目的是⑬welfare/'welfea(r)/儿(个体或群体的)幸福、安全和健康；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？广告使用文字和图片来说服人们购买某种产品或服务，或者是相信某种理念。报纸、杂志、互联网、广播及电视是最普遍的广告载体。广告主要分为两类一商业广告和公益广告。商业广告是一种某人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。Doesanadvertisementtellpeoplethecompletetruth?Therearelawstoprotectpeoplefrom11advertisementsthatcheatpeople.However,westillmustbeawareof⑯theskilfulmethodsusedinadstotryandsellusthings1'.Evenif®'anaddoesnotlie,itdoesnotmeanitisaltogether⑲innocent⑳.Onetoothpasteaddeclares,"Bright-Teethfightsbadbreath®'Thisstatementtriestofool®youintoassumingthatthetoothpastecures®badbreath,yetitdoesnotsaythat!AlLiLsaysisIhftLiLfightsiLandthatisilQtthesamethingjatall®.Onegrocery®tellscustomers,'Youareproudofyourcooking,soshouldn'tyoubuytheveryfreshestfood?'Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleased®withthenicecomment®,rememberthewords'freshestfood',andmakeamental®connectionwiththefoodinthegrocery.Wemustnotfallfor®thiskindoftrick®!，⑭protect...from…保护免受⑮thatcheatpeople为that引导的定语从句。cheat/tfi.欺骗；作弊〃.骗子；欺诈行为⑯beawareof意识到⑰skilful/skllfl/a力.有技巧的;熟练的usedinads为过去分词短语作后置定语；totryandsellusthings为不定式短语作目的状语。⑱evenif/though虽然，即使⑲altogether勿勿.完全，全部，在句中表示强调。⑳innocent/'Inasnt/a祝清白的，无罪的；无恶意的；纯真的㉑badbreath”.口臭breath/bre0/n,气息；呼吸谴fool/fu:l/“欺骗；愚弄儿傻瓜odoingsth.欺骗某人做某事-cure/§8（r）/“治愈;解决机药物；疗法;对策®本句中All后是省略了关系代词that的定语从句；第一个is后的that引导的是表语从句,that不可以省略。⑥grocery/'g「3。sori/机杂货店⑭pleased/pli:zd/a力•.高兴，满意；乐于（做某事）be/feelpleasedwith...对感到满意◎comment/koment/机评论，评价式.评论，议论commenton/about对的评论@mental/'men甘/〃力心理的；思想的，精神的；智力的©fallfor上的当，受的骗@trick/trlk/儿骗局；玩笑，恶作剧；把戏；诀窍“欺骗，欺诈playtrickson欺骗,捉弄广告会百分之百地讲真话吗？有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！”这一表述试图糊弄你，让你误以为这种牙膏可以治愈口臭，但真实上广告中并没有这样说！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，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，你会很乐于看到其中的恭维，记住“最新鲜的食品”这几个词，在心理上将其与该店里的食品联系起来。我们绝不能轻信这种小把戏而上当啊！Publicserviceadvertisements⑪.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublic.PSAsaim©toteachusandhelpusleadbetterlives.OurgovernmentunderstandsthisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwide®publicserviceadvertisingcampaign©in1996,andsincethenvarioustypesofPSAshaveappearedaroundthecountry.Youhaveprobablyseenorheardsomeofthemyourself,suchas,'Yestolife,notodrugs®'andKnowledgechangeslife'.Theseadsdealwith®widespreadsocialconcerns.TherearealsoPSAsthatencouragepeopletosupport©publicserviceprojects,suchasProjectHope.Itsmotto@is"ProjectHope-educatingeverychild'.ThereareevenPSAslQ』eAQhjlS.hQWJQ.liYC.healthy.livgs®.Oneoftheseis,"Whenyousmokecigarettes®,youareslowlykillingyourself.JAlloftheseadsaremeanttobenefit®thepublic,andyoucanoftenlearnalotbyfollowingtheadvicethevgiy^®-Finally,Iwishtotellyouthis:©thinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes©.Whenitcomestoadvertisements®,wemustalluseourintelligence®andnotbeaslave©tothem!©though此处用作副词，意为“然而，不过“，常置于句末。not和表示整体意义的all连用，表示部分否定。Qaim/elm/"&oi.以为目标；瞄准n.目的，目标aimtodo打算做某事；旨在®nationwide/,nelfn'wald/M/.&aQ.全国范围的（地），全国性的（地）worldwide〃切•.全世界范围内的⑭campaign/kaem'peln/〃.运动（为了某种目的而进行的一系列有计划的活动）⑥drug/drAg/机毒品；药，药物⑭dealwith涉及，关于；处理；应付©encouragesb.todosth.鼓励某人做某事⑥motto/mot。。/〃.座右铭；格言，箴言颔toteach…为不定式短语作PSAs的定语，howto…为“疑问词+不定式”作teach的宾语。@cigarette/'slg3ret/儿香烟,卷烟⑪bene行t/benIfIt/".&式.使受益；得益于〃.益处；救济金；奖金benefitfrom从中受益forthebenefitof...为了的利益©theygive是省略了关系代词that或which的定语从句,修饰adviceo因为关系词在从句中作give的宾语，所以可以省略。⑥句中why引导宾语从句，theadsuggests为定语从句,修饰things,theadpromotes为定语从句，修饰productorserviceo国promote/pr3maot/"推广，宣传；促销；促进，推动©whenitcomesto...当涉及,当谈到intenigence/In'telld突ns/〃.智力,才智；情报⑥slave/slelv/机完全受控制的人；奴隶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。公益广告旨在教育我们并帮助我们过上更好的生活。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一些普遍的社会问题。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”o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，遵循这些广告给出的建议，你往往可以学到很多东西。，最后，我想告诉大家：想想你为什么要做广告建议你做的事情，或者为什么要买广告推销的产品或服务。谈及广告，我们都必须运用自己的智慧，不要做广告的奴隶!小题精做——把课文读通Step1Step1Step1Step1ElpieasematchthewordswiththeirpropermoteA.tomakesomeoneagreetodosth.bygivingthemreasonswhytheyshouldcommentB.tostopsomeonefrombeingaffectedbyanillnesscheatC.awrittenorspokenremarkgivinganopinioninnocentD.toaskforinformationoradvicefromsb.becauseitistheirjobtoknowsth..trickE.tohelpsth.tohappenordeveloppersuadeF.anunfairthingyoudotoharmsomeoneorgetanadvantageforyourselfcureG.totreatsomeonedishonestly.consultH.notguiltyofacrimeadvertiseI.feelinghappyaboutsb.benefitJ.theabilitytolearn,understandandthinkinalogicalwayaboutthingsintelligenceK.tobeusefultosb.orimprovetheirlifeinsomewaypleasedL.totellthepublicaboutaproductoraserviceinordertoencouragepeopletobuyortouseit答案：1〜5ECGHF6-10ABDLK11-12JIEDLead-inCanyouthinkaboutagoodsloganforthefollowingadvertisements?1.Shoescanfly!Sodoyourdreams!2.Enjoyyourmusic,enjoyyou】Sony!Protectwater,protectourselves.4.Neverdeletegreen,keepitforever!Step2MWhile-readingElFast-reading.Skimthetextandfindthetwomaintypesofadvertisements.TheyYecommercialadvertisementsandpublicserviceadvertisements(PSAs)..Theauthorwrotethisarticleinordertohelpusgetacomprehensive/thoroughunde】standingofads.Elcareful-reading(I)True(T)orFalse(F).Adsmainlyusewrittenwordstopersuadepeopletobuyaproductorservice.()CommercialadshavemoreeffectonsocietythanPSAs.()Someskilfulmethodsusedincommercialadsarehardtorecognize.()Notalladsarerunfreeofcharge.()NotallPSAsdealwithsocialconcerns.()AnadwarningpeopleagainstsmokingisanexampleofaPSA.()答案：1〜6FFTTTT(II)Choosethebestanswersaccordingtothetext.Whatdoadvertisementsencouragepeopletodo?Tobuysomethingthattheydon*tneed.B・Tobuyaproductorservice,ortobelieveinanidea.Totellpeopletodosomethingbeneficialtothem.Tocheatpeople.WhatarePSAsmeanttodo?Toaskpeopletohelpothers.B,Tomakepeoplethinktheyareuseful.Toeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare.Totellpeoplenottosmoke.WhatisNOTthedifferencebetweenacommercialadvertisementandaPSA?AcommercialadvertisementisonewhichsomeonehaspaidforwhileaPSAisoftenforfree.AcommercialadvertisementpromotesaproductorservicewhileaPSAisintendedtoeducatepeopleaboutissueswhichaffectpublicwelfare.AcommercialadvertisementaimstogainbenefitfromthereceiverswhileaPSAaimstoeducatepeople.AcommercialadvertisementappearsalmosteverywherewhileaPSAonlyappearsonTV.Ifaconsumerdoesn*twanttobuyafalseproduct,heneedsto.believeintheshopkeepers1wordsbeeducatedabouttechniquesusedbyadvertisersandnotblindlyaccepteverythingthatissaidinadvertisementsaccepteverythingthatissaidinadvertisementsD・bargainwiththeshopkeepersWhyshouldwefollowtheadvicein