高中英语译林版必修4Unit1Section1

“Advertisingisaformofmercialmassmunicationdesignedtopromotethesaleofaproductorservice,oramessageonbehalfofaninstitution,anorganization,oracandidateforpoliticaloffice.”Advertisingcanbelookedatfromvariousperspectives.Asthequoteabovestates,itspurposeistoincreasethenumberofarticlesorproductssold.Thesearenotonlythingswecanbuyindifferentstores,forexampleclothingorsuppliesforourdailylife,butalsosuchsimplethingsasamessageplacedbyaninstitutionororganizationaskingfortheattentionofthepublictoraisemoneyortomakethemawareofaproblem,suchasanti­smokingads.Evenpoliticalpartiesuseadvertisementsandmercialstostatetheopinionoftheircandidates.Advertisingbecamebigbusinessinthe20thcentury,offeringmanydifferentjobsinadvertisingagenciesandthemarketingsection.Theuseofthemedia,likenewspapers,television,theradio,magazines,outdoorsignsandofcoursetheInternetmakesthisgrowthpossible.Itisaformoftransportinginformationtotheconsumer,anditdoesnotonlyhavepositivesides.Therearemanycriticalaspectsaboutit,likepersuadingpeopleintodoingunhealthythingsorproducingspecialstereotypeseverybodytriestofollow.However,advertisinghasbeeinternational,sinceproducersandpaniestrytoselltheirproductsonaglobalizedmarketinalmosteverycorneroftheworld.,[阅读障碍词]1．candidaten．候选人，候补人2．criticaladj.批评(性)的；极为重要的，关键的3．stereotypen．模式化的形象Pleasematchthewordswiththeirpropermeanings.1．promoteA．makesomeoneagreetodosth.bygivingthemreasonswhytheyshould2．mentB．stopsomeonefrombeingaffectedbyanillness3．cheatC．awrittenorspokenremarkgivinganopinion4．innocentD．askforinformationoradvicefromsb.becauseitistheirjobtoknowsth.5．trickE．tohelpsellaproduct,service,etc.ormakeitmorepopular,forexamplebyadvertising6．persuadeF．anunfairthingyoudotoharmsomeoneorgetanadvantageforyourself7．cureG．treatsomeonedishonestly8．consultH．notguiltyofacrime答案：1～5ECGHF6～8ABDCanyouthinkofagoodsloganforeachad?答案：1.Neverdeletegreen,keepitforever!2．Taiwan,China!Ⅰ.Fast­reading1．Skimthetextandthenweknowthattherearetwomaintypesofadvertisements.They'remercial_advertisements_and_public_service_advertisements_(PSAs)．2．Theauthorwrotethisarticleinordertohelp_us_get_a_prehensive/thorough_understanding_of_ads.Ⅱ.Careful­reading(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▲Benotfreefor(3)advertisingaproductorservice.▲Useskilfulmethodstopromotethings.▲Playtricksonpeopleandoftendon'ttellpeople(4)the_truth.▲Be(5)free_of_chargetoeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare.▲Usesomeofthesamemethodsincludingattractivepicturesandcleverlanguagetoservethepublic.▲Aimtoteachusandhelpusto(6)lead_better_lives.▲Be(7)beneficial_tothepublicinsteadoffoolingthem.(8)Examples▲Bright­Teethfightsbadbreath!▲Youareproudofyourcooking,soshouldn'tyoubuytheveryfreshestfood？▲Yestolife,notodrugs.▲Knowledgechangeslife.▲ProjectHope—educatingeverychild.▲Whenyousmokecigarettes,youareslowlykillingyourself.Conclusion▲Wemustnotfallformercialads.▲(9)Think_twicebeforeyoutakeactiontobuythepromotedproductorservice.▲Weshouldbe(10)intelligent/clever/bright/smartwhenfacingadvertisements.Ⅲ.Study­readingAnalyzethefollowingdifficultsentencesinthetext.1．Wearesousedtothemthatweoftendonotevenrealizehowmanyweseeandhearinaday.[句式分析][尝试翻译]我们对广告太习以为常了，甚至常常意识不到一天当中能看到和听到多少广告。2．Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicement,rememberthewords‘freshestfood’，andmakeamentalconnectionwiththefoodinthegrocery.[句式分析][尝试翻译]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。3．Finally,Iwishtotellyouthis:thinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes.[句式分析][尝试翻译]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。Ⅳ.Post­readingFillintheblanksaccordingtothetext.Therearetwomaintypesofadvertisements—①mercialadvertisementsand②publicserviceadvertisements.Theformerisonewhichsomeonehas③paidfortoadvertiseaproductorservice.Althoughwehavelawsto④protectusfromadsthatcheatpeople,westillmustbe⑤awareoftheskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.Wemustnot⑥fallforthiskindoftrick！Thelatterisonethattheyareplacedforfreeandmeantto⑦educatepeopletobelieveinanideawhichaffectspublicwelfare.PSAsdealwithlargesocialproblemsandaremadeto⑧servethepublic.Theyalsoteachushowtolivebetterlives.Althoughnotalladsplay⑨tricksonus,wemustalluseour⑩intelligenceandnotbeaslavetothem.eq\a\vs4\al([课文对译])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,‘Bright­Teethfightsbadbreath！’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！广告如今，广告随处可见。对广告我们太习以为常了，我们甚至常常意识不到一天当中能看到和听到多少广告。我对广告做了一些研究，这里有