希望英语(第二版)综合教程2 U4

1、希望英语（第二版）综合教程希望英语（第二版）综合教程 2 2 Unit 4 AdvertisingSpeakingReading AGrammarListeningWritingPresentationReading B & Reading CSpeakingTask 1Task 2Task 3Look at the pictures on Page 50 and list words or phrases about them. Then share your work with others. Speaking Task 1Suggested Words:commercialper

2、suade various shopping decisioneffect poster influence attractive advertisementUse the following sentence patterns and the words or phrases from Task 1 to talk about the pictures on page 50.A. Of all, I likebest.B. The reason is thatSpeaking Task 2Sample Sentences:Of all these advertisements, I like

3、 the one on BMW the best.The reason is that it is simple and easy to remember.Work in pairs. Take turns asking your partner the following questions and make notes. Organize your notes and report to the class using the given paragraph as a model.What types of advertisements do you often see or hear?W

4、hat do you feel about TV advertisements that cut your favorite movie into pieces?How do you view the relationship between advertising and your life?Speaking Task 3Model ReportTina is fond of all kinds of advertisements, particularly TV commercials. For well-made ads, she enjoys the clever use of wor

5、ds, pictures and music. For those that usually make people change channels, she makes fun of them and then points out how to improve them. Her great interest in advertisements makes people believe that she is going to take up advertising as her future job. But she says she is simply trying to accept

6、 advertising as something that we cannot escape from in our life. Reading ATask 2Task 3Task 1TextNew Words and ExpressionsTask 4Task 6Task 7Task 8Task 5Reading A Task 1Give brief answers to the following questions. Then ask your partner about his/her answers and take notes.1.What are some of the pop

7、ular media of advertising today?Suggested Answers:Some of the popular media of advertising today include television, newspapers, radio, the Internet, an outdoor display, handouts, catalogues, etc.Reading A Task 12.Can you list some widely advertised products and brand names ?Suggested Answers:Produc

8、ts:medicines, household appliances, cosmetics, automobiles, food, wines, body-building gadgets, personal hygiene products, etc.Brand names: Chinese: Haier, TCL, Konka, Dynasty, etc.Foreign: Colgate, Wrigley, Coca Cola, Pepsi, Sony, Panasonic, KFC, Kodak, etc.Reading A Task 2 TextAdvertisingOne of th

9、e first known methods of advertising was an outdoor display, usually an eye-catching sign painted on the wall of a building. Researchers have discovered many such signs, for example, in the ruins of ancient Rome and Pompeii. An outdoor advertisement found in Rome offers property for rent, and one fo

10、und painted on a wall in Pompeii calls the attention of travelers to a hotel in another town.1Reading A Task 2 Text In the Middle Ages a simple but effective form of advertising was very popular. Tradespeople paid so-called “town criers” who shouted the praises of the merchants goods. Printed advert

11、ising played no big role until the invention of the printing press by Johannes Gutenberg in 1445. Now the printers and later the merchants used little handouts to advertise their products. These handouts often contained special symbols of the tradespeople and were also used as posters on walls. This

12、 form of advertisement lasted for a very long time.2Reading A Task 2 TextIn terms of volume and technique, advertising made its greatest early advances in the United States of America. In the early times, the nation was underdeveloped and lacked long-distance transportation and communication systems

13、. Thats why advertising across the country was not practical. But clever manufacturers had the idea of reaching the consumer directly through catalogs. So the first American mail-order houses appeared in the early 1870s.3Reading A Task 2 TextIn the 1880s a new age of advertising began. New methods o

14、f manufacturing led to greatly increased output and decreased the costs for the producers of consumer goods. The products now could be packaged at the plant. Moreover, the telegraph network was in place and the continent had been crisscrossed by a network of railroads. 4Reading A Task 2 TextThe most

15、 widely advertised consumer products at this time had been patent medicines. In 1893 more than half of over a hundred firms spending more than fifty thousand dollars annually on advertising were patent medicine manufacturers.5Reading A Task 2 TextBut only 20 years later, most of these firms were not

16、 patent medicine manufacturers any more but manufacturers of food, soap, cosmetics and automobiles. These firms began to market their packaged goods under brand names. Some of the first brands were Colgate, Wrigley and Coca Cola. Previously such everyday household products like milk, sugar, soap, ri

17、ce and candles had been sold in neighborhood shops from bulk packages.6Reading A Task 2 TextIn the 1920s advertisers and their agents had come to realize the radios possibilities. With its appealing programs, radio could convey their message directly to the consumer who would not need to buy a newsp

18、aper or even need to be able to read.7Reading A Task 2 TextIn the 1950s came television which developed fast to be one of the most popular advertising media. Now advertisers could show the use of their products and present well-known people to praise them. 8Reading A Task 2 Text Today advertisers sp

19、end millions of dollars for their campaigns, although they dont always know how effective their advertising dollars really are. Frank Woolworth once said: “I know that half of my advertising budget is wasted. The problem is that I dont know which half.”9Reading A Task 2 Text 广广 告告TextReading A Task

20、2 Text TextReading A Task 2 Text TextReading A Task 2 TextTextReading A Task 2 TextTextReading A Task 2 TextTextReading A Task 2 TextTextReading A Task 2 TextTextReading A Task 2 Text “ “我知道一半的广告预算都被浪费了。我知道一半的广告预算都被浪费了。 问题是我不知道是哪一半。问题是我不知道是哪一半。”TextReading A Task 2 Language Pointsn. show or exhibitT

21、he foods were on display in the shop window.她的绘画正在艺术画廊展出。她的绘画正在艺术画廊展出。 Her paintings are on display at the art gallery. displayTextParagraph 1Reading A Task 2 Language Pointsa. striking and easily noticeable, esp. because it is pleasant to look atThe old man is wearing an eye-catching suit.在大城市，你会看到

22、许多引人注目的招贴在大城市，你会看到许多引人注目的招贴广告。广告。 In big cities you can see many eye-catching posters. eye-catchingTextReading A Task 2 Language Pointsn. remains (of a building or buildings)We picked our way through the ruins of the bombed building.那座古堡现已成为一片瓦砾。那座古堡现已成为一片瓦砾。 The old castle stands in ruins. ruinsTex

23、tReading A Task 2 Language Points The period in European history between about 1100 AD and 1500 AD (or sometimes, in a wider sense, between 500 AD and 1500 AD) the Middle AgesTextParagraph 2Reading A Task 2 Language Points n. words that praise someone or somethingTom is loud in his praises of his ne

24、w car.王婆卖瓜，自卖自夸。王婆卖瓜，自卖自夸。 Every peddler praises his own needles. praisesTextReading A Task 2 Language Points n. function or importance of somebody/ something The local priest played a leading role in settling the dispute.在教学活动中，教师充当导演角色和演员在教学活动中，教师充当导演角色和演员的角色。的角色。In teaching activity, a teacher ac

25、ts roles of director and actor. roleTextReading A Task 2 Language Points n. forward movement; progress Science had made great advances in the last fifty years.他的学习成绩最近有很大的进步。他的学习成绩最近有很大的进步。 He has made great advances in his study lately. advanceTextParagraph 3Reading A Task 2 Language PointsA method

26、 of buying and selling in which the buyer chooses goods at home and orders them from a company which sends them by post The toys are available by mail order from Opi Toys. 在西方，人们常常邮购商品，这可以节省在西方，人们常常邮购商品，这可以节省许多时间。许多时间。In the West, people often buy goods by mail order, which can save a lot of time. m

27、ail orderTextReading A Task 2 Language Pointsbusiness firms dealing in mail-order goods mail-order housesTextReading A Task 2 Language Points in existence and ready to be used The new regulations are now in place.你要将房间的东西各归其位。你要将房间的东西各归其位。 You should put everything in your room in its place. in plac

28、eTextParagraph 4Reading A Task 2 Language Pointsv. to mark with a pattern of crossing linese.g. Train tracks crisscross the country.四线干道纵横交叉布于全国四线干道纵横交叉布于全国。 Four-lane highways crisscross the country. crisscrossTextReading A Task 2 Language Pointsv. to persuade people to buy, esp. by using skills of

29、 advertising If the book is properly marketed, it should sell very well.这个产品在每个欧洲国家都有销售。这个产品在每个欧洲国家都有销售。This product is being marketed in all European countries. marketTextParagraph 6Reading A Task 2 Language Points n. person who acts for, or who manages the business affairs of othersOur agent in Ro

30、me deals with all our Italian business.一般情况下，我们给代理商百分之一的佣一般情况下，我们给代理商百分之一的佣金。金。 Usually a 1% commission is given to our agent. agentTextParagraph 7Reading A Task 2 Language Pointsto begin to do something as a result of time or experienceIn time you may come to like it here.细想一下，他的话有些道理。细想一下，他的话有些道理。

31、 Come to think of it, there is some truth in what he said. come to (do something)TextReading A Task 2 Language Pointsto make (ideas, feelings, etc.) known to another persone.g. I want to convey to children that reading is one of lifes greatest treats. 请转达我对你家人的慰问。请转达我对你家人的慰问。 Please convey my sympat

32、hy to your family. convey something to (to somebody)TextReading A Task 3Read the passage again and fill in the following table. Development of AdvertisingTime FactsIn ancient timesIn the Middle AgesAfter 1445Outdoor displays were used“Town criers” were paid to shout the praises of the merchants good

33、s.Printed advertising started to play a big role. Handouts were used.Reading A Task 3Development of AdvertisingTime FactsIn the early 1870sIn the 1880s In the 1900s The first American mail-order houses appeared so that manufacturers could reach the consumer directly through catalogs.many manufacture

34、rs began to advertise their products.Firms began to market their packaged goods under brand names.Reading A Task 3Development of AdvertisingTime FactsIn the 1900sIn the1920sIn the 1950sFilms began to market their packaged goods under brand names.Radio was used for advertising.Television appeared and

35、 developed fast to be one of the most popular advertising media.Reading A Task 4Fill in the blanks with words or phrases from the reading on Page 53 according to the meaning in the column on the right. The first letters are already given. Then compare with your partner. belonging to times long agoha

36、ve or hold something within itselfoffer something for saletake or carry from one place to another very noticeable, attractivecause something to become smaller or fewerwrap up something in paper or put in a boxproducing the desired resultkept and used in a houseworking or able to be used a_ c_m_c_e_d

37、_p_e_h_i_ p_ ncient ontain arket onvey ye-catching ecrease ackage ffective ouseholdn laceReading A Task 5 Complete the following sentences with words or phrases from Task 4. Change word forms if necessary.1. Their products are always attractively _ and, as a result, sell very well.2. Nowadays many p

38、eople believe that _ Rome and Greece are important sources of learning. 3. His efforts to improve the living conditions of the local people have been very _. 4. This sheet _ a list of questions a patient might ask a doctor. 5. During the economic crisis, the company had to _ the number of its worker

39、s. packageddecreasecontainseffectiveancient6. Every member should do some _ duties to help the family. 7. The railway company extended a branch line in order to _ more goods.8. At present, we need someone to_ our products in Japan.9. Similar laws have been _ in many countries to prevent such a crime

40、. 10. She went to the party in an _ dress, which made her more beautiful. Reading A Task 5householdconveymarketin placeeye-catchingReading A Task 6Complete the following sentences using the following words or phrases plus some words of your own. decrease come to (do) in place in terms of make advanc

41、es1.After several times of failure to pass the exam, Jim _ realize how _.2. You will surely _ in your studies if_.3. Their sales _ from $10,000 to $ 6,000 a day because _.4. _ economic development, East Timor (东帝汶) has a long way to go for _.5. All the equipment has been _ so _.came toimportant it w

42、as to review his lessons regularlymake advancesyou make good use of your spare timedecreasedthey didnt offer satisfactory after-sale serviceIn terms of it was founded only several years agoin place we can start the production very soonReading A Task 71. He came to make trouble, not to help us.2.They

43、 went to New York for business affairs, not for pleasure.Rewrite the following sentences after the models. Model 1:Most of these firms were manufacturers of food, soap, cosmetics and automobiles, not patent medicine manufacturers.Most of these firms were not patent medicine manufacturers but manufac

44、turers of food, soap, cosmetics and automobilesReading A Task 73.Australia is the largest country in Oceania, not the only country in it.4.The most important thing for us to do now is to increase production, not to increase our salary.5.What we care about is what youre doing, not what youre saying.R

45、eading A Task 71. They decided to rest after walking for such a long distance. 2.The Smiths planned to ride to the countryside for the coming weekend. Model 2: In terms of volume and technique, advertising advanced greatly in the United States of America. In terms of volume and technique, advertisin

46、g made its great advances in the United States of America.Reading A Task 73.Some students in our class will visit Hawaii this summer.4.The Trade Union discussed the question of improving working conditions with the management this morning.5.All the members of the committee returned home after the me

47、eting ended.Reading A Task 8Translate the following sentences into English paying attention to the highlighted parts.1.这篇文章里有有一些我们难以理解的句子。2.学生们逐渐逐渐认识到，需要多年的时间才能掌握一门外语。3.就就人口而言而言，华盛顿还不能算是一个大城市。4.我们现在最需要的不是不是许诺，而是而是行动。5.让玛丽高兴的是，她的体重已由去年的65公斤降到降到目前的55公斤。GrammarTask 1Task 2Task 3Grammar Task 1S t u d y

48、t h e following g r a mm a r t i p s for subjunctive mood a n d match t h e m w i t h the senten c e s in the column o n the right. 1. 由without, but for引出的虚拟式2. 由or, otherwise引出的虚拟式3. 由lest, for fear that, fearing that等引出的虚拟式4. 由as if, as though 引出的虚拟式5. 由would rather/would sooner引出的虚拟式A. She gave h

49、im a lot of help, or he would not be so successful now.B. Please remind me lest I should forget.C. I couldnt have passed the piano test without your guidance.D. She treated the boy as if he were her own child.E. I would rather you stayed here for dinner.CABDEGrammar Task 2 Change the following sente

50、nces into subjunctive mood.1. With the help of his teacher, he succeeded in his research work. (but for)2. He regrets that he said too much at the party last night. (would rather/would sooner) 3. She treats us as children. (as if)4. She walked out quietly so a s n o t t o wake up the baby. (lest) 5.

51、 He did not have money so he could not help me. (otherwise) But for the help of his teacher, he could not have succeeded in his research work.He would rather/sooner that he had not said too much at the party last night. She treats us as if we were children.She walked out quietly lest she should wake

52、 up the baby. He did not have money, otherwise he would have helped me. Grammar Task 3Translate the following into English. 1. 1. 我宁愿你这我宁愿你这个月不要个月不要离开本市。离开本市。2. 2. 没有水人类没有水人类就无法生就无法生存。存。3. 3. 当时我很忙当时我很忙, ,要不然我要不然我会参加你会参加你的生日晚的生日晚会的。会的。4. 4. 她把钱藏在她把钱藏在床底下以床底下以防被人发防被人发现。现。5. 5. 她谈起美国她谈起美国就像她去就像她去过那里似过

53、那里似的。的。I would rather you did not leave this city this month.Man could not survive without water. I was busy then, or I would have attended your birthday party. She hid the money under the bed lest it should be discovered. She talked about America as if she had been there.ListeningTask 1Task 2Task 3

54、Task 4Task 5Task 6Task 7Listening Task 1Listen to the five statements twice and write them down.1. These handouts can be used as posters on walls.2. Household products had been sold in neighborhood shops.3. Many manufacturers spent more than $50,000 annually on advertising.4. Radio could convey thei

55、r message directly to consumers.5. These firms began to market their goods under brand names.Listening Task 2 1. A. In the shop. B. On TV. C. In the newspaper. 2. A. He hates that ad. B. Hes full, and doesnt want to watch TV anymore. C. Hes interested in other programs. 3. A. The famous film star us

56、es this shampoo. B. The famous film star does like this shampoo. C. The famous film star might not use this shampoo. 4. A. The man had tried the new product. B. The new product is being advertised. C. A friend told the man about the new product.Listen to the four conversations, and choose the best a

57、nswer for each of the questions you hear.Listening Task 2Script: 1. Man: Darling, the ad for Nokia on TV looks good. Woman: Right, lets have a look in the shop. Q: Where do they learn about Nokia?2. Hugh: Lisa, please switch to another channel; Im fed up with that ad. Lisa: Why? I think its OK. Q: W

58、hy does the man want to change to another channel? 3. Woman: This shampoo should be good, because that famous film star praises it on TV. Man: Do you think she really uses it? Q: What does the man mean?4. Woman: How did you know this new product? Man: I saw it on a poster in the street. Q: What can

59、you infer from the dialog?Listening Task 3Advertising on the WebThe cost of advertising is one of the first considerations in which most business people are interested. Typically _ on a two-inch ad in your local newspaper can run into hundreds of dollars. By comparison, the cost for a web site will

60、be remarkably less. _ bits of information jammed into a couple of inches of space, your web site can include color _ and pages of information! Using most traditional advertising methods, your advertisement _ a relatively small geographic area. For example, in the past people in nearby towns generally le