大学体验英语第二册Unit3课文B

1、UNIT 3 (Passage B)ADVERTISINGOct. 14-18, 2013Week 7Warming UpItalian SpacecraftHow do you understand the word “Spacecraft”? What connotations do you have when you think of it?No One Cares More About Your Image.How do you interpret the word “Image” ? The Uses and Abuses of AdvertisementsLead-in Many

2、products for sale seem to scream at us, “Buy me! Buy me!” Advertising is a big business in our world with many products 1)_ for our attention. Think of the last time you bought clothes. You probably noticed the 2)_ of colors, patterns, fabrics and brands you could 3)_ from. Which kind of soft 4)_ wo

3、uld you like to have today or what kind of computer do you want? Advertisers are skilled in the art of making their products look the best to appeal to our senses. But products arent always what they seem. Sometimes advertising is deceptive and as 5)_, we must be careful about what we choose to buy.

4、 It is important to learn to 6)_ products and identify our purpose in purchasing the things we petingvarietychoosedrinkconsumerscompareLead-inBut the good thing about advertising is that it helps people to 7)_ and refine their choices. In the United States, the Ad Council creates timely public servi

5、ce messages to the nation. Their purpose is to raise awareness of public problems that citizens can 8)_ to. Inspiring ads cause individuals to take action and even save lives. 9)_ in America, for example, has been reduced over the years because of the creative public service advertisements that the

6、council 10)_. “Please, please dont be a litter bug, cause every litter bit hurts.” Many families have taught their children to place litter in the trash can in response to this catchy phrase, which has affected generations as each succeeding generation has taught their children not to litter.make de

7、cisionsrespondPollutionprovidesLead-infor salebe on sale / have a salea clearance saleappeal todeceptiveraise awareness of take actiontrash can 出售减价销售清舱出售吸引欺骗的提高意识采取行动垃圾箱Language Focus - Lead-inTask1Task2Dialogue1Dialogue2SAMPLESCommunicative TasksJohn:Lili, have you seen this public service adverti

8、sement on children in the mountainous regions who are dropping out of school or are unable to attend school because their families cannot afford the tuition?Lili:No, John, I dont believe Ive seen it. Where did you find it?John:In the local newspaper. Apparently its an advertisement by a public servi

9、ce group who is seeking financial assistance and donations to help these children.Lili:I had no idea this problem even existed. I wish there was something we could do to help.John:Well, the advertisement provides a telephone number and an address where donations can be made. I think I know where the

10、 location is; its a large volunteer center. The advertisement says that they are looking for money donations as well as educational books and school supplies.Lili:Ive got quite a few school books left over from a Summer School program that I was enrolled in a few years ago. I would love to donate th

11、em to the children there.John:And I would be willing to donate some money. Why dont you carry the books over to the address?Lili:That sounds great. Im really glad you saw that public service advertisement. It feels good helping others in need.John:Im glad I saw it too. Im sure more people would be w

12、illing to help out if only they knew there was a need.Lili:I agree. Volunteer groups are so important. We need more of these kinds of efforts helping society.Dialogue 1: Talking About a Public Service Advertisement Communicative TasksMichael:I sure feel cheated!Xiaolin:Why? Did somebody take advanta

13、ge of you?Michael:Not really. Its really my own fault. I saw a sales promotion advertisement in the newspaper last week saying that many items at AA Supermarket were going to be marked down 50% over the weekend. So, I got up early Saturday morning and rushed over there first thing and bought several

14、 of the items.Xiaolin:Sounds like you got some great deals! So why do you feel cheated?Michael:I guess I was so caught up in the excitement of getting such a good discount that I didnt bother to notice the expiration dates on some of the products. I bought a large box of milk thinking it would last

15、me the whole week. I just noticed today that it was due to expire tomorrow! What a waste!Xiaolin:I learned the same lesson the hard way myself. Its frustrating, I know.Michael:It makes me so angry to realize that not only did I not save 50%, I lost money because I had to throw the milk away.Xiaolin:

16、Shoppers have to be on guard against those “beautiful traps” of advertising. We think were getting a really good discount when in fact were just getting a lower quality product.Michael:Ill still watch for discounts, but Im going to make sure I always check the expiration dates from now on.Xiaolin:Th

17、ats what I do.Dialogue 2: Talking About a Sales Advertisement Communicative TasksBrian and Xiaohong talk about an environmental protection advertisement in which the citizens are requested to sort out the useful wastes and put them in three slots blue slot for paper, yellow for aluminium cans, and b

18、rown for plastic bottles. They think it a good idea to dispose of the wastes.Brian, who comments on an environmental protection advertisement about west disposal.ReferenceSituation 1Communicative TasksRoleARoleBRoleARoleBBrian and Xiaohong talk about an environmental protection advertisement in whic

19、h the citizens are requested to sort out the useful wastes and put them in three slots blue slot for paper, yellow for aluminium cans, and brown for plastic bottles. They think it a good idea to dispose of the wastes.Xiaohong, who also contributes his/her idea on the same advertisement.ReferenceComm

20、unicative TasksSituation 1Brian: I received an advertisement in the mail today about sorting waste products to help protect the environment.Xiaohong:I received it too. It sure sounds like a good idea sorting out items that can be recycled, like paper, aluminium cans and plastic bottles.Brian: Ive al

21、ready seen the three slots that the advertisement said we should use: a blue slot for paper, yellow for aluminium cans, and brown for plastic bottles.Xiaohong:Do you think were supposed to rinse out the cans and bottles before we put them in the slots?Task 1Communicative TasksBrian:The ad didnt say,

22、 but I think its a good idea since the items are going to be recycled. Well, at least thats what I plan to do.Xiaohong:Me too. Do you think other citizens will bother with this program?Brian:I certainly hope so. Everyone should be able to recognize the importance of protecting the environment.Xiaoho

23、ng:Youre right. Recycling these kinds of items should drastically reduce the amount of land used for waste disposal.Brian:Lets hope everyone else sees this advertisement and starts recycling today!Task 1Communicative TasksRoleARoleBVictor saw an advertisement saying “Clearance Sale” in front of XYZ

24、fashion shop. He paid 30 yuan for two T-shirts, but they shrank to childrens size after being washed only once. His friend Lili reminded him to be always careful about the so-called “price cutting” and not to be misled by the beautiful lies in the ad.Victor, who bought two T-shirts for the “Clearanc

25、e Sale” advertisement while the shirts shrank to childrens size after being washed only once.ReferenceSituation 2Communicative TasksVictor saw an advertisement saying “Clearance Sale” in front of XYZ fashion shop. He paid 30 yuan for two T-shirts, but they shrank to childrens size after being washed

26、 only once. His friend Lili reminded him to be always careful about the so-called “price cutting” and not to be misled by the beautiful lies in the ad.Lili, who suggests Victor to be careful about the beautiful lies in the ad.ReferenceCommunicative TasksSituation 2RoleARoleBVictor:Im never going to

27、shop at XYZ Fashion Shop again!Lili: Its not one of my favorite stores either. What happened to you there?Victor:They were advertising a “Clearance Sale” in front of the shop and I bought two T-shirts for 30 yuan. The problem is, the shirts shrank to childrens size after being washed only once!Lili:

28、Did the shirts have laundry instructions on them?Victor:Yes, and I followed them exactly. Talk about cheap merchandise!Lili:Did you try and get your money back from the store?Victor:Yes, but they said they dont guarantee their products. Im never shopping there again!Task 2Communicative TasksLili:Tha

29、ts why XYZ Fashion Shop is not a store I will shop at either. There are other better quality stores that will refund your money if there is a problem with one of their products. Its just not worth taking a chance when stores use so-called “price cutting” techniques to mislead shoppers into buying po

30、or quality products.Victor:Yeah, misleading with their beautiful advertising lies!Lili:If enough people become aware of their poor quality, and their lies in advertising, the store will not be able to stay in business because no one will shop there.Victor:I hope youre right. Stores like that should

31、not be in business!Task 2Communicative Taskspublic service advertisementattend schooldrop out of schoolapparentlyseek financial assistancevolunteer groupdonation/donateI have no ideaWhy dont you公益广告上学辍学显而易见寻求经济援助志愿者组织捐助我不知道为什么不Language Focus Dialogue Sample 1take advantage ofsale promotion adsexpira

32、tion datebe due to expire tomorrowlearn the lessonbe on guard againstget a discountlow / poor quality productclearance saletrap of advertisingIts really not my fault.Sounds likeThe items are marked down 50%.利用促销广告保质期至保质期到明天吸取教训警惕打折购买质次产品清仓甩卖广告陷阱不是我的错。似乎这些商品半价销售。Language Focus Dialogue Sample 2Text S

33、tructureContent AwarenessContent Awarenessjob vacancieshome servicesLife partnersannouncements of births and deathssecond-hand houses & carsnew productsContent Awareness_ 1 Advertisements contribute financially to most magazines. _ 2 Advertisements of cigarettes are not seen any more nowadays. _ 3We

34、 may turn mentally numbed by continuous advertising. _ 4 Keeping a cold mind may prevent people from being taken in by advertisements. _ 5 We can escape the onslaught of advertisements if we want to. TFTTFContent AwarenessContent Awareness Para 2 The uses of advertisements are _. Large companies dep

35、end_ on advertisements to make their products known to the consumers. These companies play a major role in the development of sports in our country. Without them acting as _ we would not be able to _ international sporting events. Most magazines and periodicals _ because of advertisements. The peopl

36、e or firms that advertise provide the necessary finance to keep these magazines _. Both parties benefit. The publishers get to carry on their business and the advertisers get to sell their products. However some magazines seem to lose their _ purpose after a while because they have too many advertis

37、ements.undisputedheavilysponsorsstagesurviverunningoriginalContent Awareness Para 7Besides giving us a mental _ they _ numb and abuse our minds until we watch them without actually seeing and hear their _without actually listening. It would certainly be for the good of all viewers if the advertisers

38、 cut down on their advertisements and only advertise _. Presently advertisement on television is based on hard-selling and relentless _on the viewers.joltmethodicallychatterdiscreetlyassaultReading SkillsReading meaning clusters is one of the techniques for increasing reading speed. It means that wh

39、en you read, try not to think of a sentence as a string of single words. Instead, think of it as several word clusters, or phrases. In other words, try to move your eyes cluster by cluster, not from word to word. In this way you will read faster.Ex. 16Reading SkillsThe United Negro College Fund has

40、been reminding Americans that “A Mind is a Terrible Thing to Waste,” since 1972.Ex. 16/Reading SkillsThe War Advertising Council, a private, non-profit organization, was founded to rally support for World War II-related efforts.The Ad Councils mission is to identify a select number of significant pu

41、blic issues and stimulate action on those issues through communications programs that make a measurable difference in our society.In 1995, to maximize the impact of all of the campaigns, The Ad Councils Board of Directors voted unanimously to adopt a new, ten-year initiative to help Americans who ca

42、nt speak for themselves our children./Ex. 16/Reading SkillsThe Ad Councils pledge is to remain committed and vigilant in establishing a foothold for public service advertising in a rapidly changing media landscape.These new messages are designed to inform, inspire and involve all Americans to partic

43、ipate in activities that will strengthen the nation and help win the war on terrorism./Ex. 16/Conjunctions and Connective WordsWe sometimes wish to join short, choppy sentences to form longer sentences. One way to join two ideas is to use a coordinating conjunction and a comma.General WritingEx. 18E

44、ach of the following thoughts is complete by itself, but you can join two of them together to make more interesting sentences. Combine these thoughts into pairs, using and, but, yet, for, so, and or, and write six new sentences on the lines below. Punctuate correctly.General WritingEx. 18General Wri

45、tingEx. 18Teeth fascinate him, so Jack has decided to become a dentist.General WritingEx. 18He will rent a small apartment by himself, or he will get a large place with a friend.General WritingEx. 18Since the 1840s, American women had fought for the right to vote, yet they did not win that right unt

46、il 1920General WritingEx. 18A curious crowd gathered on the sidewalk, and live models danced in the store window.General WritingEx. 18They are the best pool players on the block, but they cant beat my cousin from Cleveland.General WritingEx. 18The ancient Chinese valued peaches, for they believed th

47、at eating peaches made a person immortal.General WritingEx. 18The trip was fine, and I learned a great deal from it.The television picture is blurred, but we will watch the football game anyway.She wants to practice her Italian, so she is going to Italy for the entire summer.Coordinating Conjunction

48、s: and, but, yet, for, so, orGeneral WritingWe can also use a special kind of adverb to join ideas. This special kind of adverb is called a conjunctive adverb because it is partly a conjunction and partly an adverb. A conjunctive adverb joins ideas together in an emphatic way. It is used with a semi

49、colon when both ideas are independent and can stand alone.Common Conjunctive Adverbs: furthermore, however, nevertheless, thereforeConjunctive AdverbsGeneral WritingHe received an A on his term paper; furthermore, the instructor exempted him from the final.He rarely seems to study; nevertheless, he

50、always gets As.ExamplesGeneral WritingEx. 19My parents may not have had much formal education; nevertheless, _.Thomas is afraid of the dark; therefore, _.On the morning of the test, I awoke with chills and a fever; however, _.I refuse to wear those red cowboy boots again; furthermore, _.The days are

51、 getting longer; therefore, _.they are interesting, articulate people.General WritingEx. 19he sleeps with a light on in his room.I took the test and got an A.I wont wear the ten-gallon hat.we can stay later at the park.ProsConsVSCommercial advertisements are more a blessing than a curse. Debate Voca

52、bulary (Ex. 13)Phrases (Ex. 14)Translation (Ex. 15)Language Focus1. If you agree to be our sales agent, we will allow you a good discount as part of the _. bargainabuse reveal economical sponsor stagediscard authority eliminate destructive bargain2.On no account should we _ our fine traditions and s

53、tyles of work. discardEx. 13Fill in the blanks with the words given below. Change the form where necessary.3.The pop singer cancelled his concert scheduled for tonight because the _ cannot pay him the money he asked for. sponsor 4.The curtains opened, to _ a darkened stage.reveal abuse reveal econom

54、ical sponsor stagediscard authority eliminate destructive bargainEx. 13Fill in the blanks with the words given below. Change the form where necessary.5.Severe damage witnessed the _ force of the storm.destructive 6.The mother could not _ her amusement at the boys mistake. abuses abuse reveal economi

55、cal sponsor stagediscard authority eliminate destructive bargainEx. 13Fill in the blanks with the words given below. Change the form where necessary.7.The _ showed no signs of giving in to the kidnapers demands. authorities8.Engineers are forever seeking more _ methods of solving problems. economica

56、labuse reveal economical sponsor stagediscard authority eliminate destructive bargainEx. 13Fill in the blanks with the words given below. Change the form where necessary.9.The protest was a well-planned and carefully _ affair. staged 10. If you think you may be allergic to a food or drink, _ it from

57、 your diet. eliminateabuse reveal economical sponsor stagediscard authority eliminate destructive bargainEx. 13Fill in the blanks with the words given below. Change the form where necessary.1.Hes disorganized, inefficient, never there when you want him _, the man is hopeless. In short2.Read over you

58、r composition and _ every sentence that is not related to the subject. weed outEx. 14Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.3.In his job, he _ different people. comes in contact with4.We can no longer claim ignorance about the e

59、ffects of pollution or continue to _ it. turn a blind eye toEx. 14Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.5.Dont _ by his charming manner; hes completely a cruel man. be taken inEx. 14Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.1.儿子的死让老妇人变得麻木痴呆了