牛津英语模块四课文原文

牛津英语模块四课文原文牛津英语模块四课文原文牛津英语模块四课文原文资料仅供参考文件编号：2022年4月牛津英语模块四课文原文版本号：A修改号：1页次：1.0审核：批准:发布日期：Unit1ReadingNowadays,wecanfindadvertisementsalmostwhereverwego.Wearesousedtothemthatweoftendonotevenrealizehowmanyweseeandhearinaday.Ididsomeresearchonadvertisements,andhavesomeveryimportantinformationtosharewithyou.WhatisanadvertisementAnadvertisementuseswordsandpicturestopersuadepeopletobuyaproductorservice,ortobelieveinanidea.Newspapers,magazines,theInternet,radioandtelevisionarethemostcommonplacestofindthem.Therearetwomaintypesofadvertisements—commercialadvertisementsandpublicserviceadvertisements(PSAs).Acommercialadvertisementisonewhichsomeonehaspaidfortoadvertiseaproductorservice.PSAsareoftenrunforfree,andaremeanttoeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare.Doesanadvertisementtellpeoplethecompletetruth?

Therearelawstoprotectpeoplefromadvertisementsthatcheatpeople.However,westillmustbeawareoftheskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.Onetoothpasteaddeclares,'Bright-Teethfightsbadbreath!'Thisstatementtriestofoolyouintoassumingthatthetoothpastecuresbadbreath,yetitdoesnotsaythat!Allitsaysisthatitfightsit,andthatisnotthesamethingatall.Onegrocerytellscustomers,'Youareproudofyourcooking,soshouldn’tyoubuytheveryfreshestfood'Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicecomment,rememberthewords‘freshestfood1,andmakeamentalconnectionwiththefoodinthegrocery.Wemustnotfall25forthiskindoftrick!PublicserviceadvertisementsNotalladsplaytricksonusthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublic.PSAsaimtoteachusandhelpusleadbetterlives.Ourgovernmentunderstands30thisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwidepublicserviceadvertisingcampaignin1996,andsincethenvarioustypesofPSAshaveappearedaroundthecountry.Youhaveprobablyseenorheardsomeofthemyourself,suchas,‘Yestolife,notodrugs'and‘Knowledgechangeslife，.Theseadsdealwithwidespreadsocialconcerns.TherearealsoPSAsthat35encouragepeopletosupportpublicserviceprojects,suchasProjectHope.ItsmottoisProjectHope—educatingeverychild'.ThereareevenPSAstoteachushowtolivehealthylives.Oneoftheseis,'Whenyousmokecigarettes,youareslowlykillingyourself.’Alloftheseadsaremeanttobenefitthepublic,andyoucanoftenlearnalotbyfollowingtheadvicetheygive.Finally,Iwishtotellyouthis:thinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes.Whenitcomestoadvertisements,wemustalluseourintelligenceandnotbeaslavetothem!Unit1ProjectHowdoyoubuildanadcampaign?Unlikeasingleadvertisement,anadcampaignisaplannedprogrammeofadvertisementsusingvariouskindsofadstoreachacertainaudience.Whenyoustartasuccessfuladcampaign,youmusthaveaclearaimandanaudienceinmind.Itisimportanttofigureoutexactlywhatyouwanttotelltheaudienceandwhatyouaretryingtogetthemtodo.Inanadcampaignyou.mayneedtoemploydifferentkindsofmedia,includingposters,newspapers,magazines,radioandtelevision.Therearethreemajorquestionsyoumustfirstconsider:1.Whoistheaudienceforyouradcampaign?

Thepeopleyouwanttoreachareyourtargetaudience.Inordertodetermineyouraudience,youwillneedtodoalittleresearchandanalysisinadvance.Youwillneedtoexplorewhattheaudiencealreadythinks.Itisveryimportanttoknowyouraudiencesoyoucancreatetherightmessagefortherightpeople.2.Whatdoyouwantyouradcampaigntosay?

Afteryouhavedecidedwhoyouraudienceis,itistimetodecidewhatyouwanttheaudiencetoknoworthinkabout.Itisimportanttoalwaystrytoappealtotheaudienceinordertogetthemtoreactinacertainway.Youcangatherthisinformationfromyourresearch.Whenplanningapublicwelfarecampaign,youmaywanttoaskyourself:• Whatdoesmyaudiencealreadyknowaboutthisproblem?• Whataspectsofthisproblemwouldtheycareaboutorbeconcernedwith?• Istheresomehistorybehindtheproblemthattheywouldbeinterestedin?• Howdoestheproblempersonallyaffecttheirlives?3.Howdoyoureachyouraudience?

Therearelotsofdifferentwaystogetyourmessageacrosswhenyouareputtingtogetheranadcampaign.Youmustdecidewhat,approachyouwanttouse.Thisdecisionshoulddependmainlyonyourtargetaudienceandwhichkindsofadsreachthatgroupbest，Anti-smokingadcampaignEveryyearmillionsofpeoplearoundtheworlddieduetosmoking.EverypocketofcontainspoisonouschemicalsthatcanresultinlungCancerandheartdisease.Thiscostscountriesalotofmoneyandcausesgreatdamagetothewelfareofthepeople.TherearehugenumbersofsmokersinAsia,Thisiswhywehavechosenanti-smokingasthesubjectofouradcampaign.Thetargetaudienceishigh-schoolteenagers.Ourmainaimistodiscourageyoungpeoplefromsmoking.Ourresearchshowsthatyoungpeoplecareabouttheirhealthandfuture.Wewilleducatethemaboutthebadphysicaleffectsofsmokingandhowsmokingaffectsthosepeoplearoundthem.Wewillexplainalltheadvantagesofnotsmoking,suchassavingmoneywhichcanthenbespentonotherthings.Ourinterviewsalsoindicatethatyoungpeopleareconcernedaboutwhatiscoolandwhattheirfriendslike.Wewillshowhowsmokingisnotcoolorattractive,becauseitmakespeoplesmellterrible,andgivesthembadteeth,skinandfingernails.Ifwecanconvinceyoungpeoplenottostart,theymightthenurgetheirparentsandotherpeopletogiveupsmoking,too.Ourcampaignwillstarton31May,WorldNoTobaccoDay.Wewillputlargepostersaroundtheschoolwithourlogoandslogan.Ourwebsitewillprovidestudentswithmoreinformationaboutsmoking.Wewillalsopublishanarticleintheschoolmagazineinformingstudentsaboutthedangersofsmoking,andwewillorganizeanessaycompetitionaswell.Ourslogan:Smokingkills!Manypeoplethinkthatsmokingiscoolorenjoyable,buttheyarenotfullyawareofthedamagethatitdoestotheirhealth.Thisiswhywechoosethispictureasourlogo.Wewanttoshockpeopleintorealizingthatmanysmokersdiealltoosoonfromillnessesanddiseasesrelatedtosmoking.Unit2ReadingTheOlympicGamesGoodafternoon,studentsandteachers.AsamemberoftheInternationalOlympicCommittee,IamdelightedtohavebeeninvitedtoyourschooltotalktoyouaboutthehistoryandsignificanceoftheOlympicGames.I'llsharesomeinterestingfactsandstorieswithyou,andthenwe'llhavetimeforquestions.DoyouknowwhentheancientOlympicGamesbeganItwasintheyear776BC.TheywereheldatOlympiainGreeceeveryfouryears,foralmost12centuries,untilAD394.SomeofthesportsfromtheancientOlympicsarestillseentoday,suchasthelongjump,wrestlingandrunning.AttheancientOlympics,bytraditiontheathleteswereallmenandtheyhadtocompetewearingnoclothes.Singlewomenwereallowedtotakepartintheirowncompetition,ataseparatefestivalinhonourofHera,thewifeoftheGreekgodZeus.Today,bothmaleandfemaleathletesfromaroundtheworldcantakepart,nomatterwhatnationtheycomefrom.ThecontemporaryOlympicswerefirstheldin1896,inAthens.ItwasaFrenchman,PierredeCoubertin,whobroughttheOlympicsbacktolife.HedreamtthattheOlympicswouldmakeitpossibleforpeopleofallcountriestolivesidebysideinpeace.NowpeopleallovertheworldarehelpingtorealizethisdrDidyouknowthatperhapsthemostfamousboxerofalltimefirstcametopublicattentionduringthe1960RomeOlympicsHewonthegoldmedalfortheUSA,underhisbirthnameCassiusClay.Afterwards,thisyoungmanwentontowintheWorldHeavyweightBoxingChampionshipin1964andlaterchangedhisnametotheoneweallknow,MuhammadAli.HereturnedtotheOlympicGamesinAtlantain1996tolighttheOlympicflameattheopeningceremony.AnothersportsstarIwouldliketomentionisMichaelJordan.EveryoneknowsofhissuccessintheNBA,butdoyouknowthathehelpedtheUSAbasketballteamwinthegoldmedalatthe1984LosAngelesOlympics

JordanalsoreturnedtotheOlympicsaftermanyyears,butunlikeMuhammadAli,hewasstillcompetingformedals.Atthe1992BarcelonaOlympics,JordanwonhissecondOlympicgoldmedalasamemberoftheso-called'DreamTeam'.ChineseathleteshavealsomadeimportantcontributionstotheOlympicGames.Atthe1984LosAngelesOlympics,thePeople'sRepublicofChinareturnedtotheOlympicsafter32years'absence.IamsurethewholeofChinamusthavefeltproudwhenXuHaifengwonthefirstgoldmedalforhiscountry.DengYaping,whowonfourOlympicgoldmedalsin1992and1996,isperhapsthegreatestfemaletabletennisplayertheworldhaseverseen.Atthe2004AthensOlympicGames,LiuXiangexcitedpeoplealloverAsiawhenhebecamethefirstAsiantowinthegoldmedalinthemen's110-metrehurdles.TheChineseledthewayatthe2008BeijingOlympics,winning51goldmedals.Forthefirsttimeinhistory,theChinesewomen'sgymnasticsteamwonthegoldmedal.However,theathletethatsomepeopleremembermostwasZhangNing,aformerbadmintonchampion.Attheageof33,shewasmucholderthantheotherplayers.Yet,shehungontowinthegoldmedalinthefinalmatch.ThesearesomeoftheOlympicathleteswhohavebroughtjoytopeopleacrosstheworldwiththeirattemptstopushtheboundariesofhumanachievement.WearelookingforwardtoseeingmoreoftheminfutureOlympicGames.JoinmeinwishingtheOlympicMovementasuccessfulfuturetomatchitspastglory.Thankyou.Now,arethereanyquestions?

Unit2ProjectHowdoesasportentertheOlympics?EnteringasportintotheOlympicscanbealongprocess.TherearemanyrequirementsthatmustbemetbeforeasportcanbeconsideredbytheInternationalOlympicCommittee(IOC).First,asportmusthaveitsowninternationalassociation.Next,itmustbepractisedbymeninatleast75countriesonatleastfourcontinents,orpractisedbywomeninatleast40countriesandonthreecontinents.That'snotall.Inorderforanewsporttobeadded,anothersportmustbedropped.ThishelpstheIOCkeeptheOlympics,budgetundercontrol.Whichonesareout?SomesportsthatwerepartoftheOlympicsinthepasthavebeenremoved.Theseincludefamiliarsports,suchasbaseball,aswellasmoreunusualsports,suchaspowerboating.Thesesportswerejudgedtohavebecomelesspopular,andhadtomakewayfornewsportswhicharemorepopular.Whichonesarein?Somesportshavebeenadded,suchastaekwondo,whichwasfirstincludedintheOlympicsin2000.TheIOCisplanningtochangesomeofthesportsinthenextfewyears.In2016,rugbyandgolf,whichwereearlierplayedattheOlympicsandthendropped,willbeincludedagain,astheyarenowverypopularandareplayedallaroundtheworld.Whichonesarestilltrying?WushuisstillapplyingtogetintotheOlympics.TheIOChasstillnotapprovedthesportduetotheconcernaboutthebalanceofsports—therearealreadymanyothersportsintheOlympicsthatareconnectedwithfighting,suchastaekwondoandboxing.However,theIOCisconsideringchangingthenumberandtypeofOlympicsportsinthefuture,soWushufansmayfinallygetwhattheyarehopingfor.Winningisn’teverythingItwasneartheendofthefootballmatch,andneitherteamhadscored.ThecaptainoftheEaglespassedtheballtoateammate,andthenrandownneartheKangaroos'goal.Histeammatepassedtheballbacktohim,butthetshotwastoohigh.TheEagles'captainknockedtheballtothegroundwithhishand,andthenkickeditandscored.Therefereeblewthewhistle;thematchwasoverandtheEagleshadwon.Ofcourse,thegoalshouldnothave,counted.However,nowitwastoolate.Later,areporteraskedtheEagles'captainwhathadhappened.'Wewon,andthatisallthatmatters,'thecaptainsaid.TheKangarooswereoutofthetournament,whiletheEaglescontinuedon.However,withtherefereesnowkeepingaclosewatchontheEagles,theystruggledandlosttheirnextmatch.Afterwards,theycomplainedthattherefereeshadbeenunfair.TheEagleswenthomeangryandbitterbecausetheydidnotwinthetournament.Meanwhile,theKangarooswenthomeandtrainedharderthanbefore.Inthenexttournament,theKangaroosdefeatedtheEaglesbyascoreof5to1.TheywentontothefinalmatchagainsttheBears.Thematchwastied\withminutestogo.TheKangaroos'captainwasneartheBears'goal.Ateammatepassedtheballtohim,andbyaccidentithithishand.TheKangaroos'captainstoppedthematchandlettheBearshavetheball.Withinminutes,theBearsscoredandwon.Later,areporteraskedtheKangaroos'captainwhathadhappened.'Theywon,’thecaptainsaid.‘Theywerethebetterteam,’TheKangarooswenthomeproudthattheyhaddonetheirbest.ManyoftheKangaroos'playersbecamefriendswiththeplayersontheBears,teamfortherestoftheirlives.Indefeat,theKangaroosfoundsomethingmorepreciousthanvictory—theyfoundfriendship,honourandrespect.Unit3ReadingNotjustwatchingafilm•••RealCine—virtualrealityforeveryoneThispresentationwillgiveyousomeinformationaboutRealCine:howitworks,whyitisbetterthanafilm,andhowitcanbeusedinotherways.TheRealCineexperiencewillamazeyou,andyouwillagreethatthisisanextraordinarytechnologythatdeservestobedevelopedfurther.ThetechnologybehindRealCineisvirtualreality(VR).Unlikeafilm,whereapassiveaudiencewatchesandhearswhatishappeningonascreen,RealCineputsyouintotheactionandconnectswithyoursensesofsight,hearing,smellandtouchinanactiveway.ImaginethataVRuser'goes'sightseeingintheHimalayas.NotonlywillheorshefeeleverystepofclimbingMountQomolangma,buttheuserwillalsoexperiencethecold,smells,sightsandsoundsofthesurroundingenvironment;heorshewillenjoyafeelingofhappinessandasenseofachievementuponreachingthetop.RealCineworksbymakingtheusersfeelthattheyarereallyinanewworld---aworldthatdoesnotexistexceptinacomputerprogram.Toachievethis,specialVRheadsetsaredesignedtoallowtheuserstoseein3-Dandhearthesoundallaroundthem.Themovementsoftheheadsetindicatethedirectioninwhichtheuserwantstogo.Theuseralsowearsspecialglovessoheorshecan'touch'thepeopleandobjectsthatheorshesees.ToaddtothevirtualworldofRealCine,theheadsetsevenhavesmallopeningsthatgiveoutsmellstomatchtheenvironment.BoththeheadsetsandtheglovesareconnectedtoacomputernetworkintheVRstudio.InscientificstudiesithasbeenshownthatVRcanbeagoodtreatmentforpeoplewhohavesocialproblems.Inonecase,ateenagerwhowasafraidoftalkingandplayingwithhisschoolmateswastreatedwithVR.IntheworldcreatedbyRealCine,hebecamethecaptainoftheBrazilianfootballteamandscoredthewinninggoalinaWorldCupfinal.Thisencouragedhimtobecomemoreconfidentaroundothers.AnargumenthasbeenputforwardthatsomeuserswillbedisappointedbyRealCinebecauseVRisnotreal.However,withVRweareabletodothingsthatcouldneverbeachievedinreallife.Forexample,withtheaidofRealCine,aseventy-year-oldgrandfatherrecentlytookatriptoAfrica.Inreality,heisdisabledandcannolongerwalk,buthewasabletoseeandtouchalionwhilestillintheconvenienceoftheVRstudio.Besidesthis,VRcanbeusedtopractiseskillsinasecureenvironmentthatotherwisewouldbequitedangerous.Forexample,firefighterscoulduseRealCinetotrainsafely,withouttheriskofgettinginjuredinaburningbuilding.Itcouldbeusedinclassaswell.Teacherscouldbringhistoryalivebyplacingstudentsinanancienttown,ortheycouldteachbiologybyallowingstudentstoexperiencetheworldasawhaleorasquirrel.Finally,RealCineprovidesfantastictechnologyforurbanplanning.Engineerscanenterthedesignofaneighbourhoodintoacomputer,andthenuseVRto'walk'aroundtheneighbourhood,seehowitlooksandmakechangesbefore|constructioniscarriedout.Thiskindofurbanplanningisinthelongtermcheaperandmorepractical,comparedwiththewaymosturbanplanningisdonetoday.Irecommendthegovernmentusethetechnologyinthefutureplanningofthiscity.Unit3ProjectJourneytothecentreoftheearthIn1863,ProfessorOttoLindenbrockfoundasecretmessageinanoldbookhehadrecentlybought.ThemessagespokeofatriptothecentreoftheEarththroughavolcanoinIceland.Immediately,hegothisthingspackedandwenttoIceland,forcinghisnephewAxeltogowithhim.InIceland,theProfessorhiredaguidenamedHans.Whenthethreeofthemreachedthevolcano,theyjourneyedundergroundthroughasmallcave.Aftermanydays,theycametoavastroomwithalargeoceaninside.Ontheshoresofthisocean,therewasaforestandhugemushrooms.Highabove,theskywasfilledwithgasthatgaveofflightlikethesun.Thethreemenbuiltasmallboatandsetsail.Allofasudden,twodinosaursrosetothesurfaceandbegantofighteachother.Thesmallboatwasalmostsunkbythedinosaursbeforetheywereabletogetaway.Theysailedtoshoreandexploredtheforest.Theycameacrosshugeinsectsandmanystrangecreatures.Astheywerewanderingaround,theynoticedamansittingagainstatreeinthedistance—hewasatleastfourmetrestall.Themenbecameafraid,andranbacktotheboat.Theysetsailagain,andsawwhatlookedlikeanexit,butitwasblockedbyrockswhichhadfallendownfromtheceiling.Theymadeabombtoblowuptherocks.Afterthebombexploded,theirboatrushedwildlyforwardintoalargehole.Theboatfloateddownwiththewater.Itwastoofastforthemtoescape.Theycouldonlyholdonto