《牛津高中英语》模块4课文

《牛津高中英语》模块4课文《牛津高中英语》模块4课文《牛津高中英语》模块4课文资料仅供参考文件编号：2022年4月《牛津高中英语》模块4课文版本号：A修改号：1页次：1.0审核：批准:发布日期：22.M4U1.Reading—AdvertisementsNowadays,wecanfindadvertisementsalmostwhereverwego.Wearesousedtothemthatweoftendonotevenrealizehowmanyweseeandhearinaday.Ididsomeresearchonadvertisements,andhavesomeveryimportantinformationtosharewithyou.Whatisanadvertisement?

Anadvertisementuseswordsandpicturestopersuadepeopletobuyaproductorservice,orbelieveinanidea.Newspapers,magazines,theInternet,radioandtelevisionarethemostcommonplacestofindthem.Therearetwomaintypesofadvertisements––commercialadvertisementsandpublicserviceadvertisements(PSAs).Acommercialadvertisementisonewhichsomeonehaspaidfortoadvertiseaproductorservice.PSAsareoftenrunforfree,andaremeanttoeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare.Doesanadvertisementtellpeoplethecompletetruth?Therearelawstoprotectpeoplefromadvertisementsthatcheatpeople.However,westillmustbeawareoftheskilfulmethodsusedinadstotryandsellusthings.Evenifanaddoesnotlie,itdoesnotmeanitisaltogetherinnocent.Onetoothpasteaddeclares,‘Bright-teethfightsbadbreath!’Thisstatementtriestofoolyouintoassumingthatthetoothpastecuresbadbreath,yetitdoesnotsaythat!Allitsaysisthatfightsit,andthatisnotthesamethingatall.Onegrocerytellscustomers,‘Youareproudofyourcooking,soshouldn'tyoubuytheveryfreshestfood’Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicecomment,rememberthewords‘freshestfood’，andmakeamentalconnectionwiththefoodinthegrocery.Wemustnotfallforthiskindoftricks.PublicserviceadvertisementsNotalladsplaytricksonusthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublic.PSAsaimtoteachusandhelpusleadbetterlives.OurgovernmentunderstandsthisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwidepublicserviceadvertisingcampaignin1996,andsincethenvarioustypesofPSAshaveappearedaroundthecountry.Youhaveprobablyseenorheardsomeofthemyourself,suchas,‘Yestolife,notodrugs’and‘knowledgechangeslife.’Theseadsdealwithwidespreadsocialconcerns.TherearealsoPSAsthatencouragepeopletosupportpublicserviceprojects,suchasProjectHope.Itsmottois‘ProjectHope---educatingeverychild’.ThereareevenPSAstoteachushowtolivehealthylives.Oneoftheseis,‘Whenyousmokecigarettes,youareslowlykillingyourself’.Alloftheseadsaremeanttobenefitthepublic,andyoucanoftenlearnalotbyfollowingtheadvicetheygive.Finally,Iwishtotellyouthis:thinkaboutwhyyoushoulddothethingstheadsuggests,orbuytheproductorservicetheadpromotes.Whenitcomestoadvertisements,wemustalluseourintelligenceandnotbeaslavetothem!23.M4U1.Project(1)—Howdoyoubuildanadcampaign?Unlikeasingleadvertisement,anadcampaignisaplannedprogrammedofadvertisementsusingvariouskindsofadstoreachacertainaudience.Whenyoustartasuccessfuladcampaign,youmusthaveaclearaimandanaudienceinmind.Itisimportanttofigureoutexactlywhatyouwanttotelltheaudienceandwhatyouaretryingtogetthemtodo.Inanadcampaignyoumayneedtoemploydifferentkindsofmedia,includingposters,newspapers,magazines,radioandtelevision.Therearethreemajorquestionsyoumayfirstconsider.1Whoistheaudienceforyouradcampaign?Thepeopleyouwanttoreachareyourtargetaudience.Inordertodetermineyouraudience,youwillneedtodoalittleresearchandanalysisinadvance.Youwillneedtoexplorewhattheaudiencealreadythinks.Itisveryimportanttoknowyouraudiencesoyoucancreatetherightmessagefortherightpeople.2WhatdoyouwantyouradcampaigntosayAfteryouhavedecidedwhoyouraudienceis,itistimetodecidewhatyouwanttheaudiencetoknoworthinkabout.Itisimportanttoalwaystrytoappealtotheaudienceinordertogetthemtoreactinacertainway.Youcangatherthisinformationfromyourresearch.Whenplanningapublicwelfarecampaign,youmaywanttoaskyourself:●Whatdoesmyaudiencealreadyknowaboutthisproblem?●Whataspectsofthisproblemwouldtheycareaboutorbeconcernedwith?●Istheresomehistorybehindtheproblemthattheywouldbeinterestedin?●Howdoestheproblempersonallyaffecttheirlives?

3Howdoyoureachyouraudience?Therearelotsofdifferentwaystogetyourmessageacrosswhenyouareputtingtogetheranadcampaign.Youmustdecidewhatapproachyouwanttouse.Thisdecisionshoulddependmainlyonyourtargetaudienceandwhichkindsofadsreachthatgroupbest.24.M4U1.Project(2)—Anti-smokingadcampaignEveryyearmillionsofpeoplearoundtheworlddieduetosmoking.Everypacketofcigarettescontainspoisonouschemicalsthatcanresultinlungcancerandheartdisease.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,buttheyarenotonlyfullyawareofthedamagethatitdoestotheirhealth.Thisiswhywechosethispictureasourlogo.Wewanttoshockpeopleintorealizingthatmanysmokersdiealltoosoonfromillnessesanddiseasesrelatedtosmoking.25.M4U2.Reading—TheOlympicGamesGoodafter,studentsandteachers.AsamemberoftheInternationalOlympicCommittee,IamdelightedtohavebeeninvitedtoyourschooltotalktoyouaboutthehistoryandsignificanceoftheOlympicGames.I’llsharesomeinterestingfactsandstorieswithyou,andthenwe’llhavetimeforquestion.DoyouknowwhentheancientOlympicGamesbeganItwasintheyear776BC.TheywereheldatOlympiainGreeceeveryfouryears,foralmost12centuries,untilAD394.SomeofthesportsfromtheancientOlympicarestillseentoday,suchasthelongjump,wrestlingandrunning.AttheancientOlympics,bytraditiontheathleteswereallmenandtheyhadtocompetewearing,nocloths.Singlewomenwereallowedtotakepartintheirowncompetition,ataseparatefestivalhonourofHera,thewifeoftheGreekgodZeus.Today,bothmaleandfemaleathletesformaroundtheworldcantakepart,nomatterwhatnationtheycomefrom.ThecontemporaryOlympicswerefirstheldin1896,inAthens.ItwasaFrenchman,PierredeCoubertin,whobroughttheOlympicsbacktolife.HedreamtthattheOlympicswouldmakeitpossibleforpeopleofallcountriestolivesidebysideinpeace.Nowpeopleallovertheworldarehelpingtorealizethisdream.Amongthemaremanywell-knownathletes.Didyouknowthatperhapsthemostfamousboxerofalltimefirstcametopublicattentionduringthe1960RomeOlympicsHewonthegoldmedalfortheUSA,underhisbirthnameCassiusClay.Afterwards,thisyoungmanwentontowintheWorldHeavyweightBoxingChampionshipin1964andlaterchangehisnametotheoneweallknow,MuhammadAli.HereturnedtotheOlympicGamesinAtlantain1996tolighttheOlympicflameattheopeningceremony.AnothersportsstarIwouldliketomentionisMichaelJordan.EveryoneknowsofhissuccessintheNBA,butdoyouknowthathehelpedtheUSAbasketballteamwinthegoldmedalatthe1984LosAngelesOlympics

JordanalsoreturnedtotheOlympicsaftermanyyears,butunlikeMuhammadAli,hewasstillcompetingformedals.Atthe1992BarcelonaOlympics,JordanwonhissecondOlympicgoldmedalasamemberoftheso-calledChineseathleteshavealsomadeimportantcontributionstotheOlympicGames.Atthe1984LosAngelesOlympics,thePeople’sRepublicofChinareturnedtotheOlympicsafter32years’absence.IamsurethewholeofChinamusthavefeltproudwhenXuHaifengwonthefirstgoldmedalforhiscountry.DengYaping,whowonfourOlympicgoldmedalsin1992and1996,isperhapsthegreatestfemaletabletennisplayertheworldhaseverseen.Atthe2004AthensOlympicGames,LiuXiangexcitedpeoplealloverAsiawhenhebecamethefirstAsiantowinthegoldmedalinthemen’s110-metershurdles.TheChineseledthewayatthe2008BeijingOlympics,winning51goldmedals.Forthefirsttimeinhistory,theChinesewomen’sgymnasticsteamwonthegoldmedal.However,theathletethatsomepeopleremembermostwasZhangNing,aformerbadmintonchampion.Attheageof33,shemedalinthefinalmatch.ThesearesomeoftheOlympicathleteswhohavebroughtjoytopeopleachievement.WearelookingwiththeirattemptstopushtheboundariesofhumanOlympicGames.JoinmeinwishingtheOlympicMovementasuccessfulfuturetomatchitspastglory.Thankyou.Now,arethereanyquestions?26.M4U2.Project(1)—HowdoesasportentertheOlympics?EnteringasportintotheOlympicscanbealongprogress.TherearemanyrequirementsthatmustbemetbeforeasportcanbeconsideredbytheInternationalOlympicCommittee(IOC).First,asportmusthaveitsowninternationalassociation.Next,itmustbepracticedbymeninatleast75countriesonatleastfourcontinents,orpracticedbywomeninatleast40countriesandonthreecontinents.That’snotall.Inorderforanewsporttoadded,anothersportmustbedropped.ThishelpstheIOCkeeptheOlympicbudgetundercontrol.Whichonesareout?SomesportsthatwerepartoftheOlympicsinthepasthavebeenremoved.Theseincludefamiliarsports,suchasbaseball,aswellasmoreunusualsports.Suchaspowerboating.Thesesportswerejudgedtohavebecomelesspopular,andhadtomakewayfornewsportswhicharemorepopular.Whichonesarein?Somesportshavebeenadded,suchastaekwondo,whichwasfirstincludedintheOlympicsin2000.TheIOCisplanningtochangesomeofthesportsinthenextfewyears.In2016,rugbyandgolf,whichwereearlierplayedattheOlympicsandthendropped,willbeincludedagain,astheyarenowverypopularandareplayedallaroundtheworld.Whichonesarestilltrying?WushuisstillapplyingtogetintotheOlympics.TheIOChasstillnotapprovedthesportduetotheconcernaboutthebalanceofsports---therearealreadymanyothersportsintheOlympicsthatareconnectedchangingthenumberandtypeofOlympicsportsinthefuture,sowushufansmayfinallygetwhattheyarehopingfor.27.M4U2.Project(2)—Winningisn’teverythingItwasneartheendofthefootballmatch,andneitherteamhadscored.ThecaptainoftheEaglespassedtheballtoateammate,andthenrandownneartheKangaroos’goal.Histeammatepassedtheballbacktohim,buttheshotwastoohigh.TheEagle’scaptainknockedtheballtothegroundwithhishand,andthenkickeditandscored.Therefereeblewthewhistle;thematchwasoverandtheEagleshadwon.Ofcourse,thegoalshouldnothavecounted.However,nowitwastoolate.Later,areporteraskedtheEagles’captainwhathadhappened.‘Wewon,andthatisallthatmatters.’Thecaptainsaid.TheKangarooswereoutofthetournamentwhiletheEaglescontinuedon.However,withtherefereesnowkeepingaclosewatchontheEagles,theystruggledandlosttheirnextmatch.Afterwards,theycomplainedthattherefereeshadbeenunfair.TheEagleswenthomeangryandbitterbecausetheydidnotwinthetournament.Meanwhile,theKangarooswenthomeandtrainedharderthanbefore.Inthenexttournament,theKangaroosdefeatedtheEaglesbyascoreof5to1.TheywentontothefinalmatchagainsttheBears.Thematchwastiedwithminutestogo.TheKangaroos’captainwasneartheBear’sgoal.Ateammatepassedtheballtohim,andbyaccidentithithishand.TheKangaroos’captainstoppedthematchandlettheBearshavetheball.Withinminutes,theBearsscoresandwon.Later,areporteraskedtheKangaroos’captainwhathadhappened.‘Theywon,’thecaptainsaid‘Theywerethebetterteam.’TheKangarooswenthomeproudthattheyhaddonetheirbest.Manyofthekangaroos’playersbecamefriendswiththeplayersontheBears’teamfortherestoftheirlives.Indefeat,theKangaroosfoundsomethingmorepreciousthanvictory—thefoundfriendship,honourandrespect.28.M4U3.Reading—NotjustwatchingafilmRealCine—virtualrealityforeveryoneThispresentationwillgiveyousomeinformationaboutRealCine:howitworks,whyitisbetterthanafilm,andhowitcanbeusedinotherways.TheRealCineexperiencewillamazeyou,andyouwillagreethatthisisanextraordinarytechnologythatdeservestobedevelopedfurther.ThetechnologybehindRealCineisvirtualreality(VR).Unlikeafilm,whereapassiveaudiencewatchesandhearswhatishappeningonascreen,RealCineputsyouintotheactionandconnectswithyoursensesofsight,hearing,smellandtouchinanactiveway.ImaginethataVRuser‘goes’sightseeingintheHimalayas.NotonlywillheorshefeeleverystepofclimbingMountQomolangma,buttheuserwillalsoexperiencethecold,smells,sightsandsoundsofthesurroundingenvironment;heorshewillenjoyafeelingofhappinessandasenseofachievementuponreachingthetopRealCineworksbymakingtheusersfeelthattheyarereallyinanewworld—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,VRcanbeusedtopracticeskillsinasecureenvironmentthatotherwisewouldbequitedangerous.Forexample,firefighterscoulduseRealCinetotrainsafely,withouttheriskofgettinginjuredinaburningbuilding.Itcouldbeusedinclassaswell.Teacherscouldbringhistoryalivebyplacingstudentsinanancienttown,ortheycouldteachbiologybyallowingstudentstoexperiencetheworldasawhaleorasquirrel.Finally,RealCineprovidesfantastictechnologyforurbanplanning.Engineerscanenterthedesignofaneighbourhoodintoacomputer,andthenuseVRto‘walk’aroundtheneighbourhood,seehowitlooksandmakechangesbeforeconstructioniscarriedout.Thiskindofurbanplanningisinthelongtermcheaperandmorepractical,comparedwiththewaymosturbanplanningisdonetoday.Irecommendthegovernmentusethistechnologyinthefutureplanningofthiscity.29.M4U3.Project(1)—JourneytotheCentreoftheEarthIn1863,professorOttoLindenbrockfoundasecretmessageinanoldbookhehadrecentlybought.ThemessagespokeofatriptothecentreoftheearththroughavolcanoinIceland.Immediately,hegothisthingspackedandwenttoIceland,forcinghisnephewAxeltogowithhim.InIceland,theprofessorhiredaguidenamedHans.Whenthethreeofthemreachedthevolcano,theyjourneyedundergroundthroughasmallcave.Aftermanydays,theycametoavastroomwithalargeoceaninside.Ontheshoresofthisocean,therewasaforestandhugemushrooms.Highabove,theskywasfilledwithgasthatgaveofflightlikethesun.Thethreemenbuiltasmallboatandsetsail.Allofasudden,twodinosaursrosetothesurfaceandbegantofighteachother.Thesmallboatwasalmostsunkbythedinosaursbeforetheywereabletogetaway.Theysailedtoshoreandexploredtheforest.Theycameacrosshugeinsectsandmanystrangecreatures.Astheywerewanderingaround,theynoticedamansittingagainstatreeinthedistance—hewasatleastfourmeterstall.Themenbecameafraid,andranbacktotheboat.Theysetsailagain,andsawwhatlookedlikeanexit,butitwasblockedbyrockswhichhadfallendownfromtheceiling.Theymadeabombtoblowuptherocks.Afterthebombexploded,theirboatrushedwildlyforwardintoalargehole.Theboatfloateddownwiththewater.Itwastoofastforthemtoescape.Theycouldonlyholdontotheboatinter