2019-2020学年高中英语 Unit 1 Advertising Section Ⅰ Readi

-1-Unit1Advertising人们每天都会接触到形形色色的广告，然而最普遍、最简单的就是分类广告了。下面让我们一起了解一下此类广告吧！AdvertisingAdvertisingisonlypartofthetotalsaleseffort，butitisthepartthatattractsthemostattention.Thisisnaturalenoughbecauseadvertisingisdesignedforjustthatpurpose.Thesimplestkindofadvertisingistheclassifiedad.Everydaythenewspaperscarryafewpagesoftheseads;inthelargeSundayeditionstheremaybeseveralsectionsofthem.Aclassifiedadisusuallyonlyafewlineslong.Itisreallyanoticeoranannouncementthatsomethingisavailable.Newspapersalsocarryalargeamountofdisplayadvertising.Newspapersgenerallyreachanaudienceonlyinalimitedarea.Tobringtheirmessagetoalargeraudience，manywhowanttoputouttheiradsusenationalmagazines.Manyofthetechniquesofmodernadvertisingweredevelopedinmagazineads.Theuseofbrightcolors，attractivepictures，andshortmessagesisallcharacteristicsofmagazineads.Themostimportantpurposeistocatchtheeye.Themessageitselfisusuallyshort，oftennomorethanasloganwhichthepublicidentifieswiththeproduct.Thesametechniqueshavebeencarriedoverintotelevisionadvertising.Voicesandmusichavebeenaddedtocolorsandpicturestocatchtheearaswellastheeye.Televisionadsarerepeatedoverandoveragainsothattheaudienceseesandhearsthemmanytimes.Commercialtelevisionhasmixedentertainmentandadvertising.[阅读障碍词]1．classifyv．分类2．sectionn.部分3．characteristicadj.特色4．identifyv.确认，识别5．commercialadj.商业的6．entertainmentn.娱乐-2-[诱思导读]根据短文内容，回答下列问题1．Whatisadvertisingdesignedfor?Attractingthemostattention.2．Accordingtonewspaperads，what'stheadvantageoftelevisionads?Voicesandmusichavebeenaddedtocolorsandpictures.SectionⅠReading(Ⅰ)(Welcometotheunit&Reading)Ⅰ.匹配下列单词的词性及汉语意思()1.innocentA．vt.&vi.欺骗；作弊n．骗子；欺诈行为()2.cureB．adj.清白的，无罪的；无恶意的；纯真的()3.cheatC．vt.治愈；解决n．药物，疗法；对策()4.mentalD．vt.&vi.以……为目标；瞄准n．目的，目标()5.aimE．adj.心理的；思想的，精神的；智力的()6.consultF．n.座右铭；格言，箴言()7.nationwideG．vt.咨询；请教()8.mottoH．n.杂货店()9.groceryI．adj.&adv.全国范围的(地)，全国性的(地)()10.comprehensionJ．n.理解力，领悟能力；理解练习[答案]1－5BCAED6－10GIFHJⅡ.选择下列句中词组的汉语意思A．旨在，目的是B．应付C．意识到D．欺骗；捉弄E．受……的骗，上……的当()1.Hisworkexperienceequippedhimtodealwithallkindsofpeople.()2.Wemustbeawareoftheimportanceofconfidence.()3.Wewerehopingtokeepthepartyasecret－itwasmeanttobeasurpriseforJane.()4.Ifyoutellhimthatit'llmakehimearnalotofmoney，he'sboundto-3-fallfortheidea.()5.Doyoulikebeingplayedtricksoninpublic?[答案]1－5BCAEDAdvertisements(广告)Nowadays,wecanfindadvertisementsalmostwhereverwego①.Wearesousedtothemthat②weoftendonotevenrealizehowmanyweseeandhearinaday.Ididsomeresearchonadvertisements,andhavesomeveryimportantinformationtosharewithyou.Whatisanadvertisement?Anadvertisementuseswordsandpicturestopersuade(说服)peopletobuyaproductorservice,ortobelieveinanidea.Newspapers,magazines,theInternet,radioandtelevisionarethemostcommonplacestofindthem.Therearetwomaintypesofadvertisements－commercialadvertisementsandpublicserviceadvertisements(PSAs).Acommercialadvertisementisonewhichsomeonehaspaidfortoadvertiseaproductorservice③.PSAsareoftenrunforfree,andaremeanttoeducatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare(福利)④.广告现今，无论我们走到哪里，几乎都可以看到广告。我们对广告太习以为常了，甚至常常意识不到一天当中看到和听到多少广告。我对广告做了一些研究，有一些非常重要的信息同大家分享。什么是广告？广告利用语言和图画来说服人们购买某种产品或服务或者相信某种理念。报纸、杂志、互联网、广播及电视是最普遍的广告载体。广告主要分为两类——商业广告和公益广告。商业广告是人们为了推销某种产品或服务而花钱做的广告。公益广告往往是免费投放的，旨在就健康、安全或其他影响公共福利的问题教育公众。[助读讲解]①whereverwego是wherever引导的地点状语从句。用wherever不用where是表示强调。②so...that...是固定句式，that引导结果状语从句。③定语从句whichsomeonehaspaidfor...修饰one。④定语从句thataffectspublicwelfare修饰problem。Doesanadvertisementtellpeoplethecompletetruth?Therearelawstoprotectpeoplefromadvertisementsthatcheatpeople⑤.However,-4-westillmustbeawareoftheskilful(有技巧的)methodsusedinadstotryandsellusthings⑥.Evenif(虽然)anaddoesnotlie⑦，itdoesnotmeanitisaltogetherinnocent.Onetoothpasteaddeclares，‘Bright­Teethfightsbadbreath(口臭)！’Thisstatementtriestofoolyouintoassumingthatthetoothpastecuresbadbreath,yetitdoesnotsaythat!Allitsaysisthatitfightsit,andthatisnotthesamethingatall.Onegrocerytellscustomers,‘Youareproudofyourcooking,soshouldn'tyoubuytheveryfreshestfood？’Thisadisveryclever,becauseittellscustomerstheyaregoodcooks.However,itneversaysthatthisgroceryhasthefreshestfood!Thegroceryjusthopesthatwhenyoureadthead,youwillfeelpleasedwiththenicecomment(评论)，rememberthewords‘freshestfood’，andmakeamentalconnectionwiththefoodinthegrocery.Wemustnotfallforthiskindoftrick！广告会百分之百地讲真话吗？有相关法律保护人们免受虚假广告的欺骗。然而，我们还是要对广告中试图向我们推销东西的有技巧的方法保持清醒的认识。即使一则广告没有撒谎，也并不意味着这则广告就是完全“清白”的。一则牙膏广告宣称：“亮齿牌牙膏挑战口臭！”这种表述试图愚弄你，让你认为这种牙膏能够治愈口臭，然而这则广告却没那样说！广告上只是说“挑战”，它与“治愈”压根儿就是两码事。有一家杂货店，它对顾客如此说道：“您为自己的厨艺感到自豪，难道不应该购买最新鲜的食品吗？”这则广告很聪明，聪明就聪明在其吹捧顾客是烹饪高手。但是，这则广告本身却根本没说本杂货店供应的是最新鲜的食品！这家食品杂货店只是希望当你读到这则广告时，看到其中的好评，你会感觉非常满意，记住“最新鲜的食品”这几个词，并在心理上将其与该店里的食品联系起来。我们决不能上此类小把戏的当！[助读讲解]⑤thatcheatpeople是that引导的定语从句，修饰advertisements。⑥过去分词短语usedinadstotryandsellusthings作后置定语，修饰methods。⑦Evenifanaddoesnotlie是evenif引导的让步状语从句。PublicserviceadvertisementsNotall⑧adsplaytricksonusthough.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublic.PSAsaimtoteachusandhelpusleadbetterlives.OurgovernmentunderstandsthisandhasbeenusingPSAstoeducatepeo