1、,希望英語(yǔ) （第二版） 綜合教程 1,Unit 4 Advertising,希望英語(yǔ) （第二版） 綜合教程 2,外語(yǔ)教學(xué)與研究出版社,希望英語(yǔ)（第二版）綜合教程 2 Unit 4 Advertising,Speaking,Task 1,Task 2,Task 3,Look at the pictures on Page 50 and list words or phrases about them. Then share your work with others.,Speaking Task 1,Suggested Words: commercialpersuade various shop

2、ping decision effect poster influence attractive advertisement,Use 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 that,Speaking Task 2,Sample Sentences: Of all these advertisements, I like the one on

3、 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? What do

4、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 3,Model Report Tina is fond of all kinds of advertisements, particularly TV commercials. For well-made ads, she enjoys the clever use of words,

5、 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 ad

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

7、of the popular 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 1,2.Can you list some widely advertised products and brand names ?,Suggested

8、 Answers: Products: 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.,翻譯,Reading A Task 2 T

9、ext,Advertising One of the 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 prop

10、erty for rent, and one found painted on a wall in Pompeii calls the attention of travelers to a hotel in another town.,聲音,1,Reading 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 m

11、erchants goods. Printed advertising 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

12、used as posters on walls. This form of advertisement lasted for a very long time.,聲音,翻譯,2,Reading A Task 2 Text,In 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 t

13、ransportation and communication systems. 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.,聲音,翻譯,3,Reading A Task 2 Text,In the 188

14、0s a new age of advertising began. New methods of 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 netw

15、ork of railroads.,聲音,翻譯,4,Reading A Task 2 Text,The most 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.,聲音,翻譯,5,Reading A

16、Task 2 Text,But only 20 years later, most of these firms were not 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. Previ

17、ously such everyday household products like milk, sugar, soap, rice and candles had been sold in neighborhood shops from bulk packages.,聲音,翻譯,6,Reading A Task 2 Text,In the 1920s advertisers and their agents had come to realize the radios possibilities. With its appealing programs, radio could conve

18、y their message directly to the consumer who would not need to buy a newspaper or even need to be able to read.,聲音,翻譯,7,Reading A Task 2 Text,In 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 pr

19、esent well-known people to praise them.,聲音,翻譯,8,Reading A Task 2 Text,Today advertisers spend 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. T

20、he problem is that I dont know which half.”,聲音,翻譯,9,Reading A Task 2 Text,廣 告 最早為人所知的廣告方式之一是戶外展示，通常是繪在建筑物墻上引人注目的廣告標(biāo)識(shí)。例如，研究人員已經(jīng)在羅馬古城和龐培古城的廢墟中發(fā)現(xiàn)了許多這樣的標(biāo)識(shí)。他們?cè)诹_馬古城發(fā)現(xiàn)了一則房屋出租的戶外廣告；在龐培古城發(fā)現(xiàn)了畫在墻上的一幅廣告，向游客推薦另一小鎮(zhèn)上的一家旅館。,Text,Reading A Task 2 Text,在中世紀(jì)，一種簡(jiǎn)單而有效的廣告形式十分流行。商人雇用所謂的“公告?zhèn)鲌?bào)員”大聲贊美他們的產(chǎn)品。直到1445年約翰尼斯谷登堡發(fā)明了印刷

21、機(jī)，印刷廣告才開始發(fā)揮重要作用。這時(shí)的印刷商和隨后的商人開始使用小傳單來(lái)宣傳他們的產(chǎn)品。這些傳單通常印有商人的特殊標(biāo)記，并且也可以作為海報(bào)貼在墻上。這種廣告形式延續(xù)了很長(zhǎng)一段時(shí)間。,Text,Reading A Task 2 Text,就規(guī)模和技術(shù)而言，廣告業(yè)是在美國(guó)取得了初期大發(fā)展的。早期的美國(guó)并不發(fā)達(dá)，缺乏長(zhǎng)途運(yùn)輸和通信系統(tǒng)，因而在全國(guó)范圍內(nèi)做廣告行不通。但聰明的生產(chǎn)商想出了通過(guò)產(chǎn)品目錄冊(cè)直接與消費(fèi)者建立聯(lián)系的方式。這樣，在19世紀(jì)70年代初美國(guó)出現(xiàn)了第一批郵購(gòu)商號(hào)。,Text,Reading A Task 2 Text,19世紀(jì)80年代，廣告業(yè)的新時(shí)代開始了。新的生產(chǎn)方式使產(chǎn)量大幅增長(zhǎng)并

22、降低了消費(fèi)品生產(chǎn)商的成本?，F(xiàn)在產(chǎn)品可以在工廠里進(jìn)行包裝了。此外，電報(bào)網(wǎng)已經(jīng)投入使用，鐵路網(wǎng)也遍布北美大陸。,Text,Reading A Task 2 Text,在這個(gè)時(shí)期廣告宣傳最多的消費(fèi)產(chǎn)品是成藥。1893年，在年廣告費(fèi)用超過(guò)5萬(wàn)美元的一百余家企業(yè)中，有半數(shù)以上都是成藥生產(chǎn)商。,Text,Reading A Task 2 Text,但僅過(guò)了20年，在廣告大戶中占多數(shù)的已不再是成藥生產(chǎn)商，而是食品、肥皂、化妝品和汽車生產(chǎn)商。這些企業(yè)開始使用品牌來(lái)推銷其帶包裝的產(chǎn)品。最早的品牌有高露潔、箭牌和可口可樂。此前牛奶、糖、肥皂、大米和蠟燭等家庭日用品只是以散裝形式在居住區(qū)附近的商店零售。,Text,

23、Reading A Task 2 Text,20世紀(jì)20年代，廣告客戶和他們的代理商逐漸意識(shí)到可以通過(guò)電臺(tái)做廣告。通過(guò)精彩的節(jié)目，電臺(tái)可以將廣告客戶的產(chǎn)品信息直接傳遞給消費(fèi)者。消費(fèi)者不需要買報(bào)紙，甚至不需要識(shí)字。,Text,Reading A Task 2 Text,20世紀(jì)50年代出現(xiàn)了電視，它很快發(fā)展成為最受歡迎的廣告媒體之一。廣告客戶可以展示如何使用他們的產(chǎn)品，還可以邀請(qǐng)名人來(lái)做宣傳。,Text,Reading A Task 2 Text,現(xiàn)在廣告客戶花費(fèi)成百上千萬(wàn)美元做宣傳，盡管他們有時(shí)并不知道花這么多錢到底效果如何。弗蘭克伍爾沃思曾經(jīng)說(shuō)過(guò)： “我知道一半的廣告預(yù)算都被浪費(fèi)了。 問題是

24、我不知道是哪一半。”,Text,Reading A Task 2 Language Points,n. show or exhibit e.g.The foods were on display in the shop window. Translation：她的繪畫正在藝術(shù)畫廊展出。 Her paintings are on display at the art gallery.,display,Text,Paragraph 1,Reading A Task 2 Language Points,a. striking and easily noticeable, esp. because i

25、t is pleasant to look at e.g. The old man is wearing an eye-catching suit. Translation：在大城市，你會(huì)看到許多引人注目的招貼廣告。 In big cities you can see many eye-catching posters.,eye-catching,Text,Reading A Task 2 Language Points,n. remains (of a building or buildings) e.g.We picked our way through the ruins of the

26、bombed building. Translation: 那座古堡現(xiàn)已成為一片瓦礫。 The old castle stands in ruins.,ruins,Text,Reading 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 Ages,Text,Paragraph 2,Reading A Task 2 Lang

27、uage Points,n. words that praise someone or something e.g.Tom is loud in his praises of his new car. Translation: 王婆賣瓜，自賣自夸。 Every peddler praises his own needles.,praises,Text,Reading A Task 2 Language Points,n. function or importance of somebody/ something e.g. The local priest played a leading ro

28、le in settling the dispute. Translation: 在教學(xué)活動(dòng)中，教師充當(dāng)導(dǎo)演角色和演員的角色。 In teaching activity, a teacher acts roles of director and actor.,role,Text,Reading A Task 2 Language Points,n. forward movement; progress e.g. Science had made great advances in the last fifty years. Translation: 他的學(xué)習(xí)成績(jī)最近有很大的進(jìn)步。 He has

29、 made great advances in his study lately.,advance,Text,Paragraph 3,Reading A Task 2 Language Points,A method of buying and selling in which the buyer chooses goods at home and orders them from a company which sends them by post e.g. The toys are available by mail order from Opi Toys. Translation: 在西

30、方，人們常常郵購(gòu)商品，這可以節(jié)省許多時(shí)間。 In the West, people often buy goods by mail order, which can save a lot of time.,mail order,Text,Reading A Task 2 Language Points,business firms dealing in mail-order goods,mail-order houses,Text,Reading A Task 2 Language Points,in existence and ready to be used e.g. The new re

31、gulations are now in place. Translation: 你要將房間的東西各歸其位。 You should put everything in your room in its place.,in place,Text,Paragraph 4,Reading A Task 2 Language Points,v. to mark with a pattern of crossing lines e.g. Train tracks crisscross the country. Translation: 四線干道縱橫交叉布于全國(guó)。 Four-lane highways c

32、risscross the country.,crisscross,Text,Reading A Task 2 Language Points,v. to persuade people to buy, esp. by using skills of advertising e.g. If the book is properly marketed, it should sell very well. Translation: 這個(gè)產(chǎn)品在每個(gè)歐洲國(guó)家都有銷售。 This product is being marketed in all European countries.,market,Te

33、xt,Paragraph 6,Reading A Task 2 Language Points,n. person who acts for, or who manages the business affairs of others e.g. Our agent in Rome deals with all our Italian business. Translation: 一般情況下，我們給代理商百分之一的傭金。 Usually a 1% commission is given to our agent.,agent,Text,Paragraph 7,Reading A Task 2 L

34、anguage Points,to begin to do something as a result of time or experience e.g. In time you may come to like it here. Translation: 細(xì)想一下，他的話有些道理。 Come to think of it, there is some truth in what he said.,come to (do something),Text,Reading A Task 2 Language Points,to make (ideas, feelings, etc.) known

35、 to another person e.g. I want to convey to children that reading is one of lifes greatest treats. Translation: 請(qǐng)轉(zhuǎn)達(dá)我對(duì)你家人的慰問。 Please convey my sympathy to your family.,convey something to (to somebody),Text,Reading A Task 3,Read the passage again and fill in the following table.,Outdoor displays were

36、 used,“Town criers” were paid to shout the praises of the merchants goods.,Printed advertising started to play a big role. Handouts were used.,Reading A Task 3,The first American mail-order houses appeared so that manufacturers could reach the consumer directly through catalogs.,many manufacturers b

37、egan to advertise their products.,Firms began to market their packaged goods under brand names.,Reading A Task 3,Films began to market their packaged goods under brand names.,Radio was used for advertising.,Television appeared and developed fast to be one of the most popular advertising media.,Readi

38、ng A Task 4,Fill 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 ago have or hold something within itself offer something for sale take or

39、 carry from one place to another very noticeable, attractive cause something to become smaller or fewer wrap up something in paper or put in a box producing the desired result kept and used in a house working or able to be used,a_ c_ m_ c_ e_ d_ p_ e_ h_ i_ p_,ncient ontain arket onvey ye-catching e

40、crease ackage ffective ousehold n lace,Reading 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 people believe that _ Rome and Greece are importa

41、nt 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 workers.,packaged,decrease,contains,effective,ancient,

42、6. 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. 10. She went to the party in an _ dress

43、, which made her more beautiful.,Reading A Task 5,household,convey,market,in place,eye-catching,Reading A Task 6,Complete 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 advances,1.After several times of failur

44、e 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 (東帝汶) has a long way to go for _. 5.All the equipment has been _ so _.,came to,important it was to review his lessons regula

45、rly,make advances,you make good use of your spare time,decreased,they didnt offer satisfactory after-sale service,In terms of,it was founded only several years ago,in place,we can start the production very soon,Reading A Task 7,1. He came to make trouble, not to help us. 2.They went to New York for

46、business affairs, not for pleasure.,Rewrite the following sentences after the models.,He did not come to help us but to make trouble.,They did not go to New York for pleasure but for business affairs.,Reading A Task 7,3.Australia is the largest country in Oceania, not the only country in it. 4.The m

47、ost 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.,What we care about is not what youre saying but what youre doing.,Australia is not the only country in Oceania but the largest country in it.,T

48、he most important thing for us to do now is not to increase our salary but to increase production.,Reading A Task 7,1. They decided to rest after walking for such a long distance. 2.The Smiths planned to ride to the countryside for the coming weekend.,They decided to take a rest after walking for su

49、ch a long distance.,The Smiths planned to take a ride to the countryside for the coming weekend.,Reading A Task 7,3.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 o

50、f the committee returned home after the meeting ended.,Some students in our class will pay a visit to Hawaii this summer.,The Trade Union had a discussion with the management this morning about the question of improving working conditions.,All the members of the committee returned home after the mee

51、ting came to an end.,Reading A Task 8,Translate the following sentences into English paying attention to the highlighted parts. 1.這篇文章里有一些我們難以理解的句子。 2.學(xué)生們逐漸認(rèn)識(shí)到，需要多年的時(shí)間才能掌握一門外語(yǔ)。 3.就人口而言，華盛頓還不能算是一個(gè)大城市。 4.我們現(xiàn)在最需要的不是許諾，而是行動(dòng)。 5.讓瑪麗高興的是，她的體重已由去年的65公斤降到目前的55公斤。,This text contains some sentences which are d

52、ifficult for us to understand.,The students have come to realize that it takes years to master a foreign language.,In terms of population, Washington cannot be regarded as a big city.,What we need most now is not promises but actions.,To Marys joy, her weight has decreased from 65kg last year to 55k

53、g at present.,Grammar,Task 1,Task 2,Task 3,Grammar Task 1,Study the following grammar tips for subjunctive mood and match them with the sentences in the column on the right.,1. 由without, but for引出的虛擬式 2. 由or, otherwise引出的虛擬式 3. 由lest, for fear that, fearing that等引出的虛擬式 4. 由as if, as though 引出的虛擬式 5.

54、 由would rather/would sooner引出的虛擬式,A. She gave him 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 di

55、nner.,C,A,B,D,E,Grammar Task 2,Change the following sentences 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 wal

56、ked out quietly so as not to wake up the baby. (lest) 5. 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

57、were children.,She walked out quietly lest she should wake up the baby.,He did not have money, otherwise he would have helped me.,Grammar Task 3,Translate the following into English. 1. 我寧愿你這個(gè)月不要離開本市。 2. 沒有水人類就無(wú)法生存。 3. 當(dāng)時(shí)我很忙,要不然我會(huì)參加你的生日晚會(huì)的。 4. 她把錢藏在床底下以防被人發(fā)現(xiàn)。 5. 她談起美國(guó)就像她去過(guò)那里似的。,I would rather you di

58、d 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.,Listening,Task 1,Task 2,Task 3,Task 4,Task 5,Task 6,Task 7,Listening Task