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

“Advertisingisaformofcommercial①masscommunicationdesignedtopromotethesaleofaproductorservice,oramessageonbehalfofaninstitution②，anorganization,oracandidate③forpoliticaloffice.”Advertisingcanbelookedatfromvariousperspectives④.Asthequoteabovestates,itspurposeistoincreasethenumberofarticlesorproductssold.Thesearenotonlythingswecanbuyindifferentstores,forexampleclothingorsuppliesforourdailylife,butalsosuchsimplethingsasamessageplacedbyaninstitutionororganizationaskingfortheattentionofthepublictoraisemoneyortomakethemawareofaproblem,suchasanti­smokingads.Evenpoliticalpartiesuseadvertisementsandcommercialstostatetheopinionoftheircandidates.Advertisingbecamebigbusinessinthe20thcentury,offeringmanydifferentjobsinadvertisingagenciesandthemarketingsection.Theuseofthemedia,likenewspapers,television,theradio,magazines,outdoorsignsandofcoursetheInternetmakesthisgrowthpossible.Itisaformoftransportinginformationtotheconsumer,anditdoesnotonlyhavepositivesides.Therearemanycritical⑤aspectsaboutit,likepersuadingpeopleintodoingunhealthythingsorproducingspecialstereotypes⑥everybodytriestofollow.However,advertisinghasbecomeinternational,sinceproducersandcompaniestrytoselltheirproductsonaglobalized⑦marketinalmosteverycorneroftheworld.[多积词汇]①commercialadj.商业的，贸易的n.(电台或电视播放的)广告②institutionn.机构；制度③candidaten.候选人，候补人④perspectiven.观点，看法⑤criticaladj.批评(性)的；极为重要的，关键的⑥stereotypen.模式化的形象⑦globalizedadj.全球化的[读文清障][原文呈现]AdvertisementsNowadays,wecanfindadvertisements①almostwhereverwego②.Wearesousedtothemthat③weoftendonotevenrealizehowmanyweseeandhearinaday.Ididsomeresearchon④advertisements,andhavesomeveryimportantinformationtoshare⑤withyou.①advertisement/əd'vɜːtIsmənt/n.广告；广告宣传②whereverwego是wherever引导的地点状语从句。用wherever不用where是表示强调。③so...that...引导结果状语从句。beusedto对……习以为常，习惯于，适应，to是介词。④doresearchon对……进行研究⑤sharevt.分享；分担；共有sharesth.with/amongsb.与某人分享某物SectionⅠWelcometotheunit&Reading—Pre­reading[读文清障][原文呈现]Whatisanadvertisement?Anadvertisementuseswordsandpicturestopersuade⑥peopletobuyaproductorservice,ortobelieveinanidea.Newspapers,magazines,theInternet,radioandtelevisionarethemostcommonplacestofindthem.Therearetwomaintypesofadvertisements—commercialadvertisements⑦andpublicserviceadvertisements⑧(PSAs).Acommercialadvertisementisonewhichsomeonehaspaidfortoadvertise⑨aproductor⑥persuade/pə'sweId/vt.说服，劝说；使信服persuadesb.todosth.说服某人做某事⑦commercialadvertisements商业广告⑧publicserviceadvertisements公益广告⑨advertise/'ædvətaIz/vt.&vi.做广告；宣传[读文清障][原文呈现]⑩定语从句whichsomeonehaspaidfor...修饰one。⑪forfree免费⑫bemeantto旨在，目的是⑬welfare/'welfeə(r)/n.(个体或群体的)幸福、安全和健康；福利service⑩.PSAsareoftenrunforfree⑪，andaremeantto⑫educatepeopleabouthealth,safety,oranyotherproblemthataffectspublicwelfare⑬.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？广告使用文字和图片来说服人们购买某种产品或服务，或者是相信某种理念。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。商业广告是一种某人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。[读文清障][原文呈现]Doesanadvertisementtellpeoplethecompletetruth?Therearelawstoprotectpeoplefrom⑭advertisementsthatcheat⑮people.However,westillmustbeawareof⑯theskilfulmethodsusedinadstotryandsellusthings⑰.Evenif⑱anaddoesnotlie,itdoesnotmeanitisaltogether⑲innocent⑳.⑮thatcheatpeople为that引导的定语从句。cheat/tʃiːt/vt.&vi.欺骗；作弊n.骗子；欺诈行为⑯beawareof意识到⑰skilful/'skIlfl/adj.有技巧的；熟练的usedinads为过去分词短语作后置定语；totryandsellusthings为不定式短语作目的状语。⑱evenif/though虽然，即使⑲altogetheradv.“完全，全部”，在句中表示强调。⑳innocent/'Inəsnt/adj.清白的，无罪的；无恶意的；纯真的[读文清障][原文呈现]Onetoothpasteaddeclares,‘Bright­Teethfightsbadbreath○21！’Thisstatementtriestofool○22youintoassumingthatthetoothpastecures○23badbreath,yetitdoesnotsaythat！Allitsaysisthatitfightsit,andthatisnotthesamethingatall○24.Onegrocery○25tellscustomers,‘Youareproudofyourcooking,soshouldn'tyoubuytheveryfreshestfood？’Thisad,you○21badbreathn．口臭breath/breθ/n.气息；呼吸○22fool/fuːl/vt.欺骗；愚弄n.傻瓜foolsb.intodoingsth.欺骗某人做某事○23cure/kjʊə(r)/vt.治愈；解决n.药物；疗法；对策○24本句中All后是省略了关系代词that的定语从句；第一个is后的that引导的是表语从句，that不可以省略。○25grocery/'ɡrəʊsərI/n.杂货店[读文清障][原文呈现]○26pleased/pliːzd/adj.高兴，满意；乐于(做某事)be/feelpleasedwith...对……感到满意○27comment/'kɒment/n.评论，评价vi.评论，议论commenton/about对……的评论○28mental/'mentl/adj.心理的；思想的，精神的；智力的○29fallfor上……的当，受……的骗○30trick/trIk/n.骗局；玩笑，恶作剧；把戏；诀窍vt.欺骗，欺诈willfeelpleased○26withthenicecomment○27，rememberthewords‘freshestfood’，andmakeamental○28connectionwiththefoodinthegrocery.Wemustnotfallfor○29thiskindoftrick○30！广告会百分之百地讲真话吗？有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！”这一表述试图糊弄你，让你误以为这种牙膏可以治愈口臭，但事实上广告中并没有这样说！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，你会很乐于看到其中的恭维，记住“最新鲜的食品”这几个词，在心理上将其与该店里的食品联系起来。我们绝不能轻信这种小把戏而上当啊！[读文清障][原文呈现]PublicserviceadvertisementsNotalladsplaytricksonusthough○31.PSAsusesomeofthesamemethods,likeattractivepicturesandcleverlanguage,buttheyaremadetoservethepublic.PSAsaim○32toteachusandhelpusleadbetterlives.OurgovernmentunderstandsthisandhasbeenusingPSAstoeducatepeopleformanyyears.Chinabegananationwide○33p