新視野英語(yǔ)讀寫教程3 Unit 2-Section A課件

1、Section A Advertising Contents Unit 2 AdvertisingWarming UpReading Through Text A Main Idea & Structure Words & ExpressionsExercisesSpot DictationActivity IActivity IIWatch and Discuss Warming UpDirections: The following paragraph is taken from Text A. listen carefully and fill in the blanks without

2、 referring to the original text. _ is the difficult business of bringing information to great _ of people. The purpose of an advertisement is to _ people respond to make them _ to an idea, such as _ to prevent forest fires, or to make them want to buy a certain _ or service. Advertising numbers make

3、 helping productreact Spot DictationWatch the film clips and discuss the following questions:1) What is the ad about?2) What aspect of the product does the ad emphasize?3) How do you like this ad? Why?Watch & Discuss Reading ThroughChineseText A Advertising is part of our daily lives. To find proof,

4、 you have only to leaf through a magazine or newspaper or count the radio or television commercials that you hear in one evening. Most people see and hear a mass of advertising messages every day. And people respond to the many devices that advertisers use to gain their attention. Advertising is a b

5、ig businessand, to many people, a fascinating one, filled with attraction and excitement. It is part literature, part art, and part show business. AdvertisingPara 1 & 2Para 5 & 6 The most effective way to sell something is through person-to-person contact. But the cost of person-to-person selling is

6、 high. Because it takes a great deal of time, it increases the cost of the product or service. Advertising, then, distributes the selling message to many people at one time. Advertising is very old. It can be found as far back as the public criers of ancient Greecewho, for a fee, shouted out message

7、s about a companys products to one and all. But it first became important in the late 15th century, when the traders of the rapidly growing cities and rural towns needed a way to tell people where their goods could be bought. ChineseText APara 7 ChineseText A The first printed advertisement in the E

8、nglish language appeared in 1478, more than a century before Shakespeares first play was produced. This early ad was the work of William Caxton, Englands first printer, who used it to advertise religious books from his own studio. Caxton posted small printed notices along Londons main streets. Besid

9、es advertising his product, he identified his shop with a certain trademark so that customers could find it easily.Para 8 & 9 This same sort of simple, informational advertising is still used. Examples include the roadside signs that tell travelers that they can buy fresh corn just down the road or

10、that there is a restaurant in the next town. The Industrial Revolution, in the 18th and 19th centuries, brought a new kind of advertising. Large factories took the place of small workshops, and goods were produced in large quantities. Manufacturers used the newly built railroads to distribute their

11、products over wide areas. ChineseText APara 10 & 11 Advertising agencies began to develop in the United States just after the Civil War. At first, the chief objective of these agencies was to sell space in the various media, mainly newspapers and magazines. But they soon added the service of writing

12、 and producing advertisements. From these modest beginnings, advertising has developed into a highly specialized and profitable business. ChineseText AMeaning of the SentencesMeaning: If you want to get the evidence (to support the statement), all you need to do is take a quick look at a magazine or

13、 newspaper, or find out how many advertisements you hear over the radio or on television in one evening.1To find proof, you have only to leaf through a magazine or newspaper or count the radio or television commercials that you hear in one evening.Meaning of the SentencesMeaning: Advertisements are

14、intended to make people do or say something as the advertisers want them to. For instance, they are made to help people to prevent forest fires, or to make people want to buy some product or service.3The purpose of an advertisement is to make people respondto make them react to an idea, such as help

15、ing to prevent forest fires, or to make them want to buy a certain product or service.Meaning of the SentencesMeaning: If advertising is regarded as salesmanship on radio or in television as well as in print, this broadened explanation of this term would still remain valid (or would still hold) toda

16、y.4If this definition were expanded to include radio and television, it would still stand today.Meaning of the SentencesMeaning: But advertising became important for the first time in the late 15th century. At that time, traders from the fast growing cities and towns in the countryside needed a way

17、to tell people where to buy their goods.5But it first became important in the late 15th century, when the traders of the rapidly growing cities and rural towns needed a way to tell people where their goods could be bought.Meaning of the SentencesMeaning: The sign by the roadside is one of such examp

18、les. It tells travelers they can buy fresh corn by the roadside ahead. Or it tells that there is a restaurant in the next town.6Examples include the roadside signs that tell travelers that they can buy fresh corn just down the road or that there is a restaurant in the next town.Meaning of the Senten

19、cesMeaning: They had to find hundreds and thousands of customers in order to keep their businesses going.7They had to find many thousands of customers in order to stay in business.Meaning of the SentencesMeaning: . they must learn to persuade people to buy a particular product.8. they had to learn h

20、ow to make people want to buy a specific product.Meaning of the SentencesMeaning: Though advertising began as a simple process, it has grown into a controlled business that is quite scientific in nature and brings in huge profits.10From these modest beginnings, advertising has developed into a highl

21、y specialized and profitable business.Main Idea & StructureFirst reading: Scan the passage and try to catch the main idea. The following words are for your reference to organize the idea. development, advertising, date back to, public crier, 15th century, William Caxton, the Industrial Revolution, n

22、ew kind of advertising, advertising agencies, highly specified and profitable business Second reading: Read the passage again and try to identify the structure of this passage. For your referenceFor your referenceMain idea: The development of advertising agencies. StructureMain idea: Advertising is

23、the business of bringing information to great numbers of people. Main idea: Advertising is part of our daily life. It is part literature, part art, and part show business. Part II: Paras. 3-5Part III: Paras. 6-9Part I: Paras. 1-2Part IV: Para. 10Main idea: The development of advertising. Part V: Par

24、a. 11Main idea: Advertising had now developed into a highly specialized and profitable business. New WordsWords & Expressionsadvertising artprevent distribute gainreactexpandindustrialtrademarkquantityrailroadspecificgoodsobjectivechiefprofitableExpressionsWords & Expressionsleaf through a mass of r

25、espond to one and all take the place of react to in large quantitiesExercisesadvertising n. 廣告業(yè)的工作e.g. Let us launch an advertising campaign to promote the sale of our new products. 讓我們開展一個(gè)廣告宣傳活動(dòng)來(lái)促銷我們的新產(chǎn)品。New Words廣告和其他交際形式的區(qū)別在于做廣告的人得為他所傳遞的信息付費(fèi)。 Advertising is distinguished from other forms of commu

26、nication in that the advertiser pays for the message to be delivered. gainv. 【1】 obtain (something useful, advantageous, wanted, etc.) 獲得；得到 e.g. I hope she will gain by the experience. 我希望她能夠從這次經(jīng)歷中吸取教訓(xùn)。 【2】 have an increase in 增加；增進(jìn) e.g. Although he has been going on a diet for a year, he has kept

27、gaining weight. 雖然他節(jié)食有一年了，但他的體重還是一直在增加。New Words gainn. 【1】(plural) profit; increase in wealth 收獲；獲利；財(cái)富 e.g. Because of the natural disaster, their gains were balanced by losses. 因?yàn)樽匀粸?zāi)害，他們的收益被損失抵消了。 【2】increase in amount 盈余；增加 e.g. My three months of hard work were rewarded with a gain in technical

28、competence and self-confidence. 我三個(gè)月艱苦工作的回報(bào)是技術(shù)能力的增強(qiáng)和自信心的提高。New WordsExercisesExercises gainNew Words1. 有一些藝術(shù)家直到死后才得到認(rèn)可。 Some artists gain recognition only after death. 2. 火箭上升時(shí)速度加快。 The rocket gained speed as it went up. 3. 他開礦純粹是為了商業(yè)利益。 He exploited a mine purely for commercial gain.4. 吃一塹，長(zhǎng)一智。 A f

29、all into the pit, a gain in your wit. artn. 【1】the making or expression of what is beautiful, e.g. in music, literature, or especially painting 藝術(shù)（如音樂、文學(xué)，尤指繪畫） e.g. Art lies in concealing art. 藝術(shù)在于含而不露。 【2】skill in the making or doing of anything 技術(shù)；技巧 e.g. He knows the art of making money. 他懂得生財(cái)之道。

30、New WordsExercisesExercises artNew Words1. 你相信為藝術(shù)而藝術(shù)的理論嗎？ Do you believe the theory of art for arts sake? 2. 教外語(yǔ)不僅是一門科學(xué)，而且還是一門藝術(shù)。 Teaching a foreign language is not only a science, but also an art. reactv. 【1】act or behave in a particular way in answer or opposition to 反應(yīng)；反對(duì) e.g. People react differ

31、ently to the same situation. 對(duì)同一情況人們的反應(yīng)會(huì)不同。 【2】(of a substance) change when mixed with another substance（物質(zhì)）起化學(xué)反應(yīng) e.g. The two substances wont react in the absence of oxygen. 在沒有氧氣的情況下這兩種物質(zhì)不會(huì)起反應(yīng)。New WordsExercisesExercises reactNew Words1. 孩子往往故意違背父母的意愿以示抗拒。 Children tend to react against their pare

32、nts by going against their wishes. 2. 酸和堿起化學(xué)反應(yīng)變成鹽。 An acid can react with a base to form a salt. ExpressionsExpressionsExercisesreact to 對(duì)作出反應(yīng)；對(duì)起反應(yīng)你媽媽對(duì)這個(gè)消息的反應(yīng)怎樣？她非常生氣。 How did your mother react to the news? She reacted by getting very angry. e.g. Children react well to a lively teacher. 孩子們對(duì)活潑的老師反應(yīng)很

33、好。Exercisesprevent v. 預(yù)防；阻止e.g. They did not prevent him from expressing his opinions. 他們沒有阻止他發(fā)表他的觀點(diǎn)。New Words 因?yàn)樾蘼分鹆藱跅U，以防止有人到這里來(lái)開車。 Because the road was being repaired, barriers were put up to prevent people from driving in that area.Exercisesexpand v. 擴(kuò)大；（使）膨脹e.g. Metals expand when they are heat

34、ed. 金屬遇熱膨脹。New Words今年我們想把業(yè)務(wù)擴(kuò)大。 We hope to expand our business this year. distributev. 【1】deliver or pass out 發(fā)送；傳遞 e.g. Through the nationwide sales network of the corporation, they can distribute goods easily to various parts of the country. 通過(guò)公司的全國(guó)銷售網(wǎng)絡(luò)，他們能夠很容易地把貨物分發(fā)到全國(guó)各地。 【2】divide and give out a

35、mong several people, places, etc. 分配；分發(fā)；分送 e.g. The Red Cross Association will distribute food among several flood-stricken countries. 紅十字會(huì)將把糧食分配給幾個(gè)遭受水災(zāi)的縣。New WordsExercisesExercises distributeNew Words1. 什么時(shí)侯可以把這些雜志送到訂閱者手里去？ When will these magazines be ready to be distributed to subscribers? 2. 所有

36、的會(huì)員都會(huì)獲得門票。 Tickets will be distributed to all club members. 3. 這些錢給你們分吧。 Here is the money to be distributed among you.Exercisesgoods n. (plural) 商品；貨物e.g. A businessman should be concerned with the benefits of the people he sells his goods to. 生意人應(yīng)當(dāng)關(guān)心購(gòu)買他的商品購(gòu)買者的利益。New Words商店里備有各種各樣的消費(fèi)品。 Theres a la

37、rge variety of consumer goods in the shops. trademarkn. 【1】a special name, sign, word, etc., which is made on a product to show that it is made by a particular producer and which may legally only be used by that producer （注冊(cè)）商標(biāo) e.g. KFC is a registered trademark. 肯德基是注冊(cè)商標(biāo)。 【2】a particular sign, way

38、of acting, etc., by which a person or thing may be habitually recognized （某人或某物作識(shí)別的）特征；特點(diǎn) e.g. She gave one of her trademark smiles. 她笑了笑， 這微笑是她特有的。New WordsExercisesExercises trademarkNew Words1. 這條裙子上佩有名牌商標(biāo)。 The skirt bears a famous trademark. 2. 使用線條和色彩到令人叫絕的地步是這 位藝術(shù)家與眾不同的特征。 A startling use of l

39、ine and color is this artists special trademark.Exercisesindustrial adj. 工業(yè)的；產(chǎn)業(yè)的；產(chǎn)業(yè)工人的e.g. That period of history was characterized by industrial unrest. 那個(gè)歷史時(shí)期是以產(chǎn)業(yè)工人的動(dòng)亂為其特征的。New Words現(xiàn)在這條河流被工業(yè)廢物污染得非常厲害，河水已不再適宜飲用。 Now the river has become so heavily polluted with industrial wastes that the water is

40、no longer fit for drinking. quantityn. 【1】an amount or number 額；若干數(shù)量 e.g. The exact quantity cannot be determined at present. 確切數(shù)量目前尚無(wú)法確定。 【2】the fact of being measurable; amount 量；數(shù)量 e.g. Last year there was a rapid increase of consumer goods in quantity, but not in quality. 去年消費(fèi)品的數(shù)量有了很快的增長(zhǎng)，但質(zhì)量沒有提高

41、。New WordsExercisesExercises quantityNew Words1. 你要多少？ What quantity do you want? 2. 只抓數(shù)量不抓質(zhì)量是不行的。 It wont do to pay attention only to quantity, but not to quality.ExpressionsExpressionsExercisesin large quantities/a large quantity of 大量他們需要許多鹽。 They need a large quantity of salt.e.g. That country b

42、uys cotton in large quantities. 那個(gè)國(guó)家購(gòu)買了大量棉花。Exercisesrailroad n. 鐵路e.g. This region used to be inaccessible by railroad. 這個(gè)地區(qū)過(guò)去是不通火車的。New Words現(xiàn)在有一條500公里的鐵路，可以把礦石從這個(gè)城市運(yùn)送到海岸。 There is now a 500-km railroad which carries minerals from this city to the coast. specificadj.【1】 particular, fixed, determin

43、ed, or named 具體的；特有的；特定的 e.g. This reading skill can give us a good idea of where in the reading passage to look for answers to specific questions. 這一閱讀技巧讓我們知道在閱讀材料中到哪兒去找具體問題的答案。 【2】clear in meaning or explanation 明確的；確切的；精細(xì)的 e.g. The teacher gave us very specific instructions before we set out. 我們出

44、發(fā)前，老師給了我們明確的指示。New WordsExercisesExercises specificNew Words1. 中國(guó)政府的政策是根據(jù)中國(guó)的特殊國(guó)情制訂的。 The policies of the Chinese government are formulated according to the specific conditions in China. 2. 寫作文時(shí)，我們需要的是明確而詳細(xì)的組織結(jié)構(gòu)。 In writing a composition, what we need is good organization which is specific and detail

45、ed. chiefadj.【1】 most important; main 最重要的；首要的 e.g. We must focus on our sales force as the chief means of improving trade. 我們必須把重點(diǎn)放在我們的銷售力量上，以它為改善貿(mào)易的主要手段。 【2】 highest in rank 最高級(jí)別的；首席的 e.g. He is the chief editor of the newspaper. 他是該報(bào)的總編。New Words chief n. a leader, ruler, or head, the person in a

46、 group, party, organization, etc. who has the highest rank 領(lǐng)袖；首領(lǐng)；頭目；主管 command-in-chief 統(tǒng)帥 editor-in-chief 總編 chief of general staff 總參謀長(zhǎng) e.g. In feudal China, the eldest son became the chief of the family after his father died. 在封建的舊中國(guó)，父親死了后，長(zhǎng)子就成了一家之主。New WordsExercisesExercises chiefNew Words1. 稻米

47、是東南亞許多國(guó)家的主要農(nóng)作物。 Rice is the chief crop in many Southeast Asian countries. 2. 蘇珊希望在公司總裁回來(lái)前能把工作做完。 Susan wishes she could have finished the work before the chief executive officer returned. objectivev. an aim, especially one that must be worked towards over a long period; goal （尤指長(zhǎng)遠(yuǎn)的）目標(biāo)；目的 e.g. Her ma

48、in objective now is to become an internationally famous scientist. 現(xiàn)在她的主要目標(biāo)就是成為國(guó)際有名的科學(xué)家。adj. 【1】not influenced by personal feelings or opinions; fair 客觀的；公正的 e.g. And those IQ tests are supposed to be objective, arent they? 這些智商測(cè)驗(yàn)應(yīng)當(dāng)是客觀公正的，對(duì)嗎？ 【2】(in grammar) of the object （語(yǔ)法中的）賓格的 e.g. objective ca

49、se 賓格New WordsExercisesExercises objectiveNew Words1. 我們當(dāng)前的目標(biāo)是把我們國(guó)家建成一個(gè)小康社會(huì)。 Our present objective is to build our country into a well-off society. 2. 如果她是你的親生女兒，你怎么能作出客觀公正的決定呢？ How can you make an objective decision if shes your own daughter? 3. 在動(dòng)詞或介詞后人稱代詞用賓格。 The objective case of a personal pron

50、oun should be used after a verb or a preposition.Exercisesprofitable adj. 有利可圖的；有益的；有利的e.g. The work is not profitable in terms of cash, but I am getting valuable experience from it. 這工作從金錢上來(lái)說(shuō)并不劃算，但我從中獲得了非常寶貴的經(jīng)驗(yàn)。New Words在好萊塢，一張漂亮的臉蛋是比才能和勤奮更賺錢的商品。 Good looks are a more profitable commodity in Hollyw

51、ood than talent and hard work.ExpressionsExercisesleaf through 匆匆翻閱（書、雜志等）e.g. You dont have to read every page of this magazine. It would do just to leaf through it. 你不用閱讀這本雜志的每一頁(yè)，只要翻閱一下就行了。在等醫(yī)生看病時(shí)，他翻閱候診室的舊雜志。 Waiting to see the doctor, he leafed through some old magazines that were kept in the wai

52、ting room. ExpressionsExercisesa mass of 許多；大量；大批e.g. a great mass of buildings 一大群建筑物大團(tuán)冷空氣正在南移。 A mass of cold air is moving south.Note that “a mass of” may be followed by uncountable nouns (不可數(shù)名詞) too. ExpressionsExercisesrespond to 對(duì)作出反應(yīng)e.g. She responded to the news with great joy. 聽到這消息她異常興奮。你對(duì)

53、新出臺(tái)的政策怎么看？ How do you respond to the new policy?ExpressionsExercisesone and all 每個(gè)人；全體e.g. That is an important matter and has to be agreed upon by one and all. 這是件大事，所有的人都同意才行。那個(gè)影星在走進(jìn)攝影棚時(shí)向每個(gè)人揮手。 The movie star waved her hand to one and all as she walked into the studio. Expressionstake the place of

54、 取代e.g. The new will eventually take the place of the old. 新事物終將替代舊事物。Notice the difference between this phrase and “take ones place” which means “take ones seat”. For example: I took my place at the table (我在飯桌邊就坐). Also notice the difference between “take place” and “take the place of”. “Take plac

55、e” means “happen” (發(fā)生). For example: When did the accident take place？事故什么時(shí)候發(fā)生的？Exercises Using the Right Word Working with Expressions Focusing on Sentence Structure Translating Using Topic-related Terms Basic Writing SkillsThe _ of College English Tests is to help students learn English better, is

56、nt it? A. objecting B. subject C. objective D. aiming2. They have used the cinema as a weapon, as a(n) _ to express their views. A. media B. medium C. aids D. mean3. These shops normally _ in old and antique (古董) items, not in modern ones. A. buy B. make C. specialize D. sellCBCChoose the best item

57、to complete each of the following sentences. Using the Right Word 4. Some senior (年長(zhǎng)的) members from the visiting team made a good number of enquiries (詢問) about what they saw in order to _ additional information. A. advertise B. gain C. know D. remember5. The book is endlessly _ and richly rewarding

58、; I highly recommend it to you. A. boring B. dull C. fascinating D. expensive6. Its very expensive to _ on television. A. advertise B. advertising C. advertiser D. advertisedBCA Using the Right Word7. How would a person who stays abroad most probably _ when he or she is frustrated by the culture sho

59、ck (文化沖擊)? A. remember B. respect C. recall D. react8. Some sentences are written just to give the _ of the difficult wordswords that readers will need to know in order to understand what they are reading. A. definitions B. texts C. spellings D. formsDA Using the Right Word 1. When you see someone y

60、ou know, or would like to make contact _, smile. 2. In the noisy classroom the teacher had to shout _ to be heard by every one. 3. After she became a lawyer, she decided to specialize _ contract law. 4. The patient is waiting patiently in the waiting room of the clinic, leafing _ the magazines and n