1、Unit 5 Inside advertising,QUESTIONS ON ADS A senior English class has been listening to a talk by the president，Ms Teflon，of an advertising company.Now it is the studentsturn to ask questions. (Ms TeflonM Mr HallH KateK BenB SarchS TomT) H：Thank you，Ms Teflon，for taking time to come and talk to us a
2、bout the world of advertising.Im sure weve all learned a lot.Now，students，have you any questions for Ms Teflon？.Kate?,K：Um.I found your talk very interesting and I can see that the work of an advertising agency is very complicated and also very expensive.But do adverts really work？I hardly ever noti
3、ce them，and even with the ones I do notice，I usually forget the name of the product.,M：Thats an excellent question.And youre quite right，we dont notice many of the advertisements we see or hear every day.But we do remember ads for products we would like to have.After this lesson，try this experiment.
4、Each of you writes down the name of the product that is advertised in the two or three advertisements you do remember.Then make a list.I guarantee that the list will be quite short because most of you are interested in the same products，such as sports shoes，fashion clothes，movies and so on.I think y
5、ou will remember the names of these products simply because they are relevant to your lifestyle.,H：Another question？Ben. B：Ms Teflon，youve talked about how much money companies spend on advertising.Well，if they didnt spend that money，wouldnt the things we buy be cheaper? M：Good point，Ben.But you see
6、，a companys advertising cost is a very small part of their overall budget.They spend hundreds of times more money in making the products and getting them into the shops.So you see，saving on advertising wouldnt make much difference to the cost. S：I find adverts annoying.They interrupt my programmes o
7、n television and all those big billboards around town are so URGLY.Advertising benefits the advertiser，but it doesnt benefit ordinary people.Wouldnt our world be better if we made advertising illegal?,M：Yes，I understand your feelings，but in fact，wed be a lot worse off without advertising.For a start
8、，there would be no magazines.You see，it costs a lot to produce a magazine，and theyd be very expensive to buy if the advertisers didnt pay most of the cost by buying advertising space in the magazine.The same thing applies to television.The ads pay for the programmes. H：How can you tell if an adverti
9、sement is telling the truth or not? M：Mmm.Thats another good question.,阅读短文，判断正(T)误(F) 1It would be a good idea to ban advertising. ( ) 2The goods would be cheaper if companies stopped spending money on advertising. ( ) 3Advertising does really promote products and service. ( ) 4You will remember th
10、e names of products youre interested in by advertising. ( ) 5Ads pay for magazines and television programmes. ( ) 答案 1.F 2.F 3.T 4.T 5.T,Period 1 Warming Up, Prereading & Reading,.单词识记 1_/kl/adj.偶然的；随意的；临时的 2_n登广告者_n广告；启事 3_v告知，通知_n信息；情报 4_n. 联系_v. 联系 5_/teknik/ n技术；技巧 6conscience /knns/ n_ 7corpora
11、tion /kpreIn/_,8_n可靠的；可信赖的_adj.可靠的；可信赖的 9_v产生；发生_n产生；一代 10_n回应者；响应者_v回应；响应 _adj.有责任的；负责的答案 1.casual 2.advertiser；advertisement 3.inform；information 4.association；associate 5.technique 6.良心；道德心 7.公司；法人；社团 8.reliance；reliable 9.generate；generation 10.respondent；respond；responsible,.短语天地 1turn.into_ 2f
12、it in (to)_ 3rely on_ 4have no use for_ 5on the other hand_ 6_换句话说 7_使暴露；使面临 8_很可能 9_对的回答；反应 10_视觉效果,答案 1.(使)变成 2.适合 3.依赖，依靠 4.不需要；厌恶；对不耐烦 5.另一方面 6.in other words 7.be exposed to 8.be likely to 9.in response to 10.visual effects,.句型搜索 1Do you think advertisements affect your life_ _ _(在某种程度上)；for ex
13、ample do you dress differently_ _(因为)what you see in advertisements or buy things_ _ _ _ _(你不想买然而却买了的)? 2With so many messages from advertisers_ _ _ _(充满我们的日常生活)，_ _ _ _(很重要)understand how advertisements work.,3For example，adolescent boys_ _ _ _(更可能) buy computer games than any other group，so_ _ _ _
14、(是有意义的)make computer game ads that_ _(吸引)this group.答案 1.in any way; because of；you might not otherwise buy2filling our daily lives；it is important to3are more likely to；it makes sense to；appeal to,.预读理解 1What does the writer intend to do through the text?ATo introduce the process of making an adver
15、tisement.BTo emphasize the importance of ads in our daily life. CTo warn us to use our own judgment on advertisements.DTo give advice on how to make effective advertisements.,2In this text，the section headings are used_.Ato make the text easier to understandBto make the text more interestingCto appe
16、al to the readersDto make the contents of the text believable,3What is the purpose of the advertisements“Speeding”and“How fast am I going？” in the text?ATo advertise a new type of car.BTo remind drivers not to speed.CTo inform people of the price and quality of the car.DTo show drivers the way.,4Why
17、 do you think some corporations choose some famous people to advertise their products?ABecause famous people advertise the product as it is.BBecause the corporations have a big budget to afford the ads.CBecause famous people are skilled at advertising.DBecause famous people have an influence on the
18、public.,5Which of the following is NOT true according to the text?AIt is complicated to make a successful advertisement.BTelevision ads cost more than newspaper ads.CAll ads are trying to persuade people to buy the products.DSome ads are dishonest.答案 1.C 2.A 3.B 4.D 5.C,1casual adj.漫不经心的；马马虎虎的；(衣服)便
19、服的；非正式的；短期的The interview is very casual.采访非常轻松。I took a casual glance at the article.我随便浏览了一下那篇文章。They employ casual labourer to pick the fruit.他们雇用临时工采摘水果。A casual labourer is one who has no steady job.临时工就是没有固定工作的人。It is impolite to attend such a meeting in casual clothes.穿着便服参加这样的会议是不礼貌的。,casual
20、clothes便服；平常穿的衣服 a casual meeting邂逅 a casual remark随口说出的话 a casual labourer临时工 casually adv.漫不经心地 casualness n.随意；漫不经心,【归纳拓展】,【翻译句子】 他漫不经心的态度使她恼火。 _ 他靠打短工度日。 _ 我们是不速之客。 _ 答案 His casual attitude annoyed her. He earned a living by casual labour. We are casual visitors.,2inform vt.告知；通知,【归纳拓展】,(1)infor
21、med adj. 了解情况的；见识广的 keep sb informed 使某人随时了解最新情况,(2)rob sb of sth 抢劫某人某物 remind sb of sth 提醒某人某事 convince sb of sth 使某人信服某事 cure sb of ones illness 治愈某人的病 accuse sb of sth 指控某人某事 warn sb of sth 警告某人某事 rid sb of sth 除去某人某物 inform sb of/about sth告知某人某事 inform sbthat.通知某人 inform sb疑问句不定式,Please inform
22、us of any change of address as soon as possible.地址如有变更请尽快通知我们。 We regret to inform you that your application has been rejected.我们很遗憾地通知你，你的申请未被接受。 He kept me informed of the changes in their school. 他向我提供他们学校变化的情况。,【单项填空】 I hope you will keep us_of how you are getting on with your work. Ainformed Bi
23、nforming Cto inform Dinform 解析 inform与us之间为动宾关系，所以此处应用过去分词形式来表示被动意义。 答案 A,3budget n预算；政府的年度预算；(一项计划中的)预算额，经费 v为制定预算；按预算来安排开支 adj.经济的；特价的；买的很值的She has so many commitments that she has to budget her time very carefully.她答应下来的事太多，因此不得不精心安排自己的时间。The new road was completed two months earlier and wellwith
24、in/below budget.新公路比预计早两个月完工，而且费用大大低于预算。,Our research budget for this year is 10,000. 我们今年的研究经费是一万英镑。 She budgeted for a holiday/buying a new car. 她为了去度假(买一辆新车)而计划节省开支。,【归纳拓展】,on a budget 缺钱，拮据 budget sth.for sth. 将款项编入预算 a family/weekly budget 家庭每周的预算 on budget/within budget 在预算内；按预算 over/under bud
25、get 超过/低于预算 a budget deficit 预算赤字 a budget hotel 廉价旅馆,【翻译句子】 Its important to balance ones budget. _ He budgeted for all his expenses in the coming year. _ 答案 保持收支平衡是很重要的。 他为明年所有的开支作出预算。,4conscience n良心；道德心；良知I got nothing to hide.My conscience is clear.我没有什么隐瞒的，我问心无愧。One must be conscious of ones s
26、hortcomings.人须有自知之明。Go your way according to your own conscience.凭你自己的良心办事。,according to ones conscience 凭良心 have a bad/guilty/an evil conscience 有愧于良心，内疚 have a clear/good conscience 问心无愧 go against ones conscience 昧着良心 arouse the conscience of 唤醒的良知 conscious adj. 意识到的；有知觉的；有意识的；有觉悟的 be conscious
27、of ones shortcomings 意识到自己的缺点,【归纳拓展】,【完成句子】 Each person must vote_ _ _ _ _ _ _(凭自己的良心) Knowing we did the work well，we left_ _ _ _(问心无愧) Its hard to imagine how people live_ _ _ _(愧疚地) 答案 according to his or her own conscience with a clear conscience with a guilty conscience,5feature vi. 以为特写；特写 n特征
28、；容貌；特色；特写；(电影)正片；故事片The show featured dogs of every description.展览会上展出了各种狗。Another painting features the saucy peasant girls of South China.另一幅画描绘了华南漂亮的农家女孩。Fish features largely in their diet.他们食物的特色是以鱼为主。Our latest model of phone has several new features.我们最新的电话模型有几个新特点。,【完成句子】 Painting in her spa
29、re time_ _in her life. 业余时间画画成为她生活中的一大特色。 Teamwork is_ _ _of the training programme. 团队合作是这项训练计划的重要特色。 _ _do you look for when choosing a car? 你挑选轿车时要着重哪些特点？ 答案 features largely a key feature Which features,6worthy adj.有价值的；可敬的；值得的；应得的；相称的Hes a worthy model worker.他是个名副其实的模范工人。Danny is a good player
30、 and is worthy of a place in the team.丹尼是个好手，作为这个球队成员之一是当之无愧的。She was worthy to be his partner in every sense of the term.她完完全全配做他的配偶。The king said that such a brave soldier was worthy of reward.国王说，这样英勇的战士应予嘉奖。,(3)It be worthwhile to do/doing sth做某事值得 The matter is worth considering. The matter is
31、worthy of consideration. 这件事值得考虑。 This article is well worth reading，but it is not worthy of being translated/to be translated. 这篇文章很值得一读，但不值得翻译。,【温馨提示】 worth 一般只作表语；而worthy和worthwhile既可作表语又可作定语。worthy表示“有价值的，值得尊敬的”。,【完成句子】 The “Water Cube” is_ _ _. The “Water Cube” is_ _ _ _. The “Water Cube” is_ _
32、 _ _. Its_ _ _the “Water Cube” 水立方值得参观。,The lecture is well_ _ _，though it is rather long. 尽管这个讲座有点长，但还是值得一听的。 The new necklace is_1,500. 这条新项链值1 500美元。 Helping the disabled is a_activity. 帮助残疾人是一项很有意义的活动。 答案 worth a visit/visiting；worthy of being visited；worthy to be visited；worthwhile to visit/vis
33、iting worth listening to worth worthwhile,7expense n花费，代价Rent is our biggest expense.房租是我们最大的开销。The company paid all our expenses.公司报销了我们所有的费用。We are surprised at the terrible expense of having the house repaired.我们惊讶于修房子的惊人花费。If you met holiday expenses for me，I would have one.如果你为我支付假期费用，我就去度假。,al
34、l expenses paid由他人付费的 at great/little expense花了很多/少钱 at the expense of在损失或损坏某事物的情况下 at ones expense花某人的钱；对某人不利 go to the expense of花钱；费劲做某事 put sb. to the expense of doing sth.让某人花钱 spare no expense不惜一切代价；不惜工本 expensive adj.昂贵的；费用大的,【归纳拓展】,【比较网站】 expense/cost/price/fee (1)expense表示“费用”时，用法和cost相似，可指
35、生活方面的各种费用，但expense多用于指大量、大规模的花费，常用复数。 (2)cost指货物、服务的成本或代价。指“成本、费用”时是可数名词，指服务费用或一般费用；指“代价，牺牲”时，既可以是可数名词也可以是不可数名词。 (3)price指“(商品出售的)价格”，尤指卖主所定的价格。 (4)fee常指“会费，学费，报名费，入场费”或者“付给(医生，律师，教师)的服务费，酬金”，是可数名词。,【完成句子】 She saved the boy from drowning_ _ _ _ _ _ _(以自己的生命为代价) You could win an_ _(免费的假期) She always
36、wears_ _(昂贵的服装) 答案 at the cost of her own life allexpensespaid holiday expensive clothes,8response n. 回答；响应；反应Responses to our advertisement have been disappointing.对我们广告的反应一直是令人失望的。,【归纳拓展】,(1)response既可作可数名词，也可作不可数名词。 (2)in response to意为“响应，适应”。 (3)respond v.回答，回应，反应，后面接to sb/sth。,【单句改错】 The law wa
37、s passed in response on public pressure. _ Carl made not response，and carried on with his meal. _ Ronni merely groaned by response. _ The exhibition has received a positive responses from visitors. _ 答案 onto notno byin responsesresponse,9refresh vt. 使(精神)振作；使恢复；更新；使清新；使清凉The cool water refreshed him
38、 after his long sleep.久睡之后，凉水使他又清醒起来。He refreshed himself with a glass of water.他喝杯水提神。Those old melodious songs refresh my memory of the old days once more.那些动听的老歌又唤起了我对那些逝去时光的回忆。Its refreshing to meet a girl these days who doesnt wear eye makeup.就现在来说，能看到一位眼部没有化妆的姑娘是件新奇的事。,refresh ones memory 唤起某人
39、的记忆 refresh by sleep 通过睡眠恢复精力 be refreshed in body and mind 身心爽快 refreshing adj. 令人精神爽快的；新奇的 a refreshing drink/shower 提神的饮料/淋浴 refreshment n. 精神爽快；小食品 have take some refreshments 吃些点心 refreshments provided 备有茶点,【归纳拓展】,【翻译句子】 喝下这杯冰茶你会感到清凉。 _ 我醒来后感到精神完全恢复了。 _ 炎热的夏天喝点柠檬水使人心旷神怡。 _ 答案 This glass of iced
40、 tea will refresh you. I woke up completely refreshed. Lemonade tastes refreshing on a hot summer.,1turn.into把转变成We must try our best to turn our dreams into reality.我们要努力把理想变成现实。She turned her house into a shop.她把房子改成了商店。We must turn this precious plot to good account.我们必须充分利用这块宝地。The snow melts an
41、d winter turns into spring.冰雪融化，冬去春来。The witch turned the prince into a frog.女巫把王子变成了青蛙。,turn intochange into 变成了 turn on 打开 turn to 转向；求助于 turn off 关掉 turn against 背叛；不利于 turn back 收回；扣留 turn down 拒绝；调低音量 by turns 轮流地 turn up 出现；增大音量,【归纳拓展】,in turn顺序地 turn in 上交 take turns 轮流 turn out 生产；结果是,用turn
42、into/turn in/turn off/turn up/turn out/turn on的适当形式填空 My wallet was_to the police two days later. Jake_his computer and checked his mail. It was a difficult time，but eventually things_all right. Dont worry.Im sure a job will_soon. Dont forget to_the lights_when you leave. She_her singing talent_extr
43、a money. 答案 turned in turned on turned out turn up turn；off turns；into,2be exposed to 遭受，暴露于,【归纳拓展】,(1)expose vt.暴露；揭露；使曝光 (2)exposed adj. 暴露的；无遮蔽的 expose sb/sth/oneself to sth 显露或暴露某人/某物/自己给 exposen. 揭露；揭发,Dont expose your skin to direct sunlight，or youll get sunburnt. 不要让你的皮肤直接暴晒于阳光下，否则你会被晒伤。 In s
44、ome Muslim countries women do not expose their faces in public. 在一些穆斯林国家，妇女不在公共场合露出自己的脸。 The general exposed his men to danger. 将军使自己的士兵遭受了危险。 His fatness exposes him to a lot of joking in the office. 他长得肥胖，因此在办公室常被人取笑。 He exposed their plot. 他揭穿了他们的阴谋。,【图解助记】 expose 的一词多义,【完成句子】 He did not want to_ _ _(显露他的恐惧)and insecurities to anyone. Dont_ your skin_the sun for too long. 不要让你的皮肤在日光下暴晒过久。 答案 expose his fears expose；to,
